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Display Advertising- how to boost your changes of campaign success
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Display Advertising
Boosting Campaign Success
©2013 WSI. All rights reserved.
©2013 WSI. All rights reserved.
• All lines are muted
• Submit questions via dashboard
• Q&A session at end
• Webinar is being recorded
5 Key Components
1. Audience Reach
2. Ad Design
3. Targeting Strategies
4. Remarketing
5. Measurement and Metrics
©2013 WSI. All rights reserved.
Always Connected
Of Android / iPhone owners use an app before getting out of bed
35%
Wake up
59% of smartphone owners use mobile web while waiting
AM commute
71% of web traffic is Desktop
At work
51% of smartphone owners search for restaurants
Lunch
70% of tablet owners use their devices while watching TV
At home
Mobile Tablet Desktop
Audience Reach
92% of all US web visitors every month
©2013 WSI. All rights reserved.
Adsense publisher network
• 204M visitors/month
• 92% of U.S. internet users
• 317B impressions/month
• Hundreds of comScore
1000 sites
Doubleclick Ad Exchange
• Hundreds of premium
publishers, with hundreds of
millions of ad placements
available every day
Google O&O Properties
YouTube
• 108M U.S. visitors/month
• 1B+ video views/day
• 2nd largest search engine
• 5% of all online time spent
Google sites
• Finance 3.1M
visitors/month
• Blogger 8.1M
visitors/month
Display Network
Full Funnel Marketing
Awareness
Interest
Consideration
Purchase
©2013 WSI. All rights reserved.
Brand Response
Direct Response
Better Together
Search + Display campaigns
get 22% greater conversions compared to
search only campaigns*
*Iprospect & comScore real branding implications of digital media - august 2011
©2013 WSI. All rights reserved.
Types of Display Ads
There are 4 main types of display ads
©2013 WSI. All rights reserved.
Text Image Video Rich
Media
Text Ads
• Similar look-and-feel to Search Ads
• Unique to the Google Display Network
• 20% of all Google Display Network publishers are text only
• CPAs between text and display ads are comparable
©2013 WSI. All rights reserved.
Banner Ads
• Banner ads are most common
• Three most common sizes
– 300x250, 768x90, 160x600
• Static images or short animations
• More interaction = rich media ads
©2013 WSI. All rights reserved.
Creativity and Design
• 67% of Display Banners are 3 sizes
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Video Ads
• Click-to-play (CTP) ads play when the banner is clicked
• Pre-roll ads play prior to a video (YouTube, Hulu)
• Post-roll ads play after a video completes
• In-stream plays in the middle of a video
©2013 WSI. All rights reserved.
Rich Media Ads
• Have an interaction aspect to them
• Play a game
• Watch a video
• User participation
• Richer brand experience and engagement
©2013 WSI. All rights reserved.
Targeting
Advertising is about reaching
the right person
at the right time
with the right message
©2013 WSI. All rights reserved.
The Right Person
Geographic and Language
Targeting
• Target a specific area
• Local, metro, regional, or national
• Segment by language
Demographic Targeting
• Age
• Gender
©2013 WSI. All rights reserved.
The Right Time
Behavioral Targeting
• Recent online activities or interests
• Industry or interest categories
Placement Targeting
• Site specific
• Top publishers and premium sites
• Interest / Niche targeting
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Interest Targeting
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The Right Message
Contextual Targeting
• 92% of users at the time they are engaged in what they are interested in doing
• Keywords
• Frequency of phrases
• Page structure
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Landing Page Conversion
Deliver key brand message
Guide & funnel towards a purchase
Split testing
©2013 WSI. All rights reserved.
Remarketing
©2013 WSI. All rights reserved.
of people who visit a website
leave without completing
marketers’ desired actions
96%
Your Ad
Your Site
X -
of people abandon their
shopping cart without
completing a purchase
70%
Dynamic Remarketing
• For retail advertisers
• Users see personalized creatives of the products they viewed on your site
©2013 WSI. All rights reserved.
Track and Optimize
Successful campaigns require
Messaging that is consistent with your overall brand
Clear goals for each part of the conversion funnel
Brand Awareness campaigns
Direct Response campaigns
Selecting the proper metrics to monitor those goals
Tracking your campaign results
Making and testing changes to ads and landing pages and measuring impact on results
©2013 WSI. All rights reserved.
Key Metrics
Budget
• Total Monthly ad spend
Impressions
• Impressions + Remarketing Impressions
Clicks
• Landing page visits
Web Events
• Visitor clicks on specific website goals (forms, phone calls)
Conversion Rate
• Rate of web event goals reached over landing page visits
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Results
– Decreased monthly budget ($10k vs. $17k) – Decreased total impressions / clicks (lower by 5k clicks) – Increased web events (up 5k) – Increased Conversion rate (62% performance
improvement!)
©2013 WSI. All rights reserved.
5 Key Components
1. Display Advertising has a wide Brand Awareness reach of 92% of users, and can increase Direct Response campaigns with 22% greater conversions than search alone
2. Effective design is eye-catching, brand consistent, has a clear message and call to action.
3. Use combinations of targeting strategies to get the right message, to the right person, at the right time
4. Take advantage of Remarketing campaigns to bring back visitors who have not yet converted
5. Set campaign goals and measure and test the metrics that matter
©2013 WSI. All rights reserved.
©2013 WSI. All rights reserved.
• Provide advanced digital marketing solutions
• Businesses of all sizes and industries
• World’s largest network of Digital Marketing Consultants
• Service more than 80 countries internationally
• Industry winning solutions
• Corporate head office in Toronto, Canada
©2013 WSI. All rights reserved.