If you’re trying to reach new leads or retarget non-converters who’ve been on your website, display advertising and PPC marketing are an effective way of getting in front of them when they’re searching for other things online.
The problem with display ads – and content marketing in general – is that because there’s so much of it, it can be hard to stand out from the crowd and not have your ads seen as annoying spam.
Did you know that the average website conversion rate for most industries is only around 2-5%?
That means around 97% of visitors will simply leave your site without taking any further action.
Have you ever seen those ads in the local paper that go something like:
“For sale, kitchen chair, 3 years old, slightly scuffed but otherwise perfect condition.”
That’s the original text advert.
Did you know that 61% of customers switched brands at least once in the last year?
The majority didn’t even dislike the brand they left.
If you’re running paid ad campaigns in your content marketing, one of the key aspects is making sure your ads appear in searches you want them to appear in, but not in searches that won’t drive conversions.
This is where understanding keyword match types can be useful.
