1. The ad (button, banner or other tool) itself (the ad);
2. The media outlet that features the ad (the property)
3. The page that the ad points to (the link); and
4. The content of the page (the sell)

Although advertising agencies and the emerging companies who claim to be able to help with Branding, all generally have 'creative departments', the work of building an effective graphic ad tends to have to low a return for their tastes. Graphic ads beg for a company with rapid turn-around innovation at low cost. Properly positioned, a recurring ad in a high traffic location produces amazing results.

If the ad is going to encourage a reader beyond brand awareness, it has to cross an attention span threshold. That is, the ad that grabs attention will be the one that gets clicked. We favor bright colors and a clear message to "click here". The bluntness required by the space limitations often poses a problem.

To our knowledge, there are no advertising agencies that serve our niche particularly effectively. That means that you are on your own in terms of figuring out which site works best for you for which things. You may want the entire community of HR professionals to know about your company. Or, you may only want to communicate with interested buyers. Figuring out which property will serve your needs involves fairly intensive research. In the final analysis, you end up making a gut judgment and testing it.

That said, making a specific link a specific destination for one and only one specific ad can give you a way to count much of the traffic associated with the ad. There are any number of caveats to the idea but at least it can give you something to count. This should give you the ability to see the relative effectiveness of various media properties.

It rarely is.

The page that a user reaches when clicking on an advertisement should be particularly clear about

• Any actions you want the user to take;
• The value that the user will get from taking those actions;
• The features of your product you wish to emphasize; and,
• the benefit a user will get from discovering more.

- John Sumser

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