Geary LSF's Growth & Development committee presents Digital Media 101, a powerpoint about the basics of paid search, PPC, SEM, Display advertising and more. Learn how-to do PPC and more with this presentation by Geary LSF's Paid Media experts.

1. Intro To Digital Media

2. Geary LSF Media Buying Services
Geary LSF
Media Buying
Services
Paid Search
Ad Networks
and Exchanges
Shopping
Engines
Video
Social
Advertising
Mobile
Local Search
Remarketing
 Sales generation
 ROI/ROAS
 Lead generation
 Downloads
 Branding and awareness
 Interaction and engagement
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3. Client
Campaigns
Media Team
(Display
Advertising
Expertise)
Account Services
Team: Drives
strategy and
ensures
communication
Tech Team:
Recommends and
Deploys Tracking
Technologies
Project
Management
Team: Ensures
Accurate and
Timely Delivery
Web Dev. Team:
Designs and Builds
Landing page
experiences
Creative Team:
Creates messaging
strategy. Develops
ad unit concepts
Analytics Team:
Collects data and
makes it
meaningful
Beyond Just Media: An Integrated
Agency
Deployment of a successful display campaign requires a coordinated effort
among multiple departments.
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4. DISPLAY ADVERTISING
Intro to Media

5. What is Display Advertising?
Display advertising, or “display“ refers to the use
of graphical information beyond text on the
World Wide Web that appears next to content
on web pages, IM applications, email, etc. This
includes most of the standard “banner“ ads,rich
media,video ads & sponsorship.

6. Example of Display
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7. Main Categories of Display Advertising
• Traditional display (Banner Placements on
websites)
• Remarketing (Targeting banners to users who
have previously visited your website)
• Social Advertising (e.g. Facebook Ads, Ads on
LinkedIn)
• Mobile Display (Graphical advertising on
mobile sites or in-apps)
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8. About Display: Targeting Options
Content Targeting is
using web content to
reach the desired
audience at the point of
relevancy
Audience Targeting is
based on online
behavior using cookie
data
While targeting capabilities do vary among top Ad Networks, the
following tend to be status-quo:
Additional Methods of targeting
Geographic
Demographic
Contextual
Day Parting
Behavioral
Retargeting

9. Common Types of Display Ads
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HTML or Static Banners
Graphical ads Display ads are often available in many standard shapes and sizes,
including: banners, leader boards, skyscrapers, large boxes.
Rich Media Ads
Rich media ads are essentially image ads that have interactive elements, animations, or
other aspects that can change depending on who is looking at the ad and how they
interact with the ad.
Interstitials
An interstitial ad is a full-page ad that appears before the actual webpage.
Flash/DHTML Ads
These kinds of ads incorporate Flash animation or other motion graphics. Ads may be
animated display ads in more traditional shapes and sizes, or, as of late, they can be
sophisticated ads that function similarly to pop-up ads but with much deeper integration
into the overall design of the site.

10. About Display: Typical Pricing Models

11. How Ads Are Bought
Direct Sales:
Advertisers work closely with publishers to define everything from the
creative look and feel to the size and placement on the page.
Run-of-Site / Remnant:
Advertisers purchase any available inventory on a publisher’s site that
hasn’t already been sold.
Ad Exchanges:
Ad exchanges are companies that broker online advertising by bringing
advertising buyers and website publishers together to participate in
auctions for ad space
Ad Networks:
Ad networks ultimately serve as the sales representatives for the
websites that are part of the network

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Branding: The “Typical” Role
of Display
• Demand generation
• Brand awareness
Direct Response:
However, we have found
some placements/strategies
that have been successful as a
lead generation vehicle
Benefits/Role of Display Advertising
There is no “one size fits all solution”. Geary LSF customizes display
programs to each client’s individual needs and objectives.

13. PAID SEARCH
Intro to Media

14. Defining Paid Search
• Paid Search is the process of gaining traffic by
purchasing ads on the search engines.
– Advertising is traditionally sold on a cost-per-click
(CPC) basis, in an auction setting
– Paid search is also often referred to as PPC, CPC, or
SEM

15. Paid Search Landscape

16. Example of Paid Search Ads

17. Distribution of Paid Listings vs. Clicks
Positioning does have importance in paid search. Often, advertisers are
faced with the dilemma of cost efficiency vs. volume.

18. The Features of Paid Search
• Keyword based advertising
• Auction-based, Cost per Click (CPC) pricing
model.
• Ad Positioning is determined by Quality Score
and Maximum Bids
• Text based ad copy
• Geographic targeting
• Day parting

19. Keyword Selection: Long Tail vs. Head
Terms
Search
Demand Curve
General terms that are
shorter and less focused
Highly specific and targeted terms
with several words in the term
•Grocery stores
•Recipes
•Gourmet deli tray order
•Best bakeries Glenview, IL

20. Quality Score
A relevancy score between 1-10 is the search engine’s estimate of your advertising’s relevancy to
the user. Quality score is impacted by multiple factors:

21. Ongoing Management and
Optimization
Track
Collect
Data/Test
MeasureAnalyze
Optimize

22. Digital Media Spend Continues to
Grow
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23. Typical Roles of Digital Media Types
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Awareness (Display, Social Advertising)
Consideration (Paid Search, Remarketing, Display, Social
Advertising, Email)
Conversion (Paid
Search, Remarketing, Email)
Loyalty
(Remarketing, Email, Social)
Advocacy (Social
Advertising)