This month we'll explore the topic of Using Banner Ads to Attract Customers. Join us for this webinar as we get an overview of how important using banner ads to attract customers is for your organization.

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. Using Banner Ads to
Attract Customers

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 Breakdown
• Overview – what are banner ads and what purpose
do they serve?
• Examples
• Measuring the Success of Your Banner Ad Program

8. Banner Ad - Definition
• Form of online advertising that embeds an
advertisement on a web page with the intention of
driving traffic to a website.
• Played a significant role in enabling the rapid
development of paid advertising on the Internet
• Banner ads enabled any website to sell advertising

9. Typical Characteristics
• Images on websites
• Served to multiple channels in same way
• Programs based on distribution / volume / quantity
• Metrics such as click thrus and impressions
• Content (Image / Ad) is static

10. Sizes & Placement

11. Traditional Model

12. Your Digital Transformation
• Are you leveraging banner ads for your own
programs?
• Website
• Emails
• Social Media
• Why reserve strategy just for vendors / exhibitors?
• Key metrics available for your own performance
measurement

13. Digital Transformation - Channels
• Need to move towards expanding the definition of a
banner ad beyond an image that goes on your
newsletter
• Aren’t Facebook posts banner ads?
• What about LinkedIn posts?
• Blogs
• Landing Pages
• Social Media
• Emails
• Not just for your website!

14. Other Opportunities for Placement
• Event Microsites
• Mobile Apps
• Learning Management System
• Ecommerce Receipts
• Transactional emails – no opt-out
• LinkedIn

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

22. 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

23. What Should You Be Doing?
• 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

24. 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

25. 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

26. 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?

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

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

29. 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

30. Tracking CTRs

31. Clickmaps

32. 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

33. 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)

34. 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

35. 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