How does your banner ad get not only noticed, but clicked? Internet users are bombarded with ads. Some are obnoxious looking and sounding. Some just get in the way. We'll talk about how to stand out and stay within a reasonable budget. The lecture is an overview of how to create a web advertising campaign using various ad tools like Google Adwords, YouTube, and Yahoo! Search Marketing. What is the difference between PPC, CPM, CTR, and KFC? We will cover Rich Media ads on Yahoo! takeover ads, overlay ads, expanded ads, and interactive ads. This is just skimming the surface, but will get us rolling.

1. SEO
Web Advertising
Campaigns
GCMW177 Search Engine Optimization

2. SEO
Ad Costing Terms
PPC: Pay per Click
- Only pay when user clicks ad
CTR: Click-through-Rate
- Number of clicks divided by the number of times the ad is shown
CPM: Cost per thousand impressions
- Ex: 10,000 ad impressions @ .15¢ CPM = $1.50
CPA: Cost per aquisition
- Only pay for each conversion (sale, lead, download, etc.)
GCMW177 Search Engine Optimization

3. SEO
Ad Sizes and Specs
Web ads come in a variety of formats - Flash animated, animat-
ed gifs, static jpegs or video .
A Few Common Sizes:
300 x 250 - (Medium Rectangle)
250 x 250 - (Square Pop-Up)
728 x 90 - (Leaderboard)
240 x 400 - (Vertical Rectangle)
336 x 280 - (Large Rectangle)
180 x 150 - (Rectangle)
160 x 600 - (Wide Skyscraper)
120 x 600 - (Skyscraper)
GCMW177 Search Engine Optimization

4. SEO
Google AdWords
1. Text and banner ad network
2. Create free account
3. PPC - Don’t pay unless ad is clicked
4. Create a daily budget
5. Place a PPC bid on keywords
6. Can estimate your keyword costs and clicks
Three Levels - Account, Campaign Ad Group
- Account - info, email, time zone, currency
- Campaign - targeted keywords, demographic, seasonal offer
- Ad Group - can have several groups with related ads
http://adwords.google.com/
GCMW177 Search Engine Optimization

5. SEO
Writing Effective Ad Copy - Text Ads
1. Headline - 25 characters
2. Body copy - 35 characters
3. Headline and copy should have keywords
- Very similar to the title tags of site
4. It’s PPC - don’t deceive and waste clicks
Headline Examples:
SEO Classes Palomar College
Safety Dog Collars
Web Design in San Marcos
Luxury Kitchen Faucets
Tattoo Models in San Diego
North County Skin Care
GCMW177 Search Engine Optimization

6. SEO
Keywords and Matching Options
There are 4 different methods -
1. Broad Match: Google Adwords default option. Ads will display while
users search in any order. (Ex: seo classes, classes for seo)
2. Phrase Match: Ads will display for searches in same order with other
words. (Ex: “SEO classes at Palomar” “SEO Palomar”)
3. Exact Match: Ads will display while users search for the exact word.
(Ex: “SEO classes”)
4. Negative Keyword: Add negative sign before keyword if you DON’T
want ad to appear with keyword search. (Ex: “-Free SEO classes”)
GCMW177 Search Engine Optimization

7. SEO
Setting Bids
Amazon outbids
No More Rack to
get top spot for
Kindles
1. Advertisers are bidding on certain keywords
2. The more you pay the higher you appear
3. Figure a daily ad spend budget
4. How much is your PPC?
5. What is max bid - .12¢ or $12
6. Narrow down target audience
- “SEO classes in San Diego” instead of “SEO”
7. Track conversions and adjust
GCMW177 Search Engine Optimization

8. SEO
Google AdWords - PPC Estimator
GCMW177 Search Engine Optimization

9. SEO
Yahoo Search Marketing - Rich Media
Banner Ads are no longer static. You need to get noticed. The next few
pages are examples of Yahoo! Rich Media ads.
Rich Media Demo Video:
http://public.yahoo.com/~wwwads/salesdemo/2011/montage.html
Ad Gallery:
http://advertising.yahoo.com/ad-collection/
GCMW177 Search Engine Optimization

10. SEO
Yahoo Search Marketing - Rich Media
Overlay Ads - Ad appears and animates over the webpage
http://public.yahoo.com/~aklish/properties/news/mitsubishi/mitsubishi_i_overlay.htm
GCMW177 Search Engine Optimization

11. SEO
Yahoo Search Marketing - Rich Media
Pushdown Ads - Ad pushes down web content and takes over top half
http://public.yahoo.com/~pokorny/demos/Southwest/SWA_Pushdowns.htm
GCMW177 Search Engine Optimization

12. SEO
Yahoo Search Marketing - Rich Media
Expanding Ads - Ad breaks out of 300x250 box
http://public.yahoo.com/~wwwads/archives/virgin_mobile/100720/
GCMW177 Search Engine Optimization

13. SEO
Yahoo Search Marketing - Rich Media
Interactive Ads - Mini sites provide video, photos, music and sharing
Link Menu Videos Photos
http://public.yahoo.com/~wwwads/archives/warner_bros/100827/
GCMW177 Search Engine Optimization

14. SEO
Yahoo Search Marketing - Rich Media
Takeover Ads - Large scale, full page ads
Yahoo Mail
log-in page
Link Menu Videos
http://frontpage.solutions.yahoo.com/ads_gallery.html
GCMW177 Search Engine Optimization

15. SEO
YouTube and Video Advertising
Four types of YouTube Ads:
1. Promoted Videos
2. TrueView
3. Brand Channels
4. Homepage
Commerical Showcase -
http://www.youtube.com/t/advertising_content_showcase
http://www.youtube.com/t/advertising_overview
GCMW177 Search Engine Optimization

16. SEO
YouTube Promoted Videos
Paid ads promoting videos relative to search
GCMW177 Search Engine Optimization

17. SEO
YouTube TrueView - Inline
Inline - After 5 seconds of ad viewing, gets a choice
to continue to content or watch an ad.
Advertiser Pays only
when the viewer
has watched 30 sec-
onds of an ad or to
its completion, for
example, if it’s a 15
second ad.
GCMW177 Search Engine Optimization

18. SEO
YouTube TrueView - InSlate
InSlate - Promoted
video ads that
stack up at the
end of viewed
videos. Usuall
related to topic.
GCMW177 Search Engine Optimization

19. SEO
YouTube Brand Channels
Your own custom video channel
GCMW177 Search Engine Optimization

20. SEO
YouTube Home Page Advertising
GCMW177 Search Engine Optimization

21. SEO
YouTube Insight Tracking
View data for a specific video -
What you can track -
1. Views & Popularity - trends and heat map
of where views are coming from
2. Community Engagement - See how many
times viewers rate, favorite, or comment on your videos.
3. Demographics - age and gender of your audience
4. Discovery - Find out how people discovered your video.
5. Audience Attention - hot and cold, bounce and rewind rate
http://www.youtube.com/t/advertising_insight
GCMW177 Search Engine Optimization