using banner ads to attract customers
TRANSCRIPT
Welcome to HighRoad U
HighRoad Solution is a qualified provider of CAE credits from ASAE
IntroductionsManeesha 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
Using Banner Ads to Attract Customers
QuestionDo You Use Banner Ad
Programs to Promote Your Organizational Activities?
Revised QuestionDo You Leverage Your Own
Banner Ad Program to Promote Your Organizational
Activities and Generate Leads?
Possible Answers• Yes!• No• Tried but not effective or successful• Tried but difficult to gauge results or effectiveness
Today’s Breakdown• Overview – what are banner ads and what purpose
do they serve?• Examples• Measuring the Success of Your Banner Ad Program
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
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
Sizes & Placement
Traditional Model
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
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!
Other Opportunities for Placement• Event Microsites• Mobile Apps• Learning Management System• Ecommerce Receipts• Transactional emails – no opt-out
Digital Transformation - Context• Serve up banner ads based on contextual
information• Retargeting• Tagging
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
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
Sophisticated Banner Ad ProgramsWill 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
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
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?
Potential ChannelsWebsite / Social Media / EmailTraditional Approach OR Digital Banner Ad Approach• Results in generic exposure vs targeted exposure
Shift in Metrics to Evaluate Success• Impressions• Click-thrus
• Impressions• Click-thrus• Demographics• Heat / Click Maps• Top Performing
Channels
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
Tracking CTRs
Clickmaps
Key MetricsDepends 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
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)
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
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