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Building Your National Brand With Banner Advertising
With the current state of the economy, maintaining a strong brand presence is more important than ever. Online media buying (a.k.a. banner advertising) is a great way for a franchise business to stay in front of their core audience.
From experience, TruePresence can attest that this form of advertising is not going to generate leads from people looking to buy into your franchise system, nor is it a measurable way to generate leads or foot traffic for local franchise locations. There are better ways to generate leads online, which we’ll discuss in future blog posts.
But, if building a national brand is your goal, banner advertising is a highly effective tool for franchise systems.
To get started, you must develop a campaign goal and determine the metrics you will use to judge its success. Common measurements include:
CTR (Click through Rate) – this is the number of times your ad was displayed on a user’s screen before a click was generated.
CPA (Cost Per Acquisition) – this is the running cost of the campaign divided by the number of people that perform the desired action on your landing page.
The next step is to develop a vibrant advertisement (creative) and corresponding landing page (the page in your website where the user “lands” when they click on your ad). Don’t presume that you should direct users who click on your ad directly to your home page. Online, advertising is most effective when landing page is a logical extension of the message in the banner ad. Ideally, the landing page will incite a visitor to respond in some way.
Example Banner Advertisement
Once you have established your goals and creative, it is time to research where your target audience is spending their time on the web. Ad networks can target users based on standard demographics like gender, age, etc. Each ad network offers different advantages, and it may take some testing to find one that works for your business. If your brand is niche enough, you may forgo advertising on a network and work with a select group of individual websites that sell ad space, although this can be much more time consuming.
Finally, you must negotiate CPM (cost-per-thousand impressions) pricing – which is a fine art. Generally speaking, you could pay anywhere between a $2 – $5 CPM for run-of-network inventory to as much as $20 CPM for premium ad space that runs on a website very targeted to a particular audience (WebMD for example). Other contract issues to negotiate include out-clauses, lost frequency discount clauses, and frequency caps.
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