1. 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

2. 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

3. 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

4. Types of Display Advertising Interstitial Banners Pop-Ups & Pop-Unders Map Advertisement Floating Advertisement Wallpaper Advertisement

5. Ad Networks Google YouTube Yahoo! Pandora CareerBuilder Monster

6. Source: 100SEOTIPS.com

7. 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

8. 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

9. 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

10. 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

11. Search Engine Marketing (SEM) Ads Are Everywhere! Google – The Fading of the Yellow Organic Search Paid Search –Pay Per Click – PPC

12. 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

13. 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

14. Search Engine Marketing Learn how search engines work Understand the difference between PPC (pay per click) and SEO (search engine optimization)

15. Search Engine Optimization There are over 2 billion searches on Google per day –Over 23,000 per second Visit http://www.google.com/trends/http://www.google.com/trends/

16. 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

17. Global Search-Engine Market Share

18. 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

19. Example

20. 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

21. 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

22. 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

23. 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

24. How It Works To make sure the search engines list the best results first, look for the following signals: –Relevance –Importance –Popularity –Trust –Authority

25. 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

26. 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

27. 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

28. Well-Researched Key Phrases Consider the following things when choosing a keyword: –Search volume –Competition –Propensity to convert –Value per conversion

29. 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

30. Optimizing Content for Key Phrases Each Web page should be optimized for: –The primary key phrase –The secondary key phrase –The tertiary key phrase

31. 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

32. 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