Reply To: Client concerned about not seeing our banner ads on any of their “web journeys”

Forum White Hat SEO PPC Client concerned about not seeing our banner ads on any of their “web journeys” Reply To: Client concerned about not seeing our banner ads on any of their “web journeys”

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ggildner

Every once in a while a client will have some sort of stakeholder who does not entirely understand the nuances of PPC, and will be really concerned with the absence of their favorite banner ads on their favorite sports news website.

With one of our largest clients (a Fortune 500 company) the C-suite was so concerned about not seeing their own banner display ads that their marketing head actually gave us their home office addresses and asked us to set up a specialized bid-adjusted campaign just for them…because no matter how many reports could be shown about how banner ads were driving literally 0% of sales for them, sometimes you just can’t educate.

However, that strategy is a bit absurd, and *most* clients will be able (and *want*) to be educated. Thankfully most of our clients are smaller or medium size and we have discussions directly with the owner or at minimum their marketing lead. In most cases we can show them campaigns broken out by reach, ROI, overall cost, etc and after a brief discussion you can pretty much convince anyone that you’re focusing on what needs to be done.

In your case: I would create a brief yet detailed report showing that those “old block style ads” are actually driving most revenue, and suggest that if they want more branding/awareness then they could approve a budget increase for a display campaign?

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