http://marketing-has-changed.com/which-approach-to-improving-roi-of-online-ads-works-best/ Musings to help marketing leader prosper in a digital age Fri, 09 Dec 2011 21:58:23 +0000 hourly 1 http://wordpress.org/?v=3.2.1 http://marketing-has-changed.com/which-approach-to-improving-roi-of-online-ads-works-best/comment-page-1/#comment-65 Josiah Sternfeld Sun, 29 Mar 2009 04:13:40 +0000 http://marketing-has-changed.com/?p=373#comment-65 No question this is one of the highest ROI forms of media available. We've had tremendous success recommending it for our clients. However, the one thing that always bothers me a bit is that because the user has already been to the site, the media is "advantaged" in terms of ROI performance in comparison to true acquisition forms of media. I've always thought we should bucket it different from other online display placements, but haven't come up with natural way to do it yet. The other issue I've seen is that using view-through or post-impression data with re-targeting campaigns can significantly overstate its true performance. Definitely something to consider if you haven't run a campaign before. No question this is one of the highest ROI forms of media available. We’ve had tremendous success recommending it for our clients. However, the one thing that always bothers me a bit is that because the user has already been to the site, the media is “advantaged” in terms of ROI performance in comparison to true acquisition forms of media. I’ve always thought we should bucket it different from other online display placements, but haven’t come up with natural way to do it yet. The other issue I’ve seen is that using view-through or post-impression data with re-targeting campaigns can significantly overstate its true performance. Definitely something to consider if you haven’t run a campaign before.

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