US, Europe, and Worldwide ad clickthrough rates statistics comparing display ads to paid social and Google Ads average CTRs
I've put this compilation together to help marketing professionals create direct response conversion models for digital marketing campaigns. By creating budget models using known benchmarks for average CTRs and digital media click-through costs, you can better forecast your return-on-investment from digital media ads in 2022.
This data is particularly useful if you haven't previously invested in advertising on publisher sites through ad networks or paid social media ads since it can help make the case and set expectations with colleagues or clients of the number of visits based on quantitative forecasts. As always, we recommend applying a targeted, data-driven approach to your marketing activities and we have tools and templates to help.
Looking for a digital marketing plan to reach and acquire more customers with digital media? Why not try our step-by-step…
A quick guide to different types of advertising for different purposes
This article explores different types of advertising online. Which ones are effective? Which among them actually help businesses reach their bottom line and business goals?
In Digital Marketing: Integrating strategy and tactics with values, published 2014, Ira Kaufman and Chris Horton wrote that we’re well beyond the stage in which digital media is a fad. In fact, over the last 10 years, digital media has become the means by which consumers communicate with their friends and families, especially when making purchase decisions. This is the main reason why marketers embrace and invest in digital marketing and advertising.
But, alongside these welcome developments in customer behavior and expectations, marketers are faced with increasing challenges - algorithm updates, changes in tracking, and increased noise in the digital landscape to name just three.
As Anatolii Labinskyi put it 'change is…
Selecting the best revenue model options for your digital business
A good revenue model is a proven technique used by digital businesses globally, from startups to global corporations, to generate income from traffic on their website, mobile apps, and via digital channels.
The 10 digital revenue model options explained in this include both ad revenue models and charging for access to a digital service including freemium revenue models where limited free access is provided with fees charged for the full service.
I created this post originally in 2010 to support a revenue model spreadsheet for site owners to forecast their revenue generation. The main parameters you need to set are the variables for each Ad Unit or Container Type (blue fields) and it works out the revenue earning (orange fields) for you!
The site ad revenue model
If you 'plug-in' some average figures for pay-for-performance-based advertising options like cost per click or cost per action…
Tips and tricks to help you get the most out of paid search on China’s largest search platform
With Google claiming less than 2% of the market in China, the search engine landscape is markedly different from that in most Western markets. While there are several key players, including Haosou, Sogou, and Shenma, in the space, Baidu is undoubtedly the first port of call for most companies looking to run search marketing campaigns in China.
So, why Baidu?
There are several reasons why advertisers turn to Baidu when looking to advertise their products or services to Chinese consumers, the most important of which are outlined here.
Highest market share
Baidu search has the highest market share across both desktop and mobile users. According to Statista, Baidu boasts 74% of the Chinese search market, with…
Personalized marketing, as we know from our experiences as brand-lovers and as marketers, is the make or break of any e-commerce marketing strategy in a competitive environment
Personalized marketing is all about offering improved user experience (UX) by serving relevant content, or targeting key messages in the funnel, based on your customer’s e-commerce activities and behaviour. Personalized marketing unlocks tactics for retailers to form personal relationships with their customers during their online experience (CX), to nurture leads and drive more sales from digital marketing.
According to SmarterHQ, 72% of consumers say they now only engage with marketing messages that are personalized and tailored to their interests. And with competition at an all-time high, value added by personalized marketing is exactly the tactic your retail/e-commerce marketing strategy needs.
Despite this, customer security and privacy concerns are at their peak. A McKinsey 2020 consumer-data report…
Apple's iOS 14 platform update has certainly not been without controversy. Increased customer privacy has caused problems for mobile ad providers. What do the platform updates mean for your digital marketing strategy?
Released on 16 September 2020, Apple's iOS 14 constitutes a huge overhaul in mobile customer experience. And the biggest change is yet to come!
The delayed new iOS 14 opt-in processes, penned in Forbes as 'Facebook and Google's worst nightmare', have been penciled in for January 2021. This will at least give ad suppliers more time to adjust to the changes - and it looks like they're in for a busy couple of months.
We'll be discussing what these changes mean for your business below. Plus, we'll take a whistle-stop tour of some of the platform's new features and how marketers can delight customers on their iPhone.
Retailers, restaurants and service providers:…
... and what they might mean for 2020
Seasoned visitors to the Smart Insights blog will no doubt agree that there’s an abundance of, well, smart insights to take in on a daily basis. With digital and marketing constantly evolving, marketers have to work hard to keep up with the rapid pace of change and Smart Insights plays this role perfectly, providing up-to-date guidance, tips and advice on a huge range of topics.
There’s a handy function on the Smart Insights blog that lets visitors sort posts by both recency and popularity. But rather than talk about what others have found most interesting in 2019, I thought I’d outline some of the insights that have educated and inspired me this year and how they’re likely to influence my thinking further in 2020.
Stories and stats that stood out in 2019
Looking back over the last twelve months, I was surprised by the breadth of…
Facebook admits to location data tracking, digital advertising needs a watchdog says CMA, Facebook advertising price rises, Instagram anti-bullying tools, new Snapchat interactive ad and change to Twitter lists.
2019 is almost over but there's enough time left before we close ready for Christmas for one last news roundup.
First up is the news that Facebook has admitted that it tracks user location data even if individuals have opted out of Locations Services.
The CMA has said that there is a strong argument for the creation of a digital advertising watchdog to monitor the online ad space.
Almost half of marketers are concerned that they could be priced out of Facebook advertising as costs have increased by 90% year-on-year.
Instagram has seen some success with its anti-bullying tools and is now rolling out an extension for one of them.
Snapchat has launched a new interactive ad type and is currently using it to advertise film trailers.
Twitter admits ad targeting data bug, digital media provides best ROI, TikTok under fire or using Creators' videos, Facebook testing new multi-image layouts.
Twitter has admitted that a 'bug' has allowed data submitted for safety purposes to be used for ad targeting, prompting many in the industry to blast the platform.
A new survey of chief marketing officers has revealed that premium digital media provides the best ROI for companies.
TikTok has come under fire as it is revealed that it is using Creators' videos for advertising purposes without informing them.
Facebook seems to be testing new layouts for those uploading multiple images to one post.
We've got more info on all of these stories below.
Twitter announces ad targeting ‘data bug’
Twitter has admitted that it has been using data submitted for security reasons to target ads. In a statement released by…
The latest on Google's June 2019 core update, Instagram's Paid Partnerships, the rise in digital ad fraud, junk food ads aimed at children banned, Google faces DOJ investigation
The big news this week is the rollout of Google's latest core algorithm update, which started on June 3rd and (as of today) is still ongoing. We've taken a look at what the industry knows about the effects so far.
In good news for brands who work with influencers, Instagram is making it easier than ever to use their content. The social media platform has announced a new tool that could benefit both influencers and brands.
A new report has suggested that ad fraud could result in costs of up to $30 billion this year, which will likely be put on the shoulders of smaller companies.
The ASA has announced that eight well-known food brands had ads banned from Google after they were shown alongside content…