News and views to improve the strength and vigor of all your direct response marketing activity.

Question: I always see ads at the top of web pages. What kind of ads are they? Do people actually click on them? And do they work? — Curious About Clicks

Dear Curious:

So, you noticed! These interesting little ads are called Responsive Display Ads (RDAs). They automatically adjust their size, format, and appearance to fit nearly any website’s ad space. That’s why you often see them where there would normally be extra white space on a website. Websites sell this space to marketers who are trying to promote their product or service. By allowing for up to 15 images, 5 videos, 5 headlines, and 5 description combinations, they save time with testing copy and imagery.

John Garland, Digital Marketing Manager at DMW, explains: “What makes these ads smart is that they actually target users to take a desired action using historical data and machine learning. And yes, they are very effective as they continue to drive higher click-through rates (CTR) and conversion rates than standard image ads. In fact, one of our clients saw a 197% increase in CTR.”

Whether you’re using response ads, or other kinds of digital ads in your marketing, check out John’s tips for making them do more for you.

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