1. Promoting and Marketing Your Site Module 8: Web Publishing and Maintenance LESSON 8

2. Module 8: Web Publishing and Maintenance LESSON 8 Lesson Overview How can you promote your Web site? In this lesson, you will learn:  How businesses use sponsored links on search engine results pages  How search engines charge for the sponsored links service  How a designer can use a Web site to promote or market their site or another Web site

3. Module 8: Web Publishing and Maintenance LESSON 8 Guiding Questions  How can you promote your Web site using the Internet?  How can you use your own site to promote or market other Web sites?

4. Module 8: Web Publishing and Maintenance LESSON 8 What Are Sponsored Links?  A listing of specific Web sites related to search results  The owner of a Web site pays the search engine to display the link  Search engine targets Web sites to match them to a specific search

5. Module 8: Web Publishing and Maintenance LESSON 8 Targeting of Sponsored Links  Sponsored links are targeted by the keyword entered into the search engine  Can be country specific

6. Module 8: Web Publishing and Maintenance LESSON 8 Exploring Country-Specific Sponsored Links  Open the Web page www.live.com and complete a search for “horse.”www.live.com  What sponsored links are listed?  Click on “United States” at the top of the page or the country listed.  Now choose Canada from the country listing.  What sponsored links are listed?  Click on “Canada” at the top of the page.  Now choose Australia from the country listing  How do all the sponsored links compare?

7. Module 8: Web Publishing and Maintenance LESSON 8 Why Do Search Engines Use Sponsored Links?  For financial support The search engine sells the sponsored links using the following systems:  Pay-per-click (PPC)  Pay-per-impression (PPI)  Pay-per-thousand (PPM)

8. Module 8: Web Publishing and Maintenance LESSON 8 What Do the Pay-Per Systems Mean?  Pay-per-click (PPC)  The search engine is paid each time someone clicks on the link to the sponsoring site.  Also used for banner ads  Pay-per-impression (PPI)  The search engine is paid a fee for each time an image of the site is displayed to a viewer.  Pay-per-thousand (PPM)  The search engine is paid per thousand images of the site shown to viewers.

9. Module 8: Web Publishing and Maintenance LESSON 8 Where Can You Learn More About Sponsored Links?  Microsoft Live Search adCenter - http://advertising.microsoft.com/search- advertising?s_int=adcenterlearnmore http://advertising.microsoft.com/search- advertising?s_int=adcenterlearnmore  Google Adwords - https://adwords.google.com/select/Loginhttps://adwords.google.com/select/Login  Yahoo! Search Marketing - http://www.search-- marketing.com/freepayperclickhttp://www.search-- marketing.com/freepayperclick  JumpFly (a service offering all three) - http://jumpfly.comhttp://jumpfly.com

10. Module 8: Web Publishing and Maintenance LESSON 8 How Can You Use Your Web Site to Generate Revenue?  There are online resources that match up advertisers with Web sites willing to host advertising  Google Adsense – https://www.google.com/adsense/login/en_UShttps://www.google.com/adsense/login/en_US  Yahoo! Publisher Network – http://publisher.yahoo.comhttp://publisher.yahoo.com  Offer similar payment plans as discussed earlier

11. Module 8: Web Publishing and Maintenance LESSON 8 Assignment  Study your notes from Lessons 1 – 8  Quiz during the next meeting over Lessons 1 – 8

12. Module 8: Web Publishing and Maintenance LESSON 8 Lesson Review  Explain how a search engine can be used to promote your Web site.  What is meant by each of the following:  PPC  PPI  PPM  How can you generate revenue from your Web site without selling a product?