Digital Advertising Overview

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Questions and Answers

Why is it often more profitable to re-market to potential customers who have already signaled intent?

They require different marketing strategies.
They are less familiar with the product.
They have a higher intent to purchase. (correct)
They are more expensive to target.

What is necessary to begin the retargeting process on a website?

Installing Facebook Messenger.
Setting up Google Analytics and/or Facebook Pixel. (correct)
Setting up social media profiles.
Establishing paid advertisement on all platforms.

What is a benefit of using the Google Ads platform for retargeting?

It requires no technical setup for the user.
It allows targeting fresh prospects with the same ads.
It facilitates ad campaigns targeting previously set audiences. (correct)
It automatically generates new customer profiles.

Which of the following statements about audience creation for retargeting is correct?

Some audiences are automatically imported when linking GA4 with Google Ads. (C) Signup and view all the answers

What must be done after setting up an audience in retargeting on Google Ads?

Create ad campaigns targeting the previously set audience. (D) Signup and view all the answers

What is the primary concern regarding the future of digital advertising mentioned?

The phasing out of third-party cookies due to privacy concerns (B) Signup and view all the answers

Which feature is primarily used to track user interactions for retargeting on Facebook?

Facebook Pixel (A) Signup and view all the answers

What is a method for expanding the target audience mentioned in the content?

Creating a Lookalike Audience (B) Signup and view all the answers

What is the major customer vertical for Criteo as stated in the content?

E-commerce (B) Signup and view all the answers

What change is Google planning for Chrome users regarding third-party cookies?

Disabling third-party cookies for 1% of users in Q1-2024 (B) Signup and view all the answers

What is one primary advantage of search ads compared to display ads?

They capture high-intent buyers. (A) Signup and view all the answers

What is a characteristic unique to digital display advertising?

It operates in a complex environment powered by data. (C) Signup and view all the answers

Display ads are shown based on which of the following factors?

Viewer’s interests and relevant content on the page. (A) Signup and view all the answers

What is a primary function of display advertising?

To build brand affinity and expand prospect pools. (B) Signup and view all the answers

Which of these formats is included in display advertising?

Banner and video ads. (C) Signup and view all the answers

What challenge is associated with digital display advertising compared to traditional display ads?

Difficulty in price negotiation and placement. (A) Signup and view all the answers

What type of advertising primarily focuses on immediate conversions?

Search advertising. (B) Signup and view all the answers

What is the approximate margin for ad networks in display advertising?

40% (B) Signup and view all the answers

What percentage of display advertising dollars was accounted for by programmatic by 2022?

90% (C) Signup and view all the answers

Which of the following best describes the relationship between advertisers and publishers in the context of display ads?

Publishers in the Adsense program receive earnings from ad placements. (A) Signup and view all the answers

What is the estimated margin for publishers utilizing display advertising?

40% (A) Signup and view all the answers

In the context of Google Video Ads, which factors are necessary to select?

Budget, Country, Audience (A) Signup and view all the answers

What is Google Performance Max designed to do?

Merge search, display, and video into a single campaign. (C) Signup and view all the answers

What is the primary method used by small game developers to monetize their games?

Advertising (B) Signup and view all the answers

What can follow up after a user has interacted with a brand digitally?

Retargeting (D) Signup and view all the answers

Which factor is NOT a main consideration for display ads on platforms like YouTube?

User's previous purchases (B) Signup and view all the answers

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Study Notes

Display Advertising

Display ads are shown based on relevant content on the page, context of use, viewers interests or profiles.
Banner ads are shown on publishers, websites and apps.
There are two types of banner ads - pop-up and interstitial.
Video ads can also be used for display advertising.
Compared to search ads, display ads are more focused on building brand affinity and expanding prospect pools.
Display ads can indirectly increase conversions and click-throughs.

Digital Advertising Ecosystem

The digital ad ecosystem is evolving.
In 2012, direct buying and selling was common.
In 2017, real time bidding and selling replaced direct buying and selling.
In 2022, programmatic advertising accounted for 90% of display advertising dollars.
As the digital ad ecosystem becomes more complex, ad exchanges are dominated by a handful of large companies.

Retargeting

Retargeting brings potential customers who have dropped out from the purchase journey back to the funnel.
It is often more profitable to re-market to potential customers who have already signaled intent, compared to targeting fresh prospects.
Ad platforms employ third-party cookies on a large scale.

Google Retargeting

Set up Google Analytics or Facebook Pixel on your website.
Create or import Audience into ad platform.
Target the audience previously set up for ad campaigns.
Google ads can target the audience previously set up for ad campaigns by showing retargeted ads on the Google Display Network.

Facebook Retargeting

Create Audience on your website.
Target audience on ad campaigns.
Facebook ads can show retargeted ads on Facebook.
This targeting is done through Facebook Pixel and "Audience."

Criteo

Criteo is a major adtech company outside of Google and Facebook.
Steps include setting up Criteo Tag on your site, creating Audience and Ads on the Criteo Platform.

Retargeting vs Privacy

There have been plans to phase out third party cookies due to privacy concerns.
This will have a negative impact on many companies in the digital advertising landscape and benefit only a handful.
In May 2023, Google will disable third-party cookies for 1% of Chrome users in the first quarter of 2024.

Retargeting vs Expand

Expanding your seed audience to lookalikes can help scale your business.
Google's Optimized Targeting and Facebook's Lookalike Audience both help with this expansion.

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