Eighth week slides of eMarketing Course at Hacettepe University taught by Ayca Turhan. Topics covered within the presentation include: Online Advertising Display Advertising Video Advertising Social Media Advertising Ad Optimization For more please visit: www.aycaturhan.com/man423

1. Online Advertising
Ayça Turhan
Hacettepe University
Department Of Business Administration

2. Online Advertising
• In simple terms, it is advertising on the
internet.
• It can be anywhere on internet
• It can consist of:
– images
– Text
– Videos
– interactive elements, etc.

3. Online Advertising
• Some examples:
– Display Ads on websites
– Ads on Search Engines
– Ads on Social Networks

4. Online Advertising
• Some objectives of online advertising
are:
– improve brand awareness
– create engagement
– increase sales

5. Online Advertising
Source: http://www.pwc.com/gx/en/global-entertainment-media-
outlook/assets/2015/internet-advertising-key-insights-1-advertising-
segment.pdf

6. Online Advertising
• The biggest strenght of online
advertising is the fact that everything is
measurable.
• “The Internet will transform advertising
because of its trackability, not its
beauty.”
-Eric Schmidt, Former CEO of
Google

7. Track All Interactions
• Number of impressions
• Number of unique users reached
• Number of clicks
• Post-click and view data
• Much more...

8. Strenghts of Online Advertising
• In addition to tracking:
– The power of segmentation & targeting
• Geotargeting
• Site specific targeting
• Behavioral targeting
• Demographic targeting
• Retargeting
• Possibility of instant sales and conversion

9. Different Types of Online
Advertising
• Search Advertising
• Display Advertising
• Video Advertising
• Social Media Advertising

10. Search
Advertising

11. PAID PAID
ORGANIC

12. Display
Advertising

13. Banners

14. Banners
• Some standart ad sizes:
– 300x250
– 336x280
– 728x90
– 300x600
– etc.
728px
90px

15. Rich Media Banners

16. Rich Media Banners

17. Video
Advertising

18. Pre-Roll/Mid-Roll/Post-Roll

19. Video Rich Media – Extended
Preroll

20. Social Media
Advertising

21. Facebook Advertising

22. Twitter Advertising

23. Linkedin Ads

24. Linkedin Ads

25. Key Terms
• Clickthrough Rate (CTR):
Clicks/Impressions %
• Conversion: A visitor completing a
target action.

26. Key Terms Explained
• CTR:
5.473/100.000= 5.47%
• Conversion Rate:
675/5.473 = 12.33%
Ad gets 100.000 impressions
and
5.473 clicks. Total number of
orders as a result of the ad is
675.

27. Payment Models for Digital Ads
• CPM: (Cost per mille - Cost per thousand
impressions)
– Payment when ad is seen.
– The advertiser pays for every thousand times
the advert loads on the publisher’s page.
• CPC: Cost-per-Click
– Payment when ad is clicked.
– The advertiser pays only when their ad is
clicked on.

28. CPM vs. CPC
• Assume that:
– CPM price is $3.00
– CPC price is $0.05
• Two possibilities:
– If we are paying in CPM;
• $3.00x100= $300
– If we are paying in CPC;
• $0.05x5.473=$273.65
Ad gets 100.000 impressions
and 5.473 clicks.

29. Payment Models for Digital Ads
• CPA: (Cost-per-action)
– Payment when action is taken.
– The advertiser pays only when a desired
action is achieved.
• Usually, CPM favours the publisher,
while CPA favours the advertiser.

30. CPM vs. CPC vs. CPA
• Assume that:
– CPM price is $3.00
– CPC price is $0.05
– CPA price is $1.00
• Three possibilities:
– If we are paying in CPM;
• $3.00x100= $300.00
– If we are paying in CPC;
• $0.05x5.473=$273.65
– If we are paying in CPA;
• $1.00x675=$675.00
Ad gets 100.000 impressions
and
5.473 clicks. Total number of
orders as a result of the ad is
675.

31. Key Terms
• Key performance indicator (KPI): A
metric that shows whether an
objective is being achieved.
• Return on investment(ROI): The ratio of
profit to cost.

32. An Example
We are a company which is selling motorcycles on our website.
We are running an online ad campaign.
Our KPI is number of orders.

33. An Example
CPC is $0.50
Sales Price of Motorcycle = $1.000
Our ad was shown 10.000 times
Our ad received 525 clicks
CTR 5.25%
Impressions 10.000
Clicks 525

34. An Example
Our site received 500 sessions as a result of ad clicks
5 session resulted in sales
Conversion
Rate
1%
Sessions 500
Conversions 5

35. An Example
CPC = $0.50 Sales Price of Motorcycle = $1.000
# Clicks = 525 # Sales = 5
ROI 1805
%
Cost 262.5
Revenue 5000

36. Another Example

37. Site A
Site B

38. Using URL Builder
• The URL builder helps you add parameters to
URLs you use in custom web-based or email
ad campaigns.
• When users click one of the custom links, the
unique parameters are sent to your Google
Analytics account, so you can identify the
URLs that are most effective in attracting users
to your content.
• Go to:
https://support.google.com/analytics/answer
/1033867?hl=en

39. Using URL Builder
• Instead of:
– www.oursupercoolecommercesite.com/red-car
• We must use:
– 2 different URLs for Site A:
• www.oursupercoolecommercesite.com/red-
car/?utm_source=sitea&utm_medium=banner&utm_campaign=v1
• www.oursupercoolecommercesite.com/red-
car/?utm_source=sitea&utm_medium=banner&utm_campaign=v2
– 2 different URLs for Site B:
• www.oursupercoolecommercesite.com/red-
car/?utm_source=siteb&utm_medium=banner&utm_campaign=v1
• www.oursupercoolecommercesite.com/red-
car/?utm_source=siteb&utm_medium=banner&utm_campaign=v2

40. Site A
Site B

41. Ad CPC
• Site A:
– Banner 1: $1.52
– Banner 2: $1.88
• Site B:
– Banner 1: $1.35
– Banner 2: $1.38

42. Sales price of car is $100.

43. Getting Your Ads Online

44. Programmatic Advertising
• “Programmatic” ad buying typically
refers to the use of software to
purchase digital advertising, as
opposed to the traditional proceses.
• It’s using machines to buy ads,
basically.

45. Step-By-Step Guide
• Determine the goal of your campaign
• Identify your key performance indicators
(KPIs).
• Investigate your target audience.
• Research potential websites to host your
adverts.
• Set a budget.
• Create your adverts.
• Choose or create a landing page.
• Run your adverts.
• Track, measure, optimise.

46. PRESENTATION GROUPS!!!
• You are required to form groups of 4 students and make a 15-
20 minutes of presentation in the last two weeks of the
semester. You can create the presentation in any format (PPT,
PDF, Slideshare, Prezi, etc.) .
• You are expected to present it to the class in English and share
it with me via e-mail on the day of your presentation. All the
members of each group has to present some part of the
presentation as it will affect your grade.
• Project’s subject is analyzing a company’s digital presence,
digital marketing strategies and tactics and making some
recommendations to the company based on the topics we
covered throughout the semester.
• You can select any company you want.
• You are required to share the names and numbers of your
group members by e-mail (ayca.turhan@hacettepe.edu.tr)
today!

47. Contact Me
• e-mail: ayca.turhan@hacettepe.edu.tr
• Course Page:
www.aycaturhan.com/man423

48. Sources
• emarketing: The Essential Guide To
Marketing In a Digital World 5 Ed.» by
Rob Stokes and and Minds of Quirk
which is available at:
http://www.quirk.biz/emarketingtextbo
ok/