Your SlideShare is downloading. ×
  • Like
  • Save
Brand vs. Direct Response Display Campaigns
Upcoming SlideShare
Loading in...5

Thanks for flagging this SlideShare!

Oops! An error has occurred.


Now you can save presentations on your phone or tablet

Available for both IPhone and Android

Text the download link to your phone

Standard text messaging rates apply

Brand vs. Direct Response Display Campaigns



Published in Business , Technology
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
No Downloads


Total Views
On SlideShare
From Embeds
Number of Embeds



Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

    No notes for slide


  • 1. Branding vs.Direct Response
  • 2. The Role Of Display Advertising  Paid Search isn’t enough.  Display allows you to target people based on their pre-established behaviors. For Example: Getting a paid search ad for Getting served an ad or offer Ashley Furniture when you VS. when you’re on a interior search for “mattress.” decorating website or blog.6/8/2011 2 WebsiteBiz
  • 3. Types of Display Ads  Branding example  Direct Response example6/8/2011 3 WebsiteBiz
  • 4. Branding Display Ads  Branding is the immediate image, emotion, or message people experience when they think of a company or product.  Are often single site buys, sponsorships, pre-roll, or rich media.  Drives users to content within your site or social space.  Messaging: “Learn More”, “Introducing”, “Check Us Out”  KPIs: CTR, Roll-overs, Plays, Engagement6/8/2011 4 WebsiteBiz
  • 5. Branding Display Example: Interactive Rich Media6/8/2011 5 WebsiteBiz
  • 6. Direct Response Display Ads  Also called “Acquisition Campaign,” this type of ad solicits a direct response which is specific and quantifiable.  Needs an explicit “Call to Action,” and the ability to take that action once on landing page (fill out form, email, call, purchase).  Drives users to a landing page where that specific action can be taken within 1 or 2 clicks.  Messaging: “Buy Now”, “Shop Now”, “Get it Now”, “Contact Us”, and usually has a dollar amount or number offer included  KPIs: Cost Per Order, Revenue Per Media Dollar, Cost Per Lead6/8/2011 6 WebsiteBiz
  • 7. Quick Comparison: Branding vs. Direct Response6/8/2011 7 WebsiteBiz
  • 8. Learn More  Have questions about how to effectively develop and optimize a display advertising strategy and determine the right mix?  Contact us to learn how we’ve helped leading marketers achieve unmatched results.  Toll free: 888-901-7434  Web: www.websitebiz.com6/8/2011 8 WebsiteBiz