What kind of online advertising should you use: search or display? Marketing experts agree that if you really want to drive targeted traffic to your site, build brand awareness and increase sales, you should be using both. When you tie search ads, display ads and your landing pages together with a consistent message, the mixture can help your advertising resonate with users and drive site traffic and sales to a whole new level.
Here are 5 tips that you can use to integrate your Sponsored Search ads with display ads:
- Know your target audience. Who do you want to target? What are their needs? Which words should you use in your ad copy to get them to click on your ad?
- Determine the goals of Sponsored Search and banner ads. Pay-per-click ads are primarily used for generating leads, while sales and banner ads lean toward branding and support other search marketing strategies.
- Write the search ads first and then expand. Once the search ad copy has been written, your graphic designer will have a better idea how to craft your banner ads.
- Target your ads for the same places. This way, visitors can find your ads via search, read reviews and see your banner ad in the same page.
- Test, and then test again. Be creative and don’t be afraid to try different things. Some ads that you think will be very effective might tank, while other ads you think will be worthless might just take off.
Directing Response, a resource for direct response marketers, producers and media buyers, is produced by Teddy Parker, Executive Producer for ChopShop Direct. She can be reached at 949-838-0355 or via E-mail at teddy@chopshopdirect.com.
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Posted at 8:54 pm on 01/12/10 | No Response yet | The Editor in
