How to Improve Ad Yield in Google AdX and Increase Auction Pressure for Publisher

How to Improve Ad Yield in Google AdX and Increase Auction Pressure for Publisher

Most publishers aim for higher earnings from Google AdX. However, only a handful of them actually try or implement methods that lead to improved Ad yield in Google AdX and also by increasing their auction pressure.

Auctions generally are designed in a way that the highest bidder is offered the product. In the real world of Ad bidding, the seller (publisher) usually sets the initial price while bidders (buyers) are allowed to bid for the product that is put up for sale.

What comes next is buyers are given the opportunity to propose higher prices and, usually, the price at which the product is sold is higher than the real value of the inventory.

In the case of programmatic advertising, things are a bit different and the auctioning in the case of second-price auctions are organized differently.

But to get things more clear here… Let’s first explain what Second price action is…

In cases like this, bidders set the price that they are willing to pay for per CPM (1,000 impressions). However, they end up paying a different amount than their initial proposal and rather they are allowed to pay slightly higher than the second-highest bidder which in most cases they pay $0.01 more than the second-highest bidder.

But still, the price they bid is rarely the exact amount they pay, since the winning bidder pays only $0.01 more than the second-highest bidder. Now, let me show how it works on numbers below. 

Here is an example showing 4 bidders bidding for Ad impressions 

  1. Bidder A bids $1.5
  2. Bidder B bids $2.5
  3. Bidder C bids for $5
  4. Bidder D bids for $4  

As you can see in the image, the winner has to pay only $4.01 even though he bids for $5. Using the second price auction system, the winner has to pay only an additional $0.01 in addition to the amount proposed by the second-highest bidder at the end of the bidding section.

Regardless of the form of auction, publishers are constantly trying to increase their revenues, this is one of the reasons why Google Adx is created to help publishers by using either floor price optimization, or auction pressure increase. 

What is Auction Pressure?

Auction pressure is simply can be said to be a process of enhancing of auction competition between media buyers. Auction pressure is used to stimulate media buyers to offer higher prices to the inventory they intend to buy. 

In cases where the competition is high during an auction, it results in the following:

  1. CPM and BID Value: This is a clear example of demand and supply. When you have a lot of buyers bidding for inventories, It results in higher CPM and Bid value increased. 
  2. Fill rate: Having more buyers participating in the auction results to more bids which end up reducing the stock of unsold inventory and rather increase the fill rate for publishers. 
  3. Ad Revenue: Another plus for publishers when there is auction pressure is that Their earning also increase as media buyers are willing to pay more to acquire their inventory.

The question of whether ad pressure benefit publishers or not can be clearly answered that it does favour them in many ways period.

So let’s look at how you can actually increase your Auction Pressure and Improve Ad Yield in Google AdX.

How to Increase Auction Pressure in Google AdX 

One of the most effective ways of increasing Ad pressure is to get more buyers to compete for the available inventory within the Google AdX. This requires publishers to do away with some of the restrictions they place within the system which will make more buyers qualified to bid for their inventory.

Here are some of the tips that will increase your performance in Google AdX on your publishing website or blog.

1. Remove category blocking

In the quest for publishing only quality and relevant ads, some publishers put a lot of restrictions on some categories which limit some ads showing on their blogs and sites.

This is not always good as it leads to a low number of Ads in the auction. This affects the fill rate and revenues of those publishers.

It causes the CPM for the winning ads to be lower because every blocked category leads to decrease in ads number and respectively of competitiveness. 

The advice here is to removed those blocked categories to the status of unblocked to increase the competitiveness among media buyers.

So, here are the steps to unblock those categories. 

  • First, In-Ad Exchange, choose the Rules Tab and click Blocking in the menu; It will display all the blocked categories for each rule.
  • Second, you can unblock a category by clicking X next to the name of the category;
  • Third, assign rules for more categories that will enable more ads to be shown on your site or blog.

2. Do away with Advertisers URL Blocks

Hence publishers are given the opportunity to block some Advertisers URLs, publishers do often block just too many of the advertisers URLs because they want only quality ads to appear on sites, the negative effect of this is that it results in less auction competition.

If you have blocked too many advertisers URLs, please consider unblocking some of them to increase competitiveness.

Here are the steps to remove the blocked advertiser URLs:

  • Select the Rules tab in Ad Exchange and hit Blocking in the Navigation menu. For each rule you can see a list of each blocked advertiser URL;
  • To unblock the advertiser, Click delete to unblock the advertiser;
  • Move the block from Everything to specific rules to be able to display inventory at less restricted sites.

3. Enable Branding

Majority of media buyers opt for branded inventory because it is known to be premium. As a publisher, this should rather be an opportunity for you to increase your CPMs in the Google AdX.

Consider enabling branded inventory and follow the updated in the reporting section where publishers are updated on how Ads are performing as branded content

Here are steps to enable branding in Google AdX. 

  • Select the Rules tab;
  • Press Edit;
  • Activate Branded under the menu;
  • Set a minimum price;
  • Click Save. 
  • Repeat the same steps for each rule.

4. Use Responsive Ad Type

With the recent Google Adsense updates, one Ad type (Responsive) Ad types make it easy for publishers to publish all Ad types using one snippet Code. With this responsive Ad type, your ads will be able to adjust automatically to the required sizes and shapes.

Previously, you will have to set rules such as allowing images and text at the same point. This procedure is still on and you can also use in case you do not choose to use responsive code.

Using images and text to date also has a significant impact on your revenue as it improves your match on your site and also increases your fill and Ad yield which results to eCPM and consequently increase auction pressure.

Enabling both text and photo advertising to bid for your ad stock creates auction pressure, likely resulting in the price and eCPM increase.

Another thing you should have in mind is that creating line items in different sizes also can help increase your Ad yield and revenue. This is because some of those line items have different ad sizes and their prices vary as set by advertisers.

Here are the steps: 

  • In Ad Exchange, click Rules, and then Ad Styles & Backup Ads. You can see which type of ad is allowed under “Ad Styles.
  • To allow text and display ads, click Edit and choose Image / Rich Media Ads and Text Ads under Ad Types.

5. Allow Third-party vendors Opt-in

In order to prevent unwanted vendors from operating on your platform, Ad Exchange allows publishers to decide and Opt-in ad technologies if they choose to.

The fact is, many media buyers use various third-party vendors and their technology tools for buying media, remarketing and data collection which needs to be certified by Google before they are allowed into the system.

This is to tell you to trust them too since Google has given them access to your inventory. Allowing those ad technologies will increase the demand flowing through the network which will benefit publishers.

Follow these steps to Opt-in Ad Technologies: 

  • Click Rules, then Opt-In;
  • Allow as many ad technologies as you feel comfortable running through your account in the Everyone rule. 


As a publisher, monetising your traffic to get the maximum income benefit should be a top priority. Using Google Ad Exchange could be one of the greatest opportunities.

Though there is a lot involved in optimising your Ad display to improve your fill rate, eCPM and ultimately revenue can be possible in the above suggestions.

It is enormous opportunities also using tools like Google DFP to optimise Ad positions and sizes from various demand sources.

Maximising your revenue should be your focus but that does that mean you will allow all kind of Ads to be published on your site or blog is it’s against your principles. We advise you to carefully review these suggestions before implementing them on your publishing sources.

Free Business Advertising Platforms for Small Businesses

Free Business Advertising Platforms for Small Businesses

Executive summary

Small businesses have limited budgets which force most of them to use their scarce resource in a very careful manner. In most cases, some small businesses do not have advertising budgets.

However, they need to grow and scale up their visibility in order to get noticed by their customers and business associates.

The good news is… even with zero business advertising budget, small businesses can still promote their products, services, and tell their brand story to enable them to grow and become big businesses.

Typically, it’s possible and many small businesses have been grown through these means a million times over just by using free platforms that allow small businesses to advertise themselves for free.

In this blog post, I highlight the most popular and important free business advertising platforms to help small businesses grow for free.

Best Forums to advertise your business

Online advertising platforms are not limited to search engines and popular social media platforms. Other platforms such as forums are great ways to grow your business.

Forums often have a lot of people spending time on those platforms even more than search engines and social media platforms.

I will discuss some of the most important ones below.

Quora Ads

To me, Quora is one of the best forums online today. The platforms have hundreds of thousands of experts and people looking for solutions as well as sharing knowledge.

This platform actually has over 100 million active users monthly from all backgrounds. This presents a great opportunity for online businesses to reach their desired audience.

To gain massive traffic from Quora, you need to participate as an expert in your niche. Answer questions that are related to your niche.

It’s all about giving and take. Make sure your answers are as valuable as possible so you can attract followers and your answer will be seen by many.

One great tip here is, answer questions that have a lot of views and ad an image in your answers as well as your link below.

Quora Answer

Quora runs all major Ad types such as Image ads both on desktop and mobile ads with various sizes, contextual Ads.

They allow advertisers to use their list matching targeting by uploading emails list of people they want to target.

They also optimize their pixel to support multi-level conversion tracking and behavioural ad targeting options to allow businesses to get the traffic they need to grow their businesses.

Reddit Ads

Reddit is another great forum used by many businesses to get targeted traffic. With over 330 active users sharing links, images and text post in and contributing in several subreddits.

Small businesses have been using Reddit to gain a lot of traffic. It’s also great for networking and scaling up your businesses.

Since there are so many people spending a lot of time on the site. As a small business, you can create and optimise your business profile which will enable you to post your images, links and even create blog posts.

It will give you so much exposure and attract customers, followers and Kama.

Another good thing with Reddit is the subreddit that you can join. While joining those subreddits, you have to first read the rules to avoid been banned.

It will be great if you can maintain a high level of participation and please DO NOT spam.

These subreddit gives you the opportunity to contribute, learn and create a beneficial network.

It’s also a wonderful platform for paid and as well serve as a free business advertising platform.

Small businesses that are active on forums often use these platforms for free advertising. On Reddit, they do this by sharing their links, latest blog posts, images and text post.

As a small business, participating in Reddit subreddits leads to followers and many upvotes which help make your post get more popular.

Small businesses are encouraged to make use of these platforms to help them grow organically.


Digitalpoint is another good forum with a massive amount of digital markers. They share their knowledge on various topics most digital marketing.

DigitalPoint also allows for paid advertising using CPM and emails advertising models. Banner ads are based on a CPM (cost per 1,000 impressions) model.

If your services are related to digital marketing, This is another platform you can consider.


One of the oldest forums online but mostly used by digital marketers too. Contributing to this forum will give you the opportunity to put your posts and contributions in front of many potential customers

You can get powerful backlinks from this forum also which will helo our organic ranking in search engines. This will amount to so much traffic later when you rand on valuable keywords.

They also sell their Ad spaces to advertisers willing to buy them.

They rub banners and text ads on their platform while allowing participants to share their stories, ask questions and get answers.

Free Business advertising Platforms

Most of the platforms mentioned above are also great platforms that allow businesses to advertise their products and service and as well tell their brand stories.

These platforms give businesses a great opportunity to create their business pages and regularly update it with content meant to educate, inform, entertain and promote their businesses.

Let’s see how you can use these platforms for free businesses advertisement.

Free Advertising Platforms for small businesses

Facebook Business Page

A Facebook business page is an incredible way to advertise your business for free without paying a dine. The only difference between Facebook paid and free advertising is that your exposure will be limited compared to paid Ads.

In any case, you can do so much with Facebook free advertising and here is how

Optimise your business page with all the business information. Make sure your business page stands out so your potentials customers will easily access all the information they need.

After optimizing your page, the next thing you need to do is to create quality content, schedule your content on your Facebook page to post regularly on your page.

Facebook reward consistency and quality content, When you are posting on a daily bases, chances are people will be able to see your post more. This will lead to more page followers and page likes.

Once your page fans are beginning to grow, here is what you need to do next…

Join many valuable and interactive Facebook groups related to your business. There you can participate in those groups and also share your Facebook page post.

By doing so, your post-exposure will increase and more people will be able to find your content.

Another hack for more exposure is you have to make sure you reply to all comments and messages coming to your page. The more you interact with people, the more your post will be exposed.

Some businesses have used these means and grew their businesses into global business today.

You too can do it.

Twitter Business Page

Twitter gives small businesses a great tool to increase their visibility through tweets, trends and also gain followers. Twitter is one of the best platforms you can form great relationships that will turn into loyal followers and then to sales.

As a small business, using Twitter should be of strategic importance to your business for forming sales channels. You can engage your twitter followers by creating valuable content and as well as content that attracts your viewers to engage with your profile and website.

It will help you a lot if you create tweets that interest your follows. This will encourage them to engage with your content. Many small companies are able to do this successfully and you can as well.

The perfect example of companies that are successful in doing is NameCheap. They have managed to gain 121,000 followers as of the date of this post and still growing.

One good thing they have done well is to mix fun and business. Try this out your self and share your feedback with us.

Create tweets that stand out. You should understand that you have competitors and creating tweets that stand out will be a big plus for your business profile.

Some small businesses that use Twitter very well are able to gain a lot of followers and market share. Example of such is the Roger Smith Hotel with 15,000+ followers.

They knew they were too small to compete with bigger brands and rather turn to social media marketing and mostly Twitter to boost their visibility.

They were able to invite some influencers and journalist to try out their services. As those influencers turn to twitter to share their experiences, the Hotel’s twitter becomes so popular in the eyes of many.

Now, they offer discounts for people that book their hotel through twitter and also have a twitter kiosk at their hotel.

This is one of many other success stories of social media marketing.

Another way to boost your visibility on Twitter is to connect with people that need your products and services.

There are tons of professionals on Twitter that promote themselves and it another opportunity for you to build your network around them.

You can also use Twitter as a lead generation platform through the promotion of your tweets.

You will also need to listen to your customers on Twitter. I will end it here for twitter but here are few points to sum it up…

  • Listen to your customers
  • Promote products that are not easily found
  • Create Tweets that stands out
  • keep your followers interested
  • Be consistent
  • Balance work and fun
  • Optimize for mobile
  • Connect with people who need your products and services.

Use Twitter to grow your business for free.

LinkedIn company page

LinkedIn is mostly considered as a professional platform for professionals with over 330 million active users every month. This presents small business a great opportunity to promote their business.

Having a business/company page on LinkedIn gives your business a boost and opportunity to be seen by thousands of LinkedIn users.

The business page also comes with several features to enable you to publish content and connect with people looking for your business.

Here are several ways you can use LinkedIn to boost your small business

Lead generation – because LinkedIn offers businesses easy access to contact other members and also allow them to subscribe to your buttons, this platform can be used to reach your target audience to help you grow your business for free.

You can also choose to message your audience on LinkedIn to let them know about your business. It might be a mere messaging but it’s actually building a network for your business.

LinkedIn Boost SEO – Using LinkedIn as a small business can have a significant impact on your business search engine rankings. You can increase visibility and also increase your organic search traffic over time.

Sharing your content on your company LinkedIn page help connect your business with the right audience.

You can also join groups that are related to your niche and post your valuable blog posts to attract more audience. This alone could make you grow your company page followers and visibility.

Look at LinkedIn as a free business advertising site because of the great opportunities it presents to small businesses.

Treat your LinkedIn Business page as a marketing channel

LinkedIn can be a great platform for marketing your content such as your blog posts, Updates about your business, Display of your products and services.

You can always share your blog posts and if they are valuable enough, your content will be liked and shared over and over to increase your exposure on the platform.

That alone will give your business page the opportunity to attract new followers and eventually loyal customers.

Use it as a multi-channel marketing platform – It is a great channel for marketing your business product or service as a small business.

It gives you the ability to reach the local audience through this new channel and that’s massive because it opens so many doors in terms of online traffic and users interest in your company.

Use LinkedIn judicially to boost your visibility and grow your business for free.

Pinterest business page

One of the best ways to build an audience and grow your business is through Pinterest. A great platform for quality traffic for your small business.

Pinterest is a powerful image saving platform which is a bit different from other social media platforms such as Facebook and Twitter.

This means it also has a set of different rules and practices which enable small businesses to grow.

Here is how you can use Pinterest to grow your small business.

Feature your Blog Post on Pinterest

Even though Pinterest is an image platform, bloggers have been very successful using the platform to build their fortune for free. It’s easy.

After creating your blog post, you have to create a Pinterest size image to pin it to your profile in a way people can click on the post and visit your website.

Doing this the right way and consistently will enable you to increase your traffic so much especially when you feature it in one of your featured boards.

Promote your website

Pinterest boards come handy when you want to expand your website by creating a board that contains all the important information about your website.

You can choose to create “About us” visual page, “Testimonies” “Price List” “Your Products and services” and much other information necessary for disseminating information about your business website.

You can choose to feature this information in one of your featured boards to be seen by many.

Promote your Videos on Pinterest

Videos these days are a great way for businesses to boost their visibility online. As a small business, this might simply be one of the best ways to promote your business on Pinterest. In fact its like Free business advertising platform for many digital marketers.

Businesses that promote their videos on Pinterest have a lot of views and Pins from other interested and targeted audience. Consider using videos on Pinterest to boost your visibility as a small business.


There are so many other free ways to promote your small business and grow faster, however, I will allow some of you to tell us which ways you think work best for you in the comment section.

We have highlighted the most popular channels small businesses can use for free to promote and grow their business.

Each of the platforms has a unique way that can boost your business if used the right way. I will also encourage you to research more on this topic, use classified Ads sites to also promote your business for free.

I will end it all here for now but hope this helps you grow your business better and faster.

Paid Business Advertising Platforms for Small Businesses

Paid Business Advertising Platforms for Small Businesses

Just like many of us do when we are about to promote our businesses, We ask friends or dive into multiple online forums to ask questions concerning business advertising.

Particulary most starters will ask questions such as “What is the best way to advertise a business online?, How to advertise my business? Where to advertise my business online etc.”

In many cases, people ask of free ways to advertise their businesses online. Its all about creating awareness and to get visibility in order to grow your business online faster and beter.

It is a known fact that online paid adverising helps brands grow faster online, become more popular and profitable, expand into several markets and compate with other rivals to control a larger share of the market. 

The essense of this blog post is to help small business with all they need to grow their businesses through online advertising practices. 

Defining online business advertising

In my opinion, this is a set of practices businesses put ads on one or several niches related blogs or websites to gain some visibility.

It also involves buying display ads from ad networks or programmatic advertising platforms to get traffic with the hope of getting new or more customers.

online advertisers use several platforms for their paid advertising purposes. The primary aim is to acquire more traffic and dominate their niche markets.

Advertising methods such as display advertising contribute to more traffic and even organic traffic when those ads are placed on a good and popular platform.

We have discussed some of the effective ways businesses can use to grow their businesses.

Paid Business Advertising platforms

These are ad networks where businesses need to pay money for advertising their businesses. These Ads are sub-divided into categories such as PPC Ads and CPM Ads.

To elaborate more on PPC and CPM,…

PPC simply means Pay per click. This pricing model allows ad networks to charge advertisers for each click they get from the publisher’s traffic.

On the other hand, CPM is the Cost per 1000 impressions or Cost per 1000 views.

The CPM Ad rates are fixed for example the advertiser may be charged a fixed $5 for 1000 impressions or 1000 views in case of a video.

Let’s look at the most used, most popular and the most effective paid advertising platforms.

Google Ads

Google ads also known as Google Adwords is simply the biggest paid advertising platform online. It’s so big that over millions of individuals and businesses use the platforms as a source of quality traffic.

I won’t be able to say exactly how many customers Google Ads has but it is estimated that about 50% of all global businesses both online and offline use Google Ads for paid advertising.

Also, 80% to 90% of all online businesses globally use Google ads to advertise their business across all sectors and industries.

The good thing is that Google owns Youtube also which is the second largest search engine and Admob which also controls the largest share of mobile Ads.

Here are some interesting statistics about YouTube you should know

It has 2 billion active monthly users, over 30 million active daily users, over 300,000 YouTube TV paying subscribers, More than 5 billion YouTube videos have been shared on various platforms till date.

Over 50 million content creators on YouTube, Average viewing session on YouTube is about 40 minutes. 5 billion videos watched daily, 500 million mobile views per day, 300 hours worth of videos uploaded every minute

It will be fair to say Google Ads should be one of your first choices for paid advertising.

Yahoo/Bing Ads

Yahoo and Bing collaborated to form one big advertising network. Mostly I guess for competitive reasons making them one the of the biggest paid ad networks for online advertisers.

It is also one of the most effective paid advertising platforms due to their large size of audience and targeting options.

This year made Yahoo/Bing Ads added great features given advertisers more targeting options to reach a more precise audience.

They distribute Ads through the Yahoo email system, Yahoo and Bing search engines, and through other various outlets to reach a wider audience.

These are few but very effective paid advertising platforms, Let’s look at some social media platforms used for online advertising.

Paid adverting on Social Media

Social media platforms these days have consistent loyal audience making most of them one of the best paid and free online advertising ad networks for advertisers.

Advertising on social media sites could be one of the best opportunities to grow your small business into a big business.

Let’s discuss some of them.

Facebook Ads

Facebook is no doubt the largest social media platform on earth. It is also one of the most used social media platforms for online advertising.

Facebook has over 2.23 billion active monthly users, 1.8 billion monthly mobile users, 1.45 billion active desktop daily users, 1.57 billion active daily mobile users, Over 250 million Facebook stories daily viewers.

Facebook Advertising Statistics

What makes Facebook one greatest platform for business advertising is the number of people that use the platform all over the world with over two billion users.

Facebook also has an advanced advertising system with one of the best targeting options. Facebook also has an audience insight platform that allows advertisers to design their target audience, save them and use for precise targeting.

Instagram Ads

First, lets look at some statistics about Instagram, It has over 1 billion monthly active users, 500 million+ active daily users, 500 million+ Instagram stories active daily users, Over 50 billion photos, 25 million number of active businesses on Instagram, Over 4.2 billion Instagram likes per day, over 100 million photos and videos shared every day.

Instagram Ads has become very popular and also manage to attract over two million online advertisers. This made Instagram one of the biggest social media platforms for paid advertising.

Instagram for Business

Since Instagram was acquired by Facebook, They scared up the system to become more attractive for advertisers while making it also one of the most used social media platforms today.

On average, people spend more time on Instagram more than any other social media sites today making it a very good paid ad network for businesses.

Twitter Ads

Here are some demographics about Twitter, Over 330 million active users, 500 million tweets daily, 80% use Twitter on their mobile devices, 100 million active users daily.

The above figures present a great opportunity for small businesses to grow their businesses through paid advertising.

Twitter to some people is one of the most effective advertising platforms for businesses. With a large audience and a high level of engagement from its audience.

Twitter allows small businesses to promote their tweets and trends at smaller budgets to allow small businesses to grow and scale up their sizes.

LinkedIn Ads

This is another great platform for paid advertising. As a small business, using your budget to target a specific audience the key.

LinkedIn reported over 630 million active users and about 304 million active monthly users, It has over 30 million companies and about 20 million job listings openings,  100 million job applications on LinkedIn every month.

One of the most important figures of LinkedIn is most digital marketers believe is a great platform to generate leads with 79% of B2B marketers believe is an effective source of generating leads.

LinkedIn paid advertising work best when you are targeting specific professionals. If you are in B2B business, you might consider giving it a try.

It is a very effective ad platform to target a specific audience and increase your outreach.

Pinterest Ads

Pinterest is a super good platform for quality traffic. Many small businesses use Pinterest to promote their products and services.

Here are some Pinterest statistics.

It has over 250 million monthly active users and about 125 monthly users are from the US. Over 175 billion pins, over 3 billion Pinterest boards, about 81% of users are female, about 93% of active pinners said they use Pinterest to plan for purchases and 87% said they’ve purchased something because of Pinterest.

Pinterest offers advertisers the opportunity to promote their Pins which allow users to promote their Pins. Pinterest Ad models are Traffic, Engagement and awareness. Small businesses drive a lot of sales through Pinterest paid ads.

All you need to do is to create a great Pinterest post and promote them to get quality traffic.


Another video and photo App that is used by millions all over the world. Their statistics present a great opportunity for online advertisers.

Here are some of the interesting statistics about SnapChat…

They have over 310 million active monthly users, about 190 million active daily users, 25% of the US population on Snapchat user other social media platforms also, 3 billion Snaps (Videos and photos) are created daily, average time on Snapchat is 30 minutes, average age of users range from 18 to 24 and about 73% in the US. 107 million monthly active users are from Canada and US users and 14 billion Snapchat daily video views.

Best Forums for paid business advertising

Online advertising platforms are not only limited to search engines and popular social media platforms. Other platforms such as forums are great ways to grow your business.

Forums often have a lot of people from all backgrounds spending countless hours on these platforms even more than search engines and social media websites.

I will discuss some of the most important ones below.

Quora Ads

To me, Quora is one of the best forums online today. The platforms have hundreds of thousands of experts and people looking for solutions.

Quora actually has over 100 million active users monthly from all backgrounds. This presents a great opportunity for online businesses to target their audience.

Quora runs all major Ad types such as Image ads both on desktop and mobile ads with various sizes, contextual Ads.

They allow advertisers to use their list matching targeting by uploading emails list of people they want to target.

They also optimize their pixel to support multi-level conversion tracking and behavioural ad targeting options to allow businesses to get the traffic they need to grow their businesses.

Reddit Ads

Reddit is one of the greatest forums used by many businesses to get targeted traffic. With over 330 active users sharing links, images and text post in and contributing in several subreddits.

It’s a wonderful platform for paid and free advertising.

Small businesses that are active on forums often use these platforms for free advertising. On Reddit, they do this by sharing their links, latest blog posts, images and text post.

As a small business, participating in Reddit subreddits leads to followers and many upvotes which help make your post more popular.

Small businesses are encouraged to make use of these platforms to help them grow organically.


Digitalpoint is also a good forum with a massive amount of digital markers. They share their knowledge on various topics mostly related to digital marketing.

DigitalPoint also allows for paid advertising using CPM and emails advertising models. Banner ads are based on a CPM (cost per 1,000 impressions) model.

If your services are related to digital marketing, This is another platform you can consider.


One of the oldest forums online but mostly used by digital marketers too. They also sell their Ad spaces to advertisers willing to buy them.

They run banners and text ads on their platform while allowing participants to share their stories, ask questions and get answers.


Paid advertising work for many businesses and have been proven to be one of the fastest ways to grow businesses online.

Many companies that are considered big today all became big by using their online advertising budgets judicially.

Some of the examples of such companies are Amazon which is the biggest company today and the first company to hit a trillion-dollar worth.

Others include eBay, Microsoft, Alibaba, Yahoo, Google, Wix, Tumblr, and so many other online businesses all benefited massively from paid advertising.

If you are new to online advertising, you would want to make sure your advertising dollars work for you. This will work only if you put your money in the right places.

If you already have tried out paid advertising as a small business, Please share your experiences in the comment session.

Programmatic Advertising -All You Need To Know

Programmatic Advertising -All You Need To Know

Executive summary

In the era of machine learning, many companies have shifted their digital advertising and media buying habits. Many companies are now replacing people with machines when it comes to decision making on buying Ads.

The fact is, most of the newly developed advertising systems are faster, better at making decisions and implementing more accurately than humans.

Digital marketing has embraced these machines in several ways to improve efficiency, save cost, increase growth faster and compete better.

Today we have programmatic advertising which is been widely used in the industry by many companies to grow their outreach attracting new customers all over the world.

It has become so important to the point that almost every marketer is getting to use one or two systems that deliver programmatically media buying solutions.

We notice the importance of these systems and decided to write about it to improve your understanding of these tools and shape your media buying habits for good.

So first let’s start with the definition.

What is Programmatic digital advertising

This is simply an automated way of buying and selling digital display advertising using big data and machine learning systems to make Ad placing decisions, cost of Ads, distribution channels etc.

Programmatic advertising trends

There has been a massive shift in the way companies across Europe and Americal has been buying digital advertising ads since 2016.

Let’s look at the trends for more insights.

According to emarketer, It is estimated that over half of the U.S ad spend will hit $45.72 billion dollars in 2019. This is a massive increase from $17.50 billion in 2016 all in the US advertising market alone.

In major parts of Europe, countries such as Germany and France, Programmatic ad spend has also grown but not as much as the U.S advertising market.

Programmatic Ad spend in the U.K

Despite the uncertainty on Brexit and the implementation of the GDPR, the UK still remains positive when it comes to programmatic ad spend. It is reported that nine out of ten digital display ad pounds will be spent on programmatic advertising.

The UK programmatic ad market is second to the U.S and the largest in Europe with an estimated 6.8 billion pounds in 2020. This shows a significant increase from 2.8 billion pounds in 2016 according to eMarketer.

Programmatic Ad spend in Germany

eMarketer estimated Germany programmatic digital ad display will hit €1.982 billion euros in 2020. This is an increment from €768 million euros in 2016.

Even though programmatic digital display ad spends in Germany dropped a bit in mid-2018 due to the European General Data Protection Regulation (GDPR), Programmatic advertising still accounts for 70% of total digital display Ad in Germany.

The GDPR also does not seems to have a long-term negative impact on programmatic advertising.

Programmatic Ad spend in France

In France, the figures are less but significant. Programmatic digital ad spend in France hit €1.04 billion ($1.18 billion) in 2018. Based on eMarketer predictions, Investment in programmatic digital display ads is estimated to approach €1.22 billion ($1.38 billion).

Here are some of the most asked questions about programmatic advertising

With confusing terms, marketers are confused with what means what, here are some of the answers to the most asked questions

How to do programmatic advertising?

Executing programmatic advertising is simply making the right decisions and allowing Ad networks algorithms to implement the process when needed.

Here is a list of things to consider when setting programmatic Ad Campaign

  1. Identify your target audience using Facebook Audience insight
  2. Target specific audience with about 50k to 60k size
  3. Collect and use your Facebook Pixel data
  4. Allow for automated placing
  5. Allow automated bidding
  6. Do split testing while using different targeting channels
  7. Set your budget, time and period and prefered cost per bid

These above listed can be applied on several platforms to maximize media buying in order to increase advertisers ROI.

How is programmatic different from real-time bidding?

These two advertising terms go hand in hand. Although there is a slight difference in their meaning and often misused by marketers.

Here is what it means…

Real-time bidding simply means a process where bidding of ad inventory is done between online advertisers and sold by publishers using an action model in an online ad exchange.

The bidder with the highest amount wins’ and make the purchase. The bidding process takes few minutes usually one to three seconds.

On the other hand…

Programmatic advertising involves the buying and selling of media by using ad systems to make decisions as regards to ad placement, audience size, devices, cost etc.

What is a Demand Side Platform (DSP)?

A demand-side platform also known as DSP is an advertising system which allows online advertisers to buy and manage multiple digital ad inventories from multiple ad exchange and data exchange accounts using one interface.

Benefits of programmatic advertising

There are many advantages to engage in programmatic media buying and here are some of them.

Programmatic advertising and DSP platforms


Most programmatic media buying systems allow advertisers to manage multiple channels in one system. This saves time, resources, energy allowing them to concentrate and improve efficiency.


In many cases, these programmatic ad technologies are accurate in their targeting making it very beneficial for advertisers.

With the use of real-time data, most campaigns are able to return very high ROI media buyers need.

What are the limitations of programmatic media buying?

Even though there are benefits of programmatic advertising, there are also some negative issues with it.

These disadvantages are as follows…


Advertising fraud has always been a problem with the advertising industry. It kept becoming sophisticated day-by-day. There is so much fraud associated with online advertising and programmatic is not left out.

Because it’s not done in real-time, some publishers have the tendency to cheat by sending bolt traffic to the buyer and claiming it’s real traffic.

Another disadvantage of this is that,…

It costly

Because most programmatic ad campaigns are highly targeted and narrowed down with precision. The Ad Networks charge a bit higher for such targeting when they have the capacity to deliver such Ads.

This is because quality stuff is often expensive and quality traffic is as well expensive.


Too often publishers have the habit of exchanging or redirecting ad to their affiliates which lead to misplacement on the wrong source of media.

Misplacement on wrong media which result in the wrong traffic as it’s shown to wrong audience resulting in a bad reputation for the brand.

Just imagine programming your media buying campaign for an adult site that might end up showing on teenagers game sites. Even though this might sound crazy, unfortunately, it has happened and will continue to happen.

What is programmatic advertising media buying

This simply means using software to purchase online advertising slots from publishers across several platforms. Or you can put it as it is an automated process of buying display advertising.

What does programmatic advertising mean?

Programmatic advertising refers to an automated system that allows advertisers to process online advertising transactions involved in dynamically placing ads on publishers websites or apps. 

It makes it easy to make targeting and pricing decisions, bidding and placing decisions and apportioning cost based on the best scenarios at the moment.

What’s the best programmatic advertising platform?

There are several ad networks that allow marketers to use their programmatic systems for digital media buying and selling campaigns.

These platforms are many and here are the few ones you can trust and work with.

This is simply one of the best and popular retargeting advertising systems known to marketers. The uniqueness of their programmatic ad targeting technology known as BidIQ makes them one of the best targeting platform in the industry.

Programmatic advertising Platform

Since precise targeting requires data, AdRoll focused more on social media such as Facebook and Instagram to make its programmatic ad campaign more effective.

Adobe Marketing Cloud
Adobe automation platform claims to be a Leader in Cross-Channel Campaign Management offering advertisers the best programmatic targeting tools.

Their Ad targeting allows advertisers to automate their advertising campaigns using machine learning tools while giving them access to monitor where their ads are placed and run.

Even though it was launched recently in 2017, the platform is an efficient and effective programmatic advertising platform for digital marketers.

Rubicon Project
Rubicon Project boasts of 900.000 advertisers bid, about 12 trillion bids per month, 5 million bids per second and 500, 000 ads per second shows how massive the programmatic platform is.

Many well-known brands such as eBay, CNN, Google, Spotify, SoundCloud US today sport and many thousands of brands across all industries use Rubicon for media buying to deliver their advertising to their targeted audience.

Known as one of the biggest and effective online advertising tools in the industry.

Google’s DoubleClick gives advertisers the opportunity to buy media and how to optimize them for better campaign results.

It offers publishers also a great opportunity to monitor their campaigns in realtime in order to identify what is performing and what is not so as to eliminate what is not working for optimal result.

This is another great programmatic platform for advertisers using big data from their trusted third-party partners and the advertiser’s data to scale and improve the precision of the media buyers campaign.

Their advertising software allows advertisers to liberate their video ads, display ads, mobile ads, Interstitial Ads with transparency in real-time. The company charge $99 for a monthly subscription with no minimum ad spend.

AdReady is an innovative Solutions for Advertisers, Publishers, and Agencies. Just like other programmatic platforms, AdReady gives advertisers the ability to customize their campaigns to drive the performance that they need for higher advertising ROI.

Its cutting edge technology allows companies to focus on their ROIs rather than benchmarks. They maintain transparency and geared toward client goals, using an optimized media mix to beat KPIs.

Last on this list but not the least is Centro.

A platform used by advertisers to run their digital advertising campaigns across multiple channels.

They have a great platform that integrates not only media buying but also many other media buying, communication tools and analytical tools necessary for your campaign success.

Programmatic advertising

They combine DSP buys, budgets, direct buys and social buys giving advertisers all the tools they need for efficient and effective campaigns.


Digital advertising has been experiencing several changes in the past few years which brought about programmatic advertising. Am not sure what will come on board next for display advertising.

If you have experienced changes in the topic we discussed in this post, it will be great if you can share your experience with us.

Let us know what you think of the post, suggest ways we can improve it and make it more valuable. We ask you to share your expertise in the comment section.

If you are new to the industry or programmatic advertising, please let us know if this post has helped you learn one or two things in the comment section.

What marketers need to know about Digital Video Advertising

What marketers need to know about Digital Video Advertising

Execute summary

Digital video advertising also known as online video advertising has been on the rise in the past 7 years. More and more advertisers are venturing into digital marketing particularly video marketing.

Several studies proved video marketing is one of the most effective advertising methods. However, many digital marketers are still not aware of the opportunities online video advertising present.

Video marketing has always been an important part of marketing. However, it was used mostly in television ads even before the coming of the internet.

Now in the era of internet especially in the last seven years, videos have always been an important part of brand storytelling.

Several brands have used videos to tell their stories while creating brand awareness to capture the attention of their audience and to further convince them to become loyal customers.

Digital video advertising has the potentials to capture the audience’s attention in a creative and intelligent way. This is because videos can easily be understood by viewers within the first few seconds of just looking at them.

Based on the importance of online video advertising, we have analysed, evaluated and list the effective ways for digital video marketing.

Let’s start with the definition

Online video advertising is a form of video marketing which contains video ads sponsored by brands to acquire paid traffic. Which lead to gain more visibility in order to increase sales and profitability.

It has become a trend among all digital brands to use video marketing techniques which include, video advertising to tell their brand stories to a larger and wider audience.

Considering the popularity of this form of video marketing, let’s explore how effective it is to companies.

How effective is video advertising?

Studies show that online video advertising is very effective as compared to any other forms of video advertising. They effective when compared to television video ads and other types of digital advertising.

To support the above paragraph, In a recent study, marketingland claims that about 72% of advertising agencies believe video advertising is more effective than television Ads.

Cheap Banner advertising
Cheap online advertising

This is because many video ad campaigns show that over 71% of the viewers take some sort of action after viewing the video.

They either visit the advertiser’s site, subscribe to their newsletter, make some enquiry, sign up for their services, purchase their products or services etc.

Digital video advertising results in more leads for businesses and increased conversions which makes it a very effective type of digital marketing.

Another important feature of video advertising is, it involves audio and visual elements that use various effects which are appealing to the viewer. This makes it easy for companies to tell the story of their products and services in a creative way.

Digital video advertising trends

Here is what marketers need to know about video advertising progress. Trends makes it very easy for digital marketers to understand what’s going on and help them make more informed decisions about digital marketing campaigns.

Video advertising generally has been growing in all spheres especially in the last four years. It is believed that the U.S. market alone will spend over $36 billion on online video advertising this year.

Interestingly, these $36 billion will be committed in advance for video advertising. Also, The U.S advertisers will spend $29.24 billion on programmatic video advertising this year alone, this will account for 49.2% of the entire U.S programmatic display spend.

The trend on the video viewers online has also increased to over 63 million people viewing videos online with their various devices. This is a massive increment compared to the 18 million in 2013 based on the figures from the Interactive Advertising Bureau (IAB).

Another survey involving 650 media and technology companies in New York also confirms that about 60% of their advertising budgets are reserved for digital video advertising.

Also, As mobile subscribers consumptions of video ads grow more and more, brands are also shifting more of their budgets on mobile advertising.

In summary, online video advertising will continue to rise and become more relevant among other advertising methods.

It is estimated that other ad formats such as television, banner ads, text ads, interstitial Ads and push notification ads etc will rally behind video advertising.

Digital marketers need to take video advertising seriously in order to be more successful with their digital marketing campaigns.

Who Dominates Digital Video Advertising?

The entire digital advertising is dominated by Google and Facebook. There is no doubt these two ad giants take the largest market share of the Ad revenue and also control much of what consumers are given access to see.

In the U.K alone, both Google and Facebook take an estimated 63.3% market share of digital advertising. At the same time, they both keep a market share of 59.3% in the U.S.

Google and Facebook Ad Share

These same figures are estimated to be on the rise in the U.K hovering around 64.7 in 2021 and 54.7 in the U.S in the same 2021 according to eMarketer.

See the chart below.

Digital advertising share of Google and Facebook in UK and US

Other dominant players in paid digital video advertising are Amazon, Instagram, SnapChat and Twitter. Which are also predicted to compete and take a share of the present Google and Facebook dominated market.

There estimated share is as follows: Snapchat (0.7%) and Twitter ads (1.4%) will catch small shares below 2% of the UK digital advertising market this year.

However, SnapChats growth is expected to be bigger reaching £100.1 million in advertising revenues which will account for 0.9% of the UK mobile advertising market.

Meanwhile, Instagram is set to increase almost 52% in 2019 to reach £984.0 million accounting for 6.7% of the UK digital market and 9.5% of the mobile market.

The share of smaller other ad networks is not included here due to their small size of the market. of course, there is an alternative ad network that allows advertisers to place all ad types just like Google did which is AdsTargets.

However, these smaller ad networks are growing and have started sharing some percentage of the ad revenue in major participating countries.

Mobile and digital video ads

It might interest you to know that over 66.53% of the world population has access to mobile phone.

Statistics show that the number of mobile subscribers is even more than the entire population which amounts to over a billion mobile subscribers than the actual world population.

World mobile connections vs world population

Mobile devices have shaped the way we all look at online advertising specifically mobile video advertising.

Since 2015 when mobile search request surpassed desktop, mobile became a very important part of digital advertising.

It seems the number of mobile users has always been on the rise in the past six years. More and more people get access to smartphones across the globe which presents great marketing advantage.

One of the biggest advantages of these increase in mobile users is that they seem to spend a lot of time on social media. These present marketers with a chance to target their audience.

With the use of various social media platforms and advertising tools, Ad networks such as Google Ads and Facebook Ads presents various targeting ways.

It has become easier for digital marketers to target their prospective customers for better success rates using digital video advertising tactics.

To achieve a high success rate for your online video campaigns, see the following tips for better video advertising.

Online Video advertising Best practices

Haven’t gone through the trends and data of the online advertising, lets me take you through the best practices that will lead to successful video ads campaign online.

Mobile Display Fit

Make sure your videos are optimised for mobile so they can fit all mobile sizes.

It is important to check and make sure your digital video advertising campaign displays very well.

This will make users of various smartphones, tablets and other smart devices can access and view your video easily.

Mind the length of your video

The length of your video is very important to your viewers. This is because long videos will simply discourage them to view the video until the end.

understand this should make you create a short video with all the necessary information you need to tell your audience.

Therefore, keep your videos meant for digital video advertising short, precise and simple to convey the message.

Have a clear call to action

Do not forget that your audience wont take the right action after watching your video. This means you have to create a clear call to action plan when creating your video.

You might choose to tell them to signup, register, visit your site for more information. Whichever CTA you choose to use, make sure it is mentioned in the video either in the form of text or audio.

Optimise for social media platforms

Since social media websites have different requirements for the size and length of the required digital video advertising.

It is highly advisable to make sure your video Ad fit each social platform size and length and other necessary requirements for greater performance.

All social media platforms have their specification for various ad and video advertising requirement.

Here are some specific video advertising requirements for Facebook, Instagram, Twitter, YouTube, SnapChat, LinkedIn and Pinterest

PlatformLandscapePortraitVideo LengthSize
Facebook1080 x 10801080 x 1080Max 30 seconds or less 2.3GB
Instagram1080 x 19201080 x 1920Max 15 seconds or less4GB
Twitter1280 x 720640 x 640Max 140 seconds or less512MB
YouTube1920 x 10801920 x 1080Max 30 seconds or less10GB
SnapChat1080 x 19201080 x 1920Max 15 seconds or less1GB
LinkedIn1280 x 7201280 x 720Max 15 seconds or less1GB
Pinterest600 x 600640 x 640Max 30 seconds or less2GB

There are more specific details such as accepted video format such as max size and duration. Others include various types of video sizes on different platforms, aspect ratio and many more which will be covered in the next post.

In the meantime, you can visit SproutSocial for all the required video attributes on all digital video advertising platforms.

Maximise the first three seconds

The first three seconds of you have the ability to convince the viewer to watch your video until the end.

This means the first three seconds of your video should contain the most attractive part of your message.

Convince your audience that your video worth their time and will be valuable to them.

This can be done by using very curious words or actions that will interest them to watch until the end.

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Make money blogging

By doing so, you will then present them with the main message of your products and services or even your entire brand story. It should be concise as much as possible.

Brand Constituency

Logos, brand colours and slogans are a very important part of the branding and should always be used in your videos. This improves your visibility and gives your audience a sense of recognition.

By presenting your brand identity, you help your target audience remember your business and also recognise your brand anytime they see your brand features anywhere.

Most large brands such as Apple, Amazone, McDonald’s are all known by their logos and colours. So it is vital you remember to include your logos at least in your mobile video ads to keep your brand alive.


Digital marketing has evolved so much in the last seven years and digital marketers also need to evolve in their thinking. There is so much to gain in digital video advertising nowadays.

The issue is, how digital marketers are able to utilise their resources and talent to gain from their video campaigns. Video marketing will continue to be on the rise as more and more as the number of mobile subscribers continues to grow.

subsequently, social media platforms are also part of the equation as more mobile subscribers spend more time looking at their feeds. marketers need to take advantage of these presented opportunities and make the best they can out of digital video advertising and social media and mobile users.

conclusively, if you have been in the online advertising business for long, please let us know what you think about this post. suggest ways we can improve it by either adding to the post of letting us know what we can remove or add to the post.

If you are new to digital video advertising,…

we encourage you to use this post and several others on our blog to learn all you need to know about digital advertising.

How to Increase Brand awereness with Mobile Video Advertising

How to Increase Brand awereness with Mobile Video Advertising

Executive Summary

Mobile video advertising is one of the best ways to increase your brand visibility online. Even though there are several ways to advertise your brand, products and services, there are recent methods that prove to be more effective than others.

With the number of smartphone users predicted to reach about four billion users in 2021, there is a high correlation with the massive increase in numbers of mobile Ads.

Estimates show that mobile Ads in the US alone will hit twenty-five billion in 2022 according to emarketer.

With the above figures, you can be assured that Mobile video advertising has potentials to take your brand to the next level given the massive number of active smartphone users.

Cheap Banner advertising
Cheap online advertising

Apart from the potentials video marketing present to marketers, it is a well-established fact that videos can be understood faster and easier by the audience.

Even a micro-video up to ten seconds is able to tell a brand story in a way a wider audience will be able to understand faster and better than any other form of digital content.

With these great opportunities given to digital marketers, how can they make good use of mobile videos to increase brand visibility which will extend to an increase in sales, revenue and profit.

Read till the end to learn all you need to know about mobile video advertising and the best tips for effective video advertising.

First things first, let look at the definition of mobile video marketing.

What is Mobile Video Advertising?

Mobile video advertising is a form of digital advertising that is displayed in the form of videos on mobile devices such as smartphones and tablets that mostly use wireless connections.

Due to the nature of these devices, they typically have smaller screens than other traditional electronic devices used for digital marketing such as laptops and desktop computers, these form of advertising is designed to display on mobile screen sizes.

Also, the portable nature of these devices makes it easier for marketers to target their audience anytime and anywhere as these mobile devices are always carried along with their users.

The earlier digital marketers understand the importance of mobile video advertising, the better for their video advertising campaigns.

That being said, Let’s look at the formats used in mobile video advertising.

Formats Used in Mobile Video Advertising

Just like every other type of digital advertising, this type of digital advertising also has specific formats used by marketers.

Let’s look into them…

  • Mobile App Interactive pre-roll: These are types of mobile video ads that are shown in Apps before the user is given access to use the Apps. These types of mobile videos Ads are usually six seconds or less.
  • Mobile Web and App Standard Pre-Roll: These mobile video Ads are shown in mobile devices through web browsers and mobile Apps. They usually show before the content is displayed.
  • Tablet Web Tap-to-Play Medium Rectangle 300×250: Similar to the above-explained Ad format but usually different in size and are shown in full screen and sound only when the user taps the video on the mobile device or mobile web browsers and only seen on tablets.
  • Smartphone App Tap-to-Play Banner 320×50: These are animated banner mobile Ads shown on smartphones when the user interacts with the Apps. These Ads are shown mostly in App games during the user interactions.

Above described types of mobile video Ads and other forms of mobile Ads mostly used by digital marketers to run mobile Ad campaigns.

Benefits of Mobile Video Advertising Campaigns

After understanding what is mobile video Advertising and its Ad formats, let’s look at the benefits that comes with it.

  • Reach highly engaged content viewers: With mobile advertising regardless of all the mobile devices, you stand a chance of getting your audience to engage in with your content and take actions which enhance your visibility.
  • Expand reach: With video advertising campaigns, marketers can expand their reach by reaching more mobile users aside other various campaigns on desktops and other formats of advertising given brands more visibility online.
  • Drive up to a 3x viewer engagement: Because videos are easily understood by viewers than other types of digital content, your audience is more likely to watch your videos and get engaged or take the right action leading to increase in brand visibility.
  • Deliver highly viewable mobile video ads with full-screen executions: Another great feature of this Ad format is that it gives the marketer the opportunity to optimize for full-screen in order to capture their audience attention.

As stated earlier at the beginning of the post, Video advertising and video marketing is growing at a high speed and will continue to grow as the number of mobile subscribers keep growing. Therefore, the benefits are endless.

Mobile Video Advertising on Social Media

Mobile and social media is a match made from heavens. Both platforms are revolutionary and necessary tools for digital marketing and most importantly, they both go hand in hand.

With more people spending countless hours on social media platforms using their mobile devices. It has become a must-do, I mean video mobile advertising and to a larger extent video marketing on social media.

Mobile advertising on social media

Social media giants such as Facebook, Instagram, LinkedIn, Twitter and SnapChat are constantly filled with video contents in users feeds. Mobile video advertising on these platforms has also seen a tremendous increment in the last few years.

It is believed that mobile advertisement constitutes more than 70% of Facebook revenue while Instagram mobile advertising is almost 100% as it’s mostly used on mobile devices.

In 2018, mobile video ad spending quadrupled to a whopping $6 billion and is believed to grow even more in the coming years and all credit to social media.

Hence, let’s look at the most used social media platforms for mobile advertising.

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Make money blogging


Facebook is the biggest and most popular social media platform. This means advertising on Facebook gives you a big opportunity to reach a wider audience.

Facebook has the largest number of active users all over the world and boasts of having the most diverse audience. This means you will surely get your customers on Facebook.

Apart from that, Facebook gives advertisers the opportunity to target their audience using the standard mobile video ads which are shown like other forms of Facebook Ads in user feeds.

Facebook has a fantastic App installation Ad drive which allows advertisers to advertise their Apps in other to increase their downloads and exposure.

Facebook Premium mobile advertising, on the other hand, are mobile video Ads that start showing automatically in silent mode but when tapped, it enlarges to full-screen mobile Ads with sounds.

With Facebook Ads, digital marketers or brands can target audience based on their demographics, location, behaviours, interests, and connections.

Advertisers can also use auto-play video ad format, multi-image carousel ads and dynamic products ads to reach a targeted audience. 

Facebook charge advertisers based on Cost Per Click (PPC). That means campaign that are PPC charge advertisers only when people click on those ads.


Twitter is another great social media platform that has always encourage mobile-first concept.

With over 800 million active users monthly, Twitter presents a good opportunity for digital marketers to grow their businesses.

Mobile video advertising on twitter is done in several ways to target the right audience. It allows users to upload their videos and promote them to inform of pre-roll or mid-roll ads.

Twitter videos ads are auto-play and also allow for direct App installs.

Just like any other Ad network, Twitter also allows advertisers to target their audience based on their demographics, location, behaviour and interest.

Twitter uses a Cost per view (CPM) pricing model to charge its customers. This means you will be charged only when someone views your mobile video Ads on.


This is one of the biggest mobile advertising platforms nowadays. Instagram does have over a billion active monthly users. All these users feed are always field with video contents.

It has also become the most engaged and active social media platform.

Analyst believes viewers of video ads Instagram are 75% more likely to take action either by visiting your website, converting or buying your goods or services.

The beauty of advertising on Instagram is that It is integrated with Facebook which means advertisers are able to use the same Facebook data for targeting their audience.

Mobile video advertising on Instagram is believed to be very effective as more than 75% of the viewers take action. They either purchase or product or services, convert or visit your website.

Also, over 37% of adult Americans are said to be active Instagram users which also present targeting opportunities for advertisers.

When it comes to the cost of advertising on Instagram Ads, It varies based on certain factors. However, the average cost of Instagram mobile Ads ranges from $0.25 to $0.75.

Your Ads could cost less or even more the average cost depending on several factors. It is worth trying mobile video ads on Instagram as it offers a lot of opportunities for brands and businesses.


YouTube is simply the biggest video content platform online. Also, YouTube is also the second-largest search engine with over a billion active users every month.

YouTube has several ad types such as InStream Video Ads, Mobile Roadblock, and Brand Channel. All these Ad types are designed to target audience precisely using the Google Ads platform.

The beauty of YouTube is that it’s own by Google and is all managed by Google Ad platform with a lot of features allowing advertisers to target their audience using their demographics, interests, behaviour, industry, keywords, topics, devices etc.

YouTube also offers mobile and desktop InStream Ads which allows advertisers to target specific devices and Apps. Brands use these InStream Ads and Brand channels in promoting their products and services to target their desired audience.

Another plus using YouTube mobile Ads is the management and adjustment platform in the Google ads which allows for daily analysis of Ad ad performance and improvement for better results.

YouTube also allows digital marketers to target their audience using keywords, Topics, demographics, industry, sector, devices, locations, ad extensions etc.

Since YouTube is the biggest video content platform, It worth giving it a try for brand exposure and growth.

Tips for Successful Mobile Video Advertising

Since mobile has become more important than desktop in several regions, it is very important to pay attention to mobile advertising.

With over two billion mobile subscribers in the world, there is every reason to take into account the potentials these figures present to digital marketers.

Mobile users often spend their time on various social media platforms on a daily bases interacting with contents field in their feeds.

It is very important for digital marketers to make good use of this great opportunity by engaging their audience through mobile devices.

Even though there is no specific way to win in mobile video advertising, there are several tips that enable one to get better ROI in mobile video ads and here are few of them.

Optimise For Size and Length

Video marketing on mobile devices needs to be as light as possible to enable them to load faster and better on all mobile devices. This is achieved by making sure the video is short in length and the file size is not heavy.

This will enable the video load faster even with low bandwidth connection. It is advisable that your mobile video should be 15 seconds or less and crafted to load faster and fine on smartphones.

Ensure the quality of the video is not lost while making your brand story is well communicated.

Offer Value for Your Audience

The goal of your mobile video campaign is to get more conversions and sell more products or services.

It is common knowledge but that does not mean putting only that in your video. I mean your product and services and then call to action.

Often times you need to offer great value in your video Ads so people can relate with your content, share it and remember it.

Providing value here entails creating quality videos that educate, entertain and possibly inspire your audience. These are the types of videos that are shared more and probably gain more attention.

It is always good to have a video strategy that will capture the hearts of your audience and make them remember your video and come back to visit your website or take other actions that will increase sales and profit.

Example of such video is the Starbucks video shown below.

Maintain Brand Consistency in Your mobile Videos

Many marketers often forget that branding is required in their video Ads. Because their focus is to capture the attention of their audience, they forget to include brand attributes such as Logos, brand colours, fonts style and voice tune.

These attribute keep brand identity alive and visual identity alive.

As you craft your video as a marketer, you need to make sure your brand attributes are present in some form no matter what. It can be in the beginning, middle or at the end but make sure it appears.

By communicating your brand identity, you help your target audience remember your business and also recognise your brand anytime they see your brand features anywhere.

Most large brands such as Apple, Amazone, McDonald’s are all known by their logos and colours. So it is vital you remember to include your logos at least in your mobile video ads to keep your brand alive.

See the example video below

Craft quality mobile videos that make sense even without voice

Social media like Facebook, Instagram and Twitter have autoplay enabled on mobile devices. This means your videos automatically start playing before your target audience will tap on it before the sound will start playing.

Normally when these videos are tapped, they display on full-screen and then start playing sounds also. The fact is, the majority of viewers will not enable sounds on their mobile devices.

This means you have a short time to capture your audience’s attention and send a message within the first few seconds before they will scroll down and leave your mobile video.

One of the perfect ways you can send a message through your video without sound is to use captions in your videos. Captions or Text are simply a great way of delivering your message.

You should also understand that using Text or captions too much will be bad for your mobile video. Therefore, keep things clean and simple for better mobile video marketing.

Have a clear call to action (CTA)

Even if you manage to create a great video for your mobile ad, if you are not able to add a clear call to action, you won’t be able to get your audience to take action.

One of the most important things to do in your videos generally is to be specific on what action you want your audience to take after watching your video.

There is a reason CTAs are called call to action. It could be asking your audience to click on a button such as “Learn more”, “Sign-Up”, “Download your ebook” or “Subscribe” etc.

Without a clear call to action, your mobile campaign will fail to produce the desired result.

Here are the best places you can place your CTAs

  • Pre-roll CTA: Place your CTA before the video starts so that the viewer sees it even if they don’t watch the whole video.
  • Mid-roll CTA: Here place this anywhere between the beginning and the end so that viewers see it in a moment when they are most engaged with your mobile video.
  • Post-roll CTA: Put this at the end of the video when the viewer is most interested and, since they’ve watched the entire video, they may be more likely to buy your products or services.

My advice would be using the Mid-roll CTAs as a study shows they convert better.

video CTA conversion rates

Optimise For All Social Media Platforms

Since most people access social media platforms using various mobile devices, It will be beneficial if you take your time to review your mobile video before you post it on all social media platforms

See the image below for the right dimensions for each social media platform.

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Mobile video advertising and marketing has become one of the most important ways to engage your audience. Hence, it is very important for digital marketers to know the most effective ways to get their audience to take actions leading to conversion, purchase or subscription.

It is important for marketers to know what works best for specific brands and when exactly to implement it. understanding what your audience need will help you achieve your mobile video advertising better.

Make sure you know which platforms your audience is spending more of their time so you will be able to target them better.

If you have been in the practice of video advertising, please do not hesitate to share your audience in the comment section to help if improve this post. Also, if you have any doubts, please do not hesitate to ask your questions below in the comment section.

Best Guide To Video Advertising For Digital Marketing

Best Guide To Video Advertising For Digital Marketing

Video advertising is one of the most popular forms of online display advertising. We have seen a massive increase in video advertising in the last years.

More brands have realised the benefits of getting into this type of display advertising.  

Videos generally have great potentials for brands in various ways. It helps brands tell a story about their business in a visual form helping their audience to easily understand what the brand represents. 

The good thing with video advertising is that it works for all businesses across the board whether is B2B, B2C, SMB, Enterprise, High-Tech or analogue products.

Video has become an important part of internet browsing as more brands recorded high engagement on video display platforms such as YouTube, Instagram, Facebook and Snapchat to mention just a few.

In the last year alone, expats estimated over 7 billion US dollars was spent on Video Ads alone while Cisco estimated that 80%  of all internet traffic by 2019 will come from video content and global video traffic will increase threefold from 2016 to 2021.Due to these high expectations and importance of video marketing/video advertising, it is important all digital marketers have a clear understanding of video advertising and video marketing.

The good thing with video advertising is that it works for all businesses across the board whether is B2B, B2C, SMB, Enterprise, High-Tech or analogue products.

Video has become an important part of internet browsing as more brands recorded high engagement on video display platforms such as YouTube, Instagram, Facebook and Snapchat to mention just a few. 

In the last year alone, expats estimated over 7 billion US dollars was spent on Video Ads alone while Cisco estimated that 80%  of all internet traffic by 2019 will come from video content and global video traffic will increase threefold from 2016 to 2021.

Due to these high expectations and importance of video marketing/video advertising, it is important all digital marketers have a clear understanding of video advertising and video marketing.

So let’s jump into….

What is Video advertising?

Video advertising generally comprises of display Advertisements that contain video Ads in them which are shown in the beginning, during the video, at the end of the video or after the video stream online.

These advertising units are also known as pre-roll, mid-roll, and post-roll advertising units which comes with the online streaming videos just the television Ads but normally shorter than the Ads in the TV programs.

It is a common knowledge that Video Ads are now shown on almost all streaming services including social media platforms such as Facebook, Instagram, YouTube and Snapchat among others.

Video Ad format

Video Ads comes in various formats. However, according the Interactive Advertising Bureau (IAB) guidelines, there are three main types of video ad formats which are namely:

  • Linear Video Ads: These type of video ads are similar to the above-described video ads that are shown before the video, during or after the video is streamed on the internet by a user. Similar to this type of video ads are the commercials seen on the TVs before, during or after the TV program is watched by the audience.
  • Non-Linear Video Ads: these ads run concurrently with the video content so the users see the ad while viewing the content.
  • Companion Video Ads: commonly text, display ads, rich media, or skins that wrap around the video experience.

These video Ads formats are the most used in both TV Ads and on the internet. The most used on major platforms such as YouTube and Facebook are the Linear video Ads.

Video Advertising Platforms for brands?

Even though there are numerous video advertising platforms also know as Ad Networks out there, there are some that are more effective and popular among digital marketers due to their scale, efficiency and effectiveness.

Below are the most used Video advertising platforms

Google Ads and YouTube Ads

There is no doubt Google ads is the most biggest display advertising platform in the market. Although platforms such as Facebook/Instagram video Ads are scaling up but still far behind Google Ads.

The display Ad section of Google Ads is what marketers use to place video Ads on YouTube and other Google Video advertising platforms.

The good thing about using Google video Ads platforms such as YouTube is that YouTube single-handedly is the second largest search in the world with over five billion videos viewed everyday and over 1.5 billion active users every month.

You can agree that YouTube as part of Google display Ads has a lot of potentials your business can benefit from.

Apart from video advertising on YouTube, It is one of the best platforms for video marketing.

Also, when it comes to targeting your audience, Google display Ads gives you the best options for reaching your audience. Hence, we advise you to give YouTube a trial for video Ads.

YouTube Ads are very important when it comes to video advertising. Even though it’s under Google Ads, It is important to elaborate more on YouTube Ads to enable marketers to understand the most important types of Ads that produce more effective results

There are two automatic YouTube Ads that are designed to grab the attention of your audience which is namely, TrueView Ads are usually played before a video. Bumper Ads are too, but these Ad types are designed to last for only 6 seconds and they can’t be skipped.

To improve your ROI on those Ads, You can also run Discovery Ads to improve the reach of your video, but this helps you show up in the search results.

Another valuable feature of YouTube Ads is the analytical system which gives marketers the opportunity to analyse their advertising reports periodically and adjust their Ads in order to achieve better results.

By adjusting your Ads, You are also able to cut down the cost of advertising and prevent your Ads from showing to unwanted audience and places to increase advertising ROI.

With these analytical tools, you will be able to understand what is working and what is not working so you can adjust your Video Ads to target the right people and save cost of advertising.

Facebook and Instagram Ads

Facebook and Instagram video Ads are integrated under one system, hence, we will be treating them together as one Video Ad system.

Both Facebook and Instagram Ads are displayed within the users feeds. Within these feeds, advertisers are allowed to show story video Ads in both platforms in order to reach their target audience.

These video Ads are allowed to be 15 seconds or less and also are full-screen mobile experience designed to increase audience engagement.

In recent times, Facebook launched Video Ads which are shown within publishers video content mostly in the middle of the video contents from various publishers.

In addition, Facebook places video ads in audience network placements such as mobile Apps and blogs that match their targeting criteria in order to increase targeting.

How to use Video Ads to spur engagement online

One of the recent trading video Ads are mostly the short or micro video Ads that are less than 10 second but highly engaging and designed to leave a massive impression on viewers.

These Video Ads have created several challenges for the traditional 30 seconds video Ads usually used in the television Ads.

In several studies, these video Ads have proven to be more effective than other longer video Ads formats.

The brain behind these winning micro videos is the fact that digital marketing these days takes more than one interactions before customers are converted or convinced to buy.

It’s a curated process that comes with stages and techniques to completely win the customer’s heart.

Using micro videos does not give you all the privilege to say everything about your goods or services which means, you just have to target on saying the most attractive and interesting stuff about your business to lead your audience to find out more about your products or services through other channels like content marketing, emails and lead capturing.

Since most people engage with your content on silent mode, It is advisable to make sure your micro videos are able to engage with your audience even when their audio is turn off.

Using micro videos for advertising should not completely stop you from crafting 30 seconds of videos. Make sure you leverage the power of both 30 seconds of videos and 6 second micro videos for successful video advertising and marketing.

Social Media and Video Advertising

Social media users have become accustomed to videos being filled in their feeds especially on Facebook, Instagram and Snapchat. These auto-playing videos are created by various marketers and publishers.

Video marketing on social media has become very popular due to its effectiveness. people from all works of life tend to spend time on social media scrolling through tons of text and video contents.

This gives digital marketers the opportunity to dominate their specific markets by creating videos that match their audience interests as well as video Ads that could grab their attention easily.

Facebook specifically is a great tool for video marketing. Billions of users scroll through their feeds watching tons of videos each minutes making Facebook one of the most popular social media platform.

Creating story telling videos that helps tell your business story in an attractive manner will obviously take your brand to the next level.

Best Practices for Video advertising

When it comes to video advertising, the advertiser needs to understand that, every brand and business is different, therefore, originality and creativity will play a vital role in the video making process.

An understanding of who the target audience will be very important as well as it will help in crafting the required video.

Here are some few step-by-step guides for improving your video advertising results.

Make the first few second count

The first three seconds of your video is very important and should be used to grab the attention of your audience.

Give them a reason to stick with the video until the end. Make them curious and motivated to hear the rest of your story.

See the Dove video below did a great job of capturing their audience attention from the first three seconds and keeping them till the end of the video

You have to understand that those first three seconds are also been counted and charged by the advertising agencies and counted for as well.

In essence, make sure whatever you are going to say or show in the first three seconds has the capacity to keep your audience engaged till the end.

Optimise Your Video For Mobile

Since mobile traffic surpassed desktop traffic in 2015, mobile has become a very important part of digital marketing. Hence, it is important to keep this in mind when creating videos for advertising or digital marketing purposes.

Because of the massive traffic coming from mobile users, it is important to keep your videos short, informative and attractive so you don’t lose the mobile traffic.

You can as well include a lot of vertical content in your video and also make sure it appears full-screen in your mobile viewers screens.

Use Storytelling Videos

Story telling videos have a strong emotional attachment to them. They are probably the best means of emotionally engaging your audience.

These video leave lasting impressions on viewers. They are designed to make viewers remember your story even after a long time watching your video.

Using storytelling videos is a way of interrupting online audience and it is important to make sure they remember your story even after they leave the platform and get back at what they usually do so they can come back again to visit your webpages.

Use Call to actions (CTAs)

For every video campaign you run or create, One thing you can’t afford to miss is using the right CTAs to drive your audience to take the right action.

Your video campaign will only be valuable if you drive viewers to take the necessary step(s) to either converting or making a purchase or rather visiting your website for a specific action.

It only makes using the right CTA at the end of the video to tell your potential customers what step to take next and be specific about it.

See the example of the right CTA in the video below:

In summery here, use the right CTA that suits your campaign.

Use Closed Captions

Using closed captions may help do your video advertising campaign a lot of good.

It turns out not many online viewers use sounds to watch videos especially Platforms such as Facebook and Instagram.

Also people with hearing disabilities could easily understand your video with closed captions. Make sure your closed captions are well framed with the right worlds.


Video marketing and Video advertising has become a very important part of digital marketing and will continue to be impactful for a long time.

If you have not taken the necessary steps to boost your video marketing and advertising, the time is now.

The manner in which videos are consumed is also evolving as people watch videos online in several ways with several devices, you have to keep in mind video advertising is key to growing your business especially now that the number of internet users is increasing day by day.

I would like to ask you guys to share your experiences with video advertising and video marketing in general so we can continue to update this post to help others improve their video marketing skills.

Guide to understanding Cost per click advertising

Guide to understanding Cost per click advertising

Cost per click advertising is also popularly known as (CPC) or as others refer to it as Pay per click (PPC) is one of the most popular ways online businesses and digital marketers use for calculating the cost of clicks acquired through PPC advertising.It sounds very easy looking at the above description, however, there is more to it than just a form of advertising.

In recent years, Pay per click advertising to become more complex and competitive which means, online marketers need to optimise their game to rank their Ads.

It takes a combination of various inputs and factors to actually profit from Pay per click advertising while dramatically lowering the cost per click on campaigns.

Several digital marketers struggle to get their CPC to earn high ROI on their campaigns. The solutions to this are understanding how the cost per click works.

In this blog post, we are going to explain Cost Per Click advertising thoroughly including all the strategies you need to implement and manage a successful CPC or PPC campaign.

What is Cost Per Click Advertising?

Cost per click (CPC) also known as Pay per click (PPC). In a layman’s language, simply means the actual amount of money you pay per click when running an advertising campaign.

What is Cost Per click?: The actual amount of money you pay per click when running an advertising campaign.

The actual cost of every click is what it refers to as CPC. Some digital marketing experts actually refer to cost per click as the cost assigned to each keyword by search engines such as Google.

Cost per click

CPC Ad Group

The truth is, If that’s true, no one will be able to pay for Google PPC campaigns. Even though there are more important factors to pay attention to when running a Cost per click campaign, however, it is still very important to understand how cost per click works especially in Google Ads.

How does Cost Per Click works?

Cost per click is just one among many other metrics CPC platforms such as Facebook, Google Ads and Bing use to evaluate PPC campaign performance.

The most popular CPC advertising platform is Google Ads also known as Google Adwords which this article is mostly centred at.

This is because has created a reputable system that delivers what the customer want’s to see.

Google has developed into a monstrous Advertising platform because it shows most updated, relevant search results to people all over the world.

It is estimated that Google process about 3.5 billion search queries every day. In my opinion, As of today, Google process over 5 billion search queries every day.

Each of these 5 billion queries returns results based on the most relevant keywords. This is how auction Ads are also determined to display alongside those search results.

How is Cost Per Click Calculated

Most ad networks display the average cost per click on various keywords. This does not reflect the actual CPC your Ads will be paying for but rather to show you an average cost per click of those keywords.

In particular, Google Ads calculate your CPC by using two variables or factors if you like which are usually your closest competitor AdRank and Your Quality Score.

The formula for this is… Competitors AdRank is divided by your quality score plus .01 which gives you the actual CPC rate. See image below.

Cost per click
Google Ads Cost per click formula

As an advertiser, creating quality Ads should be one of your top priorities. This is because it helps you outrank even your competitors who have higher bids.

Google Ads consider several factors for ranking Ads which are Max bid, Competitor Ad Rank and your quality score all play significant roles in determining your CPC rates.

Cost per click
Google Ads auction ranking (Image credit: TryAdhawk)

How to improve your CPC rate and maintain high-quality score

After having an understanding of how CPC Ad work plus how CPC auction is calculated, Let’s see how you get cheaper CPC rates while maintaining a high-quality score.

It is extremely important for advertisers to maintain a high-quality score as it comes with several benefits. There are a couple of things which I will describe as a process since it’s not a one-time thing. Cost Per Click Ads requires constant optimisation.

This is what this section is all about. Please follow the stages as explained below in order to get a high-quality score and maintain it.

1. Add relevant Keywords to your Ads Headlines

Keywords are really important factors when it comes to ranking in search engines. The same way you use keywords in your content to tell search engines what your content is actually about, the same process is replicated to Google Ads.

Make money blogging

Make money blogging

When creating Ads, Using your most relevant keywords in your Ads headlines and in the description tell Google exactly the types of audience you wish to target.

This helps improve the quality score of your Ads overtime as you maintain high Click through rate (CTR).

Also, as some experts suggest, do some research on your competitor’s Ads and see the keywords they are using in order to have an idea of the kind of keywords they are using and use those as well.

Doing so will give you a competitive advantage over many of your other competitors.

2. Make a good landing Page

Consistency matters a lot when it comes to online advertising. The final destination URL placed in your Ads should have reliable, easy to understand and action buttons well placed.

The message on the ads should be consistent with what the Ads portray on your landing page or website. The advantage of this is that it leads your visitors to stay more on the page and take necessary actions such as signing up or making purchases.

The more time your visitors stay on your landing page, the better relevance and quality score your Ads will gain.

So in summary, make sure your PPC advertising message align with what you have on your landing page.

3. Group Your Ads into Smaller Targeted Ad Groups

In 2018, Google added great features that allow advertisers to group Ads based on keyword making targeting more precise.

This feature helps advertisers have a better understanding of which Ad groups based on those keywords that are performing well and the Ad groups that are not. 

See the example of Ad group in the image below

Cost per click
Google Ads Group

The data derived from each of the Ad groups makes it easier for advertisers to make decisions optimising their Ads.

It presents you the information required to pause or stop some Ads and spend more on the Ads that are performing better.

4. Add Negative Keywords

Negative keywords are extremely important for saving your Ad budget and optimising your Ad quality score which will lead to a better average cost per click.

Using negative keywords tells Google Ads platform to avoid showing your Ads when queries that contain those negative keywords are entered into the Google search bar.

The impact of this is powerful help get your Ads shown only when the right keywords matching your Ads are entered.

This makes you get more engagement based on CTR as they appear only on the specified keywords raising your overall quality score.

5. Create Targeted Ad Extensions

Google Ad extensions are designed to make your Ads more relevant and engaging. It simply gives visitors more reasons to click on your Ads while positively impacting your Ad Rank.

There are a lot of Ad extensions we can create manually such as site-links, Locations, Call-Out, Calls, messages, Sign-ups, App, Review, price, structures snippets, affiliate locations etc.

PPC Ad Google Ad Extensions

Google Ad extension has potentials to increase conversions and sales in many cases. In the end, they impact your overall Ad quality score.

6. Create Google Ads Conversion tracker

Conversion tracker is another great decision-making tool advertisers need to take advantage of it.

Conversion tracker can be easily installed through your Google Tag manager or direct installation of the code on your website or specific landing pages.

Cost per click

Cost per click advertising

Sitelink Ad Extension

Cost per click

CPC Advertising Ad extension

Callout Ad extension
Structured snippet Ad extension

The least it does is to collect data about the actions of your visitors such as Sign-ups / registration, Purchases, calls etc.

This data is then used by Google Ad to determine which people are more likely to take those actions you need.

Conversion tracking helps increase your Ads quality score as it contributes to more precise targeting and ultimately higher CTR, lower Avg. CPC.

Cost Per Click Ad Networks

Cost per click ad networks are Ad networks that use Cost per click also known as CPC. We discussed a lot about CPC Ad networks but need to also discuss Ad Networks that use CPC as a pricing model.

The most popular CPC Ad network as we discussed extensively in this blog post is the Google Ads. They simply have the largest share of CPC advertising online today.

Cheap Banner advertising

Cheap online advertising

This is simply why this post is mostly focused on discussing Google CPC advertising. Our Ad network AdsTargets a similar Ad network features like Google Ads.

Although our bidding system works a bit different from Google’s bidding system. We have a similar CPC system. Advertising on Google Ads or AdsTargets Ad network for advertisers and publishers will give you almost the same results.

AdsTargets competing advantage here is the cheap cost of advertising and automatic Ad optimisations features. you can become part of us by joining AdsTargets advertising Ad network.


Cost per click advertising will continue to evolve while positively and negatively affecting online advertisers. For those who are able to adapt will reap the benefits of CPC advertising while the ones that ignore it will face the consequences.

This post will be updated from time to time and we would like to know from you what you think about the post and suggest ways to make it better.

Guide to understanding Pay per Click advertising

Guide to understanding Pay per Click advertising

Pay per click advertising has been around over the last two decades and have seen a lot of transformation. 

PPC has evolved a lot basically the way PPC giants such as Google, Yahoo, Bing and Amazon has adjusted their PPC advertising tools constantly to ensure enhanced performances. 

It is always important for online advertisers to follow-up and be updated as much as possible in order to be able to run more effective PPC campaigns.

In this post, I will guide you through the process of formulating and running successful PPC or CPC campaigns.

Let’s jump into it…

What is Pay Per Click Advertising?

First things first. Let’s understand what is pay per click advertising.

Pay Per Click (PPC) advertising is also known as Cost per click (CPC) advertising it is an online advertising model used by both the advertisers and the publisher as a pricing model to sell or buy traffic.

The advertiser is required to pay for the traffic sent by the publisher which in most cases the publisher is a website owner or a group of websites inclusive of blogs.

Advertisers often buy specific targeted traffic that is relevant to their niche or market type.

Make money blogging
Make money blogging

Pay per click advertising usually sends traffic through banner ads, Text ads, Interstitial Ads, In-App ads across mobile and desktop devices. Other forms of utilising PPC Advertising is through Pop-Up Ads, contextual ads, links etc.

Pay per click advertising or cost per click advertising is largely controlled by search engine giants such as Google (Google Ads), Bing and Yahoo Bing and Yahoo Ads). These search engines display these ads on their various platforms.

How PPC advertising works will have discoursed in detail below…

The image below shows how Pay per click Ads appear in Google results.

Pay Per Click advertising

Pay per click Trends

PPC trends show the evolution process of PPC advertising. The online PPC community could testify that a lot has changed over the past years. In particular, 2018 witnessed a lot of changed in online PPC such as,

PPC Trends

Google rebrands her online advertising from “Google AdWords” to “Google Ads”. This change was accompanied by a lot of features within the system much as creating various types of campaigns, enhancements, and targeting options making creating and targeting campaigns more effective.

Bing also followed the same way in their PPC advertising system making it more convenient to create and manage campaigns with a more efficient reporting system.

LinkedIn on the other hand also implemented profile targeting system in 2018 while Amazon has received more PPC Ad budget as advertisers noticed more products search taking place on Amazon.

How does Pay Per Click Advertising work?

PPC advertising or cost per click advertising works by using highly technical IT systems designed by various Ad Networks. Although each of these systems works differently, they all have one thing in common which is generating clicks for the advertiser.

PPC or CPC pricing model

Cost per click advertising works on two popular models which are known as the Bid-based CPC and Flat-rate CPC.

In each of the models, the advertiser’s sign’s up with the Ad publishers which in most cases is an advertising ad network.

The registration also includes an agreement which allows each advertiser to indicate or choose how much money they are willing to pay per certain keyword or keyword phrases.

The Ad network system then automatically ranks advertisers bids and show them when a quarry is entered in the search engines.

To break it down further…

Cheap Banner advertising
Cheap online advertising

For search engines such as Google, Bing and Yahoo. These Ad giants use a bidding system that allows advertisers to bid for keywords that are related to their niche or market.

The bidding system works in favour of the advertiser that pays higher for a certain keyword or keyword phrases. These Ads are displayed on top or below search results.

On the other hand, websites owners or bloggers charge advertisers a fixed amount to place banner ads, interstitial ads or Text Ads within a given time frame. Ad operates in a similar way such as search engine while also they have the capability to charge a fixed amount per click as well.

Pay Per Click advertising Checklist

In every project, there are a set of activities which involve proper planning and management for those budget to be successful. This same ideology is applied for PPC campaigns in other to reap the full benefits of PPC advertising.

This checklist entails how the cost per click campaigns should be planned and managed Daily, weekly, Bi-Weekly, Monthly and Quarterly.

Pay per click check list
Infographic credit: Media media

Planning Pay per click

Planning your PPC campaign entails the following

Outline Key Performance Indicators (KPIs)

Budget your estimated campaign spend and approximate cost per click you expect to spend on your campaign.

Set your target for conversions and acquisitions (CPA)

Define your frequency of measuring your campaign

Daily checklist

Daily monitoring and optimization are done by checking the daily Ad spend and conversions.

Movers: Click-through rates and changes in the cost

Bid Adjustment: Adjust Ad bids based on top performance and poor converters

Keywords adjustment: Monitor and adjust poor performing keywords

Weekly checklist

Position: Click performance top verses side

Rebalance: Refine performance anomalies

Keywords: Negative Keywords research

Mobile: Mobile bid adjustment versus desktop performance

Bi-Weekly Checklist

Impressions: Search and update missed opportunities

Ad groups: Split out, narrow and refine

Ads: Create new Ads, analyse the existing ads and pause poor performing ads

Placement: Remove or poor performing Ads

Monthly checklist

GDN: Display verses search performance review

Quality: address low-quality keywords scores

Website links: Analyse performance, Add or remove

Analytics: Search for poor visitors and fix metrics

Quarterly checklist

Landing pages: refine copy, improve conversions rates.

Geo-targeting: location performance and adjust bids

Dayparting: Day of the week and time of the day analysis.

Review: Historical performance analysis.

How to Calculate Pay per click advertising?

To understand how PPC or cost per click advertising is calculated is very simple. This is done by dividing the cost of advertising by the number of clicks from a particular campaign.

The formula is as follows: pay per click ($) = Advertising cost ($) / number of clicks (#). Doing so will give you an insight into how much your PPC advertising campaign actually cost.

PPC Advertising cost OR CPC advertising cost

PPC advertising cost Or CPC advertising cost is simply the specified cost of running a PPC or CPC campaign in a given period of time. This advertising cost can vary based on when the advertiser decides to analyse their cost of advertising compared to the performance of the Ad campaign.

Types of Pay per Click Advertising

There are various forms of PPC advertising also known as CPC advertising. They come in various forms of online advertising and the most popular ones are Banner advertising also known as Banner Ads, Text advertising or Text Ads, Interstitial Advertising or full-screen Ads, mobile and in-app advertising.

The example of these PPC advertising types will be briefly discussed below as follows…

Banner Advertising PPC.

PPC Banner advertising is a form of online advertising that allows advertisers to design banners with promotional information and display them on publishers channels.

Banner advertising is arguably one of the oldest forms of online advertising. It is still one of the most popular among online marketers. The reason for this is simply because they are more attractive and eye-catching for visitors.

The most popular banner sizes are the 728×90, 300×250, 160×600 and 468×60 while there are many other banner sizes. These banner sizes are also known to be the most converting ads.

Interstitial Advertising PPC

Interstitial PPC advertising also known as full-screen advertising is mostly used on mobile devices to get the full attention of the visitors. They appear in full screen or mostly covers 70% of the screen with the possibility of closing them down or it automatically disappear after a few seconds.

Cheap Banner advertising
Cheap online advertising

Interstitial Ads comes in various sizes. The most popular once are 320×480 and 480×320 for mobile phones while 1024×768 and 768×1024 are more suitable for tablets.

PPC Mobile advertising has grown significantly in the past five years. This is partly because of the dramatic increase in mobile use by internet users. Google reported in 2015 that mobile search surpasses desktop searches made in their search engine.

This made Google and other search engines lay more emphases on mobile devices. It presented online advertisers the opportunity to target mobile users and increase their sales and ultimately profits.

Because most people carry their mobile devices with them all the time. online advertisers have also been doing their best to target mobile users while implementing various mobile Ads targeting strategies.

Text Advertising PPC

CPC Text advertising has also come a long way making it one of the oldest and the most popular form of PPC online advertising. Text ads are mostly used by Google and other search engines.

These text Ads are mostly displayed on the top and bottom of google search results. Google also displays PPC Text Ads on YouTube and publishers blogs and websites all over.

Pay per click advertising Agency

These are pay per click advertising Ad networks such as AdsTargets offering advertisers the opportunities to run their PPC campaigns.

Also, there are a lot of advertising agencies which helps small businesses to run, monitor and optimise their PPC or CPC Ad campaigns for a monthly feel. These are all classified as Pay per click advertising agencies.

Benefits of Pay per click

There are numerous benefits brands get from PPC or CPC adverting. Nowadays, most brands have dedicated pay per click budgets and put them to use year-round. It is one of the reasons why Google makes over 100 billion dollars why Facebook makes over 40 billion dollars.

The benefits are as follows

  • PPC advertising gives brands online visibility;
  • It increases their online exposure which makes an impact on their off-line; exposure as well.
  • Brands that engage in CPC advertising increase their sales and conversions;
  • It enables fast growth for brands


We have covered pay per click or as you like cost per click here but will be very happy to know what you think about this online advertising concepts.

Suggestions with the most recent updates about PPC or CPC are welcome so we can improve the quality of this post and keep it as fresh as possible.

Guide to Ad Rates: Interstitial Ads CPM rates explained

Guide to Ad Rates: Interstitial Ads CPM rates explained

I just answered a question about Interstitial Ads CPM rates on Quora. This is actually an interesting question for me cause I get these types of questions almost every day from publishers willing to monetize their traffic or publishers who have already registered.

Similarly, Advertisers are not excluded as many ask the rates on Banner Ads rates, Text Ads rates or as many prefer to refer to PPC Ads rates, CPA Ads rates and many other Ad types.

I thought I should clear this issue or rather explain why Interstitial Ads CPM rates and other Ad types are not fixed on the majority of Ad Networks.

The fact is, There is no flat rates for PPC, CPA that runs throughout the year for either publishers or advertisers on an Ad Network.

This answer is meant to be fair to clarify this question so it can help many others. Interstitial Ads CPM rates vary across Ad networks and based on various factors. I will briefly mention those factors below

Advertising GEOs

Interstitial Ads CPM works just like any other Ad types and several things are considered as I mentioned above. The geographical location where the advertiser chooses plays an important role in the pricing of Interstitials Ads CPM rates.

This is because some geographical regions have better CTRs, CPA and conversion rates than others and this is always considered in all Ad types. Another important thing to consider is Advertising cost varies in different countries.

Even in the same country, Ad cost differently, for example, In the US, California has one of the highest costs charged for advertising than other states within the country.

Advertising cost explained

This goes for Banner Ads, Text Ads, In-App, Interstitial Ads etc. Again, Advertising cost in the US, The UK, Germany cannot be compared to the advertising cost in India, Nigeria and Ghana.

Advertisers are willing to pay even more in these high-cost regions because of the benefits that come with advertising in these areas.

Income levels

Just a follow up on the GEOs, income levels in some countries and regions of various countries are different and so as taxes in those GEOs.

Ad Networks consider this as a price factor. In turn, publishers are paid higher for clicks, CPA and CPI on traffic in certain regions such as the US, UK, Germany.

This same advertising strategy is applied for Banner Ads, Text Ads, Interstitials, In-App ads and other ads as well.

Ad Display device

The Interstitial Ad display device (Desktop and mobile) also plays a role in Interstitial Ads CPM rates. This again varies across Ad Networks and bidding systems employed by those Ad Networks.

Mobile interstitials are more popular and mostly more effective in mobile App Advertising. In many cases, the effectiveness of the display device also influenced the cost of advertising.

Advertising time

Ad prices change based on the demand on a particular Ad which forces the bidding system to either increase or decreases the prices of ads including Interstitial Ads CPM rates.

I could actually go on and on but will leave it here and hope this helps in understanding why CPM rates are not fixed and subject to change always.


The cost of advertising is more complicated as many advertisers or publishers expect it to be. there are many factors that are considered by ad networks or even bloggers or webmasters selling their Ad space.

If there are other factors that you consider play a role in the advertising cost that is not covered in this post, please let us know so we can update this post to be more relevant.