Marketing Strategy for Your Display Campaign

Display Advertising is a great medium for enhancing listings, driving traffic or raising awareness of upcoming promotions and special incentives. We've seen builders utilize all of these tactics with Display Advertising on NewHomeSource.

One strategy which seems obvious but is often overlooked is to advertise actual builder's communities, similar to the way billboards along the highway are used. NewHomeSource shoppers are active home buyers looking for information about new home communities and new home plans. Display Ads that focus on a community or range of communities often outperform other types of campaigns. Considering consumers search homes by price and location, it's critical to include that information in your display creative. A relevant landing page and tracking code is also critical to measure consumer action and generate leads.

When developing a campaign consider the following:

• What message do I want to convey?
• Where will I send my consumers?
• What action should they take once they are on my landing page?

With a clear strategy in place it's easy to tweak and refine a display campaign. You may find the campaign is delivering excellent traffic but converting poorly. The issue may be with the the landing page, not the ad. Or, you may find few clicks but very relevant action from those consumers who do respond. This insight will provide you the information necessary to optimize your campaign and drive more value from your online marketing.

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For more information about Display Marketing Strategies contact Thane Tennison, Ad Ops Manager. We also encourage you to share what campaigns have performed best for you.

BDX Offers New Video Ads

Video ads have been used for years to advertise major brands online. Their success and popularity is attributed to several factors including consumer recall and increased click-through rates. To help home builders take advantage of this new medium BHI is now offering Video Banners across all its sites and can help with video ad production.

When considering video advertising keep in mind a few simple best practices to maximize performance. First, Video Ads adhere to the same rules as other display campaigns. The goal should be to pull consumers into the ad and make sure that it meets their search objectives. We recommend featuring homes or communities that appeal to the consumers search instead of long videos that touch on a variety of products. The Ad should have specific marketing goals and the videos should be short, 30 seconds or less. A recent report released by Point Roll & the IAB shows that on average about 50% of all video ads play to completion, which means your call to action should be present upfront remain on screen. I recommend including a snipe in the video or using other real estate on the banner to support the video’s message.

Let the images tell the story. Video is a great way to capture a plan or show the full amenities of a new community. Large pans, and fades are captivating and can often say more than a line of copy. However, as a policy BHI requires all ads to begin playing with sound off, therefore it's essential that the video can stand alone without sound. It’s also important to consider other websites' spec requirements if you'd like to use your Video Ad beyond BDX sites.

Click here to view a sample Video Ad or contact BHI Media’s professional staff to see how they can help you craft or video banner or edit existing footage to make your homes and communities stand out.

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For more information on how you can take advantage of Display Advertising, contact Thane Tennison, Ad Operations Manager for BDX at 866-651-8868 or at ttennison@builderhomesite.com. You can also follow Thane on Twitter at @t_tennison.