ONLINE ADVERTISING. Nobody reads ads. People read what interests them, and sometimes it s an ad.

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1 ONLINE ADVERTISING Nobody reads ads. People read what interests them, and sometimes it s an ad. - Howard Luck Gossage, advertising innovator and iconoclast during the Mad Men era By Rebecca L. Cooney, MSC Clinical Assistant Professor Washington State University

2 PAID SOLUTIONS Advertising can be an effective solution in generating revenue, increasing reach and connecting with new customers. If executed well and to the right audience, it builds brand awareness, informs, educates, motivates consumers to try out a product or service, and changes consumer attitudes, beliefs or behaviors.

3 Visually-based Ads (banner, paid social) Analytics tracking impressions, views, click-thru rates, CPC) ONLINE AD CAMPAIGN ELEMENTS marketing Text-based ads Re-targeting tracking users who do not make purchase off landing page Sponsored content The most effective advertising campaigns combine numerous interconnected elements, all of which perform unique functions to maximize the campaign s potential Call tracking Landing pages Wordstream (suite of online marketing tools) SOURCE: Wordstream.com Online Advertising

4 PAID SEARCH PPC stands for pay-per-click, a model of internet marketing in which advertisers pay a fee each time one of their ads is clicked. Essentially, it s a way of buying visits to your site, rather than attempting to earn those visits organically. WordStream A paid search campaign is set up for the organization to set bids against key terms and phrases that when typed in by a user, have an increased likelihood to display on search engines like Google, Bing, Yahoo, etc. Paid search centers around key words as part of what is called an ad auction. Once keywords are identified, the advertiser creates text-based ads that are grouped with the affiliated key words. The advertiser then designates how much they want to spend (costper-click) on each ad based on the potential success and reach of the keywords.

5 EXAMPLE PAID SEARCH Google Adwords Google AdWords is an online advertising service that enables you to create your own ads to appear on relevant Google search results pages, as well as on other AdWordsenabled websites. Companies that want to promote their services use AdWords to advertise for acquisition of new customers and to reclaim former customers. Note that Google AdSense is an entirely separate program that enables content creators to monetize their sites via displayed ads. Content creators and publishers participate in the AdSense program as a source of revenue.

6 EXAMPLE PAID SOCIAL Facebook Ads In paid social, advertisers set up ads to target user profile information such as pages they like, topics they follow, products they purchase, where they live, education level, job title, etc. PAID SOCIAL Paid [social] is about creating posts that both grab attention and stand out in the cluttered social media newsfeed, but also clearly build your brand The best social ads include the elements of interruption marketing as well as permission marketing. They are interesting posts that people would choose to share and look at, but are also clearly building business value Krista Neher, contributing author at ClickZ

7 DISPLAY ADS Display advertising (banner advertising) is a form of advertising that conveys a commercial message visually using text, logos, animations, videos, photographs, or other graphics Kasatria.com

8 Mobile advertising (appear on smartphones, tablets and other handheld devices as pop-up notifications or banners) In-game ads (exist within games) AdMob ads (ads and offers that appear within mobile applications that appear as text, image or interstitial) ads (ads that are sent to users via mail to promote products or offers and other product or company features) OTHER TYPES of Paid Advertising For more information about online advertising on specific social channels, visit the channel and search advertising for the latest information on creating and placing ads. Video ads (WordStream Online Advertising, n.d.)

9 OTHER TYPES OF ONLINE ADS Mobile advertising (appear on smartphones, tablets and other hand-held devices as pop-up notifications or banners) In-game ads (exist within games) AdMob ads (ads and offers that appear within mobile applications that appear as text, image or interstitial) ads (ads that are sent to users via mail to promote products or offers and other product or company features) Video ads