DISPLAY BRANDING & RETARGETING
Display Branding and Retargeting is one of the most effective ways to achieve awareness, loyalty and website traffic. This is often overlooked or not even thought of during the traffic building process for your website. Let ranktrust.io display branding experts help your business drive more website visitor conversions.
What Is Display Advertising?
Simply put, display advertising is a way to attract an audience to your social media account or to your website. Usually, display advertising is presented in the form of an image, a video, or text which encourages the visitors of the website to click past the landing page; the ultimate goal is for the visitor to make a purchase.
CPC (cost per click) is the underlying principle of most display advertising campaigns. This means that every time a prospective customer clicks on your advertisement you are charged a small amount.
Our Atlanta brand awareness team also works with display advertising that can also be used for retargeting your online advertising campaign. This means that the advert is only shown to a specific audience that has already visited a certain website.
Why Display Advertising?
We have found through extensive testing that Display ads brings new traffic to your website and is typically responsible for up to 40% more direct and search results. Why? We put a little secret sauce in the ads that makes it happen because approximately half of all ad viewers won’t click on the ads, however they will go directly to your website or look you up on Google or one of the major search engines.
Various forms of display ads.
There are several different forms display advertising can take; one of the oldest forms is “banner ads”. These types of ads usually appear on the top of the webpage in the shape of a banner (hence the name).
The second type is interstitial ads; these are the special web pages that are presented to users before they can access the page they originally requested.
The third type is rich media ads that include video, audio, and various other elements you can click on.
And last but not least there are video ads that you frequently encounter on YouTube, Facebook, and other platforms. Video ads provide an excellent return on investment because they allow you to connect to your audience on a personal level and influence them better. At RankTrust we are experts at all of these types of display ads, and are here help the business owners of Atlanta enhance their marketing strategy.
This new trend of using Digital Display Ads is so powerful that it has taken over search, it’s even taken over the GIGANTIC Television Industry. So, for you and for me, we need to be focused on seeing how digital advertising, when it comes to digital advertising can be effective for our company.
So, YOUR business needs new customers. True? I mean, it is obvious — YES! Here’s the question though, for each one of us to answer…
What’s the number one way to get new business to your site? What’s the number one way to get new customers? What’s the number one way to get a business new customers right now?
Well, the answer is simple. We need to get more people in front of your products and services. The answer is MORE TRAFFIC.
The pros and cons of display advertising.
All marketing activities have their pros and cons and display advertising is no exception.
So, let’s have a look at all the advantages first. We always tell our Atlanta customers that the biggest benefit of display advertising is diversity; these types of ads come in many shapes and sizes and you can choose the format which is most appropriate for your business/product. The second biggest advantage is the reach. If you have a Google Ads account you can access millions of websites. The third advantage is targeting; the extensive reach of the Google Display Network allows you to place your ads on specific websites and target a specific audience. And, last but not least, the data is easy to analyze. You can track the exact number of clicks, audience impressions, and conversions through your Google Ads account. If you want to track the performance of your campaign in more detail you can use Google Analytics.
And now let’s have a look at some of the disadvantages of display advertising. “Banner blindness” means that because audiences are bombarded with dozens of display ads on a daily basis human brain has adjusted and learned to ignore them. The second con is ad blocker which is increasing in popularity year after year. But keep in mind that both of these large obstacles can be circumvented by either remarketing or by presenting the users with an option of either purchasing a subscription or allowing ads.
Display advertising strategy.
Just like with any other marketing strategy, your display advertising strategy should start with setting a goal, and only then should you formulate a specific strategy that can help you achieve this goal.
Some examples of the goals you can set are building brand awareness, generating leads, attracting abandoned customers with the help of retargeting, using the buying process to nurture leads, etc. However, observations of various display advertising campaigns showed that they are most effective when the goals are building and maintaining brand awareness, and fostering brand loyalty. Atlanta businesses that are looking to enhance their brand awareness, should start with google and retargeting ads!
Getting the display network targeting right.
Display network targeting is a crucial part of your advertising campaign. Without proper targeting, you will simply be wasting your money by showing your ads to people who will never purchase your products or services. Fortunately, there are many different targeting options that can help you narrow down your audience. You can utilize keyword to targeting, demographic targeting, or interest targeting. You can also target visitors of specific websites (placement targeting) or target a group of websites connected by a common topic (topic targeting). Also, you can exclude certain websites if you don’t want your ad to appear there (this is called display targeting exclusion).
In the end, you must spend as much time as needed to get your audience targeting as close to perfect as you can, otherwise you will not see significant results from your display advertising efforts, you will simply be wasting your money.
Retargeting & Remarketing – A Conversion Strategy
Retargeting is one of the most powerful and inexpensive marketing strategies revealed. A lot of people don’t know this but 96% of website visitors never contact you when they visit your site the first time. Retargeting solves this problem by literally capturing 100% of all website visitors and allows you to market to them after they leave your website that you worked so hard on.
What is Retargeting?
A way to get your website visitors to come back to your site and take the desired action (buy).
With retargeting you only target users that have already experienced your brand and visited your site. We show them ads as they surf around the internet on over 2 million sites and apps.
How Does Retargeting Work?
After placing a retargeting pixel on your website, a cookie is placed on visitor’s browsers. After websites are visited that allow display ads, it checks to see if the cookie is present and then shows your ad(s). At ranktrust.io we follow those visitors for up to 90 days until they’re ready to purchase your products or services. Like everything else in digital marketing it takes a little time but once it starts working it works extremely well.
4 SIMPLE STEPS TO GET MORE CUSTOMERS TO CONTACT YOU
1. Prospect visits your website to gather more information. 96% of those visitors never contact you.2. While they visit your site we track and drop a retargeting pixel in their browser as this captures 100% of your website visitors.
3. When your prospect is browsing other sites, you stay in front of them by showing your ads which in return builds awareness and trust.
4. The best types of retargeting ads that convert visitors the most to come back to your site are Branding Ads, Reputation Ads, and Offer Ads.
249% HIGHER CONVERSIONS WITH RETARGETING
Glossary
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Ad Agency – A company that provides services such as planning, creating, and buying, and tracking advertisements
and ad campaigns on behalf of a client.
Ad Exchange – An ecosystem through which advertisers, publishers, and networks meet and do business on a
unified platform or system. An ad exchange allows advertisers and publishers to speak the same language in order to exchange data, set prices, and ultimately serve an ad.
Ad Network – A company that serves as a broker between a group of publishers and a group of advertisers.
Networks traditionally aggregate publishers and advertisers and handle remnant inventory, but can have a wide variety of business models and clients.
Ad Quality – A term that refers to the settings that allow sellers to determine which creatives will be allowed to serve on their inventory.
Ad Server – The computer or group of computers responsible for the actual serving of creatives to websites, or for
making decisions about what ads will serve. An ad server may also track clicks on ads and other data. Major publishers, networks and advertisers sometimes have their own ad servers.
Ad Verification – A service that confirms if an ad ran only where it was intended by the Advertiser
Advertiser – An entity that shows its creatives on publisher web pages in order to enhance brand awareness, induce the user to make a purchase, etc.
Agency Trading Desk – A department or arm of an Agency that oversees programmatic buying.
Anonimoys Information – Facts that don’t identify a person specifically, such as age group and gender. Often
referred as Non-PII (Non-Personally Identifiable Information)
API – Application Programming Interface. A way to interact with a piece of software. AppNexus uses APIs to interact
with the AppNexus Console and to allow bidders and the Impression Bus to communicate with each other.
Attribute – A single piece of information known about a user which may be used to match ad content to users. Attributes consist of demographic information (age, gender, geographical location), online behavior, or purchase intents.
Attribution – Attribution refers to how we determine which advertisement was responsible for triggering a conversion
or acquisition. The most common attribution model is last view/last click.
Auction Service – Service through which Buyers buy Inventory through an auction or real-time buying process (RTB).
Audience Byuing – Acquiring inventory based on audience targeting.
Audience Tag – JavaScript or other code on or within a web page or player that requests a graphic server that allows that server to set, read and modify a Cookie.
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Backfill – Inventory that is not pre-sold; i.e. remnant inventory. Can also refer to one ad network filling unsold inventory for another ad network.
Banner AD – A basic image or flash display ad, rather than a rich media unit.
Behavioral Data – Information collected from a users’ online actions, for example, things they’ve searched for in the
past and types of website they frequent. Advertisers sometimes use this type
data in their campaigns to match relevant users with their offers.
Bid Request – Inventory offered by Sellers to Buyer using an Auction Service.
Bid response – The information, specifications and rules submitted to Seller by Buyer in response to a Bid Request.
Blacklist – A list of web sites that an Advertiser will not permit their ads to be placed on. These sites often contain
content that is not aligned with the brand image of the Advertiser.
Brand Safety – Contextual technology aimed at ensuring advertisement does not display on webpages where its
appearance might negatively impact the Advertiser’s brand.
Buyer – An agency representing advertisers that buys or attempts to purchase Inventory.
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Campaign – A campaign dictates a buying strategy for purchasing inventory. Most campaigns also include criteria such as a specific start and end date, daily or overall budgets, frequency restrictions, and targeting based on user or inventory data.
CDN – Content Delivery Network. A CDN delivers static content, such as creative image or flash. Usually a CDN provider has servers across the globe configured to deliver content as quickly as possible, which is why it is typical for an ad server to use one.
Click Log – Server-side log of predefined information gathered when a user clicks on an ad that has passed
through the Impression.
Click-Through Rate (CTR) – The number of clicks divided by total impressions served for a particular creative or
campaign.
Contextual Data – Information on the contents of the webpage that the user is viewing upon ad call. Usually used for
ad targeting; for example, if the user is viewing a newspaper article about travel, airline may wish to display on that page.
Conversion – When a user signs up, makes a purchase, or performs some other desired action in response to an ad.
Also called an acquisition or action, especially to distinguish it from clicks in an commas.
Conversion Funnel – This describes the path a consumer takes from seeing an ad or otherwise hearing about a
brand or concept (the broad end of the funnel) to possibly navigating an e-commerce web site and finally taking a desired action, such as making a purchase (the narrow end of the funnel). In a simplistic example, many users see an ad, fewer click, fewer visit a site, fewer purchase. Various stages of the funnel may be used as a proxy for measuring the effectiveness of advertising, and funnel events do not need to be linear.
Conversion Pixel – A pixel that fires when a user converts, e.g. clicks on an ad, registers, makes a purchase, etc.
Advertisers place conversion pixels on a landing page, registration page, checkout page, etc.
Cookie – A parcel of text sent by a server to the cookie file in a browser and then sent back unchanged by the client
each time it accesses that server. HTTP cookies are used for authenticating session tracking, and storing information about specific users, such as site preferences or buying habits. Advertisers often use cookies to track the number and frequency of advertisements that have been shown. See also First-party Cookies and Third-party cookies.
Cookie-Sync Mechanism – The matching process of the SSP cookie ID to the DSP cookie ID.
Cost Plus – A payment model in which advertisers agree to pay the cost of media plus an additional CPM or % profit
margin on top.
CPA – Cost per action/acquisition. A payment model in which advertisers pay for every action, such as a sale or
registration, completed as a result of a visitor clicking on their advertisement. Note that an “acquisition” is the same as a “conversion.”
CPC – Cost per click. A payment model in which advertisers pay each time a user clicks on their advertisement.
CPL – Cost per lead. A payment model in which advertisers pay for every lead or customer inquiry that resulted from a visitor who clicked on their advertisement. Also known as cost per inquiry.
CPM – Cost per thousand (“mille”). A pricing model in which advertisers pay for every 1000 impressions of their
advertisement served. This is the standard basic pricing model for online advertising. See also CPC and CPA.
Creative – The actual graphical advertisement or banner itself. Common creative formats include GIF, JPEG, JavaScript, HTML, and Flash.
Creative Tag – Similar to an ad tag, this is a snippet of code that gives the location of the creative, which is usually a content delivery network (CDN) or an ad server.
CSV – Comma separated values. A data file used structured in a table form with fields separated by served by a template creative.
CTR – The number of clicks divided by total impressions served for a particular creative or campaign.
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Data Management Platform (DMP) – A system that allows the collection of audience intelligence to Buyers, thereby allowing better ad targeting in subsequent campaigns.
Data Providers – Businesses that provide data about users so that advertisers can better target users Decisioning – The process by which an ad server, ad platform, or exchange chooses who to serve an ad to. This can be based on auction, prioritizing certain advertisers based on relationships and prior agreements, or some other method.
Demand – Advertising demand; entities that wish to buy ad space and display creatives.
Demand Side Platofrm (DSP) – A technology platform that provides centralized and aggregated media buying from
multiple sources including ad exchanges, ad networks and sell side platforms
often leveraging real time bidding capabilities of these sources. Traffic Fuel is a demand side platform.
Direct Media Buy – Pre-brokered agreements between an advertiser and publisher to deliver a certain amount of
specific inventory for a preset cost.
Direct Response – Term applied to marketing or advertising that is designed to solicit a direct response which is
specific and quantifiable. In online display advertising, this can be clicking on ad, making a purchase, signing up for a newsletter, etc.
Display Advertising – Online advertising is often divided into “display” and “search.” Display ads are images and search is text based. Display ads, sometimes referred to as banners, come in standardized ad sizes, and can include text, logos, pictures, or more recently, rich media.
DMA – Designated Market Area. (Sometimes called demographic metropolitan area.) A geographic area originally
defined as a group of counties that made up a cohesive television market. May also stand for the Direct Marketing Association; see DMA OBA Compliance.
DR – Direct Response: Term applied to marketing or advertising that is designed to solicit a direct response which is
specific and quantifiable. In online display advertising, this can be clicking on ad, making a purchase, signing up for a newsletter, etc.
DSP – Demand Side Platform (DSP): A company that allows advertising clients to buy digital media on several
different selling systems or exchanges through one interface.
Dynamic Ad Insertion – The process by which an ad is inserted into a page or player in response to a user’s request.
Dynamic Ad Placement – allows alteration of specific ads placed on a page based on any data available about the user. It allows for multiple ads to be rotated through one or more spaces, on auction without participating.
Dynamic Creative – Many advertisers wish to show different ads to different customers; for example, an advertiser
might wish to show a woman’s polo to a woman and a man’s polo to a man. Dynamic creatives can refer to having a few different creatives and choosing the most appropriate one for the user through some automated means such as audience segmentation or based on frequency and recency.
Dynamic Pricing – The purchase price for an ad impression that is determined via a real-time auction rather than a
predetermined fixed rate.
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EAP – Estimated Average Price: EAP is a bid price estimated to win about half of the impressions from AppNexus
platform sellers based on historical bids and their success or failure.
ECP – Estimated Clear Price: ECP is a bid price that is likely to win most impressions from the Traffic Fuel platform
sellers based on historical bids and their success or failure.
eCPA – Effective Cost Per Acquisition. This is calculated by dividing your cost (or revenue) by the number of conversion
events.
eCPC – Effective Cost Per Click. A translation from CPMs, CPCs, CPAs, and other pricing models they can be com-pared.
eCPM – Effective Cost Per Thousand. A translation from CPMs, CPCs, CPAs, and any other pricing models so they can
be compared to each other.
EMP – Estimated Minimum Price is now termed Estimated Clear Price.
Engagement Metrics – Most digital media buyers are interested in measuring the effectiveness of their advertising. This
is most easily done by direct marketers who use CPAs, but there are a variety of other ways to measure the impact of ads via “customer engagement.” Some possible engagement metrics are whether a user has watched an entire video ad, if a user hovers over a creative with a mouse, and the popular (but possibly low-value) click. The term engagement metrics may also be applied to things other than advertising, such as how long a visitor spends on a web site.
Estimated Average Price – EAP is a bid price estimated to win about half of the impressions from AppNexus platform
sellers based on historical bids and their success or failure.
Estimated Clear Price – ECP is a bid price that is likely to win most impressions from the Traffic Fuel platform sellers
based on historical bids and their success or failure.
Exclusive Inventory – If inventory is associated with a particular bidder, that bidder can set an exclusive parameter so
that no other bidder will see the inventory or bid on it. Useful for sitting in user.
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First Look – Prioritized access to select Advertisers. Instead of the winning impression going to the highest bid, it affords
first right of refusal for an impression within an exchange based on a pre-negotiated floor or fixed price. If the buyer bids, they are guaranteed to win the impression. This privilege is typically granted in return for a commitment.
First Touch – An attribution model in which credit is given to the first impression a user saw.
First-party Cookies – Cookies that use the domain of the website a user is currently on. For example if you visit
www.mysite.com and the domain of the cookie is www.mysite.com, then this is a first party cookie. First-party cookies are usually used for login, user experience, and remarketing purposes. See also Third-party Cookies.
Floor – The lowest price at which a Seller is agreeing to sell an Ad Inventory to a Buyer.
Frequency – How often an ad is shown in a certain period, such as 24 hours. Advertisers often want to limit frequency to
avoid overexposure.
Frequency Capping – The ability to set a limit on the number of times an Advertiser exposes a user to their advertising
within a fixed time period.
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Google tag Manager – See GTM
GTM – Google Tag Manager – a service provide by Google to allow you to aggregate code on a website that is used to track data or collect information. Examples that would be placed into the Google Tag Manager are Google Analytics Code, retargeting pixel code, and other data collection snippets of JavaScript or code that would be placed on a page. GTM allows you to place a single block of code on an entire website and then never touch it again, because all the changes happen in the GTM management console (or in Traffic Fuel). This is also used to prevent your competition from seeing of code of an entire website and then never touch it again, because all the changes happen in the seeing what you use to collect data or who you use to do your retargeting.
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Impression – A creative served to a single user at a single point in time.
Independent Trading Desk – A third-party company that licenses and supports DSP technology to act as a trading desk for Advertisers/Agencies.
Inventory – The opportunity to display digital advertising content in a particular medium, including without limitation, web, mobile, in-stream audio and video, application and/or widget-based advertising inventory.
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Landing Page – The page to which a user is directed after clicking on an ad. If a user clicks on a T-Shirt of the Month
ad, they may be directed to tshirtofthemonth.com, or to
tshirtofthemonth.com/signupnow or some other landing page chosen by the advertiser. This can be slightly different than a CLick URL.
Last Click – A type of attribution model that pays out on the last impression that was clicked on by the user.
Last View – A type of attribution model that pays out on the last impression that was viewed by the – Profit per 1000 (“mille”) impressions.
Lift – The percent increase in performance (measured in ROI, CPC, CPA, etc.) that can be attributed to advertising (or some other marketing endeavor).
Long Tail Publishers – Small, sub-scale ad Publishers such as blogs to niche commercial sites.
Longtail – Ad inventory with relatively low number of users (e.g. most blogs) or less desirable users (very young,
minimal disposable income, etc.). The longtail can be difficult to monetize.
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Marketer – Generally a large advertiser that manages at least some of its own digital advertising. Also called a direct
marketer.
Media Plan – A holistic view of all your real-time media buys and direct media buys.
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Network – Either refers generally to an Ad Network, or specifically to a member on the AppNexus platform that buys
and sells on behalf of advertisers and publishers.
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Open Ad Exchange – A sales channel for Sellers that also provides aggregated inventory to Buyers. It provides
technology that facilitates automated auction based pricing and buying in real-time.
Optimization – Optimization is the process collecting data to determine the price you should bid for piece of inventory based on how successful your campaign has been on that inventory in the past.
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Pixel – A pixel, also called a web bug, is a way to track user data. It is a snippet of code that calls for 1X1 transparent
pixel to be delivered to a webpage by a third-party server. When the pixel loads, the third-party server can record information such as the IP address of the user’s computer, URL of the page, and time the page was viewed. See also Conversion Pixel and Segment Pixel.
Pixels(Tags, Beacons) – 1×1 pixel tags on websites that can track web users’ location and activities, such as a registration or conversion.
Pop Up Ad – An ad that displays in a secondary browser window in front of (Popup) or behind (Popunder) the initial
browser window.
Popunder – An ad that displays in a secondary browser window directly behind the initial browser window.
Popup – An ad that displays in a secondary browser window directly in front of the initial browser window. See also Popunder.
Private Ad Exchange / Marketplace – A virtual marketplace operated by sellers to represent their high value/premium
inventory, providing programmatic access to select buyers (via a DSP) who agree to transact based on pre-negotiated terms. Private exchanges offer access to inventory that is not otherwise available within the open market.
Programmatic Buying – A method that enables Buyers to show a highly targeted piece of Advertiser Content to a
consumer based on their online behavior through RTB.
Publisher (Seller) – A digital service from a traditional broadcaster or a digital music service.
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Rate Card – The list of advertising prices and products and packages offered by a Seller.
Re-targeting – Re-messaging various messages to a collective pool of participants based on the pools the buyer/client
creates.
Reach – The number of unique user IDs that can be reached by online advertising. You might broaden your reach by
targeting new inventory, or evaluate the reach inherent in some set of user data such as “female clothes shoppers.”
Real-Time Bidding – Bidding on inventory in real time. A real-time bid is often dynamically generated based on past
performance of creatives, inventory, user groups, and other parameters. Note that real-time bidding may differ from real-time buying, which can mean allocating inventory in real-time through prioritization rather than a monetary bid. Real-time bidding also implies multiple bidding systems or exchanges making calls to each other in real time.
Real-Time Inventory – Inventory auctioned off in real time, as a webpage is loading. See also Real-Time Bidding.
Recency Capping – A way to space out the showing of an ad over time. For example “don’t show an ad to a user more than once every 20 minutes.”
Remnant Inventory – Inventory that a Publisher is unable to sell directly which is turned over to a third-party.
Retargeting – Targeting users who have performed an action in the past, who may therefore be more likely to perform
the same or a similar task in the future. For example, an advertiser might wish to
put a segment pixel on their website and then target users who have visited their website in the past because they are more likely to make a purchase.
Rich Media – Rich media refers generally to media that has non-standard characteristics such as: Larger than ~40k,
out-of-banner (OOB) behavior, features like “post to Facebook,” plays video within a banner, or in-creative metrics collection.
ROI – Return on Investment.
Rotating Creative – Sometimes a single ad tag is set to send one of several different creatives. The Traffic Fuel
platform allows creatives that rotate between different images, but not that rotate – A target customer for advertisers; i.e. the person browsing the web who will see an ad.
RPM – Revenue per 1000 (“mille”) impressions.
RTB – See Real Time Bidding
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Segment – Members of a target audience identified based on the webpages they visit, the actions they take such as
making a purchase, or data such as gender or location.
Segment Pixel – A pixel that marks a user as belonging to a certain Segment. For example, an advertiser might place
a segment pixel on the homepage and mark all visitor to the homepage as
“homepage visitors.”
Sell Side Platform (SSP) – A technology platform that provides outsourced media selling services for Sellers. It
aggregates ad impression inventory purchased through DSPs or Ad Exchanges.
SSP – See Supply Side Platform.
Supply Side Platform – Analogous to a Demand Side Platform, an SSP enables publishers to access demand from a
variety of networks, exchanges, and platforms via one interface.
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Tag – A snippet of HTML, generally either JavaScript or an IFRAME, that tells the browser to request some content
from an ad server. “Tag” is often used to mean an ad tag but can also be a creative tag
or some other kind of tag. A tag is provided by an ad server or exchange and placed in the webpage by a publisher.
Tag Container – Many advertisers and their media buyers use a number of tags for tracking impressions, clicks, conversions, and other data. Some use tag containers to manage these disparate pixel tags and make it easier to change them via a single source. When a page loads, the tag container code displays the code for all tags stored within the container. Google Tag Manager is an example of a tag container.
Third-Party Cookies – Cookies with a different domain than the website a user is currently on. For example, if you visit www.mysite.com, an AppNexus cookie with the domain ib.appnexus.com would be a third-party cookie. See also First-party Cookies.
Third-Party Data – Any data obtained or licensed by the Buyer from a third-party provider.
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UGC – User Generated Content: Content on a website that was posted by users, not the publisher. For example, Myspace or Facebook profiles. Different publishers have varying levels of control over user generated content.
User Agent – This usually refers to a browser application. For example, Mozilla 5.0 is a specific user agent.
User Data – Information about users that makes them more valuable to advertisers. User data can include age, gender,
location, intent to purchase, demographics, psychographics, wealth, past purchases, and more. Please note that user data is generally associated with a UUID found in a cookie rather than any personally identifiable information. User data is distinct from contextual data. Often used interchangeably with segment data and audience data.
User Generated Content – Content on a website that was posted by users, not the publisher. For example, Myspace or
Facebook profiles. Different publishers have varying levels of control over user generated content.
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Whitelist – A list of web sites that an Advertiser will permit their ads to be placed on. Websites not on this list will not be
used to display ads for the Advertiser.
Y
Yield Optimization – Technique employed by Publishers to determine the value of their ad flow of inventory.
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