Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Brand vs. Direct Response Display Campaigns

Brand vs. Direct Response Display Campaigns

  1. 1. Branding vs.Direct Response
  2. 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. 3. Types of Display Ads  Branding example  Direct Response example6/8/2011 3 WebsiteBiz
  4. 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. 5. Branding Display Example: Interactive Rich Media6/8/2011 5 WebsiteBiz
  6. 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. 7. Quick Comparison: Branding vs. Direct Response6/8/2011 7 WebsiteBiz
  8. 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

×