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Ad Planner tool helps Build Brand Awareness

Many marketers today think of banner ads as the advertising tool of yesterday. When the Internet first took off, banner advertising was popular and in demand. As people started to develop "banner blindness" and started ignoring ads, the popularity of banner advertising has declined.

Because of retargeting, the reality is that not only do banner ads still work - they're one of the most powerful mediums to use to advertise online. Google ad planner and Google Content Network are great tools to use, confused? Don’t worry; Marketplace Maven can help with this.

A great way to get your brand in front of a lot of people online is through banner advertising. If you want to advertise to medical sites, for example, banner advertising is the only way you can get on WebMD and the Mayo Clinic.

 While "banner blindness" is still an issue, there are now tools that will combat it. For one, prices of banner ads have dropped significantly since the Internet has matured, more than compensating for the reduced visibility. Secondly, the ad planner and the Google Content Network tool is an added benefit because you can focus on whom you are targeting. Another great tool to use to overcome "banner Blindness" is retargeting. It can help you get your banner in front of just the right people to create conversions.

 Getting Started with Banner Branding

To get started with banner advertising, first begin by figuring out your target demographic. Get as specific as you possibly can.

  • Go to the Google Ad Planner and type in your demographic, as well as the type of site you want to target.
  • Browse through all the high traffic sites this brings up. Visit the sites and evaluate whether or not it would make sense for you to advertise on that site.
  • Contact the site directly and ask for a rate card. The rate card will contain the website's advertising rates. Keep in mind that nobody pays the amount on the rate card and the discounts can be negotiated.
  • Once you're ready to place an ad buy, you'll need to sign what's called an insertion order. The insertion order, or "IO" as it's called in the industry, will have all the details of your advertising terms.

Instead of dealing with individual sites, you can also choose to deal with large advertising networks. These networks will place ad buys for you instead of you doing all the work of figuring out site demographics. See how important the ad planner tool is?

Why Retargeting Works for Small Business Owners

Want to give the impression that you're a big brand advertising all over the internet - without having to spend money? Use retargeting!

Retargeting is when you use a small snippet of code to place a cookie in your visitor's browser when they visit your website. You can also place the code on your Facebook page, so anyone who visits your page will have the retargeting cookie.

Now instead of using the ad planner tool you use the Google Content Network to bid on ads that only appear to people who have that cookie. To these people, it'll seem like they're constantly seeing your ad. For you however, you're still only paying a very modest cost per impression or CPM.

Banner advertising is here to stay so use the tools available like the ad planner and the Google Content Network to maximize your effectiveness. It's one of the fastest and most effective ways to reach a broad audience online. With retargeting by using the Google content network, you can make your brand seem extremely large without having to actually blanket the web with advertisements.

 

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Guest Friday, 18 August 2017