web advertising campaigns - wordpress.com · 2011-10-14 · seo gcmw177 search engine optimization...
TRANSCRIPT
S E O
G C M W 1 7 7 S e a r c h E n g i n e O p t i m i z a t i o n
Web Advertising Campaigns
S E O
G C M W 1 7 7 S e a r c h E n g i n e O p t i m i z a t i o n
Ad Costing Terms
PPC: Pay per Click - Only pay when user clicks ad
CTR: Click-through-Rate - Number of clicks divided by the number of times the ad is shown
CPM: Cost per thousand impressions - Ex: 10,000 ad impressions @ .15¢ CPM = $1.50
CPA: Cost per aquisition - Only pay for each conversion (sale, lead, download, etc.)
S E O
G C M W 1 7 7 S e a r c h E n g i n e O p t i m i z a t i o n
Ad Sizes and SpecsWeb ads come in a variety of formats - Flash animated, animat-ed gifs, static jpegs or video .
A Few Common Sizes:300 x 250 - (Medium Rectangle)250 x 250 - (Square Pop-Up)728 x 90 - (Leaderboard)240 x 400 - (Vertical Rectangle)336 x 280 - (Large Rectangle)180 x 150 - (Rectangle)160 x 600 - (Wide Skyscraper)120 x 600 - (Skyscraper)
S E O
G C M W 1 7 7 S e a r c h E n g i n e O p t i m i z a t i o n
Google AdWords
1. Text and banner ad network2. Create free account3. PPC - Don’t pay unless ad is clicked4. Create a daily budget5. Place a PPC bid on keywords6. Can estimate your keyword costs and clicks
Three Levels - Account, Campaign Ad Group - Account - info, email, time zone, currency - Campaign - targeted keywords, demographic, seasonal offer - Ad Group - can have several groups with related ads
http://adwords.google.com/
S E O
G C M W 1 7 7 S e a r c h E n g i n e O p t i m i z a t i o n
Writing Effective Ad Copy - Text Ads
Headline Examples:SEO Classes Palomar CollegeSafety Dog CollarsWeb Design in San MarcosLuxury Kitchen FaucetsTattoo Models in San Diego North County Skin Care
1. Headline - 25 characters2. Body copy - 35 characters3. Headline and copy should have keywords - Very similar to the title tags of site4. It’s PPC - don’t deceive and waste clicks
S E O
G C M W 1 7 7 S e a r c h E n g i n e O p t i m i z a t i o n
Keywords and Matching OptionsThere are 4 different methods -
1. Broad Match: Google Adwords default option. Ads will display while users search in any order. (Ex: seo classes, classes for seo)
2. Phrase Match: Ads will display for searches in same order with other words. (Ex: “SEO classes at Palomar” “SEO Palomar”)
3. Exact Match: Ads will display while users search for the exact word. (Ex: “SEO classes”)
4. Negative Keyword: Add negative sign before keyword if you DON’T want ad to appear with keyword search. (Ex: “-Free SEO classes”)
S E O
G C M W 1 7 7 S e a r c h E n g i n e O p t i m i z a t i o n
Setting Bids
1. Advertisers are bidding on certain keywords2. The more you pay the higher you appear3. Figure a daily ad spend budget4. How much is your PPC?5. What is max bid - .12¢ or $126. Narrow down target audience - “SEO classes in San Diego” instead of “SEO”7. Track conversions and adjust
Amazon outbids No More Rack to get top spot for Kindles
S E O
G C M W 1 7 7 S e a r c h E n g i n e O p t i m i z a t i o n
Google AdWords - PPC Estimator
S E O
G C M W 1 7 7 S e a r c h E n g i n e O p t i m i z a t i o n
Yahoo Search Marketing - Rich MediaBanner Ads are no longer static. You need to get noticed. The next few pages are examples of Yahoo! Rich Media ads.
Rich Media Demo Video: http://public.yahoo.com/~wwwads/salesdemo/2011/montage.html
Ad Gallery: http://advertising.yahoo.com/ad-collection/
S E O
G C M W 1 7 7 S e a r c h E n g i n e O p t i m i z a t i o n
Yahoo Search Marketing - Rich Media
http://public.yahoo.com/~aklish/properties/news/mitsubishi/mitsubishi_i_overlay.htm
Overlay Ads - Ad appears and animates over the webpage
S E O
G C M W 1 7 7 S e a r c h E n g i n e O p t i m i z a t i o n
Yahoo Search Marketing - Rich Media
http://public.yahoo.com/~pokorny/demos/Southwest/SWA_Pushdowns.htm
Pushdown Ads - Ad pushes down web content and takes over top half
S E O
G C M W 1 7 7 S e a r c h E n g i n e O p t i m i z a t i o n
Yahoo Search Marketing - Rich Media
http://public.yahoo.com/~wwwads/archives/virgin_mobile/100720/
Expanding Ads - Ad breaks out of 300x250 box
S E O
G C M W 1 7 7 S e a r c h E n g i n e O p t i m i z a t i o n
Yahoo Search Marketing - Rich Media
http://public.yahoo.com/~wwwads/archives/warner_bros/100827/
Interactive Ads - Mini sites provide video, photos, music and sharing
Link Menu Videos Photos
S E O
G C M W 1 7 7 S e a r c h E n g i n e O p t i m i z a t i o n
Yahoo Search Marketing - Rich Media
http://frontpage.solutions.yahoo.com/ads_gallery.html
Takeover Ads - Large scale, full page ads
Link Menu Videos
Yahoo Mail log-in page
S E O
G C M W 1 7 7 S e a r c h E n g i n e O p t i m i z a t i o n
YouTube and Video AdvertisingFour types of YouTube Ads:
1. Promoted Videos2. TrueView3. Brand Channels4. Homepage
Commerical Showcase - http://www.youtube.com/t/advertising_content_showcase
http://www.youtube.com/t/advertising_overview
S E O
G C M W 1 7 7 S e a r c h E n g i n e O p t i m i z a t i o n
YouTube Promoted Videos
Four types of YouTube Ads:
1. Promoted Videos2. TrueView3. Brand Channels4. Homepage5. YouTube Insight
http://www.youtube.com/t/advertising_overview http://www.youtube.com/t/advertising_insight
Paid ads promoting videos relative to search
S E O
G C M W 1 7 7 S e a r c h E n g i n e O p t i m i z a t i o n
YouTube TrueView - InlineView data for a specific video - What you can track -
1. Views & Popularity - trends and heat map of where views are coming from2. Community Engagement - See how many times viewers rate, favorite, or comment on your videos.3. Demographics - age and gender of your audience4. Discovery - Find out how people discovered your video.5. Audience Attention - hot and cold, bounce and rewind rate
http://www.youtube.com/t/advertising_insight
Inline - After 5 seconds of ad viewing, gets a choice to continue to content or watch an ad.
Advertiser Pays only when the viewer has watched 30 sec-onds of an ad or to its completion, for example, if it’s a 15 second ad.
S E O
G C M W 1 7 7 S e a r c h E n g i n e O p t i m i z a t i o n
YouTube TrueView - InSlateView data for a specific video - What you can track -
1. Views & Popularity - trends and heat map of where views are coming from2. Community Engagement - See how many times viewers rate, favorite, or comment on your videos.3. Demographics - age and gender of your audience4. Discovery - Find out how people discovered your video.5. Audience Attention - hot and cold, bounce and rewind rate
http://www.youtube.com/t/advertising_insight
InSlate - Promoted video ads that stack up at the end of viewed videos. Usuall related to topic.
S E O
G C M W 1 7 7 S e a r c h E n g i n e O p t i m i z a t i o n
YouTube Brand Channels
Your own custom video channel
S E O
G C M W 1 7 7 S e a r c h E n g i n e O p t i m i z a t i o n
YouTube Home Page Advertising
S E O
G C M W 1 7 7 S e a r c h E n g i n e O p t i m i z a t i o n
YouTube Insight TrackingView data for a specific video - What you can track -
1. Views & Popularity - trends and heat map of where views are coming from2. Community Engagement - See how many times viewers rate, favorite, or comment on your videos.3. Demographics - age and gender of your audience4. Discovery - Find out how people discovered your video.5. Audience Attention - hot and cold, bounce and rewind rate
http://www.youtube.com/t/advertising_insight