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1 6 Digital Advertising From Code to Product gidgreen.com/course

2 Million Dollar Homepage From Code to Product Lecture 6 Digital Advertising Slide 2 gidgreen.com/course

3 Introduction Ad formats Types of targeting Price models Creatives Landing pages Web Sudoku Buying ads Lecture 6 From Code to Product Lecture 6 Digital Advertising Slide 3 gidgreen.com/course

4 Traditional advertising Mass media Newspapers, magazines, TV, radio, outdoor Local or national, not global Big one-time purchase One message to all recipients No filtering or personalization Success measured indirectly Did sales increase this month? From Code to Product Lecture 6 Digital Advertising Slide 4 gidgreen.com/course

5 Digital advertising Digital media Web, mobile, , desktop Global in scope Pay as you go, small increments Messages targeted by recipient Filtering, personalization Success measured directly Views, clicks, actions From Code to Product Lecture 6 Digital Advertising Slide 5 gidgreen.com/course

6 Underlining the difference Half the money I spend on advertising is wasted; the trouble is I don't know which half. John Wanamaker, store owner Ninety-nine percent of advertising doesn't sell much of anything.. David Ogilvy, advertising executive From Code to Product Lecture 6 Digital Advertising Slide 6 gidgreen.com/course

7 US ad spending (+projected) (world totals approximately double) From Code to Product Lecture 6 Digital Advertising Slide 7 gidgreen.com/course

8 Media and advertising From Code to Product Lecture 6 Digital Advertising Slide 8 gidgreen.com/course

9 Digital ad breakdown IAB Internet Advertising Revenue Report, October 2013 From Code to Product Lecture 6 Digital Advertising Slide 9 gidgreen.com/course

10 How it works Direct sales Hard to find advertisers Transaction cost vs volume Ad networks Aggregate 1000s of publishers + advertisers Copy-paste code snippet Take 20% 50% of revenue Big sites use both From Code to Product Lecture 6 Digital Advertising Slide 10 gidgreen.com/course

11 Top US online ad destinations From Code to Product Lecture 6 Digital Advertising Slide 11 gidgreen.com/course

12 Top US mobile ad destinations From Code to Product Lecture 6 Digital Advertising Slide 12 gidgreen.com/course

13 Introduction Ad formats Types of targeting Price models Creatives Landing pages Web Sudoku Buying ads Lecture 6 From Code to Product Lecture 6 Digital Advertising Slide 13 gidgreen.com/course

14 Online banner sizes (IAB) Full banner 468 x 60 Leaderboard 728 x 90 Wide skyscraper 160 x 600 Medium rectangle 300 x 250 From Code to Product Lecture 6 Digital Advertising Slide 14 gidgreen.com/course

15 Banner ad code <!-- Casale Media: 336x280, 300x250 (Rectangle) --> <script type="text/javascript"> var CasaleArgs = new Object(); CasaleArgs.version = 2; CasaleArgs.adUnits = "6,4"; CasaleArgs.casaleID = 76546; </script> <script type="text/javascript" src="http:// js.casalemedia.com/casalejtag.js"></script> <!-- DO NOT MODIFY --> From Code to Product Lecture 6 Digital Advertising Slide 15 gidgreen.com/course

16 Size vs CTR (AdSense) Click-through rate Banner area From Code to Product Lecture 6 Digital Advertising Slide 16 gidgreen.com/course

17 Interstitials From Code to Product Lecture 6 Digital Advertising Slide 17 gidgreen.com/course

18 Pop-up ads Hated by users Pop-up blockers common Also: popunder From Code to Product Lecture 6 Digital Advertising Slide 18 gidgreen.com/course

19 Search advertising From Code to Product Lecture 6 Digital Advertising Slide 19 gidgreen.com/course

20 Social network ads From Code to Product Lecture 6 Digital Advertising Slide 20 gidgreen.com/course

21 In-text advertising From Code to Product Lecture 6 Digital Advertising Slide 21 gidgreen.com/course

22 Content marketing From Code to Product Lecture 6 Digital Advertising Slide 22 gidgreen.com/course

23 Other online formats Floating ads Mouseover ads Expanding Audio In-video Pre, mid, post-roll In-map Advertorials From Code to Product Lecture 6 Digital Advertising Slide 23 gidgreen.com/course

24 In-app ad formats Mobile banner 320 (or 300) x 50 Full screen (or almost) 320 x 480 (or 440) From Code to Product Lecture 6 Digital Advertising Slide 24 gidgreen.com/course

25 Ads in Past: text Now: images Not always displayed Direct sales Some small networks From Code to Product Lecture 6 Digital Advertising Slide 25 gidgreen.com/course

26 Introduction Ad formats Types of targeting Price models Creatives Landing pages Web Sudoku Buying ads Lecture 6 From Code to Product Lecture 6 Digital Advertising Slide 26 gidgreen.com/course

27 Geography From Code to Product Lecture 6 Digital Advertising Slide 27 gidgreen.com/course

28 Demographics From Code to Product Lecture 6 Digital Advertising Slide 28 gidgreen.com/course

29 Traffic source From Code to Product Lecture 6 Digital Advertising Slide 29 gidgreen.com/course

30 Contextual From Code to Product Lecture 6 Digital Advertising Slide 30 gidgreen.com/course

31 Contextual From Code to Product Lecture 6 Digital Advertising Slide 31 gidgreen.com/course

32 Contextual From Code to Product Lecture 6 Digital Advertising Slide 32 gidgreen.com/course

33 Contextual pitfalls From Code to Product Lecture 6 Digital Advertising Slide 33 gidgreen.com/course

34 Behavioral (retargeting) From Code to Product Lecture 6 Digital Advertising Slide 34 gidgreen.com/course

35 Behavioral From Code to Product Lecture 6 Digital Advertising Slide 35 gidgreen.com/course

36 On-site behavioral From Code to Product Lecture 6 Digital Advertising Slide 36 gidgreen.com/course

37 Profile-based From Code to Product Lecture 6 Digital Advertising Slide 37 gidgreen.com/course

38 Profile-based From Code to Product Lecture 6 Digital Advertising Slide 38 gidgreen.com/course

39 Profile-based From Code to Product Lecture 6 Digital Advertising Slide 39 gidgreen.com/course

40 Affiliate advertising Direct sales But no transaction costs Payment on sale only Open to all From Code to Product Lecture 6 Digital Advertising Slide 40 gidgreen.com/course

41 Affiliate advertising From Code to Product Lecture 6 Digital Advertising Slide 41 gidgreen.com/course

42 Real-time bidding (RTB) Most online ads bought in advance Volumes and targeting predefined RTB ads bought in real-time User visits page with RTB ad Impression auctioned to buyers Highest bid wins Transparent to publishers Use a demand-side platform From Code to Product Lecture 6 Digital Advertising Slide 42 gidgreen.com/course

43 Real-time bidding growth From Code to Product Lecture 6 Digital Advertising Slide 43 gidgreen.com/course

44 Demand-side platforms for RTB From Code to Product Lecture 6 Digital Advertising Slide 44 gidgreen.com/course

45 Introduction Ad formats Types of targeting Price models Creatives Landing pages Web Sudoku Buying ads Lecture 6 From Code to Product Lecture 6 Digital Advertising Slide 45 gidgreen.com/course

46 Fixed price Predefine: Where ads will show Proportion of time Time period (week/month) Direct sales only No tracking required Advertiser can monitor performance Money left on table? From Code to Product Lecture 6 Digital Advertising Slide 46 gidgreen.com/course

47 Cost per impression Priced in CPM = cost per mille (1000) Advertiser sets: CPM rate Above the fold? Limits per day, per user Popular for display advertising Viewing ad builds brand recognition Impression tracking From Code to Product Lecture 6 Digital Advertising Slide 47 gidgreen.com/course

48 Pay per click Priced in CPC = cost per click Advertiser more flexible Click = user intent Popular for search advertising Auction between advertisers Impression and click tracking CTR = click-through rate From Code to Product Lecture 6 Digital Advertising Slide 48 gidgreen.com/course

49 Pay per action Priced in CPA = cost per action (sale) Suits advertiser perfectly Only pay if you get paid Popular for affiliate advertising Any publisher will do Impression, click and conversion tracking CR = conversion rate Publisher forced to trust advertiser From Code to Product Lecture 6 Digital Advertising Slide 49 gidgreen.com/course

50 Total revenue Revenue = Fixed price Impressions CPM/1000 Impressions CTR CPC Impressions CTR CR CPA From Code to Product Lecture 6 Digital Advertising Slide 50 gidgreen.com/course

51 Total revenue Revenue = $1, k $2/ k 2.5% $ k 2.5% 2% $4 From Code to Product Lecture 6 Digital Advertising Slide 51 gidgreen.com/course

52 Defaults and thresholds Defaults What to show if there s no ad ecpm = equivalent CPM All you really care about Threshold Minimum required ecpm Fill rate Check the definitions! From Code to Product Lecture 6 Digital Advertising Slide 52 gidgreen.com/course

53 Ad network example From Code to Product Lecture 6 Digital Advertising Slide 53 gidgreen.com/course

54 AdSense example From Code to Product Lecture 6 Digital Advertising Slide 54 gidgreen.com/course

55 Real-world ecpms Type of site Example 300x250 ecpm Forum $0.25 Gaming $1.50 Fashion $4.00 Real estate $8.00 Local newspaper $10.00 Technology $15.00 Travel $20.00 Investments $40.00 From Code to Product Lecture 6 Digital Advertising Slide 55 gidgreen.com/course

56 Introduction Ad formats Types of targeting Price models Creatives Landing pages Web Sudoku Buying ads Lecture 6 From Code to Product Lecture 6 Digital Advertising Slide 56 gidgreen.com/course

57 Banner creatives Company logo Brand building if no click Value proposition Product (+special offer?) Short, readable, clear Call to action Be explicit ( click here ) Visual buttons From Code to Product Lecture 6 Digital Advertising Slide 57 gidgreen.com/course

58 Solid banners From Code to Product Lecture 6 Digital Advertising Slide 58 gidgreen.com/course

59 Solid banners From Code to Product Lecture 6 Digital Advertising Slide 59 gidgreen.com/course

60 Solid banners From Code to Product Lecture 6 Digital Advertising Slide 60 gidgreen.com/course

61 But From Code to Product Lecture 6 Digital Advertising Slide 61 gidgreen.com/course

62 Clickthrough times From Code to Product Lecture 6 Digital Advertising Slide 62 gidgreen.com/course

63 Creative banners From Code to Product Lecture 6 Digital Advertising Slide 63 gidgreen.com/course

64 Creative banners From Code to Product Lecture 6 Digital Advertising Slide 64 gidgreen.com/course

65 Creative banners From Code to Product Lecture 6 Digital Advertising Slide 65 gidgreen.com/course

66 Facebook CTRs From Code to Product Lecture 6 Digital Advertising Slide 66 gidgreen.com/course

67 Facebook example From Code to Product Lecture 6 Digital Advertising Slide 67 gidgreen.com/course

68 Facebook creatives Image that speaks to audience Also: captures attention Bright colors Happy people Children and pets Funny or odd Clear message alongside Call to action From Code to Product Lecture 6 Digital Advertising Slide 68 gidgreen.com/course

69 Search ads CTR From Code to Product Lecture 6 Digital Advertising Slide 69 gidgreen.com/course

70 Adwords creatives What makes you unique Include prices, promotions Numbers attract attention Call to action (with! after) Keywords in ad headline and text Unusual characters % + * & Capitalize Every Word From Code to Product Lecture 6 Digital Advertising Slide 70 gidgreen.com/course

71 Adwords examples From Code to Product Lecture 6 Digital Advertising Slide 71 gidgreen.com/course

72 Introduction Ad formats Types of targeting Price models Creatives Landing pages Web Sudoku Buying ads Lecture 6 From Code to Product Lecture 6 Digital Advertising Slide 72 gidgreen.com/course

73 Every page is a home page Visitors have multiple paths to your site Direct entry of URL / site name search Links from other sites Social networks Organic search queries Your advertisements Always give some context Plus clear link to home page From Code to Product Lecture 6 Digital Advertising Slide 73 gidgreen.com/course

74 Example entry points From Code to Product Lecture 6 Digital Advertising Slide 74 gidgreen.com/course

75 Landing pages Special purpose pages Not in global navigation Intermediate or destination page For entry points you control or predict Specific internet searches Clicks on advertisements Goal: smooth transition Map the specific to the general From Code to Product Lecture 6 Digital Advertising Slide 75 gidgreen.com/course

76 Organic search example From Code to Product Lecture 6 Digital Advertising Slide 76 gidgreen.com/course

77 Paid search example From Code to Product Lecture 6 Digital Advertising Slide 77 gidgreen.com/course

78 Banner ad example From Code to Product Lecture 6 Digital Advertising Slide 78 gidgreen.com/course

79 Landing page tips Consistent words and design Ad landing page ( site) All home page rules apply One-sentence pitch Call to action Establish credibility 5-second rule But: minimal navigation to rest of site From Code to Product Lecture 6 Digital Advertising Slide 79 gidgreen.com/course

80 Introduction Ad formats Types of targeting Price models Creatives Landing pages Web Sudoku Buying ads Lecture 6 From Code to Product Lecture 6 Digital Advertising Slide 80 gidgreen.com/course

81 Core problems Ceding control of user experience Weakens brand/message Bad ads and bad sites Users don t like ads Can harm word of mouth An effective ad is clicked User gone elsewhere To competitor? From Code to Product Lecture 6 Digital Advertising Slide 81 gidgreen.com/course

82 Amazon ads From Code to Product Lecture 6 Digital Advertising Slide 82 gidgreen.com/course

83 Direct ad deals From Code to Product Lecture 6 Digital Advertising Slide 83 gidgreen.com/course

84 AdSense + our own products From Code to Product Lecture 6 Digital Advertising Slide 84 gidgreen.com/course

85 Banners on puzzle page +4% +2% +0% -2% -4% Bright static banners Quiet static banners -6% Moving banners -8% 7 Aug 7 Sep 8 Oct 8 Nov From Code to Product Lecture 6 Digital Advertising Slide 85 gidgreen.com/course

86 The big break From Code to Product Lecture 6 Digital Advertising Slide 86 gidgreen.com/course

87 AdSense + new affiliation From Code to Product Lecture 6 Digital Advertising Slide 87 gidgreen.com/course

88 Very highly targeted From Code to Product Lecture 6 Digital Advertising Slide 88 gidgreen.com/course

89 Where we are today Ads are biggest source of revenue ~70% display ads after puzzle ~20% AdSense above puzzle ~10% direct deals 3 big display ad networks Monitor performance weekly Rebalance in response Ad quality a constant challenge From Code to Product Lecture 6 Digital Advertising Slide 89 gidgreen.com/course

90 Bad ads: Ugly From Code to Product Lecture 6 Digital Advertising Slide 90 gidgreen.com/course

91 Bad ads: Offensive From Code to Product Lecture 6 Digital Advertising Slide 91 gidgreen.com/course

92 Bad ads: Misleading From Code to Product Lecture 6 Digital Advertising Slide 92 gidgreen.com/course

93 Bad sites: Spyware From Code to Product Lecture 6 Digital Advertising Slide 93 gidgreen.com/course

94 Bad sites: Gambling From Code to Product Lecture 6 Digital Advertising Slide 94 gidgreen.com/course

95 Bad sites: Scams From Code to Product Lecture 6 Digital Advertising Slide 95 gidgreen.com/course

96 User complaints Your advertisement in support of Rick Santorum is enough to cause me to use some other website for this game. I will avoid coming here again! Why do you accept advertising from nomorerack? They are an out and out scam. Read the feedback. From Code to Product Lecture 6 Digital Advertising Slide 96 gidgreen.com/course

97 Ad network filters From Code to Product Lecture 6 Digital Advertising Slide 97 gidgreen.com/course

98 Introduction Ad formats Types of targeting Price models Creatives Landing pages Web Sudoku Buying ads Lecture 6 From Code to Product Lecture 6 Digital Advertising Slide 98 gidgreen.com/course

99 AdRoll retargeting network From Code to Product Lecture 6 Digital Advertising Slide 99 gidgreen.com/course

100 AdRoll: Getting started From Code to Product Lecture 6 Digital Advertising Slide 100 gidgreen.com/course

101 AdRoll: Retargeting pixel From Code to Product Lecture 6 Digital Advertising Slide 101 gidgreen.com/course

102 AdRoll: Campaign settings From Code to Product Lecture 6 Digital Advertising Slide 102 gidgreen.com/course

103 AdRoll: Visitor segments From Code to Product Lecture 6 Digital Advertising Slide 103 gidgreen.com/course

104 AdRoll: Add Ads From Code to Product Lecture 6 Digital Advertising Slide 104 gidgreen.com/course

105 AdRoll: Dashboard From Code to Product Lecture 6 Digital Advertising Slide 105 gidgreen.com/course

106 Google Adwords From Code to Product Lecture 6 Digital Advertising Slide 106 gidgreen.com/course

107 Adwords: campaign type From Code to Product Lecture 6 Digital Advertising Slide 107 gidgreen.com/course

108 Adwords: location and language From Code to Product Lecture 6 Digital Advertising Slide 108 gidgreen.com/course

109 Adwords: bidding From Code to Product Lecture 6 Digital Advertising Slide 109 gidgreen.com/course

110 Adwords: ad extensions From Code to Product Lecture 6 Digital Advertising Slide 110 gidgreen.com/course

111 Adwords: phone integration From Code to Product Lecture 6 Digital Advertising Slide 111 gidgreen.com/course

112 Adwords: create ad From Code to Product Lecture 6 Digital Advertising Slide 112 gidgreen.com/course

113 Adwords: keyword matching From Code to Product Lecture 6 Digital Advertising Slide 113 gidgreen.com/course

114 Adwords: keyword planner From Code to Product Lecture 6 Digital Advertising Slide 114 gidgreen.com/course

115 Adwords: reports From Code to Product Lecture 6 Digital Advertising Slide 115 gidgreen.com/course

116 Facebook ads From Code to Product Lecture 6 Digital Advertising Slide 116 gidgreen.com/course

117 Facebook: objectives From Code to Product Lecture 6 Digital Advertising Slide 117 gidgreen.com/course

118 Facebook: website and images From Code to Product Lecture 6 Digital Advertising Slide 118 gidgreen.com/course

119 Facebook: news feed From Code to Product Lecture 6 Digital Advertising Slide 119 gidgreen.com/course

120 Facebook: right column From Code to Product Lecture 6 Digital Advertising Slide 120 gidgreen.com/course

121 Facebook: audience From Code to Product Lecture 6 Digital Advertising Slide 121 gidgreen.com/course

122 Facebook: audience From Code to Product Lecture 6 Digital Advertising Slide 122 gidgreen.com/course

123 Facebook: more targeting From Code to Product Lecture 6 Digital Advertising Slide 123 gidgreen.com/course

124 Facebook: more targeting From Code to Product Lecture 6 Digital Advertising Slide 124 gidgreen.com/course

125 Facebook: budget From Code to Product Lecture 6 Digital Advertising Slide 125 gidgreen.com/course

126 Facebook: reporting From Code to Product Lecture 6 Digital Advertising Slide 126 gidgreen.com/course

6 Selling Advertising. From Code to Product gidgreen.com/course

6 Selling Advertising. From Code to Product gidgreen.com/course 6 Selling Advertising From Code to Product gidgreen.com/course Million Dollar Homepage From Code to Product Lecture 6 Selling Advertising Slide 2 gidgreen.com/course Aversion therapy From Code to Product

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