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Geary LSF University Presents: Digital media 101
 

Geary LSF University Presents: Digital media 101

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Geary LSF's Growth & Development committee presents Digital Media 101, a powerpoint about the basics of paid search, PPC, SEM, Display advertising and more. Learn how-to do PPC and more with this ...

Geary LSF's Growth & Development committee presents Digital Media 101, a powerpoint about the basics of paid search, PPC, SEM, Display advertising and more. Learn how-to do PPC and more with this presentation by Geary LSF's Paid Media experts.

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  • CPMCost per thousand (Roman numeral M) BRANDING Standard pricing metric in traditional media, print and TV. Traditionally counted as unique ad exposures. In digital media, CPM refers to ad impressions– every time an ad unit is displayed in a browser..CPC:Cost per Click typically used for DIRECT RESPONSE Price paid by an advertiser to a publisher only when a user clicks on an ad. Similar to search an advertiser does not pay on impression basis.CPA:Cost per Action / Acquisition DIRECT RESPONSE Price paid by an advertiser to a publisher when a user completed a desired, pre-defined activity. Usually captured via cookies.Sponsorship / CPD:Publishers work closely with advertisers to create ad content suited for a specific placement. Unique opportunities for a single advertiser to obtain a large “share of voice” on a publisher’s site. Offers Complete Share of Voice Most often priced on a per day (CPD), or per week or per month arrangement
  • Explain direct sales. Explain concept of selling remnant inventory.This type of selling ad inventory is very similar to what a newspaper would do. When you want to advertise in a newspaper you can ring them up and tell them that in the next issue you would like to have an ad of a certain size on the first page. Or you you say you want to run in the sports section. That‘s direct sales. Or you say you don‘t mind where the ad appears as long as it‘s in the next issue of that particular newspaper.If you buy simple banner ads you usually pay on a CPM basis. And you get a guarantee of a certain amount of impressions. So, in the end you might agree on getting 2M impressions over the time of one week for a CPM of $35. Deciding exactly where you want to appear is, of course, more expensive than running on remnant inventory.“
  • Source: Compete Study, October 2012
  • As an aggregate, the more specific long tail terms often produce the stronger conversion rates, better ROI, etc.
  • Paid search is high touch and constantly changing. Strong PPC campaigns

Geary LSF University Presents: Digital media 101 Geary LSF University Presents: Digital media 101 Presentation Transcript

  • Intro To Digital Media
  • Geary LSF Media Buying ServicesGeary LSFMedia BuyingServicesPaid SearchAd Networksand ExchangesShoppingEnginesVideoSocialAdvertisingMobileLocal SearchRemarketing Sales generation ROI/ROAS Lead generation Downloads Branding and awareness Interaction and engagement2
  • ClientCampaignsMedia Team(DisplayAdvertisingExpertise)Account ServicesTeam: Drivesstrategy andensurescommunicationTech Team:Recommends andDeploys TrackingTechnologiesProjectManagementTeam: EnsuresAccurate andTimely DeliveryWeb Dev. Team:Designs and BuildsLanding pageexperiencesCreative Team:Creates messagingstrategy. Developsad unit conceptsAnalytics Team:Collects data andmakes itmeaningfulBeyond Just Media: An IntegratedAgencyDeployment of a successful display campaign requires a coordinated effortamong multiple departments.3
  • DISPLAY ADVERTISINGIntro to Media
  • What is Display Advertising?Display advertising, or “display“ refers to the useof graphical information beyond text on theWorld Wide Web that appears next to contenton web pages, IM applications, email, etc. Thisincludes most of the standard “banner“ ads,richmedia,video ads & sponsorship.
  • Example of Display6
  • Main Categories of Display Advertising• Traditional display (Banner Placements onwebsites)• Remarketing (Targeting banners to users whohave previously visited your website)• Social Advertising (e.g. Facebook Ads, Ads onLinkedIn)• Mobile Display (Graphical advertising onmobile sites or in-apps)7
  • About Display: Targeting OptionsContent Targeting isusing web content toreach the desiredaudience at the point ofrelevancyAudience Targeting isbased on onlinebehavior using cookiedataWhile targeting capabilities do vary among top Ad Networks, thefollowing tend to be status-quo:Additional Methods of targetingGeographicDemographicContextualDay PartingBehavioralRetargeting
  • Common Types of Display Ads9HTML or Static BannersGraphical ads Display ads are often available in many standard shapes and sizes,including: banners, leader boards, skyscrapers, large boxes.Rich Media AdsRich media ads are essentially image ads that have interactive elements, animations, orother aspects that can change depending on who is looking at the ad and how theyinteract with the ad.InterstitialsAn interstitial ad is a full-page ad that appears before the actual webpage.Flash/DHTML AdsThese kinds of ads incorporate Flash animation or other motion graphics. Ads may beanimated display ads in more traditional shapes and sizes, or, as of late, they can besophisticated ads that function similarly to pop-up ads but with much deeper integrationinto the overall design of the site.
  • About Display: Typical Pricing Models
  • How Ads Are BoughtDirect Sales:Advertisers work closely with publishers to define everything from thecreative look and feel to the size and placement on the page.Run-of-Site / Remnant:Advertisers purchase any available inventory on a publisher’s site thathasn’t already been sold.Ad Exchanges:Ad exchanges are companies that broker online advertising by bringingadvertising buyers and website publishers together to participate inauctions for ad spaceAd Networks:Ad networks ultimately serve as the sales representatives for thewebsites that are part of the network
  • 12Branding: The “Typical” Roleof Display• Demand generation• Brand awarenessDirect Response:However, we have foundsome placements/strategiesthat have been successful as alead generation vehicleBenefits/Role of Display AdvertisingThere is no “one size fits all solution”. Geary LSF customizes displayprograms to each client’s individual needs and objectives.
  • PAID SEARCHIntro to Media
  • Defining Paid Search• Paid Search is the process of gaining traffic bypurchasing ads on the search engines.– Advertising is traditionally sold on a cost-per-click(CPC) basis, in an auction setting– Paid search is also often referred to as PPC, CPC, orSEM
  • Paid Search Landscape
  • Example of Paid Search Ads
  • Distribution of Paid Listings vs. ClicksPositioning does have importance in paid search. Often, advertisers arefaced with the dilemma of cost efficiency vs. volume.
  • The Features of Paid Search• Keyword based advertising• Auction-based, Cost per Click (CPC) pricingmodel.• Ad Positioning is determined by Quality Scoreand Maximum Bids• Text based ad copy• Geographic targeting• Day parting
  • Keyword Selection: Long Tail vs. HeadTermsSearchDemand CurveGeneral terms that areshorter and less focusedHighly specific and targeted termswith several words in the term•Grocery stores•Recipes•Gourmet deli tray order•Best bakeries Glenview, IL
  • Quality ScoreA relevancy score between 1-10 is the search engine’s estimate of your advertising’s relevancy tothe user. Quality score is impacted by multiple factors:
  • Ongoing Management andOptimizationTrackCollectData/TestMeasureAnalyzeOptimize
  • Digital Media Spend Continues toGrow22
  • Typical Roles of Digital Media Types23Awareness (Display, Social Advertising)Consideration (Paid Search, Remarketing, Display, SocialAdvertising, Email)Conversion (PaidSearch, Remarketing, Email)Loyalty(Remarketing, Email, Social)Advocacy (SocialAdvertising)