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Introduction to Online
Advertising
Andrew Yang (@yang_ers)
Search Evangelist, Microsoft Canada

@bing_ads | @yang_ers
Modules we have designed
Creating a PPC Campaign
for your business

SEO and PPC Deep Dive

Introduction Online
Advertising...
4 P’s of Marketing
Price

Product

Customer

Placem
ent
@bing_ads | @yang_ers

Promoti
on
Marketing Funnel

Awareness
Consideration
Conversion
@bing_ads | @yang_ers
Agenda

1. Overview of the Advertising Industry
2. Why Online Adverting?
3. Different Types of Online Advertising
• Search...
Each Advertising’s medium effectiveness

@bing_ads | @yang_ers
@bing_ads | @yang_ers
Where is the Canadian Advertising
Market at?

@bingads | @yang_ers
Advertiser
confidence
in Canada
remains
strong,
as total
advertising
investment
in 2012
grew 5.1%
compared to
overall GDP
...
Digital ad
spending
growth
surpasses
all other
forms of
advertising
media in
Canada

@bing_ads | @yang_ers
Digital ad
growth was
15.4% in
2012,
equating to
21.9% of
total media
ad spending
in the
country

@bing_ads | @yang_ers
Search and
display have
consistently
accounted
for more
than threequarters of
Canada’s
total digital
advertising

@bing_ad...
What is the draw for online
advertising?

@bing_ads | @yang_ers
@bing_ads | @yang_ers
Online Statistics
Six Motivations for Web Usage
1. Information
2. Communication

3. Entertainment
4. Creation

5. Transact...
Other Online Advertising Stats

Canadians 18 to 48 spent…
• An average of 23.3 hours per week online1
• An average of 19.3...
I know half my advertising isn't
working, I just don't know which
half."
William Lever, founder of Unilever

@bing_ads | @...
How to think about Online Advertising

Search

• Organic
• Paid

Display

• Web Banners
• Rich Media

Social
@bing_ads | @...
Question…..
How many times today were
you looking for something?
@bing_ads | @yang_ers
On Bing….

In 2013 Canadians Searched for:
229995

5405

9231

Tirecraft

Firestone

@bing_ads | @yang_ers

19251

21115

...
Consumers Seek Local Information
30% of all search queries have local intent

40% of offline transactions start with onlin...
Wouldn’t it be great if you
could…
Control your message
Target the right audience
Always appear at position #1
Measure you...
Search Engine Results Page (SERP)
Search – Statement of Intent

Paid

Organic

@bing_ads | @yang_ers

23
Pay Per Click vs. Search Engine Optimization
Search Engine Marketing (SEM)
Also called…
Pay per Click (PPC)
Paid Search
Sp...
Paid vs. Organic Result (Query – Winter Tires)
Paid

Anatomy of a Result

Organic

@bing_ads | @yang_ers

1.
2.
3.
4.

Ad ...
=
@bing_ads | @yang_ers

26
Search Engine Results Page (SERP) - Local
Paid

Local Listings are:

• Queries based on IP and

Local
Listings

@bing_ads ...
Benefits of Bing Places for Business
www.bingplaces.com
 Enables businesses to claim listings
and be found by millions of...
Simple Sign Up in 3 Steps
Step 1
•
•
•

Find your business on Bing, OR
Create a new business listing
Support bulk upload

...
Display Advertising

@bing_ads | @yang_ers
Display Advertising
Engagement

@bing_ads | @yang_ers
Display Advertisements
IAB Standard Banner Sizes

@bing_ads | @yang_ers
Terminology
Acquisition Metrics

Search
•
•

Function of “relevancy” and the bid is your
rank on the paid search area
Amou...
Social Media

http://www.pcworld.com/article/2043243/how-to-boot-todesktop-mode-in-windows-8-1.html

@bing_ads | @yang_ers
Oreo’s Social Media Campaign
Quick Cases Study on the SuperBowl Tweet

@bing_ads | @yang_ers
Because of
rising social
uptake in
Canada, soci
al network
ad spending
will exceed
10% of total
digital ad
investment
by 2...
Social Media Advertising
Amplifying the Conversation

@bing_ads | @yang_ers
Review Sites – Yelp, Foursquare, etc…

@bing_ads | @yang_ers
Future Online Advertising
Trends

@bing_ads | @yang_ers
mCommerce: Canadian internet users are using their
mobile devices for shopping related activities
Internet users in Canada...
Multi-tasking

Investigative

Social

Intent-based

Content Grazing Spider-Webbing

Quantum

Different content across
devi...
Content Grazing

Investigative

Social

Quantum

9am-12pm

12pm-3pm
3pm-6pm
6pm-9pm
9pm-12am

@bing_ads | @yang_ers

Time ...
The tablet

The Explorer

The mobile
phone
The Lover

The PC

Games console

The television

The Sage

The Jester

The Eve...
Wrap Up

@bing_ads | @yang_ers
Takeaways
Online Advertising is one of the most measurable and effective
forms of advertising available
2. Take advantage ...
- Bing Ads Blog -

http://community.bingads.microsoft.com/ads/en/bingads/b/blog/
- Bing Ads Twitter Handle - @Bing Ads
- L...
@bing_ads | @yang_ers
@bing_ads | @yang_ers
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Mindshift: Intro To Online Advertising

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Mindshift: Intro To Online Advertising

  1. 1. Introduction to Online Advertising Andrew Yang (@yang_ers) Search Evangelist, Microsoft Canada @bing_ads | @yang_ers
  2. 2. Modules we have designed Creating a PPC Campaign for your business SEO and PPC Deep Dive Introduction Online Advertising @bing_ads | @yang_ers
  3. 3. 4 P’s of Marketing Price Product Customer Placem ent @bing_ads | @yang_ers Promoti on
  4. 4. Marketing Funnel Awareness Consideration Conversion @bing_ads | @yang_ers
  5. 5. Agenda 1. Overview of the Advertising Industry 2. Why Online Adverting? 3. Different Types of Online Advertising • Search • Display • Social 4. Future of Online @bing_ads | @yang_ers
  6. 6. Each Advertising’s medium effectiveness @bing_ads | @yang_ers
  7. 7. @bing_ads | @yang_ers
  8. 8. Where is the Canadian Advertising Market at? @bingads | @yang_ers
  9. 9. Advertiser confidence in Canada remains strong, as total advertising investment in 2012 grew 5.1% compared to overall GDP growth of 1.4% @bing_ads | @yang_ers
  10. 10. Digital ad spending growth surpasses all other forms of advertising media in Canada @bing_ads | @yang_ers
  11. 11. Digital ad growth was 15.4% in 2012, equating to 21.9% of total media ad spending in the country @bing_ads | @yang_ers
  12. 12. Search and display have consistently accounted for more than threequarters of Canada’s total digital advertising @bing_ads | @yang_ers
  13. 13. What is the draw for online advertising? @bing_ads | @yang_ers
  14. 14. @bing_ads | @yang_ers
  15. 15. Online Statistics Six Motivations for Web Usage 1. Information 2. Communication 3. Entertainment 4. Creation 5. Transaction 6. Surfing Canadian Share of Web Session by Motive throughout the Day @bing_ads | @yang_ers
  16. 16. Other Online Advertising Stats Canadians 18 to 48 spent… • An average of 23.3 hours per week online1 • An average of 19.3 hours a week watching TV1 Short term Offline Sales Lift for CPG Brands3 9% @bing_ads | @yang_ers “...digital is more measurable than anything else we do.” Benjamin Jankowski Global Account Director, Omnicom Media Group 8% TV (BehaviourScan) Target and Measure Internet (comScore) 1. http://www.huffingtonpost.ca/2013/04/25/tv-viewership-canada-online_n_3156176.html 2. comScore AdEffx Offline Sales Lift for Internet; IRI BehaviorScan for TV
  17. 17. I know half my advertising isn't working, I just don't know which half." William Lever, founder of Unilever @bing_ads | @yang_ers
  18. 18. How to think about Online Advertising Search • Organic • Paid Display • Web Banners • Rich Media Social @bing_ads | @yang_ers • Twitter, Facebook • Yelp, Trip Advisor
  19. 19. Question….. How many times today were you looking for something? @bing_ads | @yang_ers
  20. 20. On Bing…. In 2013 Canadians Searched for: 229995 5405 9231 Tirecraft Firestone @bing_ads | @yang_ers 19251 21115 Michelin Winter Tires Source: Bing Ads Intelligence – Jan. 2014 pull Tires 20
  21. 21. Consumers Seek Local Information 30% of all search queries have local intent 40% of offline transactions start with online search 48% of mobile and 36% of PC searchers visit a local business @bing_ads | @yang_ers
  22. 22. Wouldn’t it be great if you could… Control your message Target the right audience Always appear at position #1 Measure your ROI @bing_ads | @yang_ers
  23. 23. Search Engine Results Page (SERP) Search – Statement of Intent Paid Organic @bing_ads | @yang_ers 23
  24. 24. Pay Per Click vs. Search Engine Optimization Search Engine Marketing (SEM) Also called… Pay per Click (PPC) Paid Search Sponsored Listings Search Engine Optimization (SEO) Also called… Natural Search Organic Search Pay-per-click, paid search, denotes a cost paid by a marketer for every click through of a search listing Search engine optimization, natural or organic search (natural = organic) Links that appear at the top and to the right of the search results @bing_ads | @yang_ers Links that appear in the body of the search results 24
  25. 25. Paid vs. Organic Result (Query – Winter Tires) Paid Anatomy of a Result Organic @bing_ads | @yang_ers 1. 2. 3. 4. Ad Title Display URL Ad Copy Sitelink Extensions 25
  26. 26. = @bing_ads | @yang_ers 26
  27. 27. Search Engine Results Page (SERP) - Local Paid Local Listings are: • Queries based on IP and Local Listings @bing_ads | @yang_ers location keywords • Part of the SEO or organic aspect of search • Beneficial in helping customers find your store • Increasing relevancy and driving traffic to your site and store
  28. 28. Benefits of Bing Places for Business www.bingplaces.com  Enables businesses to claim listings and be found by millions of Bing users  Engaging customers searching online before they step foot in your store  Enriched business information drives higher online conversion  Easy to use and takes minutes to complete @bing_ads | @yang_ers
  29. 29. Simple Sign Up in 3 Steps Step 1 • • • Find your business on Bing, OR Create a new business listing Support bulk upload @bing_ads | @yang_ers Step 2 • • Verify ownership via mail or phone Agency verification process supported Step 3 • Listings show up on Bing search results on PC, tablet and mobile devices
  30. 30. Display Advertising @bing_ads | @yang_ers
  31. 31. Display Advertising Engagement @bing_ads | @yang_ers
  32. 32. Display Advertisements IAB Standard Banner Sizes @bing_ads | @yang_ers
  33. 33. Terminology Acquisition Metrics Search • • Function of “relevancy” and the bid is your rank on the paid search area Amount you bid = Cost Per Click (CPC) Display • • Anything from text ads, video ads, expandable ads CPM = Cost per impression / Cost per Mille (m = 1000 page views) • $20 CPM  $20 for 1000 views @bing_ads | @yang_ers Efficiency Metrics Other Metrics • • • • CTR = Click through rate, proxy of how “effective” your ad is CPA = Cost per acquisition, used to measure the marketing spend ROI = Return on Investment, usually an internal measure for the effectiveness of the online advertising campaign Impressions = How many times your ads has been seen
  34. 34. Social Media http://www.pcworld.com/article/2043243/how-to-boot-todesktop-mode-in-windows-8-1.html @bing_ads | @yang_ers
  35. 35. Oreo’s Social Media Campaign Quick Cases Study on the SuperBowl Tweet @bing_ads | @yang_ers
  36. 36. Because of rising social uptake in Canada, soci al network ad spending will exceed 10% of total digital ad investment by 2015 @bing_ads | @yang_ers
  37. 37. Social Media Advertising Amplifying the Conversation @bing_ads | @yang_ers
  38. 38. Review Sites – Yelp, Foursquare, etc… @bing_ads | @yang_ers
  39. 39. Future Online Advertising Trends @bing_ads | @yang_ers
  40. 40. mCommerce: Canadian internet users are using their mobile devices for shopping related activities Internet users in Canada who would use a mobile app for grocery shopping, Jul 20131 Age Distribution 43% 26% 18-34 35-55 18% Canadian internet users are starting to use their mobile for shopping activities. 28% of users use a mobile app for grocery shopping. Users in the younger age group and high income brackets tend to use grocery apps the most.1 Of all mobile shopping activities, most users research product information and check prices of an item on their phones while in store.2 55+ Mobile Shopping Activities* of Internet Users in Canada, June 20132 % of respondents Researched product information 24% Checked the price of an item in phone while in store 16% Downloaded and used and app for a retailer 12% Used a coupon on phone to save in-store 12% Purchased a product or service on phone 11% Used a QR code to find out more information about the product 11% Note: “Definitely” and “likely use” * Conducted on a mobile phone • Sources: 1) RetailMeNot.com, “Shoppers Trend Report” conducted by Ipsos Public Affairs, Aug 2013; 2) Ipsos Canada, “eNation” survey, Aug 2013 @bing_ads | @yang_ers 40
  41. 41. Multi-tasking Investigative Social Intent-based Content Grazing Spider-Webbing Quantum Different content across devices at the same time Related content across devices sequentially @bing_ads | @yang_ers Related content across devices at the same time
  42. 42. Content Grazing Investigative Social Quantum 9am-12pm 12pm-3pm 3pm-6pm 6pm-9pm 9pm-12am @bing_ads | @yang_ers Time periods over-indexing for each device. Darker shades = multi-screen activity is more likely in this time period Games console usage is directional due to relatively low incidence in multi-screening globally.
  43. 43. The tablet The Explorer The mobile phone The Lover The PC Games console The television The Sage The Jester The Everyman Pleasureseeking Communication Informationseeking Active entertainment Passive entertainment Discovery and exploration Connection and belonging Learning and depth Fun and achievement Relaxation and comfort @bing_ads | @yang_ers
  44. 44. Wrap Up @bing_ads | @yang_ers
  45. 45. Takeaways Online Advertising is one of the most measurable and effective forms of advertising available 2. Take advantage of the measurability of Online Advertising to drive the right ROI for your business 3. Do what is RIGHT for your business 1. @bing_ads | @yang_ers
  46. 46. - Bing Ads Blog - http://community.bingads.microsoft.com/ads/en/bingads/b/blog/ - Bing Ads Twitter Handle - @Bing Ads - Like us on Facebook - facebook.com/BingAds - Bing Ads Training Materials http://advertise.bingads.microsoft.com/en-ca/courses - Become an Accredited Professional (free to take) www.bingadspro.com/ca @bing_ads | @yang_ers 46
  47. 47. @bing_ads | @yang_ers
  48. 48. @bing_ads | @yang_ers

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