SEO. Web Advertising Campaigns. GCMW177 Search Engine Optimization
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1 Web Advertising Campaigns
2 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 CPM = $1.50 CPA: Cost per aquisition - Only pay for each conversion (sale, lead, download, etc.)
3 Ad Sizes and Specs Web ads come in a variety of formats - Flash animated, animated gifs, static jpegs or video. A Few Common Sizes: 300 x (Medium Rectangle) 250 x (Square Pop-Up) 728 x 90 - (Leaderboard) 240 x (Vertical Rectangle) 336 x (Large Rectangle) 180 x (Rectangle) 160 x (Wide Skyscraper) 120 x (Skyscraper)
4 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, , time zone, currency - Campaign - targeted keywords, demographic, seasonal offer - Ad Group - can have several groups with related ads
5 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
6 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 )
7 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
8 Google AdWords - PPC Estimator
9 Yahoo Search Marketing - Rich Media SEO 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: Ad Gallery:
10 Yahoo Search Marketing - Rich Media Overlay Ads - Ad appears and animates over the webpage SEO
11 Yahoo Search Marketing - Rich Media SEO Pushdown Ads - Ad pushes down web content and takes over top half
12 Yahoo Search Marketing - Rich Media Expanding Ads - Ad breaks out of 300x250 box SEO
13 Yahoo Search Marketing - Rich Media SEO Interactive Ads - Mini sites provide video, photos, music and sharing Link Menu Videos Photos
14 Yahoo Search Marketing - Rich Media Takeover Ads - Large scale, full page ads SEO Yahoo Mail log-in page Link Menu Videos
15 YouTube and Video Advertising Four types of YouTube Ads: 1. Promoted Videos 2. TrueView 3. Brand Channels 4. Homepage Commerical Showcase -
16 YouTube Promoted Videos Paid ads promoting videos relative to search
17 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 seconds of an ad or to its completion, for example, if it s a 15 second ad.
18 YouTube TrueView - InSlate InSlate - Promoted video ads that stack up at the end of viewed videos. Usuall related to topic.
19 YouTube Brand Channels Your own custom video channel
20 YouTube Home Page Advertising
21 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
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