Course 5 Sec 6: Display Advertising
What are the components of a display ad?
-Company's brand: Include the company's name. -Headline: This states what you are offering. -Call to action: This is the specific action you want users to take, like "Buy now" or "Sign up." -Creative content: This is the image or video you use that grabs attention. Examples: The image is eye-catching and is the focal point of the ad. There is a story being told in the advertisement, one about a young man who works hard to succeed and stand out in the big city. This is where photos and headlines work together to relate to the target audience. The ad is concise. It has 11 words total, including the brand names and the call to action.
What is the relationship between SEM and Paid Advertising
-While SEO and search advertising are components of search engine marketing (SEM), display advertising is not part of SEM as it does not involve search engines. -Search ads and display ads are both examples of paid advertising. SEO is not part of paid advertising because you don't need to pay for it.
Types of display ads
1. Half Page 300x600 - The half-page ad gives advertisers a lot of space. Brands typically like these ads because it gives them more space to grab attention; as a result, more publishers are offering space for half-page ads on their websites. 2. Medium Rectangle 300x250 - The medium rectangle is one of the most popular sizes because it's usually available (many publishers offer this size on their sites). The medium rectangle can be embedded around written content on a site. 3. Leaderboard 728x90 - The leaderboard is another popular size. It can be placed at the top of the main content of the page, where it has high visibility.
What are some advantages of display ads?
1. Increases brand awareness 2. The display network consists of millions of websites. The Google Display Network reaches 90% of users on the internet. 3. Display ads can be formatted to fit in numerous ways on these websites, so a display ad has a chance to be easily seen by many people. 4. A platform like Google Ads can get your ads in front of people who are more likely to click or take further action by matching keywords in your ads to keywords on the website.
What are the ways in which search and display advertising can compound each other's impact on the target audience to increase results.
1. Target audiences from all sides 2. Induce Certain Targeted Behavior 3. Enforce Messaging from your Brand 4. Can also be used together when thinking about the marketing funnel.
Provide an example of brand recall.
A ComScore study of unaided brand recall of major brands shows that display and search need each other to produce a highly successful campaign. Together, they target consumers at key touch points during the purchase decision process and boost brand recall metrics. The integration of both creates a pull and push mechanism that fluidly guides the consumer. Alone, display and search have lesser effect.
What is one benefit of using both search and display ads?
A synergy of display and search ads results in stronger campaigns with: 1. improved search engagement 2. enhanced brand recall 3. increased conversions.
Describe the synergy between search and display advertising in regards to enforce messaging from your brand.
Additionally, both search and display ads are helping enforce messaging from your brand. Similar to how SEO and SEM compound the impact for your website, search and display are communicating certain messaging to the target audience. If an audience sees a brand's message on both search and display, it will be more likely that the target user will remember the ads' message and, more importantly, the brand.
What is the CTR for display ads?
Display ads have a CTR of 1%. People usually ignore or block these ads which is the downside. However, just because someone isn't clicking on your ad, doesn't mean that they don't see the ad. Display ads are visual by nature; having potential customers just seeing your ad can build brand awareness or encourage potential customers to take action at a later stage.
True or False? The cost per click of display ads is higher than search ads.
False. Display ads usually don't cost as much as search ads.
True or False? Display ads generally lead to more conversions than search ads.
False: Search ads usually lead to more conversions. This is because when people are actively searching for something, they are usually closer to taking some kind of action, like buying a product.
When running a display ad, which two metrics should you watch?
Impressions and CTR
Why should you use display advertising?
It increases search volume and site visitation. According to comScore, among those who were exposed to a display ad in the U.S. market, brand queries saw an average lift of 40% while site visits saw a lift of 49%. Furthermore, in a Stanford University field experiment called "Display Advertising Impact: Search Lift and Social Influence," researchers found that those who were exposed to a display ad performed 5 to 25 percent more campaign-relevant search queries than those who were not exposed to the ad.
Describe the synergy between search and display advertising in regards to induced target audience behavior.
Search and display can also induce certain targeted behavior. For example, having an ad that prompts a question in the target user will most likely push the user to use search to answer that question. Then, having a search ad on the results pages for that search creates another channel to help capture the user as a lead. Example: To illustrate this, let's imagine an AI (artificial intelligence) company is using both search and display for their current campaign. Sally sees an display ad that reads "How is AI going to disrupt education?" and wants to investigate further, so she goes to a search engine and searches for "What is AI?" On the SERP, she sees paid search results for the AI company. This company has bid on "What is AI" with the intention of capturing any users interested in the topic. Since all of this targeting is done on the back end, users are often unaware that they've been targeted.
Whats the difference between search and display?
Search is a type of paid advertising that helps your business get found on search engines. Search ads allow you to reach consumers when they're searching for your products or services in your area. Based on specific keywords and geographic locations, these ads will show on search engines, above or below organic search results, to increase your visibility, and hopefully, get searchers to click to visit your website. Display advertising is a way to grow your brands awareness online. Display ads are shown to your target audience when they are surfing online but not when they are actively searching for your product or service. You may notice display ads at the top of news sites, or on the sides of eCommerce websites. Search and display advertising work together, to improve your brand's awareness and get users to learn more about your business.
Definition: Display Ads
This is advertising on websites, apps, or social media through banners or other ad formats made of text, images, videos, animations, and/or audio. In other words, display ads are the boxes that appear in different areas on your screen (like the top or sides). You might see display ads on your screen when you are reading the news or shopping online. This shows ads to people browsing websites.
Definition: Impressions
This metric iss the number of times users view an advertisement. It's possible to track impressions on display ads, but not on search ads.
Definition: Search Network/Advertising
This type of advertising shows ads on search engines when people search for specific keywords. This is also referred to as bidding. Advertising in the search network usually leads to more conversions than the display network. This is also a higher cost because the ad shows when people type on keywords (these are the keywords you have set to make sure your ad shows up to people who type these words into the search bar on Google or another search engine).
True or False? An effective use of display ads is to build brand awareness.
True. Display ads can be used to reach a large audience and build brand awareness.
For which part of the marketing funnel should you use display and search ads?
Upper Funnel - Display ads an push users from awareness to interest and consideration. Display ads are effective at generating demand. Lower Funnel - Search ads capture interested users and move them forward to the conversion stage. Search ads are effective at capturing demand. For example, you might become aware of a product by seeing a display ad on the side of your screen; you would then be in the awareness and interest stage. You look up the product on a search engine, and then it comes up in the top search results. If you click on the ad, you would then be in the consideration phase. In this way, a combination of display and search can push users through the funnel.
Describe the synergy between search and display advertising in regards to target audiences from all sides.
Using both search and display leverages cross-channels and targets the audience from all sides. If a user sees a search ad advertising a hotel in a SERP and then a display ad advertising the same hotel while browsing a travel web page, the user might be more inclined to take action because they are experiencing the brand's messaging more than once.
What is one benefit of using both search and display ads?
You can leverage display to get your audience to do certain targeted behaviors in search. For example, you can use calls to action or even make your ad compelling enough for the user to want to investigate. If a dog owner is targeted with pet food display ads claiming to be the most healthy, they may need to do more research and will search for information about pet food. Having search ads for keywords related to a pet food search could help maximize conversions by getting potential customers to move forward in taking the next step (in this case, buying pet food).
What are some known targeting settings?
geotargeting and behavioral targeting
