According to a report by Online Media Daily*, online display ads’ click-through-rates (CTRs) were going through a period of decline since the financial crisis became our reality. However, online advertising has now reached a state of equilibrium and the CTRs are no longer declining.
I have to say that my clients have had great success with their online advertising. We haven’t experienced a decline in CTRs. The worst months have had somewhat flat performances but no declining CTRs. And, our online campaigns continue to bring exceptional and cost-effective brand building opportunities to our clients.
A research report by comScore stated that “two-thirds of Internet users do not click on any display ads during the course of a month, and only 16% of Internet users account for 80% of all clicks.” The comScore research also indicated that “display advertising continues to have an influence on user behavior even at low CTRs.”
Perhaps, part of the decline in CTRs was not because of the effectiveness of the display ads but due to the fact that many ineffective ads have been written and many campaigns have not been setup as well as they could have been. Advertisers wanted to jump on the online advertising bandwagon but didn’t really understand the mechanics of a successful campaign or how to write the best online ads.
So, I continue to recommend online display ads (specifically Google & MSN PPC ads) to clients because we’ve seen some great results in building brand awareness, CTRs and conversions. I also continue to recommend you get professional help for the most successful online advertising campaigns.
Happy Friday!
Carole
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