Posted tagged ‘Display Banner Ads’

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

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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

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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