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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