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Module - 18 L1 (Display Ads Intro)

The document discusses different display advertising strategies for Colin's film podcast website. It recommends (1) placing ads on relevant sites like film forums and cinema listings pages to target interested audiences, (2) using ad networks to advertise cost-effectively on multiple websites, and (3) retargeting past website visitors and "almost" subscribers to bring them back to the site. The document also provides tips on crafting ads for different goals like awareness, competitive advantages, and converting users to paying customers.

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Sanjida Ritu
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63 views2 pages

Module - 18 L1 (Display Ads Intro)

The document discusses different display advertising strategies for Colin's film podcast website. It recommends (1) placing ads on relevant sites like film forums and cinema listings pages to target interested audiences, (2) using ad networks to advertise cost-effectively on multiple websites, and (3) retargeting past website visitors and "almost" subscribers to bring them back to the site. The document also provides tips on crafting ads for different goals like awareness, competitive advantages, and converting users to paying customers.

Uploaded by

Sanjida Ritu
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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Module – 18

L1 (Display Ads Intro)

Film production agency might be able to help with the creation of the ads if they specialize in digital formats, but they
are likely to be costly and won’t sell ad space themselves.

Colin also shouldn't look for an online ad space in offline business directories.

A forum for movie fans is a good idea – there are probably many people there that could be interested in visiting Colin's
blog.

Alternatively, if he doesn’t know where he wants to post yet, he could contact a network that matches businesses with
ad spaces.

L2 (search advertising vs display advertising)

SEM ppl are actively looking for them cz they are already looking for sth

Display adverts- place ur ads in the right place where ppl visit and is the right place for advertising. More creative options
for marketers. More opportunities for potential customers

Colin’s search ad would only show up when people are searching for keywords on a search engine. This is known as
search engine marketing (SEM).

Search ads are text based so they’re an ideal way to put content in front of people who already have an interest in a
specific subject. In this case, film fans.

Once a person moves away from a search engine, search ads can no longer target them. This is where display ads come
in. These can appear on any website where paid advertising space is available.

As display ads can contain graphics, audio and even video, they can be a lot more engaging. If Colin puts a display ad on
a cinema listings page, he can draw in cinema-goers who may not otherwise search for his website.

L3 (the ins & outs of display advertising)

The best sites to advertise on are the ones where the target audience is likely to be visiting. That way, Colin knows his
ads will be seen by people who are likely to be interested in his site.

Colin could also draw in more visitors by putting the ads in the cinema listings page on Fridays and Saturdays when a lot
of people are going to the cinema. He could even alter the message according to the time and location.

Technically, the more locations Colin can place his ad, the more people he can pull in. The news site or his friend's blog
might still get him a few hits, but the less targeted audience means he won’t get as many as he would from a more
relevant site, like the filmography page.

Module-19

L1 (making display ads meet ur goal)

Awareness

Tell existing customers abt what is new in the business, customer retention
Lots of goals hole create different advert for diff kinds of ppl

FUNNEL

Widest: awareness (target broad audience)

Middle: what are my competitive advantages

Narrow: ppl to become paying customers (discounts or incentives) retargeting]

The text-based advert is quite basic, but could contain subscription information about the film podcasts.

The second video ad might appeal to film fans, but the video itself is too big and takes up the whole of the ad space.

The third, illustrated advert is more general. Through engaging graphics it could show Colin’s wide range of podcasts and
even some of the benefits for subscribers. The advert could also include a testimonial to support the benefits.

L2 (understanding ad networks)

Google display networks (advertising networks) - helps businesses and websites come together for display ads.

Your business bid for the spot deciding how much the business is willing to pay.

Each and every time a website is loaded the buyer are connected at that time and the ads that win fill their ad on the
spot.

Advertising networks collect and share data with businesses like how many times ad shown, how many times ads clicked
and how much is charged.

Ad networks such as Google Display Network or Yahoo are a great, cost-effective way for Colin to get the attention of
individual websites. Ad networks find ad spaces on websites, and sort out payment so he won’t have to.

Colin can also tweet the link to his video, and post it on his Facebook profile. However, this approach can be time-
consuming and he can't be sure his video is appearing on the most relevant sites.

It's probably better for him to use a dedicated service, and spend his time growing his business.

L3 (retargeting customers)

Retargeting ads are a way of bringing potential customers back to a site.

A tailored ad that asks someone to return wouldn’t be relevant for people who are searching with the keywords ‘TV
podcasts’ because they’ve not actually visited his website yet. This is the same for film forum users from other sites.
These two audiences would need to be targeted using a different advert.

However, website homepage visitors, ‘almost’ subscribers and those who download the e-catalogue are all aware of the
website and can be retargeted to draw them back.

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