Plenty of Fish (PoF) is an online dating site that serves over three million active users. Since users have to fill out detailed profiles to join, the site’s ad network enables advertisers to carefully target prospective customers with CPM or CPC display ads based on the information they’ve provided. Overall, it’s a great place to test creatives for your target demographic before using them on other sites.
One of our account managers, Allen Finn, shared a real-life example of this in a post on how small businesses can compete with the big guys. His team, who was working with a weight-loss client, recognized that, while men were less likely to click on their ads than women, they were significantly more likely to follow through with a conversion. In an effort to boost click-through rates for these ideal male prospects, they created this ad below.
If I would ask you to design a banner ad that is promoting one of Apple’s products, what is the first thing you would you do besides inserting their logo? Something simple or something complicated? Exactly. Apple Music already created a big buzz in the industry, so there’s no need to make a big fuss over their banner ads. Which is why a simple “Available Now” message is more than enough.
90% of agencies and marketers agree that display ads help with branding and as one of the more common forms of online advertisements, display ads have been made fairly accessible to businesses of all sizes. Display advertising serves to grow brand awareness, gain more website traffic, and increase sales. Display ads have a broad reach and access to millions of web surfers. This allows you to comb through the masses to target your ideal audience and improve the likelihood of them engaging with your advertisement.
But even with the BEST company.... your chances of succeeding big-time are slim at best. And also consider that there are a LOT of people to pay. That means the prices have to be inflated, which means the products are never easy to sell. And consider the fact that because it is SO hard to succeed.... and it's generally SO long before you see any real money.... the vast majority of your downline will drop out or become inactive almost as fast as you can recruit them.
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