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Why Remarketing is the Go-To Ad Type in eCommerce

Posted March 27, 2013 by fran @ 10:24 am

Unless you haven’t logged in to your Facebook account in the past year or so, you’ve probably seen some ads on your feed. This really isn’t a surprise, since people don’t have to pay to be able to use the site. Facebook has to make money somehow, and running ads makes the most sense.

And if you’ve been paying attention, you’ve probably noticed that Facebook ads are slowly evolving and becoming more and more prominent. At first their ads only appeared as small boxes on the right hand-side of the news feed. As things progressed, some ads also started to appear on the news feed and businesses on Facebook were also given the opportunity to promote their posts and pages on user’s feeds.

But perhaps the biggest change to hit the Facebook ad landscape happened yesterday when the social network started placing news feed ads from its ad exchange, FBX. For the uninitiated, FBX is Facebook’s version of Retargeting (or Remarketing as we like to call it). It works by letting companies display their ads on the right-hand side of Facebook based on the browsing habits of users.

So for instance, if you started looking at websites selling used cars and you suddenly went back to Facebook to see what your friends are up to, you will most likely see ads for used cars on the right hand side of the site.

Yesterday though, Facebook took FBX to the next level by displaying those retargeted ads right on users’ news feeds, making them much more noticeable.

Facebook’s venture in the ad remarketing space is a clear indication of how powerful the ad technology is. If you haven’t done so yet, it’s highly recommended that you check out how remarketing works, because this ad format has some of the highest conversion rates around.

The stellar results of remarketing ads can be attributed to the fact that it only targets people that have already expressed interest in your products or services. For example, let’s say a user visits a site that sells shoes. The curious shopper decides to look around but leaves without buying anything. If the site has remarketing ads enabled, the system will tag that shopper’s browser, which will allow it to follow the user as they browse other parts of the web.

So when that person checks their mail or reads articles on other sites, they will be able to see an ad reminding them to complete their purchase on the original shoe website. This type of advertising builds a sense of familiarity with consumers, thus making them much more effective compared to irrelevant advertisements.

The targeting capabilities of remarketing are so powerful that it has become the go-to ad type for most e-commerce websites. Of course, don’t take our word for it. Try it out on your site and bring back those lost visitors today!

Filed under: Company Headlines

2 Things You Can Do Right Now to Spring Clean Your Advertising and Marketing Campaigns

Posted March 19, 2013 by fran @ 11:27 am

While it may be tempting to do so, you can never really apply the “set it then forget it” method in your online advertising, marketing, and social campaigns. We’re in an industry that’s continuously evolving, so if you become complacent and let your online efforts and strategies remain stagnant for extended periods of time, you will get left behind.

It’s important to constantly cook up ways to reach your target audience and come up with out of the box strategies that would enable your brand to stand out from competitors.

However, it’s not just about coming up with new things. Being innovative and keeping up with the times also involves eliminating outdated or unneeded components. Practice the act of regularly getting rid of things that aren’t serving you anymore so you can move on more quickly and efficiently.

In the spirit of spring, we thought that it would be the perfect time to offer some suggestions on what you can clean up in your biz. Examine your current social media, marketing, or advertising strategies and see if there’s anything you can declutter.

Check out some of the tips below to help you get started:

1. Dust off outdated website tools, widgets, or copy on your site

Take a good look at your website. Aside from checking for spelling or grammar errors, re-read your content and see if everything’s up to date. For instance, does your about page still reflect the current vision of your company? Is your contact page up-to-date? These little details can slip through the cracks especially when you’re too busy making changes with the company, so make an effort to spring clean these things.

You may also want to review the images that you have. Is the photo on your about page outdated? Are you still showing images from your old office? If so, then get behind (or in front)of the camera and start snapping those photos. Why not shoot a video while you’re at it? Adding a video to your site can increase traffic and engagement so it’s certainly something to consider.

On top of your content, take a look all the widgets or extensions that you have running and ask yourself if you really need all those tools. If not, deactivate or get rid of them completely, as they could just be slowing your site down.

2. Get rid of ads that aren’t performing

Whether you’re running PPC ads, remarketing campaigns, banner advertisements, or all of the above, take the time to look at your stats and analytics. Determine which ads are doing well and which aren’t so you can get rid of the non-performing ads and optimize the campaigns that ARE working. Cutting those unnecessary campaigns will make room for better ideas and more innovative campaigns.

Aside from improving the performance of your ads, cleaning up your campaigns will also help save you a ton of money. Letting low-performance ads keep running can eat up your budget so it’s best to get rid of them so you can use your money more effectively.

Image credit: Creative Tools on Flickr

 

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Filed under: Company Headlines

St. Patty’s Day Ideas for Brands

Posted March 11, 2013 by fran @ 10:53 am

St. Patrick’s Day is coming up and that pretty much explains all the green beer ads we’ve been seeing. Not in the beer or bar industry? No worries. Just because you aren’t in the business of serving alcohol doesn’t mean you can’t take advantage of the St. Patty’s Day spirit and incorporate the special day into your online advertising or marketing campaigns.

Remember, it’s important to stay fresh and relevant so even if a particular holiday or season isn’t directly related to your line of work, do your best to inject some of its themes into your materials anyway. Doing so will not only send the message that your business is current and relevant, it will also increase your chances of getting found and noticed online since most people will be searching for things related to the current season or holiday.

Not quite sure how to apply that to the coming St. Patrick’s Day? Here are a few themes that you can work on:

Luck – This is a huge thing during St. Patrick’s Day, with all the four-leaf clovers and all. In the coming days, consider incorporating luck into your marketing campaigns. Perhaps you can hold a contest with a big juicy prize. Why not give your Facebook fans a treat and give out a reward to some lucky fans?

The good news is luck practically has a universal appeal with consumers, so it shouldn’t be that difficult to come up with an ad or gimmick that incorporates it.

Good times – St. Patty’s Day is all about the good times, and a lot of people really go all out with their parties during this day of the year. See if there’s anything that you can do to ride that party wave. You don’t necessarily have to throw a party of your own (that would be cool, though) but try to do something that can bring people together and have a great time.

Post a funny, St. Patty’s themed photo and encourage people to comment. Or hold a live chat session that will get the community talking.

Safety Reminders – Partying hard is fun and all, but some people forget that fun should come with a few precautions. If you’re in a position to do so, why not take the chance to remind people to stay safe during St. Patrick’s Day? You don’t have to release a stiff PSA or anything. Instead, let your customers know that your brand cares by giving them a friendly reminder to party responsibly during St. Patty’s. You’re bound to rack up some points with your audience when they see how much you care.

The color green – Sometimes, you don’t have to be too fancy or complicated, and broadcasting your St. Patrick’s Day spirit can be as simple as turning your site green for a change. Or maybe you can switch up your Facebook, Twitter, or Google+ cover photo to reflect the festive color of St. Patty’s.

Any type of change that shows that you’re in the spirit can immensely help your brand, so be sure to do whatever you can!

Image credit: mdid on Flickr

Filed under: Company Headlines

3 Reasons Why You Should Pay Attention to SXSW 2013

Posted March 4, 2013 by fran @ 12:54 pm

South by Southwest is around the corner once again and everyone in Austin and beyond is gearing up for this huge conference. Known as one of the biggest, must-attend events in film, music, and tech, SXSW showcases some of the best new companies, ideas, and products. People from all over the nation flock to it every year, and 2013 is no different.

Whether you’re an advertiser or a publisher, keeping abreast with what’s happening at SXSW Interactive is something that you should keep on your to-do list. The conference, which will take place March 8-12 “will feature five days of compelling presentations from the brightest minds in emerging technology, scores of exciting networking events hosted by industry leaders, the SXSW Trade Show and an unbeatable lineup of special programs showcasing the best new digital works, video games and innovative ideas the international community has to offer.”

Even if you can’t be there in person, be sure to follow news stories, tweets, and updates surrounding this event because they’ll certainly give you an idea of where the digital world is heading.  Still need more convincing? Below are a number of really good reasons why you should stay informed with what’s happening at SXSW:

You’ll be able to come up with relevant material – Next week is going to be anything but a slow news week. The digital world will certainly be abuzz with what’s happening at the conference, and you’re bound to see a lot of shares and engagement.

Your job is to find your unique SXSW angle that will allows you to create relevant content for your target audience. Whether you’re an advertiser looking for new material for an online advertising campaign, or a publisher trying to come up with something to write about, SXSW is something that you should certainly look into.

Another reason why this is a great idea? People will be actively looking for SXSW-related content. So if you keep up with this trending topic, your material will have a much better chance of getting found.

You’ll get a glimpse of the hottest companies and products – SXSW will be crawling with brilliant startup founders and creators, so if you’re looking for the next big thing in tech, chances are you’ll find it here.

Take the opportunity to get to know the rising stars of the digital realm and see how you can use their products or services in your own business.

You will learn a ton of new things – This conference isn’t just about demos and swag. SXSW Interactive will also hold keynote talks from some of the industry’s most influential individuals and thought-leaders. Listen to what they have to say, folks. You’re bound to pick up a ton of great advice and ideas.

This year, keynote speakers include Elon Musk, the CEO and Product Architect of Tesla Motors and the CEO / CTO of SpaceX, Tina Roth Eisenberg, a designer who runs Brooklyn-based collaborative workspace Studiomates and creator of TeuxDeux, Julie Uhrman of OUYA with Joshua Topolsky of The Verge, and Matthew Inman of The Oatmeal.

 

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