Day 8 - Display Advertisement

DISPLAY ADVERTISING

by Tuhin Ghosh

MBA (XLRI), Guest Faculty (IIM-L), Digital Marketing
Strategist and Consultant

DISPLAY ADVERTISING

INTRODUCTION

Display Advertising – Day 8

DISPLAY ADVERTISING > INTRODUCTION

Display advertising is older than search advertising. However only in the recent times it gained the huge
prominence, in not only engaging the first time visitor but also plays major role in bringing the customer
back and re-engaging with them.

DISPLAY ADVERTISING

OBJECTIVES

Display Advertising – Day 8

DISPLAY ADVERTISING > OBJECTIVES

At the end of this module, you will be able to:

o Understand the significance of display advertisement and

benefits of Google Display network

o Have a working knowledge about Adsense and DoubleClick
o Plan display campaigns and select the different targeting

options appropriately

o Interpret the different reports and metrics and use them to

optimise the campaigns and Ads

DISPLAY ADVERTISING

GOOGLE DISPLAY NETWORK AND
PARTNERSHIPS

Leveraging the Reach

DISPLAY ADVERTISING > REACH OF GOOGLE DISPLAY NETWORK

Largest reach globally
90% global reach and 94% US reach
89% of Smartphones in USA
Ad impressions are in TRILLIONS

So make sure display network forms a part of your digital
advertisements.

Source: Think With Google / Data: Comscore, 2013

DISPLAY ADVERTISING > WHY GOOGLE DISPLAY NETWORK

Build your Generate Awareness Increase Sales Drive Loyalty
Ads
Select from Ad templates Increase offers and Emotionally connect to
or create Ads from scratch discounts leave a lasting impression

Target Use topics targeting, Let AdWords find the best Use remarketing
your geographic targeting and placements for your Ads campaigns for your repeat
Potential interest category targeting visitors
Customers Measure your ROI with
Manage Maximize clicks with conversion tracking Use reports to find when,
your automatic bidding tool where and for whom your
Campaign Conversion tracking and Ads are most effective
Use Reach and Frequency conversion optimizer tool
Track your reporting Track exact customer
Investmen behavior using Google
Analytics
t

DISPLAY ADVERTISING > GOOGLE DISPLAY NETWORK PARTNER SITES

DISPLAY ADVERTISING > DISPLAY AD TYPES

DISPLAY ADVERTISING > BENEFITS OF GOOGLE DISPLAY NETWORK

CONTEXTUAL: Get the relevant content to the highest

engaged audience

MEASURABLE: You can measure branding and direct

response goals and optimise performance.

TRANSPARENT: You will know what is working and what is

not.

CUSTOM NETWORK: You can ‘place’ your Ads in front of the

‘right’ audience.

ENGAGEMENT: Images and video can drive more

engagement if they are compelling enough

DISPLAY ADVERTISING

DOUBLE CLICK AND ADSENSE

Using the Publisher and Ad

Network

DISPLAY ADVERTISING > ABOUT ADSENSE

An advertisement placement service by Google.
Advertisers can make Ad space available and can earn

money as per clicks, impressions and referral.

It does not have any minimum traffic requirement-

anybody can sign up.

Have been a primary revenue earner for lot of bloggers

and content heavy websites.

DISPLAY ADVERTISING > USING ADSENSE

Make Your Ad Bidding Selects the Zero Payment
Spaces Available Ad Hassles

 You have a great blog  In a real time auction, all  Google Adsense
with quality traffic. of your interested program handles the
advertisers bid for your billing and payment
 Monetize it by freeing space, amongst which process.
some space wherein you the highest payer get the
shall allow relevant Ads opportunity.  Zero risk of losing
to appear. money.
 Peace of mind with
 Copy and paste the Ad maximum returns.
code on your blog page.

DISPLAY ADVERTISING > OPPORTUNITIES IN ADSENSE

Content: Get revenue from all your content. Control type and location of the Ads on your page. Derive
detailed insights and matrix for maximizing ROI.

Search: Google Custom Search Ads delivers Ads from search focused advertisers. Allows your users to
search your entire web-page content.

Video: TrueView video Ads give your viewers’ choice and control with innovative and helps in gaining higher
yield. You can manage all your display, video and mobile advertising by easy integration with DFP Small Business
.

Mobile: Robust targeting ensures Ads are relevant to your mobile content and audience.AdMob enables you
to monetize through the mobile Apps that you develop.

Games: Access a network tailored by Google for web-based games.Provide your gamers with the best
experience by controlling Ad display time and space.

DISPLAY ADVERTISING > WHY ADSENSE?

Access to
Advertisers

Mobile High Quality
Interface Ads

Reporting Robust
Tools Targeting

Flexible Ad
Control

DISPLAY ADVERTISING > DOUBLECLICK AD EXCHANGE

In DoubleClick Ad Exchange (AdX) program, wherein an actual
marketplace is provided to buy and sell display advertising space.
Works based on real-time auction like a stock exchange.
Participated by largest online publishers including entertainment and
news sites.
Stakeholders also include Ad networks and agency holding companies.
Individual publishers having access to this marketplace for their
advantage.

DISPLAY ADVERTISING > DOUBLECLICK AUCTION PROCESS Source: Searchengine journal

Publisher offers Ad inventory to AdX.
AdWords auctions to select the best Ad unit.
Calculation of the appropriate Ad Exchange bid by considering Ads’ bid and
applying AdWords revenue share.
This bid is compared with the other advertisers’ bid in AdX. Bids not
meeting minimum conditions are ignored.
AdX takes all eligible bids and runs an auction.
If AdWords win then the Ad or Ad unit gets a place in AdX.

DISPLAY ADVERTISING > DOUBLECLICK BENEFITS

For sellers in AdX: They get access to more advertisers and

benefit from simplified reporting and payments.

For buyers in AdX: They get maximum access to Ad inventory

and have high control.

For AdWords Advertisers: It provides them access to all the

Ad space in Google Network and AdX.

For Adsense Publishers: It makes their Ad space available to

certified networks without having to log-in AdX.

DISPLAY ADVERTISING

CAMPAIGN CREATION AND
STRUCTURING

Starting the Display Campaign

DISPLAY ADVERTISING > PLANNING FOR YOUR DISPLAY CAMPAIGN

Identify Goals The goals can be that of brand awareness or direct response.

Target Use different targeting like Contextual (matching keyword to the content of a page), Placement (specific
Audience websites, web pages), Interest , demographics, location, time etc.

Customised Customise your Ads as per the product specifications and customer needs.
Ads

Bid and Budget Select between CPC, CPA, CPM bidding and ensure that you stay within your budget.

Performance Make use of all the Google provided tools and features to analyse and ideate how your Ads are standing out
Management against others.

DISPLAY ADVERTISING > SETTING UP YOUR DISPLAY CAMPAIGN

Name your Campaign based on your Ad group or theme
Choose Display Network only or Search Network with

Display select, based on audience

Customize the device type, and the location or language
Select manual or automatic bidding and CPM, CPC or CPA

pricing model

Include other information like location information, links to

pages on your website, and your phone number using
Extensions.

DISPLAY ADVERTISING > SETTING UP YOUR DISPLAY CAMPAIGN

Campaigns with all features enabled allows you to

access Advanced settings including:

Ad Scheduling
Ad Rotations
Demographic Exclusions
Social Settings
IP Exclusions
Frequency Capping
Automatic Campaign Optimization

DISPLAY ADVERTISING > SETTING UP YOUR DISPLAY CAMPAIGN

Bidding depends on the goals set the type to Max CPC, Max CPM,

CPA etc.

Keep a close look at the Quality score which is affected by keyword

relevance to the display network chosen, Ad’s performance and
quality of landing page.

Use keyword contextual targeting by linking keywords to your

product or service, your audience and content and keywords of the
targeted site page.

Use managed placements to hand picked sites and lower or

increase bids on some placements which are performing well.

DISPLAY ADVERTISING > GOOGLE AD GALLERY

Formerly known as Display Ad Builder
It can create Ads:

Dynamic Ads
Lightbox Ads
Video Ads
General Purpose Ads
Gmail Ads

DISPLAY ADVERTISING > BENEFITS OF AD GALLERY

Free Ad Template: You can create Ads within minutes.
Customisable styles: You can create different variations

and sizes.

Differentiate: You can use to differentiate product, brands

and logo.

Increase Campaign Effectiveness: Once you start running

campaigns you can keep changing into forms like animations
and visual effect to make it more effective.

Industry Standard Template: You can create Ads as per the

specifications set by organisations like IAB.

Source: Adstage.io

DISPLAY ADVERTISING > BEST PRACTICES FOR DISPLAY CAMPAIGNS

Keep Measuring KPIs
Monitor Keywords
Evaluate Placements for Conversion
Connect Creative to Response
Let direct response be separate campaign

DISPLAY ADVERTISING

KEYWORD AND TARGETING

Using Display Planner

DISPLAY ADVERTISING > KEYWORD TARGETING IN DISPLAY NETWORK

Keywords in display network works in the same principal of

connecting your Ads with users most interested in your
product or service.

Instead of user’s search term it matches with the relevant

website pertinent to the keywords

Accordingly it displays the Ad

DISPLAY ADVERTISING > USING DISPLAY PLANNER

Find targeting ideas
Find top placements by locations
See insights and forecast about the targeting

DISPLAY ADVERTISING > FIND TARGETING IDEAS

Search using phrase, website or category
It gives a broad selection of ideas
You will be able to anticipate the traffic
Tool generates the best ideas with the keywords that you put

DISPLAY ADVERTISING > FIND TOP PLACEMENTS BY LOCATIONS

Campaign targeting allows you to select location and language.
Filter your Ad formats and sizes.
Select the best suited Bidding type.
Narrow your search by choosing domains more relevant to your

business by selecting the Topic option.

DISPLAY ADVERTISING > USE TOPIC TARGETING

Used to target contents of pages related to your product.
You can use it in combination with individual placement

and keyword targeting

It can be used to reach broader audience quickly
Prevent your Ads to appear in pages that are not doing

well and are unrelated to your business.

DISPLAY ADVERTISING > USE INTEREST TARGETING

Reach to the audience based on their interest.
You can select between

Affinity Audiences
Custom Affinity Audiences
In market audiences
Helps in increasing awareness and reach.
It can be also targeted to a operating system, device and

wireless network.

DISPLAY ADVERTISING > REMARKETING

Reach to the audience who visited your website.
It increases conversion as the customers may decide on

your product later on

Pixels (codes) are added to your website to follow lost

visitors.

DISPLAY ADVERTISING > REMARKETING BEST PRACTISES

Segment your audience
Set frequency capping
Add conversion tracking
Optimise placements for profit
Choose the correct code
Have dedicated landing page

DISPLAY ADVERTISING

METRIC AND ANALYSIS

Optimise and Improve

DISPLAY ADVERTISING > MEASURE PERFORMANCE

If you do not get desired If you are focused on Use Campaign Subtabs
results Direct Response
Check the following:
 Are your Ads approved? Check the following metrics:  Campaigns
 Ad Groups
 Are your bids low?  Conversion rate  Settings
 Cost per conversion  Ads
 Are your campaigns and  View through conversions  Keywords
Ads active?  Ad Extensions
 Cost per acquisition  Dimensions
 Do the placement accept  Display Networks
your Ad size?

 Are the Ads “Family Safe?

DISPLAY ADVERTISING > OPTIMISE PERFORMANCE

Extend Reach Optimise Bids Ad Scheduling Use Placement Report

 Increase bids on those  Implement demographic  Schedule specific bids with  Identify converting sites and
achieving placement goals bidding for best performing multipliers at certain hours or allocate budget
ones days of week
 Identify performing Ad  Optimise Ads or keywords
groups and extend them to  Adjust bids at site level  Schedule to make your Ad to prevent appearing in
associated Ad groups. for managed and show in specific times to irrelevant site
automatic placements increase conversions
 Identify and expand similar  Use managed placements
placements for those which  Allow tweaks to show
are performing change  Sites not meeting ROIs:
either exclude them or lower
bid

DISPLAY ADVERTISING > USE TOOLS FOR OPTIMISATION

Display  Automatically optimizes both targeting and bidding to help you find additional conversions for your
Campaign
Optimiser Display Network campaigns

 You need to have 15 conversions per months for this tool to work
 Determines appropriate placement at appropriate price

Conversion  According to your business goals you can set flexible bid strategies like target CPA, enhanced
Tracking
CPC and target ROAS.

 Make more informed decisions by understanding your ROI.
 Check the best performing keywords, Ad, Ad groups and campaigns.
 Check your audience response based on browser or device

DISPLAY ADVERTISING

CASE STUDY

Driving Awareness and Bookings
for Homes

DISPLAY ADVERTISING > THE APPROACH

Client: A developer of green homes with sustainable and eco-
friendly features
So far it used only vertical search like Magic Bricks, 99 acres, Common floors to promote
its homes
But in these verticals it was perceived to be just another property
It wanted to position itself in the eco-friendly domain and get the right set of people who
appreciate such values

DISPLAY ADVERTISING > THE APPROACH

Marketing team chose a combination of Search and Display based and
Specific target and behaviour categories were chosen related to green homes and

global travel (as they appreciate such features)

Using managed placements and re-marketing where the value of the properties were

communicated beyond just the price and locations advantages

Different conversion tracking parameters were set for judging the different actions showing

interest in the properties

Every fortnight the campaigns were optimised based on the Direct response KPIs

DISPLAY ADVERTISING > RESULTS

CTR increased from less than 1% to 2.3%
Cost per lead came down by 40% over a six month period
16% of enquiries converted to site visit
65% of the sales number were directly attributable to the direct response campaign.

Sales grew by 130% in 6 months

DISPLAY ADVERTISING

ASSIGNMENT

Getting Hands on With
Display Planner

DISPLAY ADVERTISING > ASSIGNMENT

 Set ONE goal for your display advertisement
 Locate display planner in your AdWords account
 Search for targeting ideas based on words , websites and categories
 Put your campaign location and language, bid types, available Ad formats and relevant topics to

get top placements

 Get the inventory details
 Get the performance forecast
 See if it matches your goals-else tweak the setting like placement, targeting etc.
 Present the plan

DISPLAY ADVERTISING

CHECK YOUR
UNDERSTANDING

DISPLAY ADVERTISING > CHECK YOUR UNDERSTANDING

1. One of the compelling reasons that display advertising should be part of the digital advertising is

a. It is 10% cheaper than search advertising
b. It reaches to more than 90% internet population globally
c. It brings 20% plus more ROI than other channels
d. This is the only channel which provides remarketing

Display reaches out to more than 90% of people in internet.
The others options may not be always true

DISPLAY ADVERTISING > CHECK YOUR UNDERSTANDING
2. You can run Text Ads in Google Display network.

a. True
b. False

You can run text Ads in partner sites for GDN

DISPLAY ADVERTISING > CHECK YOUR UNDERSTANDING

3. What can be a contextual targeting in Display advertising?

a. Targeting specific websites or pages within a website
b. Matching keyword to the content of the page
c. Match interest
d. Targeting particular location

Contextual targeting as it means in Google Display Ad is connecting the
keywords with the contents of page