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Display Advertising: 3 Highly Effective (Yet Often Overlooked) Places to Show Ads

Posted May 30, 2013 by fran @ 3:57 pm

You know how people say that timing is everything? Well in display ads, positioning can be everything as well. People have become so accustomed to seeing ads at the usual places (i.e. sidebars, top of the page, etc.) that they hardly even notice them anymore.

Whether you’re an advertiser frustrated with people simply glazing over your ads, or a publisher looking for more dynamic advert placements, below are a few highly effective (yet often overlooked) locations where you can display ads.

Checkout pages – Shoppers always pay close attention to an online store’s checkout page because it usually contains important information such as shipping info, confirmation numbers, and the like. That’s why displaying relevant ads on these pages is a great tactic to get users to view and click through them. Use the checkout page to suggest products related to what the customer just bought. Doing so will increase clicks and conversion rates.

Thank you pages – Thank you / confirmation pages that show up right after a user submits a form also serve as great locations for your ads. Like checkout pages, users who arrive at thank you pages are more inclined to look at and read ads. Additionally, since they obvious just completed a specific call to action, these users are more engaged than your average visitor. Take advantage of that engagement and serve up your ads when they count. (Note: Be sure that the ads are relevant to what they signed up for to maximize clicks and conversions.)

Emails – Why are users more inclined to click on ads that they see via email? Simple. It’s because they’ve already subscribe to the emails that land in their inbox, and they’re most likely interested in the content of those messages. And the fact that they actually OPENED the email further validates this. Make users’ interest work for you by selecting ads that are related to the content of the message. Doing so can tremendously boost your CTRs and conversions.

Remember: It’s not always a question of “where”. HOW you display ads is equally (if not more) important.

While location, location, location  is really important in display advertising remember that manner of how the ads are served up also matters a great deal. Let’s say you don’t have the option to place your ads in the above-mentioned locations and you’re stuck with the traditional ad spaces like the sidebar.

You can still grab user attention and get those clicks and conversions by implementing these two things:

Behavioral targeting – Serving up ads at the most optimal time and environment based on users’ browsing history, location, previous searches, online behavior on more.

Remarketing – If people leave an online store without buying anything, you can implement Remarketing to bring those users back. The Remarketing technology will then serve up your ads even when users are browsing other sites (i.e. checking their mail, reading blogs, etc.)

Quick tip: Supercharge your Remarketing ads by implementing Cross-Channel Remarketing which enables the system to display ads across multiple platforms and channels, including mobile, social media, search, apps, and more.

Image credit:  pasukaru76 on Flickr

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