Patient Attraction Episode 332
If you buy display ads on Google, I’m going to tell you why they are likely no more effective than TV commercials. Stay tuned.
– For many people, the TV commercial is a thing of the past.
– Thanks to online streaming and DVRs, many people are able to bypass TV commercials entirely.
– Online ads, however, are supposed to be more targeted.
– Thanks to retargeting and other methods, online ads are supposed to put your ads in front of viewers who WANT to see them.
– According to information Google released late last year, that likely isn’t happening.
– The search engine and advertising juggernaut revealed that 56.1 percent of ads on the Internet aren’t even on the screen for 1 second.
– This goes along with data from some other companies that indicates half of online ads are never seen, and many of those that receive views come from bots, not people.
– In its announcement, Google also detailed which shape, locations on the page, and types of web pages were most likely to have a higher viewership rate.
– But the big takeaway is that if you are pouring your money into buying impressions, you are probably wasting your money.
– Even with Google’s announcement that its Active View product will measure only ad “views,” I encourage you to be very skeptical and judicious in your use of online display ads.
– We use pay-per-click ads for our clients, as research shows that prospects who click on these ads are more willing to buy and willing to pay more.
– Plus, you only pay when they click on the ad – not when it appears on the screen.
– So unless you want to contribute to Google’s $55 billion ad revenue without getting anything in return, stick with PPC.
– Until tomorrow, keep moving forward.