Introduction
How many times it has happened that you open a website and you must have come across a window like boxes that may be a poster or a chatbot assistant, that appears out of nowhere and you are required to pay attention to it before whether by closing it or following the content of the box before you can proceed any further on the website. I guess you all must have come across these kinds of ads while surfing the web. These ads are typically known by the names of Pop-up ads as they suddenly popup out of nowhere, hence the name pop up ads.
These are some of the most annoying kinds of ads from a user perspective as firstly it suddenly appears on the screen and disrupts the work that the user is currently doing and secondly, one is required to engage with the ads in order to further proceed with the work that they were doing. However, it may be an unwanted thing for the users, it is one of the most important and effective tools of marketing that the marketers can use on the digital platform.
What is Pop up ads?
Pop-ups are window-like boxes that suddenly appear or pop up on the web pages in your internet browser. They are used as a method of online advertising by marketers to grab the user's attention for their products and businesses. These kinds of ads are created using JavaScript or Adobe Flash and appear as another browser along with the main browser that is being currently used by the user. They often contain elements like a sign-up form, CTA buttons, feedback form, subscription form, or links and a close or minimize button.
How Pop up ads are an
important tool for marketing?
Pop up ads are the kind of marketing
strategy which is mainly used to increase the volume of website traffic or to
advertise a product or service. Pop up ads are considered to be one of the best
ways that a marketer can grab the attention of the user as they will
compulsorily engage with the ad in one way or another.
The benefits of using Pop up ads as an effective marketing tool are discussed below-
● Reduce the bounce rate- Bounce rate means how fast a user leaves your site. To reduce the bounce rate, many marketers use a pop-up, to enable further engagement with the user by asking to share an email address, a phone number, or other information. These pop-up usually appears when the user is about to leave the website.
● Generate subscribers- A website might have a lot of visitors but not subscribers, meaning that the users are vising the website but they are not subscribed to the particular website. A pop-up ad with a subscription form where users can leave their email addresses can help the marketers to grow their mailing list, build relationships with the audience via email, and speed up the buyer’s journey.
● Promote specific content- Though the primary purpose of pop-ups is to generate leads, marketers can even use it to promote specific pieces of content such as e-book, guide, or case study relevant to the website the visitor is on. As pop up ads cannot be ignored, the visitors will engage with the content, hence it can be used to promote specific content as well.
● Pop up ads can’t be ignored- When a pop-up appears in front of the user, it cannot be ignored, unlike the banner, you have on your sidebar or your footer. Whether the user will complete the experience by clicking the CTA or closing the pop-up, the message will stick with them. Visitors can't help but read the message or value proposition when it pops up in their faces.
While most of the users consider pop-up
ads as obtrusive and use various pop-up killer tools for browsing the sites
without any hindrance, these ads are still considered as a great way to grab
the attention of the users and create an urge to buy the products or subscribe
to their websites. If these ads are used properly by the marketers, they might
add value to the user’s experience as well. Pop up ads have played an integral
role in digital marketing and is here to stay for the long haul.
Author Details:
Name: Richa Agrawal
Batch: 2021-2023
Informative.
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