Choosing the Right Marketing Campaign
It is said to click campaigns are on the verge of dying out to give way for campaigns with more “measurable results”. Lead-, sale-and order campaigns have made inroads and captured a large share of the advertising market.
In our advertising network we have begun to test the lead campaigns as it is today’s most “promising” online advertising for advertisers. One reason is that advertisers are more interested in measuring the results in terms of registrations and / or by purchase than by getting a certain number of clicks, even if the clicks in some cases may be of greater value, even for the advertiser.
For a smaller site in a specific niche with a relatively small number of visitors can lead these campaigns to be a real gold mine if they have an audience that is interested in the advertiser they have placed on their ad. An example of an apparent successful lead campaign could be a gardener who use ads from a flower on its website.
On those sites where a large number of visitors pilgrimage for various reasons, it is much harder to make money on leads. Visitors are usually composed of a large variety of people and their goals with their surfing is quite general.
My experience says that in these cases is better to place the lead campaigns in the right context (for example, category pages) than to expose them to more visitors on the homepage. A complement to lead the campaigns would be to place the click campaigns of the homepage to thus be able to market well-known brand names on them advertising space. For large advertisers, this can add value when branding its company name and reach a large audience, which further establishes its brand.
Most importantly, however, in the end to try things out and see to what advertisers and campaigns that fit the behavioral pattern of the traffic on your website.
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