Purchasing Online Advertising Best Practices

Best Practices for
Purchasing Online
Advertising in 2011
Carole Keller!
Material in this seminar is for reference purposes only. This seminar is sold with the understanding that neither any of the authors nor the publisher are engaged in rendering
legal, accounting, investment, medical or any other professional service directly through this seminar. Neither the publisher nor the authors assume any liability for any errors or
omissions, or for how this seminar or its contents are used or interpreted, or for any consequences resulting directly or indirectly from the use of this seminar. For legal, ﬁnancial,
medical, strategic or any other type of advice, please personally consult the appropriate professional.!

About the Webinar Speaker
Best Practices for Purchasing Online Advertising in 2011
Carole Keller, Awareness Creation, Inc.!
www.ExecSense.com © ExecSense, Inc.!
Carole Keller, President, Awareness Creation, Inc!
•  During 13 years of building her Internet Marketing expertise Carole has been a consultant to a variety of
companies around the world in diverse industries including Legal, Financial, Travel, Construction,
Medical, Telecommunications, Technology Non-Proﬁts. !
•  Internet Marketing Strategist for a national Law Firm PR Agency and its clients. !
•  Developed and taught college-level Internet Marketing courses for Colorado Community Colleges.!
•  Developed and Managed Online Advertising SEO Campaigns as Consulting Internet Marketing
Manager at Qwest Communications (a national telecommunications company).!
•  Global Digital Strategies Manager for StorageTek (an international storage technology enterprise).!
Slide 2 !

Online Advertising - Why Now?
•  Slow recovering, weakened economy continues to demand
budget efﬁciency and accountability. !
•  The Internet Advertising market is growing at an annual rate of
30% reaching more than 200 million U.S. Internet users. !
•  Even though Internet Advertising is complex and fragmented,
rapid technological advances and increasing options for
Advertising and Branding opportunities are available and
growing.!
Slide 3 !

Overarching Principles
Slide 4 !
Traditional Media and Print Advertising Strategies Do Not Transfer to Online
Advertising !
Before You Make a Move Into Online Advertising, Establish a Digital
Advertising Strategy!
Know Where Your Customers Are Looking For You !
Have a Clear Understanding of Your Objectives: Sales and/or Brand Lift.!
Do Not Ignore the Metrics.!

A Word About ROI
Slide 5 !
Difﬁcult.!

Online Advertising Placement
Considerations
Slide 6 !
•  Audience targeting!
•  Contextual Targeting!
•  Efﬁciency Pricing!
•  Premium Pricing!
•  Retargeting!
•  Run-of-Network (RON)!

Online Advertising Channels
!1. Online Display Ads!
!2. Social Media!
!3. Search Engine Marketing!
!4. Mobile!
!5. Local!
Slide 7 !

Online Display Ads Snippets
Slide 8 !
•  Determine the Best Placement Strategy !
•  Determine the Pricing Structure (CPC, CPM, CPC, etc.)!
•  Rich Media Ads Outperform Standard Ad!
“Be bold enough to challenge every assumption. Make sure inertia hasn’t set it. Have the courage to
boldly assess what your consumer is telling you about your brand, and have the courage to change. .”!
Michael Francis!
Executive VP-CMO, Target!

Online Display Ads Tips
Slide 9 !
•  Prevent “Ad Blindness” by Changing Ads!
•  Use Tracking URLs!
•  Understand the Audience of the Channel!
•  Place Ad Above the Fold!
•  Don’t Forget About the Value of Branding!

Social Media Ads Snippets
1. Budget Considerations !
2. Bidding Strategy!
3.!
Slide 10 !
“There is no panacea or silver bullet to manage the conﬂuence of forces in marketing today. You need as
robust a toolkit as possible. Five years ago, it was all about branded entertainment. Today it is all about
social media, it will save your business. But all these disciplines are but one arrow in your quiver.”!
Joe Tripodi!
Chief Marketing and Commercial Ofﬁcer, Coca-Cola!

Search Engine Ads Snippets
•  Successful Campaign Goes Beyond Buying!
•  Highest Bidding ≠ Most Effective Strategy!
•  The Rise of Bing!
Slide 11 !
“Most of the time what stands in our way is not lack of knowledge or tools, it is conviction – the will and
desire to take big steps, not small ones.”!
John Adams!
Chairman-CEO, Martin Agency!

Mobile Ads Snippets
•  Get Professional Help!
•  Mobile Apps or Mobile Sites? Both?!
•  Video!
Slide 12 !
“Find out what the emotional connection your brand has to consumers is. And learn how to use mobile.
It will be the medium of choice whether it is through iPads, the phone, laptop. Discover how to tap into
the mobile personal experience.”!
Marilyn Mersereau!
Senior VP-Corporate Marketing, Cisco Systems!

Mobile Phones vs. PC Growth
Slide 13 !
“Mobile marketing [is] the most
underrated technology right now… People
are spending hours on their devices [with]
all this cool data and content and we’re not
part of the conversation… There hasn’t
been this kind of moment in modern
marketing since TV in the 1950s. We
haven’t seen such a quick ﬂip of media
consumption like that, and we as
marketers haven’t caught up. The smart
companies, like General Mills, are going to
application people and making it work.”!
Jim Farley, !
VP-Global Marketing Sales Service Ford
Group!
ANA “Marketer of the Year”!

Local Ads Snippets
•  Google!
•  Local Newspapers Websites!
•  Online Radio (Pandora)!
Slide 14 !
“Here’s what we did wrong. The Internet is dynamic – I don’t need to see anything I don’t want to see –
yet we use the linear [TV] model of interruptive advertising. Patently illogical.”!
Scott Kurnit!
Founder-Chairman-CEO, AdKeeper, Inc. !

Online Advertising Tenets of
Success
Slide 18!
1.  Marketing Must Become Increasingly Targeted, Focused Personal.!
2.  Marketing Must Build Real Tangible Enduring Brand Value.!
3.  Marketing Must Become More Effective – More Creative, Insightful Accountable.!
4.  Marketing Must Become More Integrated Proﬁcient in Managing Expanding Media
Platforms.!
5.  The Marketing Supply Chain Must Become More Efﬁcient Productive.!
6.  The Marketing Ecosystem – Including Agencies, Media Suppliers – Must Become
Increasingly Capable.!
7.  Marketing Professionals Must Become Better, Highly Skilled, Diverse Leaders.!
8.  Marketing Must Be Indisputably Socially Responsible.!
9.  Marketing Must Be Unencumbered by Inappropriate Legislation or Regulation.!
10. The Marketing Discipline Must Be Elevated Respected. !
Association of National Advertisers (ANA)!
Marketer’s Constitution !

Purchasing Online Advertising Best Practices

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