In this review, we will explore the essence of teaser advertising. We will also explain in simple words the principles of its functioning and show webmasters what steps are necessary to start earning money from this type of advertising.
Teaser advertising is characterized by large audience coverage, minimal restrictions, and low cost. However, arbitrageurs using this format face high costs due to the lack of accurate targeting and the presence of bots that artificially inflate clicks. This leads to the fact that the traffic generated by teaser ads is often considered low-quality. Nevertheless, webmasters can benefit from this type of advertising despite its disadvantages.
A teaser is a type of advertising content where attractive images and interest-generating headlines are applied. The main objective of this type of advertisement is to attract the attention of a potential customer. It is a method based on curiosity, assuming motivation – “click to learn more”.
This advertising approach often demonstrates only part of the product or service, leaving the main information unknown, thus maintaining intrigue. An example is a banner with the phrase: “One glass of this drink will help you lose 10 kg”.
This illustrates the essence of teaser advertising – arousing interest in the product while leaving the details of it unknown.
What teaser advertising is for
Teaser advertising works effectively for a variety of purposes, including promoting products, attracting visitors to websites, and generating leads. Product categories such as:
- Women’s products: products to improve the appearance of hair, various skin creams, and similar products.
- Medical products: such as aphrodisiacs and posture braces, as well as dietary supplements.
- News: celebrity information, including various scandalous allegations.
- Adults: teasers are often used to increase traffic to adult websites, as well as to sell related products.
Who teasers are suitable for
The effectiveness of teasers is most noticeable in such cases:
- When the target action is extremely simple, for example – flipping through an article;
- When an instant benefit is promised: one capsule to increase potency, spinning a reel in a slot machine to win a bonus in a casino, registering on a dating site.
Teaser advertising is most suitable for products aimed at mass audiences, such as dietary supplements and adult products. It has also proven itself in gambling (casinos), dating, and financial services.
However, teaser advertising is not suitable for promoting products of highly specialized niches, such as building materials, furniture, expensive electronics, specialized equipment, etc. Their advertising often does not bring the desired result due to the low quality of traffic (high number of bots) and limited targeting capabilities.
Elements of teaser advertising
A typical teaser ad usually includes three key components:
- 300×300 image,
- headline
- product description.
In teasers, the image acts as a catch-all, so it’s often colorful and engaging.
Teaser promotion strategies
The advertising effectiveness strategy is based on the clickability of teasers. To evaluate it, run a CPM test (price per impression) with the maximum bid. Observe the metrics: for example, with 30 clicks out of 1000 impressions for 1$, the price per click is: 1$\30=0,033. If there were 5 clicks out of the same 1000 impressions, the price of each of them: 1$\5=0,2$. Then analyze the cost per click at different bids: if the cost per click is $0.1, a CPM of 0.33 would be appropriate, while $0.2 would not.
The optimal click-through rate (CTR) varies from niche to niche. The average CTR for all banners is 0.2% and is considered good if it reaches 2%.
Lowest cost-per-click
You develop five to six banner ads (preferably create as many as possible) and place them on teaser ad networks, setting the lowest cost-per-click. This approach is aimed at maximizing the number of impressions of your ads. In this case, you will have to pay only for direct clicks on your ad, while the displays will remain virtually free of charge.
The highest price per display
Initially set a high cost per view of your ad, and then gradually reduce it.
In teaser networks, advertising functions based on an auction. That’s why at the initial stage, ad campaigns often start with high cost-per-view rates. After the ad gains popularity, the price per display starts to decrease. At this point, the teaser networks already recognize the banner as a successful ad and continue to keep it at the top despite the decreasing cost.
As part of this strategy, it is critical to monitor the number of clicks on the ad. With a high and stable number of them, even with a reduced price per display, the probability of a significant drop in traffic is low.
Advantages and disadvantages of teaser advertising
Teaser advertising is an effective tool for companies, often surpassing such methods as targeted advertising in social networks. Its unique characteristics make it particularly attractive.
The main benefits of teaser advertising include:
- Affordability: Compared to systems like Google Ads, where the price per click can be as high as $10, teaser networks offer much lower prices – from $0.01 to $0.10. This provides ample opportunity to test various hypotheses with minimal costs.
- Wide reach: Due to the large number of sites on which teaser ads are placed, they can quickly gain thousands of views.
- Easy to Launch: Creating a teaser is almost as easy as publishing a social media post. All that is required is an eye-catching image, a compelling headline, and a brief description of the product or service.
- Fewer restrictions: Compared to contextual advertising or targeted social media advertising, teaser ads typically face fewer restrictions.
However, teaser ads do have disadvantages:
- Low-quality traffic: Most of the audience attracted by teaser networks is “cold”. In addition, bots are common in these networks.
- Wear and tear: Successful teasers are often copied by other advertisers, which leads to their rapid “burnout”. It’s also difficult to create a unique and attractive teaser.
- Not suitable for all products: This type of advertising works best for products with a wide audience.
- Ad blockers: Browser extensions that block ads can significantly reduce reach.
- Banner blindness: Users often ignore ads, having become accustomed to their ubiquitous presence. Creating an ad that is unique and stands out can help overcome this barrier.
Conclusion
Teaser advertising is an effective tool for promotion on the Internet if used correctly. But as with any other advertising, you should not forget about testing. After all, what works for you – may not work with other metrics for others.
Let’s test and profitable bays to all.