Contextual advertising for small business

Contextual Advertising For Small Business
A starting guide to creating paid online
advertising campaigns
Katie Head EDET 722 J50-061 headl@email.sc.edu
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A Guide to Creating Paid
Online Advertising Campaigns
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Introduction
Online advertising is a great way to
grow your small business and
increase your brand awareness.
By driving more traffic to your
website, you are increasing your
prospects and creating new
business opportunities.
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Welcome!
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This tutorial will provide learners the tools to fully understand,
and create online advertising campaigns. This can help
generate new business, and increase sales.
The objectives covered in the module will teach small business
employees and owners, the key vocabulary, tools, strategies,
and analysis techniques needed to create successful paid ad
campaigns.
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Before starting this course, you should have basic knowledge of
how to use the following:
• Internet browsers
• Social media networks (Twitter and Facebook)
• Search engines (Google and Bing)
• Google Analytics
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What Your Should Know
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Before starting this course, you should have access to the
following:
• A computer or laptop
• A stable connection to the internet
• Pen and paper
• Access to Facebook, Twitter, Bing, and Google
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Timing:
This tutorial is self-paced. Each unit is designed to take 5 minutes
to complete, so the entire tutorial should take 30 minutes.
Navigation:
• The list of orange buttons on the left hand side will allow you to
jump to different areas in the tutorial
• The green navigation buttons in the bottom right allow you to
move to the:
• Next slide
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• Tutorial Home
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Tutorial Guide
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• The light bulb icon indicates you have reached an assessment
activity
• Some assessment items are brainstorming with pen and paper.
Others are multiple choice questions.
• Before moving to the following Unit, answer the assessment
questions to the best of your knowledge
• Correct answers will display a check
• Incorrect answers will display an X
• Once you have completed the assessment, click the right arrow
to move to the next unit.
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There are 5 units in this tutorial:
• Unit 1– Key Terms and Providers: You will be learning the vocabulary associated with
creating a online advertising campaign
• Unit 2 – Contextual Advertising Units: You will learn how to identity different types
on online advertising, and when they are most effective
• Unit 3 – Strategic Campaign Planning: You will learn how to decide on what kind of
campaign you need to create to meet your goals
• Unit 4 – Design and Copywriting: You will learn the best practices when creating
your advertising campaign assets
• Unit 5 – Gauging Ad Effectiveness: You will learn how to measure whether an ad is
successful, and is reaching your goals
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Introduction
This tutorial is intended to teach the entire lifecycle of a paid online advertising campaign.
It is recommended to take each unit in order.
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Take Pre- Test
Please take a moment to take the pre-test to
see you existing knowledge of internet
advertising
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• Paid online advertising is a way for
small businesses to drive traffic and
increase brand exposure, by
promoting advertising to targeted
audiences.
• Paid online advertising is
also commonly know now
as Contextual Advertising10
Introduction
In this unit, you will be learning the foundation vocabulary
needed to understand paid online advertising.
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Cost Structures
PPC: Pay Per Click- A cost structure used by advertising
networks in which the advertiser only pays when the ad being
promoted is clicked on
CPC: Cost Per Click- This is the amount you are charged each
time someone clicks on your ad. The cost is generally defined by
the amount of competition in a category, and the amount of
exposure you are willing to pay for. (Ad spend/clicks)
.
Example: I created a PPC ad and bid $15 for the day. Three
people clicked on my ad, so my CPC was $5
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Cost Structures
Impressions- This is the amount views your ad receives
Campaign Reach- Generally used in Facebook, this is the amount of
individuals that view your ad
CPM: Cost per 1,000- This is a cost structure in which you pay
per every 1,000 impressions of your ad (Impressions/ad spend).
Example: I created an ad with a campaign reach of 2,000 people for
$100 dollars. My CPM is 50$
.
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Results Measurements
Conversion- This is a customer taking an action that you have set as
a pre-determined goal. For e-commerce this may be making a
purchase in your online store. For B2B this may be someone
completing a sign up form.
CPA: Cost Per Acquisition: This is how much it costs to get a
conversion from a viewer (ad spend/conversion).
Example: My conversion goal will be for viewers to click on my ad
and make a purchase from my online store. I paid 50$ for my ad,
and 2 viewers clicked on my ad and made a purchase in my store.
My CPA is 25$
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Results Measurements
CTR: Click through rate: This is the rate at which you ad was seen
and was clicked on (impressions/clicks). The higher the CTR, the
more effective your ad.
Example: My ad received 1,000 impressions and 100 people clicked
through. My CTR is 10%
.
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Contextual AdvertisingConversion Marketing
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Given the definition, match the correct term:
Online advertising is now commonly known as ________:
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Search Engine MarketingDisplay Advertising
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CTRCPA
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Assessment
SEMPPC
Given the selection of acronyms, match the correct
definition.
This cost structure of advertising is also known as “Paid
Search”, this is within search engines:
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CTRCPA
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Assessment
SEMPPC
Given the selection of acronyms, match the correct
definition.
The percentage of viewers that click on an ad is known
as:
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ConversionCompletion
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Assessment
Offer ClaimImpression
When a viewer completes an action you have set as a goal
it is referred to as a:
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Correct! Good Job!

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Results
Incorrect, please try again.

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Unit 2: Contextual Advertising Units
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Contextual advertising consists of various ad platforms where
businesses can purchase ad space. Each platform offers unique
features, and types of advertisements.
Contextual ad networks are broken down into two main
categories:
• Search Engine Ad Networks – Ads are served within the search
engines, and websites the search engines have partnerships
with
• Social Media Ad Networks – Ads are served within the social
media platforms
By learning different ad unit options, you we be prepared to start
strategizing the best campaign for your business.
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Introduction
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SEM: Search
Engine Marketing-
Also known as
“Paid Search”, this
is paid promotion
of ads showing up
in the top,
bottom, or sidebar
of search results.
Types of Contextual Advertising
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Click on the image to see the SEM ads
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Types of Contextual Advertising
Display ads- Often called “banner ads” these have an
image linking to the advertisers website
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Owned by Google, AdWords serves paid ads through its
search engine. Ads are served on a CPC or CPM basis, with
the ability to target demographics, or devices.
Google AdWords
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SEM Ads
Google AdWords Ad Types
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YouTube Ads – Google has now owns
YouTube and serves video ads through
the social media channel
Display Ads
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Owned by a partnership with search engines Bing and Yahoo, this
platform is also known as the Yahoo! Bing network. Promoted ads are
served on both search engines. Ads are served on a CPC or CPM
basis, with the ability to target demographics, or devices.
Bing Ads
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Bing Ad Types
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SEM Ads Display Ads
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DisplayCPC
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Assessment
SEMPromoted Trend
Identify the search engine ad unit based on the image
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DisplayCPC
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Assessment
SEMPromoted Trend
Identify the search engine ad unit based on the image

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This ad platform hosts ads either in the right-hand side bar of
viewers Facebook page, or as promoted content within a viewer’s
newsfeed. Ads are served on a CPC, CPA, or Campaign reach basis.
This can direct the viewer to the company’s Facebook page, or
website.
Facebook Ad Manager
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Facebook Ad Types
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Promoted post-
Can pay to boost
content that you
post on your
company Facebook
page
Domain Ad– This
is a display ad in
the right side bar
that promotes
either a Facebook
page or website
Website
Conversion–
Encourages the
viewer to take
an action on
your website
Click to Website –
Gets people to
click through to
you website

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Unit 2: Social Media Platforms
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Facebook Ad Types
Event Response
Ad – Encourages
viewers to sign up
for your event 38
Video Ad –
Streaming
video ad
Offer Claims –
Can create offers
for people to
redeem in your
store

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Twitter Ads
This ad platform hosts ads in the right-hand side bar or within
the twitter feed.
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Twitter Ad Types
Promoted trends
– This appears
within the list of
what is trending
next to the
twitter timeline.
Trends are
tailored to the
viewer based on
their location and
who they follow
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Promoted
account – This
encourages the
viewer to follow
your business
account, once
they become a
follower, they
will be able to
see all of your
tweets
Promoted tweets – This appears in
the viewer’s twitter feed, along
with regular tweets

Page Like AdDomain Ad
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Assessment
Website ConversionPromoted Trend
Identity the social media ad unit based on the image:

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Promoted PostPromoted Account
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Assessment
Promoted TweetPromoted Trend
Identity the social media ad unit based on the image:

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Unit 3: Strategic Planning
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Introduction
Creating goals for your paid ads is crucial to you success
within online advertising. There are many considerations to
keep in mind when creating an advertising strategy.
These are the aspects of strategy this unit focuses on:
• Goals
• Audience
• Keywords
• Medium
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Goals
Decide what a conversion will be for your campaign, this will
ensure you can gauge the success of your campaign. Some
examples of conversions are:
• Completed sign-up form/email address capture
• Online purchase
• Increased social media following
• Increased traffic to your website
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Audience
Advertising to the correct demographic can help you from
wasting ad dollars. With paid ads, you can target your
general audience, or select specific sub-sets within that
audience.
Often the more targeted your ads, the more effective they
can be. If you are unsure as to who is visiting your website,
Google analytics help provide this insight.
Examples:
• General: People that have an interest in
Landrovers
• Subset: Males 25-45 within the Florida area that
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Keywords
Keyword planning is especially important for SEM. By bidding on
keywords within search engines, you ad will be shown when
viewers key in those terms. You may have an idea of the
keywords your audience is searching. If not, here are some ways
to find them:
• Look at the keywords bringing in organic traffic in
Google Anaytics
• Use Google’s free Keyword Planner:
https://adwords.google.com/KeywordPlanner
Example keywords:
For a Landrover Parts Dealer these would be keywords:
Landrover, RangeRover, Rover Parts, Landrover Parts,
Landrover Engine, Landrover, Muffler, ect.
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Assessment
Using you pen and paper, come up with a list of
10 keywords that best describe your business

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Medium
Choose your medium: Now that you have identified the “what”
and “Whom” you need to choose how you are going to get your
message to your audience. Choose an advertising platform, and
ad type for you campaign. (See unit 3 for options).
Example:
• Website conversion ad on Facebook encouraging viewers to
sign-up for my email list
• SEM ad placed in Bing Ads
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Completed Newsletter
Sign Up
Increased Social Media
Following
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Assessment
Completed Online
Purchase
Increased Organic
Website Traffic
When trying to increase your email database, identify the
most effective strategy:

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Promoted trend on
Twitter
Facebook website
conversion ad
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Assessment
SEM ad in Google,
targeting keywords
Display Ad on Columbia
tourism website
When trying to reach viewers looking for landscaping in
Columbia, S.C., identify the most effective strategy:

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Unit 4: Design and Copywriting
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Introduction
After you have chosen what type of ad you want to create, you
need to think about what message and graphics will produce the
highest conversions.
In this unit, you will learn the best practices for ad design and
copywriting to help maximize click through rates
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Copywriting
Copywriting: Ad copy should be brief and to the point, given
most viewers will only glance at your ad. Most ads have
characters limits (ex. Adwords SEM ad headline allows for 25
characters), so it is important to have a strong call-to-action
(CTA).
Example:
RoverLand Parts- Low Prices, in stock, and ready to ship!
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Design
If you are using display advertising, your messaging needs to be
clear, and not lost within the graphic.
Considerations:
• Only use high-resolutions images, that are the correct
dimensions (this will be based on the type of ad and ad
platform selected)
• Keep typography in mind. You should have a clear easy to
read call to action, that encourages the viewer to convert.
• Be mindful of your audience, and that the image is
appropriate for the demographic you are targeting.
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Examples
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Good Copywriting: Strong
CTA, brief and to the point
copy
Bad Copywriting: Too much
copy, no strong CTA

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Examples
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Good Design: Graphic helps
sell the product with use of
typography and high
resolution image
Bad Design: No use of
typography, image does not
help sell the service

Have a strong CTAChoose an appropriate
hi-resolution image
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Assessment
Reduce Ad Clutter
Use an appropriate
amount of characters
Given the ad below, identify the best option for producing a
higher CTR:

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Assessment
higher CTR:
Choose an appropriate
hi-resolution image
Have a strong CTA
Use an appropriate
Reduce ad clutter
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Have a strong CTAChoose an appropriate
hi-resolution image
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Assessment
Reduce Ad Clutter
Use an appropriate
higher CTR:

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Unit 5: Gauging Ad Effectiveness
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Introduction
Now that you have implemented a campaign, you will need to
monitor your ad to measure the results. If the ad is not
producing the desired results, you will need to re-work the
campaign, or change the strategy.
In this unit we will focus on two aspects of measuring ad effectiveness:
• Monitoring
• Analyzing
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Introduction
Monitoring: All of the ad platforms covered have their own
internal monitoring tools that allow you to view the
effectiveness of you ad.
Considerations:
• Conversions
• CPC
• CTR
• CPA
• Spend (the total amount of you ad cost)
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Introduction
Analyzing: After your campaign has been running, or is finished,
it is helpful to get an overview of the overall effectiveness.
Google analytics is a helpful tool for getting this reporting.
Considerations:
• Increased conversions
• Increased web traffic
• Use of campaign specific promotion code
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Monitoring
All of the ad platforms covered have their own internal
monitoring tools that allow you to view the effectiveness of you
ad.
Considerations- Keep in mind the following when
monitoring your ad:
• Conversions – The higher the amount of conversions,
the better
• CPC – The lower the cost per click, the better
• Ex. A $1 CPC is better than a $5 CPC
• CTR – The higher the click through rate, the better
• A 5% CTR is better than a 1% CTR
• CPA – The lower the cost per acquisition the better
• Ex. A $1 CPA is better than $5
• Spend (the total amount of you ad cost) – This is
dependent on your goals
74

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Objectives
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Unit 4
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Analyzing
After your campaign has been running, or is finished, it is helpful
to get an overview of the overall effectiveness. Google analytics
is a helpful tool for getting this reporting.
Considerations:
• Increased conversions
• Increased web traffic
• Use of campaign specific promotion code
75

Has a CTR of 10%Has a CTR of 0%
Unit 4
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Unit 4
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Objectives
Unit 1
Unit 2
Unit 3
Unit 4
Unit 5
Assessment
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76
Assessment
Has a CTR of $5Has a CTR of $20
Identify the most successful ad campaign:

Unit 4
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Unit 1: Key Terms
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Unit 2
Unit 3
Unit 4
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77
Results
Correct! Good Job!

Unit 4
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Unit 1: Key Terms
Unit 4
Introduction
Objectives
Unit 1
Unit 2
Unit 3
Unit 4
Unit 5
Assessment
Post-Test
78
Results

Unit 4
Home
Unit 4
Introduction
Objectives
Unit 1
Unit 2
Unit 3
Unit 4
Unit 5
Assessment
Post-Test
Assessment
• Ad has CPA of $2.00
• Ad has CPA of $15
• Ad has CPA of 5%
• Ad has CPA of 90%
79

Has a CPA of $15.00Has a CPA of $2.00
Unit 4
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Unit 4
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Objectives
Unit 1
Unit 2
Unit 3
Unit 4
Unit 5
Assessment
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80
Assessment
Has a CPA of 90%Has a CPA of 5%

Unit 4
Home
Unit 1: Key Terms
Unit 4
Introduction
Objectives
Unit 1
Unit 2
Unit 3
Unit 4
Unit 5
Assessment
Post-Test
81
Results
Correct! Good Job!

Unit 4
Home
Unit 1: Key Terms
Unit 4
Introduction
Objectives
Unit 1
Unit 2
Unit 3
Unit 4
Unit 5
Assessment
Post-Test
82
Results

Unit 4
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Assessment
Unit 4
Introduction
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Unit 1
Unit 2
Unit 3
Unit 4
Unit 5
Assessment
Post-Test
83
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Contextual advertising for small business

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