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The bigger your advertising budget, the better. More money means more flexibility to choose where you advertise and how you target your audience. You don’t have to pick and choose advertising channels based on cost—you can pick them based on what’s most relevant to your target audience. But having a big budget isn’t without its drawbacks. Whether your budget is big or small, you have to figure out the best way to spend it. A bigger budget means you have far more options to choose from, and you have to do more cost-benefit analysis before getting started. ...

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. ...

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. ...

Creating a successful campaign on Google Display can be tricky. Just ask my friend Bob. Note: Urban Dictionary defines “my friend” as ‘a phrase that people use when they are too embarrassed to admit they are talking about themselves’. I assure you, that’s not the case here. [Image source: wikipedia.org] Bob works at an ecommerce store that sells construction equipment and was tasked with creating a campaign for generating leads. ...

Imagine that you have been running ad campaigns for a client for a year, and it’s been going well. You can and should suggest increasing the ad budget to your client, but you must make sure that the client will get benefit from the extra cost. If the agency’s goal is only increasing its own revenues, it will be extremely difficult to “sell” this idea to the client. In this post we’ll cover a 4 point strategy to help convince your client to increase their advertising budget. These tips will help the client see the opportunity rather than only the potential expense. ...

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… ...

In this guide, we will talk about various ways to analyze the performance of your ad campaigns on Google Display Network. This analysis is performed with the help of the following metrics and dimensions: Conversions, Bounce Rate, Cost per Conversion, Clickthrough Rate (CTR), Demographics, and Traffic from different devices. Note: This article is for people who manage Google Display Network Campaigns. Reader’s level of training: Beginner/Intermediate. 1. Make sure that conversion tracking is turned on and is working. Go to Adwords and sign in to your account. Click the Tools tab and select Conversions ...

A couple of weeks ago, while spending a weekend at my country house, I fell ill. My head was aching terribly and my throat was sore. As luck would have it, there wasn’t a single bottle of aspirin in the house. My only option was to start browsing health-related websites looking for home remedies I might be able to use. While on these sites I started noticing a lot of health insurance banners. The odd thing was, some of them didn’t look like insurance banners at all. ...

Advertising on top-tier publishers like the New York Times or the Associated Press can be a mixed bag for advertisers. On the one hand, if your campaigns work, the amount of quality traffic these sites generate can make for some big wins. On the other hand, if your campaigns fail, the lost ad dollars can be hard to swallow. These top-tier sites command higher advertising costs than most small advertisers are used to. For example, Forbes has their minimum display advertising budget set at$500. For Run-of-Site campaigns (where your ads can appear on any and all pages of their site) they want a $10 CPM. For more targeted campaigns (channel targeting or geo-targeting) you’ll have to cough up a $15 CPM. ...

“Oh, no!” That’s probably every contractor’s reaction on realizing they’ve exceeded the client’s budget. For an agency, mistakes like this can cost big money or spell the loss of an important client. For an advertising specialist who overspends the budget, it can even result in losing a job. But don’t despair. We’ve got you covered. In this article, we’ll explain what to do and how to make sure it never happens again. ...