Remember back in the day when “There’s no such thing as bad publicity” was considered to be true for brands, not just celebrities trying to avoid falling out of celebrity-hood? That isn’t the case anymore, especially when it comes to your advertising, as a Swoop survey of anonymous Internet users found that uninteresting advertising is likely to hurt your brand.
Hi Internet users, it’s the advertising tech industry. Please put down that crowbar, I swear, I just want to talk.
In the world of personal finance, there are two kinds of people (very broadly speaking): those who are proactive about their finances and those who are reactive. Although it might be more apt to say that there are two kinds of events affecting people’s finances, those that require proactive planning, and those that necessitate a quick and decisive reaction.
The Wall Street Journal today ran a very interesting story on mobile advertising - pointing out, effectively, that while mobile readers are surging, mobile ad revenues are not. They pointed to statistics from the New York Times - where, according to the article, “more than half of visits… come from smartphones and tablets… account(ing) for just 15% of the company’s digital-ad revenue.”
The advertising industry has a history of being hated, at one point having a worse reputation than the United States Congress, and frankly, we’ve brought it on ourselves. Over the years, digital advertisers have reacted to the Internet’s explosion and subsequent rise in ad blindness by “pioneering” such invasive techniques as pop-ups, pop-unders, interstitials, Flash ads, ads disguised as on-page buttons, and a general gameplan of tricking or annoying users into consuming advertisements.
Yes, Virginia, there are highly-converting mobile customers, and if you’re having trouble with mobile traffic - maybe because you don’t have a mobile landing page, maybe because your mobile ads are generating false clicks, or maybe because you’re just not advertising to mobile users - you’re missing out on some excellent, highly-converting traffic. Hopefully, your competitors aren’t swooping in and picking it up.
So you want to advertise against a competitor’s branded keywords, eh? Good luck, and I hope you have seriously deep pockets and a ton of patience, because getting your brand conquesting ads up on the search engine results page (SERP) is going to be very hard, and even harder to make them generate traffic and conversions.
This past week Google made some fairly large updates to the way they handle mobile advertising, citing studies pointing out a 50% “accidental-click” rate on mobile as their reason. As of June 25th, Google’s mobile ads have a few new features designed to avoid users fat-fingering them:
Topics: mobile advertising
Publishers who want to monetize their traffic with advertising have plenty of role models - the New York Times, Huffington Post, TechCrunch and a variety of other media outlets have proven to be very savvy about integrating advertising and content in a way that earns money without turning away readers. But often the best example of how to do this is overlooked - the search engine results page (SERP).
Topics: content monetization
Swoop Search Trends are drawn from the Swoop Network of over 100 million unique visitors and over 1 billion monthly page views. The Swoop Search Engine turns these user visits into over 20 billion monthly search queries, showing what users are actually engaged with in content vs. Google Trends, which relies on the mere expression of potential interest.
Our latest report uncovers ingredient trends in our network during Thanksgiving and Christmas. Check it out here!