The short answer is, No. The longer explanation is that all types of paid media exposure is measured in a unit called an impression, which is an industry term for a “view.” The goal of any media campaign is to find the best ratio between target audience reach and the number of times that same audience sees your message, a metric known as frequency. Making sure the lion’s share of your target audiences see your ad enough times to compel them to take an action step is the media planner’s goal. This is true regardless of whether we are using digital ads or traditional media like broadcast, outdoor or print, or a combination of both.
It all comes down to where marketers and media planners (like us) locate and deliver the highest number of available consumers. In today’s device-centered culture, we find most people’s eyeballs glued to their handheld mobile devices. You know that guy who’s staring at his phone as he’s walking across a busy intersection? Yeah, that’s who I’m talking about! Here’s a comprehensive article by TechJury that shows how mobile platforms now dominate the ad marketplace. Contact us and we’ll show you how to reach mobile audiences with a targeted media campaign.
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!
Sign up for our quarterly newsletter to stay on top of what's happening here at RMG and across the media industry.
Richardson Media Group, Inc.
75 Congress Street, Suite 214
Portsmouth, NH 03801
Phone: (603) 373-8866
Hours: Weekdays 9 to 5