Internet Marketing - a Practical Approach
PLEASE NOTE THAT THIS IS THE FIRST EDITION
OF THE BOOK AND SO SOME OF THE CONTENT OF
THIS WEBSITE MAY BE OUT OF DATE

The website of the second edition of the book can be found at
Digital Marketing: a Practical Approach

CHAPTER 7 : ONLINE ADVERTISING

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7.1     INTRODUCTION

Perhaps an example that online advertising is 'getting its act together' is this research - Online Consumers Most Receptive to Ads in Evening. This kind of data has been commonplace in offline advertising for ... well, ever - but it has taken a while to move online. One comment I would make on these findings, however. The last sentence states that 'Social networking in particular has a high level of receptivity' - which I find odd given that all of the social media sites are losing money because [virtually] no one is clicking on the ads on their pages.

This is digital marketing's title suggests this excellent video covers all e-marketing, but its sub-title of Ad men to math men is closer to its actual subject - which is an excellent introduction to network advertising.

Don't forget there are also online advertising sections on my own website in tips, hints and advice and interesting articles.


7.2     OBJECTIVES AND MANAGEMENT

go online *pg 215* Engagement mapping: Take a look at this interesting article.

In the text I mention 'pay-per-call' as an advertising model, this article - Locals Only Pay-For-Call: Moving Clicks To Live Sales Leads - covers it in more detail. Note that the examples in it are mainly B2C - the model is also used in B2B where products are rarely purchased without some kind of contact before an order is placed.

Much is written about the effectiveness of online ads but this reseach shows it in a new light, suggesting that just because users do not click on an ad does not mean they are not responding to it. On the same subject is this article (make sure you take a look at the report [The Silent Click: Building Brands Online] on which it is commenting), and this one - Display Ad Success Beyond the Click - which says online banner ads help sell consumer packaged goods. All of these are important as it seems that clicks on banners are reducing, see Display-Ad Clickers Nosedive 50%.

I've included Overcoming Common Obstacles To Bringing PPC In-House in this section as it gives a good idea about the management requirements for online advertising.


7.3     WHERE TO ADVERTISE ONLINE

practical insight *pg 221* Social media has few friends in advertising: Here is some more research which supports that mentioned in the book - SocNet Ads Not Relevant to 81% of Millennials.

In-game advertising: are we being played? makes some interesting observations on the subject.

research snapshot *pg 223* Girls like gaming ... : an article on The Nielsen Gamer Study ,and now - it seems - Location-Based Gaming Presents Great Ad Opportunities.

I could have included 47 Ways to Buy and Place Online Display Ads in a few of the sections of this chapter - but thought it best belonged here.


7.4     ONLINE AD FORMATS

Which type of ad is most effective will normally depend on the objectives of the ad campaign, however this - Article-Based Ads Generate Most Action, Pop-ups Least Inspiring offers some advice. Note that what this article refers to as 'article based ads', in the book I refer to them as ads that are 'within textual content'.

go online *pg 226* In-text advertising: An example of poor practice.

Banner sizes are mentioned in the text here they are in an image - banner ad sizes.

This article - Is Display Catching Up To Search? - lists the advantages [and advances] of banner ads.

practical insight *pg 228* The pop-up now leaving ...: For another example of how pop-ups can work, check out the entry on my blog about them - pop-up ads aren't all bad.

In the text I list a number of different ad formats - here are some new ones.

go online *pg 228* The Interactive Advertising Bureau's website has a list of guidelines for online advertising.


7.5     SEARCH ENGINE ADVERTISING

At the beginning of this section I talk about how the different search engines refer to their SERP advertising - well it seems that in October 2010 Google started Testing 'Ads' Description Rather Than 'Sponsored Links' For AdWords - and in November Google Does Away With 'Sponsored Links' Label, Now Ads Are Labeled 'Ads'.

For the newcomer to the subject, PPC advertising can be confusing - so here is an excellent video from Google's Hal Varian - Google explains how search ads rank and cost. Although I have included this video in this section, the same model is used for Google's network ads [the next section of this chapter].
As an aside to this link, in chapter 3 we considered the use of video in website content. Although this is actually hosted on YouTube, it is an example of how video can be used to explain or demonstrate a product - the Modeller's Stand, perhaps.

For marketers - and marketing students - segmentation is [probably] at the route of everything they do. Here's a straight-forward article on how to apply that concept to PPC advertising.

On the subject of branded keywords, see Paid Search Ads & Trademarks: A Review Of Court Cases, Legal Disputes & Policies. this article dates back to 2007 - but the probem lives on with different countries making their own legal rulings on the subject.

The title of this article - Should I buy PPC ads if I rank organically? - is an oft-asked question. Its writer offers one answer, but make sure you read the comments - not everyone is of the same opinion. Perhaps Google Study: PPC Ads Do NOT Cannibalize Your Organic Traffic provides the answer?

mini case *pg 237* Search engine advertising as a competitive advantage: Another example of reacting to the misfortunes of a competitor is this: Statistics from HitWise (www.hitwise.co.uk) showed that when airline Flyzoom went bust in August 2008, visits to the sites of competitors who provide transatlantic flights surged - as, no doubt, did searches on appropriate keywords. Savvy online marketers might have been able to pick up more than their share of that 'distress' business with a well executed search engine advertising campaign.

Google Shopping - The Balance Between Old & New is a guide to changes in Google's shopping-search facility. I could have put it in chapter 4 or 6, but if you read the details it is - mainly - about advertising on Google.


7.6     NETWORK ADVERTISING

Far and away the most popular ad network is Google's AdWords, and this - The maximum effect - advice is direct from Google, including a DIY-type worksheet.

Pros and Cons of Online Ad Networks does what it says in its title - and is supported by research.

This survey UK SMBs Struggle To See Value In AdWords could be suggesting that network ads don't work - or could it be saying marketers aren't doing it right?

It wasn't included in the book because it didn't exist at the time - but here's Why YouTube advertising is worth another look.


7.7     AFFILIATE PROGRAMMES

go online *pg 247* : The article is no longer available.

Why affiliate management is so important is a tale of how affiliate marketing can all go wrong if you don't manage it properly.

Mini-stat - affiliate marketing.

The gist of this article - UK vs US affiliates: Similarities and differences - is reflected in its title. However, it does end with some of the key problems of the concept, as does this one - Affiliates: Trusted Allies Or Conniving Cannibals?. This one - Is It Time to Affiliate? - on the other hand, is more positive.


7.8     LANDING PAGES

go online *pg 248* Not using a landing page damages the chances of online ads meeting their objectives: Here's some examples of bad practice - miles away with this email & landing page , bad-[or no]-landing-page practice, PPC landing page waste, and you'd think an airline would know about 'landing' pages?

go online *pg 250* Google's guide to landing page and site quality.

Take a look at these two articles Landing Page Layout Principles and Landing Page Battles Of The Flat Foreheaded and see if the two authors agree on everything [note they were published within a few days of each other].


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