Tag Archive : Digital Marketing

Banner Blindness: Why Most People Don’t See Your Ads And What You Can Do About It

Digital marketing uses a rich variety of methods to advertise products and services to potential customers. However, the efficiency of these methods is strongly affected by banner blindness. Keep reading to learn what it is and how to overcome it.

If you promote your business online, you probably use a lot of digital ads including banners and pop-ups. But what if I tell you that the majority of people to whom these ads were shown up until now never saw them? They’re simply not noticing such elements, and this situation is widely known as banner blindness.

What is banner blindness?

Banner blindness is a term meaning that internet users ignore banner ads and banner-like information on webpages. It’s also called ad blindness. According to a study conducted back in 2013, 86% of website visitors experience the effects of banner ad blindness.

It can happen consciously or unconsciously and affects not only banner advertising but anything that looks like banners as well.

Why do people develop banner blindness?

It may seem strange that people ignore banners and other ad types, because such elements are made so that anyone could notice them in a moment. Bright colors, large fonts, eye-catching images – designers do their best to create the best banner ads possible.

But despite these efforts, many people stay inattentive to online advertising, and the average click through rate (CTR) of all ads equals 0.05%. It’s because this kind of behavior is learned through experience.

Try visiting any website (with all ad blocking tools turned off) and calculating how many irrelevant blocks there are. According to the market research firm Yankelovich, we used to see about 5,000 messages including ads every day in 2007. As for now, some say the figures have doubled but no official statistics is available.

With so much information around us, we have no choice but to learn how to skip unnecessary and irrelevant elements. Besides, people usually browse the internet in search of specific data and hate to be distracted with commercial information (especially when it’s irrelevant).

Another factor is our own experience with thousands of websites we have visited. Most of them have similar structures and layouts. For example, most people look for a web page’s logo in the top left corner of the screen. But this similarity has taught us where ads are usually placed.

How do you overcome banner blindness?

1. Keep content away from ads

Human mind perceives objects located close to each other as a single group with similar or the same functions. As a result, if a piece of content is placed near ads, this content is seen as another ad and is therefore ignored.

On this web page, there’s a high chance users will look at the top right corner, see the ad and decide that the whole section contains only ads. However, there’s a number of internal links, which site visitors will ignore because they saw the ad first.

So, to avoid this effect, don’t group internal links near ad banners.

2. Reconsider where you put ads

After years of browsing the internet, most people know exactly where typical site elements are located. Often banners are placed at the top of the page or on the right side of the screen.

So, in order to attract site visitors’ attention, you can experiment with non-standard ad placement. For example, it’s a good idea to try placing banners between blog posts.

3. Use native advertisements

Although I did recommend keeping content away from ads, placing an ad inside your content is another story. This method is called native advertising.

Users usually explore content by the F pattern. They read horizontally, then descend and repeat. And that’s where an ad can achieve the highest results – as long as it’s relevant to the content.

Native advertisements are materials that are placed among the content of a site and look like another piece of content. Promoted posts you often see on social media are a good example. The only thing indicating that it’s an ad is the ‘promoted’ tag.

That’s why promoting dropshipping products on social media is so efficient, especially when you use video ads.

4. Make ads less prominent

Another reason why native ads cause banner blindness less often than typical banners is because such ads often look similar or identical to other content pieces on the site.

When marketers started using the internet for advertising, they believed that an ad should look bright and eye-catching. Well, technically they were right. This is the first ever banner ad:

It’s click-through rate was 44% which is absolutely unbelievable nowadays. Back then, the idea was new and people were curious. But as more and more sites began to show unrelated banner ads, visitors learned to distinguish them from actual content.

As a result, if an ad has a prominent design which makes it very different from the rest of the site, there’s a high chance visitors won’t even look at it. That’s why it’s a good idea to conceal an ad as a part of the content by using similar style, the same colors, fonts, etc.

5. Experiment with sizes, colors and formats

The first banner was a success because of its novelty, which means ads won’t provoke banner blindness if you can make them non-standard. To do it, experiment with different ad formats, or use nontypical sizes, or use unexpected images, etc.

It’s really hard to give any advice here since the whole point is to create something truly unique.

6. Indicate benefits

Even if users do notice your banner, there’s no guarantee they’ll click on it. There could be many reasons why including the fact that a given banner is unrelated to the content of the page. But there’s something all bad banners have in common – they don’t tell people about the benefits of clicking.

Marketers differentiate features of a product and the benefits of using it. In short, features are what a product can do. Benefits are what buyers get from it.

The difference is huge as customers only think of benefits. And if you want them to click on an ad, make sure to promise them certain benefits rather than proudly describe how cool your product is.

7. Test options

Finally, make sure to use A/B tests on all options you have, be it banners’ location, formats, colors or anything else. You never know what will work better because it depends on your target audience and their expectations, your content and many other factors.

If you’re looking for an all-in-one solution for dropshipping business that helps you overcome the effects of banner blindness, AliDropship plugin is just what you need. Creating a store on its basis, you can enjoy a whole range of dropshipping themes specifically developed to make your store visitors excited with their on-site experience, and plenty of supporting solutions.

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Traditional Marketing VS Digital Marketing: The Differences You Must Know

Lots of seasoned entrepreneurs know a thing or two about how to promote products to people and turn them into customers. But if you’re going online, you’ll have to use digital marketing which is sometimes quite different from the traditional approach. In this article, we will compare traditional marketing vs digital marketing.

Are you moving your business to the internet? Or have you decided to launch an online store? In any case, in order to reach potential customers, you will have to implement various digital marketing methods.

If this isn’t your first business experience, you may know how traditional marketing works. However, the rules are somewhat different on the web. But before moving on to these differences, let’s define what we mean by traditional and digital marketing.

What is traditional marketing?

Traditional marketing involves conventional promotion channels and methods such as TV and radio commercials as well as various physical forms of advertising – billboards, flyers, brochures, magazines, newspapers, etc. In simple terms, one can define traditional marketing as offline promotion.

These methods are still widely used by all businesses. We see such ads when walking the street, when watching TV, seeing a print ad or when reading magazines.

What is digital marketing?

Digital marketing uses the internet as its only communication channel. Digital ads are mostly placed on websites and on social media. This form of marketing involves banners, pop-ups, emails, sponsored posts, etc. You could call it online marketing.

Although digital marketing and traditional methods use different channels, their basics are mostly the same. Moreover, offline businesses often combine these approaches in their marketing campaigns.

Still, digital marketing has a number of important differences compared to traditional marketing.

Traditional marketing vs digital marketing: things you should know about

1. Digital marketing is less personal

Not all but some methods of traditional marketing include personal interaction. Consulting a potential customer in a store, or cold calls, even distributing flyers allows people to communicate with customers directly.

In digital marketing, it’s impossible – unless you convince a person to give you his or her phone number and then call. But in this case, it’ll be a traditional marketing method.

The only ways to communicate with potential clients in digital market is through emails, messages and chats. Although it’s still a form of communication which can and does work most of the time, the lack of personal experience is a disadvantage.

On the other hand, newsletters can reach a far larger audience than cold calls, for example. Furthermore, marketers develop and use various personalization methods as well.

2. It’s more intrusive

Whatever channel you use to reach your potential customers, they might view these messages as excessive or invasive. But if you compare traditional marketing vs digital marketing, you’ll see that the latter can be much more frustrating.

When you watch TV, you sort of expect to see a number of commercials. When you get a phone call from a bank, you already know what they want. It can be annoying, but in most cases, people are prepared for it.

But when you scroll a website reading an interesting article and a pop-up covers the whole screen, you don’t always anticipate this marketing move. Or when a targeted ad follows you the whole day and offers you something you’ve already purchased, you might start feeling it’s a bit too much. This is why online marketers need to be so careful about their promo decisions.

3. Digital ads can be skipped

You can’t skip TV or radio commercials as well as miss a billboard when driving a highway. Of course, you don’t have to look at the billboard, but it’s still there.

On the other hand, certain digital ads can be skipped or shut down – pop-ups, video ads, banners. Yes, there are technologies that don’t let you do it: for example, ads on YouTube can be skipped only 5 seconds after they start and there are ads which you can’t skip at all.

However, such tricks made a lot of people use various ad blockers which remove all or most ads from websites completely. According to Statista, more than 25% of internet users in the United States used ad blockers in 2019.

In other words, in digital marketing, one must be more cautious about how to make an offer so irresistible that potential buyers don’t want to skip it.

4. Some digital ads are easy to overlook

Another popular problem for any digital marketer is banner blindness. Even if people don’t use ad blocking tools, 86% of internet users simply don’t see banners, don’t notice them at all.

You could say that we don’t really stare at billboards either, but there’s an important difference. On the streets, you just walk somewhere and your mind is usually not busy with anything except thoughts on what you’re going to have for dinner.

So, when you see a billboard, you might as well take a look.

But people usually visit websites in order to find information, instructions, guides, statistics, etc. They have a clear goal and don’t want any distractions. With time, we all got used to banners and ads, so now our minds simply ignore these elements like a background noise.

Therefore, if you compare traditional marketing vs digital marketing, catching users’ attention is much more difficult in digital. On the other hand, thanks to much larger audiences, even low click-through rates can result in lots of sales.

5. Users can respond

A person who didn’t like a TV commercial usually has to bear with it. When you see an annoying ad in a magazine, you usually keep it so yourself. But on the internet, there are many ways to express your opinion.

For example, in social media marketing and content marketing, potential buyers can and do write comments right away after “consuming” the materials.

The internet provides marketers with a 2-way communication channel, but it’s also a double-edged sword. I’m not saying customers never complain offline. It’s just that the internet provides easier tools to complain. And everyone including other users can see the complaints unless you learn how to deal with angry customers.

Despite all these challenges, digital marketing has a number of important advantages over traditional advertising methods which makes even offline companies implement it in their promotion strategies.

What are the benefits of digital marketing?

  • Perfect for online businesses

Digital marketing is a reasonable and logical way to target customers of ecommerce businesses. Even though you don’t have to limit yourself to these methods only (check this awesome dropshipping success story as a reference), you’d obviously use internet to drive users to an online store 🙂

  • More time-saving in comparison to traditional marketing

To arrange your ad placement in a posh beauty magazine or on a popular TV channel, you need to start planning months prior to your campaign, and spend weeks on the promo materials production. At the same time, a high-quality digital banner can be made in 2-3 working days while a catchy video ad for Facebook and Instagram can be created within just 5-10 working days. The difference is obvious, and the best part is, you don’t even have to buy ad space in advance!

  • Larger audience

Traditional marketing efforts can be aimed at a local audience only. For instance, only locals can see a billboard. Of course certain types of marketing methods can affect much more people at once – for example, TV commercials during international sports events.

Digital ads, however, are available to all people on the planet as long as they understand the language. That’s why, for example, launching and promoting an international dropshipping business is perfectly manageable – and even quite easy.

  • Lower costs

Another advantage of digital marketing is its relatively low costs and your flexibility in planning them. Check out this in-depth article on planning your marketing budget to see our point!

  • Trackable results

Finally, it is easier to measure the results of your efforts compared to traditional marketing methods. In SMM and email marketing, PPC and other digital methods, one can see results almost immediately while in traditional marketing, it takes days and weeks.

When comparing traditional marketing vs digital marketing, you must remember that you don’t have to choose between the two. Many companies combine these approaches to achieve maximum results. And even if you are a newcomer to digital marketing and have little experience, you can always count on our professional assistance

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This Is How You Can Profit From A PPE Facebook Campaign

AliDropship team uses page post engagement ads in promoting our self-owned dropshipping stores. It could seem strange since such campaigns usually don’t lead to purchases. In this article, I’ll explain the purpose of using PPE Facebook campaigns.

In one of our previous articles, we described how to search and test Facebook interests. You might have noticed that our first step was creating and running a PPE campaign. However, such campaigns usually result in no sales, so you may wonder why create something that brings no profit.

Actually there’s a number of reasons why AliDropship team uses PPE ads on Facebook in their strategy. But before that, let’s find out what this is all about.

What is a PPE Facebook campaign?

PPE stands for Page Post Engagement. It’s a type of Facebook advertising campaigns aimed at stimulating the engagement rate of a given post as opposed to other typical objectives such as funneling traffic to a website or increasing the conversion rate, etc. The purpose of Page Post Engagement campaigns is to stimulate interactions with a given post such as likes, views, comments, shares and clicks.

By launching a PPE Facebook campaign, a business account owner makes a post popular in social media terms, so to speak. It’s not just about showing the post to more users but also about stimulating activity around it.

How we create PPE Facebook campaigns

Before going to Facebook business account, our team creates materials for future posts. As practice shows, video ads work best, but picture and photo posts can do well too. The team creates not just one but many videos (about 30 seconds long) with different content.

After that, we publish the videos on the Facebook page of a given dropshipping store. Such posts differ from each other: they have different content, or different video thumbnails, or different call to action buttons, or ad texts. The point is we’re not going to use all of them, but I’ll get to it later.

Now, the team launches a Page Post Engagement campaign by choosing to promote existing posts (the videos we published before). This part is important: you don’t want to boost new posts each time you launch a campaign.

We create one ad set per one video post and set the daily budget to $5-15. As a rule, the more you spend the faster you get the results. Depending on how the ad sets perform, the budget can be raised or lowered or you can completely shut down an ad set if it brings no results.

As the campaign keeps running, it generates engagement actions (likes, shares, view, etc.). But as a rule, it doesn’t convert users into buyers (with rare exception). Now it’s time to talk about why we always use Page Post Engagement campaigns.

Why you should use PPE campaigns

1. To test products and creatives

Launching a PPE Facebook campaign which boosts several posts at once allows you to test them. That’s why you want to make more than one creatives with different elements. After a while, you will see how they perform or even will be able to tell what exactly is wrong with them.

For example, this ad set on the screenshot was shut off because its CPC was much higher than that of the other sets and its average play time was only seven seconds. This ad cost us too much and wasn’t really interesting to users, so the team decided it wasn’t worth keeping it active.

After the first few days of testing, you can pick the most efficient ads which you will use in other campaigns aimed at converting users into buyers.

Moreover, based on how a PPE ad on Facebook performs, one can tell whether there’s demand for a given product.

The thing is, Facebook tries to show PPE ads to its most active users, people who statistically like, comment and share more often than others. So, if even such people show no interest in a post, it means you shouldn’t expect much interest from potential buyers.

But if a PPE campaign generates a couple of sales (which is extremely rare), you can be pretty sure the product has potential.

Of course, one can test a product by trying to sell it from the very beginning. But the cost of conversion of campaigns aimed at broad and untested audiences can be really high. So, if the experiment fails, it’ll cost you much more than a failed Page Post Engagement campaign.

2. To collect data for other campaigns

Beside testing products and promotion materials, PPE campaigns are also used to find the most interested Facebook target audiences by using the demographic data collected during the tests.

Moreover, after we launch a conversion campaign, we do not stop the PPE campaign – at least the most successful ad sets. We simply lower the daily budgets to $5 but never turn it off. Instead, the campaign keeps running and collecting even more data which we can use to adjust our targeting settings.

There are two more reasons to keep PPE campaigns running.

3. To increase users’ trust

As I already mentioned, PPE ads on Facebook generate engagement. As a result, the posts get hundreds and thousands of views, comments, shares and likes.

Later, when we use the same posts in conversion campaigns, potential customers see video ads with a high level of engagement. The more likes a post has the more the chances that people will take a look.

Compare these two posts. Which one would you click on?

4. To make conversion campaigns cheaper

Have you ever thought why certain ads on Facebook cost less than others to advertisers? Facebook’s algorithms don’t just show ads to people for money. The system handles them as pieces of content. If people don’t like them (don’t interact with them), Facebook shows them to less people. And when it does, it asks for more money, so to speak.

But if the audience enjoys the content, Facebook tends to show it to more users, the ad posts tend to win bids more often and the cost of promotion goes down.

Moreover, the more people interact with a post the more data Facebook collects, which allows it to target better. As a result, it promotes a post with a high level of engagement more efficiently than a completely new ad with zero interactions.

The benefits of PPE Facebook campaigns: conclusion

PPE campaigns are great for getting started with a new product. It may seem like a waste of money, but it’s not. By spending a couple of bucks, you can test the product and promotion materials. Without this phase, you risk wasting much more money on campaigns that failed.

Besides, by keeping PPE ads running, you make conversion campaigns more efficient and even cheaper.

All this testing allows AliDropship’s team to select the best possible products, marketing materials and audiences. The products then go to the catalogs of our Premium Stores – exact copies of our most successful self-owned websites. As for video ads and banners, you can have them too by purchasing marketing packages along with one of the Premium Stores.

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