Online advertising. A brief introduction to Ad-networks Prepared by: Anna Alikhani

Transcription

1 Online advertising A brief introduction to Ad-networks Prepared by: Anna Alikhani

2 Ad Networking or Banner Dealing Business Overview in Iran It seems that the market is ruled with old dinosaurs, with the 90s American attitude. Companies are digital banner dealers, and what really matter is how much advertisers want to spend money, and not target audiences or marketing/sales goals. A place for big companies to show off in high rank websites. Websites that make their ad spots smaller everyday, and increases the numbers in every page!

3 Simple, but Necessary Business Idea Clickyab.com or any adnetwork works as a bridge between advertisers and publishers. It is necessary to create a healthy and meaningful echo system between the all sides. Advertisers Clickyab.com Publishers

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5 Advertising channels/ Ad-networks There are two different channels for advertising online which are Mobile (in-app) and web. The targeting method are almost the same with some specific facilities that we could use in mobile. Targeting by device, brand, specific location (using BTS cells), operator and Internet usage is possible through in-app advertising.

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7 Types of online advertising Newbie advertising, or wally advertising CPM CPC CPA CPI Affiliate marketing

8 Old-style, offline-style advertising Advertising online basically follows the principle that you will advertise on someone else's website, to drive traffic to your website, to achieve an end goal, which may be to generate a sale on an e-commerce shop, to generate an enquiry, a mailing list signup, or a telephone call. A significant amount of money is wasted on the first form of online advertising. This is because it is identical to the old-style, offline advertising. You basically pay a fixed fee for your advert to appear on a website for a fixed period of time.

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10 Newbie advertising, or wally advertising There is very little point in advertising online like this. You are taking all of the risk and the company displaying your ad is taking no risk at all. Sometimes, this form of advertising is justified, but only if you have a specific reason for advertising on a specific website that doesn't offer any of the other advertising methods. And if you are absolutely certain that it is going to work.

11 Technical terms

12 CTR Click-through rate (CTR) is the ratio of users who click on a specific link to the number of total users who view a page, , or advertisement. It is commonly used to measure the success of an online advertising campaign for a particular website as well as the effectiveness of campaigns. CTR can be used to gauge how well your keywords and ads are performing.

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14 CTR CTR is the number of clicks that your ad receives divided by the number of times your ad is shown: clicks impressions = CTR. For example, if you had 5 clicks and 1000 impressions, then your CTR would be 0.5%. You can use CTR to gauge which ads and keywords are successful for you and which need to be improved. The more your keywords and ads relate to each other and to your business, the more likely a user is to click on your ad after searching on your keyword phrase.

15 What is Good banner? 1. Carefully Consider Color 2. Clear Call to Action 3. Important Information

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17 Ad Formats

18 Standard Ad Banners Accepted IAB display ad formats in our platform include , , , , , , , , , , ,

19 Mobile ads formats IAB mobile ad formats include 320x50, 300x250, 320x480, 728x90, 300x250

20 CPM Cost-per-Mille (CPM) is a pay structure designed to generate brand awareness which means that rather than paying for a fixed period of time that your advert will be displayed, you pay for a fixed number of times that your advert will be displayed. This number is usually a multiple of 1,000 and you pay per thousand, or "per mille".

21 CPM This takes a little bit of the risk out of the advertising because if the advert isn't displayed to the numbers of people they claimed it would be, then it doesn't cost you for the people who never saw your advert. However, you are still taking a risk on whether the advert will generate any clicks through to your website or not. CPM = 10 CTR CPC Total cost= CPM x Impression/1000

22 CPC Pay-per-click advertising (sometimes called cost per click, CPC) takes away all of this risk, because you are effectively getting your advertising for free. You only pay for the visitors that actually click on the advert and visit your website. This method is now really starting to use the technological advantages that the internet provides.

23 CPC This is how advertising on Google works (and Bing and Yahoo). Obviously Google "gets" the internet. Unless you have a specific reason for advertising somewhere using CPM (or newbie advertising) then this should be the minimum default requirement for your online marketing campaigns. Obviously, this isn't just restricted to search engine advertising. There are many other websites where you can advertise using this method. The only risk you are taking here is that once the visitor reaches your website, you are hoping to convert them into a lead/enquiry or sale.

24 How to calculate Avg.CPC? The average amount that you've been charged for a click on your ad. Average cost-per-click (avg. CPC) is calculated by dividing the total cost of your clicks by the total number of clicks.

25 CPA Cost-per-Action (CPA), sometimes known as Pay Per Action or PPA; also Cost Per Conversion, is an online and mobile advertising pricing model, where the advertiser pays for each specified action. For example, an action after an initial impression and click, like an install, form submit (e.g., contact request, newsletter sign up, registration etc.), double opt-in or in-app sale. Here s the formula: CPA = Cost/Number of Actions

26 CPI Specific to mobile applications, Cost-per-Install (CPI) is the price an advertiser pays whenever the consumer installs the advertised application. Here s the formula: CPI = Cost/Number of Installs

27 Affiliate marketing The last form of advertising removes even this risk. With affiliate marketing, your advert is displayed for free. If a visitor clicks on your advert to visit your site, that is free also. You only pay if that visitor buys from your website, or signs up to your mailing list, or satisfies whatever your predefined goal is. This form of online advertising is the internet's worst kept secret. All of the biggest e-commerce sites run an affiliate marketing campaign, and conversely, all of the smallest don't.

28 Target to Action Advertiser can expect below features: Performance Control Real-Time Features Targeting Options

29 Performance Control Conversion Tracking Track the performance of your landing pages and campaigns by adding a small piece of code to target page. See how many people click through to your next step. Frequency Capping Limit how often your ad is shown to the same person in a given time period. Increase or decrease the cap, depending on whether your goal is performance or branding. The default number of frequency capping is limited to 3 times in our panel.

30 Performance Control Ad A/B testing Using this tool helps you identify ads that meet your business goals or contribute to the success of your advertising campaign. Budget Control Ensure that your entire budget spent wisely during a day and consider limitations.

31 Performance Control Fraud Click Detection Fraud & accidental click detection includes: Track users with cookies to count clicks Track users cookies-less to count clicks Prevent fat-finger accident Ignore to show ads in blank pages. Ignore to show ads without referrals Compare impression and clicks information Ignore to show ads to robots Black list for users and IP Check time between impression and click Offline check clicks behavioral Detect automatic bad publishers

32 Real-Time Features Real-Time Bidding Real-time bidding refers to the buying and selling of online ad impressions through real-time auctions that occur in the time it takes a webpage to load. Real-Time Statistics No waiting hours or days for reporting. Watch your ad campaigns perform every 10 min, and optimize them in real time.

33 Bidding Focus on clicks (for Search and Display ads) Focus on impressions Focus on conversions (for Search, Display, and Shopping ads) Focus on views (for video ads only) If your main goal is to have people visit your website, then clicks are a good place to start. Use cost-per-click (CPC) bidding and you'll pay only when someone actually clicks on your ad and comes to your site.

34 Bidding choices: CPC bidding gives you these choices: Automatic bidding: This is the easiest way to bid. Set a daily budget and let AdWords adjust your CPC bids to bring you the most clicks possible within that budget. Manual bidding: Take full control of your CPC bids. Manual bidding lets you set bids at the ad group level, or for individual keywords or ad placements, so you know you're bidding just what you want for the clicks that mean the most to you.

35 Targeting Options Retargeting Retargeting is a cookie-based technology that uses simple a Java script code to target people that have already visited your website with custom ad campaigns designed to bring them back.

36 Targeting Options Contextual Targeting your audience according to their interest by the content they read in different types of websites and Apps. (Category based)

37 Targeting Options Geographic Our geographic targeting is so powerful that you can show your ads to anyone, anywhere. Target audience by country and province in web and even more targeted in mobile App by BTS cells (Streets/avenues).

38 Landing page The webpage where people end up after they click your ad. The URL of this page is usually the same as your ad's final URL.

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40 The five essential landing page elements every page must have Your Unique Selling Proposition (USP) The main headline A supporting headline A reinforcement statement A closing argument The hero shot (images/video showing context of use) The benefits of your offering Social proof (I ll have what she s having) A single conversion goal your Call-To-Action (CTA) (with or without a form)

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42 Creative Brief Background / Overview Objective: what is the goal of the ad or campaign? Target audience: who are we talking to? (Demographic) Problem statement What s the product and service? Brand: Identity, image and so on. Competitors History and previous actions Strengths and weakness

43 Planning Your Proposal Define your audience. Define your issue and state the problem. Propose solution. Keep elements of style in mind. Include a schedule and budget. Make an outline and wrap up with a conclusion.

44 Thank you.