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3 Reasons Why People Aren’t Clicking Your Ads

Posted May 15, 2013 by fran @ 3:12 pm

So you’ve designed the perfect ads for your awesome product and you can’t wait for people to start noticing them. You set up your online advertising campaign, launch it, then…. crickets. Your ads are live, but for some reason people just aren’t clicking them.

Sound familiar? If your ads aren’t performing and you’re stuck wondering what’s up with your abysmal CTRs, you may want to back track and see if you’re committing any of the following mistakes:

They’re vague

Your ad copy should concisely answer the following questions: a) Who is this ad for?; and b) What should people do when they see the ad?

Those questions seem pretty basic, but you’d be surprised at the number of companies that get this wrong. Let’s break them down, shall we?

a. Who is this ad for? – In other words, who is your target audience? Who are your customers?  If they see the ad, will they immediately know that it’s meant for them? A huge mistake that businesses make in this aspect is trying to appeal to everyone. They use broad ad copy to try to accommodate every single user. The result? Poor ad performance. Remember, if you try to please everyone, you’ll end up pleasing no one.

Write your ad with a specific target audience in mind. Zero in on the demographic and sociographic of your ideal customers and gear your ads towards them and ONLY them.

b. What should people do when they see the ad? – Make sure that you have a clear call to action on your ads. Spell out what you want people to do. Do you want them to sign up? Download a free e-book? Call you?

Whatever it is, be straightforward and unequivocal about it.

They don’t answer the most important customer question: What’s in it for me?

You have a great product and you want to showcase just how awesome it is. We get it. The question is, will your users get it as well?

While it may be tempting to brag about the awards that your product has won or the cutting-edge features it has, it may not be a good idea to populate your ads with these things alone.

Try to focus on the benefits that your product provides rather than its features. The latter tends to resonate more with people.

For instance, if you’re selling a phone with a 100 mega-pixel camera, the sophisticated camera would be the FEATURE, while the BENEFIT would be the fact that users will be able to take better, high-quality photos that they can post on Instagram or Facebook.

Features merely showcases what the product does, but the benefits show what it DOES FOR USERS. They answer the question, “What’s in it for me?”

Take note: Features TELL, but benefits SELL.

The offer isn’t compelling enough

Sometimes you need to offer a little extra something in order to really stand out.

For example, if you’re putting up ads to get people to sign up to your newsletter, give away a free eBook or report to incentivize them even more. Want to get the word out about that sale you’re having? Offer a coupon right on the ad itself to really get people to click through your site.

In this day and age, everyone is competing for consumers’ attention, so you need to find a way to offer real value to your customers in order to get them to listen to you instead of your competitors.

Image credit: StockMonkeys.com on Flickr

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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!

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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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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

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Google AdWords Enhanced Campaigns: Getting Started

Posted February 20, 2013 by fran @ 9:00 am

Today’s post is a guest entry from Ian Lopuch, a top online marketing executive who has had direct P&L responsibility on over $150 million of search engine marketing spend during his 8+ years in the industry. In his spare time, Lopuch is an avid blogger at PPC Ian.

In the world of pay per click search engine marketing, there is one amazingly hot topic right now: Google AdWords Enhanced campaigns. A few weeks ago, on February 6 to be exact, Google announced their brand new platform on their Inside AdWords Blog. Enhanced campaigns are such a big deal that the online advertising blogosphere has been full of posts about this very topic. So, why add another post to the conversation? I really wanted to take a more tactical approach and offer tips to get started. After briefly explaining Enhanced campaigns, I’ll dive into a actionable tips so you can plan your migration today.

What are AdWords Enhanced Campaigns?

The digital world is truly transforming. Just a few years ago, most searchers primarily leveraged desktop devices (their home computer and their work computer). Thanks to the rapid expansion of mobile smart phones (such as the iPhone), tablets (such as the iPad and iPad Mini), and even smart TVs, consumers have truly changed their search behavior. Search is no longer tied to one single device. Consumers are now searching across all devices, and we live in a “constantly connected world.”

Recognizing this transformation, Google decided to update AdWords by unifying campaign management. Why have separate campaigns and ads for different devices? It gets far too cumbersome, in Google’s opinion. Rather, Google has decided to unify management across devices from a single campaign structure. Set up one set of campaigns and manage all devices from the same location. Want to have different bids by device? No worry: Google will allow you to have a multiplier in place so mobile bids, for example, can be a fraction of your standard search bids. In addition to the simplified structure, Google will offer new Enhanced Campaign reporting.

Facing perhaps the biggest change to Google AdWords in the last several years, what can you do today to prepare? That’s the topic of the rest of today’s post!

Tip 1: Talk To Your Google Account Management Team Immediately

There are so many nuances with Enhanced Campaigns. While the literature online provided by Google is extremely helpful, there is no doubt you will have more questions. Make sure to reach out to your AdWords team (if you have one) and ask all of your questions immediately. Without getting answers to your questions, it will be impossible to formulate your strategy.

As a sub-tip, make sure to reach out to your PPC agency. I’m a huge fan of agencies, especially because they have an amazing array of knowledge across verticals and clients. Leverage your agency to get answers and to derive a strategic plan.

Tip 2: Start Testing Immediately

Log into your Google AdWords account. Navigate into one of your smaller campaigns. You should see a dialog at the top that says, “This campaign will be upgraded to an enhanced campaign in a few months. Or you can upgrade right now.” Under this dialog is a button that says, “Get started”. My recommendation is to start testing with a few campaigns, especially your smaller ones. Time is of the essence and there is a lot of time right now. Leverage that fact to your advantage and get started early. I know I will be testing aggressively over the coming weeks.

Tip 3: Become Very Familiar With Your Mobile and Tablet Bids

Do you have separate campaigns for mobile smart phones and tablets? Many advertisers do, and for good reason. Different devices perform differently, and therefore require unique bids. With the new Enhanced Campaigns paradigm, your separate mobile and tablet campaigns will go away. Your mobile and tablet bids will be a function (percentage) of your search bids. My advice is to study your current mobile and tablet bids closely so the new Enhanced Campaign bids will be as close as possible to your current ones. Since Enhanced Campaign bid percentages will be set on the campaign level, you will lose some granularity in bidding, however a smart campaign structure (and perhaps a little reorganization) can keep things close to your current strategy. The key here is time is on your side (we have a few months) so start testing and experimenting now.

Tip 4: Become Very Familiar With Your Mobile and Tablet Keyword Coverage

If you have separate (newer) campaigns set up for mobile smart phones and tablets, it’s unlikely you have the same full keyword coverage as with your old time search campaigns. However, everything will change with enhanced campaigns. Your keyword coverage on mobile and tablets will expand dramatically (if you want it to). As such, it’s important to start testing now. Keywords can perform quite differently on mobile and tablet devices, as compared to search. Since bid multipliers will be set on a campaign level, it will be important to start testing and thinking about keyword coverage across all devices. As with Tip 3, you may want to consider some reorganization to isolate poor performing keywords into separate campaigns (so they can be shut off on mobile and tablet devices without affecting strong keywords).

Tip 5: Connect With Your SEM Platform

Do you leverage an SEM platform? Make sure to reach out to them immediately. Understand their plans to support Enhanced Campaigns. Are you happy with the answer? If not, you may want to audition other platforms and understand their plans for Enhanced Campaigns. In my opinion, your platform’s adoption of Enhanced Campaigns will be mission critical to your results in 2013. Make sure everything is in place to ensure success. Many SEM platforms have already been collaborating with Google regarding Enhanced Campaigns.

Tip 6: Share Your Plan With Senior Management

As my closing tip today, I wanted to encourage you to educate your senior management team about Google’s big change and your plans to navigate the transition successfully. There is no doubt that your senior executives will hear about Enhanced Campaigns. Make sure they are armed with a strong summary of the changes and inspire confidence in your plan. I hope these tips help and best of luck transitioning over to the new platform!

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What are your advertising plans this Valentine’s Day?

Posted February 6, 2013 by fran @ 12:51 pm

Say what you want about Valentine’s Day and how it’s become so cheesy, lame, or commercialized, but the fact of the matter is people are generally more engaged during this time of the year. Love it or hate it, Valentine’s Day offers huge marketing + engagement opportunities for both advertisers and publishers, so you can either join in on the fun, or watch from the sidelines like a third wheel.

V-Day Tips for Advertisers

Keyword Research – According to Search Engine Watch, the top 10 searched key words for Valentine’s Day are:

  • diy valentines gifts
  • valentines day border
  • valentines day drinks
  • valentines day baskets
  • valentines day treats
  • whens valentines day
  • valentines day gift
  • valentines day poem
  • valentines day cupcakes

It’s good to be aware of these keywords even if you aren’t in the romance / gift industry because they can give some ideas for PPC ads. Check out these keywords and think of ways that will allow you to incorporate them into your campaigns.

Tailor your ads for the special day – Really can’t find anything remotely related to any of the keywords above? That’s okay, this is your chance to think outside the box. Surely there are other ways in which you can demonstrate your Valentine’s Day spirit. Tweak the design of your banner ads to reflect the occasion. People are more inclined to notice hearts and candies this time of year, so if you can find a way to relate your brand with these things, then do so.

Show your customers some love – Beyond the candies and flowers, the one thing that people really want on the 14th is some TLC. This Valentine’s Day, treat your customers to special deals and sales. Show them how much they mean to you by offering them a freebie or two on this special day. Your customers will love your more for it.

V-Day Tips for Publishers

Pay attention to most searched for terms – Advertisers running PPC campaigns aren’t the only ones who should pay attention to popular keywords, you know. Take a peek at the most searched for terms above, and see if you can publish anything related to them.

For instance, if you have a DIY blog, then V-Day is the perfect time to write about homemade gift ideas and how to’s. Have a website about cooking or baking? Take this opportunity to post recipes perfect for a romantic dinner.

Go beyond the mushy stuff – Of course, Valentine’s Day isn’t just about romance. It’s about love in general. You don’t have to write some cheesy article about your special someone on your blog, but you CAN tell the story of how much you love your business or your craft. For example, why not share the tale of how you and your hobby or profession first “met”? What are the things that you love above your field or industry? Valentine’s Day could also be the perfect opportunity for you to gush about how much you adore your blog’s visitors and subscribers. If you haven’t done so yet, take the time to let them know how special they are. Again, they will love you more for it.

Image credit:  Peggy2012CREATIVELENZ on Flickr

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Catch these Super Bowl Ads Online Before the Big Day

Posted January 30, 2013 by fran @ 12:26 pm

Super Bowl Sunday is just around the corner, so the sports industry is undoubtedly abuzz. However, it’s important to note that sports fans aren’t the only ones who will be at the edge of their seats this Sunday. The Super Bowl has always been a huge deal in the advertising industry, as it’s one of the most watched events on television. 30-second ad spots cost millions of dollars, but brands are more than willing to shell out big bucks to snag them.

What’s interesting though is that the past couple of years prompted a shift in how advertisers unveil and track their Super Bowl ads. Aside from TV, social media and online ads now play a colossal part in the deployment and measurement of these game commercials.

It all started in 2011 when German automaker Volkswagen posted their Super Bowl commercial on YouTube before the big day. The ad, which features a boy dressed in a Darth Vader costume trying to use “the force” on his dad’s VW sedan, went viral and got millions of views on the site. The move also generated a ton of buzz around the brand and it proved to be an incredibly successful move for Volkswagen.

In fact, the move was so successful, that other companies followed suit. According to YouTube industry director Suzie Reider’s statement on CNN, “in 2012, more than 60% of advertisers released ads or teasers on YouTube before the actual Super Bowl.”

This year, we’re seeing more of the same moves. Brands are unveiling their Super Bowl ads well before the big day, and netizens are more than happy to consume them.

Below is a list of sneak peeks of some of the most promising Super Bowl commercials. If you’re yearning for spoilers, check them out on YouTube below:

1. Volkswagen Super Bowl 2013 Game Day Commercial | Get In. Get Happy. – Let’s start with the brand that started it all. This year, the German automaker wants viewers to “get happy” by getting in a Volkswagen (more specifically, a 2013 Volkswagen Beetle).

2. CENTURY 21 Super Bowl Commercial: “Wedding” [Official 2013 TV Spot] – Real Estate company Century 21 on the other hand, lets people know that in case of a housing emergency, there’s no reason to panic, as long as there’s a Century 21 agent in the house. Whew. Good to know.

3. Coke Chase 2013 Ad – Coca-cola takes a slightly different approach. They released a part of their 2013 Superbowl ad on YouTube and they’re letting viewers decide on the ending. In the ad, a group of cowboys, showgirls, and badlanders are racing through the dessert towards the Coke, and it’s up to the viewers to decide on who will win the race. Want to join in on the fun? Cast your vote on cokechase.com.

4. 2014 Kia Sorento Space Babies Big Game Car Commercial Teaser – Kia Motors unveils a teaser of their game day ad, and urges people to “fasten your diapers — this adventure will blow your mind into another dimension.” Guess we’ll have to wait til this Sunday to find out what this is all about.

Image credit eshedg on Flickr

 

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How to Get In Front of Your Audience without Being Annoying

Posted January 28, 2013 by fran @ 12:19 pm

Don't be an annoying advertiser!

Don’t be an annoying advertiser!

When it comes to online advertising, companies need to strike a balance between being seen and being annoying. If you’re too subtle with your advertising, or if you’re not advertising enough, you risk being overlooked or being invisible to your customers. However, if you’re too brazen with your ads or if you use the power of advertising for evil, then you could end turning off your customers.

The key is finding the right type and frequency for your ads. Each target audience and demographic is different, and how to implement your online advertising campaigns will depend on what you’re selling and who you’re selling it to.

In any case though, there are few effective pointers that you should take into consideration:

Avoid being obtrusive – Steer clear of ads that disrupt user’s browsing experience as you might end up annoying or scaring off your audience. This is why flashy pop-up ads get such a bad rep—they show up unannounced and interrupt what the user is viewing. It’s best to run ads that naturally fit in the environment, without being invisible.

In-line text ads for instance, work great because they don’t disrupt the flow of the website’s content and only appear when users hover over them. Overlay ads are another great example because they show up on top of images or videos that are already on the page without having to appear as a different window. You can also try pre-roll ads that play before a video rolls, so your users’ browsing experience isn’t disrupted when they’re in the middle of watching an online clip.

Be cute, funny, or witty – Want to stand out without being a pain or an eyesore? Then be something that you audience actually wants to see. Distractions can sometimes be welcomed—as long as they’re the type of distraction that will amuse or entertain your target.

Be witty on your ads. Don’t be afraid to crack a joke or be a little crazy. Remember what Pringles did to keep users clicking on their ad? Or what about what Samsung and A&F did to spruce up their ads? Look into what’s hot in pop culture or find some industry jokes in your field and inject those elements into your ad campaign. Not only will you be able to entertain your target audience, but you can also be able increase the chances of the ad going viral. If it’s funny or memorable enough, people will share it and your brand can enjoy the great exposure.

Be relevant – Last but certainly not the least, is relevancy. No matter how fancy your ad is, it won’t matter if it isn’t relevant to your customer’s needs, what they’re reading, or what they’re searching for. It’s important that you select the websites and other advertising channels that your audience is into. What are the websites that your customers often visit? Make a list and see if you can advertise on those sites.

When it comes to search, do thorough keyword research before you start bidding. Put yourself in your customer’s shoes and find out what they’re searching for. Want a surefire way to be relevant to the needs and interests of your customers? Then try remarketing, which targets users who have already visited your website. Remarketing is especially effective because it zeroes in on people who have expressed their need or interest in what you have to offer which means that their chances of converting are exponentially higher.

Image credit: theogeo on Flickr

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Video is about to get even bigger. Are you ready?

Posted January 9, 2013 by fran @ 1:20 pm

It shouldn’t be any question that video will be among the dominating channels in the online advertising realm. In fact, according to eMarketer, “US online video ad spending will nearly triple in the next 4 years.” So while video is a big deal right now, it looks like it’s going to get even bigger in the near future.

Whether you’re an advertiser or publisher, it’s best to see how you can take advantage of this rising medium. Video can give you the potential to reach an extremely wide audience so use it wisely and use it well.

Need ideas on how to incorporate video into your campaign? Consider the following:

PreRollStream

Advertisers: PreRollStream ads appear right before a video is played. This ad type proves to be effective because it gets in front of an audience that is already engaged. People that watch online videos respond positively to interactive ads as long as they’re relevant to what they’re about to see.

Speaking of relevance, when displaying video ads, always make sure that they’re geared towards the right audience. Consult with your ad network and ask them about how they target video ads so that you know exactly what types of users are seeing your message.

Publishers: If you aren’t placing ads on your videos yet, then you could seriously be missing out on huge revenue stream. By allowing (relevant) pre roll ads to play with your videos, you’re not only opening up opportunity to earn more money, but you’re also supplementing people’s viewing experience at the same time.

Also, if you’re worried about annoying your viewers with ads, then opt to place a close button that allows them to skip the ad and go straight to your video.

FooterRoll

Advertisers: If you’re looking for more out of the box ways to display your video ads, then consider looking into FooterRoll. This ad type appears as a horizontal toolbar at the bottom of the page. The toolbar supports an expandable advertisement that plays whenever the user hovers over it. Aside from the actual add, FooterRoll can also have social media buttons as well as a search box that allows people to have a more interactive browsing experience.

Publishers: Publishers on the other hand can use FooterRoll to add more functionality to their site while earning additional revenue in the process. The FooterRoll toolbar is customizable so you’ll be able to select the ad types and buttons that it displays. You’ll also be in control of how the toolbar behaves so you can ensure that it doesn’t disrupt the content flow of your site.

Additional Video Tips

Fancy video tools and platforms are great and all, but the fact remains that your video campaigns will only truly be effective if they’re reaching the right audience. If you’re an advertiser, always think about your target customers in every step of the video production process, from the storyboard, to production, to actually deploying the ads. It’s also best to collect data so you can improve future campaigns and be more targeted.

Remember, relevance is key.

The same thing goes for publishers. Only display videos that are relevant your content and target audience. Serving up video ads that your viewers don’t care about is a big turn off. On the contrary, if you display advertisements that are fun to watch and actually add value to your audience’s viewing experience, then you are helping to create a win-win-win experience for yourself, your audience, and advertisers.

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Have a Steady Stream of Content with These Tips

Posted January 7, 2013 by fran @ 12:50 pm

A stream of fresh and engaging content is important both in getting traffic and building a brand, so never skimp on the quality and quantity of your posts.  Every good publisher knows this and is aware that content is the lifeblood of a site and is crucial to getting revenue from pay per click ads.

Of course, producing top notch posts on a consistent basis isn’t always easy, which is why publishers should seek the assistance of websites, tools, and fellow bloggers to ensure that their website is always fresh with click-worthy articles.

Below are a few examples of  how you can do just that:

Have an editorial calendar – Save yourself from the stress of last-minute content production by developing an editorial calendar. It doesn’t have to be fancy; you can easily create one using Excel, or even Google Calendar. What’s important is that your editorial (or content) calendar should lay out your article plans and ideas for the coming months.

Collect your article ideas and assign each idea to a particular day, so that when your deadline draws near, all you need to do is consult your editorial calendar and start working.

Take on guest posters – If you have a lot of things on your plate and are way too busy to produce content consistently, then you may want to consider getting into guest posting. As its name clearly indicates, guest posting works by letting people who aren’t part of your organization to contribute posts to your site. In return, guest posters would ask the be allowed to include a link somewhere in the article (usually in its author bio) that leads to their own website.

Guest posting creates a win-win situation for both parties. The site owner is able to publish new content for their website, while the guest poster gets a backlink or two out of it.

Do note however, that not all guest posts are created equal. You should only accept guest posts that meet the standards of your website and that truly offer value to readers. Do not take articles just for the sake of doing it, as low quality posts can tarnish the image of your site and send visitors packing.

Have handy tool for jotting down ideas – Never let your brilliant ideas slip through the cracks! Always jot down any thoughts or concepts that may occur to you. Download a nifty app such as Evernote to ensure that you will be able to record your ideas even when you’re on the go.

Interview other people in your industry – Consider interviewing other people in your space to shake things up on your website. Talk to them about a hot issue or event and exchange ideas. Doing so can really stir up discussion—not just between you and your interviewee but with site visitors as well. Not to mention, doing an interview can also be mutually beneficial. On one hand, you are able to get new content and potentially a new audience for your site, while the person being interviewed is able to put their ideas out there and could possibly gain a new audience themselves.

Image credit:  cambodia4kidsorg on Flickr

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