How to build an “Advertise With Us” page that generates leads

Six essential page features

An effective “Advertise With Us” page is designed with clarity and purpose. The goal is to communicate relevant information to prospective advertisers efficiently and effectively, including main value propositions and key differentiators. Here are a few essential sections to include: 

1. Headline and CTA button

Sometimes called the “hero” fold of the webpage, the first section is your most valuable page real estate. Within seconds, it must capture a prospect’s attention and entice them to read further down the page. 

Be sure to craft a clear and engaging headline. Speak in the voice of your target persona, and avoid trying to stuff too many ideas into a short word count. If you’re still having trouble, use a sub-title or description sentence to highlight additional details.

Then, pair this headline with a prominent call-to-action (CTA) button. Try active phrases such as “Start Now” or “Join Us” that lead directly to your sign-up page or contact form. 

Sample headlines: 

• Instacart: “Ads that deliver”
• Best Buy: “Unlock the potential in every interaction”
• Home Depot: “Connect your brand to our customers”

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2. Strong value proposition

Once you’ve introduced your business, communicate the key benefits of advertising on your platform: Why should brands choose you over competitors?

Highlight unique selling points such as audience reach, advanced targeting options, or ROI. Emphasize the value of your first-party customer data and buyer intent signals. 

Position these benefits within the context of advertiser pain points, such as:

• Launching a new product
• Liquidating old product lines
• Capitalizing on “hot” seasonal items

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3. How the process works

Break down your advertising process into simple, easy-to-understand steps. This might include how to set up an ad, how targeting works, or what results advertisers can expect. Illustrated diagrams and flowcharts help quickly convey this process for visual learners.

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4. FAQs section

Anticipate and proactively answer common questions to reduce the workload on your support team and provide immediate answers to potential advertisers. Be sure to include queries about sponsored ads, creating campaigns, payment options, and reporting. A robust frequently-asked-questions (FAQs) section accelerates sales cycles and helps prospects self-qualify if they aren’t the right fit, saving your team more time for selling. 

Examples:

• Amazon Ads – Comprehensive resource with both general and specialized questions
• Walmart Connect – Interactive hub with advanced search and getting started guides

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5. Blogs and resources

Link to relevant, inspiring content such as case studies, whitepapers, videos, and high-level educational materials to build trust and authority with potential advertisers. Provide options to filter resources by vertical, geography, format, and other key factors.

Examples: 

• Target Blog: 3 ways we can transform retail advertising, together
• Ebay Report: 2023 ads holiday guide
• Instacart Case Study: Reckitt achieves 16.5% incremental sales lift 

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6. Help center

Provide a link to a help center that offers detailed guides, video tutorials, technical specifications, ad policies, and best practices for advertisers. Ensure this is easy to navigate, whether part of your website or accessible via the seller portal.

Pro tip:

• Rather than build from scratch, commerce media platforms can provide white-label, turnkey “help” pages that you can customize with brand imagery and platform specifics.

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Build and grow your advertising business with Moloco Commerce Media

Best practices for advertiser landing pages

After adding those key sections to your webpage wireframe, you can follow some other general best practices to convert visitors into advertisers efficiently.

• Concise introduction to outline your platform’s unique advantages
• Easy navigation that guides advertisers through the activation process
• Simple language that speaks to buyer emotions over jargon or acronyms
• Engaging visuals to illustrate your platforms’ reach, impact, and process
• Customer testimonials like quotes, stories, and videos to build social proof

Real-world examples for inspiration

Review the examples below to learn from industry leaders. Remember that the goal of your "Advertise" page goes beyond informing potential advertisers about your offerings to making the activation process as straightforward and enticing as possible.

• Instacart: Focuses on the simplicity and effectiveness of reaching local grocery shoppers, appealing directly to brands that want to increase retail sales.
• eBay: Highlights the diversity of its marketplace and the sophistication of its ad tools, catering to both small sellers and global brands.

Grow faster with a page that impresses

Your "Advertise With Us" page is more than just a portal for new advertisers. It's critical to your platform's go-to-market strategy, supporting multiple sales and demand-generation motions. Combining a clear layout, compelling content, and strategic visuals can swiftly attract and convert more brands into new advertisers. 

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Build and grow your advertising business with Moloco Commerce Media

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Next, in our GrowthU series, we'll look at the importance of long-tail sellers in building a sustainable commerce media business. 

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