If your marketing includes many different online platforms such as Facebook, YouTube and Display Networks, real time online branding could be very beneficial to ROI. Would you prefer to run the same exact advertisement for the entire media run, even if you did not gain the response you expected? The answer is no!
Not only is it an extremely good idea to split test every advertisement, whether it is a banner ad or Google AdWords text ad, but it’s also important to get feedback from your consumer who actually view these advertisements. This enables you to adjust your advertising to suit each network you advertise on.
Real time online branding is possible if you have a consistent involvement with your consumers, which is easily attainable via business survey providers. Some large companies have their own dedicated panel of consumers who provide feedback on campaigns that are currently in market, which then enables the company to adjust their campaigns in real time, based on the feedback provided by the consumer.
No online marketing campaign is perfect but keeping your hand on the pulse of your active marketing campaigns is certainly in your company’s best interest, as this is what can turn a failing campaign into a highly successful campaign.
If you are split testing your advertisements by using analytics on your website, including your payment pages, you are able to assess which advertisements provide the best results.
For example: If a certain keyword you bid on within a network such as Google AdWords costs $2 per click, your sale value is $20 and it costs $30 to generate a sale, you may decide to change your advertisement or delete that keyword from your campaign due to the poor response. If one keyword is providing a better response, it is much more beneficial for you to switch your budget over to scale up the more responsive ad.
When promoting banner ads on content networks, some images work better than others which is why it is important to split test several different image ads. If you are paying via CPM (cost per thousand impressions), then you can increase the click through rate by simply changing the banner as people react differently to different images.
What you must bear in mind is that all of your advertising efforts must not only be beneficial to your target audience, but also relevant to the actual demographics of each network you purchase advertising on. Constant split testing and regular research with consumers will help you transform your marketing into more revenue for your company.
Were you aware that real time ad tracking and optimization is possible? Are you tracking your media and the results they yield? Why or why not?
About Alan Moore: Alan is an Internet Marketing Consultant with ReachLocal Baltimore. His mission is to help you increase your revenues and decrease unproductive advertising expenses through proven, online marketing strategies. He manages over $1,600,000 in yearly marketing budgets and has worked with local businesses, agencies and the US government. Give him a call at (877)655-3438 to schedule a Free Online Marketing Consultation.
To read more of the article that inspired this blog, please visit: http://www.emarketer.com/Article.aspx?R=1008912