Introduction to search and display
– Online marketing has several benefits, but the biggest is the ability to target people with amazing granularity. Because search and display advertisements are served up digitally, we can measure exactly when a user clicked, where they clicked from, and what happens after the click. This data lets us change our marketing plan, and optimize our ROI. Let’s start by looking at search marketing. This involves placing advertisements on the organic results of search engines. These advertisements are sold on a pay-per-click model, so you don’t pay for impressions, but rather an actual action.
Let’s take a look at some of these results by running a query here on Google. I’m going to look for “glasses online”. You can see right away, we have paid ads here along the top, and on the right-hand side of the screen. Now search marketing is great, because the searcher has expressed intent. In this case, I’m looking for glasses online, so these ads are very relevant to my needs. As a marketer, you’ll create this custom list of words or phrases that you want to display ads against.
Now when you conduct a search, a lot happens simultaneously. Keep your eyes on the four results here on the page, and let me refresh. Notice how those changed? This is because the moment that you run your query, Google is going to grab the list of advertisers who want to display ads for this term. Google’s going to look at the cost each advertiser wants to pay, and then they’re going to get them in a bidding war until the top bids are identified.Next, Google will apply a quality score to the bid, and this score is determined by the key words click-through rate, the relevance of the ad, prior keyword performance, and even the keyword focused on the landing page itself.
The number that comes out determines who wins, and who shows up in which slot for what cost. Now display advertisements are banner ads, or even these same text ads, but they’re shown on someone else’s website, not here on the Google result page. You might encounter these as you browse the web. Let me show you an example. I’m here on TheCoffeeCompass.com, which is a coffee blog, and as I scroll down, you’ll notice that I’ve got an advertisement here on the right-hand side. It’s an image.
This advertisement comes from Casper, and it’s being shown to me because I went to their website previously. So this is a remarketing advertisement. Let me show you another example. Here I’m on The Huffington Post, and you can see another display ad, but in this case it’s a banner here at the top of the page, and another ad on the right-hand side of the page. Now you’ll notice that I’m on a page about grilled cheese, and this ad is offering me cheese lover recipes, which presents a great example of how targeted you can get with display advertising.
In this case, this advertiser has decided they wanna show their ad on websites that are talking about cheese, and they can even refine which site they want this ad to show up on.Display is great for remarketing and even brand awareness, but it’s harder to generate a direct response. Now most display ads are going to be shown to a very relevant audience, but that audience may not be expressing intent or even purchasing behavior. I may simply be here to read about this grilled cheese and I’m not really interested in any cheese recipes.
Now throughout this chapter, we’re going to look at the basics of setting up both search and display ads using the Google ad words platform. You can still follow along if you plan on using Bing or Yahoo!, as many of these concepts are similar but the platforms will vary.Now Google has the majority market share, and it’s where I recommend that you start.