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How Online Advertising Campaigns Become Successful
ntroduction especially for those who have no
previous experience with online
Since the Internet started, campaigns. It is after all very
its user base has grown expensive to launch ad campaigns
increasingly and boomed to and it is better to be careful
unbelievably large numbers. With when planning to spend such large
the increased traffic in the amounts of cash to ensure that
Internet, advertisers realized the campaign will bring about a
its potential as an advertising substantial return of investment
media. As time went on the power (ROI). There are ways though to
of the Internet as an advertising ensure that your advertising
media became more evident as campaign will be successful.
newer and improved models for
online advertising emerged. Ads Set Goals
can be found everywhere in the
net in the form of banner ads, In an article by Melissa Honabach
pop ups, emails – both solicited on Secrets to Optimizing an
and spam, in-text ads, and inline Online Campaign that a business
ads. needs to set and communicate
their relevant goals before
With the new ways and means of planning and starting an as
advertising in the Internet, campaign. An important aspect in
businesses are turning to it to setting goals is being able to
launch and supplement traditional identify what you want the
advertising campaigns and even as advertising campaign to actually
the sole medium for their ad do to help your business grow.
campaign. Some businesses, You have to know what results you
however, still balk at launching desire from the ad campaign.
full scale advertising campaigns According to an article on The
online. This is understandable, Most Effective Way to Advertise
here are some questions you can
ask to help you set your goals. After setting those goals make
sure that you are able
•Is your advertising part of a communicate them to the
short-term marketing effort or advertising agency you plan to
one part of your long-term use or your media partner. This
marketing strategy? ensures that they know what you
•Do you want to generate leads? want and that you will be working
•Do you want to use your on the same goals and will have
advertising as a catalyst to the same measures for success.
building long-term client
relationships? However, just like in traditional
•Do you want to generate one-time advertising it is hard to measure
sales? exactly the ROI for online
advertisements. There are certain
After identifying the goals you metrics that are used, like the
should also set a goal that can number of clicks generated by an
be used to measure the success of ad or the number of sales since
the campaign quantitatively. That the campaign started, but even
goal to be set is the desired these metrics are insufficient in
ROI. To set the ROI the average measuring the exact profit
value per customer or average generated by an ad campaign.
value per customer segment should However, these metrics are
be known. This value would be the sufficient in gauging the
basis for calculating the response or the impact of the ad
expected and desired ROI. At the campaign and can be used to
end of the campaign this value determine whether the campaign is
and the actual ROI will help successful or not.
determine the success of the ad
campaign. Run Tests
response from your audience and
Another crucial thing factor that you are sure that your campaign
determines an online ad is optimized. As Honabach said,
campaigns’ success is the testing “Ultimately, optimization is an
phase. Testing should be done iterative process that reduces
before any ad campaign is fully costs over time.” Just make sure
launched. Set a small portion of that your evaluation procedures
your budget to test the media of are objective and sound or else
choice before deploying all your the results you’ll get from your
resources on the ad campaign. tests will be useless. The
Testing will allow you a glimpse metrics for getting ROI mentioned
of how your target audience will above should be used during
respond to the campaign. Although testing too and not just at the
it might seem like a waste of end of the campaign. Although it
time and money to spend resources might be hard to evaluate the ad
on testing it could actually save campaigns effectiveness the
you from a bigger loss in case nature of the Internet makes it
the test reveals that the actually easier to evaluate ROI
campaign might not have the in comparison to traditional
impact you desire. For the advertising.
testing phase of an online
campaign to be comprehensive it For those who plan on using
is best to test your ads on banner ads as part of their
multiple websites and to try online campaign there are ways to
different ad types as well as ad know or test which banner ad will
sizes, etc. If the test results be more effective. This is
prove to be unsatisfactory don’t discussed in a patent published
just back out, make the necessary last December 29, 2005 entitled
adjustments and test again and Systems and methods of achieving
again until you see a positive optimal advertising (US Patent
Application 20050289005). The firms or oldest ones but just
invention discusses a “process of make sure that the firm you
identifying influential design choose has enough experience and
elements, selecting and testing has a reputation for a decent
banners representative of such percentage of successful
design elements, obtaining campaigns.
feedback, and analyzing it to
extract information from the Your online agency can also make
experiments about which design or break your ad campaign. Make
elements are most important and sure that the agency you choose
which combination of design has accessible lines of
elements lead to the best overall communication and can deliver
banner.” The process yields not results fast. Being able to
only the best banner ad design deliver fast results entails
but also results to a lower cost their capability to analyze and
of advertising and a higher respond to the data that your
success rate for advertising online ad campaign produces. The
campaigns. analyzed data should be such that
the results will be relevant and
Use Effective Professionals actionable for those responsible
for other aspects of the
Do not attempt to save on money campaign. An open communication
by hiring start-up groups with would also allow you to keep
absolutely no experience to track of what is going on with
handle your ad campaign. You your campaign.
don’t have to hire the largest
About the Author:
http://www.theinternetone.net
Read more articles by: Danny Wirken
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