Digital Marketing 

Banner Advertising

What is banner, or display, advertising?

• Digital billboard at the top or side of a website
• Rich media banner ads are moving, flying, talking, etc.
• Traditional banner ads are static with information
• GOAL of banner ads: to get a person's attention and get them to do something.
• Clicking on a banner is an active choice!

How long, on average, does it take for a banner ad to make an impression?

• 1.25 seconds!
• In that short amount of time, the visitor decides to either stay or move on
• It's important for the banner ad's message to be straight-to-the-point and not spread out

Search Engine Optimization

Listener's question:  "What are your thoughts on search enginer optimization?  Is it worth the money or is there something better?"

• Search Engine Optimization (SEO): When you website is optimized (contains words/phrases that help with your search engine rankings)
• Search Engine Marketing (SEM): pay-for-click advertising; You pay for a top listing on search engines (Google, Bind, Ask, etc.) by bidding on a specific keyword
• SEO & SEM are HIGHLY important!

Why to Do Pay-for-Click (SEM):

1. Surveys show 20% are clicking on paid results
2. Takes up 1 listing that could go to your competitor
3. When a company is seen in the paid rankings, as well as the organic rankings, it adds credibility
4. The effectiveness will rise when you appear in paid and organic rankings
5. More conversions = more revenue
6. You can sometimes, not always, control the description on organic (SEO) results
7. With pay-for-click (SEM) you can decide what page/ranking yours lands.  You can sometimes, not always, do this with organic.
8. It's ideal to achieve high organic ranking, but you can't control it!
9. If your organic rank drops for some reason or another, pay-for-click remains the same!
10. Pay-for-click has immediacy and flexibility

What's Your Objective?

Top Objectives:

• Increase traffic to store
• Increase traffic to website
• Increase sales of product or service
• Persuade people to remember the company's name
• Inform of products, services, or special offers
• Spread general opinion/view of company

What Type of Campaign to Engage in:

1. Branding: passive & long-term
2. Click-Through: direct response strategy; You don't provide all information but want to peak interest so they click the ad for more
3. Sell-Through:  Also direct response/act now; Provide all the information; Specific goal: transaction

Contact the Marketing ADvisors at 321.281.2011 or email the MarketingADvisors@WDBO.com to receive free advertising, marketing, and promotion advice.