Display advertising is one of the oldest forms of advertising and continues to be the most widely utilised advertising medium around the world, from print ads in magazines to hoardings and billboards.
Unlike the traditional forms of display advertising which tend to be static and mainly text and image based, the online version can make use of various other elements including audio and video. This may then be presented to the consumer in the form of a banner ad or rich media.
This opens up wide possibilities for you as an advertiser. You can now also leverage the audio-visual medium in a cost-effective manner to provide prospects information in far greater depth. This could include a product demo or an interactive format such as games, which may be more effective in converting prospects into paying clients.
Additionally, display advertising offers the advantage of being delivered to a targeted market segment. You can ensure that your ad is placed only on websites that are relevant to what you are selling. This increases the possibility of a prospect viewing your ad being interested in obtaining more information about your product. Once again, the potential conversion ratio is higher.
How to Use Display Ads
As mentioned earlier, display advertising can be used to create all types of ads. The biggest advantage however, is the ability it provides to closely monitor the performance and outcome of your ad campaign. This enables you to manage and track your budget, and make investments in areas that provide maximum benefit.
Segmentation: A lot of groundwork, however, needs to go into your strategizing to ensure your brand recall remains high. The first question you need to carefully consider is what will be the focus of your campaign. In case you have multiple product or service lines, you need to decide whether you want to focus on any specific unit or spread your campaign across multiple product lines. In case of the latter, you need to ideally create individual campaigns for each product or service line. This will enable you to manage and track your account much more effectively including fine-tuning a campaign midway based on regular analysis of reports received. This includes identifying the latest consumer trends, online properties your target segment regularly visits, and keywords that seem to be attracting maximum traffic.
Search and Display: If ensuring maximum eyeballs for your product or service is the key then you can opt for the impressions option wherein you pay whenever your ad is displayed as a result of matching a search query criteria. This method enables you to reach a prospect based on the point they have reached in the purchase cycle. This is also a more proactive approach since your ad is being displayed to customers who are searching for related information. For instance, an increasing number of customers conduct an online search prior to purchasing from a store.
Targeted display: These could be around aspects such as a specific demographic you want to target, or behavioural aspects based on their recent online activity. If your business is local in nature you could ensure that your ad is served only in that specific geography. In case you want to have tighter control over your spend you can opt for the CTR or “click through ratio” option. This ensures you only pay when a likely prospect has clicked an ad and visited your website. More importantly, you can set a daily budgetary upper limit and thereby gain control over your campaign budget.
Contact your local WSI consultants at WSI Chester to help you integrate an effective display advertising component into your digital marketing strategy to convert visitors into buyers.
Online advertising such as Google Adwords can be a very effective lead generation tool. And the performance of the landing pages on your website will directly impact the overall performance of the campaign.
This video looks at five important aspects of landing pages. Each can directly impact the overall campaign performance and ultimately the Return on Investment.
If you would like to improve the performance of your landing pages, why not call WSI Chester today on 01928 787026.
Rapidly evolving web advertising technologies now offer you the options to continue engaging with prospects and customers who may have moved on to other sites after visiting your webpage.
Two key trends that are making waves and providing immense benefits are: remarketing and retargeting.
Retargeting: Few users are likely to convert on their very first visit to your website. Most will continue searching other sites for more information. The retargeting method can be used to try to engage prospects who visited your website once but did not check out. Their visit to your website ensures that they know about your brand. Now you use that familiarity to continue serving display ads about your business on other sites they visit. This continuous exposure to your brand across multiple websites increases brand recall and reinforces your credibility. All you need to do to enable this is to place a Java script within your HTML coding. Some retargeting best practices include:
Ensuring a clear call to action in all your ads
Serving ads based on clear visitor segmentation
Focusing a single product or service line through each ad
Understanding the criticality of the service being researched and accordingly adjusting the frequency of display
Remarketing: This particular trend goes a step further. The third party information you gather via the cookies is dropped into various systems to track the online behaviour of your prospects. Now, with remarketing you take advantage of first party information you may have gathered about those users to conduct focused digital campaigns. You can leverage direct marketing mechanisms such as email to target customers who come to your website but leave without completing an action. Remarketing attempts to convert such prospects through marketing mediums that extend beyond online behavioural tracking. This makes it imperative that you make remarketing an integral part of your overall digital campaign. It can help you:
Analyse online insights and combine it with existing data to reach out to customers
Deliver targeted display ads
Convert prospects who are still unsure about taking a purchase decision
Localize your campaigns to win new customers in your area
Ensure high brand recall by leveraging multiple mediums
Improve brand credibility and customer loyalty
Contact your local WSI consultants at WSI Chester to help you integrate an effective display advertising component into your digital marketing strategy to convert visitors into buyers.
Pay-per-Click advertising such as Google Adwords can be a very effective lead generation tool.
However success is not automatic! This video looks at seven important areas associated with the creation and running of campaigns. Each can directly impact the overall campaign performance and ultimately the Return on Investment.
If you would like to improve the performance of your Pay-per-click campaigns, why not call WSI Chester today on 01928 787026.
Simply put, a landing page is a web page that helps businesses capture leads.
It is different from a Home page, which usually serve as the doorway to generic information about the various products, solutions, and services offered by the business. As such, a typical Home page has too many elements vying for the visitors’ attention.
A targeted landing page will work towards compelling a visitor to take the specific and desired action.
A good landing page needs to target a particular action. Leading visitors to your Home page, for instance, can prove confusing. The visitor might have been searching for information on a particular keyword. Now unless your Home page immediately offers information related to that keyword it is likely to leave your visitor confused. More often than not, this will result in a quick exit from your website, and thereby, a missed opportunity for you.
You need to be very clear about what you want your visitor to do once they land on your website. Only then can you increase the possibility of converting your traffic into actionable leads by creating focused landing pages.
Below we have listed a few measures you should take to optimise your landing pages in 2013.
Singular purpose: You need to be absolutely clear about the targeted traffic and the action you desire from them. Minimize distractions. Eliminate unnecessary copy, graphics, form ?elds, and links. Provide clear and simple call to actions. Do not confuse your visitor. Make it easy for them to focus on your call to action.
Short lead form: Visitors hate filling forms, so the longer your response form the greater the number of visitors who are likely to drop off. Keep it short. Capture only information that is necessary to stay in touch.
Relevancy of content: Ensure that the content on your landing page is relevant to your keyword. Highlight the benefits of engaging with you for business. Ideally, your landing page headline should match the link your visitors clicked to get there.
Call to action: Make sure your call to action (CTA) is clearly visible. Use directional cues to direct attention to your CTA. Have CTA links spread across the page in order to make it easy for visitors to take action whenever they are ready.
Responsive design: Think like a user. Test your page to check whether it provides information that is relevant to the keyword they used. Is it visually pleasing? Is the messaging consistent throughout? Does it work for all devices?
Transparency: Visitors will always be wary about sharing their contact information. Clearly state what you intend to do with the information you collect. Ease any concerns they may have about the information falling into wrong hands. Highlight your contact information such as phone number and address. Provide links to your social media handles at the bottom.
Test thoroughly: Creating a landing page is only the first step. Use real-time A/B or multivariate testing to continuously test the various elements on your landing page and determine what resonates best with your visitors. Improve your page accordingly.
Contact WSI Chester today for help creating effective landing pages that will convert visitors into qualified leads for your business.
