career center ad sales

+Career Center

Online Advertising 101

Prepared for:

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Selling Packaging

Follow-Through

+Agenda

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1. Online Advertising 101

2. Deciding when and what to offer

3. Ad Package Bundles

4. What info do I need and where do I find it?

5. Setting expectations – before and after the sale

6. Wrap Up and Q&A

+Online Ad Sales 101:The Basics

CC Sales Team now has opportunity to sell Online Ad Packages

Ads can go across all boards within same industry

You can also “fix” an ad to a particular boards

Ads are “served” out of an ad serving system called Doubleclick – premiere serving/tracking engine

We can report on impressions, clicks & CTRs

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+Online Ad Sales 101: The BasicsFrequently Used Terms

Impressions - number of times an ad is seen or delivered

Clicks – number of times a user click on an ad

CTRs (Click Through Rate)– clicks divided by impressions

Open Rate – number of emails opened divided by number sent

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+Online Ad Sales 101: The BasicsMany Ways Online Ads are Sold

CPM (Cost per thousand) – Ads sold on the number of impressions delivered. Ads stay up until they deliver the agreed on number. Not based on a given time period.

Fixed rate – ads sold at flat rate for a given time period

Career Center packages are sold on Fixed Cost or Time basis

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+Deciding When to Offer

Who is the customer and how many jobs do they promote?

What are their objectives/strategy?Recruitment Marketing

How do they plan to measure success

What is their budget?

Do they have creative they could repurpose?

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+Deciding What to Offer

Based on their answers – you know which packages to offer

Suggest packages based on their needsTailor campaign to specific initiatives If they already have creative, suggest the

same ad unitsGive them several options based on budgetMake sure to consider campaign

expectations– be realistic

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Add-On

Click icon to add picture

Click icon to add picture

Online Bundling

& Packaging

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Gold

Silver

+Inventory

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+Inventory

10Career Center Website

Leaderboard

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Inventory

+Add-Ons

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Footer Banner

Added value

Sold separately

Can be added as incentive

Low impressions

Career Center Footer Banner

+Gold Package: High Level

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$1195

+Gold Package: Low Levellevel

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$995

+ 15

Silver Package: High Level

$795

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Silver Package: Low Level

$595

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Creative Services

Creative Services develops original, eye-catching, ads and highly effective calls-to-action.

The team is available for both consultation and creative services engagements.

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$85/hr

1 hr min

+What Info Do I Need & Where Do I Find It

IntranetOnline Sales Resources

Average Site Visits – Google AnalyticsAverage Subscriber Numbers – Exact

TargetOnline Ad Media kits and sell sheetsGlossary of Terms & General infoCampaign case studies – wins

Contact Nancy or Teryl

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Advertising Submission Form

Link to Ad Submission Form

+Setting Expectations - Overview

OverviewCommunicate expectations before sale and during campaign

Find out how much they know about industry averages and what their expectations for the campaign are

Make sure their benchmarks are realistic

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+Setting Expectations

Site TrafficUse monthly averagesPage views are a good gauge, but do NOT

equal ad impressions

Job Flash SubscribersNumber Sent does not equal ad

impressions

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+Setting Expectations

Ad ImpressionsWe don’t guarantee impressionsImpressions numbers are pulled from

Doubleclick/Operative (third-party ad serving system)

Use traffic or site page views to get an idea of impressions…or call for assistance

CTR’sNever promise CTR’s – depends on many

factors

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+Setting Expectations: Follow-Through

Reporting We can provide

monthly reports including impressions, clicks and CTR’s

Reports show cumulative total for year – broken out by month

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+Set Expectations… Yet Highlight Campaign Successes

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Early campaigns delivered significantly higher than average CTRs

+Wrap-Up and Questions

Let’s work together to sell tons of ad packages during the 2nd half of 2011

Let’s get creative!

Let’s meet & exceed quotas

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+Contact Info

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Nancy Morgannmorgan@affiniscape.comSkype: nmorgan_assnmedianetworkExt 6045

Teryl Hendersonthenderson@affiniscape.comSkype:thenderson_amnExt 6042