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. . § …. 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 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
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? 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 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 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 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 Ads Magazine Ads Radio Billboard Website Video / Games
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 € 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 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
Create an ad
Google - Choose your CPC
www. google. com/adwords Google Ad. Words
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
Test • Measure the traffic How? • Advert Vendor may have link tracker system • Your hosting server stats report “referers” • Google Analytics
Google Analytics
For each media Test Analysise Find Providers Cost vs Benefit Modify Continue Drop
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. htm
Thanks you • Thank You Chris Chaplow Andalucia Web Solutions www. andaluciaws. com Tel: 952 89 78 65 chris@andaluciaws. com
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