I wrote the first part of the ‘How to Create an Effective Banner Ad Marketing Campaign’ topic a while ago, you can find it here.
Landing Pages
So, let’s continue with where we left off. Along with your custom banner ads, you need to build appropriate and targeted landing pages. Think of it like this, you don’t want to be sending traffic that has clicked through your banner ad (which contains a specific message or notion) to end up at some rather random destination, you want to continue on with your consistent marketing method, and portray linking points from your banner ad into the landing page that the visitor ends up at.
If the visitor feels no connection between the banner ad and the destination, they’re going to become uninterested and confused, remember you only have a few short seconds (if that) to gain the visitors interest to explore your product/service website more.
Let’s use Campaign Monitor’s campaign as an example, seeing as their execution was spot on. They created a set of landing pages to coincide with the custom banner ads that they made, and made sure each corresponding landing page shared the same core message as the banner ad that got the visitor to click through.
It’s good to experiment when it comes to your landing pages too, for example, Campaign Monitor used a modal box in one of their landing pages which prompted a response to the question “Are you a designer?”. Designers were their target audience, it was quite an adequate question to ask to weed out the right people. Yes, there’s a risk there of scaring away those valuable visitors that have clicked through your ads, so be wary when implementing such tactics.
Purchasing Spots
OK, so you’ve got your custom banner ads and your custom landing pages sorted out, now what? Now comes the bit where a lot of people lose focus, and make somewhat bad decisions, and that is purchasing ads on the right websites. This is a very tricky part to get right because CTR and conversions can vary so wildly depending on the quality of the traffic. First, you need to understand what you’re looking for, and that’s ultimately conversions, NOT CTR. Who cares if 1000000 people click through your ads? If you don’t make any conversions through that traffic, it’s useless. Simple. A conversion can either be a sale, or sign-up (potentially to a free trial) of your product/service and should be the main statistic that you should be following when making ad buying decisions. We’ll go more into conversions and CTR as we progress through the process.
There are a couple of strategies you can implement when it comes to picking ad spots. My own personal goal is to try and achieve the most out of a small budget as possible, so that really means looking at smaller sites that have comparatively cheaper spots when taking into consideration differences in traffic, reach, etc.
Really experiment and trial out a bunch of spots, ads, and landing pages, and keep tweaking until you find a winning formula. Remember you can always approach your campaign from a bunch of creative angles to get your message across, it pays to be unique.
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About ElegantBanners: ElegantBanners.com is a service that designs high quality custom creatives for your ad marketing campaigns online. We create display ads for Google Adwords and all other major ad networks and our ultimate aim is beautiful, yet effective banner ads for all.
Taiyab Raja is an avid blogger, freelancer and banner designer for ElegantBanners. His passions lie in creating stunning visuals for the web, and developing great online businesses.
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[...] How to Create an Effective Banner Ad Marketing Campaign: Part Two [...]
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[...] How to Create an Effective Banner Ad Marketing Campaign: Part Two [...]
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