Augustine Fou- 3 -Display Ad CPMbenchmarksUPDATED May 21, 20135.3 trillion display ads served in 2012 (comScore)$7.7B display ad revenues in FY 2012 (IAB)= $1.45 CPM industry-wide display ad benchmark
Augustine Fou- 4 -Display AdvertisingBig Portals Ad Networks Facebook10’s of dollars 1’s of dollars 10’s of centsShift allocation to get more impressions or lower costLarge audiencePublisher/portalhas more powerLots of long-tailsmall websitesAdvertiser hasmore powerMassive number ofimpressions“Junk” quality andsuper-low pricesCPM0.1% 0.01% 0.001%CTR
Augustine Fou- 5 -Display Ad Global eCPMDisplay ad CPMs are in the $0.10 - $0.80 rangeSource: Turn, June 2013
Augustine Fou- 7 -Search Ads (SEM), SEOPaid/ SEM Organic$1 - $10 FREEShift allocation to get more clicks at lower costFor long tail,descriptivekeywordsFor brand termsand expensivekeywordsCPC1 - 5% 13 - 21%CTRSource: SlingShot SEO
Augustine Fou- 17 -Dr. Augustine Fou – Agency Czar“I advise clients on optimizing theirdigital spend and integratingacross channels.”FORMER CHIEF DIGITAL OFFICER, HCG (OMNICOM)MCKINSEY CONSULTANTCLIENT SIDE / AGENCY SIDE EXPERIENCEPROFESSOR AND COLUMNISTENTREPRENEUR / SMALL BUSINESS OWNERPHD MATERIALS SCIENCE (MIT 95) AT AGE 23ClickZ Articles: http://www.clickz.com/author/1151/augustine-fouSlideshares: http://www.slideshare.net/augustinefouLinkedIn: http://www.linkedin.com/in/augustinefou
Augustine Fou- 19 -Search Ad CPC benchmarks by IndustryMethodologyUsing Google KeywordTool, generate keywordsuggestions for eachindustry sector; thenaverage suggested CPCacross the top 200, 400, or800 keywords.