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Geary LSF University Presents: Digital media 101
 

Geary LSF University Presents: Digital media 101

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Geary LSF's Growth & Development committee presents Digital Media 101, a powerpoint about the basics of paid search, PPC, SEM, Display advertising and more. Learn how-to do PPC and more with this ...

Geary LSF's Growth & Development committee presents Digital Media 101, a powerpoint about the basics of paid search, PPC, SEM, Display advertising and more. Learn how-to do PPC and more with this presentation by Geary LSF's Paid Media experts.

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  • CPMCost per thousand (Roman numeral M) BRANDING Standard pricing metric in traditional media, print and TV. Traditionally counted as unique ad exposures. In digital media, CPM refers to ad impressions– every time an ad unit is displayed in a browser..CPC:Cost per Click typically used for DIRECT RESPONSE Price paid by an advertiser to a publisher only when a user clicks on an ad. Similar to search an advertiser does not pay on impression basis.CPA:Cost per Action / Acquisition DIRECT RESPONSE Price paid by an advertiser to a publisher when a user completed a desired, pre-defined activity. Usually captured via cookies.Sponsorship / CPD:Publishers work closely with advertisers to create ad content suited for a specific placement. Unique opportunities for a single advertiser to obtain a large “share of voice” on a publisher’s site. Offers Complete Share of Voice Most often priced on a per day (CPD), or per week or per month arrangement
  • Explain direct sales. Explain concept of selling remnant inventory.This type of selling ad inventory is very similar to what a newspaper would do. When you want to advertise in a newspaper you can ring them up and tell them that in the next issue you would like to have an ad of a certain size on the first page. Or you you say you want to run in the sports section. That‘s direct sales. Or you say you don‘t mind where the ad appears as long as it‘s in the next issue of that particular newspaper.If you buy simple banner ads you usually pay on a CPM basis. And you get a guarantee of a certain amount of impressions. So, in the end you might agree on getting 2M impressions over the time of one week for a CPM of $35. Deciding exactly where you want to appear is, of course, more expensive than running on remnant inventory.“
  • Source: Compete Study, October 2012
  • As an aggregate, the more specific long tail terms often produce the stronger conversion rates, better ROI, etc.
  • Paid search is high touch and constantly changing. Strong PPC campaigns

Geary LSF University Presents: Digital media 101 Geary LSF University Presents: Digital media 101 Presentation Transcript