Online Advertising
2 Forms of Social Media Advertising: (1) unpaid: (2) paid:
(1) using social media accounts to promote/market brand - relationship marketing - relies heavily on quality of content + responsiveness of representatives (2) purchasing online advertising (both peripheral and integrated) on social media platforms - can be highly targeted
Search Engine Marketing (SEM):
- certain keywords bring up advertised services @ top of search (more money marketer pays per keyword search = higher it appears in the search rankings) (don't pay enough -> end up @ bottom rather than at the top of a page) - companies pay for search only when a user clicks on the link - SEM is about 25% of all search clicks
Benefits of Online Advertising:
- encourages interaction from target consumer - drives web traffic directly to online storefront - highly measureable (rich media + video ads have better click through rates) - extremely targetable
Goals of Search Marketing:
- makes selecting your brand/product easy - generates greater clicks to your website - drives "leads": names of new people and new businesses - target your message to those who want to search for you
Online ads are generally bought using CMP: - CPM = - CPM varies on the type of _____ and quality of the ____ (high traffic sites can change ____ CPM) (more interactive, rich ___ ads have higher COM)
= basis for buying online advertising website, ad higher media
Be sure to choose best format! - Most SEM ads consist of: - However:
Headline, Display URL, Description of site For individual products, best option is image-based "shopping" display
Basic Types of Online Ad: - Standard: - Rich Media: - Video Ad Unit:
a static ad that doesn't move/expand/etc. ad that is in some way animated and/or can be interacted with (EX: rollover) video box or video embedded in ad
Ad Display Formats: - Standard: - Site Wrap/Skin:
ad appears in header, banner, footer, skyscraper, etc. advertising integrated into all space surrounding content
Streaming Services - similar format to broadcast, new benefits: - advertising via streaming services offers fairy tight _____ - tends to be more _____ ___ than traditional broadcast ads
advertising (based on usage history, user profile, cookies shared, etc.) attended to (few @ 1 time prevents attention degradation, more difficult to skip, and because fewer, less likely to skip)
Location-based Advertising: - can be done in-app or via ____ - can identify ___ based on cell tower - if GPS is on, can _____ location, offer store-specific offerings - can trigger advertising if ____ crossed
browser location pinpoint (EX: dating apps like Tinder) geofence
How to buy SEM: - SEM is paid for on a _____ ____ ____ (CPC) basis - advertisers only pay when a consumer clicks on a ____ ad - CPC varies based on how ____ a word is: common, competitive words have higher ____ - to buy it, you must first pick the keywords consumers are most likely to search for related to your _____/brand
cost per click SEM popular, CPC product
Search Marketing: - Advertising that works primarily with and through search ____ - consumers majority of online advertising ____ - 2 kinds of search marketing:
engines dollars - SEM: Search Engine Marketing (paid) - SEO: Search Engine Optimization ("free")
Why Mobile? - heavy use = heavy ___ - multiple routes of ____ (5 examples)
exposure attack - texting - location-based advertising - mobile online advertising - mobile promotions via app/text/website - dedicated apps
Things to remember about unpaid advertising: - success depends upon ___ and ___ your audience - 2 way ____ is a must! - use social media as one pillar in a ______ marketing campaign
finding, attracting (content is king) communication transmedia
- allows for interactive ___
formats EX: Hulu's "choose your own adventure" - making choice results in increased attention - making choice has peripheral emotional benefits - feeling of agency and control = good vibes = positive attitude toward ad
Suggestions for CEO: - embed good ___ in your site - have great ____ on your website - generate good ____ inbound traffic - when consumers arrive at your site, design content to help them to ___ on your site
keywords content (algorithms boost a site's rank based on how many other site's link to it!) quality (the rank of the sites linking to you can also help or hurt rank) stay
How to buy SEM: - determine specific ____ you want to buy - buy keywords through search ___ - Track and ____ your results
keywords (relevant to your brand, category product, what would a consumer put in to find you?, most searches are 1-3 words) service (Google AdWords is single largest, over 75% market share, don't forget non-traditional search outlets (YouTube, Amazon))) analyze (can immediately switch out words if not effective
Techniques - Texting: - can send promotions out on regular schedule to keep brand ___ and encourage ____ - can notify of new _____, sales, etc.
relevant, purchase releases
Things to remember about paid advertising: - social media allows highly ___ advertising - pricing for advertising relatively ____ - know your _____
targeted inexpensive (gets more expensive the more targeted you are) platforms (which platforms do your target consumers use the most?)
SEO = Search Engine Optimization - use of certain words, phrases, and links within your website's ___ in order to get your site ranked as ____ as possible. - results in increasing the _____ to your site - SEO is ____, but you may have to pay someone on your staff/agency to run your site to get good _____
text, highly traffic free, SEO
