Web Advertising Campaigns

SEO
Web Advertising
Campaigns

GCMW177 Search Engine Optimization

SEO
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.)


SEO
Ad Sizes and Specs
Web 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)


SEO
Google AdWords
1. Text and banner ad network
2. Create free account
3. PPC - Don’t pay unless ad is clicked
4. Create a daily budget
5. Place a PPC bid on keywords
6. 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/

SEO
Writing Effective Ad Copy - Text Ads
1. Headline - 25 characters
2. Body copy - 35 characters
3. Headline and copy should have keywords
- Very similar to the title tags of site
4. It’s PPC - don’t deceive and waste clicks

Headline Examples:
SEO Classes Palomar College
Safety Dog Collars
Web Design in San Marcos
Luxury Kitchen Faucets
Tattoo Models in San Diego
North County Skin Care

SEO
Keywords and Matching Options
There 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”)


SEO
Setting Bids
Amazon outbids
No More Rack to
get top spot for
Kindles

1. Advertisers are bidding on certain keywords
2. The more you pay the higher you appear
3. Figure a daily ad spend budget
4. How much is your PPC?
5. What is max bid - .12¢ or $12
6. Narrow down target audience
- “SEO classes in San Diego” instead of “SEO”
7. Track conversions and adjust


SEO
Google AdWords - PPC Estimator


SEO
Yahoo Search Marketing - Rich Media
Banner 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/


SEO
Overlay Ads - Ad appears and animates over the webpage

http://public.yahoo.com/~aklish/properties/news/mitsubishi/mitsubishi_i_overlay.htm

SEO
Pushdown Ads - Ad pushes down web content and takes over top half

http://public.yahoo.com/~pokorny/demos/Southwest/SWA_Pushdowns.htm

SEO
Expanding Ads - Ad breaks out of 300x250 box

http://public.yahoo.com/~wwwads/archives/virgin_mobile/100720/

SEO
Interactive Ads - Mini sites provide video, photos, music and sharing

Link Menu Videos Photos

http://public.yahoo.com/~wwwads/archives/warner_bros/100827/

SEO
Takeover Ads - Large scale, full page ads

Yahoo Mail
log-in page

Link Menu Videos

http://frontpage.solutions.yahoo.com/ads_gallery.html

SEO
YouTube and Video Advertising
Four types of YouTube Ads:

1. Promoted Videos
2. TrueView
3. Brand Channels
4. Homepage

Commerical Showcase -
http://www.youtube.com/t/advertising_content_showcase

http://www.youtube.com/t/advertising_overview


SEO
YouTube Promoted Videos
Paid ads promoting videos relative to search


SEO
YouTube TrueView - Inline
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.


SEO
YouTube TrueView - InSlate
InSlate - Promoted
video ads that
stack up at the
end of viewed
videos. Usuall
related to topic.


SEO
YouTube Brand Channels

Your own custom video channel


SEO
YouTube Home Page Advertising


SEO
YouTube Insight Tracking
View data for a specific video -
What you can track -

1. Views & Popularity - trends and heat map
of where views are coming from
2. Community Engagement - See how many
times viewers rate, favorite, or comment on your videos.
3. Demographics - age and gender of your audience
4. 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


Web Advertising Campaigns

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