Scaling Post-Click Landing Pages: Why Templates are Not a Solution
Most advertisers aspire to 1:1 personalization, but they largely miss the mark. It’s understandable. A lot has to go right for 1:1 personalization to work. You need the right strategy, people, and the right tools. Mostly, though, you need to rethink the post-click experience. It needs to be treated like we treat ads. Why post-clickRead More >
Everything Digital Advertisers Must Know About Frequency Capping
On the Google ad network, you want to reach your customers, but you don’t want to overreach. So, how many times should they see your ad? Once a day? Ten times? What’s the magic number? It’s a delicate balance to reach, and getting there isn’t easy. You want prospects to see your ads. You wantRead More >
The 5 Best Ways to Minimize Banner Blindness But Still Maximize Conversions
Since the first banner ad was introduced in 1994 and earned an impressive 44% click-through rate, the number of banners served has grown tremendously, but their CTRs have plummeted. They reached only 2% in 1995, 0.6% in 2003, and just 0.5% in 2019. While a major reason for the big drop is because most webRead More >
Advertising Conversion: Everything You Need to Know
If you’re an advertiser, you hear it every day: “more conversions,” “increase conversion rate,” “optimize for conversions.” Like other industry buzzwords, “conversion” has been used so many times and defined so few that it’s seemed to have lost all meaning. You know conversions are so valuable that they can make or break a business. But,Read More >
How to Use Personalization Without Being Creepy (Examples)
In B2B, 98% of marketers agree that marketing personalization helps advance customer relationships, with 74% claiming it has a “strong” or “extreme” impact. In B2C, research by Accenture states that 75% of consumers are more likely to buy from a retailer that recognizes them by name, recommends options based on past purchases, or knows theirRead More >