Display ad click-through rate is not the only metric that matters; relevancy, audience age, gender, income, and remarketing timing all drive purchases even without a direct ad click.
display ads are 39% more likely to influence web users when they are researching a potential purchase versus when they have no intent to buy
To be successful, advertisers need to ensure their ads are providing value to online web users, to be noticed, remembered, and engaged with, relevancy of the ad is key. Serving relevant ads that are related to a searcher’s current need or want are far more likely to capture attention than a "one-size-fits-all" approach. Learn more about Online Display Ads with Chris and Charles!
According to the article discussed in this episode, seeing an ad can trigger research, phone calls, walk-in visits, newsletter sign-ups, or social follows without a click ever happening. The ad is still noticed and remembered, and 53% of people said they were likely to search online for a product after seeing an ad.
You should enable remarketing before running display campaigns so you can build an audience list of people who already visited your product pages. The episode explains that display ads are 39% more likely to influence users who are already researching a purchase, making remarketing the highest-value moment to show your ads.
The episode covers stats showing 18 to 25-year-olds are most likely to be influenced by online advertising early in the buying cycle, while adults ages 26 to 54 are 12% more likely than the prior generation to purchase as a result of seeing an ad at later buying stages.
The episode argues against offering discounts unless the user is about to abandon a checkout page or has already bounced and you can identify them for follow-up. If an ad is irrelevant to the searcher's needs, a coupon will have no impact, so relevancy matters more than discounting.
this ad may not be clicked on. But that doesn't mean that it was not noticed and remembered.
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clicks on ads are not the only actions taken after seeing the ad.
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discounts don't influence people if they aren't relevant
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Full transcript is being added.
Matthew Bertram is an AI keynote speaker, creator of DIG™ (Digital Information Governance), and owner and CEO of EWR Digital. He helps energy and industrial leaders win visibility in AI search (GEO and AEO), is President of ModalPoint and CMO of the Oil & Gas Global Network, hosts The Best SEO Podcast, and has authored eight books including LLM Visibility. More about Matthew Bertram.
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