We’ll wrap up our Google display ads cheat sheet with this one from LinkedIn. If there’s one thing that makes this ad great, it’s the personalization. Because I’m a B2B marketer, this ad instantaneously grabbed my attention when I saw it on the homepage of EZgif (an essential tool for all my fellow content marketers). Beyond that, LinkedIn is doing the same thing as ClickCease—creating fear. More specifically, they’re creating a fear of missing out (FOMO). Because no marketer wants to be a late adopter, this is a super clickable ad.
Consider this... by the time you drive to the location and buy the prospect and yourself a simple coffee, you could have easily spent ten dollars or more, — with no guarantees that the prospect will join you either. See 10 prospects and you've easily spent $100 or more. This can really add up quickly. Why, when our service is a much simpler, fully automated, and a more cost effective option to finding eager new prospects to join your downline.
Caleb recommends looking for conversions, but also looping in analytics to see metrics like time-on-site. Take a look at the top conversion paths to see how these different channels impact your overall conversions. “If you see display is helping organic or even paid search, it’s making an impact by introducing your brand,” he states. “This starts painting the picture of how display is working.” He goes on to explain that tracking is so critical because with Display, “you’re trusting Google to define your audience, but they’re not telling you how they define that, which can be tricky.”
Finally, at the bottom of the advert, the ad includes calls to action links which takes users directly to product categories. To show customers that they don’t just sell headphones, the ad also includes a link to other products they sell. This takes users to their sale section where they can see items with up to 40% off. The only thing we would change here is probably adding more categories such as speakers and soundbars but nevertheless, it’s still a great ad.
The free communication that makes Twitter such a vibrant platform can also be a downside, however. Some brands have discovered that conversations that started with Promoted Tweets or Trends did not go in the direction that they had planned. When starting a promotion, be sure that your reputation management team is on deck to put out any fires if something goes wrong. Keep topics non-controversial and agreeable to capture positive buzz without making negative trends.
Fitt’s Law states the amount of time it takes to click on something is directly affected by its distance and size. Things that are clickable should be large and in a position that can be easily clicked. Considering using large buttons near the bottom or right side of of your ad to encourage clicks. Not only is the positioning logical in terms of the narrative, but its positioning is visual on desktops and thumb-friendly on devices.
SSPs start the process by sending information about the incoming impression to an ad exchange. This includes what the ad unit is, where it is located, and any demographic and geographic information associated with the impression. DSPs that are integrated with that exchange then assess the impression, determining if it matches the advertisers desired audience and any other guidelines they have set. If it’s a match, the DSP will then place a bid on the impression. The bid is determined based on an algorithm that takes a plethora of factors into account such as the time of day, location on the page, similarity of the impression to the target audience, among many, many others. Once all bids are made, the SSP will select the bid that is the highest and place that ad accordingly.
This is an issue that has appeared time and time again. The most common culprits are the Flashlight App, Flashcards for Babies, Photo Frame Editors, Doodling Apps, and Random Games. Sergey is all too familiar with this problem. “Within all those games the kids are moving their thumbs as fast as possible, clicking your ads by accident. This can cost you a lot! For example if you run a very expensive competitive banner (i.e. personal injury, rehab, law, etc.) each click can cost you a lot; a thousand impressions could transfer to around a thousand clicks on these apps.”
If your current following is made up of people who have either been your customer in the past or are likely to be a returning customer, a lookalike audience can be a great strategy. Facebook will find people with similar demographics as well as interests, associations, and friend groups, and include them as an easy way to potentially improve your targeting efficiency.
Responsive Display ads. Creating ads on the Google Display Network is partially automated with responsive ads. To create them, simply enter your ad text, then add your images and logo, and Google will optimize your ads to improve performance. (You can also use our library of images at no cost.) Both new and advanced users benefit from responsive ads because they show as "native" ads, and blend into the font and feel of the publisher's site.
Also, ad networks are known to efficiently work to sell remnant ad inventory. Basically, ad networks take remnant inventory from multiple publishers, segregate them based on demographics and sell the segmented impressions to advertisers specifically looking for similar impressions. Doing this makes sure that the publishers inventory makes it to the right advertiser in the right time.
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Top 5 Programmatic Advertising Platforms for 2020 & Beyond
Here, thanks to DocuSign, we have our first banner ad example that illustrates the power of creating a curiosity gap—that is, using your copy to inspire intrigue in your prospects’ minds. Once you’ve read that headline, you can’t help but wonder: What are the six overlooked strategies that deliver rapid growth? The only way to find out, of course, is to read the ebook.
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Now more than ever, consumers are interacting with an ever-expanding set of media on any number of devices. According to Nielsen’s 2014 report on The Digital Consumer, Americans own four digital devices on average and spend an average of 60 hours a week consuming content on them. On top of this, desktop usage has continued to grow, with ComScore reporting and increase of 37% in 2014. As consumers’ media consumption habits become increasingly more liquid: flowing from device to device, from short- to longform video, and from social media to news articles, it is becoming more and more difficult to track down where audiences are at any given time. Whether they are browsing the web on desktops, watching the new episode of The Walking Dead on tablets, or checking Instagram on their phones, it is important for advertisers to have their campaigns reach their audiences anytime and anywhere.
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Atlas Solutions is a Facebook affiliate. It’s a rich media advertising network with a variety of tools that help advertisers realize the best possible ROI from their campaigns. Atlas offers unique targeting options, allows you to reach the same customers across different devices and provides analytics to measure the impact of ads for offline conversions. It’s one to watch if you’d like to take advantage of Facebook’s user information without competing directly on the network.
AdXpansion is a network that serves over 400 million impressions on adult websites every day. While their reach isn’t as high as JuicyAds or Exoclick, they have some very high quality publishers in their network. They also offer smart bidding options for both CPC and CPM campaigns, which can be advantageous for you depending on your conversion goals.
WordStream Paid Search Strategist Mike Griffith explains the process he uses with clients new to the Display Network: “We start as granular as possible, identifying 5-10 domains that are very applicable to the product or service and start serving up ads on those specific placements first. If the volume is limited, then we expand to other related sites.” But how do you know which sites are relevant? If you’re struggling to make that decision, Griffith advises digging into your top referral sites in Google Analytics.
Relative to traditional advertising like newspaper ads and direct mail, paid online advertising is very efficient. The thing I like best about advertising online is that you can see exactly where your money is going and if it's generating an ROI that makes sense for you. I also like that fact that it's usually a pay for performance scenario, where you only pay when someone actually clicks on your ad and visits your website. Image if you only paid for your newspaper ad if someone called or walked through your front door? The newspapers would go bankrupt!
Triplelift was founded in 2013, which renders them new and fresh. They are a thriving ad network that exemplifies the transition of displays and are catching the attention of major publishers. Their platform radiates convenience and transparency, which encourages publishers to gain insights into the subtleties of this native ad network and its performance.
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An incremental click is a click you wouldn’t have gotten if you were in a lower ad position. For example, while the ad in the first position may get five clicks, the ad in the second position may only get three clicks. In this case, two of the top ad’s five clicks are considered incremental. The CPC for those two clicks is just high enough to outrank the next advertiser. However, the CPC for the remaining three clicks is equal to what the next advertiser is paying for their clicks.
Once you get a campaign or ad group running successfully and providing remarkable returns, the next step is to feed more money into it. Mark told me about one client who took their remarketing campaign from $1,000/month to $50,000/month and still saw great ROI! Another client in the travel industry was seeing such great return that they stopped running their search campaigns and reallocated that money to further grow their reach on display. “Remarketing and display are wonderful because once you hit it right you can just give it more money and get even more return. Your reach is pretty much unlimited,” Mark says.
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NearbyMe2.com actively monitors and filters content on their website, giving users assurance that the ads shown are always up to date. What’s best about this platform, from the seller’s perspective, is it’s entirely free. Advertisers have full access to listings as well as unlimited ad posting. The website also uses interactive buttons and icons to give it a modern and engaging design for its users.
Programmatic Advertising Basics Explained in Under 4 Minutes