So you want to know the ingredients of the secret sauce, do you? Actually, it’s not a secret at all, but most people don’t have a clue as to how display ad placement works. The short answer is that your banner ads (also known as display banners) occupy available ad unit inventory across thousands of websites that are selected for your campaign based on your defined audience criteria, search behavior, contextual relevance, content and other factors. We garner ad placement on these websites via programmatic ad buying platforms where we bid on the cost of a thousand ad impressions (CPM) and if that bid is successful, the ads we want to serve for you will take their positions on those selected websites. If that tidbit peaked your interest and you want to know more, be in touch and we’ll be happy to share more about programmatic ad buying!
An animated GIF, or Graphics Interchange Format (don’t worry, you won’t be tested on this), is a single bitmap file made up of multiple images or frames that are coded to create the illusion of movement. Animated gifs are very popular in ad campaigns because they’re easy to build, create strong visual interest, and usually result in higher engagement with audiences. Be in touch to learn more about different types of creative units and how they work within effective ad campaigns.
I would need to start by asking you a question. What are you hoping your ad campaign will achieve? You see, success takes many forms and is defined in a myriad of ways. If you want your campaign to help you drive traffic to your web page, and you see web traffic increase, that’s success! If you want your campaign to encourage more widget sales and your shopping cart starts to overflow with widget orders, that’s success, too! We always begin any new client relationship with a strategic intake session, otherwise known as discovery. This is a time for us to ask a ton of smart questions and pull from our clients’ brains everything we need to make recommendations that will align to their specific marketing goals. We’re very good listeners and experienced discovery session facilitators. Ready to launch a metrics-driven media campaign? Contact us to start your discovery process today.
Ah, the age-old Ad Click vs. Website Visit dilemma! Sorry to have to tell you this but a click does not always translate into a visit. There are a million reasons why this happens and here are a few: Ever hear of “fat fingers?” That’s when someone clicks on your ad by mistake. It happens. Then there are the impatient people (don’t look at me!) who will abandon a web journey if a web page doesn’t load fast enough. Some users make it successfully from the ad to the website, but they don’t stay long enough on the page to be tracked and counted. Other questions? Reach out. We'd love to chat!
A/B testing is about placing two different versions of a creative message into a media plan, letting the ads run, tracking metrics to compare engagement earned for each iteration, and ultimately drawing conclusions based on that data. The reason that’s important and worth doing is that creative teams often design ad campaigns without market testing in advance. Most clients just don’t have the luxury to invest in the upfront research so A/B testing lets us learn as we go and make changes or replace ads that aren’t resonating as well with our audiences during the course of a campaign. Want to set up a media campaign and A/B test your ads? We’re ready when you are!
Marketing tactics are often divided into two categories: “push” and “pull.” On the push side is outbound, which includes advertising, PR, events, and other methods that build consumer awareness and move audiences towards the top of the sales funnel. Inbound falls into the pull column. Here, marketers typically use content in the form of direct mail, email, blogging, organic social media, etc. to build a deeper relationship with prospects and pull them further towards conversion. Here at Richardson Media Group, we combine push and pull tactics to help our clients navigate the customer acquisition process successfully. Learn more about inbound and outbound marketing and connect with us today!
Creative fatigue is a real thing! Running the same set of ads over an extended period of time may eventually result in audiences losing interest and decreased campaign engagement. Especially for longer duration campaigns, it’s always a good idea to plan for a mid-campaign creative refresh. Touch base with us to learn more about how we bring value to our creative partners and lots of other advertising campaign best practices!
There are a myriad of reasons why Google may hesitate to serve your paid search ad. I would start by taking a look at your website’s Quality Score, an important (and ever changing) algorithmic calculation (apologies for all the buzzwords!) that Google makes based on a series of key factors like: landing page content relevance, keywords, onsite user experience, adherence to privacy rules, page load speed and more. Get in touch to learn more about Google’s algorithms and how to improve your website’s Quality Score!
While click-through rates (CTRs) are no longer the be-all and end-all of campaign metrics, they are still a valuable measurement. An average CTR is calculated by dividing the number of clicks by the number of ad impressions delivered. The resulting ratio (percentage) gives information on how audiences have interacted with your ads. WordStream has a great article that shows average CTRs across different categories. Factors such as where ads are being served or what industry the ads represent can determine whether advertisers see a higher or lower CTR. For example, we’ll always see a higher CTR from paid search than we will from a display banner. Get in touch for more information on CTRs and to learn about other fascinating media topics!
I get asked this question all the time! The simplest answer is that the size of your media budget depends on your campaign goals. A few factors that determine how much we’ll recommend our clients spend are: the size and scope of the target audience, geographic reach, and your competition’s advertising presence. Another important consideration is how well does your prospective customer base know your brand? Are you starting from scratch or seeking to maintain (or grow) an already established level of familiarity? We’d love to chat with you about setting your campaign goals, determining media budgets and all other aspects of the media planning process!