Use our hub pages as a reference to get up-to-speed on all the main digital marketing techniques. They will help you quickly understand how to make the most of the technique through definitions and recommendations on our member resources and blog articles covering strategy, best practices and the latest statistics.
In our coverage of Internet advertising we focus on display and programmatic advertising, still more commonly known as banner ads. These get a bad rap because of low clickthrough rates, but that doesn't mean that they aren't worthwhile. We have separate advice on paid search (PPC) marketing strategy.
1. Article - The difference between paid, owned and earned media
2. Statistics - Ad clickthrough rate comparison
3. Free download - Common AdWords marketing mistakes
4. Paid guide - Online customer acquisition plan guide
5. Paid template - Paid media campaign calculator spreadsheet
Average ad clickthrough rates for non-video formats are just 0.1% meaning that it's wrong to plan their use primarily for direct response - to get the clicks. Instead, we suggest you think about display ads as a way of creating brand awareness and engagement.
Attribution modeling will show that often display can help generate searches on the brand name or for an offer, so they are best used in this way.
Our 7 Step Guide to success with display ads goes into much more depth on how to make display ads successful, but if we were to suggest just 5 key questions to ask about your campaigns, they would be:
Display ads are banner format or video ads placed on other sites with the aim of generating awareness of your site and generating clickthroughs to the advertisers site or a microsite.
These are three of the best general sites advising on display advertising:
For finding examples of inspiring ad creative, these are the best options which often show ad creative by sector:
These are the related techniques which we recommend as important for managing Internet advertising effectively. View these hub pages giving details on best practices, statistics and examples for these techniques: