How to Get the Most from Your
by Stephanie Dale
TenLinks.com provides all advertisers the means to monitor page views, clicks and click-through rates for any banner campaign on the site. There are many ways you can improve your advertising effectiveness to ensure the success of your program.
While click-through rates measure only one step in the online advertising process, it is easy to measure and compare results, making it the most popular means of evaluating an ad’s effectiveness.
People click on ads for a reason. Some specific reasons include curiosity, discounts and coupons, and most important, product interest.
Attract the Curious
Coupons and Discounts Work
Product Interest is Key
How to Increase Your CTR
Once you understand what drives clicks, there are many specific ways you can increase your click-through rate. Here are some basics to consider as you design your banner:
Click-through rates across the industry have been declining for some time, so it is critical to look beyond clicks and CTR when evaluating your campaign. The Internet is an extremely effective medium for increasing brand awareness and recall. The critical component of success is “conversion rate”: that is, how many users took an action once they clicked on your banner.
Industry analyst Adknowledge published some findings in their eAnalytics First Quarter 2000 Report, highlighting some interesting trends as relate to the value of conversion rates and CTR. To quote the study:
“On average there are more conversions from users who only viewed an ad, but did not click through from users who clicked. This yields some important conclusions:
(To view the entire report, click here)
Branding, recall, conversion rates and any “post-click” activity are, unfortunately, much more difficult to measure than traditional CTR. How can you determine how effective your campaign has been? There are several ways to do this:
Before/After measurement: The easiest way is to measure site traffic before a marketing campaign begins, so you will be able to quantify the effects of your campaign.
Exposed/Unexposed measurement: Draft a simple questionnaire asking the same questions of people who were exposed to your campaign as to people who were not, and you can accurately gauge the impact of your efforts.
Quantify qualitative information: Conduct an online focus study of your customers in the planning stage of your next major Web initiative. In it, ask respondents to rate and rank concepts, competitive Web sites, and your current efforts. Then use these number rankings as benchmarks for future efforts.
TenLinks.com can help you conduct this research online (contact firstname.lastname@example.org to learn more), or you can do the research on your own. The important thing is to measure the same data consistently, and you can begin to develop in-house benchmarks in areas where your currently have none. This will help you leverage past experience and create increasingly more-effective campaigns. Benchmarks can help you build confidence in online marketing’s ability to sell your products and services.
TenLinks.com is committed to offering a valuable resource to our advertisers. We welcome your comments, suggestions and ideas about how to make the most of online advertising, so please contact us at email@example.com.
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