Welcome, welcome, welcome everybody to Top Line Live at Five. My name is Brian here at Top Line. And today, we’re going to be talking about digital display ads and we’ve talked about it before but I’ve been getting more questions about it, because this is kind of a hot topic right now and there’s a darn good reason for it to be a hot topic and that is because digital display ads are working better than they have in the past. Now, because I want to make sure that you understand what a digital display ad is and of course why we’re excited about it, what’s going on and I want to cover all those basic details so that if people are talking to you about it, if you’re hearing words like digital display ads, if you’re hearing things like real time bidding and a skyscraper ads, all of these things are basically the same thing and I want to make sure you know what it is and how well it can work in your practice.
Based on kind of what we’ve been seeing just in the last really the last eight months has been a really incredible. I want to tell you why this has been so interesting. It’s because the amount of money that companies are spending on these display ads has now surpassed what they’re spending on search ads. Now, just to clarify, search ads are things like Google ad words. When you are searching for something and you show somebody an ad based on the terms they’re using when they are doing their search. This has been a really interesting change. The expectation of course is that since 2016 we did see the shift that is going to continue and as technology improves, it gets less expensive to run these display ads. You can be more targeted with these display ads and we can get better returns with these display ads.
Now, because I want to make sure you know what a display ad is and the display ad are just what are in the red box. When you go to any major website, you’re going to see these, these banner ads that we call them display ads. Sometimes they move, sometimes they don’t, but you’ll see that these ads pop up all over these major websites and you pay to be there. Now, the difference with the big major players, these huge websites like CNN and business insider, all of these companies, is that you don’t just call them up and say, “Can I put an ad on this page?”. No, you actually have to go through major software and have a whole system set up for where you’re going to be displaying who is your target.
I mean, there are all kinds of things that you can control. So it’s the things that you’re going to see. I’m on websites like this with web MD, trip advisor, a cosmopolitan, Yahoo, espn. All of these places are where we can be placed placing your display. Okay, so that’s what a digital display ad is. I’m going to skip through this a little bit because I want you to see me get right to it. I want you to see that there are two types of display ad marketing. There is what we call retargeting and there is cold targeted meaning they have never heard of you, never been to your website and you were just trying to get them to have an interest in something and that is the hardest thing to do, but retargeting is probably the most interesting today because it doesn’t cost thousands and thousands of dollars each month in order to do a retargeting campaign.
So let’s talk about retargeting first, and then we’ll talk about cold ad traffic. When someone visits your website, then we capture 100 percent of those people through what’s called a browser pixel, and this is what we talked about with managing lists and your pixel list is one of the most important things for you to be managing and most people don’t even know. There is such a thing, but I tell you what, when you start paying attention. If you go look at a specific type of car or a Red Honda and all of a sudden you’ll notice everywhere you’d go on the Internet that Red Honda is following you around. Well that’s retargeting. So if somebody comes to your website and let’s says they don’t take a specific action and we don’t know what’s going on or why they didn’t call her, why they didn’t fill out a form, what we can capture them; we can start following them throughout the Internet.
So you can mark it. Only your website visitors are on any other sites. We saw that list of sites and you can do this over the course of one to three months until they are ready to purchase and we can actually rotate those ads so it’s not the same ad they’re going to see over and over again for up to three months. We’re going to have 10. We can have as many as you’d like, but usually right around 10 is sort of that magic number. So that’s what retargeting is all about. Now let’s talk about cold traffic because on cold traffic, replacing the specific ads on sites that might interest your target market. So we can go after medical base, kind of new moving kind of things. So if somebody is new to an area, they’re probably going to be looking for you.
Now cold traffic is one of the more difficult things to do and it’s usually where we’re going to spend most of our money up front. But as we get people to click on your ads and they land on your website, we now have them in the retargeting campaign. So it gets very inexpensive very quickly. All right, so we could market to everyone who visits those sites or only those from a city that visits and you hear that because we can say we only want these two or three or four zip codes, and we only want to show the ads to people that live in those zip codes but are going to be visiting all of these different websites. And that’s just how powerful this thing can be. And then you can split test offers, reputation brands, and all kinds of things in order to maximize clicks.
Now the national average for cold ad traffic is a point zero six percent click through. I did say that point zero, six percent, so very, very low. But the amount of exposure, the amount of times that people are seeing your ad, your offer, and your brand is absolutely astronomical and that’s where the real power comes in. Now, when we run these ads, we are typically getting at least double that national average. So we’re at least point one, usually point one, two percent click through rate. And a lot of times we’ve been getting closer to point two percent. So we’ve been doing extremely well on cold traffic because of how we’re targeting and who we are showing your ads to. But then once they’ve clicked and they’d gotten your website will now we get really good results on the retargeting because they’ve already kind of raised their hand and showing a little interest.
And now we just got to kind of tip them over the edge. So to speak, and the national average for our retargeting banner ad or you know, display ad marketing like this is point six, so not, not point zero, six point six percent click through rate on retargeting. And again we’ve been getting on average double that. Okay. So that’s what has been really exciting is that we are not only massively beating the averages, but the cost per click is very low amount of exposure for your practice is extremely high and it can work very, very well. All right, so that’s what I want to cover today. I want to make sure you knew what a display ad was. And of course, that there are two kinds of display ads which would be the retargeting and cold traffic and I hope that kind of helped you out and gave me a little bit of insight. If you have any questions you would like to see kind of how we can help you take advantage of all this great new technology. Give us a call. Reach out at seven, two, zero, nine, eight, nine, 1930 to fill out a form whatever works for you. Otherwise, I look forward to seeing you next time on Top Line Live at Five. And that’s it for me. Bye for now.