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Bang for Your Buck Banner Advertising
By: Jane Toohey - Sales and Marketing
Marketing your business can be a very expensive exercise and often, in traditional print media, very difficult to track and value. You know that marketing your business online can be more cost effective using tactics like Adwords, social media and banner advertising. The key to this is being able to target specific prospective consumers in 'buying mode'.
One online tool, banner advertising, has recently become more effective and can now deliver real value for money. The new ways of banner advertising use advanced targeting and optimisation techniques that target your brand message to potential customers where they are at their most receptive and hence more likely to take action.
A certain level of artificial intelligence now powers some banner advertising systems. As consumers search online, these systems will display ads to them relevant only to their search terms. There are actually more than 300,0000 monetised websites in Australia alone (that's websites that accept banner advertising), so with these clever systems, your ads can appear on any of those websites as many times as your daily budget allows, to people actually searching for your type of product or service.
Have you ever been on Facebook after visiting your favourite online shopping site, and seen an ad in Facebook for the very product you either just purchased or researched for purchasing? It feels bit big brother-ish doesn't it, but it works!
Computer-driven campaign management systems can also learn over time which keywords and which websites drive the best performance for a campaign. Then, they can automatically shift more of your ad dollars to the most effective sites. This is conversion-based optimisation.
As users interact with your campaign's display ads, the sites that result in higher conversion rates receive the highest frequency of your banner ads. The technology allocates budget by steering ad dollars towards the sites that are most cost-effective in bringing people to the brand's website or landing page. Marketing your business in this way ensures the highest frequency of brand messages get to the highest number of targeted consumers.
Banner ad remarketing is another clever tool used in these new systems. It works by showing the display ad to potential consumers who have previously visited your site through any of the campaign ads. After the first visit, a remarketing cookie is placed on their computer that tells the campaign manager (this is a computer not a person) to remarket to this user. By targeting users who have already expressed interest by visiting your site, remarketing reinforces your brand wherever they are online. Thus, marketing your business becomes more effective, more targeted and more accountable.
While not all targeted consumers in your online banner campaign will need your product or service today, display advertising online now builds top-of-mind awareness consistently, so your brand will be the one they remember when they are ready to buy.