Getting started with advertising

 

Getting started TM Audience 

 

What is display advertising?

Display advertising on Trade Me sits alongside classified listings to promote brands products or services. There are various sized formats available depending on the user journey and environment. Ads are targeted to specific audience segments based on campaign objectives, where we can ensure the right message is delivered to the right audience at the right time in the right format.

 

Types of Trade Me ads

Ad units available are:

+  300x250
+  728x90
+  300x600
+  160x600
+  970x250
+  Native
+  640x200 in-search

 

Trade Me ad units


Impressions

Impressions are the number of times the ad is displayed to that audience. For example, when your ad is displayed on the page and viewed by a person that is considered 1 impression.

 

CPMs (cost per mille)

CPM stands for Cost per 1,000 impressions bought. For example, if you are charged a $5 CPM, that means you will pay $5 for every 1,000 impressions of your ad.

 

Pricing

Display advertising at Trade Me is bought on a CPM basis. The CPM is determined by our ratecard, your campaign objectives and the level of targeting applied. Please get in touch with us and we will build a recommendation for you based on this.

 

Pricing TM Audience 

 

Why display advertising?

+  You’re in control of your creative and messaging. Capture the attention of our members, convey your messages and bring your brand to the front of mind.

+  Facilitate brand awareness, attract interest and capture intent through the use of smart targeting.

Effectively target consumers throughout their path to purchase, depending on their age bracket, location, purchasing and researching behaviours. Increase your visibility and reach specific target audiences.

 

Trade Me Audience targeting  

 

Reach

Reach is the number of people that have seen the ad.

 

Frequency

Frequency is the number of times your ads appear to the same person throughout the campaign. 

 

Designing your ads

Choosing how to design your display ads can be overwhelming. To give your campaign the best chance at hitting all its objectives, we recommend keeping these simple principles in mind.

This blog post explains these in more detail, to help you make great choices about your display ads.  

 

key messages TM Audience 

 Simplified key messages

 

CTA TM Audience

Strong call to action

 

space TM Audience

Space around elements/frames

 

legibility TM Audience

Legibility of text

 

logo TM Audience

Clear, considered logo

 

hierarchy TM Audience

Distinct hierarchy

 

buttons TM Audience

Clearly clickable buttons 

Read more about how to design ads 

 

Targeting solutions

We offer off-the-shelf and customised targeting options based on member behaviours and categories they are searching, viewing and watchlisting on site. 

 

TM Audience category targeting

Category targeting

We have over 400 categories across our Property,
Motors, Jobs and Marketplace verticals. 

 

TM Audience personas targeting option

Persona targeting

Personas are our predefined audience segments that are made up of on-site
interest and intent indicators of member behaviour across the site. 

 

TM Audience demographics

Member demographics

Target based on age, gender and location.

 

Awareness, interest and intent 

We also use a simplified buyer journey model to structure the targeting we run onsite in three stages. This way, we can influence the consumer at each stage of their path to purchase.

Create awareness and build your brand, influence customers at the earliest stages of the path-to-purchase. 

Generate interest and attract leads by targeting customers who are “in market” and have shown interest. 

Capture intent by influencing those who have shown interest.

 

TM Audience Funnel Yellow 

 

Website best practises

To ensure your advertising is clicking through to an environment for a great customer experience, we have a few tips to keep in mind:

+ User-friendly website - usable and accessible information that the user is expecting when they click through from your ad

+  Mobile responsive - over half of our audience is visiting Trade Me on their mobile device so ensure your mobile experience is as great, if not better than your desktop one

+  Tracking code URLs set up - for example using the Google UTM builder to track advertising 

+  Measure your traffic - measure your website metrics through Google Analytics

 

Website best practises Trade Me Audience 

 

Results  

Once your campaign has ended, you will receive an end of campaign report which will give you the results of your campaign as follows:

+  Impressions booked

+  Impressions delivered

+  Number of times your ad was clicked 

+  Click-through rate % (number of impressions delivered / number of clicks)


For more information on campaign performance and metrics, check out this blog post.

 

Results TM Audience 180 

 

Get in touch with us