A browser and an ad platform can be an extremely powerful combination, offering consumers a premium experience for free. If you think your ad was a success, and that you can easily increase the effectiveness of those impressions, you’re wrong.
A study conducted by SpendPenguin, which is the adverting division of SpendWords, discovered that on average click-through rates (CTRs) between a user who clicks on an ad and responds with an on-call action dropped 3 percent after a single ad appears. It’s a simple truth for a simple reason—unless your goal is to get customers to spend the extra $25 to $50 on your product, the click-through rate is NOT a good indication of consumer impact. Here are some other top 10 trends to keep in mind if you’re a publisher or advertiser.
Everybody wants their brand to stand out and stand out from the crowd, and the best way to do that is by identifying a customer profile and defining a category for that customer. This will help you narrow down the types of actions consumers want to take, which in turn will help you find the best click-through paths to get your campaign to convert.
2. Session Duration
While it may be tempting to keep pushing a single high-trending banner ad that either gets no response or doesn’t convert, time is the new currency for brands today. When showing a particular high-traffic, high-impact ad type, better to choose a longer session (30 seconds or more) than try to squeeze in one last push at the end. Shorter periods do increase the probability of conversions, but the difference of a $2 conversion versus a $15 one is typically the difference between losing and winning.
3. Medium to Long Linkbacks
Seizing that opportunity and seeing a long-conversion or CPA channel open can really make a real impact. So as you send more natural revenue opportunities to your advertisers, find one that will truly stand out among the clutter. It could be by targeting users on Alexa, Google, IFTTT, Facebook or any of the other companion devices that are constantly on throughout the day. These are the properties that will deliver rich click-through links, making users think there is an actual item attached to the ad.
4. Focused Reach
The one thing that will set you apart is targeting unique user bases. For example, as a luxury hotel, you may be able to get people looking for a luxurious vacation to click on your banner. However, if you’re a general travel website, you may need to focus more on those who want to immediately book a trip. Make sure your targeting is precise, and make sure you optimize the buy.
5. Targeting Audiences
Once you’ve focused on the audience, you’ll want to make sure your buy is optimizing to that audience. An example would be by posting a banner ad on Mother’s Day, showing an image that isn’t going to be relevant to your customer base, but hitting 100 percent of the mothers on the internet. Since Google won’t recognize that ad, you won’t be able to optimize that impression.
6. Focus on Closed Offers
Make sure that your targeted audience has an interest in your brand and that they are all interested in the segment of opportunity you have created. You want them to be more interested in your message and purchase that product or service. Make sure that the content and off-the-shelf creative is for the right audience, and that it will drive value for them.
7. Branded Content
Again, it goes back to targeting, but make sure your ad is optimizing to that content. Are you creating content that will drive people to click on your ads, or are you adding a nice design that will generally drive users to an ad first? Again, the content gets the on-the-buyer to click first.
8. Starve and Munch
Make sure your ad aligns with the audience you’re trying to reach. For example, you might choose a celebrity or personality as your target audience, and you may be able to create a product specifically for them. Your campaign is much more successful if you do this and get your product in front of that audience, rather than spamming them with product information.
9. Show, Don’t Tell
Finally, make sure that your ad is what it is. Do you want to engage and hook your audience, or do you want to have an affinity for your brand? Something that clicks is something that helps generate that kind of preference.
Every once in a while, things go wrong with a highly successful campaign. Sometimes a click-through rate is the reason for that. It is of utmost importance to act promptly and see what steps you can take to fix that issue in your next campaign.
This post is sponsored by SpendPenguin, the industry’s leading ad platform