If you are running an online business in your name then your foremost concern would be how to drive traffic to your website. An important component for enhancing the traffic limit for website is to rely upon display advertising. Considering its potential to drive traffic, display advertising methods have changes constantly and have managed to garner more data.
Even though marketers never fail to appreciate the ways the ways they are driving website traffic through, Sitecore has published a report showing that internet marketing success can be affected badly by 4 key factors:
- Limited knowledge about digital marketing
- Failing to measure ROI
- Minimal company support
- Limited experienced & confidence about digital marketing
Through this post, we will be talking about how to engage maximum traffic through display advertising campaigns. We will also be focusing upon how to quantify the ROI for such campaigns.
Driving Traffic Through Internet Marketing Strategy
Focusing upon quality alone would not help in driving internet traffic Even though it is an important attribute, you will need to focus equally upon the creating an efficient strategy for driving right traffic. One could rely upon display ads that utilize advertising networks, exchanges and DSPs to name a few along with design, content and a targeting ad copy. Through this approach, you can make sure that you at least focus upon the right audience.
To ensure optimal targeting, your main concern is to understand whom you should be advertising to. You will need to start while building buyer personas. To those who do not know, buyer personas are semi-fictitious depiction of the customers based upon the company type, job role and other attributes associated with business. This particular depiction is highly beneficial in creating effectual display advertising campaigns and in solidifying the marketing campaigns.
Building Banners That Lead To Conversion
The moment you know that you have managed to create an appealing strategy for display advertising, it is time to take a shift towards creativity that you are going to invoke through display advertising. For most of the online viewers, the first encounter with your brand is when they look at the display ads. This is why it is important for you to leave a remarkable impression.
The leverage offered by each banner varies drastically. Some banners manage to wow the users in a better way than others. The conversion rates depend upon different factors ranging from design of the banner, its placement on the webpage, the webpage it is being displayed upon to the format of display ad.
Placement Of Display Ads
You always improve the overall click through rate for the ads when you place the ads over the right side of the web page. Make sure your ad is above the fold because it has been noticed that the viewers tend to pay more attention over the top of webpage rather than other space, probably because they do not have to scroll down. The logic behind the placement is to beat the banner blindness. Further, use of “F” pattern for displaying the ads is going to help a lot. The “F” pattern has came in to existence owing to the fact that the reader goes through the upper part of the content section then move down and continue to read horizontally and finally navigate to the left side of the page.
Increase The Customer Reach Through Creatives
When targeting the audience, it is quite essential that you target them in the right manner. There are certain attributes that you need to take in to consideration such as size and formats as desired by the advertising and affiliate networks & variation and translations followed by the banners. Nobody wants the reach of their ads to get limited because of limited creatives. It is therefore, important that you choose an ad solution that manages to create a large number of editable creatives. There are certain things that we would suggest you should do so as to improve the click-through rates and generate more traffic.
- Focus Upon Mobile First And Responsive Design
- Use Strong Call-To-Action
- Include Gripping Imagery And Copy
- Simple Yet Meaningful
- Use Interactive Rich Media
Choosing A Network To Advertise
With advertising technology taking a complete spin since its origin, it is important that you settle for an advertisement medium that is reliable and manages to meet the requirements of your ad campaign. Gone is the time when one had to rely upon direct sales for inventory. You can now only buy the ad impressions that are useful through programmatic advertising such as real-time bidding technology.