Digital Marketing

DISPLAY ADVERTISING
Display Advertising is the process of advertising a product or service through visuals like images
and videos on networks of publisher websites.

Display ads are placed on relevant third-party websites in the form of banner, image, and text
ads.

Display Ad Sizes

Display ads can be targeted by Geographic (Location), Demographic (Age/Gender/Income),

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Basic Categories of Display Advertising

1. Site placement advertising: In this type of display advertising, the advertiser/marketer

2. Contextual advertising: In this type of display advertising, networks place ads on

3. Remarketing: Remarketing display ads appear in front of users who have been on your
website or post-click landing page but have left without completing the relevant
conversion goal.

Unlike search advertising that uses a pull approach where users are actively looking for a
product/service similar to yours. Display advertising uses a push approach where users who see
your display ads are targeted purposefully for those ads, either because of remarketing campaigns
or maybe they’re browsing a website that’s relevant to your offer.

Google Display Ads Tutorial

VIDEO ADVERTISING
Video advertising is promotional content that plays before, during or after streaming content.
YouTube is the main video hosting platform across the world.

Most Popular YouTube Video Ad Formats

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1) TrueView In-stream Ads / Skippable Ads

TrueView In-stream ads are shown at the beginning, in the middle or at the end of the video. It
can be skipped after 5 seconds and in this case, the advertiser wouldn’t be charged.

When the fee is charged:

• If the user watched 30 seconds of the video or the whole video (if it is shorter than 30
seconds);

• If the user interacted with the ad (for example, clicked on the banner).

In-Stream ads are displayed in two placements: YouTube video and partner sites and
applications from GDN (Google Display Network - A powerful system that reaches more than 2
million websites and 90 percent of internet users, the Google Display Network can get your ads
in front of targeted audiences across the globe.).

2) Non-Skippable Ads

The maximum duration of such an ad is 15 seconds. Non-skippable ads are still considered to
be annoying and frustrating by the majority of YouTube users.

Pre-rolls

Pre-roll is an advertising video which must be watched by a user to gain access to the requested
video. Pre-roll ads are always placed at the beginning of the ad and cannot be skipped.

Mid-rolls

If the duration of the requested video is 10 minutes or more, the advertising block can be inserted
in the middle of the video. This format is called a mid-roll.

3) Bumper Ads

Bumper ads are pretty similar to non-skippable ads, but it has two significant differences:

• The maximum duration of bumper ads is 6 seconds.

• The bumper ad is shown to the user after watching the video.

Advantages of the bumper ads:

• The bumper is a soft variation of the non-skippable ad and is far less annoying. For
example, a user can close the video tab and avoid viewing the ad.

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• The maximum duration of bumper ads is 6 seconds which increases the possibility that
the user will watch the whole ad.

• Bumper ads are charged on a CPM (cost per mille) basis which simplifies the cost control
process.

YouTube Ads - Skippable vs Non-Skippable

EMAIL MARKETING
Email Marketing is the act of sending a commercial message, typically to a group of people using
email.

Recommended: MailChimp

How to create MailChimp Account

Getting Started with Mailchimp

https://mailchimp.com/help/create-audience/

https://mailchimp.com/help/create-add-remove-tags/

Why Email Marketing?

Email marketing helps a business develop and maintain a relationship with a customer over time
that hopefully results in increased sales and increased customer loyalty.

Email Marketing can be personalized: particular groups of customers can be targeted or even
individuals: Offering individual customers special deals on merchandise and/or services on the
customer's birthday, for instance, is one example of email marketing personalization.

The huge advantage of email over social media is that prospects and customers are more likely
to see an email than social media. An email will sit in the inbox until it's read (or deleted).

Ideally, email marketing should go hand-in-hand with social media. Adding social media "Like" or
"Share" buttons to your marketing emails gives an additional way for customers to connect with
the brand.

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AFFILIATE MARKETING
Affiliate marketing is one of the most popular ways people make money online. It is a strategy
where an individual partners with a business in order to make a commission by referring readers
or visitors to a business’s particular product or service.

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BASIC METRICS TO MEASURE THE SUCCESS

1. Impression - The number of times your ad is displayed on a web page/app

CPM (cost per 1,000 impressions) = (Cost / Total Impressions) x 1000

2. Click - Number of clicks on an ad unit that lead to a person leaving the ad unit

CPC (cost per click) = Cost / Total Clicks

CTR (click through rate) - The number of clicks that your ad receives divided by the
number of impressions the ad is shown

CTR % = (Clicks / Impressions) x 100

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3. Reach - The number of unique people (generally identify by cookies) that were reached
by your ad

CPR (cost per reach) = Cost / Total Reaches

CPR (cost per 1,000 reach) = (Cost / Total Reaches) x 1000

4. View – Number of views that you received from your video ads

CPV (cost per view) = Cost / Total Views

VTR (view through rate) - The number of views of an ad over the number of initial
impressions

VTR % = (Views / Total Impressions) x 100

5. Lead – A user enters and submits their personal details when they see an ad. This
qualifies as a lead.

CPL (cost per lead) = Cost / Total Leads

6. Engagement (most for Facebook) - Any action someone takes on your FB Page or one
of your posts. The most common examples are likes, comments, and shares, but it can
also include checking in to your location or tagging you in a post.

CPE (cost per engagement) = Cost / Total Engagements

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