Help Advertisers Achieve Maximum ROI
Three Steps to Help Advertisers Achieve Maximum ROI in Online Advertising Campaigns
As an international online advertising network, we’ve learned many lessons during our daily interactions with clients that have helped us overcome several obstacles during the launch of a campaign here at Meta Network. We’d like to share some of those experiences in hopes that other advertisers will implement them in their own campaigns. Through careful analysis of what’s worked and what hasn’t been successful, we’ve learned that there are three main factors advertisers must keep in mind in order to gain maximum ROI on their performance online ad campaigns:
Posted on Jul 24, 2011 |
1. Know the goal: First and foremost, advertisers must carefully consider and determine the ultimate goal of the campaign. Identifying that primary objective will allow you to create the right design and buy the correct media for that precise campaign. For example, if you want to design and implement a performance campaign in the entertainment space (e.g. movie promotions) you need to know if your goal is to sell movies, promote the soundtrack music, propose a new movie, or some other outcome.
2. Diversify banners and landing pages: Second, many advertisers commit a critical error when launching an online ad campaign by creating only one landing page and one set of banners. That error is often compounded by not investing sufficient time and money into creating the design before sending over that page-view material to the publisher. This ill-advised approach makes it very difficult for the media to succeed across multiple platforms. Advertisers need to present several landing pages as well as different type of banners to give the media a chance to beta-test and provide feedback on which banners are the most effective and will eventually be the most successful.
3. Choose media wisely: Another example of a common creative mistake is advertisers buying media on very premium sites that put extreme restrictions on banner design that could weaken their ability to attract attention from consumers. Conversely, buying traffic on smaller sites that allow ads with eye-catching effects may determine the impact of the campaign by giving you too many options. Bottom line? Choose your media wisely.
For example, if your goal is to sell or receive basic telemarketing leads, there is no need to buy the media on premium or expensive sites. The better decision here is to buy the media on small or medium sized sites that will sell you the media at a significantly lower rate. Of course, for a premium campaign, to promote a new model of car or other luxury item, you want to be on those sites that will give you the correct exposure to the right audience for the campaign.
By focusing on these three goals, online advertisers will create successful online ad campaigns that will lead to extremely positive results.