Archive for the ‘Display Banner Ads’ category

What’s Your Presidential Election Year Beer?

October 19, 2012

What’s your election year beer?

Who would have guessed that the most Democratic drink by a long shot is Cognac, or that such lite beers as Amstel Lite, Michelob Ultra, Miller Lite and Sam Adams Light tilt so far to the political right, while Bud, Miller High Life, and Natural Lite are Democratic?

Groups like No Labels that seek to revive bipartisanship on Capitol Hill would be well advised to serve Bud Light, Guinness, Scotch, Michelob Lite and Coors Original at their fundraisers. This story is an excerpt from a NY Times Blog posted by Thomas B Edsall.

Follow this link for the full story entitled ” Let the Nanotargeting Begin”. The opinions and comments in this blog do not represent the opinions or preferences of Emory Digital or its employees but nano-targeting is big with political ad campaigns and we thought you would enjoy considering the implications of  “what is your presidential election year beer?

Enjoy and Prosper!

Steve Emory, author DM Deja vu

President, Managing Partner Emory Digital

5 Tips When Using Retargeting to Lower Your CPA’s

July 26, 2012

Companies considering or already using display banner advertising demand a measurable ROI to justify display banner media in their budget.  Smart marketers don’t pay as much attention to impressions or click based metrics. The value of banner ads is their contribution to branding, the cost per action (CPA) and the resulting boost in sales.

CPA is unique to your business model and is whatever action yields the most sales and profits for you. An e-commerce or online retail sale CPA is based on a completed form and credit card transaction; an insurance CPA typically is based on a completed contact form or phone call.

When building your banner ad budget, set your maximum allowable CPA based on the average margin you earn per sale and the % of revenue you are willing to spend to acquire a new customer. Consider the lifetime value (in revenue) of a new customer when setting your CPA goal. Then manage your campaign based on your allowable CPA.

Audience targeting is used effectively in display banner ad retargeting campaigns.

With retargeting, your CPA improves dramatically because you are serving ads to previous and recent visitors to your website. This means prospect-visitors that have already shown an interest in your product or service will be exposed during your campaign to more ads when they visit another website that accepts advertising (the majority of some of the most popular websites).

After repeated exposure to banner ads-many will convert at a higher rate, resulting in an improved (lower) CPA. A lower CPA in turn allows you to spend more media dollars and/or improve your profit margins.

5 Tips When Using Retargeting to Lower Your CPA’s

1.  Bid higher for impressions that are likely to convert

Campaign performance data shows that the best keywords, when targeted in the right recency windows, will drive low CPA’s even if bought at higher CPM prices.

So don’t be afraid to bid at a $10.00 CPM or higher on the keywords that drive performance. This will win your campaign more volume on the best performing keywords, and if you are taking advantage of dynamic CPM pricing, you will pay a far lower CPM, often as much as 50%less than your maximum allowed bid.

2.  Consider keywords that don’t perform well in search

Some keywords don’t perform well in paid search because they are too expensive in search, too competitive, have low quality scores or other reasons. These same keywords, when targeted on banner impressions with the right characteristics, may be able to deliver favorable CPA’s in retargeting.

3.  Use audience targeting

Audience targeting including the use of external third party data and look-a-like modeling which identifies prospects with search patterns of existing converters on the advertiser’s site. By using this technology, additional keywords can be discovered and tested.

For example, Medicare consumers also tend to be searching for terms related to insurance. Insurance terms can be added to the campaign and tested for their ability to drive lower CPA’s.

4.  Ignore click through rate & cost per click

If your goal is a low CPA, don’t confuse matters by simultaneously trying to optimize to a high CTR or CPC. Likewise, don’t restrict your campaign to only the sites that can be won at very low CPM bids.

5.  Pay attention to recency

In search retargeting, the optimal time window between when the user performs the search and when the user is shown your ad can vary greatly by campaign and by vertical.

For example, verticals like restaurants have a short consideration cycle for reservations, and the optimum recency is often measured in minutes or hours.

For verticals like financial services, there is a longer consideration cycle and a 30-day recency window may drive the best results. Each campaign has its own optimum recency window, and understanding this will drive improved CPA.

Enjoy and Prosper!

Steve Emory, co-author DM Deja vu

President, Managing Partner Emory Digital

Related Articles

Is Brand Advertising Dead?

March 18, 2012

Is Brand Advertising Dead?

The most dramatic shift that is changing how we all do business is the rise of accessible information.

Only twenty years ago, our access to information was bounded by the books we owned, the TV shows we watched, and the newspapers we read. Today, because of the web, we’re seeing an exponential increase in the amount of information that we have access to.

Traditional advertising up until the early 1990’s tried to convert a customer at every touch point, taking them from brand awareness to customer in one fell swoop. Today, the age of brand persuasion at a single touch point is over, and instead most successful companies invest their advertising budgets in great content and in developing a relationship.

In an age of exploding social media, consumers rely more on the experiences of their friends and colleagues than they do on a TV ad or billboard. The influence of LinkedIn, Facebook, Twitter and Pinterest, coupled with the instantaneous speed of smart phone text messaging in the last few years has changed the landscape forever.

The purpose of a piece of branded content is not only to grab the audience’s attention but to stimulate a positive conversation about the brand that becomes viral. In short, it is no longer enough for a brand to tell people it’s great, it has to encourage its customers to tell prospects it’s great.

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It’s Not SEO Anymore, It’s Marketing

March 12, 2012

When the topic of online marketing and search engine optimization (SEO) is discussed in meetings every day and even at marketing conferences, unfortunately SEO is often viewed as a silo of  it’s own, separate and distinct from all other forms of marketing.

The Comscore January 2012 report says that the average American user spent a record 36 hours online in the month-that’s a full time job’s worth of time!

If you are a marketing decsi0n maker responsible for driving more leads and sales growth for your company-and you want to achieve your goals in 2o12, you better start believing that SEO is at the hub of all marketing.

The question no longer is where do you spend your ad dollars, its how do you spend your budget online?

SEO

SEO today is at the hub of all marketing!

Take this  quiz to confirm it’s not SEO anymore, it’s marketing!

1. At your desktop or laptop PC when you Google the word or words that best describe your product or service e.g. “widgets” (not your brand or company name), does your web site appear on page 1 of the natural or non-sponsored listings?

2. Same question as above,  only with your blackberry, iphone or other PDA?

3. Have you reduced or eliminated entirely your Paid search spend as a result of gaining more page 1 organic listings from your most relevant, high-volume search keywords?

4. Have you integrated your website with external social media by linking and bookmarking from their profile pages to your site?

5. Have you experienced a significant gain in organic search as a % of all sources of traffic to your website?

If you answered yes to  3 or more of these questions, you will have confirmed for yourself that it’s not SEO anymore, it’s marketing. If you scored 1 or 2 yes’s, you need to get busy talking with an SEO pro…

Steve Emory, co-author DM Deja vu

President, Managing Partner Emory Digital

Is the New ‘No Track’ Button a Threat to Ad Industry?

February 23, 2012

In a Wall Street Journal story today, a coalition of Internet giants including Google Inc. has agreed to support a do-not-track button to be embedded in most Web browsers—a move that the industry had been resisting for more than a year.

If you are an online display banner advertiser-you know that this has been coming for a while. If you are new to online advertising,  it is important to be aware of this new consumer tool  that lets them control what they see or don’t see when they are surfing the Web and visit sites that accept ads.

In spite of all the hype, school is still out on how much of an impact this will really have on the revenue of Google and other Ad giants’  like Yahoo, MSN, Facebook and others.

I also wonder how many consumers really care if they are exposed to ads that are increasingly “audience targeted“. This refers to display ads that are only delivered to  consumers that match their exact profile including demographics, lifestyle and web behavior.

This is a win-win as I see it. Consumers with the “No Track” button on their Web browser can grant permission to be exposed to audience targeted ads by default, or opt-out by clicking a button . The online Ad industry makes  a long overdue decision to police itself and keeps the government from intervening in something they have  no clue about.

Steve Emory, co-author DM Deja vu

President, Managing Partner Emory Digital

Top 5 Digital Marketing Trends in 2012

February 13, 2012

Top 10 Marketing Trends in 2012

1. Reputation-90% of people trust online reviews. Regularly review and post  comments about your company, its products or services. Leverage social media assets like Facebook, YouTube and blogs. Ask  clients, vendors and peers to contribute. 78% search a company online before buying.

lead nurturing

2. Lead Nurturing-50% of online leads are not ready to buy and 90% or more visitors to your site do nothing. Include a CRM program in your budget and commit all employees to get permission from prospects to email and/or phone to stay in touch. Be sure to test or expand re-marketing as part of your display advertising to bring people back to your site that visited previously.

Mobile Website

3. Mobile-Expect mobile to produce leads and sales for you this year. At a minimum be sure you create and deploy a mobile version of your web site. 90% of mobile searches result in action; 53% purchase due to mobile search and 71% of users search after seeing a mobile ad.

Local Search

4. Local SearchGoogle now deems local search important and that means you should too. Last year there were over 4 billion local searches on Google each month. 20% of all searches are local; 61% of all local searches result in a purchase; 55% of consumers with mobile phones use them to buy local products or services.

SEO & Social are Merging

SEO & Social are Merging

5. Social and SEO Merge-Google  has accelerated this inevitable change with 70 million Google + users since June 2011, and then there is Facebook approaching 1 billion members, Twitter, YouTube (owned by Google) and others. Any effective SEO campaign already uses social profiles and their content plus social bookmarks and links to make its companion Website more popular for search engines. If you don’t have both SEO and Social media cooking in 2012-you will quickly begin to lag behind your online competition  for search leads and sales.

In summary, 2012 may be the end of the Mayan calendar, but it will also mark the coming of age and necessity for true end-end digital marketing.

Steve Emory, co-author DM Deja vu

President, Managing Partner Emory Digital

Credits: National Positions our SEO partner; Nielson  Report, Cone Communications, Hubspot, Google Smartphone User study, BIA Kelsey, eMarketer