How many ads bombard you on a daily basis? Can you even count? These days, even websites send push notifications and Android smartphones offer suggested notifications from Google.

It’s impossible to really get away from advertising. So, what makes internet ads work? Let’s explore strategies to help boost the chance your ads will positively impact your bottom line:

Employ Consistent Messaging Throughout the Customer Journey

What are all the steps customers must take before making a purchase? Their journey may look something like this:

1. Perform a Google search
2. See a PPC ad and click on it
3. Arrive at a landing page
4. Click on a specific product to learn more

There’s no need to use exactly the same title throughout this process. In fact, you shouldn’t—because that puts potential customers to sleep. But you do want to use some of the same words and phrases so they know they’re getting what they’re looking for.

Segment Your Target Audience

Your audience has multiple segments. Segmentation may sound like a ton of work at first, but it doesn’t have to be. For example, you can start by segmenting by geography.

When you segment, you achieve higher conversion rates. This alone should motivate you to perform at least basic segmentation for your target audience.

Utilize Remarketing/Retargeting Tactics

Ever notice how some ads “follow” you around the Web? These websites participate in Google’s “retargeting” program.

You may think this would bore users or cause them to shun your ad. However, it’s proven over and over again that this tactic can in fact boost your conversion rates.

Highlight a Big Benefit, Front and Center

Don’t make false or exaggerated promises to avoid “overpromising and underdelivering.” Instead, offer your customers a large potential benefit in every ad and at each step along their journey. Make sure this is realistic, and then overdeliver with your product or service.

If you’re not seeing the CTR you want, A/B test variations of your ads: changing just 1-2 words to improve clarity.

Understand How Your Audience Views Color

Believe it or not, a large part of your market’s purchase decision is made based on color. For example, let’s say you sell a financial service or investing guide. Green—the color of money—is a great color choice for this audience. You can also try black, which is majestic and royal. Or perhaps use a dominant green with black in a supporting role.

What if you tried pink? Know that most people associate this with Valentine’s Day, women, and/or breast cancer awareness. Be careful: you don’t want to confuse your audience.

Color means different things to different markets, so try to understand what color means to your audience and use meaningful colors accordingly.

Apply these tips, and you’ll see better conversion rates in your internet advertising in no time.