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A Basic Overview of the Benefits of CPC

Posted April 2, 2014 by fran @ 1:09 pm

If you have invested some of your hard won earnings on advertising to encourage more people to visit your website, you need to make sure that you are going to get your money’s worth. The different advertising techniques that are available online now can basically be boiled down into three distinct groups. Many advertising companies will charge you to have your advert up for a certain amount of time, which doesn’t actually guarantee you any visitors to your website. Another system charges you per view of the advert, but it still doesn’t mean that anyone that looks at your advert will actually visit your website.

Your third alternative is CPC, or cost per click. This means that you, as the person paying for the advert, will only pay for each person that actually clicks on your advert, directing them straight to your website so that they can read all about you. This system works really well, because you are only paying for positive reactions to your advert, rather than just its existence on someone else’s webpage.

Another great benefit of CPC is that you can place your advertising in a place where your targeted audience or audiences regularly visit, and then see whether they are realistically drawn to your advert. You may assume that your primary consumers love gardening, for example, but find that placing your advert on a gardening website actually provides far fewer clicks than you were expecting. CPC can therefore be used as a marketing research tool indirectly, giving you a clearer idea of who your buyers actually are.

Lastly, CPC is highly flexible. You will be able to change, re-adjust, or completely remove your advertising altogether from a website if you do not believe that it is working. This quick turnover means that you will soon be able to hone your advertising skills directly to your clients, and see immediately which changes increase visits to your website. If you are considering a more active and incisive action plan for your advertising, then CPC has a wide variety of benefits that could be the difference for your website.

Filed under: Blogroll

Converting Window Shoppers: A Quick Guide to Remarketing

Posted March 7, 2014 by fran @ 11:00 am

According to the Nielsen Norman Group, bounce rates are linked directly to the way that a user found your site: low value referrals (e.g., links from Digg), direct links from other sites, search engine traffic, and loyal users. The first 10 to 30 seconds are the most critical; the vast majority of users will leave around the 10-second mark, but if you can keep them engaged for 30 seconds, the probability they will hang out for at least 2 minutes skyrockets.

Guides on increasingly the length of site visits and improving the quality of referral traffic are all over the web. But when all is said and done, factors like poor internet connections and prospects being pressed for time are way out of our control.

The best way to turn casual window shopping into a conversion is “remarketing.”

What is “remarketing”?

Remarketing gives those who’ve casually browsed through your website additional brand impressions of your company by showing your company’s banner ads on other sites after they’ve left yours.

How does remarketing work?

When a user visits your site, your site gives them a cookie, which is a tasty little text file that lets the user’s computer know that the user has visited your site. Among other uses, it can be used to autofill forms when they return to your site or send you information about where the user came from (e.g., Google search results page) and how long the site visit was.

However, when used for remarketing purposes, cookies can help create a broader presence for your brand across the web. If Company A detects that a user on their site has also visited Company B’s site, it can automatically generate a banner ad for Company B’s site – that’s like driving ahead of your potential clients during their daily commute and putting up billboards along their route.

Is that legal?

Not only is it legal, but it’s also safe for online users and websites to implement when done through a reputable company. Cookies cannot be used to transmit viruses or give companies access to a user’s private files. They can be erased easily from a user’s browser through a few clicks of a button. They also benefit both the web user by providing advertisements tailored to their personal interests and the company engaging in remarketing by staying on the radar.

How do I get started? 

Like any other marketing strategy, figure out your goal and budget first. From there, you can work with your marketing team to figure out which remarketing strategy you’d like to use, whether you want to take advantage of text advertisements or full color banners.

Make sure you’re working with marketing professionals that can help you choose the best remarketing key words to target your ideal clients – whether it’s browsing prospects or customers who’ve already made a purchase from you in the past.

From there, continue working with your marketing and web site development teams to research the technical aspects of including code on your site for remarketing, selecting the key words you want to target, and the frequency you want to appear on your window shoppers’ browsers (don’t want to creep them out).

Good luck with remarketing, and keep expanding your brand!

 

Jana Quinn is a blog writer, social media dabbler, and promotional product describer who’s been publishing her take on marketing and geekdom since 2005. Read more of her content at the Quality Logo Products blog and see how many Die Hard references you can spot.

 

Filed under: Blogroll

2 Ads That Prove Honesty is the Best (and Most Entertaining) Policy

Posted February 13, 2014 by fran @ 1:16 pm

In the advertising world, companies are known to promote only the positive features of whatever they’re selling. They focus on the good and broadcast the benefits of their offers–and that’s fair. They are after all, trying to entice people to buy.

And while this practice is certainly the norm, some brands are proving that complete and brutal honesty can actually work in generating positive buzz. Below are two great campaigns that prove honesty really is the best–not to mention the most entertaining–policy.

Check them out and see if you can apply more honesty in your own online advertising campaigns.

1. Bodyform Responds :: The Truth

In 2012, sanitary napkin company Bodyform got a satirical rant on its Facebook page. A guy named Richard Neil accused the company of lying to him in their ads. He said:

Hi , as a man I must ask why you have lied to us for all these years . As a child I watched your advertisements with interest as to how at this wonderful time of the month that the female gets to enjoy so many things ,I felt a little jealous. I mean bike riding , rollercoasters, dancing, parachuting, why couldn’t I get to enjoy this time of joy and ‘blue water’ and wings !! Dam my penis!! Then I got a girlfriend, was so happy and couldn’t wait for this joyous adventurous time of the month to happen …..you lied !! There was no joy , no extreme sports , no blue water spilling over wings and no rocking soundtrack oh no no no. Instead I had to fight against every male urge I had to resist screaming wooaaahhhhh bodddyyyyyyfooorrrmmm bodyformed for youuuuuuu as my lady changed from the loving , gentle, normal skin coloured lady to the little girl from the exorcist with added venom and extra 360 degree head spin. Thanks for setting me up for a fall bodyform , you crafty bugger

About a week later, Bodyform responded to Richard by posting a hilarious video that featured the company’s fictional CEO, Caroline Williams. In it, Williams apologized and came clean about what’s it really like for a woman to be on her monthly period.

“I’m sorry to be the one to tell you this, but there’s no such thing as a happy period,” Williams continued.

The hilarious ad gained a ton of press coverage and millions of views, dramatically increasing Bodyform’s social engagement and exposure.

2. Dumb Ways to Die

We’ve covered Metro’s Dumb Ways to Die campaign quite a bit on the AdMedia blog, and for good reason: It’s adorable, funny, and to some extent, true.

Metro promoted train safety by being completely honest about what could happen if people don’t exercise caution when they’re around trains: they could die in the dumbest way possible.

The results of the campaign were overwhelming. Metro gained worldwide attention, media coverage, and tons of buzz.

Filed under: Blogroll

A Look at What Some Brands are Doing This Valentine’s Day

Posted February 10, 2014 by fran @ 1:52 pm

With February 14 just around the corner, we thought we’d take the time to put the spotlight on some of the advertising and marketing promotions that brands are implementing this week. If you’re still on the lookout for ideas that you can put into action this Valentine’s Day, below are some things that you can draw inspiration from:

Macy’s – The luxury department store got bitten by the love bug, and it wants everyone to know about it. In a press release published today, Macy’s emphasized that it has something for everyone this Valentine’s Day and shoppers can get the items they need online or from any of its 800 locations nationwide.

Macy’s highlighted some of its jewelry, fashion, gadgets, and home décor items that can serve as a great Valentine’s Day presents. It also used the announcement to plug its By Appointment, Personal Shopping Service for people who may need help selecting the perfect gift for this Friday.

Takeaway: Are you selling any products of services that would serve as great presents this Valentine’s Day? Put them out there by means of a press release. Doing so can help you get more exposure and even some media coverage.

Additionally, you can also leverage your V-day-worthy merchandise in your advertising campaigns. For instance, if you’re running display ads, be sure to include specific gift items in your ad creatives to inspire people to buy. You may also want to run remarketing ads on those items so you can gently remind shoppers to come back to your site and complete their purchase.

TGI Fridays – While Valentine’s Day is largely about dates and romance, it wouldn’t hurt to give some kudos to the wingmen (or wingwomen) who helped you get those dates. Popular restaurant chain TGI Friday obviously recognizes this which is why it launched the #THANKSWINGMAN Sweepstakes where it will be giving away $15 gift cards to 500 users who send a tweet to the chain with the hashtag #thankswingman

Takeaway: Launch a contest this Valentine’s Day! Come up with a great in-store or social media contest that offers prizes to customers who engage with your brand. The more creative, the better.

SNL Parody – On Saturday, SNL released a hilariously truthful spot about where men can shop for last-minute Valentine’s Day presents. Spoiler alert: It’s CVS. Click here to watch the ad, then when you’re done laughing, put the following tip into action:

Takeaway: Have a little fun this Valentine’s Day by posting humorous messages on your social accounts. It’s a great way to give people a laugh and can open up opportunities for shares, conversations, and engagement.

Image:  ButterflySha on Flickr

Filed under: Blogroll,Company Headlines

Chase Teaches Us a Great Lesson about Targeted Marketing

Posted February 6, 2014 by fran @ 11:47 am

The holiday season of 2013 may be over and done with, but that doesn’t mean you can’t capitalize on it anymore. In the example below, you’ll learn about Chase Bank’s recent campaign and how it managed to take advantage of last year’s holiday season… even after two months.

See, to promote its Slate credit card, Chase recently sent a letter to consumers inviting them to get the card and move their balances with zero balance transfer fees. The letter’s headline reads, “Move your holiday balances to Slate and pay no balance transfer fees.”

Why it’s clever:

Chase is being really smart with the timing of its campaign. It knows that a lot of people probably have large balances on their credit cards due to the holidays, and it’s using that to reel people into getting its credit card.

What you can learn from Chase:

One important lesson to this is that targeting your advertising or marketing collateral  isn’t just about looking into people’s location and demographic. Timing, purchase history, and previous behavior also play huge parts in how you should target your ads and marketing messages.

In your next campaign, consider implementing a similar tactic. Don’t just think about who your customers are or where they’re from, factor in what they’ve been doing, what they’ve been buying, and if it’s the right time to approach them.

By doing so, you’ll be able to deploy more targeted and spot-on ads, and convert more users.

How to implement advanced targeting:

So do you need a huge budget and sophisticated technology to be able to effectively target users? Not at all. Talk to your ad network about their advanced targeting capabilities and how you can apply them in your campaigns.

For instance, at AdMedia, we implement behavioral targeting features together with geo- and device-based targeting. This way, we can zero in on users based on their previous behavior, location, and even their device (i.e. PC or mobile) and thus serve up the right ads. This enables us to effectively grab user attention and generate more conversions.

AdMedia also serves up Remarketing ads which target users who have previously visited a website. These ads get an extremely high click-through and conversion rate because they are geared towards people who are already interested in product or service.

Ready to take your user targeting to the next level?

If you’d like to implement advanced targeting on your ads, get in touch with AdMedia today and let’s discuss how we can optimize your campaigns.

Image  Free Grunge Textures – www.freestock.ca on Flickr

Filed under: Blogroll,Company Headlines

Monetizing tips for 2014 – How to get more traffic and clicks

Posted February 5, 2014 by fran @ 11:40 am

Marketing is undoubtedly regarded as one of the most essential steps in any business, which ought to be given emphasis from the onset. There is a lot that stands between creating a website and actually driving meaningful traffic to it while at the same time turning the traffic into actual sales or more clicks on your ads. Relying on traditional traffic generation strategies such as link-building alone will actually see you through a great loss in terms of potential customers. Here is a highlight of traffic building trends in 2014 that will help you get meaningful traffic and ultimately monetize it.

Use descriptions and titles which are irresistible

Meta descriptions and titles will determine the manner in which your page will appear on the search results and they remain very essential. Compelling titles coupled with interesting descriptions will actually make your website unique among the millions on search engines. When writing the Meta descriptions and titles, ensure you take an advertising approach by highlighting your expertise, using a unique sales proposition and clearly defining how a client will benefit from your content.

In as much as you want to keep the SEO standards, never go overboard. Use the primary key words at least once in your descriptions and titles but ensure that the flow is natural. If you are not sure of key word optimization, concentrate on readability rather than SEO.

Leverage the internal links

Getting your links from other pages is a well-known strategy for traffic generation. Do you need to give your page a boost with regard to ranking? Well, link it to some existing high-authority websites and be sure the ranking will improve significantly. Remember, your homepage is the most crucial and authoritative part of your domain. Ensure the entire trusted authority pages link from it and you will earn some meaningful traffic.

Compelling content is inevitable

Note the difference between this point and the power of Meta titles and descriptions. Compelling content refers to regularly updated and relevant information which is able to attract more visitors and spiders. The more visits you get, the more recommendations your page will have on social sites. There are three levels of content:

There is content which promotes a company together with its goods and services. Next is the kind of content which adds value to the products and services that you are presenting to people. This includes elaborate product descriptions, reviews, advice and regular updates on offers. Lastly there are articles and information which is meant to entertain and create good relationships between site owners and users. This is where you will create giveaways and competitions which have a close resemblance to the entity, but they may not necessarily generate traffic. This is all about content marketing and once it is done well, customer satisfaction is obvious and besides, it is a huge benefit in terms of SEO.

Make it fast

Google released new guidelines regarding the loading speed of smartphone sites in August 2013. In their recommendation, the key content in a page should appear on the user’s screen in 1 second or even less. Whether your site is responsive or rather you are using the dedicated HTML, you must take necessary steps to ensure it is fast. Away from the Google regulations, internet marketing experts from Croatia suggest you should put yourself in the shoes of a human user; why do you think someone will wait for so long while your competitors’ pages are opening so fast? There are various tools that you will use in testing the loading speed of your website. Do it and make the necessary changes.

In summary, it could take ages to receive and monetize your traffic if you entirely relied upon back-links. Make smart adjustments using the guidelines discussed here and you will be amazed by the drastic increase in traffic that your website will experience.

 

Filed under: Blogroll

Personalized Advertising: How to Approach Customers without Being Creepy

Posted February 3, 2014 by fran @ 1:30 pm

Thanks to Big Data and the advancements in online advertising technology, companies now have a ton of data and insights about their customers. Aside from having people’s demographic information, brands can also track users’ browsing and purchase history, and they can use all that information to develop personalized ads and effectively convert customers.

And while that’s all well and good, it’s important to note that just because you can leverage people’s information for your ad campaigns, doesn’t mean that should.  While using a healthy amount of user information in your ads can certainly create better and more personalized experiences, using too much data can creep people out.

To prevent that from happening, below are some online advertising best practices that you can implement to ensure that you won’t creep people out.

Don’t show up in every single website that they visit – This applies to advertisers running Remarketing campaigns. When used correctly (and in moderation), Remarketing ads an actually boost conversion rates by upto 125%. However, when used in excess, you could come off as being a bit to “stalkerish” to your customers.

For instance, when a user visits your site without completing a purchase, it’s perfectly okay to give them a friendly reminder by showing up on some of the sites that they visit. Do note that the key word here is “some”. If you overdo your efforts (i.e. if you show up on all their sites, all the time), you could turn them away.

That’s why at AdMedia, we allow advertisers to set a cap on their Remarketing campaigns. We enable you to determine the frequency of your ads so that they won’t follow people around in every website that they visit. By doing so, you are able to give people a small, but convincing nudge in the right direction, without overwhelming them with “in your face” marketing messages.

Be transparent – It may sound cliché, but honestly really is the best policy, especially when you’re dealing with consumer tracking and privacy issues. When you’re collecting data and monitoring the behavior of your site visitors, it’s essential that you be very transparent about your practices.

Sufficiently describe the information you collect as well as your data-gathering methods in your website’s terms of service and privacy policy. Also include the reason why you’re collecting user information. Tell users that you’re only doing it to give them a better experience, and not because you have some “Big Brother” agenda against them.

Doing so will go a long way in gaining the trust and esteem of your users. People love transparency and they’ll respect you more for it.

Give users more control over their information – Finally, it’s important that you empower users to take control of their data. Give them the tools to see exactly what’s being collected about them and how to remove their information from your data base.

You can also give users more control over how your messages are being delivered. For example, if you send out marketing emails, let your users customize message frequency and content.

Filed under: Blogroll

5 Awesome Superbowl Ads to Watch Out for This Year

Posted January 29, 2014 by fran @ 1:41 pm

You can’t have the Superbowl without ads. For generations, brands have been known to pull out all the stops (and drop colossal amounts money) on their ads that air on football’s biggest night. And while this trend lives on, we’ve seen a huge shift with how these ads are released over the last few years. Brands have finally embraced the power of online video, and in order to get more mileage out of their Superbowl ads, companies are now releasing teasers of their commercials even before the Superbowl airs.

This practice provides a win-win situation for both parties. Viewers get a sneak peek on the entertaining commercials that they’ll see on game day, while brands are able to rack up more views and exposure, while generating pre-Superbowl views at the same time.

So what can we expect for this year’s big game? Below is a look at some of the best Superbowl ads that you’ll see on Sunday:

GoDaddy – Body Builder

GoDaddy is notorious for using half-naked women to promote their products. This year though, the web hosting company decided to go in a slightly different direction. You’ll still see some half-naked people in the ad… they’re just not going to be a lot of women.

Axe – Peace

In this ad, Axe shows us various scenes that seem to suggest war and violence. There’s a Middle Eastern official poised to push a button that looks like it’ll deploy some deadly missiles,  there’s a scene where an armed solider runs through the fields with his gun pointing out, we also see a war tank driving down a desolate urban area, and we see an Asian general looking over the crowed (obviously meant to depict North Korea).

At first we think that all hell might break loose, but in a lovable turn of events, each tense spot turns into scenes of love.

Volkswagen – Wings

In this ad, VW lets us all know–in hilarious fashion of course–that they have the most cars in the road with over 100,000 miles. In the ad,  we see a dad telling his daughter that every time a Volkswagen vehicle reaches the 100k mark, a German engineer gets his wings. Can you imagine? You don’t have to. The ad does a pretty good job showing it to viewers. Be sure to watch it til the very end so you can find out what happens when a VW car reaches 200,000 miles.

Audi – Doberhuahua

Hate compromise? So does Audi. And in this ad, the automaker shows us exactly what’s going to happen if you ever compromise on the wrong things. Behold: the Doberhuahua (Doberman + Chihuahua).

Budweiser – Puppy Love

In this heartwarming spot, Budweiser tells the story of just how strong the love between a puppy and a horse can be.

Which ad did you like best? Do you have a favorite Superbowl ad that’s not on this list? Tweet us your responses at @Ad_Media!

Filed under: Blogroll

Are GIFs the Future of In-Image Advertising?

Posted January 15, 2014 by fran @ 4:21 pm

It’s no secret that images are a boon for publishers and advertisers alike. Publishers love them because they can add value and make website content look more attractive. On the flip side, images provide advertisers with a nice canvas to display their ads on. Since people are naturally drawn to pictures, displaying relevant ads on top of them can greatly increase CTRs.

Now advertisers and publishers typically choose to work with static images such as JPEGs or PNGs mainly because they’re just easier to deal with. That being said though, it looks like that trend is changing. More and more companies are using moving images or GIFs in their marketing campaigns and  consumers are loving it.

And we can definitely see why. We all know that moving images (such as videos) are more engaging and attention-grabbing, and with GIFs, people can make their messages more dynamic without the high costs of producing a video. GIF images are also lighter and easier to store, publish, and share. But don’t take our word for it. Below are two case studies of brands successfully using GIFs in their campaigns:

 Case #1 Subway

To promote its #januANY ($5 regular footlongs) campaign, Subway is using several dynamic and funny GIFs as creatives for their Promoted Tweets and Facebook posts. The fast food chain deployed a string of entertaining (and often weird) GIFs promoting their sandwiches. Needless to say, the purpose of the stunt is to get people to share the images online, and of course rise their cravings for Subway sandwiches.

And so far, it looks like the stunt is working. Each Subway post has received numerous, favorites and retweets and the campaign has already been covered in top industry websites, such as AdWeek, The Daily Dot, and more.

Case #2 Dell

Marketing Sherpa recently published a case study about how Dell increased its revenue by 109% thanks to its GIF-centric email marketing campaign.

Dell wanted to promote the XPS 12, a convertible tablet and Ultrabook with touch-screen features. The company knew that they would need more than just a static image to convey  the product’s full range of features so it instead chose to create a GIF of the product for its email marketing campaign.

The result? According to the case study, when Dell compared the campaign data with its quarterly campaign benchmarks, the GIF campaign gave them an 6% increase in open rate, a 42% increase in click rate, as well as a 103% and 109% increase in conversion and revenue respectively.

The takeaway

Consider using GIFs for your next advertising or marketing campaigns. You may find that not only will they engage and entertain your audience, but you might even save money in the process, considering that GIF images are easier and cheaper to produce.

Image:  Fayes4Art on Flickr

Filed under: Company Headlines

How Staples is Using Cross-Channel Marketing In Its Rebranding Efforts

Posted January 2, 2014 by fran @ 5:02 pm

Well that was easy quick. The retail, advertising, and office supplies realms have their first major news for 2014. Retail giant Staples–which is mostly known as being an office supplies store–just announced that it had dropped the letter “L” from its logo to illustrate that it is so much more than an office supplies retailer.  Not only that, but it is also swapping its “That was Easy” tagline for “Make More Happen.”

“We’re so serious about our expanding selection, we’re changing our logo. Every day, you’ll see a different product that you might not expect we carry” Staples said on its website.

To promote its massive rebranding move, Staples has a launched a comprehensive campaign that consists of TV commercials, display, video, image, and social media marketing.

Now, we here at AdMedia are certainly thrilled to hear about Staples’ expansion and we hope this big move works out for the company. For this blog post though we’d like to focus more on the fact that Staples has decided to use multiple platforms to promote its message.

Like we mentioned, Staples didn’t just announce its plans via press release. Rather, it made a big deal by pushing its new message via multiple channels (i.e. display, video, images, social media, TV etc.) all at the same time. This is a really good move and we think more brands should follow suit.

If you want to get more exposure for your website, products, or services, you have to distribute it via multiple channels (aka: cross-channel advertising). By doing so, you will not only ensure that you’ll get in front of as many people as possible, but you’ll help strengthen and re-affirm your message to anyone who encounters your brand.

So what exactly are the channels that you can use to distribute your message? Below are some of the most effective ones:

Display – Banner ads that are deployed on relevant websites. These are highly effective when it comes to increasing branding and recall.

Images and Videos – You know what they say: A picture is worth a thousand words. So think about what multiple images or even videos can do. The world is becoming more and more image-based (the popularity of Pinterest, Vine, Instagram, and Snapchat more than proves this) so brands should exert more effort in producing engaging eye-candies for their audience.

Search – Few strategies are more powerful than search. Aside from putting you in front of your target audience, it guarantees that your message is seen by people who are actually looking for it.

Mobile – More than 50% of internet browsing now takes place on mobile devices. With a statistic like that, the decision to distribute content, ads, and other marketing messages via mobile is pretty much a no-brainer.

Email – Land straight into people’s inbox to get their undivided attention. If you have your own email list, be sure to give your subscribers a heads up with regards to your marketing campaigns.

Filed under: Company Headlines
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