Display traffic is great at generating awareness. The cost-per-clicks are under $0.30 which allows your budget to be extended far. The amount you can spend is nearly endless due to inventory. If you’re trying to get attention to your brand, offer, or special event, this is a great way to do it if done properly.
Programmatic Display is similar to display but on steroids. Instead of relying on Google’s targeting factors, you’re able to take into multiple datasets in oder to target even lower funnel. If you’re aiming for a specific audience, this is your best bet to get your voice heard.
Facebook ads are great at generating attention. It’s always a smart idea to be where the users are, and most users spend on average 40 minutes per day on social media! By targeting your ads, you can make sure your message gets heard to the right audience, improving performance.
Video ads ran on either the Google Display Network or on YouTube are excellent at getting messages out to the masses. It’s a little more expensive than Display, but the engagement is where it counts. Many :15 ads can see click-through-rates of 2.5% or higher depending on the quality of content. This is a great option for condensing a TV budget due to the targeting and tracking ability.
Paid Search is by far the foundation for any successful lead generation campaign. It’s far more expensive than any awareness channel, but the results are also much more gratifying. With conversion rates of 2% or higher, paid search is an effective tool at grabbing the user and pulling them into your site at the right moment in time. If done the right way, we can track users from the moment the ad gets shown to the exact dollar amount they spent on your site. Talk about a perfect 1:1 ROI result.
Facebook has a feature on the backend called Lead Generation ads. These are direct forms on the newsfeed similar to a Facebook ad. However, instead of taking users to your website to convert, the form pops up when a user clicks “Download Now” or something similar. These are great for events, ebooks, content, or some type of sales offer. It’s a great addition to the Facebook platform that can help conversion volume.
Retargeting ads are hard to find a home. They’re a little more in the middle, but if done properly, can be an excellent lead generation tool. These are the ads that follow users around the internet – creepy, right? They’re an effective tool because the user seeing the ad has already been to your website so they’re more familiar with your company. This allows them subconsciously to be more open to interact, and be brought back to the website – boosting potential conversions. They’re an excellent addition to any lead generation campaign, but not the sole driver in leads compared to PPC.