10) ‘Clicks per ad’ may not be the best indicator. If the success of an ad is gauged by how many times the specific ad is clicked, the effectiveness of the ad may be underestimated. A 2013 Marketing Charts study indicated that 66% of consumers respond to advertisement by taking some other action than clicking the actual ad, whether it be searching reviews or going directly to the website.
9) Keywords create opportunity.
In terms of overall success, big brands like Kraft Foods and Coca-Cola are still reaching the most consumers with broad appeal in keywords. Even so, many brands are looking to a niche market for the best returns. For instance, Colgate has included ‘diabetes’ as a primary keyword as many diabetics have heightened oral health concerns. The response? 60% more impressions from ‘diabetes’ than the word ‘Colgate’ as a search term! Source: Adgooroo
- Category Agency Blog Current News Techtelligence
- Written by Sarah Dysthe