It’s been said that it takes a consumer, on average, 7 times to see an ad in order to respond to a call-to-action. In traditional media, for example, that’s hearing “I’m loving it” 7 times before actually getting up to go buy some fries. In the internet marketing world, where direct tracking is key, serving an ad 7 times can equate to an impression, a click and/or the gold mine— a conversion.
The statistics can be steep. Interestingly enough, 84% of internet users will never click on a banner ad. And to complicate things even more, only about 8% of internet users account for 85% of all display ad clicks. Because of these challenging numbers, the need to efficiently maximize ones display advertising budget and get the most from those users who will click is key. So what can an advertiser focus on to get the most out of their campaigns and really capitalize on the clicks they are getting?
Keep it eye catching- Remember those statistics—if clicks are slim pickings, your ad should be carefully crafted. Most people already understand the difference between appealing and eyesore, although this alone doesn’t always equate to optimal conversion rates. Make it a point to really tailor your ads to your target audience. With that in mind, your ads need to be attention grabbing, creative, and engaging. Don’t be afraid to test, test, test. This is the only way you’re going to know why one ad is working better than the other. Through A/B testing, you’re going to eventually narrow down the ads that are killing it for you—and at that point, not only will they look great, they will be scientifically proven!
Consider Retargeting- Retargeting can be an awesome tool for reeling back those looky-loos who were once engaged in your site, but didn’t quite make it around to converting. After all, things happen— phones will ring, doors will get knocked on, and kids will inevitably scream bloody murder. But by utilizing an effective retargeting strategy, you’ll maintain a behaviorally focused ad presence with those consumers that were interested but for one reason or another, walked away. Be sure that you’re working with a company that doesn’t just base success on simple click activity. Ultimately, it’s conversions that you’re after. And since statistics show that most internet users simply won’t click at all, you want a retargeting campaign that accounts for this. It’s important to ensure that you’re working with a retargeting company who understands, sees the big picture, and charges you accordingly.
Set Goals and Measure Progress- Remember that the more measured your campaign is, the more likely it will be that you’ll effectively reach and surpass your goals. But make sure your goals are realistic. After all, most marketers realize they’re not going to be inundated with conversions on a testing budget. If your statistics are proving great results, don’t be afraid to scale. Likewise, if you’re seeing a return that just isn’t up to par with your business goals, don’t be afraid to tweak your campaigns and change it up. No matter what strategy you’re implementing, the important thing is to track your progress proactively to ensure that you’re continually managing (and growing) your campaigns.
Really getting your dollars’ worth out of any campaign can be tough. But by making sure you’re being strategic about everything from ads to campaign forecasts, this goal can easily become a reality. All the while, keep in mind the 84% who just won’t click. Chances are that by remembering them, your decisions will help you make the most out of those who will.
