I’m Wayne Sharer, and I’m and expert in digital marketing strategy and tactics for small and medium business. My upcoming book is called “RepFluence Marketing” (be sure to look for it), and I am a best-selling author, and author of 3 previous books.
As a retired navy commanding officer, I have over 35 years of strategy development experience. I’ve developed marketing strategies for direct marketers, small business, and non-profits that have generated over 25 million dollars in the past 9 years.
This program will enable you to follow up with 100% of your web visitors (97% never contact you), cut your cost per click by 60% or more, and 10X your ad exposure in 30 days or less. Even if you don’t use PPC, it will ensure 100% of your existing web visitors and/or email readers see your brand daily until they are ready to buy.
Here’s what’s happening in PPC versus Display advertising.
Besides the costs going up steadily, in PPC text ads, you are losing buyers. Why? Because ever visitor that clicks your ad is a potential buyer for up to 6 months from now or more, and text ads cannot be retargeted to those visitors. You rely on chance for them to see your ad again.
PPC marketing like Google Adsense or Adwords is based on someone searching online for your services or type offer. Then, based on the intent of the search, if your ad matches that intent, it gets displayed. You then pay if your ad gets clicked.
That cost for ads is steadily rising. In fact, the number one most expensive PPC keyword in 2016, according to SearchEngine Land was “best mesothelioma lawyer”coming in at $935.71 per click. Ouch!
But there is no follow up with the people that clicked your ad… at least not with your PPC text ad. That makes branding and making sales more difficult and more expensive.
Then ultimately you must face the reality that Google PPC and display ads only reach from 40 to 50% or your digital ad market. Facebook reaches about 30%. So any way you look at it, if you use PPC, with or without re-targeting, you’re only reaching half of your perspective customers searching for your goods or services online.
On the other hand, there is dispay advertising.
Online dispaly ad marketing inherently has the ability to place unlimited numbers of ads on unlimited numbers of websites. This is all done based on the content of the web pages to display the ad creative so it reaches the appropriate target market.
In display or banner ad marketing, you typically pay by the cost per 1,000 impressions (though some do charge on a pay per click basis). Thus, the ultimate cost per click is much, much cheaper than PPC.
Display advertising allows for follow up targeting – or retargeting – and can even be tailored based on the viewers level of engagement and other factors such as which ad of yours they just saw.
This literally makes it possible to capture 100% of visitors to your site’s pages using a pixel, instead of losing 97% of them like you do in PPC. Then you are able to market to these visitors repeatedly, on any other site they visit, and do this for up to 3 to 6 months.
The good news is, this works, even if you don’t do any digital advertising at all.
The digital research company, Magna Global predicted that would surpass TV ad spend in 2016 with $66 billion in revenue. Display advertising (includes banner ads) would make up $46.9 billion of that ad spend.
Digital display advertising continues to be the fastest growing digital ad form, and will out spend search advertising (pay per click) by the end of 2017!
The problem with display advertising is the cost to eliminate, as much as possible, the phenomenon called “banner blindness. This is when a viewer gets so used to seeing a particular ad that their brain just literally blanks it out. They don’t see it.
To overcome this requires having multiple banner ad sets of 16 to 21 ad sizes to cover your presence on various networks and websites. To make the ad sets, setup retarteting and set up ad rotation typically costs $3,000 or more!
Until today, this upfront ad cost was a “show stopper” for most small business owners. Even if some would pay the cost, they had no way to know if the creative design would convert.
So you see, every minute, every day you wait, your current PPC clicks mount at 60% higher costs than you need to pay. And you also lose out on follow up branding and offers, while digital display ads do it all, and do it all much, much cheaper, when you get past the upfront costs to do it right.
Now we’ve eliminated the huge upfront costs, and made it possible for any small or medium business to have a display ad, re-targeting funnel without the upfront costs of display ad creation, and without the long-term costs of PPC. We’ve also made it possible for your business to reach 99% of your perspective customers searching for you online.
We’ve even done tens of thousands of hours of research and study of ongoing display ad campaigns to have a collection of over 100 proven converting ad formats to base all of your ad creation on.