What You Need To Know About Impressions

The term impression is commonly used on the Internet by advertisers and marketers who are dealing with banner advertisements. An impression occurs whenever a banner ad is loaded and appears on a webpage. This means that if you arrive at a website with a banner ad on the homepage, an impression will occur as soon as you arrive and are shown the advertisement. If you go to the website the next day, another impression will occur. Advertisers who pay for their ads to be displayed per impressions will usually pay a fee for every one thousand impressions their ad makes. These advertisers usually are trying to show their ads to as many people as possible. What many of these advertisers fail to realize is that getting the maximum number of impressions for an ad does not necessarily guarantee that the ad will be successful.

Far too many ad campaigns are run on the concept that reaching as many people as possible will bring success to the company. It is only on very rare occasions that an advertising campaign being run with the previously described concept in mind is successful. The majority of campaigns run that way fail and never come close to reaching their goals. To make matters even worse, substantial amounts of money are lost when campaigns aim to show their ads to everyone they can, no matter who they are, and end up failing.

It is important to remember that quality is much more important than quantity when it comes to advertisements. A bad advertisement can be shown to one million people and may not bring in a single dollar for the company the ad is for. An outstanding ad may only be shown to a few thousand people but will generate significant profits for the company based on the quality of the advertisement and the quality of the potential customers that the ad was shown to.

Instead of focusing on how many people you can show your ads to, you should be focusing on how you can maximize the effectiveness and efficiency of your ads.

Click-Through Rate – One thing that you will notice if you try to run an ad campaign on the quantity of ads being displayed is that your click-through rate will be very low. The higher your rate, the more effective your ad is. You should experiment with different ads in different areas to see which ones produce the highest click-through rate.
Value – Value is one thing that should never be overlooked when advertising a product. You want to show your potential customers that they are getting a product that not only has value but that will also hold its value. You may not even have to make any changes in your product to make the value of it appear higher to customers. It could be something as simple as adding an extra bonus or gift to buyers or working with another company to offer discounts on certain items after making the initial purchase of your product.
Separate from Competitors – You want to distance yourself from your competitors and make your company known as the higher class, higher quality company. Your ads should display small hints or tips that demonstrate how your product slightly differs from another but it much better due to the slight difference.
Repeat Customers – While some advertisers are trying to gain new customers by showing their ads to everyone in site, you can prove to be smarter than them by focusing your attention to customers who have bought from you in the past. You may be surprised at how many repeat customers you get from simply sending a friendly email or a small discount coupon to your past customers.

To provide an example of why quality advertising is better than advertising based on quantity, let’s say you are unemployed and looking for a job. You want to get your resume out to everyone so you quickly create your resume and send it out to five hundred different companies. Half of the companies immediately throw your resume away because your skills and prior experience do not relate to their area of business. The other two hundred and fifty companies do not even bother to call you because they have receive more quality resumes that clearly show that a lot of time was spent on creating them. The smartest thing to do in this situation would have been to spend most of your time creating one high quality resume. You could then make minor adjustments to your resume depending on which companies you sent it out to. If you did this and only sent your resume to fifty companies instead of five hundred, you would likely receive many more calls and job opportunities.

This is just one example of how quality is worth much more than quantity. In the case of Internet advertising, you would have to spend more money to advertise based on quantity than you would to advertise with quality ads. This means that essentially you would be paying more for less instead of paying less for more. Return of investment is the most important factor in judging an ad campaign and the best way to maximize your return of investment is to use quality advertising and ad targeting.

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By: Naor

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