Posted by Tanesha White
Advertise.com and the Search Engine Marketing Professional Organization (SEMPO) have shared some interesting findings from a survey about online ad technology. The two organizations found that there is a lot of untapped opportunity for retargeting in online advertising.
I thought this was a very interesting topic especially seeing how the Automotive space isn’t capitalizing on these marketing techniques as much.
Retargeting is so important to an auto dealer because now with this technology we can create virtual be-backs. Seriously how powerful is it to be able to serve up animated high call to action banners to people that have been to your virtual dealership but have not converted yet?? Pretty powerful check out http://www.retargeting.com for a quick demo.
Almost half (46.3%) of respondents said that remarketing (also known as retargeting) is the online marketing technology they feel is most under-utilized. Other technologies respondents feel are under utilized include:
– Geo-targeting – 18.3%
– Traffic source optimization – 15.9%
– Keyword targeting – 13.4%
– Other – 3.7%
– Category targeting – 2.4%
69.5% said they have never utilized display remarketing in their online advertising. Only 30.5% said that they had or do. Out of the ones that have, most (53.1%) said that display remarketing made their advertising more impactful.
As online advertising continues to grow, newer technologies are recognized and evaluated against the more traditional approaches. Internet marketing guru’s know that retargeting can boost ad response up to 400 percent so it’s definitely something your digital partner company should be staying informed about and use more strategically.
81.7% of participants said they implement local search advertising campaigns and that the following forms of online advertising provide the best ROI:
– Search – 70.7%
– Cost-per-action (CPA) – 14.6%
– Email – 6.1%
– Social – 3.7%
– Other – 2.4%
Posted by Tanesha White
Display- Definitely not smoke and mirrors. If you’re a dealership that thought Display/Banner advertising wasn’t measurable or useful to you, I’ll kindly ask you to rethink that.Google has always given ways to measure the effectiveness of Banner Ads, but today we’re now exposed to a really cool reporting tool “Campaign Insights.”
At the moment, you can measure how many clicks your display ads achieve, measure conversions that result from those clicks, compare results with industry benchmark data, and use “View-through conversion reporting” to measure visits to your website from users who saw your display ad in the past.
Today, we’re launching a new tool to measure the impact of your display ads – Campaign Insights. As of today, Campaign Insights is available for larger display ad campaigns across the Google Content Network in the US and UK.
Campaign Insights is a unique measurement tool that can give reliable data about how a campaign has raised brand awareness, or active user interest, in a particular product or service. It looks beyond the traditional measures of clicks and conversions to calculate the incremental lift in both online search activity and website visits that result from a display ad campaign.
We use the same expertise we use to improve our own services — our ability to analyze large quantities of data. Campaign Insights compares two data sets: a large group of users (many thousands, minimum) who saw a particular ad, with an equivalent, large group that did not see the ad. It then measures whether there is any significant difference in searches and visits to your website between the two groups. Doing this, Campaign Insights can determine the incremental change that is directly attributable to the display ad campaign. With this insight, you can establish how well your display ad campaign is working beyond just clicks.
I find this so valuable especially for dealerships today when you’re ad budgets are slim, but you’ve made the wise decision in reallocating towards the internet. Value comes from real measurable results and with tools like this it helps “your interactive agency” improve month after month. Remember being an internet dealer isn’t just trying some ppc for couple months. It’s a commitment in building your online reputation and constantly having a message out there in the web about your dealership. You should be working closely with you’re interactive agency to ensure that you are both on the same page with your dealership goals.