A P P L I C AT I O N S O F

D I G I TA L
MARKETING

-Yog Mishra
 Display Advertising

Display ads are images, videos, or gifs

shown to users on websites or apps. Most
display advertising uses square, landscape,
or skyscraper formats with images, copy,
and a strong (CTA) to entice users to click.
Display ads resemble ads you might see in a
newspaper or magazine, but they appear on
the web.
 TYPES OF
DISPLAY
ADVERTISING
Banner Ads

Banner ads are graphics that can appear at the top, bottom, or sides of
webpages. They leverage a combination of texts and visuals (either static
or animated).
The strategic placement on webpages ensures a large audience sees your
banner ads. Which is why they’re suitable for driving traffic to specific
pages or building brand identity.
When clicked, the ad’s call to action (CTA) can lead users to your chosen
landing page to learn more or to make a purchase—depending on your
campaign’s goal
Interstitial Ads

• Interstitial display ads are full-screen ads that cover the interface of a
website or app.
• They usually appear during natural transition points. Like when you’re
moving between app screens or waiting for a webpage to load
• These ads can be images or videos.
• They’re hard to ignore, which makes them highly effective for
capturing immediate attention. This is why advertisers often use them
for promotions or announcements that require quick action.
 Pop-Up Ads

Pop-up ads are small windows that appear over a website’s content. They
can be in the form of static images, text, or even interactive media.
You can set the rules to trigger them. For example, you can set them to
appear when a user scrolls halfway down a page or after they’ve been on
the site for a certain amount of time.
Unlike interstitial ads that cover the entire screen, pop-up ads are smaller.
Interstitial ads usually appear during transitions, like when a page is
loading. In contrast, pop-up ads can show up at specific, predefined
moments.
 Rich Media Display Ads

Rich media display ads are interactive ads that can include video, audio,
and clickable elements—offering a multilayered experience for your
audience.
These ads can do things like expand when you hover over them or play a
video when clicked. This makes them more engaging than standard ads,
which are usually just static images or text.
With rich media ads, you can incorporate features like forms or quizzes
directly within the ad. Which allows you to gather data or even make
sales without requiring the user to leave the page they’re on.
 Advertising on Display
Network

The Google Display Network is a collection

of over 200 million sites, apps, and videos
where your Google ads can appear.
As this network reaches 90% of global
internet users, joining will greatly increase
the number of eyes on your ads.
According to a study from Wordstream, the average GDN click-through-
rate (CTR) was just 0.46% compared to 3.17% across search. This may
seem minuscule, but it’s important to note this is because you're targeting
users that may not be familiar with your brand at all. The Google Display
Network is first and foremost a tool for prospecting and brand awareness.
The standard CTR for this network is still under 0.5%. But, for targeting
prospects outside of search engines and social networks, that's still pretty
good.
 Responsive Display Ads
(automatically adjust size, appearance,
and format to fit available ad spaces)

Image Ads (static or animated

banners)
Choose Ad Formats
Video Ads (used mainly in
YouTube or video platforms)

Rich Media Ads (interactive

elements like animations)
 Placement Options

Managed Placements Contextual Targeting (ads Automated Placements

(specific websites, apps, or are shown on sites relevant (Google uses machine
video channels) to specific keywords or learning to find the best
topics) placements)
 Remarketing on Google Display Ads
•General website visitors
•Users who have submitted a form
•Users who have downloaded content
•Users who have viewed specific product pages
•Users who have signed up for an account or trial offer
•Users who have completed a transaction or purchased a product
•Users who have begun any of the above actions but abandoned the page
before completing it
 When Display ads show

While the Search Network can reach people while they search for specific
goods or services, the Display Network can help you capture someone's
attention earlier in the buying cycle.
You can put your ads in front of people before they start searching for
what you offer, which can be key for your overall advertising strategy.
You can also remind people of what they're interested in when you use
your data segments to reach people who've previously visited your
website or app.
 In-image advertising is a native
advertising practice that places
an ad at the base of an editorial
webpage image or a static
graphic as an overlay.

In other words, this advertising

method utilizes places where the
Image Advertising user’s attention is the highest and
places ad units within relevant images
of the content.

When a user hovers over the ad

or clicks on it, they can access
more details about the brand.
 Why it is so
Important?

Almost half–or 47%-of

marketers incorporate images in
their content, including ads. In
2023, more than 75% of the
marketing content of 21.9% of
marketers contained visuals.
TYPES OF IMAGE ADS
 Contextual Image Ads

Contextual image ads are served to

users based on the specific web In other words, contextual image
page they are viewing at that ads do not use cookies to track the
moment. These image ads are user’s activity to decide which ads
different from behavioral ads since to display to them. Instead, these
they don’t rely on data such as ads are shown to all users who visit
location or demographics to choose a particular web page.
which ads to show the user.
 Remarketing ads are sent to users
who visited a website but did not
take the desired action before
leaving.

Remarketing
These ads are placed strategically
on other websites that they follow
to remind them of the product
they viewed and encourage them
to take the desired action.
 Corporate Image Ads

Corporate image ads are sent out to promote the

brand as a whole and not to advertise a particular
product or service.
They are intended to paint a company in a
positive light in the eyes of the public.
 Mobile Advertising
•Mobile advertising is any form of advertising that appears on mobile
devices such as smartphones and tablets.
•Companies advertise with text ads via SMS, banner advertisements, other
display ads, and videos.
•Ads are tailored to individual users based on their tastes and/or browsing
history.
•Advertisers employ data mining and other information-gathering
techniques to learn about individual users.
TYPES OF MOBILE ADS
 Text Ads

Text ads are a type of online

advertisement that use words to promote a
product or service.
They often appear in a box and are linked
to the company's website
 How do Text Ads work in Mobile Advertising?
Search Engine Ads (SEM):Companies bid on keywords relevant to their products
or services. When users search for those terms, text ads appear at the top of
search results.
Social Media Ads: Text-based ads are displayed within users' newsfeeds, stories,
or sidebars, often alongside images or videos.
In-App Advertising: Text ads appear within mobile apps as banner ads or pop-
ups, often promoting other apps, services, or products.
SMS Marketing: Companies send promotional messages directly to users’ phones
via SMS
 Mobile App Promotion Ads
App Install Campaigns: These campaigns focus on driving users to install the app
directly from the ad. The ad usually contains a link that takes users to the app store for
easy download.
In-App Advertising: Companies place ads within other mobile apps to promote their own
apps. This can be done through ad networks like Google AdMob, Unity Ads, or Facebook
Audience Network.
Programmatic Advertising: Programmatic advertising uses automated, real-time bidding
to show ads to specific users in apps or mobile websites..
Influencer Marketing: Companies partner with influencers to promote their apps.
Influencers demonstrate the app’s value in their content, providing direct download links
for their followers.
 Call Only Ads

Call-only ads in mobile advertising are designed

specifically to encourage users to call businesses
directly, without the need to visit a website first.
These ads appear on mobile devices and provide
a seamless way for users to connect via phone
call, making them ideal for businesses that rely
on direct phone interactions, such as service-
based companies, local businesses, or customer
support teams.
 Types of Call Only Ads

Google Call-Only Ads: Companies create call-only ads that appear in Google search results on
mobile devices. Instead of leading to a landing page, clicking the ad prompts the user to call the
business directly.
Localized Mobile Ads: Companies can target ads based on a user’s geographic location to reach
people nearby. This is particularly useful for local businesses like restaurants, plumbers, or
emergency services.
Ad Scheduling: Companies schedule call-only ads to run during business hours, ensuring someone
is available to take the call when a potential customer clicks the ad.
Urgency and Instant Access: Call-only ads capitalize on users’ need for immediate solutions,
offering a quick way to contact a business directly. This is especially effective for industries that
provide immediate assistance, such as towing services, home repairs, or medical emergencies.
 Video Advertising
A video advertising strategy is how a company can use video
content to reach their marketing goals. Video marketing could
be used to promote a brand, present a how-to guide, share
customer testimonials, or stream live events.
A video advertising strategy refers to the process of setting
goals and planning how to use the videos, how to determine the
impact, how to reach a target audience, and how you split
test and analyze
TYPES OF VIDEO
ADS
 Linear Video Ads
A linear video ad is a type of video advertisement that plays in sequence with the
content the viewer is watching. It functions similarly to traditional TV commercials
and interrupts the video content, playing either before, during, or after the main
content.
There are three primary types of linear video ads:
1.Pre-roll Ads: These play before the video content starts.
2.Mid-roll Ads: These play during the content, often at natural breaks, like
commercials in TV shows.
3.Post-roll Ads: These play after the main content has ended.
Display Placement: Companion ads are usually placed around the video
player, either above, below, or beside it. They stay visible while the user
watches the video content.
Supporting the Main Ad: These ads often provide more detailed
information related to the primary video ad, such as a clickable link,
product details, or promotional offers.
Multi-Screen Viewing: Companion ads may also appear on second screens
(like smartphones or tablets) when users are watching content on a
primary screen (such as a TV).
 Non-linear video ads are types of video
advertisements that run alongside the main
video content without interrupting the
viewing experience.

Non-Linear Ads Unlike linear video ads (which play before,

during, or after the video), non-linear ads
overlay or appear around the video while it
is being watched, allowing viewers to
engage with the content simultaneously.
Overlay Ads: These ads appear as semi-transparent banners, images, or
text that overlay on the video player while the content is playing. They
typically cover a small portion of the screen and give users the option to
close or interact with them.
Companion Ads: These ads appear alongside the video content, often in
the form of banners or text, typically placed around the video player,
without interfering with the main content. They allow the viewer to click
on or engage with the ad while continuing to watch the video.
 Companion ads are a type of digital
advertisement that appear alongside or near
video content but do not interrupt the video
itself.

They are typically displayed in banners, text,

Companion Ads or images that complement the main video ad.

Companion ads work in conjunction with

video ads to reinforce the advertiser's message
and provide additional information or call-to-
action opportunities.
YOUTUBE ADS
Flipkart- India ka Fashion
Capitol

In 2018, the brand set its sights on

matching up reality with perception by
aligning Flipkart Fashion as India’s
online fashion capital.
But the brand was still challenged by
a fundamental shopping behavior:
frequent shoppers typically buy from
their favorite retailers
The brand quickly cast a wide net online from day one of the campaign, focusing on Tier-2 and
Tier-3 cities where consumer growth was strong and steady.
Flipkart’s video creative played off its previous “kidults” (kids as adults) campaign with a twist:
the first ads teased the addition of two leading Bollywood celebrities, Shraddha Kapoor and
Ranbir Kapoor.
On YouTube, Flipkart was able to use affinity audiences to reach shoppers interested in fashion
apparel and then follow up with bumper ads (featuring both Shraddha and Ranbir) on fashion-
related content.
After the 10-day blast period, the brand tailored its search and dynamic display ads throughout
the rest of the campaign to reconnect with consumers who showed interest in Flipkart Fashion.
 Advanced Adwords

Advanced AdWords refers to the

higher-level strategies and techniques
used within Google Ads (formerly
known as AdWords) to optimize
campaigns, increase performance, and
achieve specific business goals, such
as improving conversions, increasing
brand visibility, or driving sales.
 Advanced Targeting Techniques in Advanced
Adwords
• Remarketing: Showing ads to users who have previously visited your
website.
• Customer Match: Targeting ads to customers based on data you already
have (like email lists).
• In-Market Audiences: Targeting users actively searching or showing
interest in a specific category.
• Similar Audiences: Targeting users similar to your existing customer
base.
KEYWORD PLANNERS
 Finding New Keywords: Companies
input a product, service, or website
Finding
URL into Keyword Planner to generate
keyword ideas. The tool suggests
Keyword related terms that users may be
searching for.
Research

Exploring Niche Markets: Companies

use the tool to discover less
Exploring competitive or emerging keywords in
their industry, which can help them
target underserved areas of the market.
 Refine Your Keyword List

Refining your keyword list allows you to focus on relevant keywords you
might want to target—i.e., terms you have the best chance of showing for
and getting conversions from.
Go to “Add filter” > “Keyword” to filter for keywords that contain or
don’t contain a particular term.
If you want to include/exclude terms with similar meanings as well,
choose “Semantic Match” instead of “Text Match.”
For example, a luxury brand might want to avoid keywords containing
“cheap” or similar terms.
If you used the “Start with keywords” option,
you can find commonly occurring terms in the
“Refine keywords” section.

Click “Expand all” and uncheck the boxes

alongside any irrelevant terms (e.g., brand names
you don’t sell). This will remove the
corresponding keywords from your results.
You’ll need to choose the appropriate keyword match type for each
negative keyword:
•“Broad match” means your ad won’t show if the query contains your
negative keyword with the terms appearing in any order
•“Phrase match” means your ad won’t show if the query contains your
negative keyword with the terms in the order you specified
•“Exact match” means your ad won’t show if the query matches the
negative keyword exactly as you entered it
 Monthly Search Volume: Keyword Planner
provides data on the average number of
Assessing monthly searches for keywords, allowing
companies to prioritize high-volume terms.
Search Volume
& Trends
Historical Data: Companies look at search
trends over time to identify seasonal
keywords or changes in user behavior,
helping them time their campaigns more
effectively
 Separate PPC Keywords from SEO Keywords
To determine which terms you’ll want to use for paid ads and which are better suited
for your website, you’ll want to analyze each term’s search intent (what the searcher
is trying to achieve).
There are four main types of intent:
1. Navigational: Users want to find a particular website or page
2. Informational: Users want to learn more about a topic
3. Commercial: Users want to conduct research before prior to making a purchase
decision
4. Transactional: Users want to complete an action like a purchase
Once you know which terms you want to use for ads, you can save
them by checking the boxes alongside them and clicking “Add
keyword(s) to create plan” (thereafter, “Add keyword(s)”).
 Product List Ads

Product Listing Ads (PLAs) play a crucial role in

digital marketing by helping businesses promote their
products directly on search engines and other digital
platforms.
They are visually-oriented ads that display detailed
product information, including images, prices, and
seller names, making them highly effective in driving
traffic and conversions for e-commerce businesses.
DO AND DON’T OF SOCIAL MEDIA
 DO

1.Engage with your audience by responding to comments and messages in

a timely manner.
2.Use hashtags relevant to your industry and target audience to increase
the reach of your content.
3.Create high-quality, visually appealing content that is relevant to your
audience.
4.Share valuable information and resources with your followers.
5.Utilize paid advertising options to target specific audiences and increase
the visibility of your content.
 Don’t
1.Spam your followers with constant self-promotion or irrelevant content.
2.Ignore negative feedback or criticism. Respond to it professionally and
try to resolve any issues.
3.Post content that is offensive, inappropriate, or infringes on copyrights.
4.Use automated software or bots to engage with your audience.
5.Purchase fake followers or likes. This can damage your credibility and
authenticity.