One way to improve revenue is by narrowing down your advertising’s website category and choosing the right advertising network. Many advertisers go with the big networks because…well, they’re big. But bigger networks aren’t always better and websites with lots of traffic don’t always deliver the quality that you need.
Quantity vs. Quality
Here are a few benefits and drawbacks of the larger networks when compared to more focused advertising networks and website categories:
On large networks, you have lots of customers, but is that always a good thing? Going into a large ad network is like walking into a mall or a large department store. There’s a lot to choose from, but they usually don’t carry specialty, high-quality items. If you want something that lasts, then you’ll probably want to visit a niche store that offers only the best.
In the same way, if you want to advertise a specialty product, a large network may not be well-suited to your needs. A developer, for instance, who is targeting a niche audience of software customers would be better served by advertising on a specialized software advertising network than a network that caters to the masses.
The price is right, but you might be getting what you pay for. Using the same analogy, it is easy to see that quality trumps quality. In a department store, there are lots of low-cost products to choose from, because affordability is what most people are after. But low-cost often yields low quality.
Ad networks can be the same way. You may get better pricing and more traffic from a large network, but the traffic you do get will often be more curious than anything else. To find high quality, high-converting visitors, you need to cull your traffic from the right sources.
So many features and options – that has to be a good thing, right? Some of the broad advertising networks offer extensive options, such as re-engagement ads and remarketing options or extremely detailed demographic information. This can give you an advantage when it comes to targeting, but the question to ask yourself is whether or not these extra features do what you need.
Focusing your advertising on the right websites and the right ad networks – even if they don’t have all the bells and whistles – will often yield better results. There’s no need to use a bulldozer when all you need is a hammer.
How to Choose the Right Ad Space
When deciding which ad network and website category to advertise on, you’ll want to start at the end of your sales funnel: your customer.
Know your customer and you’ll find out where they surf and which ad networks can reach them. Here are two key steps to understanding your customers better:
1. Know your industry. This part is easy. But be as specific as possible. Instead of “video games,” include genre descriptions and age groups, such as, “17+ first-person shooter” and so forth. For more ideas, look at competitors and see where they’re listed in software directories, app stores, and so forth.
2. Profile your customer. Many non-marketers have a hard time with this one. The best way to understand and profile your customer is to find out who they are and what their central problem is. Take a look at the solution your product is solving, then work backwards to discover your customer’s age range, geographic locale, economic status, and what it is they really want from a product such as yours.
These two key factors will help you find the appropriate advertising networks and websites to promote through. While there are many blogs that serve one niche, as you can see from the first point above, an industry can still be rather broad.
“Health,” for example, isn’t an industry, while “fitness and weight loss through a vegan diet” is much more focused. If you advertised on a broad health-based website or simply targeted the keyword “health” in one of the large ad networks, you would be including many prospects who aren’t even close to your target audience. The result would be low conversions and a wasted ad budget.
Once you’ve described your audience and the industry as narrowly as possible, it should be a simple matter to use those keywords to hunt around for websites and ad solutions that serve your industry.
Picking the right advertising and website category only takes a bit of research, but it can make all the difference in the world when it comes to advertising ROI.