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 [email protected]

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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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HomeIntroduction

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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HomeIntroduction

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 Unit 4

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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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What Your Should Have

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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

• Previous slide

• 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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Tutorial Guide (Continued)

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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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https://docs.google.com/forms/d/1fOEeQrGpoIzhn23bcgzJqjCQQx6Ot8I5LkBGq3Zveok/edit



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HomeUnit 1: Key Terms

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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 Advertising 10

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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Assessment

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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Results

Correct! Good Job!




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Results

Incorrect, please try again.





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HomeUnit 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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Correct! Good Job!




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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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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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Correct! Good Job!




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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 4

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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

have an interest in Landrovers 49



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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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https://adwords.google.com/KeywordPlanner




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Home Unit 3: Strategic Planning

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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 UpIncreased Social Media

Following




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Assessment

Completed Online

PurchaseIncreased Organic

Website Traffic

When trying to increase your email database, identify the

most effective strategy:




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Results


Promoted trend on

TwitterFacebook website

conversion ad




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Assessment

SEM ad in Google,

targeting keywordsDisplay 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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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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Good Copywriting: Strong

CTA, brief and to the point

copy

Bad Copywriting: Too much

copy, no strong CTA



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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 ClutterUse an appropriate

amount of characters

Given the ad below, identify the best option for producing a

higher CTR:




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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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Reduce Ad ClutterUse an appropriate



higher CTR:




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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

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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

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Has a CTR of 10%Has a CTR of 0%




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Assessment

Has a CTR of $5Has a CTR of $20

Identify the most successful ad campaign:




Unit 4


Unit 4

Introduction

Objectives

Unit 1

Unit 2

Unit 3

Unit 4

Unit 5

Assessment

Post-Test

77

Results

Correct! Good Job!




Unit 4


Unit 4

Introduction

Objectives

Unit 1

Unit 2

Unit 3

Unit 4

Unit 5

Assessment

Post-Test

78

Results




Unit 4


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 $15.00 Has a CPA of $2.00




Unit 4


Unit 4

Introduction

Objectives

Unit 1

Unit 2

Unit 3

Unit 4

Unit 5

Assessment

Post-Test

80

Assessment

Has a CPA of 90%Has a CPA of 5%





Unit 4


Unit 4

Introduction

Objectives

Unit 1

Unit 2

Unit 3

Unit 4

Unit 5

Assessment

Post-Test

81

Results

Correct! Good Job!




Unit 4


Unit 4

Introduction

Objectives

Unit 1

Unit 2

Unit 3

Unit 4

Unit 5

Assessment

Post-Test

82

Results





Unit 4

HomeAssessment

Unit 4

Introduction

Objectives

Unit 1

Unit 2

Unit 3

Unit 4

Unit 5

Assessment

Post-Test

83

Results

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Unit 4

HomePost-Test

Unit 4

Introduction

Objectives

Unit 1

Unit 2

Unit 3

Unit 4

Unit 5

Assessment

Post-Test

84

Take Post- Test

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Contextual advertising for small business

Marketing

Transcript of Contextual advertising for small business