Landing-Pages on Adbeat

BFCM display ad strategy: Best practices from Home Depot, Pandora and more

Thu, 19 Sep 2024 20:24:12 +0000

Black Friday and Cyber Monday (BFCM) are make or break for retailers, with over 200 million consumers shopping in-store and online across the 2023 Thanksgiving weekend.

Per Adobe Analytics, Cyber Monday remains the biggest online shopping day of all time, with total sales climbing 7.8 percent to $38 billion last year — including peak sales of $15.7 million per minute between 10:00 – 11:00 pm Eastern.

With so much on the line, it makes sense to start planning your BFCM display ad strategy as early as possible.

Airbnb, Booking.com and VRBO: Analyzing the display ad strategies of big travel brands

Thu, 11 Jul 2024 20:04:52 +0000

Now that summer is in full swing, many of us have one thing on our minds: travel. Interest in travel-related search topics like “hotel” spikes during the hottest months of the year…

…prompting travel brands large and small to battle it out for our vacation bucks.

But how do the travel industry’s biggest advertisers leverage display ads to differentiate themselves? Where are they spending their money? And what types of creatives and landing pages do they use?

8 persuasive Pride display ad campaigns (featuring Hulu, Tinder & more)

Wed, 12 Jun 2024 23:27:41 +0000

About one in 13 adults in the US now identifies as lesbian, gay, bisexual, transgender, queer, or some other sexual orientation besides heterosexual.

Which makes Pride month a massive deal for pretty much every brand.

And it’s even more essential for those with younger-skewing audiences, given that almost one in 10 millennials and more than one-fifth of Gen Z adults identify as LGBTQ+.

Unsurprisingly, this means Pride has become a battleground for brands looking to target LGBTQ+ consumers — and display ads are one of the most hotly contested warzones.

How flower delivery brands use display ads to boost Mother’s Day sales

Thu, 09 May 2024 18:51:32 +0000

There are two classic ways to show your mom how much you love her on Mother’s Day.

One is to write it in a blog post for a leading competitive intelligence platform ( I love you mom!). And the other is to say it with flowers.

Most Americans choose option #2. Per the National Retail Federation, 74 percent of consumers sent their mom flowers for Mother’s Day 2023, making them the nation’s go-to Mother’s Day gift.

More than music: How Spotify, Apple & Amazon promote their streaming platforms with display ads

Wed, 24 Apr 2024 20:23:44 +0000

Remember the days when listening to your favorite artist meant buying a record or CD?

While vinyl album sales are on a strong upward trajectory, it’s fair to say we’re living in the digital music age. Streaming overtook physical sales and downloads for the first time in 2018, and it’s hard to see that trend reversing any time soon.

Which is music to the ears of the streaming industry, with 91 percent of US internet users listening via some kind of streaming service in 2023:

The battle of Tax Day: Analyzing TurboTax, H&R Block and TaxAct’s display ad strategies

Wed, 10 Apr 2024 16:00:00 +0000

Tax Day wouldn’t rank too highly on most people’s lists of favorite dates. But for the tax software industry, it’s like Christmas, Easter, Valentine’s Day, and Black Friday all rolled into one.

Per CivicScience, 39 percent of Americans in 2024 prepared (or planned to prepare) their taxes using tax software, with 23 percent using a free tool and 16 percent choosing a paid platform. Intuit TurboTax is comfortably the most popular tax tool, but there are a bunch of other platforms scrapping it out for the privilege of helping us file our taxes correctly.

Netflix vs Amazon: The display ad battle for our streaming bucks

Thu, 28 Mar 2024 19:40:47 +0000

In a world where 95 percent of Americans pay for more than one streaming service, it’s hard to remember a time when we weren’t all hooked on video-on-demand (VoD).

But it hasn’t always been this way.

Netflix may not have been the world’s first streaming company, but it was certainly the platform that brought the business model to the mass market. Yet for the first decade of its existence, the company didn’t even do streaming — it was a mail order DVD service.

Inside Vimeo's $28M advertising strategy: How Youtube's artsy, ad-free, alternative is making a dent in the video-sharing landscape.

Wed, 04 Sep 2019 14:56:17 +0000

Launched in 2004 by independent filmmakers—Jake Lodwick and Zack Klein—who wanted to share their professional/personal work online, Vimeo is an ad-free, video-distribution platform that caters primarily to a like-minded creative community. By Dec’13, Vimeo was representing 0.11% of the total Internet bandwidth with more than 22 million registered users, and 100 million unique visitors per month. Notable comedians like Kristen Schaal, “Weird Al” Yankovic and Reggie Watts have been actively using Vimeo to promote their content, alongside musicians like Kanye West, Nine Inch Nails, and Britney Spears. What’s more? Even Barack Obama, the former president of the USA, broadcasts his HD transmissions on the platform. According to Harris Beber, Vimeo’s CMO, the company clocked in a handsome revenue of $160 million in 2018, with a year-on-year growth of 54 percent. By comparison, YouTube, the Google-owned, video-sharing giant, continues to remain silent on their revenue numbers, however, analysts have projected that the platform generated $15 billion in sales the same year. Unlike Vimeo, YouTube doesn’t offer a subscription model to their customers, and instead, allows them to showcase their content on their platform at no charge—which is one of the biggest reasons why it has experienced consistent, monumental growth in the last few years.Regardless, Vimeo is currently home to 90 million creators (and 240 million monthly active users) who use the platform for selling their products/services, discovering potential sponsors, and receiving donations from their viewers via Patreon. The company also acquired VHX, Livestream, and Magisto in recent years to take their subscription-driven, high-definition, video creation platform to the next level. Considering that video content will command 80% of all web traffic in 2019, Vimeo, despite being a smaller, more niche platform, caters to the unique needs of creators (including brands). Let’s take a quick peek into their previous and ongoing ad campaigns to understand how exactly they plan to stand out in the competitive landscape. 2015: The “Interrupted” campaign: In order to highlight their ad-free experience, Vimeo launched a video ad campaign featuring two partners using sign language to communicate with subtitles transcribing their exchange. A few seconds in, a bunch of pop-ups begin infiltrating the screen and make it difficult for the viewers to follow the subtitles. You cannot skip, or “x” out of these ads because they’re part of Vimeo’s whole promo to illustrate that intrusive ads are just pesky distractions that ruin the overall user experience.

Monday.com raises $150M more in equity funding: Here's an in-depth look into their $12M ad spend.

Wed, 31 Jul 2019 15:11:51 +0000

Formerly known as Dapulse, Monday.com is a team management platform that was founded in 2012 by Roy Mann (former C-level Executive at Wix) and Eran Zinman (former R&D Manager at Conduit Mobile). Based in Tel Aviv, Israel, the company raised a $1.5 million in a seed funding round to build a “next-generation” collaboration tool that allows you to create tasks, share files, plan workloads, and ultimately, visualize projects and processes that your team is collectively working on.Aside from word-of-mouth, Monday’com’s initial growth was a direct result of hyper-targeting their target audience across social channels like Facebook and Instagram. In order to maximize their success, the company leveraged Facebook’s lookalike feature to upload a pixel of their existing customer database, in an attempt to find more people with similar personas. “Unlike the traditional B2B approach, [where we] target conventional decision-makers like CEOs and senior managers, [Monday.com] did something different and created a direct response advertising funnel,” explains Rotem Shay, Adwords Team Leader responsible for performance marketing campaigns on Facebook and Instagram. “Our target decision-maker [was] basically anyone [with] a computer [who] works with a team. Some might say that we hacked B2B to become B2C, but I say that our marketing approach has always been H2H—human to human.”After bagging $25 million in a Series B (2017) led by Venture partners, the company decided to move beyond Facebook, and ramp up their Adwords by targeting specific industries and verticals. In fact, 70% of their users came from the non-tech sector, like, construction, wedding planners, breweries, and even churches, amongst others. Since Monday.com is available in several different languages, the campaigns were tailored to reach prospects outside of the English-speaking market.Around the same time, the company also changed their name to Monday.com from Dapulse, that was “a big part of a maturity phase” according to Mann. “For billions of people all around the world, Monday means work. All that is good, all that is hard, and all that is real about work,” he wrote on the company’s blog. They even released a fun, light-hearted video announcing the rebranding, where they poked fun at their “dead name” and went over the unusual, yet hilarious reactions they’ve received for the same since inception.

5 Things You Can Learn From These 5 Landing Pages

Fri, 10 May 2019 15:36:28 +0000

What approach do you take when creating a landing page? Do you throw something together and hope for the best? Do you consider every last element, realizing that even the smallest details can have a big impact on conversions?

Let’s start here: there is no right or wrong way to create a landing page. What works for you may not work for the next company. And what works for them could lead you to plenty of lost time and money.

The Battle of Email Marketing Services: How Mailchimp and Sengrid run their paid advertising campaigns.

Fri, 03 May 2019 17:05:26 +0000

With the advent of virtual reality, artificial intelligence, and chatbots in recent years, email might seem like an outdated medium for marketing. However, nearly three-quarters of businesses everywhere continue to invest email marketing to increase engagement (22%) and retain their existing customers (29%). Out of the several email marketing services available in the marketing, Mailchimp, and Sendgrid stand out as the most popular choices for managing contacts and segmenting users to creating highly engaging emails and tracking campaign performance.Today, we’re going to compare the two services in terms of their ad spend, landing pages, creatives and publishers to get a comprehensive understanding of they run their paid advertising campaigns. Mailchimp Launched in 2001,Mailchimp was designed for small businesses looking to scale as an alternative to the high-end, oversized, and expensive tools and resources. While the founders—Ben Chestnut and Dan Kurzius—started the company as an email marketing solution, they eventually expanded to offer other services including Google ads, landing pages, signup forms, and more. In 2016, the platform was clocking in annual revenue of $400,000,000 with just 550 employees and increased their user base from 12 million to 16 million. Despite their extraordinary growth, MailChimp’s success didn’t wasn’t an overnight affair. They’ve spent years experimenting and testing to create a practical, loveable, result-oriented product that caters to the millions of people across the globe.Let’s take an in-depth look at how paid advertising has contributed to their progress: Ad Spend and Ad Networks In the last 6 months, Mailchimp has spent almost $1.2 M on ads, with $1.1M going towards Display ads alone. Most businesses—big or small—like to kick off the new year by investing in new technologies and tools, which explains the sudden increase in the ad spend for Jan'19 ($644.3K). Additionally, a considerable amount of their ad spend is also allocated to Google ($85.7K) and YouTube ($52.1K). There’s little to no money going towards Native or Programmatic advertising, which confirms Mailchimp’s preference for direct buying as opposed to real-time bidding. What does that mean, you ask? Well, in layman terms, Mailchimp buys ad impressions in bulk from specific publishers instead of auctioning each impression off to the highest bidder. Publishers Adopting a more contextual targeting strategy, Mailchimp mostly advertises on platforms that primarily cover technology-related news. For example, their top 5 publishers include Gizmodo, Lifehacker, Fast Company, The A.V. Club and New York Magazine. As a result, their ads can usually be seen next to articles talking about the latest smart home devices, upcoming innovations, and workplace productivity hacks. They’re also moving away from publishers like mmafighting.com, thesaurus.com, dictionary.com, The Weather Network, ESPN, Rotten Tomatoes, and more, as they are not likely to generate relevant traffic for Mailchimp. Unlike their competitor, Mailchimp only started advertising proactively in 2018, which explains why they still appear to be experimenting with a mixed bunch of publishers. While they seem to have found a strong footing with their current publishers, in addition to other well-known platforms such as Vox, The Verge, Jezebel, Deadspin, and Vice, it would be interesting to see how they budget their ad spend in the coming months. In the last 30 days, they’ve pitched in a significant amount of money on publishers they’ve discovered very recently— Gizmodo($153K), Lifehacker ($139.9K), and The A.V. Club ($74.9K). In the long-term, they probably benefit more from not putting all their eggs in one basket and strategically investing in new as well as old publishers that have worked well for them in the past. Creatives In August 2018, Mailchimp announced a complete rebrand and introduced a variety of marketing automation features for small businesses looking to sustainably scale up. Therefore, most of their recent ad creatives, including images, GIFs and videos, focus on establishing Mailchimp’s USP as ‘more than just email’. The copy is conversational and to the point, so that an average customer can easily gauge what services Mailchimp offers. Their videos use childlike illustrations that are purposefully off-kilter to showcase the various optimization tools that Mailchimp has to offer.

The yellow paired with black, albeit a very non-web platform choice, remains consistent across all their branding collateral which is important for building recognition. Earlier, Mailchimp’s did not have a distinctive colour scheme—in fact, most of their ads last year incorporated different colours as shown below—making it difficult to ensure brand recall.All their ads urge the viewer to ’learn more’ by clicking on the prominently displayed call-to-action (CTA) button. As Michael Aagaard accurately points out on Unbounce—CTAs “represent the tipping point between bounce and conversion”. While visual cues like shapes and colours are important for attracting a potential customer’s attention, ultimately, a CTA is what drives them to take action by creating a sense of urgency. Landing Pages For most of their campaigns, Mailchimp directs all traffic to their homepage where the headline + sub-headline is less about them and more about how they can help a potential customer’s business. Using the correct pronouns can have a lasting impact on how responsive customers are towards your marketing messages. It’s crucial that your landing page copy “ speaks to your target audience and not at them.”While writing copy for your marketing campaign, pay attention to the number of times you include the words ‘you’ vs. ‘we’. Mailchimp hits the nail on the head by using second person pronouns in almost 80% of their copy and dedicating only 20% to the first person pronouns. By focusing on the customer and their business, they’re able to personalize the landing page and the product they’re selling. In addition to compelling, customer-centric copy, Mailchimp’s homepage also includes a personalized CTA button (that convert 42% more visitors) that encourages people to sign up for free. Whether you want the users to subscribe to your newsletter, visit your blog, or download an e-book—a CTA is important for guiding them to the next stage of your sales funnel. Sendgrid Founded by Isaac Saladana, Jose Lopez, and Tim Jenkins in 2009, Sendgrid to simplify email delivery for businesses, primarily focussing on shipping notifications, newsletter, friend requests, and sign-up confirmations. Since then, the company has evolved to provide ISP monitoring, feedback loops, push notifications, SMS, domain keys, and sender policy framework (SPF).In 2017, Sendgrid generated $111.9 million in revenue (a 40% increase from the previous year), with $15 million coming from marketing campaigns alone. Additionally, the company announced that they were processing 36 billion emails per month. In 2018, they were acquired by Twilio, a California based cloud communications platform.Here’s a closer look into their advertising strategy: Ad Spend and Ad Networks Sengrid has spent a modest $929.2K on ad campaigns in the last 6 months, with the majority being dedicated to Google ($813.9K) and only $22.7K going towards Display ads. Unlike Mailchimp, Sendgrid has remained pretty consistent with their advertising during this time—with the exception of a notable spike starting 2019. One can assume that ads on the desktop have yielded better results for them as opposed to mobile, which explains why they continue to invest more money into the former than the latter.Sendgrid is one of the many businesses actively using programmatic technologies for advertising—a trend that’s expected to influence 65% of digital media this year. Programmatic ad-buying account for a whopping 89% of their ad spend. Publishers Taking a slightly unconventional approach, Sendgrid’s mostly advertisers on platforms that are not directly related to their product domain or brand values. For example, one of their top 5 publishers includes getitfree.us a website that collates the latest offers and deals. Similarly, MarketWatch and Kiplinger are about personal finance and business forecasting; Dogster is a magazine about—well, dogs; and Reddit is a user-driven community that covers pretty every topic under the sun. In the past year, they’ve experimented with several other publishers including Social Blade, wikiHow, Nicki Swift, Racked and Deviantart—some of which they continue to advertise with. However, they’re strategic with the spending and don’t seem to be putting a significant amount of their money on new—or any advertisers. In fact, contrary to Mailchimp that has spent $254.6K in the last 365 days on their current top publisher (Gizmodo), getitfree.us—Sendgrid’s current and overall top publisher made only $41.8K. Creatives In the last 6 months, Sendgrid has invested in a diverse set of ad campaigns. For example, the following campaigns focus on improving deliverability and dynamic email templates—both of which are key USPs or selling points of the product. They often leverage seasonal events like the holidays or their Twilio acquisition (Oct 2018) to engage with their potential audience. Some of their advertising campaigns are also designed to promote content on the Sendgrid blog and resource section. For example, the following ads direct traffic to Be an Email Superhero: 8 Ways to Beat Your 2018 Email Goals Right Now and Your Guide to Email A/B Testing and Optimizing Your Call to Action. Creating meaningful content for your customers establishes you as an expert in the industry, improves your SEO and in turn, contributes to lead generation.Overall, Sendgrid frequently experiments with their ad creatives—something Mailchimp can do more of. Additionally, they opt for a clear design, a compelling CTA, and noticeable branding in all their creatives, while the aesthetic features (like, background colour, logo placement, etc) and messaging changes constantly. Even though more than 75% of “advertising impact is determined by creative quality”, brands tend to focus more on ad targeting and placement. Implementing an A/B test is the best way to find out exactly the kind of creatives works for different audiences. Landing Pages Most of Sendgrid’s ad campaigns lead to the landing page below that includes an eye-catching illustration, data-driven copy that outlines their USPs, and a compelling CTA. Conclusion In terms of website traffic, Mailchimp globally ranks 330, whereas Sendgrid is currently at 11,510. With over $600 million in annual revenue, Mailchimp has doubled its valuation (to $4.2 billion) in the last 2 years. On the other hand, Sendgrid clocked in an estimated revenue of $97.8 million in 2018. Clearly, Mailchimp is more popular at the moment, however, Sendgrid isn’t too fair behind either. We’ll most likely be noticing an increased spend from both of them companies as the year goes on.

How 4 Types of Education Sites Use Advertising to Maximize Their Lead Generation

Wed, 18 Jul 2018 18:30:59 +0000

Education is a big industry: From storied universities with massive endowments to learning apps with millions of users, it’s one of the most lucrative around the world, clocking in at an estimated global $1.9 trillion in 2017. That makes sense—everyone needs an education!

With all of the competition in the education space, it’s no surprise that education apps and universities also spend big—on advertising.

As of 2017, advertising spending for educational services had reached $1.91 billion in the U.S alone. This spending has been used to entice new students to join web-based programs, traditional universities, and app-based programs.

The #1 Traffic Source You're Not Using: Content Discovery Networks DO NOT PUBLISH

Tue, 24 Apr 2018 14:00:26 +0000

One of your best traffic sources could be something that you’re completely ignoring, even though it’s right under your nose. Businesses always want to know where the next best traffic source is coming from, and, although that’s going to vary somewhat from field to field, one stands out as a pretty powerful traffic driver that’s overlooked.

It’s Content Discovery Networks. These are something that everyone is familiar with but many people haven’t considered using as a business tool.

12 Bold Landing Page Styles For Paid Advertising DO NOT PUBLISH

Tue, 17 Apr 2018 11:00:52 +0000

The success of your paid advertising campaigns has less to do with the ad itself and more to with what happens after the click.

You can have the most persuasive ad copy, that perfect “eyeball-grabbing” image and buy the highest quality traffic… yet if your landing page is poorly designed for paid traffic, you’re going to have a really hard time achieving a positive ROI.

We’ve found 12 different styles of landing pages that are working very well for advertisers who drive millions of dollars worth of display traffic to their site every year.

E-commerce Landing Page Showdown - Which Footwear Advertiser Comes Out on Top?

Mon, 05 Feb 2018 09:04:44 +0000

Footwear is a multi-billion dollar industry. Nike Inc.’s market capitalization alone is $105.3 billion and growing.

[Image Source: nytimes.com]

To sell more shoes, footwear advertisers have invested heavily in display advertising. As a result, there’s a lot of data that we can look at. But for this post, we decided to focus on comparing the landing pages of some top footwear advertisers.

Meet the Candidates

For our analysis we looked in Adbeat and chose three high-spending footwear advertisers. We also limited our analysis to campaigns that lasted for no more than one quarter. The advertisers and campaign details are as follows: NewChic - $45,600 for a two-month campaign Puma - $32,700 for a four-month campaign Zulily - $97,800 for a three-month campaign And here are the banners for each advertiser…

7 Landing Page Styles That Convert on Native Part 1: Taboola

Fri, 05 Aug 2016 22:13:05 +0000

Note: This is part 1 in a three-part series that covers which landing page styles are converting for direct response advertisers on the most popular Native networks. This post covers landing pages that currently work on Taboola. Part 2 (Revcontent) and part 3 (Outbrain) will be published in the upcoming weeks.

Have you tested running traffic on Taboola?

If you haven’t, then you’re really missing out. Some of the largest direct response advertisers spend upwards of $100k/month on Taboola alone. Taboola reaches over one billion unique visitors monthly, and they recently acquired ConvertMedia, a native video advertising company.

How To Write a Native Ad Landing Page (3 Case Studies)

Fri, 19 Jun 2015 12:00:06 +0000

We’ve written in the past about Native Ad Networks (also known as “ Content Discovery Networks“) and how large advertisers are allocating portions of their ad spend to networks like Taboola and Outbrain.

We’ve also written about how they’ve been switching over to pre sell pages from traditional sales letter, VSL and opt-in pages.

[VIDEO] Quiz Landing Pages: Best For Cold Traffic?

Mon, 27 Apr 2015 20:36:20 +0000

Quiz Landing Pages were one of the biggest trends in 2014 and have continued strong so far this year. From personal experience, they tend to work very well. Anyone interested in testing out a new type of landing page should definitely check out the video below.

Today’s video shows you how these pages work, why they work, plus gives you a few great examples of Display advertisers who use them.

[VIDEO] Convert More Paid Traffic With a "Pre Sell" Landing Page

Fri, 10 Apr 2015 13:35:10 +0000

Many advertisers are seeing amazing results with cold traffic by using what’s called a “pre sell” page. A pre sell page is a landing page that sets your prospect up to buy by providing valuable information in a non “salesy” way.

Today’s video shows you how it works, why it works, and offers a few great examples of Display advertisers who are using these pages very well.

Watch it:

Links:

[VIDEO] 7 MORE Landing Pages That Work With Paid Advertising

Thu, 26 Mar 2015 00:00:00 +0000

Our post called “7 Landing Page Styles That Work With Paid Advertising” was very popular and we got a lot of great feedback from it.

Today’s video post shows you 7 MORE landing page styles that work with paid traffic. Some of these are a bit more advanced and might seem a bit “alternative”, but trust me when I tell you that these advertisers are sending a lot of traffic to these pages.

The 6 Elements of Landing Page Persuasion

Thu, 05 Mar 2015 22:00:41 +0000

[one_half]If there is one book you’re probably sick and tired hearing about… it’s probably Robert Cialdini’s “Influence”.

This book has become a sort of bible for marketers and everyone under the sun recommends that you read it. The reason being it’s very good at explaining the psychological principles of why people do things in a way that’s easy for the layman to understand. The cool thing about these principles is you can also apply them to your paid advertising strategy, specifically your landing pages.

12 Bold Landing Page Styles That Work With Paid Advertising

Mon, 02 Feb 2015 18:43:51 +0000

The success of your paid advertising campaigns has less to do with the ad itself and more to with what happens after the click.

We’ve found 12 different styles of landing pages that are working very well for advertisers who drive millions of dollars worth of display traffic to their site every year.