Search marketing (2) Search engine advertising


How successful is online display advertising?



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How successful is online display advertising?

  • Click-through rates are very low
    • Average is around 1 click every 1000 impressions
    • Research from Dave Chaffey on variance in CTR for display ad types
    • Click-through rates on Facebook and Twitter (from Larry Kim)
  • Beyond demographics : Behavioural targeting and re-targeting are being tried in an effort to improve CTR

Types of ad targeting

  • Search targeting – based on terms typed into search engine – marketers bid on search terms. Ads appear on SERPS. Costing is PPC
  • Context targeting – based on textual content of the webpage on which the ad appears (often plus demographics). Costing is CPM (impressions)
  • Behavioural targeting (and retargeting / remarketing) - monitors online behaviour and serves ads accordingly

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