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 →
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 →
Imagine this: You’ve invested time, money, and a little heart and soul into developing a website that you’re really proud of. The site has all the copy, forms, plugins, and media you need to start generating conversions, and now you’re ready to show it off to the world. You’ve smartly invested in online advertising channels, delivering beautiful and compelling creatives to drive users to your website.
But then something unthinkable happens…your new visitors start bouncing (leaving without viewing additional pages) from your site! How could they do this to you after all of your hard work?? If this happens, don’t panic. According to KISSmetrics, the average bounce rate for a website is 40.5%, and that average can be even higher for landing pages sent from ads. Continue reading →
One of the biggest challenges for online marketers today is converting those search clicks into real leads and conversions. In recent years, search advertisers have attempted to tackle this challenge by working further into the consumer buying experience. Traditional search advertising typically reaches customers in the “awareness stage.” However, retargeting allows marketers to reach consumers also at the acquisition and consideration stages.
Retargeting is becoming an increasingly popular way to supplement search advertising campaigns because it targets audiences based on searches they conduct on one website, and brings that data into account when they visit other websites, displaying your company’s ad (usually in the form of a banner ad placement), even after the consumer has left the search results page. Continue reading →
Mobile advertising is a great way to monetize your website on tablets, smartphones and other mobile devices. In fact, mobile traffic is set to overtake desktop traffic this year. However, when it comes to mobile, many websites are floundering. Why is that? Mobile is an inherently different experience from a desktop website – simply throwing up a banner ad on your mobile site isn’t enough. In order to monetize your website on mobile, you’ll have to employ a few tricks of the mobile trade in order to make it work. Try these tips for increasing your mobile revenue: Continue reading →
Online advertising is on the rise & she sees it too!
In case you haven’t noticed, advertising on the Internet is everywhere—and I mean everywhere! When you check your email, you see ads in the sidebar. On Facebook, you are confronted by ads that attempt to capitalize on the things you talk about with your friends or links that you post. When you are catching up on your favorite blog, you might also see a banner ad for a pair of running shoes that you had checked out online a few days before.
In the past five years, there has been a steadily increasing stream of marketing capital dedicated to online advertising and with good reason. According to a Nielsen online survey, over 85% of people reported using the web to make a purchase. This may have occurred as a direct online purchase or as time spent researching a product or service on the web before choosing to it buy in-store. Continue reading →
You have a product or service that you want to sell, and you know you need an online presence to keep up with your competitors. You also know there are a lot of ways to market and advertise online these days. How do you get started?
You’ve likely heard of Pay Per Click (PPC), and you may or may not be familiar with Remarketing and Display advertising. These types of online advertising all have something in common: they target searchers who already know they want to purchase your product or service, making converting them into your new customers a much easier task. The harder part seems to be getting your ads in front of the searchers that want to see them, but this can be effortless as well if it’s done the right way.
In case you missed it, this week the Internet Advertising Bureau (IAB) announced that online advertising for the first half of 2011 is up 23 percent to nearly $15 billion. This Techcrunch article points out that for last year the figure was a mere $12.1 billion.
Search and display-related advertising (the latter including banner ads, rich media, digital video and sponsorships) each grew 27 percent. Search doubled its previous year’s growth rate.
This growth is fantastic news for the industry particularly in light of the overall sputtering economy. So what gives? Why is online advertising the shining star? Continue reading →