Why the best landing page is no landing page at all

If the term “devil’s advocate” didn’t already exist, it would need to be invented to describe Ron, my esteemed — and admittedly cranky — colleague to the east. In my last post I wrote that a landing page is an extension of the ad(s) pointing to it. He called me on it, and in doing …

Testing uncovers 6 keys to landing page success

Landing pages are expansions of ads. Every banner, email offer or sponsored listing worth its salt points to a single, hard working page. What sort of work do these pages perform? Selling, plain and simple. But to succeed, the approach to designing these pages is neither plain nor simple. Tools like Google Website Optimizer allow …

Automotive ad dollars rush online

Last week’s post on behavioral ad targeting generated a spirited online dialog. I’d like to thank James and Ron for their thought-provoking comments. The example discussed was online ads in the automotive industry. It was aptly timed. As this new report from Borrell Associates indicates, there are several firsts for this category of advertising (emphasis is …

Of operant conditioning, text messaging and college admissions letters

In a few days I’ll be giving a speech to a group of university and college recruiters. The talk is about new technologies and how they might shape academic marketing and recruitment in the future. I’m fairly sure how I’ll lead off. Not surprisingly, I’ll touch on reaching students through their cell phones. But it got …

Is behavioral ad targeting really worth it?

Behavioral ad targeting is the process of predicting who will be most responsive to online ads based on clicks and search behavior. In the mid-90’s, portals and ad networks (primarily Go.com and Advertising.com, respectively), took the first steps in using browsing behavior as a proxy for consumer interest in an advertiser’s products and services. There are many …