This article was written by Ted Dhanik.
Display advertising is becoming more viable as a marketing strategy for companies looking to beef up their returns. The biggest advantage display ads bring to your site is the ability to generate targeted traffic quickly. Through careful application of some of these tips, you can lower the cost per acquisition and raise your returns.
A tracking pixel on your display advertising is the best method you have for checking what is actually happening on your page. You can use analytics on the page to determine how much traffic you have received, but a pixel will actually “fire” when someone hits your thank you page. The pixel basically sends a signal to your traffic provider that a user has hit the end of your conversion funnel.
Choose a Great Network
Google AdWords is probably the most pervasive PPC network around, but without careful allocationof your funds and massive testing, you’re likely to spend more than you’ll earn. That’s why you need to utilize special banner advertising networks. Networks outside of Google specialize in particular offers, like health and beauty, or biz-op. Publishing ads to these networks is a good method of tapping into your target audience without the high cost of entry.
Smart testing will arm you with the knowledge you need to succeed, but you have to be careful about what you change. Change too much and you will be unable to tell which change actually impacted your conversions. Try A/B testing, where a variable (usually one change to the Web page) is pit against the original page. Compare results to see which page converted better, then try to beat your champ.