Online Advertising
Prof Bansal
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Chapter Objectives
• Describe the role of publishers and advertisers in an ad network.
• Types of banner ads
• Distinguish among CPC, CPM, and CPA bidding strategies.
• Use the Google Ad Planner to identify target audiences for your ads.
• Types of targeting on Google Display Ad Planner
• Create a test to determine which of two ads is more effective.
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Increase sales
Improve brand awareness
Objectives
of Display
advertising
Engage customers
Raise share of voice in the
marketplace
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Creating customer demand
Creating customer demand is a three-step
process: inform, persuade and remind.
Advertising needs to convince them that they
want something and let them know why they
should want it.
Online advertising provides a great way to
communicate the unique selling points (USPs) of
a product, helping to stimulate demand and
reminding consumers about the product and why
they want it.
Figure 12.3.2: A banner
ad that creates demand for a new
product
Adapted From Screenshot, Apple iPhone x
Ad, 2017
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Banner
Adverts
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• A banner advert is a graphic image or
animation displayed on a website for
advertising purposes.
• Static banners are in GIF or JPEG format,
but banners can also employ rich media
such as video, JavaScript, HTML5 and
other interactive technologies; these
allow the viewer to interact and transact
with the banner.
• Banners are not limited to the space that
they occupy; some banners expand on
mouse-over or when clicked.
Standard banner sizes available on Google Display Network
• There are standard
sizes (measured in
pixels) for static,
animated and rich
media banner adverts.
• Creating banners in
these sizes means the
ads can be placed on
many websites;
• All sizes are in pixels,
(Width × Height):
Banner (468 ×
60)
Mobile
leaderboard
(300 × 50)
Leaderboard
(728 × 90)
Small square
(200 × 200)
Skyscraper
(120 × 600)
Wide
skyscraper
(160 × 600)
Square (250 ×
250)
Medium
rectangle (300
× 250)
Large
rectangle (336
× 280)
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Types of
banners
1) Interstitial banners:
- banners shown between
pages on a website or,
more often, between
screens on an app. As you
click from one page to
another, you are shown
this advert before the next
page is displayed.
Sometimes the advert can
be closed.
- Interstitial
advertisements are fullscreen ads that cover the
interface of a host
application.
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- They appear during
transition points that
naturally occur while users
engage with the app.
Types of
banners
2) Pop-ups and pop-unders: are adverts
that pop up, or under, the web page
being viewed. They open in a new,
smaller window.
You will see a pop-up straight away,
but will probably become aware of a
pop-under only after you close your
browser window.
Now ‘pop-up blockers’ built into most
good web browsers.
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3)
Types of
banners
Floating adverts:
> This advert appears in a layer over the content
but is not in a separate window.
> Usually, the user can close this advert. In fact,
best practice dictates that a prominent close
button should be included on the advert, usually
in the top right hand corner.
> Floating adverts are created with DHTML or
Flash and float in a layer above a site’s content
for a few seconds. Often, the animation ends by
disappearing into a banner advert on the page.
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Types of
banners
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4) Wallpaper adverts:
> This advert changes the background of the
web page being viewed.
> It is sometimes possible to click on an advert
of this type, but not always.
> The effect of these adverts is difficult to
measure as there is often no clickthrough and
its chief purpose is branding.
5) Map adverts:
> This is advertising placed on an online map,
such as Google Maps.
> This type of advert is ideal for local
businesses and is usually based on keyword
searches for the brand’s offering.
6) Video adverts:
It starts to play on mouse over, or on
arriving at a site.
Types of
banners
7) Native content:
> It is the online version of Advertorials.
> This is where the advertiser produces
content that is in line with the editorial
style of the site, but is sponsored or in
some way product endorsed by the brand;
video is an increasingly popular method of
native advertising.
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> Great examples of this exist on
Buzzfeed.com.
Types of
banners
8) Sponsored Content:
> This advertising exists at the bottom of
articles you read online.
> This is where the ‘suggested articles’
posts appear and in most cases, this is
paid-for promotion.
> Advertisers pay to have their content
promoted under certain categories of sites
or articles.
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CPM
Payment
models for
display
advertising
CPC
CPA
Flat rate or sponsorships
CPE
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Pros Vs Challenges on display ads
• Online advertising can take
advantage of the emotive
qualities of images, videos and
animations.
Some campaigns are better suited
to images than plain text.
Challenges:
 Ad fatigue
 Ad blocker
• Higher levels of interactivity that
other forms of advertising cannot
achieve.
This allows your target market not
only to see your banner but also
to play with it.
Interaction builds a bond and
improves the chances of the
consumer remembering your
brand tomorrow.
• Highly measurable.
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Types of
targeting on
Google Display
Network
• 1-Placement targeting refers to the
option of choosing which websites
you want to appear on, thus giving
you the most control over where
you’re going to appear on the GDN.
This is effective for targeting a specific
demographic, and provides
advertisers with an opportunity to
look for websites geared towards
special interests that closely match
their target audience.
2-Contextual targeting is the most common targeting type, since it
utilizes the keywords related to the products and services offered by
the advertiser. You will firstly need to create a keyword list and Google
will do their best to display your ads on sites related to the keywords
you’ve provided.
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Types of
targeting on
Google Display
Network
• 3- Topic targeting allows you to
choose from an existing list of page
topics, meaning that your ads will
only display on pages about that
topic.
Topics are essentially the category
of the page the user is searching
on. E.g. lifestyle, beauty, home,
etc.
4- Interest Targeting
The list of interest categories available to advertisers is similar to the list of
topics, but this targeting method is very different from targeting by topic.
Interest targeting lets advertisers target the user, not the page content,
this means that the user might be looking at anything when your ad
appears (provided they’re on a site within the GDN).
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Types of targeting on Google
Display Network
• Google can only target interests if they have data on the user. Because of
this, “interest” targeting is often mobile-heavy. There are a couple of types:
• In-Market Audiences are users who are actively researching or comparing
products or services across the GDN. This audience is valuable, as they are
further down the funnel and are closer to making a purchase. A good example
of this is a Saab car dealer who targets folks who have been shopping for
BMWs. I have yet to see this work super-well, but I have really high hopes for
this targeting option. Also, advertisers can layer the in-market on top of their
remarketing lists to increase reach while maintaining relevancy.
• Affinity Audiences takes a broader view in allowing advertisers to target
users based on their interests. Unlike in-market audiences, these users are not
necessarily in the market to purchase a product at the moment.
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Display
Network
Diagram
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• Adwords / Double Click Ad Exchange
(Google)
Some
Display
Ad
Networks
• TribalFusion
• OpenX
• Specific Media
• Evolve Media / Crave
• Media.net
• Yahoo/Bing Ad Network
• AdBlade
• Advertising.com
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Take a Look at Some Real Ads
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Remarketing
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Remarketing Groups You Can
Target
• Everyone that has visited any page on the advertiser’s site
• Anyone that has visited only the advertiser’s homepage
• Visitors that did NOT make a purchase
• Visitors that added an item to the shopping cart
• Customers that made a previous purchase that the advertiser would like to
up-sell or cross-sell
• Visitors that have been to the advertiser’s site within a specific time period
(usually 30-90 days)
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Two types of remarketing
1-Traditional/Static remarketing: send everyone who viewed
one broad area, such as a category, to a landing page. This often
results in sending a visitor to a landing page that contains
information they aren’t interested in. As a result, they may end
up clicking away.
2- Dynamic remarketing allows to re-market in a more specific way,
sending visitors an ad that shows the specific product or information
about the specific page they viewed on their first visit.
Basically, dynamic re-marketing allows for personalized marketing,
which gives visitors exactly what they want and nothing more. More
personalized marketing typically results in a higher ROI because there
is a simple solution offered for the consumer’s problem or need.
https://support.google.com/adwords/answer/6178664?utm_medium=email&utm_source=best_practices&utm_team=ads-announcements&utm_campaign=20160928-bp-newsletter-b-&utm_content=CTAbutton&mkt_tok=eyJpIjoiTnpnNVl6ZGtNVEkyWldFeCIsInQiOiJ2ZWpidzlpc1dmU214Y2ZQM1JvQzhHelIzbGhneVFoOWRCcFFtdDRwN0xqVEdIUTZTcG4xMVNMdE96MkVwYVhyZlVPSGp2bmI0bzNPcTdaWnF4
Nm5uc1JoTDZWNHNBUGhMeFY4SThZRFR2VT0ifQ%3D%3D
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Dynamic Retargeting ads
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• 1. Pixel-based Retargeting
Two ways to
set
remarketing
ads
• These ads offer material to visitors who have
previously visited a site.
A small piece of Javascript code (known as a pixel),
that’s invisible to the end user is embedded into their
browser, adding a “cookie” from your site. Then when
that user leaves your site and heads on out into the
web, the cookie is activated through retargeting
platforms, and then offers advertisements to that
user based on the specific pages that they visited and
the content that they were interested in on your site.
• The best part about pixel retargeting is that it is
very specific. If a user visits a page on your site about
a specific product, then you can retarget that
customer with that very product in a day, a week, a
month, etc.
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• 2. List-based Retargeting
Two ways to
set
remarketing
ads
• Rather than relying on JavaScript cookies, these
ads work from a database that the advertiser
provides, generally either one that consists of
customers or leads depending on what’s available.
• Companies can then upload that list into a
platform that they wish to target advertisements
through, often a social media site like Facebook or
Twitter. The platform then cross references that list
with the list of email addresses that they have for
their users and targets ads for products based on the
input that the advertiser provides.
• There are a wide variety of ad networks that create
and manage retargeting advertisements, which can
be displayed just about anywhere on the net from
Facebook, to search engines, to individual websites.
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Remarketing
list
segmentation
in your
display
network
• A remarketing list is a subset
of your site visitors who are
segmented by their on-site
activities. For example, you
may want to show one ad to
someone who visited your
shoe store’s homepage, and
another ad to people who
visited a product-level page for
a specific pair of shoes.
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Segments of remarketing lists
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1. Reach Highly Targeted Audiences:
With remarketing, you can create highly targeted
and personalized ad campaigns depending on
which sections of your site a user visits, or even
which action she takes.
Your ad will show up to relevant users as they
browse other websites in your ad network based
on your bid and preferences.
Why does
remarketing
work?
2. Increase Conversion Rates:
Many visitors do not convert into an immediate
sale after the first visit to your website. This is
especially true for more complex purchases, such
as an enterprise software or professional
consulting services. When you remarket to
website visitors in your target audience, you can
keep these prospects engaged with your brand
and in your marketing funnel.
3. Lower Online Advertising and Cost Per Action
Costs: Retargeting ads are an extremely costeffective way to reach qualified prospects.
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What makes an effective Banner ad?
ATTRACT ATTENTION
COMMUNICATE
VALUE PREPOSITION
INVITE ACTION
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A/B Testing Banner Ads
Version A
Impressions: 20,000 Clicks: 160 CTR: 0.8%
Conversions: 4 Conversion Rate: 2.5%
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A/B Testing Banner Ads
Version B
Impressions: 20,000 Clicks: 185 CTR: 0.925%
Conversions: 5 Conversion Rate: 2.7%
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A/B Testing Banner Ads
Version C
Impressions: 20,000 Clicks: 225 CTR: 1.125%
Conversions: 8 Conversion Rate: 3.55%
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Three ways to stay consistent with
ads and landing pages:
Tout the same value propositions.
Consistent
Messaging
Use similar calls to action.
Enact the same design elements
(color scheme, characters, fonts,
imagery, etc.)
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