A platform for managing and optimizing your Search, Display & Facebook campaigns all from one place.
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Measurement is one of the core competencies of online advertising. Because such detailed data is so readily available, advertisers have incredible control and options for delivering effective ads and increasing performance through this channel in real time.
We recently spoke with a new customer who has been doing conventional print, broadcast and direct mail. They wanted audience and geo targeting that the local newspaper couldn’t provide. They bemoaned the .1% industry standard CTR (as do we). They wondered how this could be an effective media channel for them. Here’s why we think that perceived industry standards (as per the IAB) aren’t all their cracked up to be:
- Measuring just clicks puts you that much further away from accurate conversion rates. Focus on conversions as a true measurement of your ROI
- Cross channel online marketing delivers over 20% more response than any single channel.
- You deliver massively more impressions than conventional marketing so by metrics alone its more efficient.
- Raising industry averages isn’t going to happen until Pay Per Click Management software platforms are easier to use. Until our industry can make this process easy, CTR will continue to skew low based on a number of factors, and advertisers will be skeptical of results.
We haven’t touched on ad relevance, targeting, and having a decent landing page, something that should be considered in helping increase conversions. (video ads pull 8x better than static display ads) Throw retargeting into the mix and you’re skewing the bell curve big time.
Adneedle averages an impressive .5% CTR, 5X the industry standard. That’s because our advertising software blends cross-channel ads across Search, Display, Facebook and Mobile concurrently. We optimize campaigns in real time across all these channels for increased results. We also utilize audience targeting, keywords, demographics and retargeting to ensure that we’re reaching the right people at the right time on the sites they visit – everywhere on the web.
