Display Ads Intro

How To Deal With Ad Fatigue

If you're unfamiliar with what ad fatigue is, it can't be all that hard to guess at the basis of this concept. Ad fatigue, in the broadest sense, occurs when viewers have no option but to view the same or similar ads over and over again.

Is the Display Ad world too complex? (AKA, DSP, SSP, What?!)

Short answer: Yes, it is. But today, we’ll try to approach understanding why, and what consequences all this complexity brings. A few days ago, a friend of mine and I realized we had another friend in common that we never knew of, so I said: “The world really is a village”, and she gave me an answer I’d never heard nor thought of: “And really very similar to a maze”. This crazy deep and also very simple analysis meant one thing that could easily apply to the Display Ad world too: As small as it is, it can get impossibly complex. 

Oh no! My Display Ads aren’t showing! What should I do?

Here's a problem I hear almost every day: I'm using Google Ads (Adwords), running display ads on the Google Display Network (or a similar programmatic network), and my ads just are not showing. Zero impressions! What should I do? Well, I wish the answer were just "push this button!" but, alas, it's not that easy. However, there are a bunch of techniques I usually try. Here are a few of them (and a few of my favorite ones... well, I can't tell you here but you can call me and let's discuss, for fun!)

Responsive Display Ads with Video–An Introduction

Do you remember, gentle reader, a long-ago world of Google Advertising in which there was just a standard search ad, and then you could have display ads in a handful of different sizes, all simple images? That world is as dead as the world in which you don't need to wear a face mask to go into the street. There's one type of ad that I've found particularly profitable that I'd like to discuss and share today: the Responsive Display Ad (now with video!).

How to create a list of managed placements for Google Ads (aka Adwords)

So a question you might be wondering in your sleep--since this is of course what you dream about late at night!--is: how to create a great list of managed placements to upload to Adwords / Google Ads? Yes, that keeps me up at night. You have no idea! But first, let's explain the context of the question.

Display Ads & Negative Keywords: How do they work?

One common question I'm often asked is: how do negative keywords in Adwords / Google Ads interact with display / programmatic targeting? The very short version of the answer is: in the most annoying way imaginable--so use with care! Let's backtrack, because to understand how this functionality got annoying--and what it even is--we need to understand where it came from.

Intro to Display Ad Targeting on Adwords/Google Ads and Programmatic Platforms: The 101

How do you target display ads? Here's the easiest way I go about explaining it to new PPCs I'm training.

What Is The Minimum Spend for Customer Match on Google Ads/Adwords?

So, as every experienced marketer knows, one of the best features of Facebook's marketing platform is that you can upload a list of email addresses and target them. This is one of the most underused and most powerful features: so long as you can get an email address, you can target them. But today's gem: it's widely ignored that you can do the same on Google Ads! Google calls it "Customer Match" and go start Googling it on the count of 3... 2.... wait, not yet. First, read The Caveat.

Intro to Display and Programmatic Ads: The Buy Cycle 101

PPC 101: find the keywords of people interested in the products, take out ads, test and tweak, test and tweak, and test and tweak. Right? Sounds good... for a 101 class. But now let's talk about the intermediate level a bit. And it gets a bit more complex: the buy cycle.

Display ads have an average CTR of 0.05%, ceteris paribus

It's a question all of us have asked, at one time or another: "is this click-through rate we're getting good or bad?"

Can Google Display Ads Say ‘Click Here’?

Today's question: can you put language like "Click Here" into a display image ad on AdWords/Google Display ad network? The "TL;DR" answer is: "technically, probably not; but in practice, definitely". Let's look into it.