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

• Google

• 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