Impressions vs Click-Throughs in the world of Internet Advertising
Even though you never get a true sense of AD Impressions for many of the campaigns I manage they are indeed the unsung hero. In the world of real estate, where a client is trying to project their brand as a preeminent source for professional real estate services, the company’s image can’t be catapulted by click-throughs alone.
My Internet Market Group, Online eBusiness Solutions continue to promote the need for consistency in any marketing campaign. Internet Advertising leveraged with an understanding of the impact impressions has is a powerful resource. First of all, content is a better use of time, or should be a higher priority if you’ve crafted the right marketing message and if you want to project your company’s campaign appeal over several months, but Internet Advertising is a surefire way of adding to the effectiveness of great content, because it contributes to the success of your branding initiatives in a multipronged effort.
Marketing dollars are scarce at times in the real estate industry and with Google AdWords’ impressions are free of charge. Millions of impressions do not cost a dime; think about this. It doesn’t take a marketing genius to know that great marketing campaigns can be waged on this tremendous resource to get your brand out there.
Let’s face it, most of the media consumers were not looking at the video content or playing the online game to see your AD appearing there, but over a period of time they can get a mental note of a well-crafted AD. This is a vital part of a sustained marketing initiative.
So yes impressions are important and you need to start designing your ADs knowing that thousands might have a chance to see them as a periphery item as part of their browsing adventure. Be armed and patient with this truth, know that the battle/campaign will be waged over a designated period of time not in an immediate click.
I look at ants in the summer months and see that they’re very mission oriented and very purposeful. Image each bit taken to the colony is 1 impression. That one impression to the mass market is a enduring signature of your brand identity. Take it seriously folks!
Vern Nicholson has pioneered comprehensive Digital Marketing Campaigns that utilizes SEO, Social Media Engagement, Content Management and Ad Placement. He continues to demonstrate an enormous capacity to execute and manage advertising campaigns to drive audience engagement and increase revenue opportunities for the world’s leading brands.
For more information please visit Online eBusiness Solutions at: www.OeBS.us or email him at: Discover@OeBS.us.