2010 DoubleClick Display Benchmarks

August 17th, 2011 by Brad Garlin

DoubleClick BenchmarksDoubleClick released their 2010 Display Benchmarks that reveal valuable insight into the Google AdWords Display Network (GDN).  This collection of reports provides tremendous detail as to how various ad types and sizes perform on the GDN.  I am going to point out some of the highlights, but please feel free to review the entire report at Google.

RESPONSE RATE BENCHMARKS

2010 Distribution of Impressions by Creative Type:

Flash – 54%
Image – 28%
Rich Media
– in-Page/Non-Video – 10%
– in-Page/Video – 3%
– Expandable/Video – 3%
– Expandable/Non-Video – 2%

CTR by Creative Size:

Google provides detailed information regarding the performance of all ad sizes, but there is no one ad size or type that seems to be superior to all others.  However, as may be expected, the larger sized ads do tend to see a slightly higher click-through-rate (CTR).

CTR by Creative Type:

Flash Ads – 0.09%
Image Ads – 0.09%
Rich Media
– in-Page/Non-Video – 0.11%
– in-Page/Video – 0.08%
– Expandable/Video – 0.09%
– Expandable/Non-Video – 0.09%

Based on reviewing CTRs alone, it appears there is no need for advertisers to spend a lot of money on fancy, interactive flash or rich media ads (for example, ads that expand when users click or roll over and there are extensive possibilities for interactive content, such as HD video or even the ability to click to make a phone call).  However, there is more to this story.

RICH MEDIA BENCHMARKS

When reviewing ad performance, CTRs alone do not tell the entire story.  Ultimately, an ad’s cost-per-conversion is the most important variable in determining success, but Google does not provide that information.  It is important to note that rich media formats introduce another variable that needs to be considered, and this is called the Interaction Rate.  According to DoubleClick, an interaction is uniquely counted only once per impression and is captured when the user does one or more of the following:

– Mouses over the ad for 1 continuous second
– Clicks an Exit link
– Makes the ad display in Full Screen mode
– Expands the ad

Though not all of these actions may appear thrilling, they do represent some form of interaction with advertiser ads.  Rich media ads receive Interaction Rates over 2% on the GDN.  Though this number may sound low, it is staggering compared to a 0.09% CTR.  So even though rich media ads tend to receive the same CTRs as other ad formats, each rich media ad clicked on also generates about 22 additional interactions.  In fact, larger half page rich media ads saw interaction rates over 3.5% in 2010.  Interaction does not necessarily result in conversions, but it certainly helps ensure users are at least seeing your message.

The GDN has proven to be a valuable marketplace for many advertisers.  Are you taking advantage?

New PPC eNewsletter By JumpFly

August 8th, 2011 by Brad Garlin
New PPC Advertising eNewsletter: AdWords, adCenter & More
JumpFly is proud to launch The PPC PULSE, a free monthly newsletter that focuses on the most relevant pay-per-click (PPC) news and events.  Follow what’s going on at Google AdWords, Microsoft adCenter, Yahoo, Facebook and more.
Hundreds of PPC related news articles come out every day, making it challenging to keep up with the rapidly evolving PPC industry.  JumpFly’s qualified team of certified professionals is dedicated entirely to PPC and therefore keeps up with the most recent and relevant industry changes every day.  Now the most relevant information is being shared with all who are interested via The PPC PULSE.
Sign up and now and have the latest PPC news emailed to you every month.  It’s a great way to keep up with the industry without spending countless hours sifting through all the most recent news.  Learn what matters in The PPC PULSE, where each PPC newsletter provides brief summaries of recent PPC related events along with links to more information.
Follow what the professionals in the PPC industry are paying attention to.  Sign up for The PPC PULSE today and keep your finger on the beat of the PPC industry.
JumpFly takes newsletter subscribers’ privacy very seriously.  Email addresses will be used only for the purpose of The PPC PULSE.  Subscriber information will not be shared, sold or used for any other purpose. Please review our Privacy Policy for more information.  Users can also unsubscribe at any time.  Enjoy your copy of the inaugural PPC PULSE today.
More about JumpFly:
JumpFly professionally develops, implements and manages Google AdWords and Microsoft adCenter PPC advertising accounts. Proper setup and management of these powerful programs will likely make the difference between an advertiser’s success or failure. JumpFly’s full-service solution enables clients to focus on their core business while attaining the best possible results from their search engine marketing campaigns. JumpFly is a Google AdWords Certified Partner and Microsoft adExcellence Member. JumpFly assists more than 300 clients, offers a money-back-guarantee and has an A+ rating from the BBB.

The-PPC-PULSEJumpFly is proud to launch The PPC PULSE, a free monthly newsletter that focuses on the most relevant pay-per-click (PPC) news and events. Follow what’s going on at Google AdWords, Microsoft adCenter, Yahoo, Facebook and more.

Hundreds of PPC related news articles come out every day, making it challenging to keep up with the rapidly evolving PPC industry.  JumpFly’s qualified team of certified professionals is dedicated entirely to PPC and therefore keeps up with the most recent and relevant industry changes every day.  Now the most relevant information is being shared with all who are interested via The PPC PULSE.

Sign up now and have the latest PPC news emailed to you every month.  It’s a great way to keep up with the industry without spending countless hours sifting through all the most recent news. Follow what the professionals in the PPC industry are paying attention to in The PPC PULSE, where each PPC newsletter provides brief summaries of recent PPC related events along with links to more information.

JumpFly takes newsletter subscribers’ privacy very seriously.  Email addresses will be used only for the purpose of The PPC PULSE.  Subscriber information will not be shared, sold or used for any other purpose. Please review our Privacy Policy for more information.  Users can also unsubscribe at any time.  Enjoy your copy of the inaugural PPC PULSE today.

More about JumpFly:

JumpFly professionally develops, implements and manages Google AdWords and Microsoft adCenter PPC advertising accounts. Proper setup and management of these powerful programs will likely make the difference between an advertiser’s success or failure. JumpFly’s full-service solution enables clients to focus on their core business while attaining the best possible results from their search engine marketing campaigns. JumpFly is a Google AdWords Certified Partner and Microsoft adExcellence Member. JumpFly assists more than 300 clients, offers a money-back-guarantee and has an A+ rating from the BBB.

Google AdWords Display URL Gains Respect

July 18th, 2011 by Brad Garlin

Display URLThe Google AdWords Display URL suddenly & quietly became much more prominent. After a lifetime of banishment to the bottom row of search engine ads and listings, the display URL now proudly appears directly below the title.  I did not see any news or press about it, but this is a pretty big change in the PPC landscape.

Now, more than ever, taking full advantage of the display URL at Google AdWords can be of tremendous value.  It lets users know where they would be going if they click on the ads and also acts as a valuable advertising line.  For example, a florist with the URL flowershop.com could use a display URL like www.flowershop.com/Free-Shipping.  Any reputable PPC Management company should always try to maximize their clients’ ads’ effectiveness and taking advantage of the display URL should be part of that effort.

Furthermore, this new layout for ads is the same for both natural and paid listings.  At Google, the paid ads, particularly the top ads, blend in fairly well with the natural listings.  The new Google AdWords report that enables top vs. side segmentation often highlights significantly higher CTRs received by ads in those top positions.  It certainly behooves Google to have users click on their paid listings, which may be part of the impetus behind these recent changes.

One concern I have heard about this strategy is regarding the creation of a display URL for a web page that does not really exist; The danger here is if someone were to copy the “invented” display URL into another browser and then receive an error message instead of the desired website.   Though I am sure this is rare, I do suspect that it happens, which is why I suggest adding a simple piece of code to your website that will redirect users searching for any non-existing pages to your homepage.  That is exactly what I did for our website at JumpFly.

Finally, the Google AdWords display URL stands out with its green font, drawing users’ eyes to it. This is not a line that should be neglected.  If you didn’t already, it’s time to respect the Google AdWords display URL.