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Why Spreading the Love in Online Advertising is a Must

What's more, it may not require an increase in budget

June 30, 2011 By John Faris
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Google's search network still dominates the pay-per-click (PPC) advertising landscape and there's good reason for it. The channel continues to provide a lift for several key performance indicators including brand recall, direct site and post-impression visits, content engagement, and overall sales. However, there are many other options that should be explored and leveraged based on the goals of a given campaign.

Google's Lesser Used Offerings
Google Display Network: Think display advertising is just for brand marketers? Think again. A study conducted by Google found that 51.6 percent of advertisers had an average display network cost per action (CPA) equal to or better than their search network. Google Display Network (GDN) serves over 6 billion impressions across hundreds of thousands of publisher websites. While some of these sites aren't high quality, advertisers have a fair amount of control over where ads are served, with a myriad of targeting options. Best of all, GDN uses a PPC model, so you aren't stuck paying for wasted impressions like you might on a cost per thousand (CPM) ad network.

Marketers should also consider retargeting ads to previous visitors of their site via Google remarketing campaigns on GDN. Remarketing can be used to cross-sell or upsell current customers or assist in a first-time conversion.

Google Mobile Ads: Organizations that aren't yet leveraging mobile search marketing are missing a low-cost opportunity to reach a large set of affluent consumers. A whitepaper from The Search Agency cites several impressive statistics about mobile search marketing:

  • Google reported a 300 percent jump in mobile searches year-over-year from January 2010 to January 2011.
  • An analysis of The Search Agency's clients revealed that the average cost per click (CPC) for mobile campaigns was 30 percent less than for desktop campaigns.
  • According to a report published in 2010 by Nielsen, over 50 percent of smartphone users make more than $75,000 a year.

Consider setting up separate campaigns for mobile, making sure the keywords, ad copy and landing pages are more concise than in typical campaigns. Consumers won't spend as much time typing or reading on a smartphone as they would on a laptop or desktop computer.

 

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The Research Division of the Target Marketing Group, DirectMarketingIQ (www.directmarketingiq.com) is the marketers’ go-to resource. Publishing books, special reports, case studies and how-to-guides, it opens up a new world to those who seek more information, more ideas and more success stories in order to boost their own marketing efforts. DirectMarketingIQ has unparalleled access to direct marketing data – including the world’s most complete library of direct mail as well as a massive library of promotional emails across hundreds of categories – and producly produces content from the most experienced editors and practitioners in the industry.

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