online advertising core concepts are identical to traditional advertising: –building brand...
TRANSCRIPT
Online Advertising
• Core Concepts are Identical to traditional advertising:– Building Brand Awareness– Creating Consumer Demand– Informing Consumers of the Advertiser’s Ability to
Satisfy Demand– Driving Response and Sales
Learning Objectives
• Understand when best to use online advertising
• Become familiar with the different online advertising opportunities
• Understand the different types of online payment models
• Learn what ad servers are and what their role in advertising is
• Learn what advertising networks are and why they are effective
Learning Objectives
• Understand how all the elements of online advertising work together
• Understand why online advertising is a powerful eMarketing tactic
• Understand the disadvantages of online advertising and the challenges involved
Types of Display Advertising
• Interstitial Banners
• Pop-Ups & Pop-Unders
• Map Advertisement
• Floating Advertisement
• Wallpaper Advertisement
Ad Networks
• YouTube
• Yahoo!
• Pandora
• CareerBuilder
• Monster
Source: 100SEOTIPS.com
Payment• Cost per impression (CPI/CPM): Advertiser pays each time the advertisement appears on the publisher’s page
• Cost per click (CPC): Advertiser only pays when their advertisement is clicked on by an interested party
• Cost per acquisition (CPA): Advertiser only pays when an advertisement delivers an acquisition
• Flat rate: owners of lower-traffic sites sell banner space at a fixed cost per month regardless of the amount of traffic or impressions
Putting It All Together
• Firstly, determine the goal of your campaign
• Identify the key performance indicators • Investigate your target audience • Decide the format of your advertisement• Brief your creative team to ensure that you
have the optimum banners for your campaign
Putting It All Together
• Advertising needs an appropriate landing page – Landing page: The page a user reaches
when clicking on a paid or organic search engine listing
• Animation makes a Web site attractive• content of an online advertisement should
be concise and directional
Targeting
• Geotargeting– Country/City
• Demographic– Income/Age/Family Size
• Day Parting• Social Targeting
– Yahoo!, AT&T Yellow Pages, Pinterest• Contextual
– NY Times, eBay, Amazon, Facebook
Search Engine Marketing (SEM)
• Ads Are Everywhere!
• Google – The Fading of the Yellow
• Organic Search
• Paid Search– Pay Per Click – PPC
Key Words & Phrases
• Search Engines “search” for the key words that users are likely seeking
• Importance of having these words on website
• Importance of Optimization
• To be visible, you must be seen
Google Ad Words
• Leader in Search Engine Marketing
• Customized User Interface
• User Controlled Bid Management System
• Ads Uploaded/Changed in Seconds
• Easily Accessible Analytics Data
Search Engine Marketing
• Learn how search engines work• Understand the difference between PPC
(pay per click) and SEO (search engine optimization)
Search Engine Optimization
• There are over 2 billion searches on Google per day– Over 23,000 per second
• Visit http://www.google.com/trends/
Introduction
• Search engine: Web-based programs that index the Web and allow people to find what they are looking for
• Search marketing: Industry that has built up around search engines
Global Search-Engine Market Share
Search Engine Optimization
• “Search” – Has two types of results– Organic search results: The listings on a
SERP resulting from the search engine’s algorithm
– Paid search results: The listings on a SERP that are paid for
Example
The Importance of Search to a Marketer
• Search is goal oriented• The search industry is big• To be found, you must be visible• Top of search equates to top-of-mind
awareness• People trust organic search• Catch potential customers at every phase
of the buying cycle
The Importance of Search to a Marketer
• Many people have a search engine as their browser home page
• A three-way relationship: Search engines, Webmasters, and users
• Users want to find what they are looking for on the Internet
• Search engines want to make money from selling advertising
• Web site owners, Webmasters, and online marketers want search engines to send traffic to their site
Search Engine Marketing
• It has two parts:– SEO
• Aims at improving a Web site’s ranking in the natural search results
– PPC advertising • Involves bidding for placement in the paid search
results section of the SERP
• Both SEO and PPC advertising are based around key words
Search Engine Optimization
Learning Objectives• Learn what SEO (search engine
optimization) is and how a Web site needs to be structured
• Understand how key phrases fit into SEO• Understand how to research key phrases• Understand the importance of optimizing
content for key phrases
How It Works
• To make sure the search engines list the best results first, look for the following signals:– Relevance– Importance– Popularity– Trust– Authority
How It Works
• SEO — Search engine optimization– It is called organic or natural optimization– It involves optimizing Web sites to achieve
high rankings on the search engines for certain selected key phrases
– It is achieved by making changes to the HTML (Hypertext Markup Language) code, content, and structure of a Web site
How It Works
– It involves off-page factors — Build links to the Web site
• Social media and WebPR increase links to a WebPR
– It is an extremely effective way of generating new business to a site
• Search psychology — A continuous process and a way of thinking about how search engines see your Web site and how users use search engines to find your Web site
How It Works
• SEO can easily be broken down into five main areas:– A search-engine-friendly Web site structure– A well-researched list of key phrases– Content optimized to target those key
phrases– Link popularity– Emerging trends
Well-Researched Key Phrases
• Consider the following things when choosing a keyword:– Search volume– Competition – Propensity to convert – Value per conversion
Optimizing Content for Key Phrases
• Content must be relevant and aimed at selected key phrases
• Content has to play the following roles on your site:– Provide information to visitors– Engage with them– Convince them to do what you want
Optimizing Content for Key Phrases
• Each Web page should be optimized for:– The primary key phrase– The secondary key phrase– The tertiary key phrase
Link Popularity
• Purpose of a link – Allow a user to go from one Web page to
another – Allow search engine spiders to find Web
sites– Help send signals of trust – Help to validate relevance
Link Popularity
• Getting more links:– Write excellent, valuable content that others
want to read– Create tools and documents that others
want to use– Create games that people want to play– Taking PR (Public relations) online — Web PR– Conduct competitor analysis