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Getting Started with Digital Advertising 2. Search engine popularity has increasedWorldwide, 88,000,000,000 searchesare conducted on Google per month. 34,000 Per Second 2,000,000 Per Minute 121,000,000 Per Hour3,000,000,000 Per Day 3.
33% of US consumers spend at least 3 hours online every day.
Brief History of Digital Advertising1993 – First Clickable Ad 1994 –“Banner Ad” 1996 – First Ad Server 1998-PPC 2002 2005 2007 2010 5 Looking for ways to increase college enrollment? Try these online Get More Student Applications Online Pay-Per-Click Advertising for College Enrollment..
The Purchase Funnel Increase Brand VisibilityAwareness Impressions & CPM “plasma tv”Microcenter Drive Qualified Traffic Reviews, comparisons, demos Education “Plasma tv reviews” Generate Leads Consideration Newsletter, Email captures, etc. Sign up for secret offers! Sales Purchase Revenue, orders, ROI, ROAS “Buy Sony Bravia 46” Plasma TV” 6.
Defining Goals for Digital Advertising 7. Goal: Drive Traffic to Product, Event, Service 9. Digital Advertising Payment Models CPM Cost Per Thousand Impressions CPC Cost Per Click CPL Cost Per Lead CPA Cost Per Acquisition CPSA Cost Per Social Action 12.
Categorizing Digital Advertising Paid TV Commercial, Web Banner Ad, Paid Search Owned Website, Blog, Facebook Page Earned Blog Mention, Word of Mouth, Buzz POEM 16 College is the pathway to success and a better life; College graduates earn more money and get better jobs; Unemployment rates are lower for college .
900 Million Users You Can Target By: Demographics: Location,Boston +5 miles Language, Education, and Work Women Age, Gender, Birthday, and 21-30 Relationship Status Likes & Interests: Single Select Likes & Interests such as "camping", "hiking", or "backpacking" instead of "tents" or "campers“ Connections 17. Event Poll Video CommentLike Sampling 18.
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Preparing for a Digital Advertising Campaign 22. Preparing: Defining Your Audience • Location Awareness • Language • Education • Work Education • Age • Gender • Birthday Consideration • Relationship Status • HIH • Groups Purchase • Likes • FriendsThink about the people who you want to see your ads 23. Metrics and Measurement• Impressions & Clicks • CTR – click through rate • How many of my ads got clicks? • Clicks/impressions• Return • Conversion Rate • Revenue • ROAS • ROI 24.
Preparing: KeywordsBased on what your audience is interested in instead or what they might be looking tobuy depending on the channel 27. Case Study: International Healthcare Publishing 32.
Case Study: International Healthcare PublishingGoals:• Increase online sales and create buzz for a specialty publication for nurses• Increase dialogue around and awareness of the publication using Facebook as a fan gate and alternative point of purchaseApproach:• Search – Facebook ads and PPC to promote Facebook page• PR – identify and pitch key influencers in online nursing community• Social – created Facebook POS and executed engagement tactics – quizzes, contests, polls 33 Companies like Yahoo! that serve out ads into your browser window get paid by E.g., I'll pay you $2,000 per week for having my company's banner ad at the Example: IBM has used IP targeting to tailor its college recruiting banner ads to .
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Francis SkipperDirector of Search Marketing 415.