Working for an online marketing agency that does both pay-per-click (PPC) and display advertising (banner ads) as well as other methods to generate traffic and leads, I often get asked what should be the medium of choice and what works better. It’s really hard to answer simply to what works better in different situations. It all depends on your target audience, goals, product offering, etc.
Are you trying to create brand awareness? Generate traffic? Generate Leads? Convert sales?
All these questions need to be answered to determine the best online marketing approach.
From personal experience, I have found that display advertising is usually best for creating brand awareness and driving traffic. However, there is no guarantee that the traffic you are driving is good quality traffic. You really need to make sure that you are targeting your display ads to your message and you will get a much higher return.
As for pay-per-click (PPC), I have found that this is best used for generating leads and driving sales, although PPC can be good for generating traffic as well. When running a pay-per-click campaign, you really need to spend time optimizing your ad text and landing pages. Do not send them right to a conversion page. Provide them with good information and the ability to convert and you will do much better.
A lot of time and effort go into both methods. Which ever method you choose, you really need to focus on it and analyze the results to see what you are getting for your money.
Would you like to learn more? You may:
- Fill out our information request form.
- Review information found on our Web site.
- Or contact me directly at 216-674-1600 x
Tags: banner ads • display advertising • on-line marketing • Online Marketing • pay-per-click • PPC • search engine marketing
Copyright © 2008 by IdeaStar. All rights reserved.
Add a Comment