digital advertising 2014 a year in review
TRANSCRIPT
DIGITAL ADVERTISING IN 2014 : A YEAR IN REVIEW
THE 4 BIG TAKEAWAYS: GOOGLE ADWORDS PROGRAMMATIC ADVERTISING MOBILE ADVERTISING YOUTUBE ADVERTISING
GOOGLE ADWORDS
GOOGLE ADWORDS HIGHLIGHTS
> CALLOUT EXTENSIONS
> DYNAMIC REMARKETING
> MOBILE AD EXTENSIONS
> AD EXTENSIONS AND AD RANK AS THE LEADING PPC AND DIGITAL ADVERTISING PLATFORM, THESE HIGHLIGHTS HELPED US BECOME BETTER AND MORE EFFICIENT PPC ADVERTISERS IN 2014
CALLOUT EXTENSIONS > YOU NO LONGER HAVE TO HAVE THESE COMMON MESSAGES TAKE UP VALUABLE DESCRIPTION TEXT SPACE
> GIVES YOU MORE TEXT SPACE TO SELL YOU COMPANY
> USED FOR SPECIFIC MARKETING MESSAGES AND CALLS TO ACTION
> A FANTASTIC WAY TO INCREASE YOUR CTR
COMMON CALLOUT EXTENSIONS FAST DELIVERY // FREE RETURNS // 24/7 SUPPORT // CALL NOW // FREE QUOTE
DYNAMIC REMARKETING > ALLOWS YOU TO CREATE ONE AD THAT DYNAMICALLY CHANGES THE MARKETING MESSAGE DEPENDING ON A REMARKETING LIST OF RULES
> PROVIDES MORE EFFECTIVE TIME MANAGEMENT AND CREATION TIME FOR ADS AND CAMPAIGNS
> SHORTENS THE TIME NEEDED TO PLAN AND STRATEGIZE CAMPAIGNS TO VERY SPECIFIC TARGET AUDIENCES
FOR MORE INFORMATION ON DYNAMIC REMARKETING, CHECK OUT THIS AWESOME VIDEO
MOBILE AD EXTENSIONS > THIS YEAR’S UPDATE MEANS THAT EXTENSIONS CAN BE SHOWN INSTEAD OF THE SECOND LINE OF YOUR AD ON MOBILE SEARCH
> REMEMBER THAT YOU SHOULD CREATE MOBILE PREFERRED ADS FOR ALL CAMPAIGNS WITH SPECIFIC CTR AND AD EXTENSIONS TO GUARANTEE THE BEST ENGAGEMENT RATES
BEFORE AFTER
AD EXTENSIONS AND AD RANK
>ALL OF THESE ARE NOW USED IN THE AD AUCTION ALGORITHM
> FAILURE TO USE THESE MAY NEGATIVELY IMPAIR YOUR POSITIONING AND ABILITY TO BID COMPETITIVELY AGAINST YOUR COMPETITORS
PROGRAMMATIC ADVERTISING
F PATTERN OF PAGE READING > ALLOWS YOU TO USE DATA TO MAKE CHANGES TO YOUR DIGITAL ADVERTISING CAMPAIGNS IN REAL TIME
>LETS YOU BE FAR MORE SPECIFIC AND INTELLIGENT ABOUT HOW YOU RUN YOUR DIGITIAL ADVERTISING CAMPAIGNS
IN MOBILE CHANNELS IT WAS PREDICTED TO REACH 47% OF ALL DISPLAY ADVERTISING BY THE END OF 2014
MOBILE ADVERTISING
MOBILE ADVERTISING
> OVER A THIRD OF ALL TRAFFIC NOW COMES FROM A MOBILE DEVICE (SMARTPHONES AND TABLETS)
> MOBILE HAS BECOME FAR TOO INTEGRAL TO EVERYDAY LIFE TO BE IGNORED
IN 2015 MOBILE IS PREDICTED TO REACH 30% OF TOTAL AD SPENDING
DUAL-SCREENING
> DUAL SCREENING IS ENGAGING AN AUDIENCE WHILE WATCHING A POPULAR TV SHOW OR EMPATHIZING WITH THEIR MORNING COMMUTE
> THE SHIFT OF SOCIAL INTERACTION TO MOBILE DEVICES ALLOWS YOU TO DIRECTLY INTERACT WITH A SHARED AUDIENCE
YOUTUBE ADVERTISING
YOUTUBE ADVERTISING
> VIDEO IS BECOMING AN INCREASINGLY IMPORTANT PART OF ADVERTISING
> YOUTUBE AD SPENDING HAS INCREASED BY 56% IN 2014 AND IS LIKELY TO INCREASE EVEN MORE IN 2015
IN THE US ALONE YOUTUBE AD SPENDING IS UP TO $5.96 BILLION
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