Don't forget about post-click

As this new Ad Age article reminds us, where users go once they click on a search ad or banner is half the battle. After you've come up with a stellar concept, it's really important to spend a good amount of time thinking about the overall experience. How will you captivate users for several minutes or hours? Can users see a direct link from the banner they just clicked on to where they've landed? How will you keep users engaged while the pages load? What do you want users to do once they land on a landing page? Without thinking about these questions, you'll end up with mismatched messages or worse, a user who who could possibly never click on your ad ever again.