Display banner advertising is graphical advertising on the World Wide Web that appears next to content on web pages, IM applications, email, etc.
These ads, often referred to as banners, come in standardized ad sizes, and can include text, logos, pictures, or more recently, rich media. Rich media, synonymous for interactive multimedia, is enhanced media that utilizes a combination of text, audio, still images, animation, video, and interactivity content for active participation from the recipient of the ad. With the strong partnership with many display banner networks, and self-developed program, AdPro, different prices of a banner site in a website from different display banner networks can be automatically compared and hence AdTactics can offer that banner site in the lowest price to our clients.
You may picture display advertising like magazine or newspaper ads. However, display advertising has a significant advantage over advertising in magazines, newspapers and TVs: Targeting options such as demographic and behavioral targeting are available to laser in on your audience and, You can track the performance of your campaign daily to measure metrics such as impressions, clicks and conversions to calculate your ROI.
This graph compares each of the targeting options on Conversion Rate and CPA. The size of the bubble around each option reflects the conversion volume you can expect. As you can see, Remarketing will have a higher conversion rate and lower CPA than the other options. This makes sense as you are targeting people who have already shown interest in your site. However, you can expect to generate a lower number of conversions since you are targeting a smaller audience.
If you are just starting out on the Display Network, we would recommend starting with Remarketing and Contextual targeting campaigns as they will give you the most return on investment. However, if you are more focused on branding instead of generating conversions, you may want to start with a Topics campaign to reach the largest audience. Your overall PPC strategy will guide you in where to begin our Display Network efforts.
Focus on Conversions, not CTR. Your click-through rate on the Display Network will be lower than the search network because of the sheer volume of impressions. Since user behavior on search is different from content, focus on conversions, not CTR. Note that Display Network CTR doesn’t affect your ad’s Quality Score on the Search network.
Increase bids on high-performing sites to maximize the delivery of your ads on those sites. We have had experiences where adding sites to managed placements has lead to higher cost-per-clicks without much additional conversions, so test a few managed placements at a time to determine if an increase in bidding increases performance.
Decrease bids on poor-performing sites that aren’t meeting your goals.
Exclude from your campaign specific sites and that aren’t performing well. We will exclude placements at the campaign or ad group level. Start small with just excluding sites at the ad group level. Check to make sure a placement isn’t performing well for all ad groups in a campaign before excluding at the campaign level.
Expand on well-performing ad groups. This is the perfect time to put the contextual targeting tool to use.