Digital Ad Operations Course Concepts

Digital Ad Operations Course Concepts

Digital Ad Operations (also known as ad operations, ad ops, online ad operations) denotes to the process that support the managing and delivering the advertisements through digital platforms. The Digital Ad Operations includes display (banner and rich media ads), video ads, text ads, search ads, mobile advertising and many more.

  1. What is Digital Marketing?

Digital Marketing is Promotion of Product, service, or brand using digital channels

  1. Types Of Ads: Display, Video, Search Ads

  2. Advertiser: – An advertiser buys ad units from publishers to promote their business or service.

  3. Impressions: – Impression is the number of times and has been viewed.

  4. Publishers: – Publisher own websites, portals and sells ad units to the advertiser. make money by selling the ad space. A publisher can be an affiliate or reseller or basically a site promoting businesses.

  5. Creative: A banner, HTML form, Flash file or any other form of advertising material. Common creative types include GIF, JPEG, Java, HTML, Flash, or streaming audio/video.

  6. Conversion: user complete the Campaign Goal it may be lead or sale

  7. Ad network: act as broker B/n group of publishers and group of advertisements

  8. Ad Exchange: a digital Market place where advertisers and publishers buy and sell inventory.

  9. GoogleAds:  Google Ads is a product that you can use to promote your business, help sell products or services, raise awareness, and increase traffic to your website.

  10. 1. Google Ads is organized into three layers: account, campaigns, and ad groups. Your account is associated with a unique email address, password, and billing information. Your campaigns have their own budget and settings that determine where your ads appear. Your ad groups contain a set of similar ads and keywords.

  1. Campaign Types: CPM, CPC, CPV, CPA, CPL, CPCV

      1.cost per click (CPC):  cost/clicks

2.cost per impression (CPM): cost/impression*1000

3.click through rate (CTR): clicks/ impression*100

4.cost per view (CPV): cost/views

5.cost per follower (CPF): cost/follower

6.cost per engagement (CPE): cost / engagement

  1. cost per completed views (CPCV): cost /completed views

 

 Reporting Excel Sheet:

1.imperssions-impressions, clicks, cost, cpm, cpc , ctr

2.views impressions, clicks, views, completed views, cost, cpv, cpcv

3.followersà impressions, clicks, followers, cost, cpf

4.engagementsà impressions, clicks, engagements cost, cpe

  1. What is the Most Popular Web Banner Ad Size?

Google says the top-performing web banner ad size is 300 x 250 pixels. Other popular ad sizes are 468 x 60, which was popularized during the age of low-resolution browsing, and 320 x 50, a popular choice for mobile devices.

  1. What are the Standard Banner Ad Sizes?

Common banner ad sizes include 468 x 60 (banner), 728 x 90 (leaderboard banner), 250 x 250 (square) and 120 x 600 (skyscraper). The standard banner ad for mobile is 320 x 50 (mobile leaderboard).

  1. Is 160X600 a Mobile Ad Size?

A 160 x 600 ad is not recommended on mobile devices because of their limited width. Consider the 320 x 50 (the mobile leaderboard ad) size as it is among the top-performing mobile banner ads.

What Is Cost Per Mille (CPM)?

In online advertising, CPM is a metric that refers to the cost of showing an advertisement to 1,000 users. CPM stands for cost per mile where the letter “M” signifies mile a Latin term that means “thousands.” It is often used as a benchmark to compare the cost-effectiveness of marketing campaigns and to calibrate advertising budgets.
‍

Cost Per Mille or Cost Per Thousand (CPM) Formula

The CPM formula is as follows:
CPM = (Cost of the ad campaign / Total impressions) x 1,000

For example, let’s say a company paid $10,000 for an online ad campaign that received 500,000 impressions. The CPM would be calculated as:
CPM = ($10,000 / 500,000) x 1,000
CPM = $20
So the cost per thousand impressions (CPM) for this ad campaign would be $20.

What Is Considered a Good CPM?

CPM can vary based on the platform, industry, ad format, targeting options, and other factors. For example, the average CPM for Instagram ads is around $10.41, while the average CPM for Facebook ads in the US is around $11.32.

To arrive at a reasonable CPM pricing model, it is necessary to analyse previous campaigns, compare results with market averages, and assess how CPM affects return on investment (ROI). Ultimately, what is considered a good CPM rate will depend on your specific goals, budget, and the performance metrics you are tracking.

If you are interested in partnering with ad networks that have a track record of delivering industry-leading CPMs within their respective niches, have a look at our curated list of the best high CPM ad networks for publishers.
‍

Frequently Asked Questions

Why Is CPM Important?

CPM is important in digital advertising because it allows advertisers to plan their ad spend, strategize their marketing campaign, and manage the advertising budget more efficiently. It’s also a useful metric for publishers who can use it to determine the value of their ad inventory and set competitive pricing. Publishers often have a target CPM that they aim to achieve and it is typically influenced by factors such as their audience demographics, the type of content, etc.

What Factors Affect Your CPM?

Here are some factors that can affect your CPM rate:

  • Ad placement: Ads placed in high-visibility areas of a website or app, such as above the fold or in the header, typically command higher CPM rates.

  • Ad format: Certain ad formats, such as video or native ads, may be more engaging to users and therefore command higher CPM rates.

  • Seasonality: CPM rates may fluctuate based on seasonal factors, such as increased demand during holiday shopping periods.

  • Ad blocker usage: If a significant portion of a website’s audience uses ad blockers, the CPM rates may be lower.

  • Target audience: A certain demographic or audience segment could be of greater value to advertisers, making them more willing to pay higher prices to target them.

What Is the Difference Between CPM and eCPM?

The difference between CPM and eCPM is that where CPM is an advertiser-centric metric, eCPM is a publisher metric. CPM measures the cost of 1,000 ad impressions to an advertiser, whereas eCPM measures the revenue generated for a publisher by 1,000 ad impressions.

What Is Click-Through Rate (CTR)?

In digital marketing, click-through rate (CTR) is a metric that indicates the number of clicks on an ad or an email in relation to the number of times it was shown, also known as impressions.
‍
Advertisers and publishers use CTR to measure the effectiveness of their marketing efforts, analyse which ads are capturing the most audience attention, and modify the ad content to improve conversion rates.
‍
A high CTR means that an ad is resonating well with the users, while a low CTR indicates that the ad may need to be reworked.
‍
CTR is commonly measured for:

  • Online advertising such as display ads, search ads, pay-per-click (PPC) ads

  • Search engine optimization (organic search results on SERP)

  • Email marketing (links and call-to-action buttons)

  • Social media marketing (links and CTAs)

  • On-site elements (buttons, images, headlines, etc. on a website)

While CTR can provide valuable insight into an ad’s performance, it should be considered alongside other metrics, such as conversion rate and cost-per-click (CPC), to gain a more holistic understanding of an ad campaign’s effectiveness.
‍

Click-Through Rate (CTR) Formula

Use this click-through rate formula to evaluate the success of your online marketing and SEO efforts:
CTR = ​(Total Clicks) / (Total Impressions)
‍
For example, let’s say an ad was shown to 10,000 people and 200 of them clicked on the ad.
CTR = 200 / 10,000 = 2%

How to Calculate CTR Using CTR Calculator

You can use our CTR calculator to calculate CTR in three simple steps:

  1. Input the number of clicks: Determine the number of clicks your ad or link has garnered and type it into the “clicks” field on the click-through rate calculator. You can usually find this data in the analytics dashboard of your advertising platform, or by using a third-party tool like Google Analytics.

  2. Tally your impressions: Next, enter the number of impressions your ad received. Impressions refer to the number of times your ad was shown to potential viewers. Type in the total ad impressions on the calculator.

  3. Get your CTR: Once you’ve input the user clicks and impressions, the calculator will automatically generate your CTR score, expressed as a percentage.

    ‍

What Is Considered a Good CTR?

A good click-through rate (CTR) varies across industries and ad types. For instance, while the legal services sector might consider a 5-6% CTR to be good, the arts and entertainment industry may aim for an average CTR of 12-13%.
‍
A good CTR, then, is all about achieving a higher-than-average number of clicks on your ads or links relative to the generally accepted benchmark for that niche and ad type.


‍If your CTR is higher than the average, it usually indicates that your ad is performing well.
‍

Frequently Asked Questions

Why Is Click-Through Rate Important?

Click-through rate (CTR) is important because it provides insights into how engaging and relevant your ads are to your target audience. This, in turn, can impact conversions and sales, as more people clicking on an ad relative to the impressions it receives indicates a greater consumer interest in the product or service being advertised.

What Does 1% CTR Mean?

A 1% CTR means that out of 100 impressions an ad received, one resulted in a click.

Is a 20% CTR Good?

Yes, 20% is a great CTR for most industries and niches, given that the average hovers around 4-5%.

What Affects Your CTR?

Several factors can affect your click-through rate, including the ad placement, ad copy, target audience, and the overall user experience.

Is a Higher CTR Always Better?

A high CTR is good, but not in isolation. While a higher CTR may indicate that more people are clicking on your ads or links, it does not necessarily mean that those clicks are leading to conversions. Therefore, other metrics must also be taken into consideration to measure the true success of your marketing campaign.