Delivery design is essential for effective display advertising

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Ad networks offer a variety of delivery functions. These functions allow you to deliver ads efficiently to the users you want to reach the most. We will introduce these functions.

Remarketing

Remarketing is a function that tracks users who have visited a site once and displays ads from the site they visited before. Have you ever searched for something you want on Rakuten or other sites, and then visited another site only to find that the product you searched for still appears?

This is called remarketing, and is one of the president email database distribution functions with a high CVR (conversion rate/probability of resulting in a result).


Search Targeting

This is a feature of Yahoo!. You register keywords in advance and deliver ads to users who search for those keywords. Since ads are delivered to users who only performed a search, the CVR is lower than remarketing.

Audience Targeting

This is a Google feature. Like search targeting, you register keywords in advance, but this delivers ads to users who have an "interest" in the content of those keywords.

The CVR is lower than the other two.


In addition, it is possible to target users with a strong desire to purchase or based on annual income, but remarketing has the highest CVR.

Remarketing targets users who have visited the site once, so if left as is, the number of deliveries will be quite large, and costs will increase. To operate efficiently, you will need to be a little more creative and deliveries will need to be divided into several axes.

Recency axis
Delivery is limited based on how many days have passed since the user visited the site. By grouping users into groups such as within one day, within two or three days, or within one week, you can decide whether to strengthen or suppress delivery.


Example: Within 1 day
Within 2-3 days
Within 4-7 days Within
8-14 days Within
　 15-30 days Within
　 31-60 days

Bid adjustments can be used to boost delivery to users with high recency and reduce delivery to users with low recency.

Hierarchical Axis


Delivery is limited depending on which level of the site the user has reached. Users who search for products and add them to their cart are more likely to be motivated to make a purchase than users who leave the top page to other sites.

Example) TOP
details page (price list, benefits)
　　Inquiry form

By combining these two axes, recency and hierarchy, costs are invested efficiently. It is also possible to combine other conditions such as location information, gender, and age. Frequency is a function that adjusts the frequency of delivery per day, because if an ad is displayed too frequently, users will be put off and it will have a counterproductive effect.


Improve CVR with easy-to-read creatives
In the advertising industry, "creative" refers to advertising materials in general. Here, we will focus on display ads (banner ads).

There are two main types of creative for display ads: "regular banners" and "responsive."

Regular banner

Banners usually have set sizes such as 300 x 250 or 300 x 1050. Since there are various sizes, it can be difficult to prepare them.

Responsive
In contrast, with responsive design, you can simply prepare two banner sizes, 1200 x 628 and 300 x 300, and the banner will automatically be resized and displayed in combination with the text.

summary
Various knowledge is required for each ad you run. Avoid wasteful delivery and aim for cost-effective ad delivery. Understand the characteristics of display ads and design optimal delivery.