Thoughts and ideas regarding online display advertising:
- Use ad retargeting to bring back non-converting (or less frequently returning) visitors – use creative and landers specific to what they showed interest in or came looking for
- Ensure banner creative and landing page are relatable/matching/relevant/etc.
- Include a call to action on banner creative (and landing pages)
- Find similar sites to reach target market (for links, ad buys, etc.) via Quantcast, Compete, Alexa, etc.
- Attempt to determine non-click visits/conversions/etc. – view through metrics