According to the Internet Advertising Bureau and PwC Online Adspend survey, internet advertising spend in Ireland was an estimated €132m during 2011. This is an increase of just under 20% year on year, up from €110m in 2010.
The highlights gleaned from the report are as follows:
Online display adverts (those pesky banners that you try desperately to ignore!) account for 38% of online advertising spend. This is on the increase due the increase in this type of advertising particularly on social media sites, which accounts for just under €6m.
Online advertising ranks third in media spend behind the stalwart’s of press and TV. But interestingly, online spend has overtaken radio, cinema, magazines and outdoor!
Paid search increased 16% and now accounts for 42% of online spend (so therefore 80% of all advertising spend is on paid search and display). Looking at this another way, over €55m was spent in Ireland last year on (primarily) Google AdWords.
Classified online ads remained static.
Telecommunications at 12%, is the top-spending category for Display adspend in 2011, FMCG and Entertainment and Media are in joint second place each holding an 11% share of display adspend.
Telecommunications was the top performing online display category in 2011 at 12%, with FMCG and entertainment and media in joint second place, both with an 11% share.
One of the other findings of the survey that stood out (to us) was the fact that the average time spent using the internet each week for Irish users is 10 hours 7 minutes (Comreg Quarterly Key Data Report – Q4 2011)
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I am managing Digital Marketing Institute’s paid search accounts, including our Google AdWords account, and make sure to review them regularly. Most of the times I make changes to the keywords – add negatives, pause or amend poorly performing keywords, raise the budget for profitable ones... However, every now and then when I get the chance to glance over our ad text, I always find room for improvement (even though at the time of when I created those ads they seemed pretty good!)
Good ad text has a two-fold advantage – it resonates with the search query of your potential customer and improves your QS (Quality Score) reducing your costs and improving your competitiveness.
Here is a 4-point checklist to help you recognise whether your ad text strategy is currently hurting your paid search performance:
Do you assume your current ad variation is as good as it can be? Many PPC advertisers tend to test between 5 and 10 ad variations, find the one that is proven to perform best and stick with it. However it often takes thinking outside the box and continuous testing of new original ideas to ensure the success of your PPC campaigns.
Do your ads have the best destination URLs? If you run time-limited offers, or have a different page for each product/service you need to ensure that your ads go to the most relevant pages. This is not only important for the QS, but above all offers a user the shortest path to what they are looking for –
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The digital advertising industry however needs to be careful of what it wishes for because I like mashed potatoes but if you serve it to me every day I am going to get very bored very quickly. And right now personalisation is extremely blunt and unsophisticated. Facebook for example knows my age and when I turned 40 I was bombarded with crass ads for a year about my 40th selling me everything from scuba diving to cars. Admittedly that’s at the crude end of the scale but even the more sophisticated attempts at personalisation are all moving in one direction; giving me more of what I've already had.
The goal of a hyperpersonalised web experience is a mixed blessing for the user also in that our web experience becomes like looking in the mirror at ourselves and even the most narcissistic amongst us gets tired of our own face after a while and the result is that we end up switching off all forms of personalisation.
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