Transcript Online advertising

Online Advertising
Greg Lackey
Advertising Life Cycle
 The Past
 Mass media
 Current
 Media fragmentation
 The Future
 Target market
 Audio/visual enhancements
Source: www.webtvwire.com
Why Use Online Advertising?
 Immediate
 Cost-effective
 Measurable
 Audio/visual responsive
 Grows the brand
 Delivers sales
Source: www.profy.com
Types of Online Advertising
 Banner ads (Double-click)
 Audio/Visual Ads (Flash)
 Search linked ads (Google Adwords)
 Context linked ads (Google AdSense)
 Social Advertising (Facebook)
Audio Visual Advertisements
 Rich 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 Advertising
 Very good performance
 Rapid growth but small part of market
 Highly effective
 Relevant, yet not obtrusive
 Has expanded rapidly in last few years
 Expectation of further growth…
Stock Market Evaluation
How Google Ads Work
 Advertiser bids on search terms
 Traffic Estimator
 Ordering
 Ads ranked by bid multiplied by
estimated CTR
 Puts best ads on top of page
Setting Up A Google Ad
 Choose your creative text
 Standardized size
 Choose your keywords
 Exact, broad, phrase, negative keyword
 Choose your max CPC
 Set daily budget
Technology
 Engine 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
Payment
 Price you pay depends on bidder
below you
 Pay 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 Revenue
 Increase CPC
 Increasing coverage
 Increase depth
 Increase CTR
Social Advertising
 Reach millions of social networking
site users
 Micro-target select groups of people
 Choose CPM or CPC
 Create multiple ad campaigns
Facebook Advertising
 Image and text based ads
 175,000,000 active Facebook users
 Target by demographics
 Micro-targeted advertisements
Advertiser Optimization
 Gain insight
 Track your progress
 Determine your value per click
 Make text/picture modifications to
maximize your results
The End