Display Advertising: Get more from your Content

Fernando PeralesContent Marketing, Display Monetization, Online advertising, Traffic Acquisition, Traffic QualityLeave a Comment

Why Content Distribution?

Is it worth spending money on ads to distribute and spread your content on the internet? Despite the fact that you can get a lot of traffic with a good SEO & social media strategy, there are many reasons why you should buy ads to get more from your content.

First of all, organic traffic (SEO & organic social media distribution) is limited. No matter how good you are, you will never reach all the users interested in your content. The internet is massive and a lot of interested users haven’t discovered you yet.

Then, in a time where “Content is King”, content advertising can be as profitable as traditional direct advertising.

There are many ways to get profit from your content, you only need to be a bit creative. An example is promoting content as the first step of your sales funnel. It has been proven that this type of strategy works very well and it all starts with content. Video, articles, case studies or any other piece of content could be a good introduction to your company, and promoting this content through ads is the best way to deliver it to the right audience.

Here come a few examples. If you are a publisher, buying traffic could improve your sites’ metrics. This will give your sites better Nielsen Ratings, which, in turn, will help you to obtain better deals in your next ad price negotiation for your sites. In this case, buying ads is not an expense but rather an investment. In the other case where your advertising deals are already very good and you manage to obtain very good RPMs, buying traffic is about generating revenue. You can monetize this traffic and make profit for each visit bought. It sounds crazy, but it’s true. You can make money from buying traffic.


What are the best Ad Networks?

If you made it this far, you are interested in what I’m telling you. Good for you, because this could help you a lot. So, what is the next step? The next step is knowing where to buy traffic. Not all the ad networks work the same and not all the traffic you can buy has the same quality level.

If you want to start with something where results are granted, Facebook is your ad network. With 2 billion active users a month and one of the best targeting capabilities in the ad network spectrum, Facebook is worth your time. Advertising on Facebook is great for all kinds of purposes, from performance and direct response to branding, but something that advertisers often forget is that Facebook is a place for content, so there is no better place to promote it.

Another good option is the Google Display Network, also known as GDN. This network spans over two million websites that reach over 90% of people on the internet. Used more often for retargeting and more direct response marketing, Google is improving a lot in the content distribution area with new formats and targeting capabilities.

Another good option is to advertise on native ad networks like Outbrain, Taboola and RevContent, specifically created to distribute content. These networks let you place your ads in very good ad placements all over the internet. Not as powerful as Facebook and Google but for sure a very good option to explore.


How to Do It?

All these things that I’ve just told you sound a bit too good to be true, don’t they?

You are probably wondering why, if making money with display ads is so easy, aren’t all the advertisers doing it? Something being easy does not make it simple. In order to succeed, you need to have a good strategy, work hard and test & learn continuously.

The first thing you have to keep in mind is the target. To get the best results you need to show the right content to the right audience at the right time. A lot of research and Content/Targeting A/B testing is a must in your action plan. Another thing you should craft with a lot of care are your copies and creatives. All the tools in the world are meaningless without a creative idea. It is incredible how a good copy can improve your results. All these things are essential but for me the most important thing is planning and optimizing for learning.

Sometimes, we focus too much on the short-term results and forget to look at the big picture. If we constantly plan while testing new things and learning from our mistakes, eventually we will make profit but what we will always get is knowledge, the most important resource for our long-term success.


Jorge García, Project Manager & Display Advertising Specialist


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