Podcast
Questions and Answers
What are display ads?
What are display ads?
- Ads displayed on social media platforms
- Images or videos displayed on websites for advertising purposes (correct)
- Text-based ads displayed on websites
- Ads displayed on search engine results pages
What is the purpose of a call to action (CTA) in display ads?
What is the purpose of a call to action (CTA) in display ads?
- To make the ad more visually appealing
- To increase brand awareness
- To provide more information about the product or service being advertised
- To entice clicks (correct)
How are display ads different from banner ads?
How are display ads different from banner ads?
- Display ads are text-based while banner ads are image-based
- Display ads are limited to the space they occupy while banner ads are not (correct)
- Display ads are only shown on search engine results pages while banner ads are shown on websites
- Display ads are only shown on mobile devices while banner ads are shown on desktops
What is the largest ad network?
What is the largest ad network?
What is real-time bidding (RTB)?
What is real-time bidding (RTB)?
What is an ad exchange?
What is an ad exchange?
What are the different methods of paying for ads?
What are the different methods of paying for ads?
What are display ads?
What are display ads?
Why is it important to communicate key benefits in display ads?
Why is it important to communicate key benefits in display ads?
What is the purpose of a call to action (CTA) in display ads?
What is the purpose of a call to action (CTA) in display ads?
What is the difference between display ads and banner ads?
What is the difference between display ads and banner ads?
What is the largest ad network?
What is the largest ad network?
What is real-time bidding (RTB) with ad exchange?
What is real-time bidding (RTB) with ad exchange?
What are the different ways of paying for ads?
What are the different ways of paying for ads?
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Study Notes
Understanding Display Ads and How They Work
- Display ads are images or videos displayed on websites for advertising purposes, aimed at capturing attention and leading to conversion.
- It is advantageous for need recognition, awareness, and remarketing.
- Visitors are interested in content, not ads, so value propositions must be communicated effectively through key benefits.
- A call to action (CTA) is necessary to entice clicks.
- Display ads are not limited to the space they occupy, unlike banner ads.
- Ad networks connect advertisers and publishers, acting as brokers that buy inventory from publishers and sell them at a premium.
- Google Display Network (GDN) is the largest ad network.
- Bulk purchases on ad networks are a specific price and quantity with set time and target criteria, usually bought in advance, and guarantees premium space.
- Real-time bidding (RTB) with ad exchange is an auction to determine which advertiser gets the impression and is bought in real-time with no guarantee of space.
- Ad exchange is a marketplace to buy and sell online ads that aims to reduce risk and maximize return for every single impression.
- Paying for ads can be done through CPM (cost-per-mille), CPC (cost-per-click), or CPA (cost-per-action).
- Steps to create a display ad on Google include creating a new campaign, setting location and languages, and selecting audience segments, demographics, keywords, topics, or specific placements.
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