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Factors of Online Campaign Success

Factors of Online Campaign Success. AGENDA. Creative Ad Size Call-to-Action Using a Proven Ad Targeting Placement Frequency Landing Pages Timing CTRs. Creative: Ad Size.

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Factors of Online Campaign Success

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  1. Factors of Online Campaign Success

  2. AGENDA • Creative • Ad Size • Call-to-Action • Using a Proven Ad • Targeting • Placement • Frequency • Landing Pages • Timing • CTRs

  3. Creative: Ad Size • The four standard ad sizes (IAB Universal Package) are the following (ranked in order of typically higher CTRs to typically lower CTRs): • Medium Rectangle (300x250) • Wide Skyscraper (160x600) • Rectangle (180x150) • Leaderboard (728x90) • Larger ads typically generate more clicks • You (the advertiser) should stick to using these ad sizes to generate more participation in their Bid4Spots auctions (as most publishers offer these four standard ad sizes) • You may upload simple animated or static JPG/GIF banners

  4. Creative: Call-to-Action • The banner ad should highlight the call to action • Banners should have strong, direct action words, like – • “Click here for details” • “Print your coupon” • “Click here to learn more” • “Enter your name here” • “Subscribe now” • Benefits should be listed if possible of why viewers should click (i.e. “Click here to download a free trial now!”) • Banner should be easy to read and clean • Offers should be included (broader offers tend to generate more clicks, narrower offers tend to generate less clicks)

  5. Creative: Using a Proven Ad • A Bid4Spots online campaign can perform much better if you have proven that your banner ad is effective in generating clicks • If you have not tested the banner ad yet, you can use the Bid4Spots platform to inexpensively run a copy test • Furthermore, the landing page should be proven as effective as well in generating conversions

  6. Targeting • Higher CTRs are generated when the message of the banner is targeted to the audience of the website • You should create different banners for different audiences (i.e. a car company may make one banner targeting Men 18-24 with one type of car and another banner targeting Women 45+ with a different car) • If you aretargeting specific markets through websites with local audiences, the banner should include that geography (i.e. “We’re now in California!”)

  7. Placement • Bid4Spots will not be able to allow advertisers to specify their desired placement (where the ad is located on the page), but by bringing down the resulting CPMs through our reverse-auction model for targeted demos, categories, and days, Bid4Spots can make the ROI better despite not being able to control the placement (most ad networks do not allow this control either, so if you really want a certain placement, youshould do a direct buy which requireshigher CPMs)

  8. Frequency • Frequency for online campaigns is how often the same ad is displayed to the same browser for a certain period of time • Too much frequency will lower CTRs • Direct-response campaigns should enter frequency caps in the Bid4Spots system (contact your Account Manager, our Live Chat team at www.bid4spots.com, or Customer Service at 866-326-7788 for best practices) • Branding campaigns perform better with more frequency as the goal is to brand the company/campaign/product/service in the viewer’s mind (no direct call-to-action)

  9. Landing Pages • Once the banner ad has generated a click by the user, the landing page’s goal is to further engage, inform, and convert the lead • The landing page should contain targeted information and a specific call-to-action • The less clutter there is on the landing page, the easier it will be for leads to complete the desired action • If you redirect people who click on your banner ad to your company homepage, remember that those leads can be overwhelmed/distracted by the additional data, products, or services on your main site and may not know how to complete the desired action (so directly measurable conversions may be much lower)

  10. Timing • If you have solid data on which days of the week perform best for yourproduct/service, choose only those days during the Online Display campaign creation process • Weekdays tend to do well for B2B advertisers • Weekends and holidays do well for retail advertisers • Keep in mind, unlike radio, people almost always have access to computers and the internet – at work, at home, in hotels, in hot spots, through their smart phones, on iPads, etc.

  11. CTRs • CTRs tend to be highest during the first few days of the campaign if the banner ad is effective • CTRs decline over time due to frequency (too much frequency will cause viewers to ignore the ad) • Campaigns can continue to see clicks throughout the campaign though, so it is important to run ads for multiple weeks to build enough frequency/reach new audiences

  12. How To Get Started • To start setting up your online display advertising campaign, simply log into your Bid4Spots account at www.bid4spots.com, click the Online option, and hit “Create An Auction”

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