Download Unit2 - Index of

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