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CCT356: Online Advertising and Marketing. Class 3: Pay per Click Advertising. Admin. At least three guest lectures confirmed to come in – Julie Tyios , either/both of Michael Cayley /Christina Wiggings , either/both of Keith MacDonald and Vivian Ip .

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cct356 online advertising and marketing

CCT356: Online Advertising and Marketing

Class 3: Pay per Click Advertising

  • At least three guest lectures confirmed to come in – Julie Tyios, either/both of Michael Cayley/Christina Wiggings, either/both of Keith MacDonald and Vivian Ip.
  • We will move things about some to accommodate as required
the core of online ads
The core of online ads
  • PPC – pay per click
  • CPM still exists and is supported by many (including FB) and still is core of traditional media advertising (e.g., million-dollar spots in Super Bowl)
  • Limitations are clear though
case google
Case: Google
  • Adwords– buying based on contextual information
  • Right words = right placement
  • Auction-based system for placement and payment on clickthrough
  • Sponsored links – changes nature of search
  • But also democratized ads – you and I can easily advertise if we so choose
  • Obviously successful – Google and FB revenue models largely based on PPC
initial controversy
Initial controversy
  • Early days of search – concerns about placement – similar to issues of net neutrality
  • Do people who pay more deserve better/consistent placement?
  • How can search engines operate without a revenue stream?
  • What about situations like Wikispaces?
basic structure of adwords
Basic structure of Adwords
  • Heading
  • Two lines of text
  • URL
  • Can be difficult to smash everything you need to say in such limited space
  • Various rules
keywords and match types
Keywords and match types
  • Broad
  • Phrase
  • Exact
  • Negative
  • All based on standard search techniques/technologies
  • The more precise you are, the more likely you get what you want – and the less likely you get random but helpful connections
  • Allows for variations and synonymous terms (e.g., “sneaker” vs. “shoes” – obviously the same thing)
  • Allows for common misspellings (e.g., “did you mean X?” will show ads for X.)
  • “tennis shoes” = only search phrases that include that specific phrase (but can include other words)
  • Advantages/drawbacks?
  • [tennis shoes] = this and only this will trigger ad
  • Advantages/drawbacks?
  • (-) X = if people are searching for something that has an imprecise meaning you can exclude common misinterpretations
  • Examples?
ad placement a delicate balance
Ad placement – a delicate balance
  • A complex mechanism – unlike traditional ads
  • Bidding based on price points, min/max PPC
  • Placement based also on relevance (signal/noise) : relevance of keyword, search term, ad copy, landing page, previous CTR history
  • Advertisers want attention
  • Search engines want relevant attention
ctr ppc cpa roi
  • Click through rates (CTR) dependent highly on position
  • If you’re aiming to be result #1 on Google, great – why?
  • CPA = cost per acquisition.
  • What are you acquiring?
  • ROI should be based on that.
long tail
Long Tail
  • Internet has democratized access to content – everyone technically equal
  • Allows for niche products to stand out – at least more so that in standard practice
  • That noted, people are still pretty predictable and follow patterns – there’s just so many more patterns to follow
steps to effective ppc
Steps to effective PPC
  • Research
  • Define Goals
  • Define Budget, CPA
  • Keyword research
  • Write ads
  • Place bids
  • Optimization
an effective landing page
An effective landing page
  • You only get one chance to make a first impression
  • Should represent value of product or service
  • Avoid annoying Flash intros – pointless, no value add, and inaccessible for most mobile devices
keyword guessing
Keyword guessing
  • Part art, part science
  • Many tools provided in text – when planning campaign, best to make an educated guess on words that will be inevitably used
a note on ppc fraud
A note on PPC fraud
  • Not a new phenomenon – 1-800-USA-ARMY example
  • Mischievous behaviour continues
  • More control to combat this – if you pay attention
  • Monitoring is key – you have access to the best stats available, and it’s your problem if you choose to ignore them
overall benefits
Overall benefits
  • Very low cost barrier – again, we can all advertise online right now, if we’d like
  • Tracking of costs - micro level stats exist – use them
  • Filters allow for very precise targeting
  • Contextual ads = appreciative audience – they’re often quite interesting
seo sem
  • A very lucrative field
  • Not “hacking” as much as using the tools available to the best of your ability
  • Be wary to keep a certain moral compass around – people who violate basic rules poison the water for everyone
next couple of weeks
Next couple of weeks…
  • More on SEO/SEM and affiliate marketing – foundation of social media marketing