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Career Center Ad Sales
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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

Transcript

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