Paid Online Media

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Paid Media Types

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Considerations

Devices

Users

Platforms

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Digital Paid Media

Display• Premium

Display• Standard• Rich Media

• Google Display Network

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Search• Google Search

Network• AdWords Search

Network• Google and search

partners

Social• Facebook

• Promoted Posts• Like Campaigns• Links to site• Suggested Apps• Suggested Pages

• Twitter• Promoted Tweets

• LinkedIn• Ads

• Online display advertising consists of using ad space on websites to reach a desired target audience. Sites may include web portals, blogs, casual gaming sites, social networks, instant message applications, apps, RSS feeds, and more.

• Objectives: Build awareness, drive sales, grow loyalty and retention, influence consideration.

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Display Advertising

Display Advertising

Premium• Premium ads are sold by a

seller/publisher directly to a buyer/advertiser • Niche and Highly targetable

audiences• Generally quite expensive

and CPM based• Potentially higher

conversion rate

Network• Ads are sold by a network,

where ad inventory is pooled together with other websites and sold as aggregated inventory matching the required target • Large potential reach with

audience• Lower cost for reach on a CPC

and CPM Basis• High awareness and reach

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• 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. Those auctions are often facilitated by ad exchanges or demand-side platforms.

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Real Time Bidding

An ad exchanges is a digital marketplace that enables advertisers and publishers to buy and sell advertising space, often through real-time auctions. They’re most often used to sell display, video and mobile ad inventory.

A demand-side platform is a piece of software used to sell advertising in an automated fashion. SSPs are most often used by online publishers to help them sell display, video and mobile ads.

• Interactive • Targeted • Instantaneous • Measurable • Cost Effective • Reach • ROI

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Mobile

Types of mobile advertising:•SMS•USSD•MMS•Mobile Banner Advertising•Please Call Me Advertising

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Targeting Capabilities

GEO Targeting

Carriers

HandsetsOperating Systems

WHAT DEFINES SUCCESS?

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What KPIs did you set as targets

• The wonderful thing about online marketing is the ability to track performance. Any campaign can capture multiple data types and monitor conversion progress, but only if you set it up correctly

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Were you tracking everything?

• Google AdWords in conjunction with Google Analytics should be a core part of every campaign

Sources and Recommended Reading• http://moz.com/learn/seo/on-page-factors• http://moz.com/beginners-guide-to-seo• https://www.youtube.com/watch?v=UhoUEwxMads• https://www.youtube.com/watch?v=4LsB19wTt0Q• http://moz.com/academy/keyword-strategy• http://moz.com/google-algorithm-change• http://

moz.com/beginners-guide-to-seo/how-usability-experience-and-content-affect-search-engine-rankings/