Campaign level – Campaign objectives, campaign types, ad networks, audiences, budget, and bidding.Here are examples of what you can set up in Google Ads: Such a hierarchy allows advertisers to manage the whole ad account efficiently. Every ad needs to be in its ad group, and the ad group must be part of a campaign. Whenever you want to create an ad, you can’t just do it right away. Every ad platform has a management system that should make creating, changing, or updating ads easy and quick to do. The first aspect is the overall hierarchy of your ad account. While going into details here doesn’t make sense, there are two essential aspects of setting up the ads that are universally applicable. This subsection could easily be a book on its own for each advertising platform. While the bidding price plays a significant role here, it’s not the only factor the ad systems consider when choosing auction winners. With online advertising platforms, these bids on clicks or impressions are entered into an auction system that decides which ads will be shown where and for how much. So what’s the bidding about? Technically, any advertising space is an auction. But it’s also applicable elsewhere, e.g., $30 CPM for podcast sponsorships where the variable stands for (projected) listens or downloads. CPM (cost per mille or cost per thousand) – This is most often used for cost-per-thousand impressions.CPC (cost per click) – This is where the whole discipline of PPC (pay-per-click) marketing stems from.This is the basis for the two most common bidding methods you’ll encounter: In the online space, it’s most often in the form of an ad view (impression) or a click to your website.
Buying the adsĪdvertising consists of buying exposure to potential buyers.
This makes it easier to understand the ad account management part. Let’s first get the money side of things out of the way. The key principles lie in setting up your ad account and planning your advertising budget. Creating the ad itself as an end product is usually the easier part. There’s a lot happening behind the scenes of showing your ads to the right audience. What are the key principles of online advertising?
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