Skyscraper ads let you give more information. It's difference between a one-inch display ad and a quarter-page ad in your local paper. Skyscrapers give you plenty of space to include product photos and more detailed text. Aside from that, they're just plain easier to see.

One benefit that generally isn't mentioned is that skyscraper ads look like a regular part of web site. Many of them could easily be mistaken for a highly attractive menu. This phenomenon takes clever advantage of way users naturally perceive and use web sites.

Be careful, however. Bigger can also mean slower to load. Tests show that users will wait for large skyscrapers to load, but it makes sense to keep your ad as fast-loading as you can, without sacrificing too much quality.

Use a headline that gets attention and relates to most important benefit that your product, service, or idea gives people. Have a graphic that helps people immediately understand what you do. List several of other benefits you provide in bullet style.

Free, free, FREE, fReE... it doesn't matter how you say it, it always means same thing - some item of some description is going to cost you: nilch, nadda, nitch, nill, etc... You know it won't cost you anything and if it is something that you can use in your business, something that will help with some aspect of running your business, then you are more than likely going to take those few seconds to click on that link, fill in your email address, and grab your 'freebie'. You know you're going to do it if it's something that you want, so you know that others will too. A 'freebie' will go a long way towards gaining new customers. Offer them something for free that directly relates to your web site and watch your customer base grow!