Evan Saks, Chief Evolution Officer
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Conversion Strategy

Banner Ads | Rich Media | Outreach | Retargeting

Yahoo! Display Ad Best Practices

In 2014, US digital ad spending surpassed network TV

Display advertising can reach millions quickly
IT'S TRUE. AND ONLINE IS GROWING DOUBLE DIGITS every year. In fact, with mobile ad spending more than doubling, overall display ad growth online is accelerating rapidly, and is forecast to continue for the foreseeable future. 

BE WHERE YOUR CUSTOMERS ARE.
REACH YOUR TARGETS QUICKLY with highly focused ads, using full color and imagery, even animation. Media can be purchased on the basis of myriad dimensions, for any budget, and any interval.

Targeting by:
  • Geography: state, city, DMA
  • Devices: desktop, tablet, smartphone
  • Demographics: age, gender, parental status
  • Placement: specific sites
  • Interests: broad areas like people interested in new movies, or celebrity news.
  • Topics: specific topics like green energy or NFL football
  • Keywords: search phrases
  • Exclusions: sites to avoid
Run on platforms like:
  • Google
  • Bing/Yahoo
  • Facebook
  • Amazon
  • Various ad exchange networks
Picture

INTRODUCE NEW BRANDS AND PRODUCTS, promote an upcoming event with a specific date and time, demonstrate the usefulness of a new solution, and generate millions of impressions quickly to build awareness and traffic.

BE PATIENT; don't be discouraged by low click-through rates, or even microscopic ones. Fears of viruses have scared users from clicking directly on ads -- even while they see and often respond to the message. "View-through conversions" are a measure of people who were exposed to a message, then arrived at your site and converted on the desired action. Even though they did not click on the ad, instead ran a quick organic search, or typed the URL, the display ad still deserves at least partial credit for the conversion. Make sure you have a sound conversion funnel in place to measure the true contribution of display advertising in your mix.


MEASURE AND ITERATE. Start with best practices for creative, then A/B test every variable. Test the headline/positioning, photos/visuals, CTA, colors, among other variables.

BANNERS COME IN ALL SHAPES AND SIZES, though only a few dominate most impression reports:
  1. Leaderboard (728x90)
  2. Inline Rectangle (300x250)
  3. Wide Skyscraper (160x600)
  4. Mobile Leaderboard (320x50)
Complete Google display banner specifications are available here.
Google Adwords Banner Specifications
Adwords Banner Specifications

Display Advertising | Banner Ads | Double Click Display Network

Marketing consulting with a balance of traditional and digital. Branding and SEO. Offline and online. GRPs and PPC.
Making the cash register ring and the conversion pixel fire. Flexible and affordable engagements for the specific mix of
marketing services you need to succeed. On time, on budget, and on the mark. Let us recommend a marketing action plan today.


Digital Marketing

E-Commerce
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Branding
Strategy and Positioning
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Case Studies

University of Massachusetts
Gulf Electricity
​
Wentworth Institute of Technology
Caregiver Homes
Bridgewater State University
Create-A-Mattress
Spark Presentations
North Shore Community College
Baril Corporation (Medical Devices)
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Certified Google Partner

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