Post on 01-Jan-2016
transcript
Online AdvertisingGreg Lackey
Advertising Life CycleThe Past
Mass mediaCurrent
Media fragmentationThe Future
Target marketAudio/visual enhancements
Source: www.webtvwire.com
Why Use Online Advertising?ImmediateCost-effectiveMeasurableAudio/visual responsiveGrows the brandDelivers sales
Source: www.profy.com
Types of Online AdvertisingBanner ads (Double-click)
Audio/Visual Ads (Flash)
Search linked ads (Google Adwords)
Context linked ads (Google AdSense)
Social Advertising (Facebook)
Audio Visual AdvertisementsRich media ads are viewed six times more often than non-rich media ads
More interactive than standard banners
Flash ads increased brand awareness by 71% for 3 different sized ads
Search Linked AdvertisingVery good performanceRapid growth but small part of
marketHighly effectiveRelevant, yet not obtrusiveHas expanded rapidly in last few
yearsExpectation of further growth…
How Google Ads WorkAdvertiser bids on search termsTraffic Estimator
OrderingAds ranked by bid multiplied by estimated CTR
Puts best ads on top of page
Setting Up A Google AdChoose your creative text
Standardized sizeChoose your keywords
Exact, broad, phrase, negative keyword
Choose your max CPC Set daily budget
TechnologyEngine to match ads to queries
Choose most relevant ads using various criteria
Returns up to 10 ads to show on a page
Promotion policy: depends on CTR performance and CPC
PaymentPrice you pay depends on bidder below youPay minimum necessary to keep you
above that person
Why not pay your actual bid?Would then want to cut bid to just
enough more than adv below you to keep your position
Increasing RevenueIncrease CPCIncreasing coverageIncrease depthIncrease CTR
Social AdvertisingReach millions of social networking site users
Micro-target select groups of people
Choose CPM or CPCCreate multiple ad campaigns
Facebook AdvertisingImage and text based ads175,000,000 active Facebook users
Target by demographicsMicro-targeted advertisements
Advertiser OptimizationGain insightTrack your progressDetermine your value per click
Make text/picture modifications to maximize your results
The End