Display Advertising
Boosting Campaign Success

©2013 WSI. All rights reserved.
• All lines are muted
• Submit questions via dashboard
• Q&A session at end

• Webinar is being recorded

©2013 WSI. All r...
5 Key Components
1.
2.
3.
4.
5.

Audience Reach
Ad Design
Targeting Strategies
Remarketing
Measurement and Metrics

©2013 ...
Always Connected
Wake up

AM commute

At work

Lunch

At home

35%

59%

71%

51%

70%

Of Android / iPhone
owners use an ...
Audience Reach
Display Network
Adsense publisher
network
• 204M visitors/month
• 92% of U.S. internet users
• 317B impress...
Full Funnel Marketing
Awareness
Brand Response

Interest
Consideration
Direct Response

Purchase

©2013 WSI. All rights re...
Better Together
Search + Display campaigns

get 22% greater conversions
compared to
search only campaigns*

*Iprospect & c...
Types of Display Ads
There are 4 main types of display ads

Text

Image

Video

Rich
Media
©2013 WSI. All rights reserved.
Text Ads
• Similar look-and-feel to Search Ads
• Unique to the Google Display Network
• 20% of all Google Display Network
...
Banner Ads
• Banner ads are most common
• Three most common sizes
– 300x250, 768x90, 160x600

• Static images or short ani...
Creativity and Design
• 67% of Display Banners are 3 sizes

©2013 WSI. All rights reserved.
Video Ads
• Click-to-play (CTP) ads play when the
banner is clicked
• Pre-roll ads play prior to a video
(YouTube, Hulu)
•...
Rich Media Ads
• Have an interaction aspect to them
• Play a game
• Watch a video
• User participation
• Richer brand expe...
Targeting
Advertising is about reaching
the right person
at the right time

with the right message

©2013 WSI. All rights ...
The Right Person

Geographic
and Language
Targeting

• Target a specific area
• Local, metro, regional, or national
• Segm...
The Right Time

Behavioral
Targeting

• Recent online activities or
interests
• Industry or interest categories

Placement...
Interest Targeting

©2013 WSI. All rights reserved.
The Right Message

Contextual
Targeting

• 92% of users at the time they are
engaged in what they are
interested in doing
...
Landing Page Conversion
Deliver key
brand message
Guide & funnel
towards a
purchase

Split testing

©2013 WSI. All rights ...
Remarketing
-

96%

X

Your Site

of people who visit a website
leave without completing
marketers’ desired actions

70%
o...
Dynamic Remarketing
• For retail advertisers
• Users see personalized creatives of the products
they viewed on your site

...
Track and Optimize
Successful
campaigns
require

Messaging that is consistent with
your overall brand

Clear goals for eac...
Key Metrics
Budget
• Total Monthly ad spend

Impressions
• Impressions + Remarketing Impressions

Clicks
• Landing page vi...
Results

–
–
–
–

Decreased monthly budget ($10k vs. $17k)
Decreased total impressions / clicks (lower by 5k clicks)
Incre...
5 Key Components
1.

Display Advertising has a wide Brand Awareness reach of 92% of
users, and can increase Direct Respons...
•
•
•
•

Provide advanced digital marketing solutions
Businesses of all sizes and industries
World’s largest network of Di...
©2013 WSI. All rights reserved.
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Display advertising- 5 key components that boost campaign success

  1. 1. Display Advertising Boosting Campaign Success ©2013 WSI. All rights reserved.
  2. 2. • All lines are muted • Submit questions via dashboard • Q&A session at end • Webinar is being recorded ©2013 WSI. All rights reserved.
  3. 3. 5 Key Components 1. 2. 3. 4. 5. Audience Reach Ad Design Targeting Strategies Remarketing Measurement and Metrics ©2013 WSI. All rights reserved.
  4. 4. Always Connected Wake up AM commute At work Lunch At home 35% 59% 71% 51% 70% Of Android / iPhone owners use an app before getting out of bed of smartphone owners use mobile web while waiting Mobile of web traffic is Desktop Tablet of smartphone owners search for restaurants Desktop of tablet owners use their devices while watching TV
  5. 5. Audience Reach Display Network 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 92% of all US web visitors every month ©2013 WSI. All rights reserved.
  6. 6. Full Funnel Marketing Awareness Brand Response Interest Consideration Direct Response Purchase ©2013 WSI. All rights reserved.
  7. 7. Better Together Search + Display campaigns get 22% greater conversions compared to search only campaigns* *Iprospect & comScore real branding implications of digital media - august 2011 ©2013 WSI. All rights reserved.
  8. 8. Types of Display Ads There are 4 main types of display ads Text Image Video Rich Media ©2013 WSI. All rights reserved.
  9. 9. 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 ©2013 WSI. All rights reserved.
  10. 10. Banner Ads • Banner ads are most common • Three most common sizes – 300x250, 768x90, 160x600 • Static images or short animations • More interaction = rich media ads ©2013 WSI. All rights reserved.
  11. 11. Creativity and Design • 67% of Display Banners are 3 sizes ©2013 WSI. All rights reserved.
  12. 12. 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 ©2013 WSI. All rights reserved.
  13. 13. Rich Media Ads • Have an interaction aspect to them • Play a game • Watch a video • User participation • Richer brand experience and engagement ©2013 WSI. All rights reserved.
  14. 14. Targeting Advertising is about reaching the right person at the right time with the right message ©2013 WSI. All rights reserved.
  15. 15. The Right Person Geographic and Language Targeting • Target a specific area • Local, metro, regional, or national • Segment by language Demographic Targeting • Age • Gender ©2013 WSI. All rights reserved.
  16. 16. 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 ©2013 WSI. All rights reserved.
  17. 17. Interest Targeting ©2013 WSI. All rights reserved.
  18. 18. 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 ©2013 WSI. All rights reserved.
  19. 19. Landing Page Conversion Deliver key brand message Guide & funnel towards a purchase Split testing ©2013 WSI. All rights reserved.
  20. 20. Remarketing - 96% X Your Site of people who visit a website leave without completing marketers’ desired actions 70% of people abandon their shopping cart without completing a purchase Your Ad ©2013 WSI. All rights reserved.
  21. 21. Dynamic Remarketing • For retail advertisers • Users see personalized creatives of the products they viewed on your site ©2013 WSI. All rights reserved.
  22. 22. 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 ©2013 WSI. All rights reserved.
  23. 23. 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 ©2013 WSI. All rights reserved.
  24. 24. 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!) ©2013 WSI. All rights reserved.
  25. 25. 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 ©2013 WSI. All rights reserved.
  26. 26. • • • • 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 ©2013 WSI. All rights reserved.
  27. 27. ©2013 WSI. All rights reserved.

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