In an effort to capitalize on cross-channel marketing, many businesses experiment with online ads. Web ads can be used to promote new content offers or product discounts. But how do you ensure your online ads generate maximum conversions?

In today's episode of the Weekly Marketing Cast , David Meerman Scott shares some thoughts about making the most of Web ads. Check out the video below to hear his advice:

Ad Copy & Graphic Lead to High Clickthroughs

As you already know, advertisng on the Web can range from banner ads and pop-ups to PPC campaigns and Facebook ads. Surprisingly, the biggest challenge for marketers is not designing the creative for these ads. Companies already spend a great deal of time writing the ad copy and picking the right image. All this effort is made in order to draw lots of clickthroughs.

Landing Pages Lead to High Conversions

But often times, after companies spend effort on designing ads, they neglect the importance of the second step--conversions. Many ads direct people to ineffective places like a company's home page. If you click on an ad for an umbrella, for instance, you don't want to arrive at a generic page that makes you do more work to find the umbrella you want. Instead, you would like the landing page to introduce what the ad promised. As a marketer, you should make it simple for people to take action.

Increased conversions is the ultimately metric you care about. So if you are going to spend the time to create great Web ads, make sure your landing pages are as powerful.

Originally published Jan 31, 2011 9:00:00 AM, updated July 28 2017