Archives for September 2014

How to Optimize for Inbound Marketing

New advancements in display advertising have made it a powerful tool for inbound marketing. Buy-side platforms now offer marketers a self-service station, where they can find segments of consumers highly motivated to see the ads they want to show. Marketing is still somewhat of a numbers game, but there is a greater degree of precision available.

That makes it easier to optimize your campaigns, especially if you understand the results you’re getting for your efforts.

Landing Page

The top half of your landing page, commonly referred to as “above the fold,” is where you want to pack in most of your content. Headlines should be visible immediately, and it helps to put your keywords into your headline. If you can, try to fit any forms you may have on the page. It also helps to include the call to action, which is typically a part of the form or the button that leads to the form. Lastly, and perhaps most importantly, make sure that your landing page loads quickly so that users can see your ad before they click away.


In banner advertising, a shorter form is usually best. You want customers to give you only the information that is most critical to your campaign, and it’s a good idea to reduce the steps it takes them to give you this information. Optimize your form and use goal funnels to see where users drop out during the process.

Once you have optimized your landing page, you can test new keywords and targeting settings on your campaigns.

Bio: Ted Dhanik is an Internet marketing expert from Los Angeles. Ted Dhanik specializes in lead generation through display advertising, and is the co-founder of engage:BDR. For more information about Ted Dhanik, visit his blog or engage:BDR.