display advertising- 5 key components that boost campaign success

Display Advertising

Boosting Campaign Success

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5 Key Components

1. Audience Reach

2. Ad Design

3. Targeting Strategies

4. Remarketing

5. Measurement and Metrics

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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

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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

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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

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Types of Display Ads

There are 4 main types of display ads

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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

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Banner Ads

• Banner ads are most common

• Three most common sizes

– 300x250, 768x90, 160x600

• Static images or short animations

• More interaction = rich media ads

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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

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Rich Media Ads

• Have an interaction aspect to them

• Play a game

• Watch a video

• User participation

• Richer brand experience and engagement

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Targeting

Advertising is about reaching

the right person

at the right time

with the right message

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The Right Person

Geographic and Language

Targeting

• Target a specific area

• Local, metro, regional, or national

• Segment by language

Demographic Targeting

• Age

• Gender

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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

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Remarketing

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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

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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

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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!)

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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

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©2013 WSI. All rights reserved.

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