hey guys,
if u are media buying a specific site, what is the best way to be able to continuously run a campaign on that site banner wise?
I am finding that banners burn out pretty quickly (non porn)
do u just setup diff angles and keep on rotating banners? or do u make diff banners with same angle?
bc for instance I had an angle that seemed to have burnt out within 3 days or so, and this is a high volume site.... the LPs have the same ctr and conversion rate, but the banner ctr fell a lot making it unprofitable...
Hmm, depends on the site. Does it have a loyal viewer-base that comes back every day, or is it more of a casual traffic site? Or specific SEO?
What would you do for each scenario loyal base vs casual traffic?
In either case, an ad server will likely be the way to go - one that allows creative rotation, frequency capping, impression recycling, dynamic creatives, etc.
If it's a loyal base, you need to rotate what they see frequently. If it's something like a webcomic or forum where people will read many pages every day, I'd rotate several angles and ideally offers at the same time. The good news is that a loyal following is something that you can understand and learn, and over time you can significantly increase your ad performance by zeroing in on precisely what they're likely to be interested in.
If it's a casual traffic base, then I'd be asking more questions about why the banners burn out. If people aren't repeatedly seeing them, there must be another cause.