TCA’s Digital Advertising Programs Yielding Big Results for Clients

by David Heitman

The Creative Alliance is helping its clients master the technical details of digital advertising, a medium that offers an impressive return on investment.

“Many of our clients have seen amazing success using digital advertising,” said David Heitman, TCA’s president and creative director. “Ad retargeting has been especially effective in converting visitors to customers. In conjunction with SEO and paid search, it is keeping our clients’ brands and offers top of mind with the people they need to reach.”

As a form of online advertising, retargeting is often used for ecommerce sites. “The objective is to encourage them to come back to the original site they visited and make a purchase,” said Jodee Goodwin, TCA’s creative services manager. “Retargeting is designed to help companies reach
 the 98% of users who don’t convert right away after a first visit to a site.”

Search engine marketing (SEM) is another part of digital advertising, used to target high value internet search terms. “We monitor the keywords that translate to sales for our B2C and B2B clients, and adjust the bids and budgets accordingly,” Jodee said. “And since Google Analytics can be linked to AdWords, we can help our clients track user behavior, and make adjustments in near real-time,” Jodee said.