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.
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.