career center ad sales
TRANSCRIPT
+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 [email protected]: nmorgan_assnmedianetworkExt 6045
Teryl [email protected]:thenderson_amnExt 6042