Less is definitely more online. Keep it simple, with a clear, direct call-to-action or message.

Keep the creative moving. Resubmit ad creative to keep the space interesting. Research shows that click-throughs tend to drop after a certain amount of time, unless new creative is placed. In addition, a new offer, message and relevance to users will improve your brand message.

Tailor the message to the audience. Be clear about who you are trying to reach and why. Speak directly to them.

Link to a focused, relevant landing page. This page may be specific to the campaign, or this segment of your campaign, or may go directly to the product you are advertising. Providing a distinct landing page increases conversion rates, keeping readers interested.

More ways to increase conversions:
• Be sure the landing page's creative matches the creative of your ad.
• Repeat the offer mentioned in the ad or expand on the direct message.

Remember, the results are not all in the clicks. Recent 2009 studies show that the click-through rate is not the best metric for most advertisers. Online advertising is not always "direct-response." Increased brand recognition increases visits to an advertiser"s web site or purchase at their online store by 40%.*

*Source: ComScore Research.