Click me baby one more time
Advertisements are everywhere we turn—our email, every website we visit—and are in every form possible, banner ads, display ads, and text ads. But which of these are the most effective? Thanks to a recent study from Hanapin Marketing , we now know which advertisement options are the best and worst based on pay-per-click (PPC).
And the winner is…
The most effective PPC channel of all are Text ads, with 86 percent of respondents saying text ads have been an effective marketing channel for their business. Since text ads have little visual content, more can be displayed in a unit compared to display ads, which typically only showcase one advertisement.
Retargeting ads ranks second on the list of most effective PPC Channels according to 65 percent of businesses that were researched. These are shown when people visit your website or use your mobile app and don’t buy anything, but browse other websites with ad space. This method allows businesses to reach people when they’re most likely to buy.
Mobile ads rank third with 56 percent effectiveness, which makes sense with how often we use cell phones for everyday use. Social ads are next with 42 percent effectiveness, and shopping is fifth with 31 percent.
Last and least—effective, that is
The most surprising statistic though is that businesses say display ads have proven to be the least effective of PPC Channels. This is unexpected because image ads are typically catchy and have the ability to attract a visitor’s attention more than a basic text add would. Image ads however, typically pay less per click and contain only one ad per unit, which may be a reason for its unpopularity among businesses.
If you have been relying on display ads but aren’t seeing the clicks you’d like, it’s time to change advertisement channels. Use instead the higher-ranking text ads, remarketing ads, mobile ads, or whichever is most feasible with your current business plan and available resources. We suggest using a mixture of each to cater to diverse markets.