Online Display Ads
I recently received a report from a client with results from a series of online ads we produced. These ads, you know the ones, appear on most commercial websites like The Weather Network, TSN, etc., the ad buy is based on the number of impressions (views). When the campaign is over, you receive a report on the results which includes the number of impressions received and the number of times the ad was clicked on to go to your website or Facebook page. Believe it or not, the average click through rate for banner ads is only 0.1%. Doesn’t sound that great does it? Every year since 2000, this percentage has dropped.
This email you are reading right now was sent through a program called Constant Contact. One of the great things about this program is that it lets me know how many times this email was opened, and if it was forwarded on. My marketing tip open rate averages between 30% – 35% which is pretty close to the industry norm. It also lets me know if the email was opened on a desktop or mobile device. My email averages around 80% desktop and 20% mobile. This surprised me, I thought the mobile devices would have a higher average.
Car Dealer Radio Ads.
Last month I took a trip to Toronto and I always have the radio on in my car. No matter what station I was tuned to, car dealers were voicing their own radio ads. Why does this happen in the auto industry? The majority of business owners voicing their own ads were car dealers. And, most of them didn’t do well. Don’t they know that radio stations have great voices that do this for a living? Here’s a tip – let a professional do your voice-over.