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1、DigitalAdvertisingHandbookRAKAWhere to Begin?There are three main sections of this handbook:Digital advertising glossary that covers important terms you need to know regarding attributes,channels,metrics,and tacticsBreakdown of the most popular digital advertising channels,what theyre used for,and w

2、ho has success with themHow to get started with search and display advertisingSo youre thinking about starting a digital advertising campaign?Great!The digital marketing world is an ocean,and employing digital ads as a part of your marketing toolkit can help your brand grow from being an anchovy to

3、something a lot more formidable(wed say a Great White,but theyre scary,and we dont want to suggest that your brand is scary)that doesnt wind up as a garnish atop a Caesar Salad in some overpriced Italian restaurant.Of course,if youre just getting started with digital advertising,it probably feels li

4、ke youre at sea level and looking up at the summit of Mount Everestthats to say,it can be very intimidating.This handbook is here to help you get a feel for tactics,terms,and tips that youll want to familiarize yourself with to help get you started on your climb and to help you generate some early w

5、ins with your ads.DigitalAdvertisingGlossaryCHANNELS AND METRICSWell get into these in greater detail soon,but heres a quick primer on the major digital advertising channels and tactics:Advertising Channels&TacticsDigital advertising which involves visual creatives;traditionally banner ads,video,gra

6、phics,and social media marketing are often considered display tacticsDisplay MarketingThe use of technology to target users who have previously viewed a product with that same product on other sites Feed RetargetingMobile marketing makes use of beacons and other technologies that can geo-locate user

7、s and serve them targeted ads based upon their locationMobile MarketingSearch ads that display products based upon a users search queryProduct Listing AdsThe use of software to purchase digital advertisingProgrammatic BuyingTargeting users who have previously visited your site via the use of cookies

8、 and customized ad creativeRemarketingInteractive creative that encourages users to engage with the advertisementRich MarketingSocial media advertising can include display ads on Facebook,Instagram,Twitter,Pinterest,LinkedIn,or SnapChatSocial Media MarketingThese metrics are the among the most frequ

9、ent performance indicators used to evaluate the efcacy of digital advertising campaigns.Key Advertising MetricsThe metric recorded when a user clicks an ad and lands on that brands web propertyClickThe ratio of clicks to impressions,expressed as a percentage Click-through Rate(CTR)The successful com

10、pletion of the goal of the advertiser,as defined by the advertiser at the creation of the campaignConversionThe ratio of volume of clicks and conversions,expressed as a percentageConversion Rate(CR)The amount spent by an advertiserCostThe spend required to generate a conversion,sale,or leadCost per

11、Acquisition/Lead(CPA or CPL)Often used interchangeably with PPC,CPC is actually a reported metric,not a model.Costs per click often increase where inventory is limited,either due to an increase in competition or a lack of interest Cost per Click(CPC)%$continuedKey Advertising MetricsThe cost associa

12、ted with 1,000 impressions made by an ad.This number generally increases significantly as an audience decreases in sizeCost Per Mille(CPM)The appearance of an ad,with or without a clickImpressionThe standard advertising model where advertisers pay only when their ads are clicked on Pay per Click(PPC

13、)The ranking given to an ad by ad platforms which expresses the relevance of the ad to the landing page that it is associated with Quality/Relevance ScoreThe gross revenue generated by an ad campaign divided by the ad spend.This metric is traditionally preferred over ROI among digital advertisers Re

14、turn on Ad Spend(ROAS)Formulaically,this is the net revenue(revenue minus spend)divided by the ad spend for a given accountReturn on Investment(ROI)$Advertising ModelsTYPECPACPCCPMFLAT RATEHYBRIDWHAT IT MEANSCost per ActionCost per AcquisitionCost per LeadCost per PurchaseCost per ClickCost per Mill

15、e(Thousand Impressions)Fixed PriceGenerally a Fixed Price combines with a CPA or CPC modelHOW IT WORKSAdvertisers are charged each time a pre-defined action occursAdvertisers are charged for each click on their adsAdvertisers are charged for each thousand impressions made by their adsAdvertisers pay

16、 up front as agreed uponAdvertisers pay a flat rate up front and pay based upon model thereafterBENEFITSAdvertisers like this model since it ofers the highest quality and return on investmentAdvertisers like this model because its traditional,and generally well-understoodThis is beneficial for adver

17、tisers who are looking to drive more brand awarenessAllows advertisers and publishers to budget for a flat spend/revenue sourceAllows publishers to budget for a flat rate and advertisers to pay for better-than-expected performancePOTENTIAL CONCERNSAdvertisers,not publishers,control pricingClick Frau

18、dNo checks to achieve optimal balance between volume of impressions and quality impressionsDoes not present frequent concerns for either advertisers or publishersAll of the AboveLorem ipsumAdvertising TermsThe entirety of a brands advertising assets;could also be used to refer to a particular channe

19、l account(e.g“Our AdWords account drove$35.6k in revenue last week”)AccountThe advertisement itself;in search campaigns this is text-based,in display campaigns it may combine text and video,photos,or interactive media AdAn organizational unit used in advertising to group like keywords or creatives a

20、nd ads.Ad groups/sets are sub-units of campaigns.In search campaigns,ad groups contain both ads and keywords;in display campaigns,they contain both ads and audiences.Budgets may also be set at this level on some networksAd Group/SetThe fast-growing practice of determining which touches during the co

21、nversion process are most responsible for a conversionAttributionThe group of users eligible to be served an ad;these are set at the campaign level in Google and the Ad Set level in most display/social networksAudienceA standard display adBanner AdAn organizational unit used in advertising to group

22、like ad groups/sets.Depending upon the network,campaigns may be mapped to certain budgets,goals,or audiences.When used as a UTM tag,the product,slogan,or promotion responsible for driving an advertising clickCampaignAdvertising TermsAlso known as network,this refers to a particular platform that a b

23、rand advertises on(e.g.AdWords,Facebook)ChannelQuery used in search advertising to trigger the serving of a particular ad KeywordThe marketing medium of an advertising click(e.g.cpc,banner,email)MediumThe referrer of a click from advertising(e.g.google,newsletter)SourceAlso called“pixels”(primarily

24、by Facebook),tracking tags are pieces of HTML code installed on a website for the purpose of tracking ad performanceTracking TagA tracking marker appended to a URL that is recognized by Google Analytics as a dimensionUTM(Urchin TrackingModule)tagcontinuedDigitalAdvertisingChannelsSEARCH,DISPLAY,SOCI

25、AL,PROGRAMMATIC,MOBILE,LOCAL,PARTNER,NATIVE,AND FEED MARKETINGA Brief Historyof Digital AdvertisingGoogle introduced AdWords with 350 advertisers in 2000.They werent the first web network to ofer advertising inventory to advertisers(that would be banner ads which appeared six years earlier on HotWir

26、ed,a precursor to todays Wired Magazine),and AdWords wasnt even Googles first advertising platform,with Premium Sponsorships launching just two months prior.But AdWords was the network that would change the game,because it had a feature that no other digital advertising channel had thought to add to

27、 that point:self-service.By the time AdWords launched,banner ads were already ubiquitous,but none of them could be managed by the advertiser,and the ability to serve ads to users based upon their search interests rather than simply what site they were on created a demand for similar abilities across

28、 other channels.As it would turn out,those channels didnt quite exist yet.While Google spent a significant amount of time and resources revamping their Display Network targeting,the next systemic change wasnt to come from Google,it was from arguably their two biggest competitors.Facebook first intro

29、duced social advertising in 2005(when it was still restricted to users with a.edu email)as a way to promote JPMorgan/Chase credit cards,and it was at that point little more than an in-app(before there were apps as we know them)display channel.Two years later,Facebook Ads opened to advertisers,and in

30、 a move that represented the dawn of a new era and a signal change for how internet users would behave forever,Apple released the iPhone,and mobile advertising begun.Its been fast and furious from there.In 2008,Google answered the competition by rolling out pre-roll video inventory in YouTube.In 200

31、9,True introduced native advertising.In 2010,Twitter entered the game with Promoted Tweets.Giving into demand by marketers to automate some of their ad buying,programmatic advertising began to take hold in 2012,and Pinterest launched ads in 2014,Instagram followed in 2015,as did Snapchat.Search Adve

32、rtisingTraditionally,search advertising is referred to(incorrectly)as“PPC”,“CPC”or“paid advertising”(all advertising is paid,after all!).Our traditional conventions for search advertising are quickly changing,however,as both Google and Bing have introduced a number of extensions that make search ads

33、 look less and less traditional.In the past few years alone,extensions for phone calls,SMS text messages,and maps have become prevalent,in addition to more traditional extensions such as sitelinks and callouts.Product listing ads,too,allow users to shop right on the search results page,and remarketi

34、ng campaigns have allowed brands to re-target users that are already familiar with their brand and website,increasing click-through and conversion rates.Product Listing AdsDesktop Search AdsMobile Search AdDisplay Advertising&Rich MediaWeve come a long way from this ad,which appeared on HotW in 1994

35、 and linked to an AT&T campaign that was meant to do nothing more than direct users to a global museum library:While the delivery networks and targeting have become significantly better refined,the principle is still the same:stunning creative and a strong,brief message work in tandem to increase br

36、and awareness and drive trafc to the site.The diference is that now,so much display media is also rich(or interactive)media,which is particularly well-suited to the touchscreen interfaces that have become so widespread.Social AdvertisingWhile social advertising still falls under the umbrella of disp

37、lay advertising,its really taken on a life of its own in the past few years.Facebook launched video,carousel,and Canvas ads to capitalize on the growth of mobile trafc;Instagram has expanded its ad inventory and Snapchat has given users the ability to personalize their photos and videos in a constan

38、tly rotating number of ways.Social ads will continue to evolve as channels compete with one another and as new technologies develop.Where social advertising difers from standard display is in its ability to target audiences at a much more micro level,incorporating things like household income,purcha

39、sing habits,active time on network,product/brand afnity,political or religious leanings,and other attributes into defining audiences.FacebookInstagramSnapchatPinterestLinkedInTwitterDisplay AdsCarousel AdsCanvas AdsLead AdsVideo AdsPromoted PostsSponsored PinsPromoted PinsDisplay AdsText AdsPromoted

40、 TweetsPromoted AccountsPromoted TrendsCarousel AdsVideo AdsDisplay AdsGif AdsFiltersGeo-taggingProgrammaticBuyingProgrammatic buying isnt a channel as much as it is a tactic to help optimize the buying and selling of digital media;programmatic arose out of the need for brands to automate their medi

41、a buying process to save on labor,and by definition is the algorithmic buying and selling of advertising inventory in real time.Because the process is completely algorithmic and happens in real time,programmatic campaigns over time evolve to serve ads to only the most relevant audiences,which genera

42、lly leads to improvements in campaign efectiveness.Mobile AdvertisingSure,mobile advertising could mean serving search or display ads to users on their phones.But in this case,were talking about serving ads to users based on where their mobile device is at a given time(which is hopefully where they

43、are as well).Technology that targets users based upon their current location allows brands to serve ads to users who may be leaving the store of their competitor,might be near a store when a sale is ongoing,or may be traveling nearby.A more sophisticated form of this tactic is beacon-based marketing

44、,which allows stores to place sensors(beacons)throughout their stores to target ads to users based upon the department that theyre actually in,although this has not yet caught on as it requires users to constantly be checking their phones while shopping,which is a user behavior that hasnt been widel

45、y learned or adopted yet.Directory AdvertisingYou know about directory advertising,because every time you check out a local restaurant on Yelp or research a hotel for your next vacation on TripAdvisor,the first thing(and usually things)that you see is a sponsored review.Advertising with directories

46、has multiple benefits in addition to the sponsored reviews.Advertisers who partner with directories traditionally see more positive reviews show up on their pages,can select which images to feature on their pages and will often have added abilities to respond to reviewers both on-and of-page.Local A

47、dvertisingIf you think that mobile advertising and local advertising are the same things,you wouldnt be alone.While mobile ads depend upon the user and the device,local marketing relies on establishing partnerships with local sites,chambers of commerce,or media outlets to secure featured positions o

48、n their sites(these may not necessarily be inventory-based positions;they could be links or featured articles,etc.).While these spots may not be as valuable as they once were,they still represent opportunities to get significant exposure among a local audience,the value of which shouldnt be discount

49、ed.Product FeedAdvertisingWhile standard retargeting allows brands to promote themselves to users who are already familiar with their site,name,and maybe products or services;product feed remarketing allows brands to promote their products to users who have already seen them.This not only increases

50、product familiarity,it also increases the likelihood that users will make a purchase that they may otherwise have stopped considering.Native AdvertisingNative is simply inventory bought on articles hosted by other publishers.Anytime youve read an article on or any other similar site thats had links

51、to other content in or following the body copy,youve seen native advertising.In an ideal world,the headline of the promoted content would bear a close relevance to the article itself,but this isnt always the case.IoT MarketingAs our homes,ofces and lives become increasingly connected,the Internet of

52、 Things will start to play a larger and larger part in how were advertised to.Have a connected thermostat and need to keep turning the heat up?It wont be long before you see an ad for furnace repair.Use your Amazon Echo to order dog food regularly?Youll be seeing ads for groomers before long.Did you

53、r FitBit notice a significant decrease in movement over the past month?Youre due for an ad for local gyms.There are many channels and tactics that advertisers can include as part of their strategy,but how to choose the right ones for your brand is no easy task.This simple table should help you to be

54、tter understand which channels work best for which industries:Best Channelsby IndustryCHANNELSEARCHDISPLAYSOCIALPROGRAMMATICMOBILEDIRECTORYLOCALNATIVEFEEDADVOCACYAUTOB2BCONSUMERSERVICESE-COMMERCEEDUCATIONEMPLOYMENTSERVICESFINANCE&INSURANCEHEALTH&MEDICALHOMEGOODSINDUSTRIALSERVICESLEGALREALESTATETECHN

55、OLOGYTRAVEL&HOSPITALITYGetting StartedWith Digital AdvertisingWHERE TO START AND GETTING SET UPBefore We Get StartedWhen youre starting a new digital advertising campaign,excitement and enthusiasm can be very high and you probably want to get to launching your ads as quickly as possible,but this can

56、 be a dangerous approach;one of the biggest mistakes that digital advertisers can make is to not have a strategy in place before launching their ads.This not only can result in confusion and frustration,but also more notable issues such as reporting errors,overspending or under-serving,and possibly

57、even more serious issues such as ad disapproval or account banishment.So think twice before you press the big red button.Where To StartUnless your brand already has a strong presence and/or following on social media,we always recommend that our clients getstarted in digital advertising by running se

58、arch ads in Google AdWords for 30 days.At any given point,AdWords has aroundtwo-thirds of the search market cornered,which means that its safe to expect that youll be able to reach a large majority ofyour audience via search ads.(Were getting ahead of ourselves here,but we generally recommend a four

59、-phased approach to starting in digital advertising;if after these 30 days,things are going well,we recommend exploring expanding your AdWords campaigns and adding insome display campaigns,be they Google display or foundational social advertising think Facebook/Instagram or LinkedIn aspart of a seco

60、nd phase that would last 60 days.Phase three usually lasts 90 days would include a display ad expansion,andphase four generally runs for 180 days and may include the addition of more aggressive or sophisticated tactics,such asprogrammatic,mobile or feed-based marketing.)There are a number of boxes t

61、hat youll need to check in order to get started in AdWords,and well outline them for you on thenext slide.GETTING STARTED IN ADWORDSAccount&CampaignsTo create an account,go to and set up your account,keeping in mind that Time Zone and Currency can not be changed after creation.Be sure to add your bi

62、lling information or else your campaign wont be able to go live.Create a Campaign(initially,this will happen by default,but after youve created your first campaign,youll be able to add more by clicking the red“+CAMPAIGN”button).Name your campaignSelect your type-“Search Network Only”is generally bes

63、t for your first campaignChoose whether or not you want to opt into search partners(sites like )Set your locations and languagesSet your bid strategy-Enhanced CPC or Maximize Clicks are best if you dont think youll have a lot of time to manually manage bids,but Manual CPC is the defaultSet your defa

64、ult bid and budgetChoose any ad extensions that you may want to employ initiallyGETTING STARTED IN ADWORDSAd Groups&AdsEnter your landing page-this will help AdWords to recommend ad groups based upon recommended keywordsName your ad group(s)and set your maximum bid-this will apply that bid to all ke

65、ywords in the ad group unless keyword bids are set manuallyAdd your keywords,keeping in mind that keywords share key attributes(i.e.“dog collar”and“dog leash”)should be grouped together,and that keywords that do not(i.e.“dog collar”and“horse lead”)should notRepeat this process as many times as neces

66、sary(you can add Ad Groups in the future by navigating to the“Ad Groups”tab and selecting the red“+AD GROUP”button)Select your final URL and remember to tag it with the proper UTM parameters(you can use Googles URL builder if needed to help with this)so that you can track all ad trafc properly in Go

67、ogle AnalyticsWrite your ads-remember that headlines are 30 characters each,and that descriptions are 70 characters.The best performing headlines are generally closer to 30 characters between the two lines,and the best performing descriptions make use of as many of the 70 characters as possibleContact Raka to Get Startedwith Digital AdvertisingInterested in workingtogether?NEW BUSINESSWere always looking for new,self-motivated talent.CAREERSSign up for ournewsletter.KEEP IN TOUCH603.436.7770WWW.RAKACREATIVE.COM