Advertising

This is a great article from Adweek on the use and value of analytics to measure and evaluate campaign effectiveness. It’s poignant to show how analytics can be used to set benchmarks and measure against predefined goals but not to drive all marketing decisions.

At BDX we’re continually monitoring our most effective display campaigns, measuring consumer engagement, frequency and messaging strategies to drive the most value for our advertisers.  As a result, we’ve seen a continual lift in our sites effective CTR and have helped many advertisers reduce their eCPC and drive meaningful traffic back to their site.  Unfortunately, we only have insight into one side of the story. What the consumer does beyond the click is left to the trusted hands of the builders’ marketing team.

Working with a national builder, I was alarmed when I saw a drop in click traffic when a new campaign was launched. But after talking with the builder they showed a greater lift in back-end action and stronger lead conversion.  The banner and analytics justified their assumptions and didn’t just direct their marketing decisions.

We’re always looking for new ways to improve campaign performance and are happy to work with builders for A/B testing and creative review. Have you run a campaign where analytics provided insight that you would have never considered?

For more information about Display Marketing Strategies contact Thane Tennison, Advertising Manager for the BDX.

Many Homebuilders who advertise on NewHomeSource see a click-through rate (CTR) 5X to 10X the industry average for display advertising. Learn common characteristics of the best performing campaigns and get new ideas on how to use banners to further your marketing goals. For a review of your current banner campaigns contact Thane Tennison, Ad Ops Manager for NewHomeSource.

Online Advertising for Home Builders

In my role I work with hundreds of builders and agencies each month to manage and optimize their display campaigns across NewHomeSource.com and our network of websites.

I’ve seen all types of creative and promotional offers from builders big and small. Some Advertisers are very savvy, carefully scrutinizing performance by position, time of day, cycle of the moon, etc. Others understand the need to advertise on the most highly targeted and qualified new home listing website but fall short in their tracking and analytics.

One easy way to add tracking capabilities is to append your click thru URL with a tracking token that will allow you to measure the consumer action after the click. This is a vital and simple step to understanding the full value of your advertising dollars. Appending the click thru URL allows builders to isolate their display campaign on NewHomeSource.com and see how it compares to other marketing efforts. Important questions such as bounce rate, time on site, number of page views and of course leads can all be measured with a tracking URL.

Tracking and managing campaigns isn’t just important to Display Ads on NewHomeSource.com, but is also essential to successfully managing all types of online marketing ranging from Paid Search to Email campaigns. Unlike traditional media like billboards and radio, tracking allows markets to qualify their results and optimize against business goals. As a result you may find that one campaign with a high Click Thru Rate (CTR) also has a high bounce rate, while others at a more expensive rate or lower volume consistently deliver qualified consumers who are more likely to purchase a home.

Within our own marketing efforts we’re always working to optimize cost against quality to ensure that the consumers who visit NewHomeSource.com are highly qualified and will drive significant value to our builders. Creative positioning, landing pages, and other factors are important but can’t be fully understood without a proper system of analytics in place.

For questions about targeting or online creative strategies contact Thane Tennison, Advertising Manager for the BDX.