Display | Formación

Capítulo 1. Display — para principiantes

Formación
Gratis

En qué se distingue el rol y de dónde sale el primer dinero.

Where a banner sits

Formación
Gratis

Display advertising is a banner next to someone else's material. The person was not searching for it. So the banner says in one second what it is and where to click. Small terms text on the banner is not read. You pick a placement whose audience can understand the product. A random network “where the impression is cheaper” is not the first test.

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One size, one idea

Formación
Gratis

The first test is one banner size and one idea. The same layout is later moved to other sizes without changing the promise. The banner has no second offer and no text that is not on the landing page. Someone else's trademark is taken off someone else's layout.

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Where the click goes

Formación
Gratis

The click goes to one page with one action. The page repeats the banner's idea. If the banner is about one thing and the page about another, there is a click and no action. The link is tracked. Without the mark you cannot tell this banner from another.

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Frequency

Formación
Gratis

One person should not see the same banner without end. You cap the frequency. If the same person sees the banner dozens of times and does not click, the impression is wasted and it annoys them. In the report you read frequency next to clicks, not only the impression count.

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A click is not a payout

Formación
Gratis

The click rate shows whether the banner was noticed. The payout comes for an action on the page. A banner with a cheap click and no actions is stopped. A banner that brought an action cheaper than the task allows is kept, and only then you try a second size. The second size has the same meaning. A new idea on the same day mixes the report.

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The placement and the product

Formación
Gratis

The banner is not placed next to material that contradicts the product, or where the product cannot be recognized. The list of placements in the first test is short and written down. “The whole network” with no list does not show where the click was. If a placement is forbidden by the offer terms, it is not on the list.

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