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She specializes in helping local businesses succeed online, writing and learning about Google, search advertising, SEO, and social media marketing.When she's not writing about online marketing, you can find her watching cult TV and hanging out with her Doberman.The call to action (CTA) is arguably the most important part of your display ad, because it tells consumers what you want them to do.
For example, you may want to target to people in your local area or people who have shown interest in your types of products or services.
Keep in mind that depending on how specific the audience you want to target, your cost per thousand impressions, or CPM, will vary.
Instead, the best advertisements are ingenious at leaving impressions.
Consider my dinner party friend, who, after claiming to be immune to marketing, proceeded to describe an erectile dysfunction ad with impressive detail.
Remember that consumers will only see your ad briefly, so it’s important to draw them in with a single, compelling action that you want them to take.
For instance, offering an incentive or freebie like a download, a coupon, or a free estimate may entice them to click your ad and visit your landing page.
For instance, if you want to drive broad awareness, you will typically have a lower CPM because you are showing your ads to a wide variety of consumers on many different sites.
However, if you choose to show your banner ads to consumers based on their behavior, your CPM may be higher, but the audience you reach may be more likely to click your ads and convert into a customer.
It’s also important to establish a lead management process for all your online advertising, including your display ads, so you can track a lead all the way to a sale, which provides you better insight into consumer behavior.
Tamara is a content marketing manager at Reach Local with over 7 years experience in B2B marketing and has a nerd-level affinity for software and technology.