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RU 630 360 Direct Marketing - About Display Ads and the Google Display Network (Reading)

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About Display Ads and the Google Display Network (Reading)● Benefits○ Reach people in multiple places○ Build campaigns around your goals○ Designed for ease of use○ Optimized targeting○ Smart bidding● How the Google Display Network works:○ Find new customers or engage existing customers using audience segments○ Drive more conversions using automation.● Responsive Display Ads○ Display campaigns use responsive display ads.○ Responsive ads automatically adjust their size, appearance, and format to fit just about any available ad space and improve performance.Display Opportunities (Lecture)● Display Advantages○ Ability to target millions of websites including premium publishers such as news and magazine sites.○ Flexibility in targeting○ Measurement is much easier○ Pricing can be cheaper with banner ads● Display Negatives○ With variety, comes massive choices which can be daunting○ Creating multiple banners versus one piece of creative can take up resources○ Consumer do not engage with banner ads as often● Display Formats○ Text ads on websites○ Image ads on websites○ Video ads on websites○ Ads on mobile websites● Dynamic Responsive Display Banners○ Responsive ads offer more flexibility with minimal setup.○ They automatically adjust their size, appearance and format to fit just about any available ad space.○ For example, your responsive ad might show as a native banner ad on one site and a dynamic text ad on another, as it automatically transforms itself to fit precisely where you need it to go to meet your advertising goals.○ As such, responsive ads can increase your reach and impact while also saving you time.● Creative Best Practices for Display Banners○ Large Logo and Branding■ Ensure your logo and branding is big, clear and prominent○ Choose Fonts Carefully■ So often, we like to choose a “cool” font. We need to ensure the font isclear, simple and easy to read.○ Strong Imagery■ Make sure you get people hooked in when bright, clear imagery that iseasy to understand.○ Be Compelling■ Banner ads have to be eye-catching enough to attract attention○ Be Concise■ At any given moment, someone might see a banner ad and only pay attention to it for a moment○ Be Clear■ Banner ads tend to be relatively small, so you don’t always have a lot of space to work with.○ Enticing Call to Action■ Ensure your phrase is direct like CLICK HERE, SHOW NOW, or WATCH NOW○ Simple Design■ The KISS Rule (Keep It Stupid Simple) applies and you need to ensure consumers understand the banner in a few seconds or even less.● Social○ Social Advertising is the process of creating and deploying clickable ads to reach target audiences through social media platforms.○ Used to build brand awareness, generate leads, and/or capture sales revenue.● Social Advantages○ Ability to target millions of people while they are scrolling through content on their phones, computers and tablets.○ Ability to leverage deep targeting to reach specific audiences○ Measurement is much easier● Social Disadvantages○ With variety, comes massive choices which can be daunting○ Creating social assets versus one piece of creative can take up resources○ Creative copy, images and videos needs to be strategic to break through the noise○ Setting up campaigns correctly can be hard● Social: FB/Insta○ Image○ Video Carousel○ Instant Experience○ Collection● Social: Pinterest○ Promoted Pins○ Promoted Carousels○ Promoted Video Pins○ Promoted App Pins● Social: Twitter○ Promoted Tweets○ Twitter Cards○ Video● Social: Snap○ Single Image○ Video Ads○ Collection Ads○ Story Ads○ AR Experience○ Filters● Social: Tik Tok○ In-feed video ads○ Brand takeover○ Hashtag Challenges○ Branded Lens○ Top Views● Social: Amazon○ Sponsored Products○ Sponsored Brands○ Sponsored Display○ Stores● Why National Brands Leverage Display○ Incremental Reach■ Refers to the additional unique audience achieved through additional media tactics on top of the original tactic.○ Re-engagement○


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