Day 15: Display Marketing

What is Display Marketing or Display Advertising?

Is an online advertising format in which the notice (commonly known as banner and consists of text, image, audio, and even video) is displayed in a web landing page, usually presented at the top or side thereof.

And what began as a mere static image with new text has evolved more interactive advertising formulas. Now banners can include audio, video and even may offer some user interaction. This gets more attractive undoubtedly increase the CTR (Click Throught Rate or percentage of clicks on the number of prints) over previous versions.

Today we start with Plista, which is like Zanox. 

Also this video its nice:

with this tools we can see which content is the most shared across the social networks:

Importance of Content Marketing, for example you have an "Anzeige", but when u click the complete article is an Anzeige:

With mouseflow, you can see where are your clients in your website (heatmaps, live mouse tracking, link analyse, etc):

Banners:
- statics
- interactive

Types Of Web Banner Ads hier!

Remarketing Tag

https://www.youtube.com/watch?v=-TZJxRfOJHc

Remarketing in Google Adwords:

--> is predefined on each bottom and integrated into html
-->Viewed items the customer / visited pages are shown as advertising.

Display Advertising with Google Adwords (steps)

Step 1: Create 1 Campaign

•     campaign
•     only display network
•     remarketing can be selected
•     select a bidding strategy (clicks or impressions , or conversions )
•     define locations / languages / equipment etc.
•     define start and end dates
•     display rotation can be selected: the display with the most clicks will be used - according to experience gather useful
•     frequency capping : this determines how many banners are displayed to a user in the remarketing .
•     IP addresses to exclude (eg within a company in order not to display the banner its own employees )
•     A / B tests are possible

 Step 2: Create 2 ad groups

•  set budget
•  define interests of the target group (by selection)
•  combined target group definition is possible

Step 3: Create 3 ads

• Upload file and display design and write text display
• Banner format determine (possibly determine multiple formats to be integrated flexibly )

Orientation / exclusion options

• certain keywords can be excluded ( the environment in which I do not want to be placed
• exclude interests
• exclude certain places
• specific target pages can be excluded (example: Bild.de)
• parameters contained in the URL can be defined

Targeting forms

keyword targeting

1. the display is switched depending on the search behavior of the customer.
2. the user enters keywords into a search engine
3. in the campaign Keywords for display in the run-up to be determined

contextual targeting

1. Ads are running targeted to a relevant environment
2. Advertising will be placed when certain keywords appear on the site

Danger: misplacement in a negative environment (example: car ads in a report on car accidents ) can be avoided.

semantic targeting

1. the content and meaning of the text is analyzed
2. thematically Related ads to show
3. misplacement in a negative environment (example:car ads in a report on car accidents ) can be avoided.

behavior targeting

• the display is switched depending on the behavior of the user. Example: user often searches for cars or car is often located on sites - > Car advertisement is displayed to him .

Re - Targeting

•  the user has already performed an action before it , the display will appear.

    example: Clicking on a product -> Display is switched to convert interest into account.

Nice tutorial in english for make a campaign!

Interesting links that we saw today:

plista.com
interactive-creator.com
mouseflow.de
buzzfeed.com (pepsi next)
sevenonemedia.de
criteo.com
richmediagallery.com
the optimal post in 7 minutes
Tergeting info