Career Center Online Advertising 101<br />Selling<br />Packaging<br />Follow-Through<br />Prepared for:<br />1<br />
Agenda<br />2<br />4. What info do I need and where do I find it?<br />5. Setting expectations – before and after the sale...
Online Ad Sales 101:The Basics<br />CC Sales Team now has opportunity to sell Online Ad Packages<br />Ads can go across al...
Online Ad Sales 101: The Basics<br />Frequently Used Terms<br />Impressions  - number of times an ad is seen or delivered<...
Online Ad Sales 101:  The Basics<br />Many Ways Online Ads are Sold<br />CPM (Cost per thousand) – Ads sold on the number ...
Deciding When to Offer <br />Who is the customer and how many jobs do they promote?<br />What are their objectives/strateg...
Deciding What to Offer<br />Based on their answers – 					you know which packages to offer<br />Suggest packages based on ...
8<br />Gold<br />Online Bundling & Packaging<br />Silver<br />Add-On<br />
Inventory<br />9<br />
Inventory<br />10<br />Career Center Website Leaderboard<br />
11<br />Inventory<br />
Add-Ons<br />12<br /><ul><li>Footer Banner
Added value
Sold separately
Can be added as  incentive
Low impressions</li></ul>Career Center Footer Banner<br />
Gold Package: High Level<br />13<br />$1195<br />
Gold Package: Low Levellevel<br />14<br />$995<br />
Silver Package: High Level<br />15<br />$795<br />
Silver Package: Low Level <br />16<br />$595<br />
Creative Services<br />Creative Services develops original, eye-catching, ads and highly effective calls-to-action.<br />T...
What Info Do I Need & Where Do I Find It<br />Intranet<br />Online Sales Resources<br />Average Site Visits – Google Analy...
Advertising Submission Form <br />19<br />Link to Ad Submission Form <br />
Setting Expectations - Overview<br />Overview<br />Communicate expectations before sale and during campaign<br />Find out ...
Setting Expectations<br />Site Traffic<br />Use monthly averages<br />Page views are a good gauge, but do NOT equal ad imp...
Setting Expectations<br />Ad Impressions<br />We don’t guarantee impressions<br />Impressions numbers are pulled from Doub...
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Career Center Ad Sales

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  • The Basics
  • Need to know basic terminolgy. You may be speaking with someone who knows nowing about online advertising, but you may also talk to someone whose had a lot of experience. Need to speak the language. Explain average CTR
  • Career Center Ad Sales

    1. 1. Career Center Online Advertising 101<br />Selling<br />Packaging<br />Follow-Through<br />Prepared for:<br />1<br />
    2. 2. Agenda<br />2<br />4. What info do I need and where do I find it?<br />5. Setting expectations – before and after the sale<br />6. Wrap Up and Q&A<br />1. Online Advertising 101<br />2. Deciding when and what to offer<br />3. Ad Package Bundles<br />
    3. 3. Online Ad Sales 101:The Basics<br />CC Sales Team now has opportunity to sell Online Ad Packages<br />Ads can go across all boards within same industry<br />You can also “fix” an ad to a particular boards<br />Ads are “served” out of an ad serving system called Doubleclick – premiere serving/tracking engine<br />We can report on impressions, clicks & CTRs<br />3<br />
    4. 4. Online Ad Sales 101: The Basics<br />Frequently Used Terms<br />Impressions - number of times an ad is seen or delivered<br />Clicks – number of times a user click on an ad<br />CTRs (Click Through Rate)– clicks divided by impressions<br />Open Rate – number of emails opened divided by number sent<br />4<br />
    5. 5. Online Ad Sales 101: The Basics<br />Many Ways Online Ads are Sold<br />CPM (Cost per thousand) – Ads sold on the number of impressions delivered. Ads stay up until they deliver the agreed on number. Not based on a given time period.<br />Fixed rate – ads sold at flat rate for a given time period<br />Career Center packages are sold on Fixed Cost or Time basis<br />5<br />
    6. 6. Deciding When to Offer <br />Who is the customer and how many jobs do they promote?<br />What are their objectives/strategy?<br />Recruitment Marketing<br />How do they plan to measure success<br />What is their budget?<br />Do they have creative they could repurpose?<br />6<br />
    7. 7. Deciding What to Offer<br />Based on their answers – you know which packages to offer<br />Suggest packages based on their needs<br />Tailor campaign to specific initiatives<br />If they already have creative, suggest the same ad units<br />Give them several options based on budget<br />Make sure to consider campaign expectations– be realistic<br />7<br />
    8. 8. 8<br />Gold<br />Online Bundling & Packaging<br />Silver<br />Add-On<br />
    9. 9. Inventory<br />9<br />
    10. 10. Inventory<br />10<br />Career Center Website Leaderboard<br />
    11. 11. 11<br />Inventory<br />
    12. 12. Add-Ons<br />12<br /><ul><li>Footer Banner
    13. 13. Added value
    14. 14. Sold separately
    15. 15. Can be added as incentive
    16. 16. Low impressions</li></ul>Career Center Footer Banner<br />
    17. 17. Gold Package: High Level<br />13<br />$1195<br />
    18. 18. Gold Package: Low Levellevel<br />14<br />$995<br />
    19. 19. Silver Package: High Level<br />15<br />$795<br />
    20. 20. Silver Package: Low Level <br />16<br />$595<br />
    21. 21. Creative Services<br />Creative Services develops original, eye-catching, ads and highly effective calls-to-action.<br />The team is available for both consultation and creative services engagements. <br />17<br />$85/hr<br />1 hr <br />min<br />
    22. 22. What Info Do I Need & Where Do I Find It<br />Intranet<br />Online Sales Resources<br />Average Site Visits – Google Analytics<br />Average Subscriber Numbers – Exact Target<br />Online Ad Media kits and sell sheets<br />Glossary of Terms & General info<br />Campaign case studies – wins<br />Contact Nancy or Teryl<br />18<br />
    23. 23. Advertising Submission Form <br />19<br />Link to Ad Submission Form <br />
    24. 24. Setting Expectations - Overview<br />Overview<br />Communicate expectations before sale and during campaign<br />Find out how much they know about industry averages and what their expectations for the campaign are<br />Make sure their benchmarks are realistic <br />20<br />
    25. 25. Setting Expectations<br />Site Traffic<br />Use monthly averages<br />Page views are a good gauge, but do NOT equal ad impressions<br />Job Flash Subscribers<br />Number Sent does not equal ad impressions<br />21<br />
    26. 26. Setting Expectations<br />Ad Impressions<br />We don’t guarantee impressions<br />Impressions numbers are pulled from Doubleclick/Operative (third-party ad serving system)<br />Use traffic or site page views to get an idea of impressions…or call for assistance<br />CTR’s<br />Never promise CTR’s – depends on many factors<br />22<br />
    27. 27. Setting Expectations: Follow-Through<br />Reporting<br />We can provide monthly reports including impressions, clicks and CTR’s<br />Reports show cumulative total for year – broken out by month<br />23<br />
    28. 28. Set Expectations… Yet Highlight Campaign Successes<br />24<br />Early campaigns delivered significantly higher than average CTRs<br />
    29. 29. Wrap-Up and Questions<br />Let’s work together to sell tons of ad packages during the 2nd half of 2011<br />Let’s get creative!<br />Let’s meet & exceed quotas<br />25<br />
    30. 30. Contact Info <br />26<br />Nancy Morgan<br />nmorgan@affiniscape.com<br />Skype: nmorgan_assnmedianetwork<br />Ext 6045<br />Teryl Henderson<br />thenderson@affiniscape.com<br />Skype:thenderson_amn<br />Ext 6042<br />

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