Some internet marketers would agree that display ads on the content network don’t receive the credit they deserve. Some feel that only certain industries can do well with display ads in the content network. However, Google has created view-through conversion tracking to help show advertisers and companies that display ads in the content network are producing results.
View-through conversion tracking is an advocate for display ads in the content network. According to Google Adwords, view-through conversion tracking “provides a measure of the number of online conversions that happened within 30 days after a user saw, but did not click, a display ad on one of the sites on the Google Content Network.” View-through conversion tracking shows who went back and converted even though they didn’t click on the ad.
View-through conversion tracking is a great feature because it proves that ads can be triggering conversions even though there were no clicks. Think about it, when display advertising came out, it was on a cpm or (cost per thousand impressions) basis. Some marketers felt that this metric wasn’t convincing enough. People saw the ad, but that didn’t mean they were converting. As time went on Google offered cpc or (cost per click) ads and some marketers felt they were missing out because there ads weren’t being clicked on by consumers. View-through conversion tracking solves the issue for both parties. Whether an advertiser does cpm or cpc for display ads, they can see conversions that occurred, simply because someone saw an ad.
Internet marketers can prove that display ads in the content network are producing results with Google’s view-through conversion tracking. The results are coming in from view-through conversion tracking and some people will be surprised. There are conversions coming in without a single click being made. View-through conversion tracking is definitely an asset for any internet marketer running display ads.
If I said peanut butter would you think of jelly? If I said Fred would you think of Ethel? If I said Batman would you think of Robin? What if I said search ads? What do you think of now? How about display ads. Display ads are a great compliment to search ads. Effectively using search and display ads together can improve click through rates and onsite interaction.
When most people think of internet advertising they think of just search ads. However, pairing search and display ads is highly underrated. Display ads add an extra boost to search ads. According to an article on Search Engine Land “display ads can have a major impact on search and consumer engagement.” The internet has many articles that support this fact. It goes back to a simple fact of traditional advertising; frequency. The more people see a product or service advertised, the more aware they become, and we all know a picture is worth a thousand words. By combining search and display ads, a consumer is being exposed to a product or service and therefore becoming more aware of it.
One important note when setting up display and search ads is to make sure they are consistent. If you’re advertising one message in search and another in display, you’re working against yourself. When your messages are cohesive, whether a consumer sees your search ads, display ads or both, the message is being reinforced. Even if a consumer doesn’t click on your display ad, they’re seeing the visual and if they are interested, they will come looking for you in the future. There have been many times, I’ve been reading an article and stopped to view a display ad. I didn’t click on it, but later on when I had free time I did a search for it. Don’t just go by my experience; let’s look at a client example.
We have a client that sells unique office chairs online. Their search campaigns were bringing in traffic but no conversions. I added a campaign for display ads and within a few days they received a conversion. Here’s the catch, they received a conversion from their paid search efforts. One might think the search ads paid off by themselves, however here’s where it get’s interesting. The next month their display ads were paused and the client only ran paid search ads. They didn’t get any conversions. At the beginning of the next month, the display ads were resumed and like clockwork the client received conversions for their paid search ads. The display ads haven’t received any conversions on their own yet, but whenever they are running, the paid search campaign receives conversions.
Search ads and display ads are the perfect combination, especially when they reinforce each other’s message. Display ads can help improve the results of paid search campaigns.
If you want a consumer to be more aware of your product or service, consider running display ads that are complimentary to your search ads. The results may be a nice surprise.
Online marketers can reach their audience with many types of ad formats, but it’s critical that as we marketers leverage the formats that appeal to the particular target demographic. A recent report by eMarketer provides some insight on how users react to certain ad formats. Fully understanding the habits and preferences of your consumers can be very helpful in crafting an effective campaign. Many variables influence consumer behavior online including: age, income, education, occupation, and frequency of visits.
Which ad formats appeal to your demographic?
Text Ads and Banners seem to be effective with most age groups, but lose their luster with older individuals and higher incomes. Video Ads are much more effective with younger people that have lower incomes. Increased visits to a website help to increase clicks on all ad types.
Is the Internet the best form of media to target your demographic?
When it comes to average time spent daily with major media, Internet is the second most popular medium for all users behind TV. Radio, Newspapers, and Magazines follow behind TV and Internet usage. TV is consistently preferred by all ages, income, and education levels. Internet is most popular with age 64 and younger, income levels over 25k, and users with at least some college level education. Magazines and Newspapers gain more popularity as consumers grow older, and Radio trends in the opposite direction.
Given this data, it’s clear that marketers must have a full understanding of their target demographic and utilize a combination of channels to communicate their message. In addition to text, banner and video ad formats, there are some emerging channels that ought to be considered – mobile/sms, social, and interactive promotions.