No matter what time of year it is, if you’re marketing for an e-commerce or online retail brand, chances are there are at least a few products you’re prioritizing over others. Whether you’re pushing a new product launch or running an enticing promotion on one of your catalog’s pricier items, high-profit and low-probability conversions are a great opportunity to optimize your pay per click campaigns.
Over the 2012 holiday season, U.S. consumers spent $42.3 billion online—a 14 percent increase compared to 2011. More and more consumers are now comfortable buying expensive products online, but that doesn’t mean your work is done. Whether it’s tailoring your landing page design and copy, deploying highly targeted ad campaigns, or utilizing remarketing strategies, there are some very important strategies to get the attention of your big-ticket shoppers, and keep it. Continue reading →
Way back in 2011 (which, in the ultra-fast paced world of online advertising, might as well be 10 years ago) TechCrunch was touting social proof as “the new marketing.” We know that social proof continues to play a major role in spending habits of both consumers and businesses today. So now that these concepts have been floating around for a couple years, how can marketers capitalize on social proof in their online advertising practices?
Hit AMC drama Mad Men has risen to pop culture icon status not just through its engaging characters and its representation of advertising’s “golden age.” It can also be looked at as a philosophical primer for modern advertising. Sure, traditional mediums like print, TV, and radio advertising are falling to the wayside in favor of options like pay per click, mobile ads, and pre-roll videos—but the core of any successful advertising agency lies in client relationships, creative thinking, and identification of high-impact opportunities.
Sit back and pour yourself a drink. Here are some contemporary lessons we can glean from the successes and failures of Sterling Cooper Draper Pryce (SCDP): Continue reading →
In this third part of our three-part series on landing pages, we review some of the most important measurements to track for your online advertising campaigns and ad landing pages.
As we explored last week, testing a landing page is a critical component of any online advertising campaign. However, one area where many online marketers trip up is properly measuring campaign performance. As any good marketer knows, justifying your spend is crucial. After all, if you can’t convince your superiors or clients that your landing page strategy is working, you’re going to have an uphill battle to justify your proposed ad budget. Continue reading →
In Part 2 of our 3-part series on landing pages, we explore the ways to test your landing pages so you can minimize your PPC campaign’s cost per action (CPA), further understand your audiences’ behavior, and have the data to make better online marketing decisions.
“You know what happens when you assume?”
When it comes to optimizing your pay per click (PPC) campaign’s landing pages, unverified assumptions can lead to missed potential in the form of lost conversions, vague brand identity, and a sub-par user experience. Continue reading →
In this first part of our three-part series on landing pages, we help you understand and implement the critical design and messaging elements that make landing pages work best.
One of the unsung heroes in online advertising (pay per click, display, mobile, etc.) is the landing page. Writing great copy and putting your ads on the Internet at the right time are critical, but the landing page is where the magic happens. It’s your chance to create conversions and generate new business, so it’s worth getting right. Continue reading →
When jumping into the world of online advertising and pay per click (PPC) ads specifically, it can be tempting to put all your eggs in one basket with a single, seemingly all-encompassing platform. And most often, when we talk to customers who have started off with just one ad source, they were using Google AdWords. Don’t get us wrong – even at Advertise.com we use Google for some of our own advertising needs, but not for everything. The big problem with using just one single platform is that you’re missing so much of the market and your potential customers.
Here’s why: Even as the leader of the search pack, did you know that Google only reaches around 60% of the search market? And did you know that even if you bid high enough on your ads to get the coveted #1 to #3 spots, you may only have an 11%-33% chance of your ad getting seen? We’ll do the math for you – even if you pay enough to get your PPC ads consistently to the 3rd place ad spot on Google, you are still missing 94% of your target audience. Continue reading →
Clicks, conversions, targets – we can cloak consumer actions in buzzwords all day long, but it doesn’t change the fact that we’re talking about human behavior here. People can be unpredictable, so in order to understand behavioral response to advertising, it can be helpful to understand how the human brain works.
A relatively new subfield within marketing, neuromarketing aims to address consumers’ responses to advertising and calls to action. When it comes to marketing on the Web, and pay per click ads in particular, one potentially lucrative strategy is to capitalize on the human brain’s need for shortcuts and novelty. Continue reading →
Have you ever noticed that the holiday shopping season seems to start earlier and earlier every year? Whether that’s a symptom of mass consumerism or the retailers who contribute to it, many would agree that brands of all kinds are now seeing opportunities to capitalize on Q4 consumer spending habits much earlier than the actual holidays.
So when it comes to online advertising during Q4 and the holidays, don’t rely on presents from your customers—it’s likely your brand will face stiff competition when it comes to winning over potential customers. A spring report by the Internet Advertising Bureau showed that in 2012, online advertising revenues increased 15 percent (to $36.6 billion) compared to 2011, with Q4 accounting for nearly one-third of the total annual revenue. Not surprisingly, when compared to actual online retail revenues for the same period, revenues rose nearly 16 percent as well, to $225 billion. Continue reading →