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Despite the significant innovations that have taken place in online ads in the past several years, advertisers still largely rely on metrics like CPM and CPC to quantify their digital ad spend.
To a large extent, the use of these metrics makes sense. They are simple and for many channels, are reasonably meaningful. But that doesn't mean that there's no room for innovation.
If you’re new to the search marketing world or just want a plain-English description of certain phrases and tools in digital, then you’ve come to the right place.
Here we’ll be looking at Google AdWords, Google’s own advertising service which allows you to place search results for your website on a search engine results page (SERP) by paying for them.
There’s no need to wait for your new site to work its way organically up the rankings. By using paid search you can see immediate results and it’s not nearly as difficult to use or expensive as you may think.
We are all exposed to display and video advertising and we all have a view on its efficacy.
In this post I’m going to take a beginner's look at measurement in display and video advertising and ask if advertisers are finally getting a good (read ‘transparent’) deal.
How is improved measurement across display advertising changing the nature of the web? Will it start to feel lighter on ads as advertisers demand their ads are not just served but viewed by a human being?
What are the standards for viewability and if the networks are adopting them, is this the death of the impression?
Paid search marketing has many names, wears many guises and works alongside many other nebulous terms.
Search engine marketing (SEM), search engine optimisation (SEO), pay-per-click (PPC), cost-per-click (CPC), cost-per-impression (CPM) search engine advertising, sponsored listings, paid for placement, and that’s before you get to services provided by the search engines themselves – Google AdWords, Yahoo Bing Network.
It’s a lot to wade through.
As a relative newcomer to the digital marketing world, I've decided to begin a series of 'beginner's guides' to uncover what is meant by certain terms, trends and technological advances in digital; being both a travel guide and a personal investigation.
Last week I covered Native Advertising, this time I’m going to take a look at paid search. If you’re an expert in the field, this article may not be for you, however please feel free to leave any advice or guidance in the comments below.
Women may like Facebook more than men, as evidence by the fact that approximately 60% of the social network's population is female, but for marketers looking for consumers who like their ads, targeting men may be a more effective and cost-efficient approach.
That's according to a new study conducted by marketing software firm Kenshoo and Resolution Media which looked at 65bn Facebook ad impressions and 20m clicks over the course of the last year.
At a recent roundtable event I attended, a topic that came up briefly was that of the danger of using blind networks to advertise, as this can result in display ads appearing alongside content that can be contradictory - or even damaging - to the brand or product.
Although this wasn’t the topic of the table, which was focused primarily upon the convergence and optimisation of online advertising, it got me thinking about the examples I’ve seen floating around the internet where poor placement has resulted in a cringeworthy visual. (Judging by where the majority of these ads have been seen, advertising on news sites can be a risky business...)
By my own admission, some of the examples I’ve pulled out have been around for a bit, and all are terribly tongue-in-cheek. So consider this a warning: If easily offended, don’t read any further. For those who can appreciate a bit of black humour and can understand the importance of carefully planned and placed media, read on.
Google may generate billions of dollars every year from AdWords, but that doesn't mean that it's idly sitting by and ignoring the monetization potential it has elsewhere in its network. One property with a lot of potential: Google Maps.
Given that potential, it's no surprise that Google is bringing its 'sponsored map icon' experimental ad format for Google Maps to the U.S. market.
Online news sites may get fewer impressions, but they command the highest online advertising CPM, according to data just released by comScore's Ad Metrix. The average online newspaper site CPM was $7 in April, higher than each of the other top site categories and nearly three times the $2.52 average CPM for the total U.S. internet.
These hard numbers underscore more concretly findings released simultaneously by the Online Publishers Association. In a report entitled "A Sense of Place: Why Environments Matter," the OPA, in conjunction with Harris Interactive, finds higher consumer trust and loyalty to content sites as compared to portals and social media sites.
Consumers have been more concerned about Facebook privacy than usual since the social network introduced "instant personalization." And now it looks like advertisers might have a reason to be wary of Facebook policy changes as well.
According to a letter that Facebook sent out to advertisers late last week, brands that have been buying CPM ads on the network may soon find their campaigns becoming less effective.
Social media. ROI. They often seem like two pieces from two different puzzles. And for good reason: it can be hard to quantify the value delivered by a single 'friend' or human interaction.
But for major brands, figuring out the ROI of a social media initiative is something that realistically has to be done if social media is to prove itself worthy of larger investment.
Being a small publisher isn't always so glamorous. One of the most difficult aspects of being one: selling ads.
Like it or not, size matters to online media buyers. That means that many small publishers with great content and quality audiences don't get the attention they deserve and have to rely on ad networks and exchanges to sell their ad inventory.
Silence Media is an agency which launched earlier this year, offering video banner advertising for the music industry, on a cost per engagement (CPE) basis.
I've been talking to Silence Media founder Lee Henshaw about why he thinks that all banner advertising will use this CPE model within the next two years...