Timing Your Banner Ad Campaigns
March 6, 2012 | Posted by PRO U | Tags: Marketing, Online Advertising | No Comments
There is no “best time” to run a banner ad to support your marketing efforts.
Instead, think of a website as a “place” someone visits — not unlike a favorite shop or meeting spot. Timing for advertising will vary by website and by which page of a website you advertise on. It has a lot to do with content and regular flow.
Ads have to be in the problem-solution space for time and day to matter. For example, if someone’s actively searching for a solution because they don’t like their job or they’re trying to find an additional source of income, Mondays and Tuesdays are good days for that. People have been through the weekend. It’s Monday morning. They’ve got to go back to the grind and they’re focused on solving that problem. Sometimes the desire for change happens as early as Sunday night.
Search times go back to our intentions and our relevance. They relate to the query. They relate to the nature of the problem. It’s always going to relate to what’s really going on in someone’s mind. The more you can tune into the conversation in someone’s mind, the more you’re going to have success.
If you run a banner campaign for seven days, first of all, run it for seven days and gauge the performance across all days, all seven days. Then start to look to see if response rates are higher at certain times because each website is going to fluctuate.
Focus more on the banner site, what the content was and what page the ad was showing up on than time frames. Content and time-on-page are more important in a banner campaign than other aspects. What is the content on the page? How long is someone going to spend on this page?
Many times you’re going to be paying for impressions, which is a kind of bummer and you’ve got to make sure someone’s going to be there long enough to see your ad once it loads. You really need to look at it insightfully.
Look at the audience and why they’re there and the reason they’re there, but if you’re tapping into the problem-solution space of where to find a different income solution, these people always get more response early in the week. By Friday, they’re forgetting about their problems a little bit. But Monday people are pretty dialed into the fact that they have a problem, so it’s always a good time to meet them with a relevant ad.