How 7 Display Ads Convert Their Clicks: Customer Acquisition Chain
By Carrie Burns, Cynthia Tully and Dorothy Weaver
[Editor’s note: This is the seventh “link” in a 10-part series. The first, Do You Have Broken Links?, appeared on Mar. 23. Check back Friday, May 11, for link eight: mobile acquisition chains.]We clicked on seven banner ads during February 2012. Online display has enjoyed a major growth spurt and is likely to pass paid search in terms of spend in the next couple of years.
It’s all the more reason to get customer acquisition chain done right. Here is our analysis of the display ads we reviewed: