Join us as we delve deeper into the best practices and measurement of Banner Ad Programs for Revenue & Insight. We'll explore who's doing it right, what are the important criteria that make it successful and how you can do it. Learn how to measure the success of your Banner Ad Programs. We'll find out what metrics are important, how to collect & interpret them so that your organization thrives.

1. Welcome to HighRoad U
HighRoad Solution is a qualified provider of CAE credits from
ASAE

2. Introductions
Maneesha Manges, Director of Inbound Marketing
• Over 15 years of experience in digital marketing
• Consulting experience in the association world
around digital strategy, field and social media
marketing and change management
• Expertise in lead generation
Ways to Connect:
• Twitter: @maneeshamanges
• LinkedIn: www.linkedin.com/in/maneeshamanges

3. Banner Ad Programs for
Revenue & Insight

4. Question
Do You Use Banner Ad
Programs to Promote Your
Organizational Activities?

5. Revised Question
Do You Leverage Your Own
Banner Ad Program to
Promote Your Organizational
Activities and Generate
Leads?

6. Possible Answers
• Yes!
• No
• Tried but not effective or successful
• Tried but difficult to gauge results or effectiveness

7. Today’s Topic
• Measuring the Success of Your Banner Ad Program
• Key Metrics
• How to Collect
• How to Interpret

8. Recap - Typical Characteristics of a
Banner Ad Program
• Images on websites
• Served to multiple channels (usually in same way)
• Programs based on distribution / volume / quantity
• Metrics such as click thrus and impressions
• Content (Image / Ad) is static

9. Sophisticated Banner Ad Programs
Will offer:
• Multi-media options such as video / podcasts rather
than just static image
• Opportunities for cross-sell
• Mobile applications
• Learning Management Systems
• Ecommerce Receipts
• Contextual Content
• Retargeting – practice of reaching customers with targeted
ads after they’ve visited your website
• Tagging

10. Traditional Model – Static Ads

11. Inbound Digital Model – Contextual Ads

12. Value to Your Own Programs
• Leveraging Banner Ads to promote your own
programs ensures:
• Ability to get in front of prospects / leads who don’t
know your organization
• Make impression on prospects (not always about CTRs)
• Creating awareness of your brand / program to people
who don’t exist in your database

13. Quick Scenario – What Can You Do?
Pop up / Break-In Item on Your Marketing Calendar:
• Special Panel Discussion Scheduled at Annual
Event
• Too late to include in printed materials
• Conference website too difficult to modify, unsure if
registered attendees will see information since they are
already registered
• What Programs / Channels Should You Use?

14. Potential Channels
Website / Social Media / Email
Traditional Approach OR Digital Banner Ad Approach
• Results in generic exposure vs targeted exposure

15. Shift in Metrics to Evaluate Success
• Impressions
• Click-thrus
• Impressions
• Click-thrus
• Demographics
• Heat / Click Maps
• Top Performing
Channels

16. Sources of Data
• Social Media
• Facebook
• Twitter
• LinkedIn
• Website
• Unique page views
• Click thrus
• Emails
• Open rates
• Click thrus
• Blogs
• Top performing posts
• Impressions/Visibility (aka blog
views)
• Click thrus
• Blog Notification Emails
• Open rates (aka impressions)
• Click thrus (aka conversions)
• Landing Pages
• Unique page views
• Form Submissions (aka conversions)

17. Identify Your Key Metrics per Program
& Your Goals
• Social Media
• Facebook
• Twitter
• LinkedIn
• Website
• Unique page views
• Click thrus
• Emails
• Open rates
• Click thrus
• Blogs
• Top performing posts
• Impressions/Visibility (aka blog
views)
• Click thrus
• Blog Notification Emails
• Open rates (aka impressions)
• Click thrus (aka conversions)
• Landing Pages
• Unique page views
• Form Submissions

18. Digital Transformation - Context
• Serve up banner ads based on contextual
information
• Retargeting
• Tagging

20. Tracking CTRs

21. Clickmaps

22. Key Metrics
Depends on your program goals:
• Awareness
Impressions (website page visits, email open rates,
social media likes or views)
• Conversion
 Click Thrus (landing page views, email click throughs,
social media shares or comments)
 Form Submissions

23. How to Collect Key Metrics
• Social Media – Native or Other App
• Facebook
• Twitter
• LinkedIn
• Website – Google Analytics
• Unique page views
• Click thrus
• Emails – Email Program
• Open rates
• Click thrus
• Blogs – CMS/ Google Analytics
• Top performing posts
• Impressions/Visibility (aka blog views)
• Click thrus
• Blog Notification Emails
• Open rates (aka impressions)
• Click thrus (aka conversions)
• Landing Pages – CMS / Google
Analytics
• Unique page views
• Form Submissions (aka conversions)

24. How to Interpret
• Social Media – Awareness
• Facebook
• Twitter
• LinkedIn
• Website
• Unique page views - Awareness
• Click thrus - Conversion
• Emails
• Open rates - Awareness
• Click thrus - Conversion
• Blogs
• Top performing posts - Awareness
• Impressions/Visibility - Awareness
• Click thrus - Conversion
• Blog Notification Emails
• Open rates - Awareness
• Click thrus - Conversion
• Landing Pages
• Unique page views - Awareness
• Form Submissions - Conversion

25. Recap - Leverage Your Programs
• Be effective in placement of ads that promote your
programs across all channels:
• Emails
• Blog Notification Emails
• Website
• Social Media
• Ecommerce Receipts
• Leverage data and target your ads
• Segmentation
• Tagging

26. Upcoming Topic in May
Using Social Media to Grow Membership
• May 6 – Overview
• May 13 – Best Practices
• May 20 – Measure for Success