Campaign Monitor Banner Ad Case Study

Here’s a great post from Campaign Monitor providing details on a recent banner ad advertising campaign they ran: Promoting your product or service with banner ads – is it worth it?

You don’t find many case studies of banner ad campaigns so the level of detail and transparency are valuable and refreshing. Thanks, David and the Campaign Monitor team!

And the comments are well worth reading as well as readers chime in with additional questions and suggestions.

From my experience they’ve taken the first step to really creating effective advertising that delivers a stream of new customers. Next up, here’s what I’d suggest:

1. More ad creative and more detail on the distribution of that ad creative so a tighter correlation can be made between the ad creative performance and the context where it appears.
2. Faster iteration and experimentation with ad creative. Think of this as ‘tempo.’ The faster your tempo the faster you can learn and the more you can learn and the better your performance will be. Impressions are cheap! Waste them and learn.
3. A much tighter focus on A-B and split variable testing to figure out what landing page elements work. Google Optimizer works well for this purpose and ties in with Analytics.
4. Linking up the ad campaigns with conversions to paying customers.
5. Tracking average revenue per user (ARPU) back to the customer acquisition source.

Of course, in order to act on those first 2 suggestions you have to know a fast, effective and valuable way to get lots of ads created.

Sound familiar?

It should. It’s what works.

Can it work for you? Ask us and find out.

As we’ve said before, Why are you still buying advertising creative as if the world hasn’t changed?

Disclosure: we use Campaign Monitor to deliver the much-loved AdHack Roundup email newsletter. So we like them a lot and want to see them do well.

Tags:
A-B testing, ad campaigns, ad creative, ad testing, Advertising, ARPU, banner ads, Campaign Monitor, case studies, email, landing pages

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