Before the widespread adoption of the internet, print media ads were a highly effective way to advertise any business. People actually looked for the ads when they were in need of a product or service, and different print media served a purpose for each of the buying stages. In today’s increasingly digital world online ads are the new version of print media ads, which unlike their ancestors, provide exeptionally precise targeting, and give you the ability to advertise your business exclusively to those who are “pre-qualified” eliminating all the “wasted impressions”.
Online Ads Key Advantages
1. Ads run where consumers spend their time
Your customer, as well as most people now a days, is very likely to spend a lot of time online. These banner ads are placed on multiple top sites across the web through the display network. This network includes major media outlets, online retailers, social networks, and just about any large traffic news and opinion site.In other words, your ad shows up everywhere!
2. They are highly targeted
You can select who will see your ads by geographic location, demographics, interests, and intent. Say for example you sell european luxury cars. You can select a location 15 miles around your dealership, high income individuals who have shown an interest in luxury european cars. So if you are a community bank you can show your ad to only those who are looking to buy a home, and shopping for a mortgage. A furniture store can target people who are looking for furniture, a college can target people 18 – 25 years of age looking for higher education, and so on.
3. Better addressing your customer’s buying cycle
Data has been used to profile consumers for quite some time now, and it has only gotten more sophisticated. When an individual performs an online search, and clicks on links that appear on the results, this action indicates a desire, an intent, or a preference. A tone of data is gathered, and processed to show a personalized result, and all this information is used to display your ad to the right prospect. Taking it a step further, when a person goes to your website, and later on, for example, goes online to read the news your online ad will “recognize” the visitor, and show up at the news site, so your business will be exposed multiple times to someone who has shown an interest. This level of data allows brands to understand, and predict what consumers want, to then tweak advertisements to improve performance, and create more sales.
4. Performance monitoring
Measuring how many people clicked on your banner ad is the most obvious and simple metric, but it ‘s not the only analytics this method provides. You can also measures impressions, and hovers, which is another layer of engagement. Besides these, there are other important metrics outside the ad itself that should be considered, such as click-thoughts and response to specific offers on your landing page. There are other results not easily trackable, just like with the old print ad ancestor, a person will visit your website when there is an incident that prompts them to move from “thinking about it” to “ready to buy” in the buying cycle, and seeing your ad over time has made them very familiar with your business, where they now recognize it even off line, even if they never clicked on your ad.
5. What’s the cost
There are many options on the market. Some plans are priced on a per click and/or bid basis, and can end up being quite expensive. We like plans with fixed monthly rates per set number of impressions, which provides a better way to set a realistic budget to this effort, keeping expenditures under control.
Online display ads are one of the biggest marketing trends in 2014. If you have been evaluating better performing ads for your business, you can find full information on the fixed cost option by clicking here. And if you need to discuss further call me.