Welcome to HighRoad U

HighRoad Solution is a qualified provider of CAE credits from ASAE

IntroductionsManeesha Manges, Director of Inbound Marketing• Over 15 years of experience in digital marketing• Consulting experience in the association world

around digital strategy, field and social media marketing and change management

• Expertise in lead generation

Ways to Connect:• Twitter: @maneeshamanges• LinkedIn: www.linkedin.com/in/maneeshamanges

Using Banner Ads to Attract Customers

QuestionDo You Use Banner Ad

Programs to Promote Your Organizational Activities?

Revised QuestionDo You Leverage Your Own

Banner Ad Program to Promote Your Organizational

Activities and Generate Leads?

Possible Answers• Yes!• No• Tried but not effective or successful• Tried but difficult to gauge results or effectiveness

Today’s Breakdown• Overview – what are banner ads and what purpose

do they serve?• Examples• Measuring the Success of Your Banner Ad Program

Banner Ad - Definition• Form of online advertising that embeds an

advertisement on a web page with the intention of driving traffic to a website.• Played a significant role in enabling the rapid

development of paid advertising on the Internet• Banner ads enabled any website to sell advertising

Typical Characteristics• Images on websites• Served to multiple channels in same way • Programs based on distribution / volume / quantity• Metrics such as click thrus and impressions• Content (Image / Ad) is static

Sizes & Placement

Traditional Model

Your Digital Transformation• Are you leveraging banner ads for your own

programs?• Website• Emails• Social Media

• Why reserve strategy just for vendors / exhibitors?• Key metrics available for your own performance

measurement

Digital Transformation - Channels• Need to move towards expanding the definition of a banner

ad beyond an image that goes on your newsletter• Aren’t Facebook posts banner ads?• What about LinkedIn posts?• Blogs• Landing Pages• Social Media• Emails

• Not just for your website!

Other Opportunities for Placement• Event Microsites• Mobile Apps• Learning Management System• Ecommerce Receipts• Transactional emails – no opt-out

• LinkedIn

Digital Transformation - Context• Serve up banner ads based on contextual

information• Retargeting• Tagging

Value to Your Own Programs• Leveraging Banner Ads to promote your own

programs ensures:• Ability to get in front of prospects / leads who don’t

know your organization• Make impression on prospects (not always about CTRs)• Creating awareness of your brand / program to people

who don’t exist in your database

What Should You Be Doing?• Be effective in placement of ads that promote your programs across

all channels:• Emails• Blog Notification Emails• Website• Social Media• Ecommerce Receipts

• Leverage data and target your ads• Segmentation• Tagging

Sophisticated Banner Ad ProgramsWill offer:• Multi-media options such as video / podcasts rather than just

static image• Opportunities for cross-sell

• Mobile applications• Learning Management Systems• Ecommerce Receipts

• Contextual Content• Retargeting – practice of reaching customers with targeted ads after

they’ve visited your website• Tagging

Value to Your Own Programs• Leveraging Banner Ads to promote your own

programs ensures:• Ability to get in front of prospects / leads who don’t

know your organization• Make impression on prospects (not always about CTRs)• Creating awareness of your brand / program to people

who don’t exist in your database

Quick Scenario – What Can You Do?Pop up / Break-In Item on Your Marketing Calendar:• Special Panel Discussion Scheduled at Annual Event• Too late to include in printed materials• Conference website too difficult to modify, unsure if

registered attendees will see information since they are already registered• What Programs / Channels Should You Use?

Potential ChannelsWebsite / Social Media / EmailTraditional Approach OR Digital Banner Ad Approach• Results in generic exposure vs targeted exposure

Shift in Metrics to Evaluate Success• Impressions• Click-thrus

• Impressions• Click-thrus• Demographics• Heat / Click Maps• Top Performing

Channels

Identify Your Key Metrics per Program & Your Goals

• Social Media• Facebook• Twitter• LinkedIn

• Website• Unique page views• Click thrus

• Emails• Open rates• Click thrus

• Blogs• Top performing posts• Impressions/Visibility (aka blog

views)• Click thrus

• Blog Notification Emails• Open rates (aka impressions)• Click thrus (aka conversions)

• Landing Pages• Unique page views• Form Submissions

Tracking CTRs

Clickmaps

Key MetricsDepends on your program goals:• Awareness

Impressions (website page visits, email open rates, social media likes or views)

• Conversion Click Thrus (landing page views, email click throughs,

social media shares or comments) Form Submissions

How to Collect Key Metrics• Social Media – Native or Other App

• Facebook• Twitter• LinkedIn

• Website – Google Analytics• Unique page views• Click thrus

• Emails – Email Program• Open rates• Click thrus

• Blogs – CMS/ Google Analytics• Top performing posts• Impressions/Visibility (aka blog views)• Click thrus

• Blog Notification Emails• Open rates (aka impressions)• Click thrus (aka conversions)

• Landing Pages – CMS / Google Analytics• Unique page views• Form Submissions (aka conversions)

How to Interpret• Social Media – Awareness

• Facebook• Twitter• LinkedIn

• Website• Unique page views - Awareness• Click thrus - Conversion

• Emails• Open rates - Awareness• Click thrus - Conversion

• Blogs• Top performing posts - Awareness• Impressions/Visibility - Awareness• Click thrus - Conversion

• Blog Notification Emails• Open rates - Awareness• Click thrus - Conversion

• Landing Pages• Unique page views - Awareness• Form Submissions - Conversion

Recap - Leverage Your Programs• Be effective in placement of ads that promote your programs across

all channels:• Emails• Blog Notification Emails• Website• Social Media• Ecommerce Receipts

• Leverage data and target your ads• Segmentation• Tagging