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Ad Blocking — The use of ad blocking software has been growing on desktops for a while, with nearly 200 million users adopting the software. But with Apple announcing that iOS 9 will support ad blocking apps, as well as an increase in ad fraud, advertisers and publishers alike are warning this will cause an Internet apocalypse. While some sources predict this change will cost the industry more than $20 billion, others believe the hysteria is overblown and will be severely less hazardous to the industry.
Video Ad Growth — Video advertising is growing, with companies shifting more and more of their advertising budgets to the channel. Next to mobile advertising and SMS marketing, online video advertising is the second-fastest growing advertising channel, with video ad revenue having an estimated growth rate of 19.5% between 2013 and 2016. In particular, increased mobile and social video advertising is driving this growth.
Perfect Audience is another retargeting solution for Facebook, Twitter and web display ads. The service is meant for targeting the most recent visitors that used your site, as they’ll likely be the easiest to convert. If you’re on the fence about the service, know that you can try it free for two weeks and receive a $100 credit to help cover your costs.
The reach provided by display advertising is clearly one of its biggest assets - you can show your display advertising creative to millions of people worldwide because the format is universal and is supported by almost all ad platforms. One can find an audience for almost any product or service from any business niche. The huge variety of display ad sizes and formats allows you to create a perfectly resonating message for your audience.
Search ads are paid for on a pay-per-click (PPC) basis: Advertisers pay each time someone clicks on their ad. The price per click is determined based on how competitive a given keyword is. The more popular the keyword, the more expensive it is. Price also varies across search engines. The average cost per click (CPC) across Google and the Yahoo! Bing Network ranged from $0.50 to $5.82—depending on the industry and search network—in the first quarter of 2014.
Mobile Prominence — In May 2015, Google reported that more searches are performed on mobile devices than PCs in the US. As more and more users turn to their phones and tablets to search, companies are seeing more mobile clicks. As such, advertisers should take a mobile-first approach and take appropriate measures to optimize their PPC ads accordingly. Making sure landing pages are fast, simple, and to the point will be key to getting the most out of your paid search advertising.
Call-to-action is usually a link or a button that should lead the customer to an optimized and well-matched landing page with the actual offer. This is the key element of your ad. In some cases a simple CTA optimization with the landing page was reported to increase leads by over 200%. Here is a “Bluehost” sample screen advertisement with all these elements.
We dive into the realm of social media with the free photo and video sharing app, Instagram. This app is available on Apple iOS, Android and Windows Phone, making it extremely versatile when it comes to being used. It attracts over 1 billion active users each month and is an excellent place to give people an introduction into what you do and what you have to offer. It doesn’t work for every business, but it’s certainly worth having a presence on as this is certainly going to be one of the major social media channels for years to come.
You can then re-arrange them to fit different formats and contexts. Remember that the images shouldn’t distract users from the text, so make sure that your value proposition and the CTA are the most visible elements. Avoid overlaps and too many blank spaces. Here is one of the great display ad examples with a nice structure that looks natural and highlights the most important elements.
There are critics who say that the information that they can get from Instagram about who is clicking their ads and how those customers behave is sparse. If you are looking for more detailed reports, the ones that Instagram provides may leave you wanting more. You can also only access Instagram’s full features in their mobile app. This can be a disadvantage if you prefer to manage your business from a desktop environment.
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The advert also includes their Google review rating which ranks them 4.1 / 5. This is a good confidence booster as it shows they are reputable and have plenty of positive reviews (over 209). The description underneath the ad is fairly short but there really isn’t much more to be said. Their services include unlimited bandwidth, and they offer a range of freebies including a free domain.
Targeted emails are not only free, but statistically they provide the highest rate of return on the time and effort spent to create and distribute them. You have to have an email list to make this an effective marketing technique, but there are a vast number of ways, 80 of them, to build your email list and make this into your best free advertising.
It’s interesting to note that the first ever online ad didn’t feature the logo of the advertiser. According to Mashable, this is because AT&T hadn’t yet completely signed off by publication time. It’s ironic, though, that the first display ad actually had something in common with what would become the native ad of the future – it wasn’t instantly obvious who the advertiser was, nor was it visually associated with the advertiser’s brand.
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When you consider how expensive it is now-a-days for: mailers, fliers, buying leads, brochures, pay-per-click ads, face to face meeting, home parties, meeting room rentals, giving out free samples, newspaper/magazines ads, radio spots, TV, etc etc, — you'd easily pay $5000 or more anywhere else in your advertising costs to recruit, — with zero guarantees.
Social Shopping — Buy buttons have come to social media, allowing retailers to make sales directly through major social media sites allowing social media marketing efforts to be more targeted into Facebook marketing, Twitter marketing, and Pinterest marketing efforts.. These buttons have the potential to benefit businesses by streamlining the transaction process, increasing revenue opportunity, and (potentially) saving them money on interchange fees. This trend is still new, however, and critics are skeptical of both its adoption and performance potential. That said, for retailers looking to get items in front of a massive audience, the time may be now to dive in and test social media buy buttons.
As advertising needs become more sophisticated, display ADs can also be personalized based on a user’s geography through geotargeting. Basic information such as a user’s IP address can indicate a user’s rough location with a limited degree of accuracy. This information can be supplemented further through the use of a phone’s GPS or the location of nearby mobile towers to have a clearer indication of the user’s current position for a mind boggling array of advertising possibilities.
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Channels aren’t Created Equally — Digital advertising channels are not created equally. Each channel has its own strengths and weaknesses that advertisers should acknowledge when adopting a cross-channel mindset. For example, search advertising tends to perform better for direct response, while video ads have more of an effect on brand perception. Knowing where each channel excels will help best optimize cross-channel campaign performance.
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Two of the most common targeting options for Display Network campaigns are in-market and affinity audiences. One typical way to research which of these options could be good to test for a new display campaign is to look at the Audience Manager within Google Ads and compare which of these audiences might show up depending what root audience you are viewing.
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When you don’t have a limited time offer, you may still create urgency by including an expression like, “now” or “right now” or “today. A well picked up information for starters : In the book the details about web marketing is discussing in few words. If it’s not the case, move on, there are thousands of other people that would die to join your opportunity.
Still relatively unknown to most people, Stumbleupon is a neat social service people use to discover (stumble on) new websites they never knew existed, related to their interests. It's simple to use, create a profile, select your interests and start stumbling! Stumbleupon has an advertising platform called Paid Discovery where you pay between .05 cents and .25 cents for every person that stumbles on your site. You can select the interests you want your website to be included in and pay according to how targeted you want your stumbles to be. There are no advertisements here, the website page you select becomes your ad for visitors. They also have a traditional advertising platform with paid placement opportunities.
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Twitter can be an incredibly powerful social platform, letting you participate in all kinds of conversations and movements around the world – like my beliefs about the practice of preheating an oven, for instance. Should you find yourself wanting to do more with this social media mainstay – even beyond AdRoll’s Tailored Audience approach, advertising with promoted tweets can be another avenue of expansion for your account.
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Due to its high efficiency, advertisers are now opting for native ads over banner ads. However, there are advertisers still comfortable with display advertising and are not ready to switch. This leaves publishers in a position where they need to create ad space for both display ads and native ads. As we’ve always said, the ad tech industry is complex.
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