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Introduction to Online Advertising

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Lunchtime seminar given to Gettysburg Chamber of Commerce on January 17, 2012 on internet advertising. Areas covered include different ways to advertise online, advertising terminology, and why each method is great to use, but not the only method a business should use to advertise.

Veröffentlicht in: Business, Technologie
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Introduction to Online Advertising

  1. 1. An Introduction in Internet Advertising 301-541-8057 www.xentemedia.com
  2. 2. We are a Full Service Advertising Agency Specializing in: <ul><li>Consumer Research </li></ul><ul><li>Advertising Strategy </li></ul><ul><li>Media Planning </li></ul><ul><li>Media Buying </li></ul><ul><li>Search Engine Marketing </li></ul><ul><li>Online Display Ads </li></ul><ul><li>Mobile Marketing </li></ul><ul><li>Social Media Marketing </li></ul><ul><li>Advertising Management and Tracking </li></ul>
  3. 3. We can also help with: <ul><li>Website design </li></ul><ul><li>Search Engine Optimization </li></ul><ul><li>Logo Design </li></ul><ul><li>Ad Design </li></ul><ul><li>Branding </li></ul>
  4. 4. Goal of Introduction To Online Advertising <ul><li>Upon completion of this Lunch and Learn should be able to: </li></ul><ul><li>Make decisions about where your business should advertise online </li></ul><ul><li>Differentiate between the types of online advertising </li></ul><ul><li>Understand online advertising terminology </li></ul>
  5. 5. Search Engine Marketing (SEM) or Search Engine Optimization (SEO) <ul><li>SEM- Paying for your advertisement to show up in search results </li></ul><ul><li>SEO- Improvements to website to come up in organic search results </li></ul>
  6. 9. SEM <ul><li>PROS </li></ul><ul><li>Control of Message, Targeting, Geography, People searching for your business can find you, Tracking Data, </li></ul><ul><li>CONS </li></ul><ul><li>Pay Per Click, about 30% of people click ads, rates change at auction rates, requires regular maintenance, Mistakes in setup can be costly, </li></ul>
  7. 10. SEO <ul><li>PROS </li></ul><ul><li>Free clicks, more people click this area, Search results are based on geography, </li></ul><ul><li>CONS </li></ul><ul><li>Algorithm changes, time consuming, slow process, less control, </li></ul>
  8. 11. Things that effect SEO <ul><li>Design of website </li></ul><ul><li>Page Titles </li></ul><ul><li>Metatags </li></ul><ul><li>Web Page load time </li></ul><ul><li>Backlinks (quality of) </li></ul><ul><li>Social Media </li></ul><ul><li>Quality Content </li></ul><ul><li>Geography </li></ul>
  9. 12. What Search Engine Should You Advertise on? <ul><li>The search engine rankings for October 2011, according to comScore, were: </li></ul><ul><li>Google 65.6 percent </li></ul><ul><li>Yahoo 15.2 percent </li></ul><ul><li>Bing 14.8 percent </li></ul><ul><li>Ask 2.9 percent </li></ul><ul><li>AOL 1.5 percent </li></ul>
  10. 13. Google’s new Search+ You
  11. 14. Bing’s social results
  12. 15. Social Media <ul><li>If you are willing to commit the time to it do it, if not don’t. </li></ul><ul><li>Be Consistent </li></ul><ul><li>Post Quality Content </li></ul><ul><li>Interact with customers, comments </li></ul><ul><li>If someone posts something negative, communicate to try fixing problem, don’t argue to defend. </li></ul><ul><li>Remember once you post it people see it, people can talk about your posts after you delete them. </li></ul>
  13. 20. Terms in Banner Ad Advertising <ul><li>Geo-targeting </li></ul><ul><li>CPM, CPC, CPA </li></ul><ul><li>Re-marketing </li></ul>
  14. 21. Mobile Marketing <ul><li>Do you have a mobile optimized website? </li></ul><ul><li>Mobile App or Mobile website? </li></ul><ul><li>QR Codes </li></ul><ul><li>Augmented Reality </li></ul><ul><li>Search and Banner Ads </li></ul>
  15. 22. What does Xente Media suggest? <ul><li>Combination of Search Marketing, Optimization, banner ads, and social media </li></ul><ul><li>Design a basic website that is mobile optimized with most important information. Less is More. </li></ul><ul><li>Don’t forget traditional advertising methods </li></ul><ul><li>Like a stock portfolio, a diversify </li></ul><ul><li>Know your customer demographics </li></ul>
  16. 23. Common Mistakes in Search <ul><li>Landing page not what the ad says it will be </li></ul><ul><li>Home page is the landing page </li></ul><ul><li>Not monitoring website analytics </li></ul><ul><li>Not making changes based on performance results </li></ul><ul><li>Not using negative keywords </li></ul><ul><li>Monitoring only click thru rate </li></ul><ul><li>Not tracking conversions when applicable </li></ul><ul><li>Not understanding Quality Score </li></ul>
  17. 24. Common Mistakes with Banner Ads <ul><li>If a local news site, not buying print ads at same time. </li></ul><ul><li>Not Geo-targeting ads </li></ul><ul><li>Advertising on the wrong sites </li></ul><ul><li>Not targeting the consumer where they go online </li></ul>
  18. 25. Common Mistakes with Social Media <ul><li>Inconsistent with website </li></ul><ul><li>Setting it up, linking it to website, and not updating it. </li></ul><ul><li>Inconsistent message </li></ul><ul><li>Trying to sell, should follow 80-20 rule </li></ul>
  19. 26. Common Mistakes with Mobile <ul><li>Not having a mobile site </li></ul><ul><li>Poor use of QR codes- subways, on cars, tv commercials, emails, </li></ul>
  20. 27. Thanks for attending! Questions?