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