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Digital Display Advertising for Small Business Digital display advertising for small businesses Digital display advertising for small business. Once considered exclusive to big business, display advertising is now a popular way for SMEs to create cut through online. From the basics to best practice, learn all about it here. eBook 01 Digital display advertising for small businesses A beginner’s guide to digital display advertising. You may not realise it, but Display ads are part and parcel In this guide, we’ll take you display ads are everywhere. of the internet these days, and, through the ins and outs of Remember that image of an used effectively, are a vital display advertising – from the oh-so-delicious-looking dish component of any business’s basics, to best practice, to at a local restaurant, an marketing ecosystem. And, measuring success – to help end-of-season sale or a although you might think that you get started. ridiculously good-looking display advertising is reserved travel destination tucked away for big brands, the reality is on your favourite website? you don’t need to have a huge You guessed it: display ad. budget to see great results. 02 Digital display advertising for small businesses Contents. Digital display advertising 101 ................................................................................................................... 2 How do display ads work? ........................................................................................................................ 3 Display advertising pricing models ............................................................................................................ 4 Digital display advertising in Australia at a glance .................................................................................... 5 Display advertising by industry .................................................................................................................. 5 Ad types and sizes ..................................................................................................................................... 6 Basic ad types, sizes and uses ................................................................................................................. 6 Other types of ads ..................................................................................................................................... 8 Best practices ............................................................................................................................................ 9 Effective display ad examples ................................................................................................................. 10 Pinpointing your target audience ............................................................................................................. 13 Targeting options ..................................................................................................................................... 14 Measuring the success of your ads......................................................................................................... 15 Goals and KPIs ........................................................................................................................................ 15 In a nutshell .............................................................................................................................................. 16 03 Digital display advertising for small businesses Digital display advertising 101. Simply put, display ads are the ad network providers, which We handle the entire set-up, boxes you see on websites are companies that act as ad design and performance that are ads! They can appear intermediaries between monitoring process, which at the top of web pages as advertisers (i.e. businesses is great for small businesses banners and in side columns, like you) and publishers (i.e. who don’t have a lot of digital or as larger text billboards websites, apps, videos and know-how but want to be and smaller boxes. Unlike email clients). reaching new customers text-based ads you might see online cost-effectively. on Google or other search One of the biggest engines, display advertising Plus, our media buying power providers is Google includes elements like images, means small businesses have AdWords, which serves audio and video. access to a wide network of ads across more than publishers and can have ads two million websites These types of ads appear appear on the same websites, as well as apps, videos on sections of the websites apps and so on, as Australia’s and Gmail. that are specifically reserved biggest brands. for paid advertising (we’ll talk more about ad types a little Yellow Digital Display also later on). functions much like Google AdWords except we use our How do display local media buying power ads work? to push digital ads for small Most of Australia’s digital businesses to relevant advertising inventory across websites, mobile apps and all devices are bought through Facebook for much less than other providers. 04 Digital display advertising for small businesses Digital display advertising 101. Display advertising pricing models. There are three primary ways you can choose to set up and pay for display advertising: 1. Cost per thousand impressions (CPM). Cost per thousand impressions advertising means you pay per thousand potential customers who view your ad. The “M” in CPM represents the Roman numeral for 1,000. CPM advertising is usually most effective when you’re confident your ad will get a better click-through rate OR higher click-through rate brand awareness or aren’t sure complete a specific action (such as when you have an if your ad will get many clicks, after clicking on your ad, such unbeatable sale). CPC is a good starting point. as purchasing a product or signing up for a newsletter. 2. Cost per click 3. Cost per (CPC). acquisition/lead This is a good option once (CPA/CPL). you’re more familiar with With CPC ads, you only pay generating and handling when your ad is clicked on. If With CPA ads, you only customer leads. you’re running an ad to drive pay for clicks when visitors 05 Digital display advertising for small businesses Digital display advertising in Australia at a glance. The Australian online advertising revenue, while advertising isn’t just for big advertising market grew a video advertising is rapidly players – 45% of small-to- whopping $799 million to increasing its share, up 49% medium-sized businesses reach $7.6 billion in the 2016- to $0.9 billion – a third of the in Australia use online 17 financial year – an 11.7% total display market. advertising.2 increase over the previous financial year.1 So, what does that mean It just goes to show that for you? Digital is now a display advertising empowers One major driving factor well-established and rapidly- businesses of all sizes to build in this growth is the rise of growing advertising medium a brand online and connect mobile display advertising. that should be a part of your with potential customers In fact, mobile makes up marketing approach. through genuinely engaging more than half of display More specifically, display visual content. Display advertising by industry. Automotive Real Estate Retail Entertainment Finance 18.5% 12.1% 10.5% 7.0% 6.9% Share Share Share Share Share 1. http://www.business.vic.gov.au/marketing-and-sales/increasing-sales-through-marketing 2. https://www.sensis.com.au/asset/Reports/eBusinessreport/Sensis%20eBusiness%20Report%202017.pdf 06 Digital display advertising for small businesses Ad types and sizes. Basic ad types, sizes, yourself, it’s good to know the sit and how it will look when and uses. basic appearance and sizing it goes live. Here’s a quick of each type of ad so you can rundown of basic ad types Although you probably won’t visualise where your ad will and sizes. need to design any ads Ad type Size & use Text Display Mobile text ads ads & display ads MREC 300px x 250px Performs well when embedded within an article or at the end of articles. View actual size. Large rectangle 336px x 280px Performs well when embedded within text content or at the end of articles. View actual size. 07 Digital display advertising for small businesses Ad types and sizes. Ad type Size & use Text Display Mobile text ads ads & display ads Leaderboard 728px x 90px Performs well if placed above main content, and on forums. View actual size. Half page 300px x 600px One of the fastest growing sizes, which indicates a trend where businesses are preferring more visually impactful ads. View actual size. Large mobile banner 320px x 100px Also known as the “large mobile banner”. Can be used as an alternative to the 300x250. These ads offer advertisers twice the height of standard “mobile leaderboard”. View actual size. 08 Digital display advertising for small businesses Ad types and sizes. Other types of ads. them or pop-up videos that ads are commonly used to autoplay when a page loads. encourage newsletter sign-ups Not all display ads fit into These types of ads are often or other actions on-site. the categories above. Other used for movie trailers and common formats for both other video content. static and video ads include: Overlay ads. These ads are similar to Interstitial ads. Rich media ads. interstitial ads – both pop These are full-screen ads that up and must be closed There are a few types of media pop up in between actions, like manually to see a page’s ads, but the ones you’ll see clicking from one page to the content. However, an overlay most frequently
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