Search marketing (2) Search engine advertising

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