1.
Search advertising VS display advertising
- Search advertising
+ Ur ad can only show up when pp are searching =>
So when u left the search engine, and are browsing
around the web,u can not reach them
+ Give advertisers a lot more creative options, different
sizes and formats, images, videos and more => more
opportunities to get potential customers attention
- Display advertising
+ Ur ad can be shown up on any website that’s offering
advertising place
- Display advertising can help with the conversion of
prospects ( potential customers) into paying customers
2. The ins and outs of display advertising
- Targeting options:
+ By defining specific websites, u can zero in on
where u want to be advertising
Ex: If we take our example of a film review podcast
=> u can decide to show ur adverts on any website that
fits into general high-level topics like cinema or art
+ u can even target pp who shows their interest in
specific topic like film or travel based on the kind of
website they have visited in the past
+ Thinking about who u want to reach and what u want
to tell them => will not only keep ur campaign organized
but also help u figure out the message, the tone, the style
ur advertising should take
PRACTICE: Take a moment to write down a few possible
display campaigns you might be able to run. Note the
kinds of adverts you might run, the messages you might
want to get across and the target audience you want to
see those adverts.
3. Popular format of display ads: mostly are
display ads with TEXT and IMAGES
4. Understand the ads network
- Display ad network are like a middle man ( người trung
gian ) – connecting businesses who want to advertise
with website with ad space to sell
- If u found a specific website u wanted to advertise ur
products/ services on, here are few options:
+ display ads network handle both the buying and the
selling of display ads, linking businesses to the websites
that want to sell advertising space
+ Some of those network: GG display network or Yahoo :
they all offer businesses looking to advertise ad space on
the websites
+ Ur busineeses can bid for the spots u want
- It can also help u to target specific audiences through 2
main routes:
+ The topics of the web pages where the ad appears
+ The general information about the pp viewing the
content
- Ads network can handle the money involved: It collect
the money from businesses and pay the money to
show the ads
- Most importantly: Ads network collect and share data
with businesses: they may tell u how many ur ads are
shown/ how many time they’re click on, how much they
cost u/ where they’re been showing up
5. How RETARGETING ( a type of display ads) work
- It lets u know what pp are doing on ur website => in
order to target them with the specific advertise
message ( even after they left )
- First step in retargeting: defining ur target audience
( many solutions, strategies and features offered by
various display networks)
+ U could define ur target audience as pp who
started to fill out the subcription form but did not
complete it
+ Ur retargeting services might need u to ADD A
LITTLE CODE to ur webpage or INTERGRATE it into
web analytical tool => It can collect a list of pp from ur
website
- Next step: creating ads specifically – which might
inclueds like: special offers for extra content/ a free gift
for signing up/ some incentive that’s aim at getting
them back