How to optimize your banner ad performance while complying with ...

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Traffic Funnel Analysis • Goal: Measure traffic and number of sales generated from the banner • What to Consider? • Collect following data from tracking system (i.e. Coremetrics, Google Analytics, SiteCatalyst, etc): • Banner Impressions • Banner Clicks (note: the latest eMarketer statistics show that annual average click-through-rate (CTR) is about 0.09%. This highlights the need for quality banners). • Landing page clicks • Applications completed • Need to identify not only if banner is generating enough traffic, but qualified traffic (traffic that converts). If you see a large drop out at the landing page, this usually signals a disconnection between banner and landing page and the opportunity to test new banner designs Sponsored by: Progression of Visitors Page Views/ Impressions Banner Clicks Landing Page Clicks Conversions
Message Continuity Analysis • Goal: • Making certain that each step of the sale process either states or supports the value proposition. • What to consider? • Consistent message communicated to visitors throughout the sales process. • Banner: copy and call to action • Landing page: headline, copy and call to action • Application page: header message and call to action • Let’s see an actual example Sponsored by:
Page 1 and 2: How to optimize your banner ad perf
Page 3 and 4: Who is TRUSTe? Sponsored by: • Fo
Page 5 and 6: Index • Key terminology • Intro
Page 7 and 8: Introduction • A web banner or ba
Page 9 and 10: Banner Analysis Before jumping to d
Page 11 and 12: Media Planning Analysis Sponsored b
Page 13: Online Behavioral Advertising Some
Page 17 and 18: Principles of Online Ad sequence Ob
Page 19 and 20: Methods to Capture Attention Banner
Page 21 and 22: Methods to Capture Attention - Exer
Page 23 and 24: Methods to Build Interest • Consi
Page 25 and 26: Methods to Ask for a Click • Anot
Page 27 and 28: Optimizing Ad Performance The impac
Page 29 and 30: Privacy In the News - Are you prepa
Page 31 and 32: What are your DAA Compliance Option
Page 33 and 34: And what about the browsers? Sponso
Page 35 and 36: TRUSTe IE9 Tracking Protection List
Page 37 and 38: Summary 1. Identify your point pers
Page 39 and 40: Checklist Sponsored by: Message co
Page 41 and 42: Checklist Sponsored by: Continuity
Page 43 and 44: More than 3,000 companies rely on T

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