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May 14 2010

Using Search and Display Together

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By using display advertising in conjunction with search, advertisers are likely to see a lift in conversions. Many consumers convert on a site where they are familiar with the name of the company.

In addition, if a consumer sees a display ad, they are apt to go to a search engine and research the company; this leads to a higher lift in searches. Since the visitor is already familiar with the company, they are most likely doing a branded search, which tends to be much more qualified traffic. Consumers interested in your products may just want to find out a little bit more.

For example, a person might see a display ad for a new hybrid car. If the person wants know more, they may go to a search engine and look for that specific car to learn more.

Participating in simple search advertising has some limitations because the ads that appear are restricted to just what people are searching for. People on the internet don’t know what they don’t know; so display advertising in conjunction with search engine marketing is a great way to get your name, products and services out across the internet. Running search ads can also lend to the credibility of a company if visitors see a display ad and do a search for it.

Using both display and search engine marketing can help people find businesses, products and services when they may not be searching online and lead to an increase in branded searches as well as an increase in conversions.

March 30 2010

Leave a Lasting Impression

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Have you ever done a Google search for one of your keywords and discover that you don’t see your ad? Although there could be many reasons why your ads are not appearing, but the most likely reason would be loss of impression share (IS).

According to Google, impression share is a metric that represents the percentage of times your ads were shown (i.e. your accrued impressions) out of the total number of page impressions (i.e. pages where your ad appeared or could have appeared) in the market you were targeting. Basically, this means how many times your ad appears when searched.

The best way to determine if you are losing impression share is to run a campaign performance report then select impression share, impression share lost to rank and impression share lost to budget. These three options will show actual IS and how much you are losing due to rank and budget.

Increasing your daily budget is a simple way to improve your overall IS. This will allow your ads to be visible for longer periods of time throughout the day. Getting better ad rank is another method to gain IS.  Make sure that your keywords are closely related to your ad copy and landing page. Since ad rank is quality score is multiplied bid, improving your quality score, also improves your ad rank.

If you want to make sure your ads are being seen, remember there are several ways to garner more visibility including increasing your budget and ad rank.  This is a great way to leave a lasting impression on potential customers.

March 12 2010

3 Tips for Content Network Success

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By now, Google’s content network is old news. We all know the advantages of running ads on a network with thousands of sites. Advertisers can reach a greater audience, create brand awareness and even hand pick which sites on which they want their ads to be displayed. The content network also offers the flexibility of testing different ad formats including text, images, rich media and gadget ads. Even though we might have all tried our hand at advertising on a content network, most of us have not seen the success we would like. Why are the results not as strong as other online advertising efforts, such as sponsored search many people wonder? The answer is quite simple; people are looking directly for you or your products and services on search. With the content network, your ads can appear if there is relevant information on the page.

There are a few simple tips that can help your content campaigns become a success. First, choosing the right ad format is critical. Since people are not actively seeking you, your ads must be enticing enough to get them to turn their attention away from their task and click on your ad. There are many ad formats that can be used on the content network. Image or video ads tend to get higher click-through-rates. Make sure the ad has a strong call to action. Another benefit of using images or videos is the ability to include a logo of your company. Since the content network allows advertisers to pay per click, it doesn’t matter how many impressions your ad gets, as a matter of fact it is a means of branding your company.

Not all sites are created equal. That is why it is essential to run placement reports on a regular basis. Review your data and it will be clear that many sites are poor performers. Next, exclude these sites from your campaigns so that your ads will not appear on them any longer. This should help your click-through-rate as well as help to spend your budget on sites that are actually working well.

Lastly, placement reports also help to show which sites are performing. If there are sites that are converting or getting a good click-through-rate, then they are more valuable than others. That is why advertisers should bid higher for those placements that are working well. This will ensure that your ads are showing up more often. If there is one site that is performing dramatically better, you can also break it into its own managed placement campaign and allocate a unique budget.

Advertising on the content network can yield great results as long as the campaigns are clearly monitored and adjustments are constantly being made.

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