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How to buy Internet advertising! Chris Chaplow Managing Director Andalucia Web Solution & Andalucia. How to buy Internet advertising! Chris Chaplow Managing Director Andalucia Web Solution & Andalucia. com 28 th October 2008 CADE Marbella

Introduction § Buying Internet advertising is more complicated than buying standard in media. . Introduction § Buying Internet advertising is more complicated than buying standard in media. . § …. and it is on the increase • So let’s step back Internet advertising in Spain as a % of Global Advertising Spend UK 2007 15. 3%

How to buy Advertising • PR • Advertising • Promotions Business Plan Marketing Plan How to buy Advertising • PR • Advertising • Promotions Business Plan Marketing Plan 5% - 10% Turnover • Print • Cinema • Roadside • Internet • Taxi • Radio • Local TV • Inovative Decide how much to alocate on each media. Decide on your objectives / expectations.

For each media Test Analyse Find Providers Cost vs Benefit Modify Continue Drop For each media Test Analyse Find Providers Cost vs Benefit Modify Continue Drop

Internet Advertising • “Half of my advertising works and half of it doesn't. If Internet Advertising • “Half of my advertising works and half of it doesn't. If I only knew which half”. John Wanamaker, the owner of Wanamaker's Department store in Philadelphia • Internet Advertising is more trackable. (if done correctly because) • Able to quantify number of impressions. • Able to quantify number of Actions. • Able to calculate Return on Investment.

Find Providers • Website Suggestions • • Which sites do your potential clients visit? Find Providers • Website Suggestions • • Which sites do your potential clients visit? Ask your clients? Search for your services. Which sites on top? Where are your competitors? • Make a shortlist. • Google Adwords is a good price benchmark.

For each shortlist website • Ask for Advertising Rates. Media Pack – Rate Card For each shortlist website • Ask for Advertising Rates. Media Pack – Rate Card Banner 100 € pm Home Page 50 € pm Section Page Banner 20 € CPM Banner CPC Bidding Targeted 60 € CPM Impact 30 € CPM Text Links 290 € per year Adwords 30 € CPI Video 0, 30 € to 5, 00 € CPC

Internet Advertising Definitions • • Visitors (Unique) The uniquely identified ‘client’ within a defined Internet Advertising Definitions • • Visitors (Unique) The uniquely identified ‘client’ within a defined time preiod. Visits A series of reguests from unique visitors. Page Impressions Each time a page loads on a computer screen Hits A file request (inc. pics. ) from a web server “Fishermans inches”. • CPM Cost Per 1000 Impressions • • Cost Per Impression Cost per Action Cost per Click Pay per Click CPI CPA CPC PPC • e. CPM effective Cost per 1000 Impressions • CTR Click through Rate % Clicks / CPM

Back to the Real World • • Print Media = Circulation X 2. 5 Back to the Real World • • Print Media = Circulation X 2. 5 readers / Pagers Cinema = Playings x Seating / Occupancy Radio = Playings X Listeners TV = Broadcasts X Viewers Billboards = Vehicles X Passengers / Attention Inovation - Info Terminals, Petrol Stations, Toilets Event Sponsorship - Attendance / Passers

Objectives • Branding vs Call to Action. • • Website Links Website Banners Classified Objectives • Branding vs Call to Action. • • Website Links Website Banners Classified Ads Magazine Ads Radio Billboard Website Video / Games

Following the Methodology Banner 100 € pm Home Page 50 € pm Section Page Following the Methodology Banner 100 € pm Home Page 50 € pm Section Page • Need more info • How many page impressions for the PAGE on which my banner will appear? 400 impressions a month home page 100 impressions a month section page CPM (home page) = 250 € CPM (section page) = 500 € Clicks or Visits say 1% of impressions CPC (home page) = 25, 00 € CPC (section page) = 50, 00 €

Following the Methodology Banner Targeted 60€ CPM Impact 30€ CPM Text Links 290 € Following the Methodology Banner Targeted 60€ CPM Impact 30€ CPM Text Links 290 € per year CPM (targeted) = 60 € CPM (impact) = 30 € Clicks or Visits say 1% of impressions CPC (targeted) = 6, 00 € CPC (impact) = 3, 00 € Links 500 impressions a month on Mobile Homes page CPM (Mobile Homes Page) = 12, 08 € Clicks or Visits say 5% of impressions CPC (Mobile Homes) = 0, 24 €

Following the Methodology Banner 10€ CPM Banner CPM = 10 € ( There will Following the Methodology Banner 10€ CPM Banner CPM = 10 € ( There will be high min purchase quantity ) Clicks or Visits say 0, 5% of impressions CTR = 0, 5% CPC = 2, 00 € Impressions or Traffic = Anything

www. google. com/adwords Google Ad. Words www. google. com/adwords Google Ad. Words

Create an ad Create an ad

Google - Choose your CPC Google - Choose your CPC

www. google. com/adwords Google Ad. Words www. google. com/adwords Google Ad. Words

Compare Proposals CPM € CPC € Impressions pm Traffic Est. pm Amateur (section) 500 Compare Proposals CPM € CPC € Impressions pm Traffic Est. pm Amateur (section) 500 50 100 1 Andalucia. com Banner 30 3 500 5 Andalucia. com Link 48. 33 0, 96 500 25 El Mundo 10 2 Anything. . you want Google Adword Low bid ? 0, 30 N/A 5 Google adword High Bid ? 4, 00 N/A 30

For each media Test Analyse Find Providers Cost vs Benefit Modify Continue Drop For each media Test Analyse Find Providers Cost vs Benefit Modify Continue Drop

Test • Measure the traffic How? • Advert Vendor may have link tracker system Test • Measure the traffic How? • Advert Vendor may have link tracker system • Your hosting server stats report “referers” • Google Analytics

Google Analytics Google Analytics

For each media Test Analysise Find Providers Cost vs Benefit Modify Continue Drop For each media Test Analysise Find Providers Cost vs Benefit Modify Continue Drop

Comments • Further thoughts: • Measure Sales or Leads as well as referers. • Comments • Further thoughts: • Measure Sales or Leads as well as referers. • Thank you pages are important. • Special Landing Page • Just be methodical

Q&A • Questions and Answers. • Download this Powerpoint at: http: //www. andaluciaws. com/internetmarketing. Q&A • Questions and Answers. • Download this Powerpoint at: http: //www. andaluciaws. com/internetmarketing. htm

Thanks you • Thank You Chris Chaplow Andalucia Web Solutions www. andaluciaws. com Tel: Thanks you • Thank You Chris Chaplow Andalucia Web Solutions www. andaluciaws. com Tel: 952 89 78 65 [email protected] com