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Guess What? Customers Really DO Respond to Online Ads

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A Guest Post by
Diana Pohly

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If you’ve been getting new customers by running online ads, here’s some good news for you. New research from Google (http://www.youtube.com/v/Xpay_ckRpIU?hl=en&fs=1) has shown that the online ads you place on websites really do work. In fact, they work better than most people imagined. You can see it in this YouTube video.

For its test, Google saturated specific test market areas with online ads for specific company products, then measured consumers buying in those regions against buying elsewhere. And the ads worked. Here are some highlights:

  • Online ads attract customers and sell more. In the Google study, a national retailer ran online ads in 59 target markets for products in one product category and saw a 2 percent increase in sales in that category, compared to sales in other markets where no ads were run.
  • Online ads create a “halo effect.” Companies that ran online ads achieved an across-the-board increase in spending for a range of products, not only for the products that they advertised online.
  • Online coupons deliver results too. Coupons improved sales 2.5% for the products they promoted and thanks to that “halo effect,” resulted in a 1.6% increase for all product sales.
  • Online advertising offers a significant return on investment. Companies that participated in the test earned as much as a $10.00 return for every dollar they spent advertising online.
  • Offer something that is attractive, desirable, and free in exchange for contact information. For example, let visitors enter their email addresses to get a discount coupon for one of your products, a free sample, a chance to win an iPad, a free yoga lesson in your studio, or a complimentary technology training session from one of your consultants. Be generous! Remember, you may never have a chance to win that customer again.

So let’s say that you are running those online ads and people are visiting your website to either buy or investigate.
How will you make the most of the fact that they are there?

——–
Diana Pohly is with StepbyStepMarketing and she’s happy to offer you high-performing strategy recommended in this free downloadable report

Thanks, Diana!

–ME “Liz” Strauss
Work with Liz on your business!!

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