Logix Thoughts

Search, Display and Retargeting: The Trifecta of Online Advertising

That title is misleading. To have a great online presence you need more than just search, display ads and retargeting, but these points are a good starting place for any local business who wants to convert more online shoppers and increase its revenue.

Each of these parts can be used on their own, but function stronger when used together. Just look at the title, we called it a trifecta, and everyone knows that a triangle is the strongest shape. If you didn’t, well you just got a geometry lesson as well as a digital advertising lesson. You’re welcome.

Lift in Online Sales Per Online Strategy

If you want to visualize how these three aspects work better together, take a look at the chart below. As you can see, using search and display ads together gives much higher returns than using them separately.
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Search
The first part of the equation is search. As we covered in a previous post, search is huge, and should not be taken for granted. Search has become the gateway to the Internet, so you need to start using search advertising to appear at the top of search rankings. It’s called SEM, and it looks like this:

Search Engine Marketing

Those big red circles are where your ads show up. That means that when someone searches for products or services that your business delivers, your ads appears, increasing hits to your website.

The only problem with search is that only 4% of time on the Internet is spent in search engines, and 96% is spent doing everything else. You might think search isn’t worth it, but everything on the Internet stems from search, so it should remain an important piece of your online strategy. Search gets your foot in the door, but the next two parts help you walk through it and sell your products.
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Display Ads
The second aspect is display advertising. Display ads show up on websites around the world, and their main goal is to boost traffic to the owner’s website. The first display ad was in 1994, and looked like this:

AT&T Banner Ad From 1994

Since 1994, display advertising has grown tremendously. In Q2 2011, more than 1.1 trillion display ads were served across the world, and this number is only going to increase as more and more people come online. The only problem with display advertising is that, a lot of the time, it gets ignored. Internet users train themselves to overlook the ads, thinking they’re irrelevant. That’s where the third part comes in.


Retargeting
Retargeting is the last piece of the puzzle, and the part that ties it all together. If you weren’t aware, 97% of your website visitors leave and never come back.  Retargeting is display advertising that essentially follows up with the customer after they visit your website. It works like this: the consumer visits your website; they pick up a special line of code that places a cookie in their browser; your ads get delivered to the consumer as they are surfing the web, reminding them of your website.  ComScore created a handy cartoon to show how it works from the consumer’s end:

Retargeting Process

Retargeting is unique because it displays ads to consumers who have already shown interest in your products, making them easier to convert. It’s a win-win situation because the user gets ads that are relevant to their desires, and you get more sales in return.

Let us Help you!

As you can see, our trifecta of online advertising will help you see a greater return on your online ad spend. Check out our website and our past products and see how we can help you. Fill out a form on our site or call us to learn more.


The State of Search

Search has never been bigger: 26.6 billion searches were conducted in June 2011 alone, which marked a 6% increase from June 2010. This mirrors overall search growth from 2010-2011, which is also at 6%. Search has been growing like crazy the last few years, and shows no sign of slowing down.

Search is Increasing

You may already be aware that people use search. You probably use search the same way your customers do. I mean, when was the last time you picked up the Yellowpages? Yeah, we don’t remember, either.

We know that search is growing, but online search spending is growing more than search is. In 2011, search marketing is expected to grow 20%, and is expected to almost double from 2010 to 2015.

Online Ad Spend

What does this mean for you and your business? It means you need to start an online campaign, fast. There are huge dollars being spent on online advertising, but you don’t have to spend big, you just have to do something. If you have a campaign already, you need to evaluate your strategy to get the most from all your advertising dollars.

Now that you see how important search is, stay tuned for next week’s post about using search and display ads to drive more traffic to your website.

UPDATE: Here is our post about search, display ads and retargeting: the trifecta of online advertising.

Images sourced from comScore


Did You Know?

A friend of mine just sent this to me.

Did you know? Is a great video on Youtube that gives a little perspective to the speed at which our world is changing.  Both videos have essentially the same information. Version 2 has a couple of updates and has very mellow music. I am up to my eyeballs designing killer digital ad campaigns right now but I will try and relate some of these facts to (local) business at some point in the future.  Enjoy.

Jacks You Up:

If you have young kids may tear you up:

It occurs to me that tear (tear from my eye) and tear (tear apart) are spelled the same way…   You choose.


Commitment

Napolean Hill Said it like this:

The moment you commit and quit holding back, all sorts of unforeseen incidents, meetings and material assistance will rise up to help you. The simple act of commitment is a powerful magnet for help.

He couldn’t be more right.  There are a lot of doors that could open for you. All you need to do is commit and make sure that you are there when the door does open.

Internet marketing is a door that has opened for  many businesses. It can open for you as well. You need to choose a company that will to serve your interests.  Then let that company go to work for you and make it happen.


Make it Happen or Watch it Happen?

Go get em tiger!

Do you make it happen or watch it happen? When the playing field changes with new procedures, new products, or new techniques, do you adapt quickly and turn this into an opportunity? Or do you resist change and play the victim? John Wooden said, “Things turn out the best for those who make the best of how things turn out.”  Manage the rapids of change, master them, move with them, and develop the possibilities and you will create a better job, a better life and a better you.

Go get em tiger!


ROI on Advertising

Photo credit: Belltown Messenger

Here is an interesting video blog post from a wine salesman. It has quite few ads in it. This video was recorded in October of 2008 – The Seattle PI died today. How many other types of media will crash and burn while small business tries to figure out how to advertise on the Internet. Watch this then call me and let’s develop a plan for you.

You Down With ROI?…Yeah You Know Me


Whatever it Takes

Decide Then Go

Indecision and second-guessing are the mortal enemies of spontaneous brilliance and planning. Without action, your dream, goal, or plan has little meaning in the world. Living and risking are close companions. If you sense that you have made a good decision, have faith. Move forward.

These words are from a book called “Whatever It Takes” written by the late great Bob Moawad Senior.

Make it Happen!


Busy, Happy and Prosperous

I am sitting here, knowing I have to hit the publish button before I go home today.  I have several good starts, a couple hundred words on ROI and about 500 on radio advertising.  But nothing  I think I can publish today. There is a big sign on my wall that says forget perfection. I will tweak something to death if I get the chance. I remember reading a post from Seth Godin about how he decided to focus on blogging and not give some of the other social media any energy. When I went to go look for it I noticed this great x-, y-axis post he made today. He doesn’t even say a word in his post.

X, Y

I have some thoughts on this but I think saying too much is liable to screw up a really simple post.

Instead, I will just wish you a busy, happy, and prosperous year.

🙂