How Call to Action Advertising Provides Targeted Traffic and Lead Generation Help


Call to action advertising professionals are transitioning away from old-school concepts of a single “big idea” supported by large up-front investment in in-person focus groups and creative concept development.

Today, a more flexible approach to creative online advertising and lead generation uses fractional ideas that may be iterated and repurposed across various media for different audiences. This mash-up method decomposes the creative into discrete elements and reassembles those elements on the fly. A similarly nimble philosophy applies to your inbound marketing plan and strategy, as well. Ad professionals are embracing web- based testing and real-world research to assess how messages resonate by audience segments to drive iterative strategic development and tactical execution. The greater agility in strategic and creative direction is ideally suited to granularly targeted display advertising and optimal placement across sites.

Richer Individual Profile and Audience Segmentation

The vanguard of online display advertising uses advanced technology to capture and evolve user data, based on site visits, activities, conversions, and registration information that users have supplied to advertisers. These data management capabilities are allowing advertisers to grow beyond relatively simplistic segmentation by demographic and geographic characteristics to create “segment of ones” based on individual user attributes.

Online advertisers are leveraging these deeper insights to customize the fractional elements of campaigns-copy writing, imagery, color, offer type, page placement, call to action buttons, and other considerations. The insights are also invaluable to determining optimal ad placement for audience segments by media type, i.e., major portals, press releases, social media networking web sites, blogs, and sites focused on entertainment, sports, technology, and more.

Incisive Analytics and Reporting

Leaders are maturing beyond basic measurement of impressions and clicks for call to action display advertising. Some have developed A/B testing frameworks to test display ad efficacy by comparing web site visits and conversions between two audiences-one exposed to a certain set of display ads, and the other not. Other organizations are implementing impression-based tracking technology designed to enable advertisers to relate a viewed but, un-clicked display ad against subsequent user visits to the advertiser’s web site, and their activities once there.

In addition, they are using analytics and reporting to more precisely segment and “micro-segment” users for more finely targeted display ad campaigns aimed at casual browsers, shopping cart abandoners, and social media enthusiasts and determine how display ads influence acquisition, persuasion, and conversion.

If you are serious about learning to bring your lead generation techniques to the next level, you owe it to yourself to learn all you can about not only online advertisement, but also inbound marketing management as a whole.

However, if you are a business owner, you need to have a fully integrated lead generation website development system that will have you ranking for your primary keywords at the click of a button, attract and generate “quality” leads, prompt you on where and how to optimize your content all with an all-inclusive email and social media monitoring system. WordPress unfortunately does not do that, even with the best of plugins.

The thing you should do right now is grab a copy of my new eBook How to Write More Effective Ads to stay on top of all the industry strategies that your competitors are more than likely using.

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