Online AdvertisingGreg Lackey

Advertising Life CycleThe Past

Mass mediaCurrent

Media fragmentationThe Future

Target marketAudio/visual enhancements

Source: www.webtvwire.com

Why Use Online Advertising?ImmediateCost-effectiveMeasurableAudio/visual responsiveGrows the brandDelivers sales

Source: www.profy.com

Types of Online AdvertisingBanner ads (Double-click)

Audio/Visual Ads (Flash)

Search linked ads (Google Adwords)

Context linked ads (Google AdSense)

Social Advertising (Facebook)

Audio Visual AdvertisementsRich 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 AdvertisingVery good performanceRapid growth but small part of

marketHighly effectiveRelevant, yet not obtrusiveHas expanded rapidly in last few

yearsExpectation of further growth…

How Google Ads WorkAdvertiser bids on search termsTraffic Estimator

OrderingAds ranked by bid multiplied by estimated CTR

Puts best ads on top of page

Setting Up A Google AdChoose your creative text

Standardized sizeChoose your keywords

Exact, broad, phrase, negative keyword

Choose your max CPC Set daily budget

TechnologyEngine 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

PaymentPrice you pay depends on bidder below youPay 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 RevenueIncrease CPCIncreasing coverageIncrease depthIncrease CTR

Social AdvertisingReach millions of social networking site users

Micro-target select groups of people

Choose CPM or CPCCreate multiple ad campaigns

Facebook AdvertisingImage and text based ads175,000,000 active Facebook users

Target by demographicsMicro-targeted advertisements

Advertiser OptimizationGain insightTrack your progressDetermine your value per click

Make text/picture modifications to maximize your results

The End