There’s a lot of debate in the marketplace on whether banner ads work for businesses or are they a waste of money? Before I get into whether they work for auto repair and tire shops, I want to first share what a banner ad is (in case some of you are unfamiliar with this type of marketing). What is a banner ad? Banner ad is a form of advertising on the Internet that is delivered by an ad server. The ad is shown on websites where space has been allocated for advertising. Purpose of banner advertising Banner ads are intended to build brand awareness and direct traffic to the advertisers website. Here’s an example of a Banner ad: I’m sure that you are aware that according to research conducted by many reputable organizations, a consumer needs to see or hear about an unfamiliar company at least 7 times before they will remember them. If someone moves to the area and searches for “Tire Shop in your city and state” they may visit your tire shop’s website but they are also likely to compare other local tire shop website’s as well. So how can you remind a potential customer about your tire shop after they leave your website? The short answer is Banner Ads! Why Consider Banner Ads? There are many reasons to consider banner advertising as opposed to other channels of marketing:
- They can be highly targeted (You can target users by geography and even only advertise to those who have already visited your website at least once)
- Frequency – banner ads allow you to reach a user at a much greater frequency than other marketing channels (you could show your ad as many as 10-15 times a day to a user. We don’t recommend that high a frequency but you do have that ability)
- They are MUCH cheaper than traditional forms of marketing such as Direct Mail, TV, etc. Banner ads are normally priced by CPM (cost per thousand) and you may pay about $5-$10 per CPM. So, let’s say you limit your frequency of showing your ad to each user at 5 per day. Basically, that means that for about $5-$10 per day, you could show your ad to as many as 200 users each day! What’d it cost you to do the same through a channel like direct mail?
- Site Retargeting: This is where the ad is only shown to users who have visited a specific page of your website. This strategy allows you to remind those who have become aware of you that you still exist.
- Search Retargeting: This type of advertising is used to target users who may be in the market for a product or service that you sell but they have not visited your website yet. For example, a user searches for “tire shops that sell Goodyear tires near me” on Google. They may be shown several shops in their local area. This person has shown intent that they are looking to buy Goodyear tires. So, you may target them through search retargeting and show them a banner that mentions Goodyear tire and that your shop carries them. Since your banner is very topic relevant, there’s a higher chance that the user will notice your banner and may even click it to learn more about what your shop has to offer.
- Behavior Retargeting: This type of banner advertising is a bit more complex and strategic in nature. Let me give you another example. Consider a user that keeps visiting dealer sites, blogs and forums for Chevrolet, Ford and Mazda. This behavior indicates that this user may be in the market for a new car and is researching the best options for him/her. Based on this assumption, a dealer can target this user with their banners in hopes to catching their eye and swaying them towards their business.