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Using Media Buys to Create Awareness & Traffic to Spearhead Your Campaigns
Using Media Buys to Create Awareness & Traffic to Spearhead Your Campaigns
Using Media Buys to Create Awareness & Traffic to Spearhead Your Campaigns
Using Media Buys to Create Awareness & Traffic to Spearhead Your Campaigns
Using Media Buys to Create Awareness & Traffic to Spearhead Your Campaigns
Using Media Buys to Create Awareness & Traffic to Spearhead Your Campaigns
Using Media Buys to Create Awareness & Traffic to Spearhead Your Campaigns
Using Media Buys to Create Awareness & Traffic to Spearhead Your Campaigns
Using Media Buys to Create Awareness & Traffic to Spearhead Your Campaigns
Using Media Buys to Create Awareness & Traffic to Spearhead Your Campaigns
Using Media Buys to Create Awareness & Traffic to Spearhead Your Campaigns
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Using Media Buys to Create Awareness & Traffic to Spearhead Your Campaigns

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Brandon Adcock

Brandon Adcock

Published in: Education, Technology, Business
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  • 1. Media Buys: Why You Should and How it Impacts Search<br />Brandon Adcock 5/19/2010<br />Search Exchange<br />
  • 2. Objectives<br />What is Media Buying<br />How to leverage it<br />How it impacts search<br />Why I shifted focus away from search<br />
  • 3. Media Buying Explained<br />Media Buying is typically considered the act of purchasing a predetermined amount of display media through a contract<br />I Will spend $x over x days<br />All rates are negotiable and can be on CPM, CPC or CPA basis. Usually ~$15-25K Min<br />Signed contracts are called Insertion Orders (IOs)<br />Performance goals need to be assigned<br />Multiple ads for each standard ad size<br />
  • 4. Types of Display Networks<br />Network + Publisher Hybrid<br />Sells inventory from their own sites and inventory on sites they don’t own<br />Yahoo, Microsoft, AOL<br />Network only<br />Sells inventory on other people’s sites<br />24/7 Real Media, Burst, Tribal Fusion, CPX, Pulse360, ContextWeb, Valueclick, AdMob(mobile)<br />Direct from Publisher<br />Sells inventory directly from sites they own<br />Facebook, MySpace<br />
  • 5. Who Does Media Buying<br />Display is not for Brand Advertisers only<br />Great for Direct Response too<br />Credit Scores, Netflix, As Seen on TV, Vacations, Insurance<br />Brand Advertisers want:<br />Awareness/Visibility<br />Brand Recall/Association<br />High Quality<br />Direct Response Advertisers are:<br />Price Sensitive<br />Actively Optimize<br />Strictly ROI Driven<br />
  • 6. Executing & Optimizing<br />Must decide: Branding or DR<br />Set Appropriate goals<br />If DR, must have accurate CPA target<br />After gathering data optimize by<br />Frequency capping<br />Ad creative<br />Blocking sites<br />Demo (Facebook is good for demo data)<br />Day parting<br />Price<br />Landing pages (usertesting.com)<br />Cookie Latency<br />
  • 7. Using Data to Optimize<br />Track every keyword, every ad, every referrer<br />Remove poor performing keywords and ads, block poor performing sites/referrers<br />I even track IP blocks (exclude in Google)<br />Track countries or states, weed out bad ones<br />Remember CTR matters, so don’t cut ads based solely off CVR, look at EPC(earnings per click)<br />Test new headlines, colors, images, call to actions on landing pages with high volume traffic<br />
  • 8. Self Serve Platforms Explained<br />Facebook<br />Huge amounts of inventory<br />Ability to target by age, location, gender, keywords, birthday, sexual orientation, marital status<br />CTR is extremely important (headline & image)<br />MySpace<br />Uses standard ad sizes (300x250 & 728x90 get most impressions)<br />Target by age, gender, area within US, interests<br />Bid high at first 0.8+ then drop bids<br />Google Content<br />Target by keywords or site<br />50-75 keywords per ad group, related terms<br />High CTR = lower CPCs<br />Optimize by dropping keywords or blocking sites<br />Use placement reports<br />
  • 9. Display & Search<br />Push vs Pull<br />Display drives searches<br />Topics<br />Brand<br />Ad copy/slogan<br />Holistic approach is optimal<br />Increased retargeting capabilities/reach<br />Google Content<br />Retargeting Search Users<br />Fetchback (CPA retargeting)<br />
  • 10. Why I Shifted Away<br />Faster<br />Guaranteed delivery<br />Larger barrier to entry<br />Higher Volume<br />9.72 Billion US searches in April 2010<br />Facebook served 50B impressions in Q1 ’10<br />Less hassle, no slaps<br />
  • 11. Thank You<br />

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