Modern Advertising has been dependent on the concept of mass awareness – dumping ads to a wide audience hoping their key demographic is paying attention.  And it works.  Yet something peculiar happens for some clients (especially those with limited resources) when they enter the world of online advertising – they seem to think conventional advertising techniques no longer apply.

Just because people aren’t clicking on your ads doesn’t mean your campaign is a failure.  Depending on ad placement (did the people see your ads?) your campaign may have effectively reached your target audience even with zero interaction with your site.

I can recall ads such as Sony’s e-reader (which I see on the Toronto Star mobile site), University of Arizona, amongst others – yet have never visited their website.

But when I do a search for digital books or online university and I see either organization in the search results – I’m more likely to respond to their ads because of my familiarity with the brand.

Yet a client who analyzes results strictly on a click by click conversion basis will not see the value (and long term value) of the impressions they generated.   So take advantage of Cost per Click (CPC) campaigns

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