So last week, we discussed PPC (or Pay Per Click) ads. Many networks have these now but the idea is you pay when people click.
But what if you don’t have an online store where people can make a purchase? What if general awareness is what you are after? What if you want the ads you serve up on your site to display depending on what people have been looking at. (Don’t act like you’ve never been freaked out where, after browsing for shoes, you’re on some complete other website and you see an ad for the very shoes you were looking at!)
Display ads started out as banner ads and they were typically wide (you know, like actual banners are). I remember when I too added my first banner ad on top of my Geocities website (if I could remember the URL of my site, I’d so go to the Wayback Machine and get the screenshot but alas, this one will have to do):
Got to love the Yahoo Geocities display ad!
Now, display ads are much more comprehensive. They can be videos, animations, pictures, etc. and they can be everywhere on a website, from pop ups to sidebar items.
For display ads, you pay a certain amount of money per 1,000 impressions. (I’m over generalizing clearly.) Up until relatively recently, like the newspapers of today, you put your display ad on a website and hoped people saw it/remembered it, as you paid whether they clicked on it or not. So these ads were being served up to a wide variety of people.
Google, however, has changed all this again with a concept called ‘remarketing’. The idea is displaying these ads to people who have already been to your website. (You setup a way to collect cookies from people who have visited your site, creating what Google calls a ‘remarketing list’.) It’s definitely sneaky but you can see where it would be more effective to display an ad to someone who has been to your site than someone who has never heard of you.
Just for fun, I went to Mashable.com and took a screenshot (I am a 33 year old woman):
I asked Kassie for fun to screenshot what she sees when she goes to Mashable.com:
The takeaway, besides the fact that Kassie is way more intellectual than I seem to be, is that display ads can now be different for different website visitors. And that’s pretty cool.
So display ads are just another way to do online ads. Many of the sites that have them (like Mashable) are quite large (they have pretty detailed specs for ads for example but since they don’t have pricing, I’m guessing you have to have pretty deep pockets to play with them).
Next week, we’ll talk about a solution to this problem of not having, say, multiple ad agencies and your own sales people to sell ads on your website: ad networks.
More on display advertising on Wikipedia (of course) and Google has documentation on remarketing. If you want someone to set this up for you, our friend Colin at Root Deeper Marketing is a Google certified specialist and could totally do it for you.