Tag Archives: online advertising

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 marketing strategy, it’s well past time you got one.

But let’s say you do have a digital marketing strategy. 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.

1) Treating Digital Advertising Like Traditional Advertising

New media marketing requires a new media approach, but many small business owners forget this. On the Internet, the user is in control—browsing the Web isn’t a passive experience the way watching TV or listening to the radio is. Web users are purpose-driven; they’re looking for specific information or products, and they engage with advertising differently as a result. A successful digital marketing campaign is not only relevant, but measurable. It gives the user something meaningful, valuable, and tangible. And as the advertiser, you should be able to track online advertising performance back to your overall revenue or branding goals.

2) Creating Sensory Overload

Whether it’s in the advertisement itself, the landing page, or the company website, many small business owners try to cram in too many images, videos, icons, copy and other content. White space is just as valuable in digital media as it is in traditional print media. Too much text on a landing page turns off customers, who tend to quickly skim pages rather than reading them word-for-word. When it comes to ad copy, keep it short and sweet with a simple call-to-action. Choose your images and other design elements tastefully. And remember that the more options you give outside your primary conversion goal, the fewer customers who will convert.

3) Not Considering Your Customers

Just as with traditional media marketing, it’s important to know who your customers are and how they engage with your types of products/services—before you develop your digital marketing strategy. Otherwise, you will waste money on marketing messages that don’t solve actual problems for real customers. For nearly all advertising brands from online retailers to business services, it’s important to know customers’ qualification and purchasing processes. Then, you can tailor your advertising (and other digital marketing) campaigns to anticipate and meet those needs, and ultimately generate more leads and sales.

4) Paying for Quantity Over Quality

As a top-ranked, comScore-verified advertising network, we always stress QUALITY as one of the most important factors in online advertising. It’s certainly possible to buy a large volume of traffic from non-qualified networks, but it’s sort of like the “Get 1,000 Followers for $10″ offers you see on Twitter. You can end up paying for traffic bots and volume clickers from thousands of miles away that have absolutely no interest in your product or services. That isn’t the sort of traffic that leads to conversions, nor does it improve your ROI. It makes it a lot worse!

In digital marketing, the quality of your site traffic is just as important—if not more important—than the volume. Think about whether you’re reaching your actual target audience when you buy traffic or place ads on a network. And be sure to critically assess whether your marketing message is both relevant and convincing to that audience. Your ability to reach your conversion and engagement goals depends on it.

5) Forgetting About Mobile

Though mobile traffic accounts for 31.3 percent of Web traffic, many small business owners remain reluctant to expand into mobile marketing. But unless you take the plunge into mobile, you could lose almost one-third of your business. To stay on top, your business needs to keep up with the changing needs of customers. If you’re not sure where to begin with mobile, try expanding your current online advertising campaigns onto mobile devices and begin to measure the results.

One key point to remember about digital marketing is that you should always consider the needs and behavior of Web users. Otherwise, you will end up making mistakes that will cost you time, money, and the opportunity to reach your digital goals.

When you’re ready to learn more about building great online advertising campaigns, try our other articles:

Since 2001, Advertise.com has offered competitive online advertiser and publisher solutions to companies around the globe. Our mission is to help advertisers achieve their best ROI with high-quality, cost-effective ad units, as well as provide our publishers with monetization tools that yield the highest revenues. Contact us to learn more or get started with your advertising campaigns.

Advertise to People, Not Pixels

By Daniel Yomtobian, Founder and CEO

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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

The Power of Social Proof in Online Advertising

Social ProofWay 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?

Let’s start by revisiting the concept… Continue reading

What “Mad Men” Can Teach Us About Advertising Today

By Jordan Bell, Marketing Manager at Advertise.com

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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

Advertise.com Now Delivers 1 Billion Monthly Pageviews

By Jordan Bell, Marketing Manager at Advertise.com

1BillionPageviews

Advertise.com reached an important
milestone in September 2013: We delivered nearly 1 billion pageviews to our advertisers, as reported by comScore.

This figure represents a 38% increase from August 2013, and a 103% increase from July 2013. The nearly 1 billion pageviews were driven by millions of daily visitors to
advertiser brands online—including Comedy Central©, Teleflora®, PARADE magazine, Norton™, and the Los Angeles Kings—from the Advertise.com Publisher Network.
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How to Reduce the Bounce Rate on Your Website

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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

Ready, Re-Aim, Retarget for a PPC Advertising Boost

ppc_targettingOne 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

5 Tips to Make Mobile Work + Adidas case study

working mobileMobile 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

Advertising Trends: Why is Online Ad Spending on the Rise?

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

3 Ways to Smoke Your Competition with Online Advertising

Put your competition out of their misery

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.

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