Banner ads are all about branding. Judging them on a CPC basis like PPC does not give them justice. They should be "part" of an overall strategy but not a large % of your online budget.
There is a reason why most online display AKA banner ads are sold on CPM. Its all about the eyeballs. We typically see 50 cent - $2 CPM depending on the area of the country your dealership is located.
Metrics to watch after a banner campaign is running:
(1) Increased organic traffic - I have seen most of the value in banner ads to be seen on Analytic's as increased "SEO" traffic. Most of these additional searchers are coming through the dealership name or the incentive (think: Whatever is on the banner ad).
(2) Clicks through the banner ad
Is PPC a better investment on a CPC basis? Sure it is, and I am a HUGE believer in paid search, but it also misses part of the market that banner ads and social media even get you into.
Diversify your online portfolio and great things will happen.
There is a reason why most online display AKA banner ads are sold on CPM. Its all about the eyeballs. We typically see 50 cent - $2 CPM depending on the area of the country your dealership is located.
Metrics to watch after a banner campaign is running:
(1) Increased organic traffic - I have seen most of the value in banner ads to be seen on Analytic's as increased "SEO" traffic. Most of these additional searchers are coming through the dealership name or the incentive (think: Whatever is on the banner ad).
(2) Clicks through the banner ad
Is PPC a better investment on a CPC basis? Sure it is, and I am a HUGE believer in paid search, but it also misses part of the market that banner ads and social media even get you into.
Diversify your online portfolio and great things will happen.
