web advertising campaigns
DESCRIPTION
How does your banner ad get not only noticed, but clicked? Internet users are bombarded with ads. Some are obnoxious looking and sounding. Some just get in the way. We'll talk about how to stand out and stay within a reasonable budget. The lecture is an overview of how to create a web advertising campaign using various ad tools like Google Adwords, YouTube, and Yahoo! Search Marketing. What is the difference between PPC, CPM, CTR, and KFC? We will cover Rich Media ads on Yahoo! takeover ads, overlay ads, expanded ads, and interactive ads. This is just skimming the surface, but will get us rolling.TRANSCRIPT
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Web Advertising Campaigns
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Ad Costing Terms
PPC: Pay per Click - Only pay when user clicks ad
CTR: Click-through-Rate - Number of clicks divided by the number of times the ad is shown
CPM: Cost per thousand impressions - Ex: 10,000 ad impressions @ .15¢ CPM = $1.50
CPA: Cost per aquisition - Only pay for each conversion (sale, lead, download, etc.)
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Ad Sizes and SpecsWeb ads come in a variety of formats - Flash animated, animat-ed gifs, static jpegs or video .
A Few Common Sizes:300 x 250 - (Medium Rectangle)250 x 250 - (Square Pop-Up)728 x 90 - (Leaderboard)240 x 400 - (Vertical Rectangle)336 x 280 - (Large Rectangle)180 x 150 - (Rectangle)160 x 600 - (Wide Skyscraper)120 x 600 - (Skyscraper)
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Google AdWords
1. Text and banner ad network2. Create free account3. PPC - Don’t pay unless ad is clicked4. Create a daily budget5. Place a PPC bid on keywords6. Can estimate your keyword costs and clicks
Three Levels - Account, Campaign Ad Group - Account - info, email, time zone, currency - Campaign - targeted keywords, demographic, seasonal offer - Ad Group - can have several groups with related ads
http://adwords.google.com/
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Writing Effective Ad Copy - Text Ads
Headline Examples:SEO Classes Palomar CollegeSafety Dog CollarsWeb Design in San MarcosLuxury Kitchen FaucetsTattoo Models in San Diego North County Skin Care
1. Headline - 25 characters2. Body copy - 35 characters3. Headline and copy should have keywords - Very similar to the title tags of site4. It’s PPC - don’t deceive and waste clicks
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Keywords and Matching OptionsThere are 4 different methods -
1. Broad Match: Google Adwords default option. Ads will display while users search in any order. (Ex: seo classes, classes for seo)
2. Phrase Match: Ads will display for searches in same order with other words. (Ex: “SEO classes at Palomar” “SEO Palomar”)
3. Exact Match: Ads will display while users search for the exact word. (Ex: “SEO classes”)
4. Negative Keyword: Add negative sign before keyword if you DON’T want ad to appear with keyword search. (Ex: “-Free SEO classes”)
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Setting Bids
1. Advertisers are bidding on certain keywords2. The more you pay the higher you appear3. Figure a daily ad spend budget4. How much is your PPC?5. What is max bid - .12¢ or $126. Narrow down target audience - “SEO classes in San Diego” instead of “SEO”7. Track conversions and adjust
Amazon outbids No More Rack to get top spot for Kindles
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Google AdWords - PPC Estimator
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Yahoo Search Marketing - Rich MediaBanner Ads are no longer static. You need to get noticed. The next few pages are examples of Yahoo! Rich Media ads.
Rich Media Demo Video: http://public.yahoo.com/~wwwads/salesdemo/2011/montage.html
Ad Gallery: http://advertising.yahoo.com/ad-collection/
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Yahoo Search Marketing - Rich Media
http://public.yahoo.com/~aklish/properties/news/mitsubishi/mitsubishi_i_overlay.htm
Overlay Ads - Ad appears and animates over the webpage
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Yahoo Search Marketing - Rich Media
http://public.yahoo.com/~pokorny/demos/Southwest/SWA_Pushdowns.htm
Pushdown Ads - Ad pushes down web content and takes over top half
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Yahoo Search Marketing - Rich Media
http://public.yahoo.com/~wwwads/archives/virgin_mobile/100720/
Expanding Ads - Ad breaks out of 300x250 box
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Yahoo Search Marketing - Rich Media
http://public.yahoo.com/~wwwads/archives/warner_bros/100827/
Interactive Ads - Mini sites provide video, photos, music and sharing
Link Menu Videos Photos
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Yahoo Search Marketing - Rich Media
http://frontpage.solutions.yahoo.com/ads_gallery.html
Takeover Ads - Large scale, full page ads
Link Menu Videos
Yahoo Mail log-in page
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YouTube and Video AdvertisingFour types of YouTube Ads:
1. Promoted Videos2. TrueView3. Brand Channels4. Homepage
Commerical Showcase - http://www.youtube.com/t/advertising_content_showcase
http://www.youtube.com/t/advertising_overview
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YouTube Promoted Videos
Four types of YouTube Ads:
1. Promoted Videos2. TrueView3. Brand Channels4. Homepage5. YouTube Insight
http://www.youtube.com/t/advertising_overview http://www.youtube.com/t/advertising_insight
Paid ads promoting videos relative to search
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YouTube TrueView - InlineView data for a specific video - What you can track -
1. Views & Popularity - trends and heat map of where views are coming from2. Community Engagement - See how many times viewers rate, favorite, or comment on your videos.3. Demographics - age and gender of your audience4. Discovery - Find out how people discovered your video.5. Audience Attention - hot and cold, bounce and rewind rate
http://www.youtube.com/t/advertising_insight
Inline - After 5 seconds of ad viewing, gets a choice to continue to content or watch an ad.
Advertiser Pays only when the viewer has watched 30 sec-onds of an ad or to its completion, for example, if it’s a 15 second ad.
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YouTube TrueView - InSlateView data for a specific video - What you can track -
1. Views & Popularity - trends and heat map of where views are coming from2. Community Engagement - See how many times viewers rate, favorite, or comment on your videos.3. Demographics - age and gender of your audience4. Discovery - Find out how people discovered your video.5. Audience Attention - hot and cold, bounce and rewind rate
http://www.youtube.com/t/advertising_insight
InSlate - Promoted video ads that stack up at the end of viewed videos. Usuall related to topic.
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YouTube Brand Channels
Your own custom video channel
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YouTube Home Page Advertising
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YouTube Insight TrackingView data for a specific video - What you can track -
1. Views & Popularity - trends and heat map of where views are coming from2. Community Engagement - See how many times viewers rate, favorite, or comment on your videos.3. Demographics - age and gender of your audience4. Discovery - Find out how people discovered your video.5. Audience Attention - hot and cold, bounce and rewind rate
http://www.youtube.com/t/advertising_insight