If you want to be successful in banner advertising, it helps to understand the terminology and how to use it properly. Knowing the difference between publisher and placement, for instance, is crucial to understanding bidding strategies. Here are some terms you’re likely to come across, with short definitions and tips to use them.
Publisher and Placement
Publishers are the folks who host ads. Usually, a publisher owns a highly-trafficked website that conforms to a niche. CNN is a publisher; they host content and ads to support that content. Those ads are fit to what’s known as a placement. These placements basically mean “the location of an ad.” When you bid on placements, you’re bidding for a specific space on the website. A display advertising network that sells placements sells space on a website by ranking bidders and rewarding the top spot. A placement can be anywhere, including in content or in the footer.
Impressions are the number of times someone views your ad, or your landing page (if you are not using a banner). The technical definition is a single display of content online via a user’s web-enabled device. Impressions are one method of selling traffic to an advertiser, as opposed to selling by click. Generally speaking, the advertiser is charged each time the server generates an impression.
Understand these terms, and what makes them distinct, and you’ll be able to build and scale a successful campaign.
Social networks used to represent the opportunity for marketers to connect more directly with their audience. But the CEO of engage:BDR, Ted Dhanik, argues in an article on Adotas that the rising cost of advertising there has made social prohibitive today. The fact is that there are many variables that play into why Facebook ads aren’t the smart buy they used to be.
Facebook’s data delivers metrics on user engagement and social mentions, but this data doesn’t help you discover whether your ads are actually working. You can review conversion data, but there is a missing link between the sale and the user seeing the ad that Facebook doesn’t track. Advertising outside of Facebook frees you to pursue different data points and gather the figures you need to see in order to improve conversions.
It’s not that Facebook is lying to you, it’s that the data it reports isn’t always relevant to you. Not every ad needs a share value to have a success factor, so this metric is less useful than banner advertising analytics that tell you whether a user listened to the audio or video on your site.
Facebook is a social network, meaning users come to socialize. If we think of this like a common space in the real world, it’s easy to see how difficult it could be to judge a person’s intentions. For one, that user could be on Facebook for any one of a number of reasons. Not every Facebook user is fully engaged with the network either, leaving out potentially millions or billions of customers you could reach elsewhere. Though Facebook still has value, there is definite reason to seek traffic from other sources like display advertising.