Geary LSF University Presents: Advanced Paid Media Lessons


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Geary LSF's VP of Paid Media, Liz Serafin, recently presented a class on Advanced Paid Media techniques and trends for the internal Geary LSF University initiative. These slides focus on Display Advertising, Paid Search (PPC), and various updates and tricks of the trade.

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  • Geary LSF University Presents: Advanced Paid Media Lessons

    1. 1. Advanced Display Media
    2. 2. Training Agenda • Advanced Display Tactics – Types of Display – Targeting • 3rd Party Data • Custom Audiences – Real Time Bidding • Display Creative • Ad Serving • Setting Display Metrics and KPI’s
    3. 3. Typical Roles of Digital Media Types 3 Awareness (Display, Social Advertising, Video) Consideration (Paid Search, Remarketing, Display, Social Advertising, Email) Conversion (Paid Search, Remarketing, Email) Loyalty (Remarketing, Email, Social) Advocacy (Social Advertising)
    4. 4. The Display Landscape 4
    5. 5. TYPES OF DISPLAY ADVERTISING Advanced Display
    6. 6. AdNetworks, Exchanges, and DSP’s Target the Right Audience at the Right Time: • Geographic Targeting • Behavioral Targeting • Demographic Targeting • Psychographic Targeting • Contextual Targeting • Look-A-Like Modeling RTB allows assignment of different values to each impression.
    7. 7. • Gain exposure among users viewing content on topics related to your products and services • Branding effect • CPC pricing models lend themselves to ROI based management. Some networks offer CPA pricing. • Engage with an interested audience • Contextual Advertising has evolved to encompass multiple targeting methods: • Keyword based • Specific site placement • Interest based • “Topic” Based (Google) Contextual advertising
    8. 8. • Gain exposure among users viewing video content related to your business or your core audience. • Branding effect • CPM, CPC, and CPV (Cost Per View) Pricing Models available • Multiple Targeting Methods: • Audience • Topic/Contextual • Keyword based • Multiple Ad Formats • Pre-Roll • In Banner • Long Format Video advertising
    9. 9. Facebook advertising End-To-End Facebook Advertising Solutions Designed to capture users at every stage of the decision making process: • “Traditional” Facebook Ads: Demographic and interest based targeting • Customized Audience Targets: Import of client-specific or 3rd party data. “Look-a-like” models. • Facebook Exchange – Leveraging FB audience for remarketing
    10. 10. Re-Targeting Site Re-Targeting • Remarketing to users who have visited client website or specific site section. • Segmentation strategies • Dynamic Creative • Search Re-Targeting • Remarketing to users who are searching related products and services, or for competitor offerings
    11. 11. TARGETING IN DISPLAY Advanced Display
    12. 12. 3rd Party Data Being Used in Display by Advertisers and Agencies 12
    13. 13. Ways Audiences Are Targeted • IP Address • Registration Data • “Look-A-Likes” • Cookies (past visits/trigger behaviors) • 3rd Party Data • Custom Audiences 13
    14. 14. 3Rd Party Data 14 • Companies sell audience data that can be used for display targeting. • Data captured via variety of sources: • Registrations on sites and Opt-Ins • User navigation tracking • Cookies • IP addresses • Surveys • Online purchase records
    15. 15. Custom Audiences • Advertiser uses “owned” data to target users – Registration info from site – Previous purchasers – Newsletter or email lists – Retargeting pools • Data (typically IP address) uploaded to media partner or media technology • Those users are “found” online and served impressions 15
    16. 16. RTB Advanced Display
    17. 17. What Is Real Time Bidding? Defines What Advertiser is Willing to Pay (CPM, CPC, CPA) The Right Time The Right Audience The Right Impression 17
    18. 18. RTB Defined Real-time bidding (RTB) is a relatively new advertising technology that allows online advertising to be purchased and served on the fly. Instead of reserving prepaid advertising space, advertisers bid on each ad impression as it is served. The impression goes to the highest bidder and their ad is served on the page 18
    19. 19. TYPES OF CREATIVE Advanced Display
    20. 20. IAB Standard Ad Types 20
    21. 21. AD SERVING Advanced Display
    22. 22. What is An Ad Server? • Ad serving is the technology and software that places advertisements on websites. • Ad serving technology companies provide software to websites and advertisers to: – Serve ads – Choose the ads that will make the website or advertiser most money – Monitor progress of different advertising campaigns 22
    23. 23. Why Use an Ad Server? • Track the number of impressions and clicks delivered by each campaign • Target specific segments of visitors through for example geographical or behavioral targeting • Prevent campaigns from appearing on pages with semantically controversial content • Create availability forecasts, which can help you determine the future available advertising space • Draw reports on adspecific campaigns to see how the individual customers/campaigns are performing 23
    24. 24. How Ad Servers Work 24
    25. 25. DISPLAY METRICS Advanced Display
    26. 26. Key Metrics for Display Metric Definition Impressions Number of time ad was served Ad views Number of times ad was actually viewed Clicks Number of people that clicked on the ad Click Thru Rate (CTR) Clicks/Impressions – Is the “response rate” for ads CPM Cost Per Thousand Impressions CPC Cost per Click Conversions End goal/action on site based on advertiser objective View Through (Post Impression) Conversions User saw the ad, but didn’t click. Later generated a conversion. Conversion Rate (CVR) Conversions/Clicks Cost per Conversion (Cost Per Acquisition) Total ad cost/total conversions Avg. Time On Site Measure of Engagement. How much time is user spending on site or landing page Avg. Pages Per Visit Engagement metric. How many pages does user visit after arriving at site? 26
    27. 27. New Media KPI’s 27 Media Type Metric Definition Video Views Number of times a video was watched by a user (typically minimum time) Video Cost Per View (CPV) Total Media Cost/# of Views Facebook Likes # of Likes Generated (Only when linking to FB page) All Shares # of Times a page or video is shared via various forms of social.
    28. 28. Thank You! 28