Display Advertising

We're passionate about display advertising. That's why we've created this section of the blog to help you optimize your display ad campaigns and maximize the ROI of your media buys. And if you're as passionate about display advertising as we are, you might also want to check out our display ad retargeting software.

Layering Display & Re-marketing – Put Context First


Image credit: flickr.com/photos/andyz

I think I’d be the first to admit that I love wasting time on the internet. The number of hours I’ve spent (and carpal tunnel induced) playing Cookie Clicker and the Helicopter Game is borderline sickening. What’s even more sickening is how much money developers of those games have probably made from accidental or non-converting display ad clicks….

What Are Your Bid Rules Missing?

superballI’d venture to guess that most PPC managers share the same basic set of bid rules. It makes perfect sense, as most of us have the same general goal for bidding: find the perfect sweet spot between CPC and volume, usually driven by position. If CPA is high and position is high, drop bids. If CPA low and position is low, boost bids. Logical, right?

Typically when I’ve audited or adopted accounts, I tend to see the same basic bidding formula. Find keywords that are x-percent over goal for 30 days and drop bids by x%. These rules are set to run either on the same day of the week, once a week, or on the 15th & 30th of each month. Again, logical! We want to make sure that keywords are frequently evaluated….

Four Tips for Display Advertising Success

Display advertising skepticismAdmit it. Most of us Search Engine Marketers are inherently skeptical of display advertising. After all, for years, we’ve been living in the throngs of the Google Content Network’s long tail of poor quality domains, coupled with an inability to truly measure the results of our rather high display spends. Indeed, the first move of many a PPC manager is to disable the Google Display Network (GDN) from their campaigns and watch the ROI soar. Sounds great, right?

Well, not quite. Like everything else in our industry, display has changed. What was once expensive, time consuming to implement, and hard to measure is now actually cost efficient, easy to implement, and inherently trackable, thanks to improvements made by Google, as well as the advent of Real Time Bidding. The fact of the matter is that if display is used properly, it can be a major boost to your campaigns and CAN actually generate a positive ROI. In this post, I’ll document a few steps you should take to make sure that your display campaigns rock….

Amazon RTB May Be Right Around The Corner

Amazon RTB

Image Credit: PRWeek.com

Amazon is an innovator. Love them, like them, or hate them, the online retail giant has implemented some of the most successful sales measures in the history of online retail, and it looks like they may be adding RTB to the list.

Amazon knows a lot about its customers. Amazon knows what people have purchased, and shows them things that were purchased by people who purchased that very same thing, but along with, oh look, these other things, and wouldn’t you also be interested in them? Turns out that people are interested in those other things. …

What PPC Marketers Can Learn From Arnie One-Liners

If I said to you, “I’ll be bock,” in a somewhat menacing Austrian accent, you would most likely automatically associate what I’ve just said with an image of Arnold Schwarzenegger. Or, I could say “Hasta la vista, baby,” “Stick around,” or maybe even, “Consider that a divorce.” Either way, these tiny catchphrases are so ingrained into the part of our brains that operates the pop culture recognition segment that they are recognizable even to people who’ve not seen the movies that the quotes are from.

Believe it or not, there are things that can be learned from these Arnie one-liners that can be applied to search marketing. You’re sceptical. I know. Allow me to explain.

PPC pros face two constant battles: to be seen; to be clicked. There are a couple of aspects to this….

Manage Google Display Network Campaigns like a Cruise Missile

We did it again. We saw something we loved, and we just had to get a hold it for our clients. This time, we acquired ScienceOps – a small and beautiful company from Mount Vernon, Washington, just north of Seattle. Besides building algorithms for DARPA and NASA (seriously), over the past few years the rocket scientists at ScienceOps have been building the only optimization platform solely dedicated to increasing conversions and suppressing CPA for the Google Display Network – AdMetrica®. And boy does that thing ever work!

iMedia Connection: The Scoop on Display Retargeting Types

Want to increase conversions and leads, or up your level of brand awareness? Display retargeting can help—but determining the best type of display retargeting to use can sometimes be confusing. Would creative retargeting deliver the leads you need, or would site or search retargeting be a better option? Learn about the three main types of display retargeting, and how to make the most of each of them, in Marc Poirier’s article on iMedia Connection.

The Good, the Bad or the Indifferent?

Zuckerberg at FMC 2012

Right now it is nigh on impossible to give a fair reflection of your Facebook Advertising efforts to your clients.

On the one hand, some are expecting Facebook to deliver ROI dollars in a comparable way to Google PPC, and on the other some are perceiving the value in focusing on acquiring new Likes or App installs.  And some people are spending money without really analysing anything other than the reach and impression volume or sometimes the interaction on the Page.

This dilemma has come about partially because Facebook has given us a wealth of riches in terms of ad formats, reporting metrics and ways to link advertising and brand experiences via the social graph. Indeed, after yesterday’s Facebook Marketing Conference (FMC) the proliferation of data and tools us marketers have at our disposal has increased yet again….

Tips for Geo Targeted Display – Calling All Geography Nerds

It’s no secret here at The Trade Desk offices that I’m a big fan of geo-targeting. I’ve been a geography nerd ever since grade school when I had to label a map with all of the US States and capitals. Fast forward 20 years and geo is by far my favorite variable in optimizing display campaigns.

Whether you’re creating custom geos or optimizing by state or province, there are a lot of efficiencies to be had by taking the user’s location into consideration when setting up and managing your display campaigns. Here are a few examples and tricks of the trade….