Which one of your campaigns is ready for the massive volume of display advertising? When selecting the offer you want to promote with a media buy you should ask yourself, “Is it aggressive enough to garner a consistent acquisition cost?” In other words, is your product part of a large enough niche that people are actually going to be interested in? Some examples may be diet/weight loss, dating, financial products, and computer software. Also, is your product reasonably priced? If you are promoting a piece of exercise equipment that costs $300, you are going to have to spend a ton of money testing to see if there are any consistencies in conversions. I wouldn’t try to promote a product that costs anymore than $100 (I like to keep an average of around $45).
Being that media buys have so much volume it is absolutely essential that you test many different landing pages and sales pitches for your offer. Make several different variations of landing pages. Change up colors, pictures, offers, offer positions, etc. You would be surprised how big of difference the smallest changes can make. I also find a lot that the landing pages I thought would perform the best, do the worst.
Last of all you want to make sure your landing pages adhere to the updated FTC guidelines. In December 2009 new regulations require significant changes to how testimonial advertisements, bloggers, and celebrity endorsements are treated. Be sure you check out the updated guidelines at this link.
The most common creative sizes for media buys are:
160×600 wide skyscraper
Your main objective with any creative is to find the one that garners the best CTR (click through rate) and the one that garners the best conversion rate. Most-of-the-time you’re going to find that the 300×250 creative gets the most clicks; however when entering any buy it is always worth testing every creative size. Sometimes you will be surprised. Creative several different various in each size (I recommend as many as 10). If the network or website allows it, add animation, borders, or anything else creative to get your CTR higher. This will ultimately make or break your media buy.
Ryan Gray is the founder and CEO of NameHero, one of the fastest growing independent web hosts in the United States. Ryan has been working online since 1998 and has over two-decades experience in Internet Entrepreneurship.