Not Your Father's Advertising: The New Face of Display


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Display advertising is so much more than just banners. With text ads, images, videos and rich media, marketers have many more display advertising options available to them than even just a few years ago. Add to that the myriad ways to target advertising to just the right audience, and you have a highly effective means of reaching more potential customers at the right time.
In this webinar, Search Mojo’s Sarah Lokitis and Casey Davenport will give you a tour of the top display advertising options available to you, and how you can best take advantage of them to pinpoint your audience and drive more leads and sales.
What You Will Learn:
* How to get started with display advertising on Google, LinkedIn and Facebook
* The many different ways to target your ideal audience on different advertising platforms
* New ways to take advantage of tried-and-true platforms to get more from your display advertising

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  • Alright, so now that we have talked about the reasons WHY to use the display network. Lets take a look at the types of advertisements you can use on the Google.
  • The Google display network allows you to use text ads, image ads, video ads, and rich media ads on sites within the google display network. Depending on the layout and strucutre of the site, certain sites only allow for specific types of display advertisement or focus more heavily on one than others. For example, from my experience, a site within the Google Display network, focus heavily on text ads, whereas, another site in the Google display network, utilizes mostly image and rich media ads. Now lets take a look at what some of these ads actually look like!
  • So text ads are the traditional text ad seen in search – and they have the same character limit as search as well – 25 characters in the headline, 35 in line 1 and 35 in line 2. Here we can see an example of a text ad on
  • Image ads are static images that appear alongside content on the Google Display network, as seen at the top of this screenshot from the Cloud Times website.
  • Now image ads can come in all shapes and sizes, from short and wide leadersboards as seen in the Cloud times example, to 250x250 squares to 120 x 600 skyscrapers. In my experience it is worth it to build out your display ads in every shape and size possible in order to increase the likelihood that your ads will fit into as many website designs as possible.
  • Google defines rich media ads as “video ads, flash animated ads, and ads that mix text, animated content, and designs”. This type of ad can be a refreshing change from static image ads and the animation will often catch the viewers eye.
  • Onto video ads,… advertising with video has evolved quite a bit over the past couple years. One way to pair display network and video ads is to utilize click to play video ads in text. You can also advertise on Youtube – both in video with an overlay message at the bottom of the video (as seen in the example above with the “track not provided” ad or you can opt to advertise in stream. In stream advertisements are those video ads that are played at the beginning or end of Youtube content.
  • So now that we have learned what types of advertisements we can use, lets move onto the fun stuff - How we can manage and target our ads. Advertisers can target their ads both by the who and the where. In order to increase the likelihood that your ad shows to individuals that are interested in what you have to offer – you can utilize remarketing, demographic targeting, and interest categories.

    In a more indirect way of qualifying whether your ad should show or not, you can manage by display network placement, contextual keywords, and page topic. These more indirect methods are great because if we don’t have as much first-hand information about the person, we can infer that someone that browses or other websites with cloud-based content might be qualified to be interested in your cloud computing services.
  • So the first way of targeting we will talk about is remarketing.

    Remarketing is a great advertising tactic because it allows you to recycle those qualified visits that might not have been ready to convert when they first visited your site. Remarketing allows you to serve ads to people that have previously visited your site by placing a cookie on their browser. When creating your remarketing campaigns you can determine the length of that cookies duration. Depending on the client, we typically think the length of time a visitor is still qualified to maintain a cookie is about 60-90 days.

    Once you set up your remarketing list and launch remarketing campaigns, your ads will begin showing to people as they browse pages all over the display network - ensuring that your brand stays top of mind, so that when the visitor IS ready to convert, your ad is right there.

    And I included a picture of cookie monster here, because although we are not talking about THAT kind of cookie, as marketers I think its safe to say that we get just about as excited about remarketing cookies as cookie monster does for real cookies 
  • Now just to visualize this, here is a possible remarketing flow.

    So say you are targeting “dog lovers” on Facebook with Facebook ads. If one of these targeted “dog lovers” clicks one of your ads they will land on your dog-products landing page. Once they land on this page you can “cookie” them and mark them as a “dog lover”. Whether they convert at that time or not, for your next big dog promotion you will have a bucket of “dog lovers” to display your ad to.

    Note: Frequency capping
  • For a very real life example,.. Last Friday I really wanted to order pizza from dominos. I made it all the way to check out and then I SADLY convinced by my friend to be healthy and make fish and vegetables instead. Dominoes did not like that! Dominoes must have placed a remarketing cookie on my browser because ever since that fateful night, Dominoes pizza ads have been following me all over the internet! So far I have held out and not gotten Dominoes, but I think these ads are going to work on me soon. One thing to note is that advertisers can set frequency capping for remarketing so that ads only show a specified amount of times per day. Iinding the sweet spot here is really key to not making people feel ad fatigue and become blind to your ads.
  • Moving on to demographics! So using a combination of Google+, search patterns, and websites a person visits, Google makes its best guess as to what an individuals demographic data is. On the Google display network you can opt to target the genders of males, females, and “unknown” – a situation in which Google has not yet been able to determine an individuals gender. In my experience, about 40-50% of clicks we receive come from unknown, so at least for the beginning of the campaign it is wise to keep that box checked to see what kind of performance you get.
  • Along the same lines as gender, Google allows you to specify a certain approximate age range to target. Just like gender, this information is not always 100% accurate, but this can be great if you know your target audience is on the polar end of the age spectrum. For example, if you are advertising early retirement programs and you know you only want to target individuals around the ages of 50+ - age demographic data is a great way to increase the likelihood of spending money on only those in your target age range. Just like with gender, I would always recommend opening up targeting to all ages, including unknown, to really judge performance data before making any final decisions.
  • Moving onto interests! Google associates visitors with an interest category for about 30 days. This can change depending on the websites they visit and searches they make.
    Ads reach people interested in products and services similar to those of your business offering -- even when these people are browsing websites or using apps not directly related to these products and services.
  • So has all this talk about assigning ages, genders, and interests got you wondering, “I wonder what Google thinks about me!?” Fear not – Google makes all this infromation available to you at As you can see, this is actually pretty accurate information, as it has decided I am interested in SEO & Marketing and Virginia – the state that I live in. The demographic data is actually spot on as well. If you do not want Google to know this information, or would like to give Google better data to work with to make sure the ads you do recieve are more tailored to you, you can remove any of this information or actually pick from the list of interests and add any that might apply to you.
  • For keyword contextual targeting, advertisers can submit a list of keywords relevant to their ad and Google will show the advertisers ad on any placement that is deemed contextually relevant. It is likely that in the example above, these ads on utilize keyword contextual targeting for the keyword “dogs”. Using keyword contextual targeting is a way to indirectly qualify clicks, because it is likely that if a person is browsing a page relevant to your keywords, they are likely interested in that topic.
  • The fun thing about the display network is that you can mix and match any of the targeting methods I mentioned above. You can remarket to only people that visited your site and are 65+. You can target only females that have shown an interest in dogs over the past 30 days. Or you can combine ALL the targeting methods, and advertise only on dog related pages to people that have shown interest in dogs, have visited your site before and been cookied through remarketing, age ranges 25-44, and female.

    It is important to note that as you combine more and more targeting methods, the potential reach decreases, as there are less and less people that meet ALL the criteria. However, if the advertiser can successfully identify such a sweet spot, it is worth it to receive less reach if the visitors that the ads do reach are extremely qualified, and therefore more likely to convert.
  • Another aspect of display advertising you can control is placements. There are two types of placement – automatic and managed. Automatic placements are determiend by Google and qualified by all other targeting methods. So when Google is deciding which ad to place on a specific placement, they look at ALL the pages that meet the criteria for that page. For example, if your advertising campaign uses keyword contextual targeting around “dog food”, automatic placements will automatically locate all relevant placements that are contextually relevant to that keyword.
  • Managed placements, on the other hand, are defined by the advertiser. If, going into a campaign, the advertiser knows that they want their ads to show on a specific publication, they can manually opt to advertise to those publications. You can also use managed placements to assign a different bid to a specific webpage. If your ad performs well when it shows on a certain webpage, you could make your bid more competitive just for that particular placement.
  • Having said that, if you don’t know where you would like your ad to show up, you an always use Googles placement tool to browse the index of websites on the display network to identify publications or webistes that you would like to add as a managed placement.
  • One feature that we don’t use particularly often is the “topics” targeting method. Similar to keyword contextual targeting, topic targeting allows your ads to be eligible to appear on any pages on the Display Network that have content related to your selected topics. This can be a useful targeting method particularly combined with managed placements. If, for instnace, you are advertising on, you can opt to advertise within the topic of “technology” to show up only on pages of that topic.

    Targeting by topic is recommended if you'd like to reach a broad audience quickly. These ads tend to spend a lot of money and are not always as closely refined as others, so make sure that you cap your budget on ads that use this method.
  • In the previous slides I talked about how to optimize and manage where your ads show. One way to manaeg where your ad DOES NOT show is through category exclusions. Using category exclusions, advertisers can exclude pages with content from a multitude of categories such as “profanity and rough language” to “death and tragedy”. This is just another tool that can help you further refine your campaigns and garner control over exactly where your ads show.
  • SO, I have discussed display network targeting through remarketing, demographics, interests, keyword contextual targeting, placements, and topics. Now that we have learned HOW you can target visitors, I would like to leave you with one final piece of advice about optimizing performance. For pretty much each targeting feature, you can edit the maximum price you would like to pay for that specific targeting method. So say for instance after running your campaigns for about 3 months you have found that the 35-44 age group do convert, but not at as great of a cost-per-conversion as some other interest or age groups.

    Since you have determined that a click from someone in the 35-44 age group is not as valuable as many of the other age groups, you can decrease the maximum cost-per-click you are willing to pay, thereby making yourself less competitive for that keyword. On the flipside, for those target groups that are very effective, such as potentially people with the interest “social media” – you can increase your maximum cost-per-click in an effort to increase impressions, clicks, and overall competitiveness for the impression share of those individuals.

    Now that I have gone over how to manage and optimize ads on the Google display network, I will pass it off to Sarah to talk about Display Advertising on Facebook.
  • Not Your Father's Advertising: The New Face of Display

    1. 1. @marketingmojo | #mojowebinar | NOT YOUR FATHER’S ADVERTISING: THE NEW FACE OF DISPLAY Sarah Lokitis, Social Media Manager Casey Davenport, Account Manager
    2. 2. @marketingmojo | #mojowebinar | TODAY’S PRESENTERS Sarah Lokitis Social Media Manager, Marketing Mojo Follow on Twitter: @lokitis Casey Davenport Account Manager, Marketing Mojo Follow on Twitter: @CaseyDavenport
    3. 3. @marketingmojo | #mojowebinar | ABOUT MARKETING MOJO • Search engine marketing firm founded in 2005 › Search engine optimization (SEO) › Pay-per-click advertising management (PPC) › Social media advertising › Online reputation management • Headquartered in Charlottesville, VA › Office in Charleston, SC • Featured in the Washington Post, B2B Magazine, MarketingSherpa, Visibility Magazine and many blogs • Speakers at SMX, MarketingProfs, PubCon and more
    4. 4. @marketingmojo | #mojowebinar | OUR CLIENTS
    5. 5. @marketingmojo | #mojowebinar | WHY DISPLAY?
    6. 6. @marketingmojo | #mojowebinar | GOOGLE DISPLAY: A PRIMER
    7. 7. @marketingmojo | #mojowebinar | TYPES OF GOOGLE DISPLAY ADS • Text • Image • Video • Rich media
    8. 8. @marketingmojo | #mojowebinar | TEXT ADS • Text ads have the same character limitations as traditional search text ads
    9. 9. @marketingmojo | #mojowebinar | IMAGE ADS
    10. 10. @marketingmojo | #mojowebinar | IMAGE AD SIZES • Leaderboard (728 x 90 pixels) • Banner (468 x 60) • Small square (200 x 200) • Skyscraper (120 x 600) • Wide skyscraper (160 x 600) • Square (250 x 250) • Medium rectangle (300 x 250) • Large Rectangle (336 x 280)
    11. 11. @marketingmojo | #mojowebinar | RICH MEDIA ADS • Video ads, Flash animated ads, and ads that mix text, animated content, and designs
    12. 12. @marketingmojo | #mojowebinar | VIDEO ADS • Click-to-play • In-video - overlay message at the bottom of a video • In-stream - video ad that plays at the beginning or end of a “content” video.
    13. 13. @marketingmojo | #mojowebinar | TARGETING METHODS • Advertisers on Google can target ads by the “who” and the “where” Where: • Placement • Contextual keywords • Page topic Who: • Remarketing • Demographic • Interest Categories
    14. 14. @marketingmojo | #mojowebinar | REMARKETING • Serves ads to previous site visitors • Landing page or website visitors • Allows you to “recycle” those clicks that do not immediately convert • Place cookie in browser
    15. 15. @marketingmojo | #mojowebinar | REMARKETING Google Retargeting ads focused on dogs show to user User Responds to Offer (Fills out form) User Does Not Respond to Offer (Doesn’t fill out form) Mark person as dog lover Ad targeted towards dog lovers Landing page, focused on dog products
    16. 16. @marketingmojo | #mojowebinar | REMARKETING Example:
    17. 17. @marketingmojo | #mojowebinar | DEMOGRAPHICS • Target Ads by Gender – Male, Female, Unknown
    18. 18. @marketingmojo | #mojowebinar | DEMOGRAPHICS • Target ads by known age range
    19. 19. @marketingmojo | #mojowebinar | INTEREST CATEGORIES • Google Has Over 1,600 Interest Categories • Allows you to reach people based on their interests • Defined as users browse pages across the Google Display Network.
    20. 20. @marketingmojo | #mojowebinar | INTEREST CATEGORIES View the interests and demographics assigned to your Google account at:
    21. 21. @marketingmojo | #mojowebinar | KEYWORD CONTEXTUAL
    22. 22. @marketingmojo | #mojowebinar | FIND THE SWEET SPOT • Mix and match individual targeting methods • Combining targeting methods makes smaller reach, but more targeted audience
    23. 23. @marketingmojo | #mojowebinar | PLACEMENTS • Automatic placements are determined by Google and qualified by all other targeting methods
    24. 24. @marketingmojo | #mojowebinar | PLACEMENTS • Managed Placements are defined by advertiser
    25. 25. @marketingmojo | #mojowebinar | PLACEMENTS • Google’s placement tool allows advertisers to browse the internet for possible managed placements
    26. 26. @marketingmojo | #mojowebinar | TOPICS
    27. 27. @marketingmojo | #mojowebinar | CATEGORY EXCLUSION
    28. 28. @marketingmojo | #mojowebinar | OPTIMIZE PERFORMANCE WITH BIDDING With data these targeting methods can also be used as bidding methods
    29. 29. @marketingmojo | #mojowebinar | FACEBOOK ADVERTISING: A PRIMER
    30. 30. @marketingmojo | #mojowebinar | TYPES OF FACEBOOK DISPLAY ADS • Facebook ad • Sponsored story • Page post ad • Promoted post • Sponsored result • Facebook exchange
    31. 31. @marketingmojo | #mojowebinar | FACEBOOK AD • Standard ad unit • Right side of page • No social ad features • Used to drive users to website for conversion or to Facebook page
    32. 32. @marketingmojo | #mojowebinar | SPONSORED STORY • Post generated because of interaction on Facebook page • Typically have high click-through-rates • “Paid organic”
    33. 33. @marketingmojo | #mojowebinar | PAGE POST ADS • Ads created from wall page posts • “Paid organic”
    34. 34. @marketingmojo | #mojowebinar | PROMOTED POST • “Paid organic” • Allows Facebook post to reach a larger audience
    35. 35. @marketingmojo | #mojowebinar | SPONSORED RESULTS
    36. 36. @marketingmojo | #mojowebinar | FACEBOOK EXCHANGE (FBX) • Targets Facebook users who have already visited your website • Powerful for direct response marketers
    37. 37. @marketingmojo | #mojowebinar | FACEBOOK.COM/ADS/ADBOARD
    38. 38. @marketingmojo | #mojowebinar | FACEBOOK TARGETING
    39. 39. @marketingmojo | #mojowebinar | FACEBOOK TARGETING IS FOR B2B, TOO! • Professionals don’t stop being professionals when visiting Facebook Photo: Gesundheit! institute
    40. 40. @marketingmojo | #mojowebinar | LINKEDIN ADVERTISING: A PRIMER
    41. 41. @marketingmojo | #mojowebinar |
    42. 42. @marketingmojo | #mojowebinar | LINKEDIN ADVERTISING OPTIONS • LinkedIn Marketing Solution › Display and social ads › Dedicated LinkedIn account manager › Minimum spend = $25,000/3 months › Guaranteed inventory and delivery › Cost per impression (CPM) › As low as $25 CPL • LinkedIn Self-Serve Ads – Text Ads with Small Image – No Minimum Spend – Cost per impression (CPM) OR Cost per click (CPC) – As low as $13 CPL
    43. 43. @marketingmojo | #mojowebinar | ~200 MILLION MEMBERS Source: LinkedIn
    44. 44. @marketingmojo | #mojowebinar | DEFINE YOUR TARGET AUDIENCE ? ? ? ? ? ? ?
    45. 45. @marketingmojo | #mojowebinar | TARGETING OPTIONS
    46. 46. @marketingmojo | #mojowebinar | TARGETING SWEET SPOT Groups Company & Title Targeting SWEET SPOT!
    47. 47. @marketingmojo | #mojowebinar | ANATOMY OF A LINKEDIN AD
    48. 48. @marketingmojo | #mojowebinar | MEASURE AND TEST
    49. 49. @marketingmojo | #mojowebinar | WHAT’S NEXT? Interested in hearing more about Marketing Mojo’s services? Reach out to us & start a conversation! 800-939-5938 x101