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

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

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

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

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

Digital advertising Digital media Web, mobile, email, 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

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

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

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

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

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

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

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

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

Banner ad code  <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>  From Code to Product Lecture 6 Digital Advertising Slide 15 gidgreen.com/course

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

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

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

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

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

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

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

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

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

Ads in email 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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

Total revenue Revenue = $1,000 500k $2/1000 500k 2.5% $0.08 500k 2.5% 2% $4 From Code to Product Lecture 6 Digital Advertising Slide 51 gidgreen.com/course

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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