This document discusses how search ads and display ads can be used together effectively. It argues that while search ads are effective, they only work when customers are actively searching and have limited branding benefits. Display ads are more efficient at building awareness but have traditionally been more difficult to measure results for. Recent platforms have made display ads more measurable and cost-effective. Studies show that combining search and display ads can increase click-through rates, related searches, and online and offline purchases. The document provides best practices for display ad campaigns such as testing multiple creatives, iterating on elements, using advanced targeting, and tying the channels together.
An Introduction to Digital Advertising including
its history,
advantages over conventional
types of Digital Media,
Metrics for Effectiveness Measurement and
tools to analyze its performance.
A guest lecture presented to undergraduate advertising students at the University of Southern California (USC) Annenberg School for Communications.
The lecture was given by Sensis founder and President Jose Villa on October 10, 2011
Digital display advertising through Audience Extension platformJeroen Corver
Presentation for the Digital Media Meetup group in Cedar Rapids about Audience Extension, DSP, SSP, Geofencing, behavioral targeting, content targeting, and retargeting
An Introduction to Digital Advertising including
its history,
advantages over conventional
types of Digital Media,
Metrics for Effectiveness Measurement and
tools to analyze its performance.
A guest lecture presented to undergraduate advertising students at the University of Southern California (USC) Annenberg School for Communications.
The lecture was given by Sensis founder and President Jose Villa on October 10, 2011
Digital display advertising through Audience Extension platformJeroen Corver
Presentation for the Digital Media Meetup group in Cedar Rapids about Audience Extension, DSP, SSP, Geofencing, behavioral targeting, content targeting, and retargeting
• Stating the case for display as a relevant advertising strategy
• Campaign planning and KPIs to measure
• Pricing and ad units to consider
• Targeting tactics and retargeting overview
• Mobile web and app campaigns
• Campaign optimization strategies
• A tour of the Google Display Network platform
• B2B topics; lead nurturing, native advertising, LinkedIn advertising
• Display measurement; View-throughs, attribution modeling
Dropp were pleased to be invited to talk to a group of new business start-ups about online advertising.
For all you that were kind enough to give your attention, the presentation is available here to download as a Power Point file.
Google Display Network (GDN) : Building Brand Engagement Vũ Văn Hiển
This study will help advertisers and agencies make more-informed creative decisions about digital advertising. Readers will learn which ad formats can be used to reach specific branding goals as well as gain a better understanding of the impact on brand results of showing more ads to the same audience through greater frequency. In addition, we offer best practices and advice for how to make the most of any format.
In this slide show, the team at Green & Red Technologies walks you through paid search ads and paid display marketing (Both on google and with local ad networks).
A bird's eye view to digital marketing and advertising. An introduction to the world of digital media spends, basic terminology used, platforms, pros and cons of the platforms, etc.
Digital Media Planning is no different from traditional media planning. This presentation details out the steps that one needs to follow to build a digital media plan and also indicates steps to measure effectiveness of the media plan.
This presentation will covered the display advertising ecosystem & how display bought & sold, including overview of key players & concepts like, Real Time Bidding, Ad Exchanges, Demand Side Platforms, Data Management Platforms & Ad Servers.
Twitter advertising is very popular amongst both B2B and B2C brands. It helps to increase engagement around a brand. This presentation covers both key types of Twitter advertising - Promoted Trend, Promoted Tweets. It also shows how a campaign setup needs to be done. Lastly, it covers the conversion event tracking details too.
Google AdWords is Google's advertising system in which advertisers bid on certain keywords in order for their clickable ads to appear in Google's search results. Since advertisers have to pay for these clicks, this is how Google makes money from search.
Connecting your Brand with Customers Using Digital Advertising PlatfomsCazarin Interactive
"Connecting your Brand with Customers Using Digital Advertising Platfoms" by Brad Heagle. Presented at Cazarin Interactive's 2nd annual Cazarinfest (2014).
www.cazarin.com
• Stating the case for display as a relevant advertising strategy
• Campaign planning and KPIs to measure
• Pricing and ad units to consider
• Targeting tactics and retargeting overview
• Mobile web and app campaigns
• Campaign optimization strategies
• A tour of the Google Display Network platform
• B2B topics; lead nurturing, native advertising, LinkedIn advertising
• Display measurement; View-throughs, attribution modeling
Dropp were pleased to be invited to talk to a group of new business start-ups about online advertising.
For all you that were kind enough to give your attention, the presentation is available here to download as a Power Point file.
Google Display Network (GDN) : Building Brand Engagement Vũ Văn Hiển
This study will help advertisers and agencies make more-informed creative decisions about digital advertising. Readers will learn which ad formats can be used to reach specific branding goals as well as gain a better understanding of the impact on brand results of showing more ads to the same audience through greater frequency. In addition, we offer best practices and advice for how to make the most of any format.
In this slide show, the team at Green & Red Technologies walks you through paid search ads and paid display marketing (Both on google and with local ad networks).
A bird's eye view to digital marketing and advertising. An introduction to the world of digital media spends, basic terminology used, platforms, pros and cons of the platforms, etc.
Digital Media Planning is no different from traditional media planning. This presentation details out the steps that one needs to follow to build a digital media plan and also indicates steps to measure effectiveness of the media plan.
This presentation will covered the display advertising ecosystem & how display bought & sold, including overview of key players & concepts like, Real Time Bidding, Ad Exchanges, Demand Side Platforms, Data Management Platforms & Ad Servers.
Twitter advertising is very popular amongst both B2B and B2C brands. It helps to increase engagement around a brand. This presentation covers both key types of Twitter advertising - Promoted Trend, Promoted Tweets. It also shows how a campaign setup needs to be done. Lastly, it covers the conversion event tracking details too.
Google AdWords is Google's advertising system in which advertisers bid on certain keywords in order for their clickable ads to appear in Google's search results. Since advertisers have to pay for these clicks, this is how Google makes money from search.
Connecting your Brand with Customers Using Digital Advertising PlatfomsCazarin Interactive
"Connecting your Brand with Customers Using Digital Advertising Platfoms" by Brad Heagle. Presented at Cazarin Interactive's 2nd annual Cazarinfest (2014).
www.cazarin.com
Creating Experiences - Brands, Social, and MoreDarren Herman
Presentation discusses how humans are native to experiences and how social media isn't new but recently amplifies them. Touches also on the creation of brand.
Ad Ready Webinar Making Sense Of The Display MarketJonah-Kai Hancock
Display advertising can be a daunting space, even for advanced online marketers. Display is well into its second decade of existence and has evolved extensively during that time. During this evolution it has become more effective and accessible—but it’s also gotten more complex. This webinar is a straightforward guide to what’s happening in the display advertising industry and what it means to marketers like you.
Study: The Future of VR, AR and Self-Driving CarsLinkedIn
We asked LinkedIn members worldwide about their levels of interest in the latest wave of technology: whether they’re using wearables, and whether they intend to buy self-driving cars and VR headsets as they become available. We asked them too about their attitudes to technology and to the growing role of Artificial Intelligence (AI) in the devices that they use. The answers were fascinating – and in many cases, surprising.
This SlideShare explores the full results of this study, including detailed market-by-market breakdowns of intention levels for each technology – and how attitudes change with age, location and seniority level. If you’re marketing a tech brand – or planning to use VR and wearables to reach a professional audience – then these are insights you won’t want to miss.
Please visit our online professional network and join our community of Automotive Social Media Marketing professionals at http://www.ADPsocialMarketing.com
The Fundraising Summit: Maximizing Online Donations with Google Grants Vivanista
A recent study by Blackbaud found that petitioning donors online can triple the amount of funds organizations receive. One of the most effective ways to reach potential donors online is through advertising platforms like Google AdWords. Fortunately for non-profits, the Google Grants program provides free advertising to qualified organizations.
Guide to Programmatic Media buying for recruitment. Top tips, explanation of strategic uses, examples of how ads are targeted and all the important terms decoded.
7 Essential Best Practices for Digital Media PlanningJames Windrow
Whether you're working on your first digital media plan or trying to improve your understanding of the different media buying methods, these seven easy to understand steps will help you improve your strategies and deliver the best results.
Internet Summit - Preconference Training (2012)Dana Todd
Even the most mature search marketing campaigns can use a kick in the pants. Here are ten of the toughest problems we solve for clients on a regular basis, Includes: local search, seo crisis management, search engine optimization challenges, search for branding, paid search marketing conflicts, and more.
Online Marketing. Marketing and E-Commerce subject at the International Master in Industrial Management.
Guest speaker: Francisco Hernández Marcos
Universidad Politécnica de Madrid
Politecnico di Milano
Kungliga Tekniska högskolan
One Guide to Remarketing - By One Net MarketingOne Net Inc.
The One Guide to Remarketing is a comprehensive guide on remarketing or retargeting, a form of advertising that involves serving ads to users who have visited your site and have been cookied. Through this technology you can tailor specific ad creative to your site users with specific calls to action.
Visit http://www.onenetmarketing.com for more information on remarketing and other digital marketing tactics and strategies.
16. BP 1: Test Multiple Creative
Once you get a read on what is “clicking” with your
audience, you can start making improvements to the
copy or visuals
17. BP 2: Iterate on Elements
Build out each theme in multiple
sizes, so that you can get good
delivery in a network environment
Leverage advanced targeting
techniques to test creative elements
relative to placement
Customize ads to test different Images, text, and colors
formats, calls-to-action, and images are all editable for rapid
testing and optimization
on a rapid basis without paying excessive
creative fees
17
18. BP 3: Target and Localize like Search
Tailor your creative to speak to “micro-targets”
Take advantage of bid-based platforms and advanced
targeting (Behavioral, Re-targeting, Zip etc.)
18