Simply put, an impression is the number of times an ad has been served to a user on a website or placement. Every time an ad is displayed, it counts as an impression. Once you have successfully quantified this, you can map ad performance against the conversion rates. If it seems that your impressions are growing but your conversion rate isnt, you may need to rethink your display ad management plan.
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.
Relative to traditional advertising like newspaper ads and direct mail, paid online advertising is very efficient. The thing I like best about advertising online is that you can see exactly where your money is going and if it's generating an ROI that makes sense for you. I also like that fact that it's usually a pay for performance scenario, where you only pay when someone actually clicks on your ad and visits your website. Image if you only paid for your newspaper ad if someone called or walked through your front door? The newspapers would go bankrupt!
This is not anything new. Google Ads has been sneaking the Display Network into new search campaigns for many years. I do not care how small of a company you may be. I do not care how small your budget is. Separate your Search Network and Display Network campaigns into two, different campaigns. That way, you will have better control over performance, budgets, and targeting options. Plus, you will have a better success in optimizing the campaigns to meet the needs of the different user intents between the two networks.
Now part of Salesforce, Exacttarget integrates many tools to manage digital marketing strategies. The aim of ExactTarget services is to improve and make relationships easier between brands and consumers. Emailing, mobile, social, web, marketing automation, data and analytics, platform; thanks to this multi-channel approach, ExactTarget is one of the favorite online marketing platform.
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While digital advertisers should employ this wisely—steering clear of blood and gore, hypersexualized images and the like—a little creativity can go a long way with this tactic. I love the example above, which is for motor engine oil. The initial message “he burnt a newborn baby’s hand” paints the subject as a villain, but it goes on to say “but he save the rest of it from a burning building” turning him into a hero. They deftly intertwine this with the tagline “it’s what’s inside the counts.”
Once you get a campaign or ad group running successfully and providing remarkable returns, the next step is to feed more money into it. Mark told me about one client who took their remarketing campaign from $1,000/month to $50,000/month and still saw great ROI! Another client in the travel industry was seeing such great return that they stopped running their search campaigns and reallocated that money to further grow their reach on display. “Remarketing and display are wonderful because once you hit it right you can just give it more money and get even more return. Your reach is pretty much unlimited,” Mark says.
Outbrain is a great option for native advertising. However, the site has become much stricter in the past few months about the types of ads that they’ll allow, after coming under fire for serving up misleading ads. Advertisers can’t use it to market thin websites or to link to obvious sales landing pages, but if you don’t fall under one of these categories, you’ll find it an easy way to score some quick eyeballs from reputable publishers.
A couple of years ago, I've started using Chitika both as an advertiser and publisher. It is a great platform though didn't work for well for me especially for contextual advertising. Later after 8 months, I switched to Advertise.com | Online Advertising Network again as Advertiser and Publisher. And It has been working great for me ever since. The contextual ads rate are the best you can get when compared to other competitor networks.
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Another newcomer to the online advertising scene, OBSZONE began in September of last year, offering ad posting services for free to 15 countries around the world. It has been receiving overwhelmingly positive feedback from its users in terms of content quality and user experience, so it’s been gaining good publicity and is highly recommended. Their services are free for local businesses and very easy to use.
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With the Display Network, we are creating a disruptive experience. When users are on websites part of Google’s Display Network, such as ESPN or The New York Times, they are on those websites to get scores or read the news. They are not on those sites to see your advertisements. So when you are creating your new Search Network campaigns, do not be fooled by the default settings Google puts in front of you.
Google Responsive Display Ads Best Practices and Examples