Web Ads FAQ

Where will my ads appear?

BMDM has the ability to place ads on over 1,000,000 websites that include 30-50 billion advertising impressions per day. This is about 90% of the available daily ad inventory on the Internet. Popular sites where ads are placed include Google, MSN, Facebook and Yahoo!

Can I control who sees my ads?

Yes. This is the primary purpose of Address-Linked Web Ads—we target your ads to specific households with laser-like accuracy.

How many ads should I display per month?

It depends on your message, product and a number of other variables. Typically, we recommend between 20-40 impressions per month.

Does the approach use cookies?

Not for our Address-Linked web ads. Since we use the IP address of specified households, we have no need to use cookies for primary targeting. We DO offer remarketing and conversion ads that can incorporate pixels, but those are typically add-on campaigns.

What sort of reports do I get from BMDM?

We provide monthly reports that include impressions served, clicks, conversions and click-through rate (CTR). 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.

How is this different than PPC (Pay Per Click)?

PPC (Pay Per Click) advertising relies on a user searching for a specific keyword. Ads are placed on the top and sides of the search page along with the search results, and the hope is the consumer will click on the ad. You only pay when the prospect clicks on the ad. Unfortunately, this type of advertising has been losing efficacy in recent years as people have learned how to game the system with traffic arbitrage and click farms.

What sort of CTR (click through rate) should I expect?

Ultimately, most clients see an increase in CTR, but we encourage clients to look beyond CTR and focus on metrics that have more meaning to their business like conversions, sales, and return on investment (ROI) for the ad campaign.

How many ad variants should I use?

BMDM recommends at least two ad variants at the beginning of a campaign to conduct a proper A/B test for ad efficacy. Once we develop performance history on the ad variants we will often adjust the ad serving of the campaign to focus on the most productive advertisements.

What size ads do I need?

Creative should be within the dimensions below. We recommend that clients generate at least one creative in each size to maximize available ad inventory. While we can run campaigns with fewer sizes it will limit the inventory available to us and may result in the campaign taking longer to serve the ads you purchased. 120×600 (pixels) 160×600 (pixels) 300×250 (pixels) 468×60 (pixels) 728×90 (pixels)

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 BMDM with more visibility into the sources of your data, we can provide better guidance on what data to use in future campaigns.

What type of organizations does BMDM work with?

We have clients in most major industries, ranging from several Fortune 50 companies to political campaigns, political action committees, non-profit organizations, and churches.

Can I use Address-Linked Web Ads with my direct mail campaign?

Yes! Direct mail is where all of this started! We find that the addition of our address-linked web ads greatly increases the effectiveness of a direct mail campaign.

Can BMDM place ads on specific sites?

Sure, we have the ability to place ads on over 1,000,000 websites with over 50,000,000,000 ad impressions per day. We often find that aiming your message at particular sites can improve the results of your campaign based on the audience demographics of sites selected.

Can BMDM 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.

What file formats does BMDM accept for my ads?

For banner or display ads, creative sizes need to be less than 40 KB. JPG, GIF, and PNG files are all supported.

Do I need to provide BMDM with a list of prospects to target?

Typically, yes. Most of our customers provide us with a list of customers, past customers or prospects to target with our technology. If you do not have a list we can help you obtain one from a list provider or work with you to build a targeting segment based on an analysis of your current customers or prospects.

How accurate is ad delivery?

The patent-pending matching algorithm has a 95% level of confidence in matching a household to an IP address.

What is a DSP?

A Demand-Side Platform, or DSP, is a technology tool that aggregates online advertising buyers and sellers. The technology integrates with a number of DSPs to bid on real-time inventory of ads.

Can BMDM prepare the ads for me?

In short, yes, but if you already have an advertising agency of record you can work with them and adapt existing ads for this purpose. Just keep in mind that only a select audience will see the ads, so the message can be tailored in ways that were previously unavailable.

Can I use Flash in my ads?

No, since Chrome and Firefox have blocked Flash ads, we have stopped using Flash as well.

Can I use audio in my ads?

No. Auto-initiated audio is frequently blocked by publishers which will greatly limit the quantity and quality of sites that we have access to serve your ads on.

Can I use animation in my ads?

Yes. If any animation is present within the ads, it must stop within 30 seconds of the ad serving. This can be done by limiting loops to 1 to 3 rotations.

How should I measure success from my IP targeting campaign?

Since we can now directly attribute sales to the list of households that have seen the ads, we encourage our customers to focus less on clicks and more on conversions

Do I need to have my logo on my ad?

Yes. To be displayed via a demand-side platform (DSP), ads need pass a third party audit. One of the requirements of this audit is that some form of corporate identification is visible on each advertisement. This can be your logo or the name of your organization, it also needs to match what is used on your landing page for this ad campaign.

What's the soonest my ad can be online?

Once the list and ad are provided, ads will typically be online within two business days, although rush options are available that will have your ad online within 24 hours.

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