Not seeing fireworks with your display advertising?

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Not seeing fireworks with your display advertising?

Local display advertising can be an effective way to get your message in front of a qualified audience, in a controlled environment, with a transparent measurable medium. However, one of the biggest mistakes is a “set-it and forget-it” approach.  Here are four tips to help ensure you have a meaningful campaign:

(1)  Local Audience = Loyal Audience: Remember when advertising on local websites the majority of the audience is a returning audience. This is advantageous because it can increase the frequency of your message when the proper strategy is being used.  Visitors see your message again and again, creating a top-of-mind awareness and ultimately an action that adds to your bottom line.  However, after a certain point you will begin to experience a diminishing return on your investment if you don’t swap out the creative with a fresh new message and linking URL.  Just ask yourself “How many times would you click on the same ad clicking through to the same page with the same offer and/or message?” So how do you know when it’s time to change your message? The easiest, most un-scientific way you’ll know when it’s time for a creative swap is when your engagement levels (or clicks) begin to plateau.

(2)  Call-to-action:  Know what your objective  is.  Know what you need people to do to reach your objective. Then ask them to do it.  Yes, it’s really that simple.  People are always surprised by how many people will really do what you ask them to.  So, develop your message around your objective with a clear “ask”.  For example “Buy Tickets”, “Sign Up Today”, “Register Early” or even a simple “Click Here”

(3)  K.I.S.S.: Keep it simple. You only have 3 seconds to get your ask out and your message across so be sure you are succinct and your logo is always visible on the ad.

(4)  Be Relevant: Deliver a relevant timely message and have a relevant linking URL.  For example a shoe shop may have creative that runs for rubber boots or mud boots when it is raining outside or sandals when it’s over 70 degrees.  Just be sure that no matter the creative that you have a relevant linking-URL.  So a sandal ad should click through to a page where I can buy, learn more about, or view the various types of sandals being advertised.  An ad should not drop a potential consumer off on the homepage of your website and then make them hunt for what you advertised to them.

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Get More People Opening Your Emails: 7 Tips
Do you send e-newsletters to your customers?  Want more people to open them?  Here are seven tips for stronger more engaging subject lines that will get more “opens”: 
(1) BE SPECIFIC: Things like “Weekly Update” or “Latest Alert” tell me nothing about what’s in the e-newsletter.  How about “Our new spring wine list“; “New outdoor patio is open!”; “Fall Concert Schedule!”; “New micro-brews on tap!”.
(2) ADD CONTEXT:  Instead of “June’s newsletter” or “Weekly Specials” Emerald Street provides some great email samples…for instance a spa might use “New highlighter-polish makes neon nails pop” or a golf course might use “On the green with our pros!”.
(3) FRONT-LOAD KEY WORDS: Keywords and information should come first.  Get your most irresistible message out first not your company name (which should be in the “Sender” box).
(4) MAKE YOUR SENDER LINE WORK: Don’t waste precious characters by repeating your name or your company’s name in the “subject line” if it’s already in the “sender” line.
(5) BE MOBILE FRIENDLY:  Because more content is being accessed on mobile devices than ever before be sure to get your subject out in no more than 5-6 words. Example: “*Don’t Miss our deal of the day…” is rather vague…the entire subject line is “Don’t miss our deal of the day…15% of women’s clothing“. Sounds like a great deal but remember mobile may not deliver such a lengthy subject line.  Here’s a suggestion for how to truncate the content to be more succinct and enticing.  “15% off Women’s Clothing Today!”
(6) BE RELEVANT:  Being relevant and topical will set you apart and further customize the user experience. “25% off Rain Boots!”; “Sun Repairing Facials, Only $30!”; “Rooms for $100. Today, escape winter“; “BOGO Round of Golf – Celebrate Summer!”
(7) TEST & OPTIMIZE:  Spit the subject line on the same email and test to see which receives more “opens”; sending 1/2 your list subject A and the other half subject B.