career center ad sales

26
+ Career Center Online Advertising 101 Prepared for: 1 Sellin g Packaging Follow- Through

Upload: teryl-henderson

Post on 14-Jun-2015

186 views

Category:

Documents


4 download

TRANSCRIPT

Page 1: Career Center Ad Sales

+Career Center

Online Advertising 101

Prepared for:

1

Selling Packaging

Follow-Through

Page 2: Career Center Ad Sales

+Agenda

2

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

Page 3: Career Center Ad Sales

+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

3

Page 4: Career Center Ad Sales

+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

4

Page 5: Career Center Ad Sales

+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

5

Page 6: Career Center Ad Sales

+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?

6

Page 7: Career Center Ad Sales

+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

7

Page 8: Career Center Ad Sales

+

Add-On

Click icon to add picture

Click icon to add picture

Online Bundling

& Packaging

8

Gold

Silver

Page 9: Career Center Ad Sales

+Inventory

9

Page 10: Career Center Ad Sales

+Inventory

10Career Center Website

Leaderboard

Page 11: Career Center Ad Sales

+ 11

Inventory

Page 12: Career Center Ad Sales

+Add-Ons

12

Footer Banner

Added value

Sold separately

Can be added as incentive

Low impressions

Career Center Footer Banner

Page 13: Career Center Ad Sales

+Gold Package: High Level

13

$1195

Page 14: Career Center Ad Sales

+Gold Package: Low Levellevel

14

$995

Page 15: Career Center Ad Sales

+ 15

Silver Package: High Level

$795

Page 16: Career Center Ad Sales

+ 16

Silver Package: Low Level

$595

Page 17: Career Center Ad Sales

+

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.

17

$85/hr

1 hr min

Page 18: Career Center Ad Sales

+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

18

Page 20: Career Center Ad Sales

+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

20

Page 21: Career Center Ad Sales

+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

21

Page 22: Career Center Ad Sales

+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

22

Page 23: Career Center Ad Sales

+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

23

Page 24: Career Center Ad Sales

+Set Expectations… Yet Highlight Campaign Successes

24

Early campaigns delivered significantly higher than average CTRs

Page 25: Career Center Ad Sales

+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

25

Page 26: Career Center Ad Sales

+Contact Info

26

Nancy [email protected]: nmorgan_assnmedianetworkExt 6045

Teryl [email protected]:thenderson_amnExt 6042