Online advertising

• Advertising on the Internet

• Encompasses display adverts found on websites, on search engine results pages (covered in the
chapter on Search Advertising), adverts placed in emails and on social networks, and other ways
in which advertisers use the Internet

• The main objectives of online advertising are to increase sales, improve brand awareness and
raise share of voice in the marketplace.

• It is based on the simple economics of demand and supply

Objectives
• Bulding brand awareness
• Creating demand
• Satisfying demand
• Driving direct response and sales
Types of display adverts
• Banner adverts
• Interstitial adverts
• Pop ups and popunders
• Floating adverts
• Wall paper adverts
• Map adverts
Payment models for display advertising
• CPM
• CPC
• CPA
• Flat rate
• CPE
Step by Step guide
• Getting your ads online
• Mobile advertising
• Targeting and optimizing
• Tracking
Step by Step guide to run effective adverts
• 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

• Advantages and challenges