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ADVERTISING online essentials © 2011 Consulting Angels Inc. All Rights Reserved. Jenny Ramgoolie , MSA

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The internet has changed everything, shifting pretty much every aspect of our lives on to the digital realm. It has also become a major and effective medium for advertising and it has been predicted that online advertising is soon going to replace the advertising through traditional medias such as television, radio, newspaper and magazines. © 2011 Consulting Angels Inc. All Rights Reserved.

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Course Objectives After completion of this course, each contractor will be able to: Understand the principles of Online Advertising Identify the different types of Online Advertising Formulate strategies to become a successful online advertiser. © 2011 Consulting Angels Inc. All Rights Reserved.

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C ourse Outline What is Online Advertising? Reasons Why Companies Advertise Advantages of Online Advertising Types of Online Advertising Ad Formats Targeting Methods Revenue Models Online Advertising Jobs Tips for an Effective Ad © 2011 Consulting Angels Inc. All Rights Reserved.

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It is a form of promotion that uses the Internet and World Wide Web to deliver marketing messages to attract customers. What is Online Advertising? © 2011 Consulting Angels Inc. All Rights Reserved.

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Two Reasons Why Companies Advertise Branding R efers to the process of impressing a company name or a product name onto society's collective brain. Direct Sales This is an ad that is trying to get you to do something today, right now, as you look at the ad. The advertiser wants you to: Click the ad Call an 800 number Drive immediately to the store © 2011 Consulting Angels Inc. All Rights Reserved.

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Advantages of Online Advertising Wider Coverage The online advertising gives your ads a more wider coverage and this globally wider coverage helps in making your advertisements reach more audiences, which may ultimately help you in getting better results through your online advertising campaign. Targeted Audiences When compared with offline advertising, online advertising always helps you to reach the targeted audience and this helps in making your campaign more profitable and getting more relevant leads. © 2011 Consulting Angels Inc. All Rights Reserved.

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Affordable Another main advantage of online advertising or marketing is the much affordable price when compared with the traditional advertising costs. With a much lesser cost you can advertise on the net for a wider range of audience and geographical locations. Easy to Track and Measure Conversion Measurability and easiness to track the conversion makes online advertising miles ahead on the traditional advertising methods. A lot of effective analytics tools are available to measure online advertising campaigns which helps in more improvisation of the ads. © 2011 Consulting Angels Inc. All Rights Reserved. Advantages of Online Advertising

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Speed Online advertising is much faster than offline advertising and you can start sending out your ads to a wider audience, the moment you start your advertising campaign. 6. Informative In online advertising, the advertiser is able to convey more details about the advertisement to the audience and that too at relatively low cost. Most of the online advertising campaigns are composed of a clickable link to a specific landing page, where users get more information about the product mentioned in the ad. Advantages of Online Advertising

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Flexible Payment Payment flexibility is another added advantage of online advertising and marketing. In offline advertising you need to pay the full amount to the advertising agency irrespective of the results. But in online advertising there is the flexibility of paying for only qualified leads, clicks or impressions. Better ROI Since online advertising is mainly focused on performance based payment, you ROI is sure to be far better when compared with offline advertising. © 2011 Consulting Angels Inc. All Rights Reserved. Advantages of Online Advertising

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Easy Audience Engagement Online advertisement makes is easy for the audience to engage with your ads or products. As an advertiser we would be able to get more feedback from the audience and thereby improve the quality of our ads going forward. Better Branding Any form of advertising helps in improving the branding and online advertising stands a notch high in improving the branding of your company, service or product. © 2011 Consulting Angels Inc. All Rights Reserved. Advantages of Online Advertising

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Ad Formats Text ads Advertisements displayed as simple, text-based hyperlinks are known as Text Ads. As their name suggests, text ads they do not include graphic images. Text ads are sold on non-search websites and can be served either by individual websites, or a publisher’s own ad servers.. © 2011 Consulting Angels Inc. All Rights Reserved.

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2) Display Ads Graphical advertisements featured on websites are known as Display Ads. Display ads use eye-catching visuals to quickly grab catch the attention of website visitors browsing the pages on which they are featured. Display ads are sold on non-search websites and can be served either by individual websites, or a publisher’s own ad servers. © 2011 Consulting Angels Inc. All Rights Reserved. Ad Formats

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Pop-Up Ads Advertisements that appear to “pop up” in a new window as users browse a website are known as Pop-Up Ads. Hover ads, floating ads and slide-in ads ads are all considered pop-up ads. Sometimes these ads are also known as Pop-Under Ads, depending on whether they are displayed over or underneath the current web content being browsed. The use of Flash and DHTML ads has risen in recent years in an effort to counter the increased usage of pop-up blockers. Ad Formats © 2011 Consulting Angels Inc. All Rights Reserved.

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4) Flash / DHTML Ads These kinds of ads incorporate Flash animation or other motion graphics. Ads may be animated display ads in more traditional shapes and sizes, or, as of late, they can be sophisticated ads that function similarly to pop-up ads but with much deeper integration into the overall design of the site. © 2011 Consulting Angels Inc. All Rights Reserved. Ad Formats

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5) Interstitial Ads Interstitial ads appear between web pages that the user requests. For example, an interstitial ad may appear after you click on a link in an excerpt to view the full content of news story. Because interstitial ads load in the background and do not interrupt the users immediate browsing experience, they are a preferred method of delivering ads with rich media, streaming video, and/or large graphics. © 2011 Consulting Angels Inc. All Rights Reserved. Ad Formats

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6) Video Ads With the popularity of online video watching, video ads have become a viable means of distributing rich advertising content. Currently video ads can either be content created entirely by the advertiser, or “in video” ads that will show your ad within a video. Major search properties like Google (through YouTube), MSN, Yahoo, and AOL all offer advertising on their video websites. © 2011 Consulting Angels Inc. All Rights Reserved. Ad Formats

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Email Ads (Classified Ads & Newsletter Advertising) Ads that are distributed by a publisher through email blasts to opt-in audiences are known as email ads. Advertisers can individually sponsor a publisher’s email newsletter or they can purchase classified ad space. © 2011 Consulting Angels Inc. All Rights Reserved. Ad Formats

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8) On-Site Sponsorships On-Site sponsorships are ads (typically just a company’s logo) that can be bought on individual websites. Sponsorship ads typically appear in an area on the website reserved for sponsors and often noted as such. © 2011 Consulting Angels Inc. All Rights Reserved. Ad Formats

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9) Advertorials Advertisements in editorial form that appear to contain objectively-written opinions are known as paid editorial ads, or “Advertorials”. Online advertorials are typically featured on publisher’s websites and promote products and services related to the website’s content. Some ad networks will develop, optimize, and write your advertorial and place it on their ad network. © 2011 Consulting Angels Inc. All Rights Reserved. Ad Formats

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Targeting Methods 1) Contextual Targeting When ads are served based on related content a user is currently reading or browsing online, it is known as contextual targeting. For example, if you are reading an article on a news website about sports, you may see contextual ads for sports gear, memorabilia, or game tickets. Contextual ads are purchased through major search properties like Google, Yahoo, MSN, and through many other contextual ad networks. Ad relevancy is typically determined by algorithms that will assess the appropriateness of the ad in relation to the displayed content. © 2011 Consulting Angels Inc. All Rights Reserved.

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Behavioral Targeting When ads are served based on user behavior, it is known as behavioral targeting. Behavioral targeting is based on a variety of online factors such as recent online purchases, searches, and browsing history, as well as demographic details such age or gender. For example, if you recently visited a real estate website, you may see behavioral ads selling mortgages. Targeting Methods © 2011 Consulting Angels Inc. All Rights Reserved.

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3) Geo-Targeting / Local Advertising When ads are served based on a user’s geographical location, it is known as geo-targeting. For advertisers interested in targeting users within a specific locality or region, geo-targeted online advertising is an effective solution. An increasing number of websites now offer geo-targeting capabilities. Local advertising also includes network buys through radio, television and newspaper websites, as well as localized search engines and directories such as Yahoo! Local, Google Local, and AOL City Guide. Targeting Methods © 2011 Consulting Angels Inc. All Rights Reserved.

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Revenue Models CPM (Cost Per Mille) or CPT (Cost Per Thousand Impressions) A dvertisers pay for exposure of their message to a specific audience. "Per mille" means per thousand impressions, or loads of an advertisement. However, some impressions may not be counted, such as a reload or internal user action. CPA (Cost Per Action or Cost Per Acquisition) or PPF (Pay Per Performance) Advertising is performance based and is common in the affiliate marketing sector of the business. In this payment scheme, the publisher takes all the risk of running the ad, and the advertiser pays only for the amount of users who complete a transaction, such as a purchase or sign-up. This model ignores any inefficiency in the sellers web site conversion funnel. © 2011 Consulting Angels Inc. All Rights Reserved.

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3) CPC (Cost Per Click) or PPC (Pay per click) Advertisers pay each time a user clicks on their listing and is redirected to their website. They do not actually pay for the listing, but only when the listing is clicked on. This system allows advertising specialists to refine searches and gain information about their market. Under the Pay per click pricing system, advertisers pay for the right to be listed under a series of target rich words that direct relevant traffic to their website, and pay only when someone clicks on their listing which links directly to their website. CPC differs from CPV in that each click is paid for regardless of whether the user makes it to the target site. Revenue Models © 2011 Consulting Angels Inc. All Rights Reserved.

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Content Advertising It basically uses content to draw visitors’ attention. It is the main type of advertising technique because the entire internet is made up of content (or information). Submitting articles to article directories Posting articles to Squidoo , Hubpages or Blogger Posting articles to your own blog or content website Press release Paid reviews at other people’s website Yahoo answers Social bookmarking at Digg , Propeller etc Post videos in video sites Posting comments in forums Online Advertising Jobs © 2011 Consulting Angels Inc. All Rights Reserved.

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Link Advertising This type of advertising technique typically uses a short link with some description to attract the visitors directly to your website. PPC advertising LeadsLeap advertising Classified advertising Submission to directories Link exchange partnership Banner advertising (image version of link advertising) Craigslist advertising Email signature Online Advertising Jobs © 2011 Consulting Angels Inc. All Rights Reserved.

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Viral Advertising This kind of advertising technique is similar to word of mouth advertising in the offline world. The idea is to encourage your existing traffic to bring more traffic to your website. Offer your products’ affiliate program, including finding joint venture partners Place a “Tell-a-friend” script on your website Distribute viral screensaver, software or ebooks Online Advertising Jobs © 2011 Consulting Angels Inc. All Rights Reserved.

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Tips for an Effective Ad Know your target audience You must know your target audience towards which you have to gear your advertising campaign. You must refrain from making generic ads which most often fail to grab the attention of your potential customers. Accentuate your competitive advantage You must know all about the pros of your company and accentuate all those factors that give you your competitive edge. It is a well known fact that although several ads are clever, they fail to sell the benefits of the service or product. © 2011 Consulting Angels Inc. All Rights Reserved.

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3) It pays to have an Image Products can be recognized through their packaging or logo. When it comes to promoting or advertising your business, the image counts a lot. Many advertisers do not take efforts to create a consistent image. Advertise in the appropriate places You must take care to advertise in the proper places. For doing this effectively you must know what your audience read, watch, and listen to, and advertise in the proper place to reach your target market. Tips for an Effective Ad © 2011 Consulting Angels Inc. All Rights Reserved.

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5) Diversify You must take care to spread your advertising money around and not put all eggs in the same basket. Many entrepreneurs select the best area to advertise based on potential rate of returns and price and then stop. This may not be the right thing to do. Don’t spread yourself too thin Not every service or product will appeal to everyone. Many entrepreneurs including corporate executives try to devise ways and means to reach every market. This does not work. It can be disastrous for small businesses, who cannot afford to spread themselves too thin. Therefore, find your target audience or market and do everything possible for satisfying that group. Tips for an Effective Ad © 2011 Consulting Angels Inc. All Rights Reserved.

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Test your ads in advance You must test your adverts on other people. You must try and find out if those people accept or understand the message you are trying to convey. Monitor your ads You can easily find out from new clients or customers how they knew about you. Though this method seems to be simple not many entrepreneurs bother to do this. It is better to know which ads generate business. Tips for an Effective Ad © 2011 Consulting Angels Inc. All Rights Reserved.

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Now that you are equipped with the basics, you are ready to apply for your first Online Advertising Job. © 2011 Consulting Angels Inc. All Rights Reserved.

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g ood luck! © 2011 Consulting Angels Inc. All Rights Reserved.

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