The document outlines various strategies for branding and advertising, focusing on display advertising, PPC, and social media methods. It emphasizes the benefits of targeted advertising on platforms like Yahoo, the steps to create and manage display ad campaigns, and the importance of integrating search and display marketing for optimal customer engagement. Additionally, it highlights the role of retargeting and offline promotions in enhancing brand visibility and conversion rates.

1. How to Brand
Yourself!
Improve Your
Business..
Get more
Conversions..

2. Branding requires..
• Display advertising
• PPC (GoogleAdwords)
• CPM (Cost-per-thousand impressions)
• Social Media
• Facebook Ads
• PressRelease
• Offline& Onlinepromotions

3. What is Display Advertising?
• Display advertising isgraphical advertising on
theWorld WideWeb that appearsnext to
content on web pages, IM applications, email,
etc.
• Theseads, often referred to asbanners, comein
standardized ad sizes, and can includetext,
logos, pictures, or morerecently, rich media.

4. Display Ad on Yahoo News:

5. Significant advantage over
otheradvertisements:
• Display advertising hasasignificant advantageover
advertising in magazines, newspapersand TVs
• Targeting options such asdemographic and
behavioural targeting areavailableto laser in on
your audience.
• You can track theperformanceof your campaign
daily to measuremetricssuch asimpressions,
clicks and conversions to calculateyour ROI.

6. Display Advertising on the
Yahoo! Network
• TheYahoo network hassomeof themost-viewed
web pagesacrossany advertising network. Your
businesscould get exposureon sitessuch as:
 Yahoo Finance
 Yahoo Mail
 Yahoo News
 Yahoo Sports
 pluspartner sitesdedicated to avariety of business
niches.

7. Steps forYahoo My Display Ads
• With Yahoo My Display Ads, you can usecustomize
your banner ad by changing text, logo, imageand
background color.
• Therearefour main stepsto createadisplay
campaign using Yahoo My Display Ads. They are:
 Creating an Ad
 Targeting Your Campaign
 Setting up your Budget
 Submitting Your Campaign

8. Creating an Ad:
• Yahoo My Display Adsgivesyou all thetoolsyou
need to easily createbanner adsor upload your own ad
creative.
• Yahoo My Display Adsgivesyou theoption to choose
acustomizablead templatewhereyou can add:
your logo
an image
text
background color

9. Targeting YourCampaign:
With Yahoo My Display Ads, you can target:
• Geographically: You can geographically target at the
National, Stateand/or DMA level
• By Channel: Site-content categoriesin theYahoo
Network. You can select “Run of Network” (Your adsmay
appear on sitesthroughout theYahoo Network aswell as
partners’ sites) or morespecific categories, which will
target your adsto relevant propertiesin theYahoo
Network.
• Demographically: You can target your adsbased on
gender and agegroup.

10. Setting Up YourBudget:
• To set up your budget, you’ll haveto decidewhether you
want to pay by impression (CPM = Cost per 1,000
impressions) or pay by click (CPC = Cost per click). We
will try to display your adsin away that supportsthose
performancegoals.
• Thesystem will suggest amaximum CPM or CPC based on
your mediaselection. You’realso prompted to select a
minimum daily budget.
• Onceyou enter your daily budget, thesystem will estimate
how many impressionsor clicksyou may receivebased on
that budget. Thishelpsyou to align your budget with your
CPM or CPC goals.

11. Submitting YourCampaign:
• Thefinal step in creating your display ad
campaign issimply to click submit! You’ll
begiven theopportunity to review and
confirm your ad(s), your targeting
information and your budget details.
• You can also saveadraft of your campaign
to return to later.

12. Using Display Advertising and
Search Marketing:
• Search and display advertising solutionscan help
your businessattract theright customers. When used
together, search and display advertising can provide
even greater opportunitiesto:
• Reach customersat different pointsin their purchase
cycles.
• Promotespecific messages, promotionsand products
for your business.
• Increasethefrequency in which customersare
exposed to your business.

13. Pay PerClick(PPC):
Theposition of your PPC ad isdependent on both
your bid and your Quality Score, which isbased on
thead'sclick-through rate(CTR) and therelevanceof
thead to thekeyword and thelanding pageit sends
usersto.

14. CPM:
• CPM standsfor cost-per-thousand impressions,
so you pay for each set of athousand viewsof
your ad. You set CPM bidsto tell Googlehow
much you'rewilling to pay for that set of
impressions.
• CPM bidding isbest suited for advertiserswho
arefocused on brand awareness. For advertisers
whosemain goal issalesor websitetraffic, CPC
bidding (pay for each click on your ad) might be
abetter option.

15. Retargeting:
• Retargeting meansdisplaying adsto lost
prospectswho haveleft your web sitein order to
attract them back and convert them into buyers.

16. Social Media &Facebook Ads:
• Providing useful & quality content through SM
profiles.
• Asking clientsto writeREVIEW , Testimonials
• Increasing Followers
• Can reach exact target audiencethrough
Facebook Ads-Branding & increasing followers
• Facebook Adshelpsto increaseTRAFFIC to
your website

17. Offline &Online Promotions:
• OfflinePromotionsincludeBanners, Posturesof
celebration etc
• OnlinePromotion activities(along with PPC, FB
Ads, SMO, etc) also includesAdsin TV & FM.
• Flash - mobs
• PressRelease: eventsand products