display advertising- 5 key components that boost campaign success

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Display Advertising Boosting Campaign Success ©2013 WSI. All rights reserved.

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Display Advertising- how to boost your changes of campaign success

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Page 1: Display advertising- 5 key components that boost campaign success

Display Advertising

Boosting Campaign Success

©2013 WSI. All rights reserved.

Page 2: Display advertising- 5 key components that boost campaign success

©2013 WSI. All rights reserved.

• All lines are muted

• Submit questions via dashboard

• Q&A session at end

• Webinar is being recorded

Page 3: Display advertising- 5 key components that boost campaign success

5 Key Components

1. Audience Reach

2. Ad Design

3. Targeting Strategies

4. Remarketing

5. Measurement and Metrics

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Page 4: Display advertising- 5 key components that boost campaign success

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

Page 5: Display advertising- 5 key components that boost campaign success

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

Page 6: Display advertising- 5 key components that boost campaign success

Full Funnel Marketing

Awareness

Interest

Consideration

Purchase

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Brand Response

Direct Response

Page 7: Display advertising- 5 key components that boost campaign success

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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Page 8: Display advertising- 5 key components that boost campaign success

Types of Display Ads

There are 4 main types of display ads

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Text Image Video Rich

Media

Page 9: Display advertising- 5 key components that boost campaign success

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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Page 10: Display advertising- 5 key components that boost campaign success

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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Page 11: Display advertising- 5 key components that boost campaign success

Creativity and Design

• 67% of Display Banners are 3 sizes

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Page 12: Display advertising- 5 key components that boost campaign success

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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Page 13: Display advertising- 5 key components that boost campaign success

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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Page 14: Display advertising- 5 key components that boost campaign success

Targeting

Advertising is about reaching

the right person

at the right time

with the right message

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Page 15: Display advertising- 5 key components that boost campaign success

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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Page 16: Display advertising- 5 key components that boost campaign success

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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Page 17: Display advertising- 5 key components that boost campaign success

Interest Targeting

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Page 18: Display advertising- 5 key components that boost campaign success

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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Page 19: Display advertising- 5 key components that boost campaign success

Landing Page Conversion

Deliver key brand message

Guide & funnel towards a purchase

Split testing

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Page 20: Display advertising- 5 key components that boost campaign success

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%

Page 21: Display advertising- 5 key components that boost campaign success

Dynamic Remarketing

• For retail advertisers

• Users see personalized creatives of the products they viewed on your site

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Page 22: Display advertising- 5 key components that boost campaign success

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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Page 23: Display advertising- 5 key components that boost campaign success

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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Page 24: Display advertising- 5 key components that boost campaign success

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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Page 25: Display advertising- 5 key components that boost campaign success

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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Page 26: Display advertising- 5 key components that boost campaign success

©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

Page 27: Display advertising- 5 key components that boost campaign success
Page 28: Display advertising- 5 key components that boost campaign success

©2013 WSI. All rights reserved.