A Guide to Attribution Models & Windows
Attribution models & windows and their roles in advertising are what we will be discussing in today’s article. When it comes to digital advertising, attribution helps us better understand our ad performance and identify areas of opportunity for optimizations. The ultimate goal is to deliver a better experience of the customer journey. What is the importance of attribution when it comes to digital marketing? Hubspot’s 2021 State of Marketing report revealed in a survey that 1 in 5 marketers find it challenging to provide ROI (Return on Investment) for their marketing activities. It means marketers are having trouble determining which channels are working well for them accurately, what needs to be optimized, and which ones they should remove altogether. There is no one-size-fits-all approach for any business, but we’ll take a look at a few of the most popular attribution models and share what attribution windows are, so you can make a better-informed decision that works best for your campaign. Here are some sections we’ll cover: What is an Attribution Model? Types of Attribution Models What is an Attribution Window? The Importance of Cross-Channel Attribution Summary What is an Attribution Model? Attribution Models identify conversions through different clicks and journeys. It assigns credit to conversions through various channels and touchpoints of the customer journey. This can be set up by tracking separate actions as conversions. Here is a more-than-common scenario of a user’s journey: 1. A new user searches on Google for a keyword you’re bidding on. They click on your Google PPC ad and clicks through to your site and browses, but doesn’t convert. 2. The user sees your Facebook Ad post on their newsfeed and clicks on it but still doesn’t make a purchase. 3. The user comes across your Display Ads that are retargeting them for the items they’ve browsed and returned to your website but still doesn’t buy anything. 4. After a few hours on the same day, the user comes back to your website through direct traffic and completes a conversion by making a purchase. This type of scenario where a user interacts with your brand through multiple touchpoints is extremely common because brands typically run ads on several different channels. How do you credit the right channel for the users’ conversion? It depends on what attribution model you’re using. Types of Attribution Models There are many types of attribution models, but we’ll cover seven of the most popular types in our article today. Linear attribution model Time Decay attribution model First Click attribution model Last Click attribution model Last Non-Click attribution model Position-Based attribution model Data-Driven attribution model Linear Attribution Model Linear attribution models look at your overarching marketing strategy and equally credits every channel the user interacts with. For example, Richard first discovered your brand through Google search organically. Then he saw your ad through Connected TV when he was streaming videos at home, prompting him to visit your website. He doesn’t make a purchase but signs up for your newsletter. He then starts seeing retargeted Facebook ads and decides to convert. A lot to unload here, but Linear attribution models say, SEO, the Connected TV ad, Direct traffic, email marketing, and Facebook ads all had an equal role in driving this conversion. This is a holistic way to measure your marketing strategy. Every channel counts. You’ll then be able to evaluate which ones are the biggest conversion drivers (and which to eliminate, perhaps). Time Decay Attribution Model The Time Decay attribution model enables you to determine the channels that generate the most conversions. It does it by distributing credit in increased increments to each channel as it gets closer to the conversion. This means the very last touchpoint will get the most credit, whereas the least amount of credit would go to the first touchpoint. So less value is put in the top-of-the-funnel channels, and advertisers can focus their ad dollars and efforts on bottom-of-the-funnel ones to improve conversion rate. First Click Attribution Model The First Click attribution model will credit the conversion to the very first touchpoint of the user. Example:Sally sees a LinkedIn ad for a creative agency’s eBook, “2021 Design Best Practices”. She’s interested, clicks on the ad, and fills out the form on the landing page to download the resource. She is then entered into an email drip campaign. A few days afterward, she received the first follow-up email from the agency, inviting her for a 15-minute consultation. Sally agrees and ends up hiring the agency for her business needs. If it was the First Click attribution model, the email doesn’t get the credit, but instead, it’s the LinkedIn ad. This model is helpful when it comes to driving new consumers. Once you identify how most people come through to your site or landing page, you’d be able to dedicate more ad dollars to run a successful campaign. Last Click Attribution Model Let’s say Sabrina is scrolling through her Instagram feed and see an ad for a skincare product that grabs her interest. She clicks on the Instagram ad, checks out the skincare company’s site, reads about the product, and leaves. She then spends the next few days researching more about it by watching Youtube videos and reading Google reviews. Sabrina finally decides that it’s the right product, and since she already knows the brand name, she fills out the URL and goes to the site to make a purchase. In the case of the Last Click attribution model, the conversion would be credited to Direct Traffic. It’s a great model to determine which channels drive the most conversions. Last Non-Click Direct Attribution Model This alternate model shouldn’t be mixed up with the Last Click attribution model. The Last Non-Click Direct attribution model will give credit to the last touchpoint that isn’t direct! A simple example would be: someone seeing your Display Ad and clicks on it but doesn’t make a purchase. But the next day, they type in your website URL and convert. Your Display Ad would then get the credit in the Last
Why Brand Advertisers Shouldn’t Panic About iOS 14.5
Our blog, “How iOS 14’s Update Will Impact Your Facebook Ads,” has consistently taken the #1 spot in bringing the most traffic to our website for the past few months. It’s evident that brands and advertisers alike are concerned about how Apple’s revolutionary move towards a more user-privacy-oriented future. So, we figured a follow-up, companion piece might be helpful for our readers. Apple released a privacy feature with iOS 14.5 back in June of 2021. A prompt would pop up and ask users whether they want to allow Facebook and other apps to track their user data. Almost half of the global population of iOS devices have installed the latest version of 14.5. As of August 17, 2021, research shows that only 15% of US users and 21% of global users have opted-in and agreed to allow their data to be tracked. This means that over 3/4s of all iOS users have denied data tracking! This change has undoubtedly caused a blow to the advertising industry, as we all know audience targeting plays a big role in campaigns. Think of the previous data tracking with Facebook as a bike with training wheels. It was steady, and we got to where we wanted, easily. But there is a day where we need to learn how to balance and ride on our own, without training wheels. Right now, it feels like we’re falling over, getting bumps and scratches with the introduction of iOS 14.5, but we’re going to put on a helmet, maybe some knee pads, and keep trying until we figure it out. Like this post-pandemic consumer landscape, this iOS 14.5 reality is the new normal. As players in the digital field, we got to find a way to survive and thrive. We’re here to reassure you everything will be okay and why you shouldn’t panic about the iOS 14.5 update. What You Already Should Be Doing with iOS 14.5 & Facebook Ads Facebook ads saw the most significant impact from the iOS 14.5 update. Here’s a quick recap as to what you should have already done with your Facebook Ad campaigns so far: 1. Depending on your audience size, you should consider splitting up your audience by device. That means iOS and Android users should be in different segments. This will give you a cleaner look at your data. Android users’ data integrity should not be affected. 2. Set up new pixel event tracking and identify the top eight events you want to be tracking on your website, such as scrolls, clicks, add to cart and conversions. If you or your marketing agency has already done this, you shouldn’t be anxious. (For other action items, check out our blog). It’s up to what you do next that matters. Check out this comprehensive video by Hubspot, their expert summarizes the changes and shares some tips and workarounds for marketing success: Tech Giants Are Aiming to Bridge the Gap Okay, maybe Apple and Facebook are going down separate paths, but that doesn’t mean the rest of the digital industry can’t join forces to navigate this change! With the missing data from iOS users, many tech companies are stepping up to bridge the gap. It’s especially evident in the social commerce space. For example, Shopify recently announced that they’d be the first eCommerce platform to bring shopping tabs and organic product discovery to TikTok. Creators are paving the way for a new kind of entrepreneurship where content, community, and commerce are key. By enabling new in-app shopping experiences and product discovery on TikTok for the first time, Shopify is powering the creator economy on one of the fastest-growing social and entertainment platforms in the world. We are excited to help this next generation of entrepreneurs connect with their audiences in more ways—and with TikTok as a visionary partner. — Harley Finkelstein, President of Shopify This means brands can target audiences interested in specific genres and create original content or paid ads that link directly to your in-app shop. Essentially, consumer behavior can be tracked on both TikTok and Shopify and you can access analytical data on both accounts. Other social media platforms have similar functions in place too, such as Instagram and Pinterest. What all these platforms have in common are that: they’re all built around visual content, enable brands to directly connect their product catalogue, and offer in-app shopping options.Customers see it while scrolling, are intrigued by it, click on it, and can buy it directly. Easy peasy! In our Guide to Pinterest Advertising, a highlighted stat showed that half of Pinterest’s users use the platform to shop. Full Steam Ahead with First-Party Data With Google’s announcement of the removal of third-party cookies and the introduction of the Privacy Sandbox, we can’t emphasize it enough: first-party data is the future! Yes, it does mean brands need to establish an email list or newsletter and work on customer engagement, which takes time and effort. But it also means you’re building a loyal audience that is proprietary to your brand! By offering value (through content, discounts, etc.), people would willingly give you their contact information to keep in the know of your brand! You will then be able to get creative with your advertising. Lookalike audiences can be created with your email lists and other First-Party data, so there shouldn’t be any “downtime” for your advertising efforts once you switch gears. Plus, iOS 15’s preview showed another privacy function where it would hide the users’ location so marketers won’t be able to pinpoint and target ads. So by having first-party data, you wouldn’t have to worry about this. Check out our blog to learn more about how First-Party Data and advertising go hand-in-hand. Opportunity to Diversify Advertising Channels Facebook is one of the most effective social media advertising channels, and it always will be. However, suppose your business is reliant on this channel (we’re seeing eCommerce hit hard), we recommend stepping outside your comfort zone, allocate part of your ad budget to new channels. If your ad strategy focuses on capturing your consumers’ attention visually,
Post-Pandemic Digital Marketing Tips For Success
We are on the cusp of entering a post-pandemic era.It’s been a year of lockdowns and social distancing. With the rollout of the vaccines, it’s like seeing the light at the end of the tunnel! People can see their loved ones again, hang out, socialize and travel soon. However, many consumer behavior and trends may be here to stay, at least for the near future. So, let us dive into what has changed and what your brand can do on the marketing end. We’ll focus on how to keep on top of things to retain and grow your customer base and business! In the summer of 2020, amidst the COVID-19 pandemic, we published a 3-part blog series on how to navigate marketing: How COVID-19 is Changing Marketing Planning Marketing During COVID-19 Post-COVID-19 Marketing – What To Expect? In today’s blog, we identify the new shifts of the marketing sphere and share the essential tips to navigate in the post-pandemic world. Here are the main points we’ll cover, and each section will have tips under each section: Bigger Shift Online Show Compassion Be Customer-Centric Promote Enticing Offers Shift Marketing Dollars Strategically Embrace Innovation Remain Agile Let’s get started! Bigger Shift Online It doesn’t matter if you’re a big box brand or a mom-and-pop shop. The pandemic has propelled the need to establish your brand’s online presence further. Sure, you might already have a website, but you can do more online to connect with your audience. Multiple Touchpoints As we’ll expand in later points, keeping in touch with your users is essential. Social media, online webinars, and newsletters are all ways to create multiple touchpoints for you to keep your audience engaged on what you’ve been up to! Build Valuable Content Also, being online is how people (both old and new customers) can find you. An excellent way to extend your website presence is through blogs. By building out content, you can share knowledge about the industry, showcase your offerings, establish your brand as a thought leader, drive organic traffic and improve Search Engine Optimization (SEO). This strategy can work for any industry and business. Incorporating the best knowledge management tools into your website strategy can further enhance your online presence by facilitating the organization, sharing, and dissemination of valuable industry knowledge, empowering your brand to establish authority and attract both new and existing customers through informative content.” Establish eCommerce Presence If you sell products, an online shop should be a no-brainer. It’s important to have your eCommerce platform have optimal performance and provide a seamless user experience. Due to social-distancing practices in the past year, people are buying products online more than going to the store. For example, Target has seen a 175% surge in online sales since 2019. In fact, here’s a quick look at the top eCommerce US retailers ranked by eCommerce sales: Amazon completely dominates this chart by having more sales than the other 9 in the top 10 combined. So if you’re an eCommerce vendor, you should consider listing your products on Amazon and even run Amazon Ads. However, if you plan to advertise via email, consider creating an online catalogue with your products and sending it in the form of a link or free QR code. Digital Advertising Whether you’re a B2C or B2B company, digital advertising should be a major part of your marketing strategy. For example, Social Display Ads are a terrific way to repurpose your awesome social media content and share it across the internet as Display Ads. Customer Service Management Google released a report on pandemic consumer trends in July 2021. One of the points was: “25% of consumers reported pain points in their online customer journey, such as payment issues, lack of customer support, or availability“. Customer service and relationship management are crucial, not just in person but online as well.Your brand should be accessible to your customers. That’s why you should think about investing in reliable Customer Relationship Management (CRM) software. Some good vendors include Zendesk, Hubspot, and Salesforce. For businesses struggling to meet customer support demands, customer support outsourcing can be a viable option to provide 24/7 assistance and improve customer satisfaction. People should look you up online to find out your store hours and inquire about your services easily. Consider setting up live chat or FAQs on your website and social media to automate the process and provide a seamless customer experience. If your business has a mobile app, you can also consider integrating live video and chat in your app to enhance the customer experience. All of the tips mentioned above takes time, expertise, and planning. You may consider partnering with a digital agency for your needs. Also, check out our favorite list of digital marketing tools to use to enhance your online strategy! Show Compassion The pandemic has caused a lot of stress and anxiety amongst people. Therefore, you need to be compassionate, caring, empathetic, and trustworthy as a brand. Be more human Now more than ever, people are seeking to purchase from brands that align with their values.It doesn’t mean you have to immediately become a sustainable brand or post a rainbow logo for Pride Month. It’s not about performing but more about being genuine. Do what is realistic and appropriate for your brand and its values. For example, celebrate your team’s cultural diversity by hosting team activities. Or, maybe every Thanksgiving, your office goes volunteer at the soup kitchen, spread the love, and share it on social media! People want to see your personality and what you’re about as a company. It puts a face on your brand, and it creates that human connection. Revamp Your Communication Strategy It’s no longer just about selling to a customer. Your communication strategy should be connecting authentically with your audience. Whether as a guru or a friend, you’re there to offer a solution. By providing value through your words and copy, people will find you helpful and want to buy! Stay true to your brand’s voice, but think about tweaking your communication strategy a little bit to be
Demand Side Platforms vs Supply Side Platforms: 5 Key Differences
If you’re exploring programmatic advertising, you most certainly would have come across the terms SSP and DSP. Are you wondering what makes them different from each other? Both Demand Side Platforms and Supply Side Platforms are involved in the programmatic advertising process, but 5 key differences set them apart. It’s time to take a closer look at each platform, how it works, and how it contributes to the overall system that drives programmatic advertising technology. By the end of this post, you’ll understand the definition of each term and its role in automating, targeting, and personalizing the ads you see online today. Let’s get started! Here are the five key differences we will cover: Opposite Ends of the Same Programmatic Process A Demand Side Platform (DSP) Helps Advertisers with Ad Placement A Supply Side Platform (SSP) Sells Ad Inventory to Advertisers The Technical Function Isn’t the Same They Use Data For Different Reasons If you’re short on time, we’ve got a concise TL;DR – What Have We Learned section too. #1: Opposite Ends of the Same Programmatic Process Programmatic advertising needs both DSP and SSP ad tech to function. In business, there is always supply and demand – which is where these terms come from. Each term sits at the beginning or end of the programmatic advertising process, depending on which perspective you’re taking. Let’s explore the terms. What Does DSP Mean? DSP stands for ‘Demand Side Platform’ and refers to technology that automates advertising buys for advertisers. In other words, a DSP is a software that lets advertisers buy ad space. When comparing an SSP vs. DSP in terms of automation – both use the real-time bidding auctions that are inherent in the programmatic process to trade ads for ad space. So, the Demand Side Platform ‘demands’ the ad space, and the Supply Side Platform ‘supplies’ it. They’re at opposite ends of the same amazing automated process! What Does SSP Mean? SSP stands for ‘Supply Side Platform’ and refers to technology that automates ad inventory sales for publishers. In other words, an SSP is a software that lets publishers sell their ad space. #2: Demand Side Platforms (DSPs) Helps Advertisers With Ad Placement A DSP is what advertisers use to find the right ad space on the internet.DSP ads are placed when a target user clicks to a website. In mere milliseconds, the real-time auction occurs, and successfully placed ads are put in front of targeted users at the right price point. Before, advertisers would have to negotiate with publishers where their ads could go manually. Platforms were limited, and so was audience reach. These days, the programmatic advertising process gets it done automatically. Your DSP has specific artificial intelligence and machine learning to help advertisers correctly place their ads for the best possible price. Simultaneously, it’s also shown to people who are more likely to click and convert. A Demand Side Platform (DSP) eliminates the need for salespeople, lengthy negotiations, and limited ad placements. #3: Supply Side Platforms (SSPs) Sells Ad Inventory to Advertisers An SSP is what publishers use to sell their ad inventory to the best possible advertisers for the highest achievable price. There are several ways they do this, prioritizing inventory and doing private deals to sell their premium spots first. When comparing an SSP vs. DSP, it’s helpful to know that an SSP’s primary goal is to achieve their total fill rate and maximize their earnings. On the other hand, a DSP would want to place ads on the highest quality sites for the cheapest possible costs. Their basic function isn’t the same – which brings us to difference #4. #4: The Technical Function Isn’t the Same While SSPs and DSPs use much of the same technology, it differs because their aims aren’t identical. SSP tech works to sell, while DSP tech works to buy and place. Both platforms use machine learning and AI technologies, and they are both connected to large data sources and RTB auctions during the process. DSP software tends to function to optimize the way ads are targeted, which is why agencies can set actions, demographics, location, behavior, and a host of other parameters to find the right sites or apps to bid on. SSP software optimizes the way they manage inventory, gain revenue from that space, and how effectively it sells to advertisers. They do this by setting pricing parameters and rules for advertisers searching for space. DSPs and SSPs need specific integrations to function, like data center access and connections to ad exchanges and networks. Your DSPs are a buy-side service, while your SSPs are a sell-side service. Programmatic though they both are, they serve the best interests of their respective parties (advertiser or publisher). #5: They Use Data for Different Reasons Both Demand Side Platforms and Supply Side Platforms are indeed data-driven and able to access enormous volumes of data so that they can streamline their programmatic advertising processes. DSPs and SSPs collect their own data, but they also use data from Data Management Platforms (DMPs). These Data Management Platforms inform both DSPs and SSPs, for different reasons. Data integrations will help each platform make better decisions about optimizing their service and achieving better results for their clients. The data can include everything from purchasing behavior to preferred websites, interests, and even where your audience likes to eat dinner. The right data integrations will help DSPs reach more relevant customers and contributes to their knowledge base and overall consumer insight. On the SSP side, data management platforms help them understand their advertisers better and give them insights they can use to price their space better. A Programmatic Advertising System That Works Overall, data is essential for the programmatic advertising process because it keeps the system intuitive, functional, and working for everyone’s best interests. The ad tech is similar but not the same because their functions are different. And finally, each taps into data management platforms to help them make better ongoing decisions. These 5 key differences are how you’re going to end the DSP vs SSP confusion once and
What is Connected TV (CTV) Advertising?
Programmatic advertising has become increasingly popular due to its effectiveness in reaching audiences. Display, Social Display, Audio…are all popular advertising channels. Today, we’re going to dive a bit deeper into two trending ad types: Connected TV and Over-The-Top (OTT) Advertising. What is Connected TV? What is OTT? What’s the Difference Between Connected TV and OTT? Why is Connected TV and OTT Becoming Popular? Types of Connected TV Ads Benefits of Connected TV Advertising How Do I Run CTV Ads? What is Connected TV? When we talk about Connected TV, we need to talk about Over-The-Top Advertising. These two types of advertising are not competitive but instead part of each other. Connected TV is a subset of Over-The-Top, which encompasses the devices that can connect to the internet and stream videos. Here are some examples of Connected TV devices: Smart TVs These cover televisions that have a built-in internet connection and media apps. Examples are Netflix, Tubi, Prime Video, HBOMax, Paramount+, etc. Gaming Consoles Consoles like PlayStation, Xbox, Nintendo Switch can be connected to the TV and have streaming functionalities in their app stores, including Youtube, Twitch, Netflix, etc. Find out why gamers are a target demographic marketers shouldn’t underestimate! Connected Device These are also known as Over-The-Top devices, which can be plugged into TVs (even if they’re not Smart TVs) and connect it to the internet to use apps and stream videos. Examples include Chromecast, Roku, and Amazon Fire Stick. What is OTT? Over-The-Top stands for the video content people stream from the internet instead of broadcast, cable, or satellite TV.OTT platforms include Hulu, Amazon Prime Video, Netflix, Sling, Discovery+, Paramount+, Disney+, NBC Peacock, Tubi…etc. Be sure to check out our other blog post, “What is OTT Advertising?” for more information. What’s the Difference Between Connected TV and OTT? Let’s drill it in: Connected TV is the over-arching term for all types of advertising on TV that connects to the internet. Over-The-Top is TV content delivered across the internet that CTV devices (SmartTVs, smartphones, tablets, etc.) can access. To differentiate the two, remember: Connected TV is the conduit for delivering Over-The-Top (OTT) video content. The graphic below are all the devices that are OTT. As you can see, CTV makes up a portion of it. Why is Connected TV and OTT Becoming Popular? Do you pay for cable but have channels you never watch? The introduction of on-demand video streaming has revolutionized the way people consume media. You can now binge-watch a series overnight; rewatch your favorite comfort show whenever you want, or check out movies you weren’t able to watch in the theaters before! With so many options that offer affordable monthly costs, it’s no wonder people are leaving traditional TV behind and flocking to watching OTT content through Connected TV. Cord Cutters stand for people who don’t have (or chose to opt-out of) cable television. According to TechJury: 30% of US consumers plan to cut the cord in 2021 Almost all Americans aged 25-34 access TV through the internet 90% of young people prefer accessing TV content through the internet Advertisers have noticed this shift and are moving their ad budget from traditional to digital to capture this emerging audience. Types of Connected TV Ads Here are the three types of Connected TV Ads you can choose from: Home Screen Placement These are display ads that are on the home screen. It can be a static image, animated image, or short video. In-Stream Video Ads These ads are around 15 to 30 seconds long and…drumroll please: they are unskippable! They are served before a show starting or during the run time. Interactive Pre-Roll Ads These types of ads are interactive–viewers can click on your ad and be directed to your landing page. Benefits of Connected TV Advertising Precision Targeting You can laser-focus your advertising dollars on your target audience. Here are options available for CTV ads: Device Type Device Model Frequency Capping Cross-Channel Advertising Lookalike Audiences Retargeting (First-Party and Third-Party) Time of Day Day of Week Save Time & Effort on Creatives If you have previous ad creatives for video (like Youtube or Social) or traditional television, you can reuse them for Connected TV! It’s cost-effective and saves your team time and effort! Brand Safety You can ensure your ads are reaching engaged audiences on premium channels and content. Guaranteed Viewability Most OTT ads are delivered through a full-screen experience, so advertisers can have peace of mind that their ads are properly seen, compared to other formats of digital ads like below-the-fold display ads. High Ad Completion Rate CTV Media states that the average completion rate of watching an ad to the end is 98%. Measurable Ad Results Compared with traditional television ads, the data you collect from ad campaigns have more audience data. Here are some metrics you can track with CTV ads: Click Rate Video Completion Rate Impressions by: Platform Device Date Day of Week You will also see how many impressions your original order had, compared to the actually aired impressions. Connect with Younger Audiences Earlier, we cited TechJury’s study on Cord Cutters (people who only consume TV content from the internet). The two biggest demographics are Millenials and Generation Z. If you’re thinking of reaching a younger audience, you should consider running OTT ads through Connected TV! How Do I Run CTV Ads? So, have you piqued your interest in this advertising channel? Where do you start? Know your target audience. What is the demographic? What are their interests? What are the types of content they consume? What stage of the customer journey are they currently in? Decide what ad creatives to serve on which OTT channels. Find a Demand Side Platform (DSP) or advertising partner that specializes in Programmatic Connected TV Advertising. Programmatic is the automation of digital ad buying. Say goodbye to the days where you had to negotiate and pay high prices for a primetime slot on traditional TV, all while competing with other companies. Programmatic uses Artificial Intelligence and software to purchase ad
What are Display Ads?
Display ads are the most common type of ads you see on the internet.Today, we’re sharing an overview of them. Here are the topics we’ll cover: What are Display Ads What are Display Ads Good For Types of Display Ads What are Programmatic Display Ads Why You Should Run Display Ads Benefits of Partnering with War Room Photo by Mike Tyler on War Room Inc What are Display Ads? Display Ads are image-based, banners displayed in designated areas for advertisements on websites, social media platforms, and apps. Display ads cover a wide range of media, such as: Text Video GIF Audio Static Images HTML5 Flash content and more Display Ads are usually found in the headers, footers, or sidebars and come in various formats. Most Display Ads are charged on a Cost-Per-Click (CPC) basis, which means when someone sees your ad online and clicks it, you get charged the amount based on your bidding strategy. The strongest suit of Display Ads is that they create demand and the feeling of need. What are Display Ads Good For? One of the most popular digital advertising formats is Paid Search. These answer the demand of consumers who are actively searching for a product or service. Display Ads, on the other hand, are excellent at building awareness and driving engagement. People might not know they need your brand–yet! They are not proactively looking for you yet, but are likely visiting websites related to their interests or needs. That is why advertisers love running Display campaigns: they can reach the right consumers at the right place and time and convey the immense value their brand has to offer! Display ads are great for: Retargeting Brand awareness Acquisition Increasing: Impressions Time on site Ad clicks Website traffic Landing page visitors Conversions and more Display Ads are usually found in the headers, footers, or sidebars. Most Display Ads are charged on a Cost-Per-Click (CPC) basis, which means when someone sees your ad online and clicks it, you get charged the amount based on your bidding strategy. The strongest suit of Display Ads is that they create demand and the feeling of need. Types of Display Ads All Display Ads are image-based (static or animated), completed with text (such as taglines, Call-To-Actions, etc). They are distributed across websites, apps, and social media platforms. Let’s take a look at the types of Display Ads there are available for brands to choose from: Traditional Banner Ads These banner ads are fixed in nature and tend to broadcast the brand or products. These are the most common types of Display Ads you will find when browsing the internet in different visual measurements. Interstitial Ads These ads pop-up on the fullscreen before the user is directed to the page they originally intended to. They usually appear in a mobile browser or within an app. Remarketing Ads Brands use Remarketing Ads to target people who have visited your website previously. The main objective is to close the deal. The ad content is often personalized, for example, showcasing products from the online shopping cart where one did not complete the purchase. Native Ads Native Display Ads are made to fit into the design on the website they are on, typically an editorial setting. They blend in and offer the users a more seamless experience consuming content on the page. Discovery Ads Discovery ads are native ads that appear in Google’s Display Network. It has an expansive reach of 3 billion users (Google and Youtube etc.) and uses targeting functions that dip into people’s website history, previously-watched videos, downloaded apps, and map searches. By doing so, it exposes users to new products and services they might be interested in. Social Display Ads This is a new and exciting ad format that is exclusive for programmatic display. It takes existing social media posts and serves them around the internet as Display Ads. It saves advertisers time (not having to design new ad creatives), maintains brand consistency, and extends ad reach tremendously. See here on how to win big with Social Display Ads! Programmatic Display Advertising It is expected in 2021 that the total global spend on Display Ads to hit $204 billion, with $147 billion allocated towards programmatic display advertising. Why?Because programmatic advertising is the smartest and effective way for brands to track ad spend and hyper-target their dream audience. Programmatic eliminates the lengthy process of human negotiations for ad space and instead uses software technology to purchase digital ads. The process looks like this: You pick the space you’d like for your ad to show up on. Your bid is entered against industry competitors. If you’re the highest bidder, your ad is then served. Easy peasy, lemon squeezy! According to Emarketer, programmatic display ad spending will take up 87.5% of the market by 2021. Programmatic is the future. Why You Should Run Display Ads Here are some useful statistics on Display Ads to persuade you: 86% of digital display ads in the USare programmatic (2020) 70% increase in conversions areseen in Remarketing Ads 90% of internet users are reached byGoogle’s Display Ad Network Benefits of Partnering with War Room Running programmatic Display Ads is an excellent way for brands to optimize digital ad spend. Programmatic technology can target audiences granularly and serve relevant ads to them at the right place and time to sell more. It’s vital for a brand interested in investing in programmatic ads to partner up with the right company. They must have excellent technology, expertise, and cross-channel functionalities. Lucky for you, this is exactly what we do at War Room! Cross-Channel Advertising War Room is proud of its Cross-Channel Advertising functions (not many agencies can offer this). We connect brand advertisers with enormous ad networks. Your digital strategy may be multi-pronged, and we are here to connect them all. For example, you can exclude your Facebook leads from seeing your Google Display Ads to save money and consolidate leads. Beautiful Reporting & Data Insights We compile all the data that is measured and integrate it into our beautifully branded
A Guide to Keyword Match Types
If you have run a Pay-Per-Click (PPC) Search Campaign on Google Ads, you most definitely had to choose a “Keyword Match Type”. There’s no doubt it can be tricky and confusing. As a business owner, your hope for Google Ads campaigns would be to show up for people who are actively searching for a business like yours with high intent to convert. But how do you know if your keywords are working? Which keyword match type is right for you? Note: There were a few updates in 2021. Click here to jump to this section. Google Search & The Importance of Keywords Did you know that Google processes 40,000 search queries every second? That means a whopping 3.5 billion searches a day! This is why brands are working hard to nailing their keywords to serve their Search Ads to their target audience. For PPC Search campaigns, you choose a goal: Sales, Leads, or Website Traffic. Then create specific keywords and ad groups, set your target audience and budget, and start advertising. Of course, you then monitor and optimize your campaign as it runs and tracks your progress. When running Paid Search campaigns, you only pay when someone clicks on your ad. Therefore, it’s crucial to have fine-tuned keywords relevant to your audience and not have an overly generic keyword that people might click on and waste your advertising budget. Let’s say you’re a company that sells wine glasses. You don’t want people looking up “prescription eye glasses” to click on your ad as you will have to pay for each click, relevant or not. That’s why there are different keyword match types to choose from to best optimize your coverage. Keyword Match Types Keywords are specific words or phrases which advertisers use to predict and match the term people type in the Search Engine when searching for a product or service, which then serves relevant ads to them in the search results page. The Match Type examines how accurate and relevant the keyword matches a person’s search query, then determines if it qualifies for online auction. Advertisers will use the different matching options to deliver a variety of user searches. Let’s take a look the different types below. Broad Match Board Match is the default type for all your keywords unless you specify any other options. If you set it to this, ads might appear in search results related to your keyword, even if it doesn’t contain the actual phrase. Some reasons to choose this option would be: it helps with a broader audience reach driving more people to your website save time on building more intricate keyword lists a simpler ad budget structure Here’s Google’s example of how a Broad Match Keyword would work: According to Google, Broad Match Types also takes the following into consideration: The content of your landing page The user’s recent online search activities Other keywords in your ad group to gauge keyword context Google doesn’t recommend using similar keywords like “blue coat” and “coat blue” because they would be recognized as duplicates, and whichever one has a higher Ad Rank would be chosen. Under Broad Match, there is “Broad Match Modifier”. These ads are shown if the keywords appear in the user’s search query if they are exact, or in a close variant form. Keywords should be highlighted with “+” to showcase that they need to be part of the search query to show up. The only time the ad wouldn’t show up would be synonyms. Update: July 2021As of July 2021, Google Ads, Microsoft Advertising and Yahoo! Japan are phasing out Broad Match Modifier. Some of the behaviors of Broad Match Modifier are going to be added to Phrase Match type instead. Be sure to check with your advertising agency if there’s anything you need to do on your end for this change. For War Room clients, we have changed how we process the broad match modifier function in keyword templates in inventory campaigns, and will now generate a new phrase match keyword instead of a broad match keyword. You won’t be required to make any changes to campaigns, we will do that for you. Phrase Match Phrase Match Ads will appear to people who use the exact phrase (or close variants) you specified in your search term. Compared to Broad Match, Phrase Match is a level more targeted but is a step more flexible than the exact match. Advertisers get to control how close a keyword matches a person’s search term for their ad to appear. Close variants can count as: misspelled words, single and plural forms, abbreviations, stemmings (like: fix and fixing), paraphrases, synonyms, and other keyword terms that might share the same meaning. Negative Keywords Negative keywords are used to exclude your ads from showing on search results you don’t want, which saves you money on irrelevant ad clicks. An example would be: you are a shoe company that doesn’t sell dress shoes, you can add a negative keyword for dress shoes. Here is a detailed example of different Negative Keywords that fall under each Match Type: The Relationship Between Keywords & Landing Pages If someone looks up a specific keyword and they click on your link, they expect to find what they are looking for. So no matter what keyword match type you choose to use in your PPC search ad campaign, it’s important to serve your audience with highly-relevant content and information of said-keyword. With so many search results out there, you need to make a good impression with your landing page. Download: Blueprint for a high converting landing page Update – September 2021 Keyword Matching + BERT BERT is Google’s neural network-based technique that handles natural language processing. It helps Google discern the context of search query words, and understand the user intent behind the queries and properly match keywords. Search Engine Land says BERT is useful when it comes to Broad Match Keywords. Google uses an example: “A highly specific query like “1995 5 speed transmission seal input shaft” is now able to match with the broad match keyword “auto parts”
Programmatic Guaranteed vs Preferred Deals
Programmatic is a broad umbrella that encompasses many types of advertising, such as open auction, private marketplaces, real-time bidding, programmatic guaranteed, preferred deal, and so on. It can be overwhelming for brands to choose which type to run ads on! In this blog, we will be Programmatic Guaranteed and Preferred Deals. Feel free to read out other blogs to learn more about other programmatic deals, such as: What are RTB, Programmatic Direct, and Private Marketplaces? Programmatic Direct vs Real-Time Bidding: What’s the Difference? Quick refresher: programmatic is the automation of the ad buying process. The process of ad inventory selection, price negotiations, and audience targeting — all happens in real-time. Inventory may vary based on your budget and audience segments, but the ultimate goal is to serve your ads to your target audience at the right place and time, at the best price. Programmatic is an excellent choice for businesses that want a hyper-targeted and data-driven digital marketing strategy. Its popularity is increasing among small and medium-sized businesses! Programmatic Direct Programmatic Direct is one of the fastest-growing sectors in online advertising. According to Google, one in every two dollars spent programmatically in the US is for a direct deal. Both ad publishers and buyers enjoy what it has to offer. Here are some benefits of Programmatic Direct: Control and transparency Elimination of ad fraud through direct deals The efficiency of automation (less manual tasks) Priority access to premium inventory Simplified campaign process Audience targeting capabilities Audience reach across countless inventories Customization for campaign settings Opportunity to optimize Return on Ad Spend (ROAS) Direct deals connect the ad publisher and buyers directly, eliminating the chances of fraud. There are two types of Programmatic Direct deals: Programmatic Guaranteed and Preferred Deals. For both these methods, the buyer purchases directly from the ad publisher. Read through the blog, or skip to a specific section if you’re short on time: Programmatic Guaranteed Preferred Deals Should I Run Programmatic Guaranteed or Preferred Deal Ads? Programmatic Guaranteed This type of direct deal can guarantee or reserve the ad inventory for the buyer. Specific metrics are set in stone when the deal is made, including: Positions Quantities Dates Impressions Prices This type of exchange is primarily for premium inventories. The buyers can see and choose the ad placements. The ad publisher will select only one buyer and negotiate a fixed price for a guaranteed number of impressions. Pros: You get access to premium quality inventory. Top-tier inventory means quality traffic. You get peace of mind knowing your ads will be shown. Both buyer and publisher get more control. As a buyer, you can see exactly where your ad will be served. Publishers can review your creatives and control what content is shown on their website or app to ensure brand safety for themselves. Cons: It has less flexibility: fixed prices mean no room for negotiation. Preferred Deal For buyers exploring Preferred Deals, you’ll get access to review the inventory and decide if you want to buy it or not. The number of impressions isn’t guaranteed. Instead, audiences are guaranteed. You can use your brand’s audience data to make informed decisions. You can determine what to bid on and purchase ad impressions at a negotiated price. Preferred Deals give you more flexibility. You can choose only to buy the inventory that meets your campaign’s requirements, there is no upfront commitment. It is like how a Private Marketplace works: buyers get access to first looks before an agreement is struck. Pros: Once a deal is struck, you can serve highly relevant ads to targeted audiences. It’s flexible: brands can shop around for the right inventory without feeling obligated to buy. Cons: The deal isn’t guaranteed, so the buyer might have to compete with other buyers for the same deals. Should I Run Programmatic Guaranteed or Preferred Deals Ads? We hope you’ve learned a bit more about the differences between these programmatic direct deals! Here’s a quick summary: Programmatic Guaranteed:Ad publishers can guarantee to serve a certain amount of impressions. Preferred Deals:There are no guarantees on impression volumes. But, you can choose to buy specific impressions that serve only your target audience. Run Programmatic Guaranteed ads, if: You are looking to lock in a specific ad placement with a publisher in a particular date range. If it all looks good, you’ll agree upon a budget, and that’s it! For example: You’re a company that sells sports jerseys and are looking to ride the wave of the FIFA World Cup. You’re looking to serve your ads on ESPN and other sports network websites on the lead-up and duration of the World Cup. You can buy impressions through Programmatic Guaranteed deals with these websites and their premium inventory. Run Preferred Deals ads, if: You want to ensure your campaign reaches a targeted audience group. You don’t feel tied to impressions as it isn’t guaranteed. For example: An apparel company is launching a “Mommy and Me” product line for matching clothing sets for moms and babies. They want to target young mothers from the age of 20-25 who live in cities. They’re built their campaign around this demographic. A popular parenting website aligns with their brand, and they want to place an ad on its homepage. But, the reader demographic on the website is mainly mothers aged 35-40 years old. So, the apparel company opts for Preferred Deals. They can only buy the impressions for 20-25-year-old mothers on the site. Because it’s only a part of their planned budget, they can reallocate it for other channels instead. Programmatic Guaranteed & Preferred Deals Advertising Services At War Room, we are an advertising agency that specializes 100% in programmatic. We have direct partnerships with 90,000+ premium ad publishers. That means lower Cost-Per-Click, an extensive audience reach, and lower Cost-Per-Acquisition. We are happy to share that we offer both Programmatic Guaranteed and Preferred Deals! Both can work well in tandem. If you want to generate more general brand awareness, purchasing guaranteed impressions are the way to go. Furthermore, to continue