Digital Marketing

Module- 3

DISPLAY ADVERTISING
CONCEPT OF DISPLAY ADVERTISING:
Display advertising refers to the act of communicating the advertising message using visually
rich media.
The main objective of display advertising is to build brand image. The first step in building brand
image is to create awareness. Display advertising is very powerful in creating awareness as it is
a push medium, and hence can be shown on websites with huge traffic to reach maximum
users. The mode of communication may be through traditional media or digital media.
Traditional media includes print (newspapers, magazines, pamphlets, journals, etc.) and
television.
Display ads can be either native or non-native. In native/ advertising, the ad content and outlook
is native to the environment of the page on which it is being displayed. Unlike banner (display)
ads which are easily identifiable and differentiable, native ads are not easily differentiable as
they blend well with
the content of the page, its environment and context.
Types of Display Advertisement
1.Display Ad.
2.Overlay Ad.
3.Interstitial Ad.
4. Above the fold Advertisement
5. Video Ad.
6. Sky scrapers Ad.
Display Advertising Terminology:
● Video Ad.
These are of three types:
Pre- roll ads, Mid- roll ads, Post- roll ads
● Linear Ad.
● Non- linear Ad.
● Companion Ad.
● Overlay Ad.
● Native Ad.
● Interstitial Ad.
● Banner Ad.
Types of banner ads: square, small square, skyscraper, wide skyscraper, half page Ad., Large
leaderboard, leaderboard, inline rectangle Ad. .
● Rich Media Ad.
● Text Ad.
● Image Ad.
● Flash Ad.
● Pop- up Ad.
● Pop- under Ad.
Different types of Ad. Tools
● Design Tools
● Resource Management
● Project management and collaboration tools
● Social Media
● Marketing automation
● CRM
Remarketing
Once a visitor visits your website and views a product, the visitor is tracked. Later, if the visitor
leaves your site and visits any other site in the network ( aggregator of publishers) they are
tracked and shown a relevant ad about your product on the other site. It is similar to Facebook
Dynamics Advert.For example consider you visit Flipkart and browse through a particular model
of TV. Later, you exit Flipkart and visit some other website. Now, are shown ads on the new
website you visit, about the TV you browse through in Flipkart. This entire process is called
remarketing i.e., marketing your product again and again to your highly prospective customer.
Remarketing helps you remind your customers about your brand and the product and tries to
convert them into sales. One is simple remarketing in which the creative shown is prepared
beforehand and is static.
In this case, you must copy paste the remarketing code on the source code of your website so
that the cookie IDs of the visitors to the website can be tracked. Then, you must create an
audience list for specific pages of the website such as those who abandoned the cart or visited
specific pages of the site and then ads will be shown to them. You can also do dynamic
remarketing in which different code must be pasted in the source code of the website so that it
appears on all pages of the website. The code has an additional variable known as ‘Product ID’.
Additionally, you must upload a product catalogue in CSV format which also has a variable
known as ‘Product ID’. When a user visits a product page, the product ID is captured and
dynamically data from the catalogue is pulled to create a customized one showing the same
product that the user visited.

Types of Display Ads:

● Remarketing
● Target by website placement
● Target by Internet
● Contextual targeting
● Topic targeting

Different Ad. Formats

● Desktop video advertising
● Mobile video advertising
● Connected TV Advertising
● Display Advertising
● Social media Advertising
● Native advertising
 ● Digital out- of- home advertising
● Brand surveys

Ad placement Techniques
● Excessive ads above the fold
● Full screen floating Ads
● Roadblocks
● Auto playing audio or video ads
● Ads distinguished as content
● Multiple ads dividing main content
● Excessive pagination

5 Types of Advertising Technique:

● Emotional appeal
● Promotional advertising
● Unfinished ads
● Facts and Statistics
● Weasel words
● Bandwagon advertising

Important Ad. Terminology

● Return on Investment (ROI)
● A/B testing
● Cost per click
● Impressions
● Click through rates
● Retargeting
● Display ads
● Interstitials
ROI Measurement Techniques
What is Digital Marketing ROI ?
Ans: Digital Marketing ROI is the measure of the profit or loss that you generate on your digital
marketing campaigns, based on the amount of money you have invested.
In other words, this measurement tells you whether you are getting your money's worth from
your marketing campaigns or not.
ROI Measurement Techniques
● Conversion rate
● Cost per lead
● Lead close rate
● Cost per acquisition (CPA)
● Average Order Value ( AOV)
● Customer Lifetime Value
● Open rate
● Unsubscribe rate
● Bounce rate
● Complaint rate
● Forward/share rate
● Engagement rate
● Dual time

Mobile Marketing
Mobile Marketing is a multi-channel digital marketing strategy aimed at reaching a target
audience on their smartphones, tablets, and/or other mobile devices, via websites, e-mails,
SMS and MMS, Social Media, and Apps.
Types of Mobile Marketing
● SMS Marketing
● MMS Marketing
● Bluetooth mobile Marketing
● Mobile internet Marketing
● Application Marketing
● Mobile Games
● Barcode/ QR
Mobile Marketing Strategies
● Optimize your web and landing page for mobiles
● Find the right audience
● Make CTA accessible for mobile users
 ● Email optimization for mobile
● Voice-search optimization
● User generated content campaign
● Make the website user friendly
● Use SMS Marketing
● Make your site navigable
● Optimized Email for mobile advertising.

Google Adsense
What is Google Adsense ?
And: Google Adsense is a program run by Google through which website publishers in the
Google network of content sites serve text, images, videos or interactive media advertisements
that are targeted to the site content and audience.
AdSense is a free-of-charge, simple way to earn money by displaying ads next to your online
content.
How does it work ?
Ans: Google Adsense provides a way to the publishers to earn money from their online content.
Adsense works by matching ads to your site based on your content and visitors. The ads are
created and paid for by advertisers who wants to promote their product.
Types of Google Adsense
● Display Ads
● Text Ads
● Link unit Ads
● In-feed Ads
● In-article Ads
● Matched content Ads
● Video Ads
● Game Ads
● Mobile Ads

Google AdWords/ Google Ads

Google Ads is an online advertising platform developed by Google, where advertisers pay to
display brief advertisements, service offerings, product listing, video content, and generate
mobile application installs within the Google ad network to web users.

How it works
Google Ads is Google's advertising system in which advertisers bid on certain keywords in order
for their clickable ads appear in Google's search results. Since advertisers have to pay for these
clicks, this is how Google makes money from search.

Bidding Strategy in Google Ads

● Target CPA (Cost Per Acquisition)
● Target ROAS (Return on Ad Speed)
 ● Maximize conversions
● Enhanced CPC (ECPC)
● Maximize clicks
● Manual CPC Bidding
● Target Search Page Location
● Target outranking share
● CPM bidding ( cost per thousand impressions)
● vCPM bidding ( cost per viewable thousand impressions)
● CPV bidding ( cost per view )
● Target impression share bidding

Payment Methods in Google Ads

What is payment method?

And: An e-payment system is a way of making transactions or paying for goods and services
through an electronic medium, without the use of checks or cash.
As these increases, improves, and provides even more secure online payment transactions the
percentage of check and cash transactions will decrease.

Payment method in Google Ads.

● Credit or debit card
● Google pay/ BHIM UPI
● Money transfer
● Net banking
● Payment wallet

Payment Setting in Google Ads.

● Automatic payments
● Manual payments
● Monthly invoicing

Prepared by:
Puspanjali Mishra
MBA Faculty, IMIT