Advertise to People, Not Pixels

By Daniel Yomtobian, Founder and CEO, Advertise.com

digital_face

One of the reasons we love online advertising is its front-end quantifiability. Nearly all the important metrics you need are readily available: Click-through rates (CTR), costs per click (CPCs), and conversions, summed up in neat little charts for your analytical digestion.

But it can be easy to forget that all of these data points represent real actions taken by real people. Online advertising doesn’t happen in a vacuum—your ads are being evaluated by human beings who all have their distinct personalities and desires. And today, recognizing this is more important than ever. Continue reading

7 Online Advertising Tips for Startups and Small Businesses

Startups and Small BusinessesIf you run a startup or a small business, you probably know that effective online advertising can be crucial for your growth strategy. But in the midst of handling everything else to keep your business running, it can be very challenging to make your ads profitable. The numbers don’t lie: a study last year showed that small businesses waste an average of 25% of their online advertising budget because they aren’t effectively managing their campaigns.

Let’s be honest—there’s a science behind what makes pay per click (PPC) advertising work, and learning it all by yourself might not be your biggest priority or interest. But there are some basics that will help you get a competitive and even profitable ad campaign running. Here are 7 of our favorites: Continue reading

Advertisers: Take More Risks!

Take Risks in Advertising

You and your colleagues have put a lot of work into building your brand. Maybe you’ve attracted a reliable customer base, established a great reputation, and have a well-oiled marketing machine. Your safe and reliable advertising strategy has done well so far by focusing on promoting your pricing, value, or differentiation. So if you want to take your business to the next level, just keep doing what you’re doing, right?

For many companies, the answer is no. If you want to give your brand the opportunity to explode with new business, stop being so safe. Why? Because in the age of the Internet, competition is getting fiercer. Brands are getting bolder. Everyone is looking for a way to stand out, and some of the most forward-thinking, risk-taking advertisers can be the ones that get the most attention. Continue reading

Get More From Your Ad Agency/Network

2014 looks to be a big year for online advertising growth, both in the CPC and CPM price markets. A recent survey indicates that 85% of online marketers will increase their focus on improving online advertising conversion; 59% will look to work with a new advertising network; and 52% will spend more of their budgets on display networks.

Companies seeking an increased return from their online advertising efforts are now turning to digital ad agencies or network to get the most bang for their buck. Why? Because with an ever-growing list of advertising options, it can be cumbersome to deal with each one, let alone optimize the various campaigns. And a knowledgeable, experienced advertising account manager (or management system) can be the tipping point for reaching ROI goals. Continue reading

The Sports Marketer’s Playbook for Online Advertising

By Jordan Bell, Marketing Manager at Advertise.com

Sports Marketing

If you’re the marketer of a sports franchise, you know all too well that the closest competition for your team’s business success usually happens off the field. As ticket prices rise all around the nation, you must continuously demonstrate the value of single, multiple, and season tickets to see your sporting event live so that your fans keep coming back to the stadium. In addition, sports franchises find themselves competing with the secondary market (ticket broker sites) that purchased empty seats well before the season started. And let’s face it, losing fan ticket sales to the brokers and ticket trade sites directly cuts into your bottom line. Continue reading

Healthcare Advertising Tips for the Digital Age

Healthcare Advertising

2014 is shaping up to be a big year for healthcare marketers. With the rollout of the Affordable Care Act (or Obamacare as many know it), physician practices, hospitals, and healthcare organizations will be vying for around 15 million newly insured patients that the new law is projected to produce. And while online healthcare marketing has historically lagged behind other sectors in terms of innovation, recent statistics indicate that online advertising is an increasingly important method for healthcare providers to market their services. Continue reading

Marketers: Learn to Love Your Online Ad Campaigns

By Jordan Bell, Marketing Manager at Advertise.com

Love Your PPC

Roses are red,
Violets are blue,
We love to advertise,
And so will you!

(Sorry, we couldn’t resist.)

Now that we’re past the holidays and into the new year, the love-it-or-hate-it Valentine’s Day is fast approaching. One of the most common criticisms we all hear about this hyped up and commercialized event goes something like this: “You should do loving things all the time, not just on Valentine’s Day.” Continue reading

The Concise Guide to Concise Ad Copy

By Jordan Bell, Marketing Manager at Advertise.com

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We live in a world filled with increasing amounts of content and advertising messages. And when it comes to pay per click (PPC) advertising, companies are competing for a ever-shrinking inventory of attention from online users. Messages must be delivered efficiently so that consumers can receive and process it before moving on—and enough that they might actually stop and take action.

So no matter what other strategies you employ in your PPC advertising, one of the most important to master as a copywriter is how to be concise.
Continue reading

Little Pain, Much Gain: Fitness Advertising for the New Year

By Jordan Bell, Marketing Manager at Advertise.com

Fitness

The new year is now in full swing, and the masses are off to the races with their resolutions. Once again, we can expect that “lose weight” and “get fit and healthy” will be on the top of the list.

So we don’t have much to say regarding diet and workout tips to keep up with New Year’s resolutions (that’s your expertise, not ours!). But what we can offer is sound advice for fitness/health club marketers to capitalize on the influx of new potential customers in the coming year. Continue reading

Display Advertising: Design Can Make It or Break It

By Jordan Bell, Marketing Manager at Advertise.com

Design Collateral

They say a picture is worth a thousand words—but are they the right words? When choosing images for your display ads, many marketers use a “draw from the bank” approach, simply plugging in materials from their brand’s existing portfolio. Or sometimes, doing a quick search for cheap or free images off Google and throwing some copy over it.

So is there anything wrong with this approach? Continue reading