*pg 210* Has online advertising spend overtaken TV? The Ofcom report mentioned in the first research snapshot
covers all communications media (as well as the Internet) and so makes interesting reading. It is available for download on
The Communications Market 2008. June '09 saw a breakthrough for online advertising
when - for a couple of top programmes - online showings commanded higher advertising rates than they did on prime-time TV, see
Loyal 'Simpsons' Fans Fetch Higher Ad Rates on Web.
Another breakthrough came in September '09 when it was announced that for the first six months of the year
the Internet overtook television
to become biggest advertising sector in the UK.
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
7.2 OBJECTIVES AND MANAGEMENT
*pg 215* Engagement mapping: Take a look at this
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
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
(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%.
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
*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.
*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'.
*pg 226* In-text advertising: An example of
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.
*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
*pg 228* The Interactive Advertising Bureau's website has a list of
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
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.
Google Study: PPC Ads Do NOT Cannibalize Your Organic Traffic
provides the answer?
*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.
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?
Part of this short video
The Pros and Cons of Advertising on the Google
Explains that the Google Content Network is now called the Google Display Network.
However, I still get confused about the different Google ad networks. So ... here is
what I think. Google AdWords is part of the Google Search Network - and
refers to the ads that appear on the Google SERP and are relative to the search term
used in a search.
AdSense is part of the Google Display Network - and refers to text, image, video
and rich media adverts that are delivered on third party sites and are relative to
the site's content and audience.
The Google Network is the 'parent' of AdWords/search and AdSense/display.
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
*pg 247* Parasites copycats and spammers: Read
How Merchants Can Recognize and Fight Affiliate Fraud.
Why affiliate management is so important
is a tale of how affiliate marketing can all go wrong if you don't manage it properly.
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
*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,
you'd think an airline would know about 'landing' pages?
*pg 250* Google's guide to
landing page and site quality.
Take a look at these two articles
Landing Page Layout Principles
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].