E-Media Strategist: The Secret to Successful Online Advertising
NOTE: This month's column isn't written to you, dear publisher. It's written to your advertisers. Please pass it along with my regards. It will help them be more successful with their online ads and get better return on investment (ROI) with limited budgets. In the end, it will help you, too: A happy advertiser is a repeat advertiser.
"I'm cancelling my campaign because I'm not getting any clicks." Over my years in online media, I've lost count of how many conversations I've had like this. An advertiser didn't get enough clicks, leads, downloads, sales or other tangible response, and thus pulled the campaign and left, disappointed with the media property. But I also recount many instances when, before they pulled the campaign, the advertisers (or agencies) were willing to talk first. I shared with them the one secret to successful online advertising, and those that listened saw immediate, dramatic improvements in campaign performance. Are you ready for it? Here you go:
Match your creative and success criteria to your campaign objective.
"Uh, that's not really a secret," I hear you saying. You'd think this would be Marketing 101, but I cannot tell you how often I have seen the objective, creative and how the advertiser measures the success of a campaign completely misaligned. And when they are, often the campaign is nowhere near as successful as it could be, and the advertiser is disappointed with the results. When looking at a campaign, ask yourself these four questions:
1. What is the goal of my campaign?
2. Do my creative and landing page align with that goal?
3. Do my creative and landing page make sense to my audience and not just to me?
4. How will I measure the success of the campaign, and does it align with the goal?
Eric Shanfelt is the founding partner of Nearview Media, a consulting firm that helps publishers with their digital revenue, audience and platform development. Eric is a 25-year digital media veteran and has been the Chief Digital Officer for several large publishing companies. You can reach Eric at firstname.lastname@example.org.