News Source: http://searchengineland.com
Story Found By: HawaiiSEO 1466 Days ago
Category: Display Ads
6 Comments
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News Source: http://searchengineland.com
Story Found By: HawaiiSEO 1466 Days ago
Category: Display Ads
6 Comments
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Comments
Whenever I encounter someone who thinks that banner advertising doesn’t work very well, the person has either never done banner advertising, or did it poorly. There aren’t very many people who know how to do this type of thing right. Good media planners for display advertising are in very short supply. In my opinion… There is a huge opportunity with display advertising for people in the search marketing industry. I think it’s time for a lot of people to come out of their shell and learn something new.
I must not be doing my bannerj ad campaigns right then.
From what I’ve learned over the years, it all depends on what the goals of your campaign is. As a direct response tactic, online display has worked very well for us. In particular as an acquisition tactic for our consumer database where we use email marketing tactics to drive conversion. Search works well for to intercept users who are already interested in particular products we offer. Searchers appear a little later in the purchase cycle, but they’re much cheaper, and much more qualified.
Thanks Wilhelmus, I agree… The first step is to have a goal in mind. I see a lot of banner ads that seem to be designed to get a generic brand message out there. (Pretty picture, logo & company slogan) Often times I see these people purchase a “Run of network” buy with very little or no targeting. In my opinion… Most banner ads, like the example above are not designed to generate clicks.And then… They wonder why no one is clicking. (Blame the medium) If you are trying to get people to click the banner, it’s sometimes best to design different ads for different websites. What is the main problem the visitor is trying to solve on the publisher website? How can you design a banner ad that promises to solve that problem by clicking through to your landing page? Does the landing page deliver on that promise? Everyone seems to want a pretty banner ad but some of my ugliest designs have proven to be the best performing.(As measured by click-through rates and conversions)
I agree. A banner ad is just one step in the purchase process. So you’ll have to decide where it fits. Where the ROI is best achieved. What you’re talking about is making the banner and subsequent landing page as relevant as possible to the consumer. Relevancy always increases conversion. As far as aesthetics, that’s a major pet peeve of mine. But it’s a reality. People site around in a boardroom discussion creative based on their own (often subjective) opinion and completely forget their objectives, target audience, etc. I like metrics to be the judge on creative. And staying on brand is a minimum requirement, not the end goal. If you can’t effectively communicate within your brand parameters, you should probably do a brand review because you’re obviously not communicating effectively to your target audience.
I see a lot of search marketing cheerleaders out there but no such enthusiasm for banner advertising. It works quite well if you know what you’re doing and there is a wealth of information out there about the various ad networks and direct-response design techniques. I believe most of the people who visit this site are only seeing half the picture and are operating with an incomplete set of online advertising tools & skills. Judging from the lack of interest in this thread, I guess the opportunities for people who do possess those types of skills will continue to have a big advantage over those who do not.