Wednesday, July 26, 2017

Advantages and Challenges of Television Advertising

Justin Steinle has achieved success in marketing and business development over the course of a 25-year career. Justin Steinle comes to his work with experience in and an in-depth knowledge of multiple media channels, including television.

Television has been helping companies to reach broad audiences since the middle of the 20th century. Data suggests that it remains the most prominent medium in the majority of American households, despite the advent of laptops and mobile phones. More than 96 percent of households own a television set, and the average daily watching time is more than four hours.

All of these statistics translate to a diverse captive audience for the advertiser, while the creative potential in the medium allows for the customization of a message. Using video, audio, text, and graphics, as well as engaging talent, the advertising professional can craft a spot that stays in the mind of the viewer and creates positive associations with the product or service.

It is important for the advertiser to carefully design each element of the message, as a television ad can be costly to produce. Any changes would require complete re-design and re-shooting of the message, which can be prohibitive for many companies. 

Fortunately, careful design also gives the advertiser a chance to ensure that the advertisement is as interesting as possible. This factor is crucial because many television viewers actively work to avoid commercials, unless the commercial is exciting enough to inspire consumers to seek it out or watch intentionally.

Saturday, July 15, 2017

Three Pay-Per-Click Advertising Mistakes to Avoid

Business consultant Justin Steinle earned his bachelor of science in business administration from the University of Mary in Bismarck, North Dakota. In his current role as a senior marketing executive, Justin Steinle uses a wide range of tools and services to help clients establish stronger marketing and advertising channels, including pay-per-click advertising (PPC).

A company employs pay-per-click advertising by paying a fee any time that one of its advertisements is clicked after a potential customer runs a relevant query through a search engine. PPC can be an extremely effective way to drive traffic to a business website, but to achieve optimal results the following three mistakes must be avoided.

1. Making keywords too broad. The keywords that a company uses in PPC advertising will determine how beneficial the campaign actually is. Using keywords that are too short, generic, or broad will cause a company to pay a significantly higher price for clicks amid a greater amount of competition.

2. Linking an advertisement to a home page. When a company’s ad promotes a specific product to fulfill a customer’s needs, the ad should link directly to the product page. Linking PPC ads to a home page creates unnecessary work for the customer and increases the risk of losing a sale.

3. Leaving out negative keywords. Negative keywords in a PPC campaign play a crucial role in promoting ads to a relevant customer base. A company that doesn’t take advantage of negative keywords may create a PPC campaign that is too broad and end up paying for site visitors who have no interest in or need for its products.