Display fundamentals.pdf

Fundamentals of Display Advertising Session 10 DISPLAY ADVERTISING Display advertising (banner advertising) is a form of advertising that conveys a commercial message visually using text, logos, animations, videos, photographs, or other graphics, on networks of publisher websites, such as the Google...

Fundamentals of Display Advertising Session 10 DISPLAY ADVERTISING Display advertising (banner advertising) is a form of advertising that conveys a commercial message visually using text, logos, animations, videos, photographs, or other graphics, on networks of publisher websites, such as the Google Display Network, and are placed on relevant third-party websites. DEFINITION Online Display ADV refers to certain areas of a website or blog that are reserved and sold to advertisers for them to promote a particular product or service. Display advertising uses a push approach where users are targeted purposefully for those ads. AD network: connects advertisers to publishers. Advertisers define their target audiences and then it pushes banner ads to appear on publisher properties – websites, applications and videos. Google Display Network: Google Ad network DEFINITIONS Google AD Sense: allows publishers to place ads on their websites and other "real estate" in exchange for a "commission." These publishers make up a portion of the Google Display Network that advertisers can leverage through Google Ads. Google Ads: Google advertising Platform for Search and Display. Spending on display is growing Display ad spend surpassed search ad spend and has been forecasted to maintain its lead Source: https://www.statista.com/statistics/276671/global-internet-advertising-expenditure-by-type/ Let’s start from the beginning The first display ad graced the internet on October 27, 1994 on HotWired.com: The ad was promoting AT&T internet by offering visitors a virtual tour of an art museum (it’s not clear from the ad copy). About 44% of the people who saw it actually clicked on it. In-class exercise Go to elpais.com: How many display ads you see? How many sizes? How many types? Any of them is relevant to you? Display advertising generally falls into two camps: it is either branding or performance focused. Brand focused display advertising centres around: brand awareness, product education, product trial, brand favorability, brand engagement and brand consideration. Performance focused display advertising consists of: digital sales, lead generation, website visits, customer calls, footfall and downloads. A good display strategy looks at the entire customer and media picture – evaluating what other channels are live, when they are being seen, who the core consumer is, the brand’s relationship with that consumer and so on. Display Ad Strategy & the Sales Funnel Display Ads Search Ads Retargeting Display Ads https://www.smartinsights.com/internet-advertising/internet-advertising-analytics/display-advertising-clickthrough-rates/ When we talk about retargeting we are looking at the middle/bottom of the funnel. According to LocalIQ 2024 data, the average click-through rate is between 0,04 – 0,35% aprox (EMEA). However, Retargeted ads average CTR is 10x higher than that of Display ads and can lift ad engagement rates up to 400%. A clear example of retargeting is to re-engage users that abandoned you shopping basket. Measurement Measuring the success of your display advertising depends on the types of campaigns you are running and your chosen KPIs. The metrics for display advertising measure how often your ad is seen, how effective is it at catching the eye, and whether your ad brings in revenue for your business. Impressions: Impressions represent the number of times an ad appears on a web page. An impression is simply a record of views. Reach: This metric demonstrates how many people see your ad. It shows the number of unique views a particular ad receives. Engagement (rate): Usually displayed as a percentage, the engagement rate shows how many people interact with an ad. This could be something as simple hovering over an ad, or more complex, like filling in a search-banner. Click-through rate (CTR): The total number of people who click on the ad after seeing it. Measuring the success of your display advertising depends on the types of campaigns you are running and your chosen KPIs. Cost-per-click (CPC): Total cost divided by the number of users clicking on the ad. Cost-per-mile (CPM): Cost per thousand impressions. Cost-per-acquisition/action (CPA): The overall campaign spend divided by the total number of conversions. It allows an advertiser to pay for a specified action from a prospective customer. Return on investment (ROI): The difference between the total revenue generated from your campaigns and total cost of running it in order to calculate the net profit. Post view conversion: When a user doesn’t click on a display ad but is influenced by it and returns to a site and then proceeds to convert. Post click conversion: When a user clicks on a display ad and proceeds to convert on a site. Source CLICK HERE But there are also cons Ad Blockers: Ad blocker technology has risen in popularity over the last few years. Many brands and media outlets have tried to circumvent this, however, by giving users the option of allowing ads or purchasing a subscription. Banner Blindness: Because of the prolific nature of display ads, many users have come to ignore them completely. This means a lower click-through rate. However, this can be circumvented using remarketing and rich media ads. So, shall we keep on creating display ads? The key point is to create display ads that target the right audience with the right message, to consistently increase brand awareness and ROI. What Are The Benefits Of Display Advertising? Speed: Display advertising is generally quicker to deploy, adapt and pause than any other media. Targeting: Hyper-targeted to relevant users based on real time data. Coverage: Reach the majority of the global market on multiple devices via the network chosen. Formatting: Dynamic delivery of content within ads – video, rich and standard formats. Data Measurability: Indepth data allows for improved performance over time. Cost: Low-cost means for advertisers to engage with large audiences and established communities. A deeper understanding TOP Banner sizes and how common they are 12% TOP Performer banner sizes 89% of all ad impressions are made up of these 4 sizes: Display Ads Examples Best-in-class Display Ads Clear call to action Shop Now, Sign-up Now, Apply Now. Clear messaging One key benefit. Large mobile-friendly text. Clear branding Know the brand without reading the text. Responsive ads fit all screens and sizes GIFs Countdown Ads Time-Based Ads 10am - 12pm Weekday Weekend 4pm - 6pm 12am - 2am Location & Weather-Based Ads 1 Different messages based on weather Hot 25 - 30 Degree Cold 0 - 10 Degree Snowy -5 - 0 Degree 2 Display real time temperature in creative Gmail Catalogs Location Extensions Be relevant with ads that direct nearby shoppers to your physical stores What is a HTML5 banner ad? Put simply, a HTML5 banner is an ad that uses the same coding language used to design and control webpages. HTML5 banners are therefore coded, updatable and interactive – unlike static banners. For example, within a HTML5 banner ad, text, images, video, and JavaScript are easily editable, much in the same way as any webpage. Thus basic HTML5 banner ads can be coded to automatically optimize to look perfect for every device and website. Animated HTML5 Ad Animated HTML5 Ad The concept of AB or multivariant Test Creating an ideal banner from the get-go, that will perform perfectly, is pretty much an impossible task. There’s no such thing as improving without adapting. Progress comes with change, and we all know what that means A/B testing. Experiment with all the elements of your online banners and see which one works best. Play with the headline, CTA, the colors, the copy and even the size of your banner. A/B testing example: color background Red format 300x600 White Format 300x600 POS Impressions Clicks CTR Sessions New users % New users POS Impressions Clicks CTR Sessions New users % New users ES 529193 2907 0.55% 962 545 56.65% ES 662814 2658 0.40% 798 515 64.53 % Spent Spent US$ 1,219 CPM US$ 1,27 US$ 1,310 CPM US$ 1,64 Sales Transactions Sales Transactions US$ X No. X US$ X No. X The A / B Testing of these 2 formats was carried out under identical conditions, allowing the platform to optimize according to the behavior presented by each creative. The importance of a good landing page in online display advertising First of all, having a dedicated landing page for any advertising campaign is crucial. You could get away with sending all your traffic to your homepage and still get some benefits from your display advertising campaigns. Having a custom landing page with tailored content specifically designed to work for your campaign will greatly increase the performance of your campaigns. Think of your banner ads as an extension of your landing page. In terms of overall design, your banners and landing page should closely resemble each other, this way you prevent any confusion if someone clicks your banner and lands on your page. Use the same design, graphic elements, colors & fonts for both the banner and landing page designs. Message Match! The content on the landing page should be in sync with your messages on your banners. After you grabbed your visitors’ attention, the landing page should explain the value of the offer in a clear manner. Exercise Create a Google Ads Display campaign to promote Iberia’s Disneyland Paris packages, focusing on generating brand awareness and interest in the package offering. BRIEF: Iberia Airlines is launching a promotional campaign for their Disneyland Paris packages, which include flight tickets, hotel accommodations, and park passes. Your task is to create a Google Ads Display campaign to increase brand awareness and interest among potential customers. You will use Google Ads to set up this campaign, targeting relevant audiences and creating compelling ad visuals and messages. Don’t launch the campaign but send the screenshot of the review step/page (see below) to [email protected]. Thanks! Targeting Targeting Criterias Detailed Demographics: Reach users based on long-term life facts. Keyword Targeting: The ad will be placed alongside content on websites that contain any target keywords defined. Placement Targeting: This allows you to choose which website(s) your display ads appear on. For example, if you’re targeting a fashion audience, you can have your ads display on specific websites such as Vogue or Elle (Whitelisting) Topic Targeting: Allows to target a group of websites that fit within a certain topic. Interest Targeting: Serve display ads based on what users are entering into the search engine. Audience Targeting: Allows you to target users who have already visited your website (remarketing). Google use the following categories: Affinity: Reach users based on what they're passionate about and their habits and interests. In-Market: Reach potential customers while they're actively browsing, researching, or comparing the types of products you sell and are close to a conversion. Connect with those most interested in what you have to offer, using precise segments that classify users based on their demonstrated inmarket behavior and purchase intent. Custom Intent audiences Define and reach people that have the intent to purchase, updated in real-time. Simply enter keywords or URLs that best represent your audience or choose from one of our auto-created audiences. Similar Audiences Similar Audiences finds users that are similar to an original remarketing list or other uploaded compatible list. It finds users that are similar in profile based on their recent browsing and interests around different topics. Measurement Measuring the success of your display advertising depends on the types of campaigns you are running and your chosen KPIs. The metrics for display advertising measure how often your ad is seen, how effective is it at catching the eye, and whether your ad brings in revenue for your business. Impressions: Impressions represent the number of times an ad appears on a web page. An impression is simply a record of views. Reach: This metric demonstrates how many people see your ad. It shows the number of unique views a particular ad receives. Engagement (rate): Usually displayed as a percentage, the engagement rate shows how many people interact with an ad. This could be something as simple hovering over an ad, or more complex, like filling in a search-banner. Click-through rate (CTR): The total number of people who click on the ad after seeing it. Measuring the success of your display advertising depends on the types of campaigns you are running and your chosen KPIs. Cost-per-click (CPC): Total cost divided by the number of users clicking on the ad. Cost-per-acquisition/action (CPA): The overall campaign spend divided by the total number of conversions. It allows an advertiser to pay for a specified action from a prospective customer. Return on investment (ROI): The difference between the total revenue generated from your campaigns and total cost of running it in order to calculate the net profit. Post view conversion: When a user doesn’t click on a display ad but is influenced by it and returns to a site and then proceeds to convert. Post click conversion: When a user clicks on a display ad and proceeds to convert on a site. Creating and managing display campaigns in Google Ads With Google Display ads as your advertising ally, you can reach over 90% of global internet users across more than three million apps and websites. Google Display Network’s (GDN) targeting options help finding the right audience to whom then strategically show the ad at the right place and at the right time. How to start Sign in to Google Ads account and select new campaign tab. Then choose the goal that you want the campaign to fulfill: Campaign types determine where customers see your ads and the settings and options available to you. If you change the goal, the “campaign type” suggested change. Website and create conversion action The next step involves selecting the ways you would like to reach your goal. This allows you to customize your campaign set-up process to focus on settings and features that can help you get the custom actions that matter to your business. You need to enter your business’ website: Select locations Locations help you target ads to people located in a specific are. You also have the option to restrict locations, whe By targeting specific languages, you can restrict where your ads can appear based on the user’s language settings and the language your website is in. Google Ads preselects ‘English’ as the language, you can, however, choose another language Select bid strategy and a daily budget Your bidding strategy determines how you pay for users to interact with your ads: You can select a manual CPC bid, which allows you to choose the exact amount you want to bid for ad clicks. However, with the manual option, the selected bid amount isn’t adjusted daily for changes in traffic, and you won’t be able to use machine learning to optimize the bid amount based on your ad performance. Selecting the ‘automatically maximize clicks’ option allows you to get the most clicks while spending your full budget. More settings Rotating ads helps you avoid monotony for users so they don’t end up seeing the same display ad repeatedly. The tracking template is the URL you want the ad click to go to for tracking. You can use URL parameters to customize your final URL. When your ad is clicked, this information is used to create your post-click landing page URL and track user activity on it. More settings Content exclusions allow you to opt out of showing your display ads on content that doesn’t fit with your brand ima Ad groups help you conduct more accurate targeting, by organizing each ad group around a specific message or the Select automated targeting Automated targeting helps you expand your targeting options to find new customers: Demographic targeting allows you to reach people who are likely to be in demographic groups that you choose, such as age, gender, parental status or household income: With automated targeting, you can get more conversions without inviting additional costs. As display ads are part of Google Ads’ contextual engine, it has the capability to place your ads on the most relevant web pages at the right time. Create your ads We are now ready to create our Google display ad: You can advertise the following types of display ads with Google Ads: Text ads Image ads Animated ads: Animated ads are similar to gifs. The animation ads must stop after 30 seconds. The ads can loop or repeat, but the animation needs to stop at the 30-second mark. Rich media ads Video ads: The Google AdWords interface lets you run video ads on Youtube and the Display Network. Your potential customers can see your video ad content before, during or after their video content. Mobile ads: With Google Ads, you can exclusively target mobile users. As more users spend time on their mobile devices, targeting mobile users is a must. Gmail sponsored ads: Gmail sponsored promotions (GPS) only show up in personal Gmail boxes. These small ads look like emails. The ad can accommodate 25character text headline and 100 characters of body text. Fundamentals of Display Advertising Session 12 APPENDIX DISPLAY ADS CREATION The process simplified in few steps Firstly, (ideally using a HTML5 ad builder tool) assemble image and text elements to create your first banner, or master creative.. The master creative acts as a template for all the sizes in your campaign. The basic design principles for creating a good display ad are: Step 1 MASTER CREATIVE Colours that matches your brand identity and inspires the right emotion. Copy that is readable and contrasts with your background. High quality and relevant images. Having a logo that is clear and stands out. And of course, a call-to-action (CTA) button to drive clicks. Today, even the most basic banner ad must contain these fundamental elements to engage a consumer. Note: You can create banners from scratch but this a difficult and repetitive process. And requires both expert coding and design skills! Plus, producing a campaign manually takes a long time, as each banner must be individually coded and reproduced. It is not recommended. Next, mass produce, or scale-out your ads into the different ad sizes your campaign requires from the main master piece. Step 2 SCALE Unfortunately, when scaling, each ad must be made separately. It is not a simple job of copy and paste, nor dragging a box. Manually, this repetitive task can take hours, or even days! However, today there is software available that automatically optimises and codes banners. The smart scaling feature of a creative management platform (CMP), such as Bannerflow, which uses learning algorithms to automate the scaling process, is the best practice option. It is also important not to neglect mobile formats. Finally, publishing! Step 3 PUBLISH At this point, all your HTML5 banners must be optimized to the specific sizes offered by a chosen ad network or ad exchange. You have to be sure that most devices will display your ads correctly when your ad is served. Again, uploading display advertising individually is another repetitive task that it is worth avoiding. If you use a CMP to create your display ads you may benefit from direct integrations with ad networks and ad exchanges. Thus, you can publish and control ads at the push of a button. Step 4 MEASURE Once you have published your displays ads, it’s important to analyze the effectiveness of the campaigns. Measure campaign costs, conversion rates, and continually A/B test to determine what imagery and messaging is working for your brand. Remember! Do not forget to build a post-click landing page to link to. Studies have shown that creating a visual link between ads and landing pages creates a sense of continuity and improves results. Note: Display campaigns often require more stages than the four steps we have reduced it to here: editorial collaboration, translation of campaigns in other languages, and ad scheduling – not to mention media buying, multivariate testing and optimisation of live ads! REMARKETING Dynamic remarketing is a feature that automatically creates display ads that include images, price, and a text of your choice, all based on your users’ behavior. Dynamic remarketing display ads Dynamic ads are very common for e-commerce sites, giving them the possibility to re-target their audience based on the actual product or service viewed on the website. Basically, the banner ad layout is based on a template and all other information is added dynamically from a data feed. The data feed is a list of all the products or services which includes all the required attributes for a banner to be created. Steps to create a remarketing campaign in Google 1. Access your Google Ads and get your Google Ads tag to be set up in your website 2. Create one or more remarketing lists 3. Create a campaign by selecting the remarketing list that you want to associate 4. Create a variant of your ad, you can experiment with A/B or multivariate testing 5. Activate the campaign and track it For Remarketing campaign we usually measure the CPA Get your Google Ads tag to be set up in your website Get your Google Ads tag to be set up in your website How to build a remarketing list Sign in to Google Ads > Click the tools icon > Shared library > Audience manager > Create remarketing lists, by clicking the blue + sign in the top left corner. It opens the drop-down menu to select the source you want your list to be built on, your options being: 1. Website Visitors (Users that have visited your website or any landing page) 2. App users (Users that downloaded your mobile app) 3. Youtube Users (Users based on channel or video interactions) 4. Customer list (The list is based on collected customer data) 5. Custom combinations (Created from multiple retargeting lists)