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SEM: Ad Integration Tips Part 2
2. Get more than one ad type on a single page.
You should aim to appear on the same website and even better on the same page in that site. Having two types of ads appearing on the same page can lead to better results due to the fact that different ad types appeal to different people. Because of this someone might overlook a sponsored search ad but still end up a customer because of the banner ad and vice versa.
3. Consider ad placement
In instances wherein you are able to pull off the above advice you should always remember to consider ad placement. We all know that the area of the page where the ad will appear is vey important but since you generally have no control over the placement of another website’s ads what you can do is at least make sure that you buy a good slot for your banner ad. Of course this is only applicable if the website offers different placement options (right sidebar, top of page, etc.).
4. Run tests again and again.
Run tests on everything from the most effective ad copy to the most effective combination of sponsored and banner ads. Run tests on which websites give you good referrals because these are the ones you would want to have more than two ad types on. If a website doesn’t give that good a traffic you might be satisfied in simply appearing on the sponsored search results and forget the banner ads on that site. Constantly tweak minute things on your ad campaign because you never really know whether some seemingly trivial detail could lead to big returns or not.
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