Wining online display advertisement in google , Adsense and YouTube

Online Success Display advertising

Small businesses that are considering the possibility of viewing online  You will find this booklet useful advertising as seen in the media  To exploit targeting sophisticated techniques that have been  Developed over the past few years. Advertising on the Internet  Must be seen as only one of their online marketing strategies.  Therefore you may want to read this booklet in conjunction  With the others in the series.  Key concepts

Limitations of the display of advertising

• Advertising Banners have experienced a decline in click-through  Rates (CTR), typically around .05% or less. This means  That people are less likely to click on these ads of  In the past. Used properly, however, this type of  Advertising can be effective, especially as regards  To help promote your company or product.  Performance is more difficult to measure as studies  Have shown that those who have viewed an ad, but have  Do not click the, are more likely to visit the company  Web site of those who have not seen the ad.  

• While the cost to run an online advertisement is relatively low and  Controllable, advertisers have to take into account the Costs  Associated with AD, design, and creation of the landing page   The longevity of the campaign. Advertising only works if you can  Update the design and drafting of ads on a regular basis to maintain  Viewers interested.  • There is a risk associated with doing pay per click  Advertising as their competitors may click on the  Ad without buying anything and  Therefore increase advertising costs.

Introduction

1. Planning

Here are the steps you can take to explore, document

Implement and measure an online advertising

The approach that best suits your needs:

Action Plan for display advertising online

1. Set your goals and objectives. You are trying to 

Increase awareness of your company? You are trying to  To remove excess inventory? They are trying to sell to  Existing customers? Also, consider at what stage of the Sales cycles to your potential customer. It offers a free service  White paper in your ad could be better directed to   In the early stages, while including a discount  Offer or a free consultation would be better in ads  Aimed at those in the later phase of the sales cycle.

2. Define your target market and its public (e.g.  Demographics, income, location, internet habits, And the information needs).

3. Explore different options of online advertising.

4. Set a budget for online advertising.

(See Costs and cost considerations on page 7).

5. Choose the resources (creative team) that you want to work with.

6. Examine how will fit in the online advertising with

Your other efforts of online and offline marketing.

7. Select the best option(s).

8. Track your success using online tools like Google

Analytics or other programs. (See Evaluation

It's a strategy of an online advertising display on a page

9. Decide if you want to adjust your advertising campaign.

2. Understand best practices

The face of the advertising has changed with the introduction advertisements on the Internet. Before embarking on your own online advertising strategy, consider the following

Best practices:

Best practices for online advertising

• Integrate their strategies of online and offline marketing.  

• Pay attention to the quality of the content contained in his  Ad. Must be informative, clear and concise.  And interesting. Questions or statements that you create  Curiosity can be effective. Keep the message and  Simple words and include a call to action. The user  You need to quickly understand what the announcement is saying.  

• Evaluate how you can better reach your target audience.  What websites would have its audience likely visit? That  Keywords can be used?  

• Pay attention to the design of your banner advertising. Keep in  Note that a good design should highlight content  In a visually attractive. Complex design involving  The animation will not be effective if the content is not  Highlighted. Font sizes and colors should optimize   The readability of your ad.  

• Pay attention to ad placement on the website.  On the one hand, start pages get the most traffic, but in, On the contrary, other web pages may attract more   Target audience. 

• Avoid intrusive ad display types (for example, pop-ups). Limit  The use of banner ads and web pages that are relevant to  The content of the ad.  In the case of ads placed on other websites, make sure  That websites have a high traffic and contain content  Relevant to your advertisement.  

• Carefully review the "free" offers for online advertising.  For example, a banner "free" of the developer can  They want to reciprocal links or placement of advertisements of low quality  The websites that could damage your reputation.  Professionalism in the market.  

• When appropriate, the Committee should clearly identify how  The markets benefit from your product or  Service. If your product is targeted to a specific audience,  Identify how will benefit.  

• For advertising through search engines, select a large  Number of words or relevant search phrases including  The terms used to describe your business, products, services,   The names of products, product codes, and the questions that a user  You could type into a search engine. See the growing  The traffic to your website through the search engine  Optimization Techniques for more information about the use of brochures  And the analysis of keywords.  Make sure that the advertisement takes the user to the majority   Corresponding page of your website. Ideally, you have to Create a landing page, especially for the ad.  

• Monitor the results of your advertising strategy and  Refine your strategy to better reach your target audience.

Your Application Online Display Advertising Strategy

1. These publications, advertising  Or both? Publish ads is about making money. The editors create a   Source of income by lodging display banner ads  Or advertising of keywords on your web pages. Make sure, However, in order to maintain its brand image and reputation in the mind  By choosing the advertisers who are professionals and that  Offer products or services that may be of interest for visitors to your website.

Here are some guidelines on best practices of Publisher:

1. Clearly label the ads as ads. By not making this distinction, You can disturb the visitors who click on an advertisement  I was expecting something more.  

2. Change and rotate banners regularly.  

3. Keep advertisers. Make sure that you have  A good metric system of the banner on your site so  You can report.

The advertising networks on the Internet

An ad network is a company that connects people that  We want to welcome the ads on their websites (editors) with  Advertisers who want to put ads on those sites.    

An ad network The value proposition for publishers is that   You can sell the inventory that the publisher cannot be sold-  Either because the editor is small (and therefore does not have  Your own sales force) or, in the case of large publishing houses,  The inventory is of very little value to merit the direct selling.  This type of inventory is called remnant inventory.     

It also allows an advertiser to effectively coordinate an advertising campaign.  In many websites. The ad networks vary in size and approach.  Some large networks require million prints/  Month, while the smaller ones may accept thousands. Some  Focus on categories (for example, the industrial sector or technology),  While others sell ads based on keywords (e.g. Google AdSense).  

If you are using your website to generate publicity  Income, you can opt to become part of an advertising  Network to host other ads of companies.    

Be sure to carefully review the Terms and Conditions  For the use of these networks. Some examples of these  The networks include:  " Google AdSense ads that match the content on your website,  And you earn money when visitors click on the ads  (Www.adsense.com).    

• AdBrite allows you to approve or reject advertisements  Shown on your website (www.adbrite.com).    

• Yahoo Publisher also matches ads to your website  Content and allows you to earn money to pay qualified  Hits (http://advertisingcentral.yahoo.com/publisher). 

The placement of advertisements online

Place ads are to create awareness about your product

Or service. There are four options of advertising of the main screen

As described below. Please note that there are also different

 Costing models with respect to paid advertising. These

Are discussed later in the booklet. 

Display options of online advertising

Ad Exchange  Considerations of the method as 

You can choose to exchange (usually   Banner ads) with another website.

• The least expensive option.    

• Control over which Website(s)  Your ad is placed.    

• The website where you want to  Place your ad must have  Enough web traffic.    

• The other website must be  Complementary to your business  (That is to say, not a competitor).    • Contact with local companies that have   Complementary websites and offer   Exchange of advertisements.    

• Search for companies on The Internet. For example, if you type   The words "Banner Exchange  Ontario", you will find examples   Ontario corporation  Exchange of ad banners.

Consider the outsourcing ad design

Or AUTO-design your ad to keep  Your budget low.  The purchase of advertising space directly on specific Web sites  Considerations of the method as 

This option is called   Direct advertising.  Space for ads on specific websites  Purchased directly. 

• Costs will vary. Placement of ads

In high-traffic sites probably

Cost More.

• Control over which Website(s)

Your ad is placed.

• Increase the effectiveness of

Your advertisement, select high-traffic sites

And/or sites that relate to the

The content of your website.

• Look At websites directed

To the people who might be interested

In your products or services. Check

With the website to see if you can

The purchase of advertising space.

• Investigate the ad networks to better

 Placement Options.

• Check some of the

 Self-service options which are

Part of large advertising networks.

Examples of companies/   Advertising networks that

They are offering self-service ad

Options include: Facebook

(Http://www.facebook.com/ads),

 (Www.adready.com), Already

 (Www.adbrite.com), AdBrite and

(Www.aditall.com). AdItAll

Bid on specific keywords and phrases that describe your product

Considerations of the method as 

This option is often referred to as   Contextual advertising.  With this option, you offer in certain  Keywords and phrases that describe  Your product. When users type  These keywords, the announcement will be published  In the search engine results.  Pages or in other related web pages  To their selected keywords.

• The cost will vary depending on

The popularity of keywords

 Select.

• You can place up to

Your budget.

• You can choose Geotarget

(Shown as a function of your ads

In the location of the user of the site).

• You have little control over that

Your listing websites

It appears in.

• When you enroll in a context

Ad Network, you are provided with

With a piece of code that your

Webmaster then placed inside the

The source code of your web page. 

The Website Content and select

The key words are then evaluated by

AD provider (e.g. Google, Yahoo!

Kontera and ad boutiques

Quake Marketing) and the corresponding

 The text ads are automatically displayed

On the site on the basis of what the user

You're looking at.

Advertising through search engines of products/services

Considerations of the method as 

 There are also special products

 The search engines that can be used to

Search for specific products or services.

• Products are generally classified

According to the

Advertiser pays.

The user can also sort the search

The results by price.

• Sample Sites include:

Www.shopzilla.com,

Www.nextag.com,

And www.shopping.com,

Www.tripadvisor.com.

More information about contextual advertising

If you enter keywords into a search engine such as Google  Or Yahoo, you usually see a number of "Sponsored  Links" at the top or side of the search engine results page. many of the companies of search engines also place advertisements  In other relevant websites (using a network of partner  Web sites) based on the keywords selected by the user.   

These ads are believed to be effective (in comparison with   Banner ads) on the establishment of sales because the ads  Are more geared to what users are looking for. There are  Companies/ ad networks that offer to place your ads in   Search Results pages and other relevant websites (using a  Network of Associated Sites). These companies usually allow   To bid on a set of keywords and set a limit on how  How much you want to spend. Your ad will be displayed until  Limit is reached.  Examples of companies that offer contextual advertising  Services include:

• Google Adwords (www.adwords.google.com).

• Yahoo Search Marketing

(Http://smallbusiness.yahoo.com/marketing).

• Microsoft adCenter (http://adcenter.microsoft.com).

• Looksmart (www.looksmart.com).

Here is a link to a list of advertising networks:

Http://www.adnetworkdirectory.com.

2. Legal Issues

Irrespective of the option of advertising can choose from,

Advertising laws require that are truthful,

Fair and accurate.

3. Costs and cost considerations

An attractive feature of display advertising online is that

You can control costs according to your budget. You

You can manage their prices by selecting as soon as

They are willing to pay per click or by printing and establishing

A daily budget to spend on your account.

Remember that you must consider the costs associated with the production of ads

Not only the costs incurred after the ad is placed.

 The costs include the design, drafting, and landing the creation of the page.
And if you are producing a video ad  (For example, putting a video ad with Google that displays in  YouTube and Google Display), network costs  To create such an announcement, have to be taken into account. 

Another budgetary consideration the tactics that  You can choose to take advantage of ad  The campaign, not only the cost of a single execution. Retargeting,  For example, you can be a powerful technique of conversion.  Involves the remarketing advertisements to visitors after leaving  The websites so that you will remain at the top of the mind with them.

 Place a small piece of HTML code in the web or   Landing pages that have been visited by your target  Allows you to serve your ad for the individual who   It has already shown interest in your product or service. 

There are two main approaches to costing for ad
Placement in line:

Pay Per Click - Ppc (or cost-per-click). The price is

Based on the number of clicks your ad receives. In other

That is to say, you pay only when someone clicks on the ad.

Prices may vary considerably depending on the size of the advertisement,

 The location of the web page, the scope and the selected option. The costs for

Ads through search engines are pay per click

(I.e., contextual advertising). The amount you pay for

Click will depend on how the word is selective and

The competition for that keyword. The ads are classified based

About how much you pay to advertise on each search phrase.

However, more targeted ads generally result in more sales.

Cost per thousand impressions (CPM). The costs are based

The number of times your ads are seen. The M in the

Acronym is the roman numeral for a thousand, and how

Such is also known as cost per thousand. Banner ads

 Usually sold by CPM, but they can also be sold by

Pay per click. $50 CPM means you pay $50 per

1000 times your ad appears.

Note that prices can also be based on the number of sales

Number of new potential customers and the number of orders received.

Pay per call and cost per action, which means that the business

You pay only when the announcement provides strong leadership. Click Fraud

Minimizes with this option.

When it comes to placing banners in small niches

Sites, sometimes you will be charged a flat rate, regardless

 The number of impressions or click-throughs.

4. Design Your Ad

The most important element for a good online advertising

Is your text message. However, while the attractive design

It is secondary to a good text, you still have to obtain positive results

The attention of your target buyers before you read

Your ad and take the action you want to take. Here

This is a list of tips for the design of online ads.

Free advice and quotation for the design of creative ads

• Keep it simple. Choose the colors of your web banner ad that

The contrast with the background color of the web site. Instead

To emphasize your logo, use images that evoke

Your product or service (for example, a photo of people using

And enjoying your product). Use fonts very readable.

• Write short and easy to understand its content. The message

You must include a benefit of your offer and a call to action.

This will prevent confuse readers and will help your

Designer to focus on the creative aspects of ad.

Do not use animations just because you can. It can be

Tempting to assume that move graphics and images

Will attract readers to your advertisement, but, in fact, are people

Often postpone for such design elements. The animation can

Be so annoying that people click outside the

Announcements , in order to avoid them. In addition, such elements can

Look dated or unprofessional.

5. Messaging, Call to action.

A message that asks the reader to take an action or

Behave in a way that you want to be known as

Call to Action (CTA). Get people to take an action

It is the core of a successful online ad campaign,

Because regardless of what you are asking them to do,

It is sent on the way toward its ultimate goal of

Convert to lead to a sale.

In the competition for the attention of customers grows,

Create a compelling message has never been more

Important. To be effective, a call to action should focus

To solve a problem of your potential client is

Providing a valuable offer. What they offer can take many

The forms. Examples include: subscription to a newsletter

 Free white paper, request for a product demonstration, discount

Offer or free consultation. The key is to provide something

Specific and of value. "Visit our website" is probably not

 Attractive enough.

6. Effective landing pages

A landing page is the web page that a prospective study

Customer is directed when they click on your ad. Ideally, a

Only landing page must be created specifically for

Your online ad. CTAs should direct people to a landing

The page that clearly meets the offer that you did, and

Collects your contact information so that you can

Another market for them.

Tips for effective landing pages

• Be consistent. The purpose of creating a separate service

 Landing page for your offer is for visitors do not have

To navigate the site to find what you are looking for

For... Therefore, the language used on the landing

The page should be so carefully designed as a mirror and-

Your CTA. If visitors are confused about how to comply

The CTA, could exit the page.

• Keep it simple. A landing page provides more space in

 To abound in your CTA offer, but don't expect

Perspectives to be interested in a long tone. They want to

What came to the page to enter. The design and layout

On that page should be simple. Remove Distractions

How to navigation links to that focused on making

What you want them to do (for example, filling out a form).

• Use social media. Include multiple links in social collaboration

To encourage visitors to tell others about your offer.

• Ask only what you need. Do not double the prospects for

Asking them to fill in a long and invasive form. Do

It is easy to receive your offer.

• Thanks to the visitors to respond to your offer. Configure

The form to display a thank you page after

Your visitor has completed. This page can include

Suggestions for other offers that might be interested.

And the navigation links to other parts of your web site.

You can also set up an automatic response with email

Suggestions for other calls to action.

Assess your viewing online advertising Strategy

1. Online advertising

It is important to keep track of your online advertising

Campaign to help you evaluate what works and what

No. Some metrics are easy to control. You can measure

Success through different metrics such as click-through

Rates, page impressions, cost-per-acquisition, and so on.

Search engine of some companies of low-cost or free

 Tracking tools available (e.g. Google Adwords).

Conversion Tracking helps you keep track of the number of sales

You receive from your advertising campaign. Review

Sales and the value of sales can help you decide

If you must increase your budget or further adjust your

 Advertising campaign to better guide customers.

Key measurements for online advertising

The Click Through Rate (CTR) shows what percentage

Of the people who

Seen the announcement really

Click on it.

Click the presentation (CTS).

 The conversion or the Home Page

(LPCVN rate)

Displays the number of

Visitors who filled

The lead capture form.

Displays the number of prints

Of times the ad has

It has been demonstrated.

There are also statistics packages that can help you

Measure traffic to your web site (for example, number of visitors,

Where visitors come from, where they go,

What pages they are visiting on your web site, how long

Are housed).

Popular website analytics and statistics packages include:

• Google Analytics - www.google.com/analytics

• Web Trends - www.webtrends.com

• Microsoft adCenter - http://adcenter.microsoft.com

• AWStats - http://awstats.sourceforge.net

• Yahoo Site Explorer - http://siteexplorer.search.yahoo.com

The foregoing is composed of one part of the follow-up

Puzzle. The number of times an ad has been clicked

It may seem the only metric you need to judge the

The success or failure of a campaign. Keep in mind, however,

That a person who clicks on an ad is not necessarily a

Perspective that becomes a client. Neither the number

Of clicks to measure the effect of a greater awareness of

The company that creates advertising.

The way to achieve peak performance from your advertising campaign is

Through testing.

2. A/B tests

This is a scientist, but a relatively simple approach

To help you develop a successful strategy advertising campaign. To

Perform A/B tests, you create two or more versions of

Your landing page and test a specific item. The users

You will see a version or the other , and the follow-up to the

The performance of each version, you can understand

 Variation that gives better results.

Your choice of which test will depend on your goals. For

Example, if people are clicking on your ad, but not full

 Fill out the form below to get access to the resources provided,

You may want to try different lengths of form or form field

Questions to try to find out what is preventing them from

The signature .

Here are some other items you might want to try:

The amount of text on the page (short and long)

• Landing Page Design

• Inclusion of a testimonial

Where are shown in line

Ads title?

Watch for these trends:

• Banners driven by the entrance to the consumer. Similar to

 Dynamic web pages that serve content based on how

The user interacts with the site, online ads will be

Serves users depends on their actions. The ad

 Content changes for each target audience, providing

Banners that speak directly to a seller

 Final Dream.

• Guide for the location of advertising. Advertisers increasingly

Fit mobile ads based on location data because

You can serve to users when they are in a given

The location or area, driving consumers to take measures at the local level.

Through services such as Foursquare www.foursquare.com,

Or Facebook Places www.facebook.com/about/location,

Advertisers can create campaigns that reward viewers

That the "check-in" by giving them special offers for your

Interaction with the business, for example, retail

Stores may offer a discount when viewers are close

Its location.

• Advertising on social media. Because of its explosion

The growth, social media and networking sites are starting

Offer highly individualized advertising opportunities to

Companies and this can only grow quickly. Facebook,

For example, it serves ads on profile pages of people

On the basis of data of user preferences that Facebook has

 User collected through the data of click-through. A recent tool

Offers advertisers the metric on those who are watching

Or click on their ads on social media.

• Video Ads. Expect more of online ads in video

Format. Even Google provides a tool for creating video ads

That can be distributed on the network of Google ads

(Http://support.google.com/adwords/bin/answer.

Glossary of Terms

The Fold: The area of the web page that you can see   The viewer without having to use the vertical scrollbar.  Advertising space in this area tends to be more expensive, as it is  More likely to be seen by the visitor.

Advertising Space: The space on a web page reserved for the  Display of advertisements. The allocated space is  Normally at the top or bottom of a page, or if a small  Advertisement, in the column left or right. The majority of   Desirable advertising space is above the fold.

Banner: A graphic that appears on a web page that is Typical, a hyperlink to a web page of the advertiser. The  Banners can occur in a variety of formats including gif,  JPEG, Flash, HTML, Java, JavaScript, and other formats.  Call to action: a message that requests a reader to take  An action or behave in a way that you want.

 Campaign: The process of planning, creating, buy  And follow-up of a draft advertising from start to finish. 

Cookies: A process by which a small file that is sent from a website  Server on the local user's computer to store information  Unique to that browser. Often used by advertisers to maintain  The number and frequency of the ads   It has been shown that a visitor or by websites to help them  Determine the number of unique visitors.

Copy Writing: The process of writing text for an Announced that gets the readers attention, generates  Interest and requested the action.

CPA (cost per acquisition): One of the online payments  The methods by which advertisers pay per sale or  Purchased by the customer. Prices vary from $1 to $500, or  If calculated on the basis of a percentage of the sale, the 1% and 25% of  The sale price. This is a preferred payment method for  Advertisers who want to ensure only the number of  Customers generated as a result of an advertisement.

CPC (Cost per click): The most popular way to purchase  Traffic - very popular by overture.com and then  Google AdWords. With this method of acquisition of traffic,  The advertiser only pays for the traffic that goes to your  Web site. This is a preferred payment method for  The advertisers who need to ensure that you pay only for  Surfers who click the link or advertising  Banner and then go to your site.

CPM (cost per thousand impressions): One of the online   The payment models by which advertisers pay for every 1000 impressions of your ad. This is a   The preferred payment method for advertisers  They want to ensure only the number of people that see  His banner. 

Flash Ads: Flash technology, built in Adobe Flash

 Creative Software, which is used in the creation of interactive

 Banner ads and button.

Frequency: Term used to describe the number of times  The same as shown at the same visitor  During a particular session or time. This can be  It is monitored through the use of cookies. 

GIF: Graphics Interchange Format is a graphics file  The extension. Most of the ads are created in The GIF format 89a. GIF or animated GIF are a sequence of   Standard GIF images combined to create animated banners.

Impressions: The number of times a banner or text  Ad was requested and presumably seen by users. It is  It is often difficult to obtain an accurate impression count as  Impressions can be counted due to problems  Related to the cache, or they may be more counted because   Those requests that have not been completed. 

A type of interstitial: intrusive advertising that loads  Between web pages without having been requested by  The Visitor. 

 Inventory: The group number in the spaces available for sale in  A website for a specified period of time. This number  Be determined to take into consideration the number  A one-page advertisement, the number of pages with  The advertisements and the number of pages viewed during a   Specific time frame.

JavaScript: commonly used in web pages to add  Interactivity and dynamic content such as banner  Rotation and tracking code.

Homepage: The page of a website where one takes  After clicking on an ad. While this can be any  Page, it is often a page designed to expand service  Or product mentioned in the initial announcement.

Lead: The term used to describe a person or a company  That has expressed interest in the offer. Follow the companies  A follow-up to the candidates in hopes of turning them into customers.  Media Kit: information offered to potential advertisers by  The editors to help advertisers understand the editor.

Rates, demographic data of the visitor, terms, and conditions.  To advertising with that editor.

PPC (pay per click): One of the models of online payment.  By that advertisers pay per click-through made  In your ad. This is a preferred method of  The payment for advertisers who need to ensure that only  Paying for those spectators of the text or banner you click on it  And visit a page of your choice.

The announcement of text: Text-based ads with hyperlinks.

Tracking code: JavaScript code specific as written part  The HTML code to assign a tracking method clickthrough advertising banner information. allows you to  Keep track of how many times your ads and links  This viewing and clicking.

Unique visitors: people who have visited a website  (Or Network) at least once in a given period of time, usually  A period of 30 days.   

Vertical Banner: a banner measures 120 pixels wide  And 240 pixels high.   

Web Site Traffic: The number of visitors and visits a Web site receives.   

Whitepaper: a marketing/sales document that provides  Objective, useful information for a company's customers  And the prospects about a particular business issue or  Challenge and outlines the possible solutions.