AdRoll is one of the more well-known networks that utilize the Facebook Exchange (FBX) to remarket to users that have previously visited your site. In truth, I have some minor nitpicks with the reporting functionality and ad approval process, and they don’t interface with our reporting platform at all… but it is an easy way to get initial buy-in for some Facebook work.
Amazon owns a massive 44% of the e-commerce market share in the U.S. When customers want to buy a product, most often they skip the search engines and jump straight on to Amazon. To help sellers reach those customers, they’ve created Amazon Marketing Services (AMS). The system is completely self-serve, so you can launch ads ASAP (although they only let you advertise products that are on sale within their ecosystem, no outbound URLs).
To me, what’s unique about this side-by-side comparison is that it communicates Wikibuy’s value proposition through a specific, tangible product—an Xbox controller. If Wikibuy ran a banner ad that simply said, “We make online shopping cheaper,” it wouldn’t resonate nearly as much. By anchoring their value prop to something concrete that many consumers will recognize, Wikibuy significantly enhances the impact of their ad.
Sure, targeting both networks will give you more reach, but that doesn’t mean it’s a good idea. The key to advertising is getting your product or service in front of the right audience, not just the biggest. A car dealership wouldn’t be well served buying ads on a popular children’s show nor would a toy company do well advertising on late-night comedy shows. They’re both reaching a lot of people but not the right people.
As each social network is unique in its design and functionality, formats vary from platform to platform. One common strategy that is used on multiple platforms is the concept of a promoted post that appear in the platform’s content feed. Businesses pay the social network for these ads in order to extend the reach of their post. Digital marketing agency Flightpath created this convenient infographic cheat sheet displaying the ad formats for Facebook, Twitter, Google+, LinkedIn, and Instagram. Other popular social media sites with advertising solutions include Pinterest, Tumblr, and Foursquare.
Thankfully, rich media is not crucial for any business. If done well, yes, it can be effective – but at the same time there is no point investing in something until you’re doing it properly from the start. We encourage all clients to invest their time in static display ads first, and once they have proven to bring in sales, then consider investing in rich media.
We just talked about the different in user intent from the Search Network and Display Network. User intent, however, can also vary within the same network. Users who have already been to your website or watched one of your YouTube videos are already familiar with your brand. You also probably want to change your ad message to speak differently to users who are already familiar with your brand and what you do, and here is where audience exclusions can help.
Google Responsive Display Ads Tutorial - Google Display Network Responsive Ads Best Practices
Some of you may be able to relate to this story. So, you’re in direct sales and you’ve made a list of EVERYONE you can think of. Check. You’ve set up everything for a meeting. Check. You’ve ordered all the products and services your company offers. Check. And after all that, less than half of “everyone” you know has come to your meetings. And more than half of “everyone” you know is dodging your phone calls. Plus, no one has a need for this awesome product you have. What went wrong? I can tell you. You did everything to make yourself look like a beggar, instead of a leader. Hunting people down you haven’t spoke to in years, is needy! Bribing people with food, so they can come to your meeting, is needy! Getting referrals, from a friends, baby sitters cousin, is needy! You may have found a few diamonds in the rough who joined forces with you. But, it’s probably not enough to get you wealthy. And lets hope those diamonds don’t turn into rhinestones, if they too fail at success. Whoa! Just thinking about that vicious cycle of terror makes me nauseous. Listen, there’s only a limited amount of success that can come from that. And even if you do a great job building a business that way, look how tiring it was. Being a home business owner should be more of a relaxing, beautiful thing. Here’s what to do. Start marketing yourself as a leader, first, before the business. This is how you catch peoples attention. Learn how to brand what you can offer, in a different way. It’s called attraction marketing. There’s more insider tips on how all this works. Go to http://candispope.magneticsponsoringonline.com
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