How to Overcome Banner Blindness

banner blindness

Internet ad revenues hit a historic high last year, according to the Internet Advertising Bureau, with 5.3 trillion display ads served to U.S. consumers. Despite this, click-through rates (CTR) for banner ads have been declining consistently. Every year, advertisers spend billions on ads that consumers never see. No matter who your audience is, chances are they are so used to being inundated with ads online, they barely notice them at all. It’s called “banner blindness”—and yes, it can happen to your customers.

The banner advertising space is more competitive than ever, and that means advertisers must make every effort to make their ads stand out. But that means more than just designing engaging ads or having a great pitch—it’s also about placement strategy and context. After all, you have to stand out from something, don’t you? Continue reading

3 Ways to Write Clickable Ad Headlines

clickable ppc ad headlines

Pay per click advertising campaigns have so many moving parts that it’s easy to take for granted what might be the most important factor: ad copy that is relevant and compelling.

However, not all ad copy carries the same weight. Some parts count more than others—specifically, the headline. In fact, approximately 80 percent of people only read the headline of a PPC ad, completely ignoring the body of your ad copy. Continue reading

Honesty: The Best Advertising Policy

Advertise.com - Honesty in Online Advertising

At Advertise.com, we naturally believe in the power of online advertising. But we also believe in honesty. Unfortunately, in this industry the two are not always synonymous.

In its 2013 report “Busting Bad Advertising Practices,” Google revealed that it removed 350 million ads in 2013 due to harmful or deceptive messaging. Meanwhile, as native ads gain popularity for their ability to disguise themselves as editorial content, the Federal Trade Commission (FTC) is warning advertisers that running misleading ads could cost them.

Consumers today are increasingly skeptical about marketing claims of all kinds, and this is a primary challenge that all online advertisers face. Continue reading

Limited Ad Budget? Do a Lot With a Little

Limited Ad Budget? Do a Lot With a Little

Imagine this: you manage your company’s PPC (pay per click) ad account, but are working with a severely limited budget. It might be discouraging or even intimidating to make tough advertising decisions when you know you’re not reaching your total potential audience.

For many of you reading this, you don’t have to imagine. We understand the struggle, and have worked with a number of clients in similar positions. While it can be tough at first, there are ways to optimize your campaigns through smart decision making and clever targeting. And all without breaking the bank. Continue reading

5 Digital Advertising Mistakes That Harm Small Businesses

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According to a recent ThinkVine survey, over 50 percent of marketing executives plan to invest more in digital advertising than in traditional advertising over the next two years. If your small business doesn’t have a digital ad strategy, it’s well past time you got one.

But let’s say you do. Are you making marketing mistakes that are undermining your online advertising efforts? From over-stimulating customers to forgetting about mobile, here are the five most common digital marketing mistakes small businesses make. Continue reading

A Publisher’s Guide to Walking the UX/SEO Tightrope

05_TightropeIf you’re a website publisher trying to monetize with ads, then you always have to ask yourself: What makes my website valuable to advertisers?

Don’t be surprised that there’s not a one-size-fits-all solution. Building a site that provides measurable value to advertisers is a multifaceted game. It requires a strategy that attracts a constant influx of website visitors while also providing your core audience with the positive user experience (UX) they expect. Continue reading

Are Desktop Ads Still Relevant in a Mobile World?

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You know all that stuff you’ve been reading about mobile advertising over the past year? It’s not wrong. Yes, mobile phone market penetration is expected to rise to nearly 70% by 2017, according to an eMarketer report. And yes, 4.5 billion people are expected to own a smartphone by the end of this year. And yes, people on mobile devices are more likely to visit a retailer’s site than those who browse on desktops.

It would appear that the online advertising world is trending squarely toward mobile. This must mean that users are abandoning desktops in favor of mobile, stowing their old PC towers in dusty basements, right? Continue reading

What’s the Point? A Guide to Ad Conversions

GuideAdConversionsMarketing ain’t what it used to be. Brands are no longer expected to simply sell their product or services. It’s all about long-term brand strategy now, and building a successful brand requires hitting several different conversion points by encouraging a diverse set of desired user actions.

In online advertising, a conversion isn’t exactly synonymous with  a “sell”. Any number of desired user actions stemming from your pay per click ads can contribute to greater overall brand awareness and loyalty that will sell your product in the long run. Continue reading

When Words Are All You Have: 3 PPC Ad Copy Philosophies

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When we communicate in the real world, it is estimated that only 7 percent of information is transmitted through words. The other 93 percent? Body language and other non-verbal cues.

What does this have to do with pay per click (PPC) advertising? In the world of search and contextual PPC ads, we only have words! And with a low minimum character limit, we don’t have much room to deliver our message and get our audiences to act. Continue reading

The Power of the Present: A Guide to Contextual Advertising

By Jordan Bell, Marketing Manager

One might say that any form of marketing is inherently “contextual”: Any ad, delivered online or off, is contained within some kind of environment. A standard pay per click ad gets displayed on a search result page. In the real world, a billboard sits along a stretch of highway, which is set in a community, which is set in a larger geographic region, all with distinct consumer preferences. All of these different contexts can have an impact on the effectiveness of an ad, to varying degrees.

Continue reading