Frequently Asked Questions
Do I need to have my own data?
We are a data company and can provide you with customized lists based on predictive and behavioral attributes of car buyers. For example, if you know that drivers of a 4 year or older Mazda, KIA or Hyundai in a specific area are good potential customers, we can target them.
Can I use my database too?
We recommend that if you have a database, you should target them digitally as well. It will help boost resales and service calls. You will get better reach and frequency compared to direct mail at a far better rate.
How large does my database need to be?
We recommend having a list of at least ten thousand records.
What if I don’t already have a list of names and postal addresses?
As a data provider for almost 20 years we can help. Just ask your sales rep for details.
Where will my ads appear?
We have the ability to place display ads on over 1 million websites and video ads on over 30,000 websites. This gives us access to approximately 90% of the available daily ad inventory on the internet. Popular sites where we place ads include Google, YouTube, MSN, Facebook and Yahoo! but it is important to remember that the websites your ads are seen on is nowhere near as important as who is seeing them.
How many ads should I display per month?
It depends on your message, product and a number of other variables. Typically, we recommend between 20-50 impressions per household per month. This may sound like a lot but frequency in advertising is what works and considering you can have the households in your list seeing your ads 20 times for about the same cost as one direct mail piece we think it’s a no brainer.
What sort of metrics do I get?
We provide monthly reports that include number of impressions/views served, number of clicks delivered, click through rate and a list of the top ten websites where impressions/views were delivered. We also have the ability to track conversions if needed. Additionally, at the completion of a campaign we generally provide clients with a match-back analysis which compares your targeting segment(s) with new sales to demonstrate efficacy and ROI for the campaign.
What sort of CTR should I expect?
Ultimately most clients see an increase in CTR, but we encourage clients to look beyond click through rate (CTR) and focus on metrics that have more meaning to their business like conversions, sales and return on investment (ROI) for the ad campaign.
Should I merge all of my data into one list?
No! Having visibility into data sources is a valuable tool in determining efficacy of campaigns and assisting with planning future campaigns. Put more simply, some lists are better than others. By providing us with more visibility into the sources of your data we can provide better guidance on what data to use on future campaigns.
Can you make sure my ads do not appear on specific sites?
Yes, by default we will not serve ads on adult or “vice” sites. Additionally, we eliminate sites with a history of low quality or fraudulent traffic. If you would like us to further restrict the universe of sites upon which we display your ads, we are happy to incorporate this into your campaign.
How accurate is ad delivery?
Our match and append process has a 95% level of confidence in matching a household to an IP address.
How should I measure success from my IP targeting campaign?
We encourage our customers to focus less on clicks and more on conversions. Additionally, our most compelling return on investment data comes from post-campaign match-back analysis. Unlike most forms of online marketing, we start a typical campaign with a target list of customers or prospects. By comparing this list to your list of actual leads or sales is one of the most effective methods to determine the efficacy of an individual campaign.
Will I see my own ads?
Include your own home and business address with your list and it is very likely you will see your own ads. |
