PayperClick

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Pay-per-Click

• Goto.com

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Pay-per-click
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Pay-per-click
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Directories

• Niche marketing
• Searchengines.com

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Driving Prospects to Your Site

• Banner Ads
• Affiliate Systems
• Integrated Marketing Systems
• Email promos and Newsletters
• Conventional Advertising

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Banner Ads

• Creative
• Placement
• Costs

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Banner Ads Creative

• Goals click-through or build brand awareness
• Billboards
• Context-based
• Rich media
• Size
• Standard 468 x 60 pixels
• Leaderboard 728 x 90
• Square 250 x 250 (pop ups)

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Impact of Size
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Banner Ads - Placement

• Targeting go niche
• Technological geotargeting content targeting
• Dayparting
• State web sites
• E-Marketplaces
• Doubleclick.com 40 of all ads served
• Reciprocal links

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Banner Ads-Costs

• 10 to 35 per thousand impressions
• Dependent on site
• Dependent on targeting
• Dependent on demographic

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Affiliate Programs

• Affinity sites
• Inbound links, no cash
• Complementary sites
• Affiliate programs fee
• Reciprocity

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How to find Affinity Sites

• Search engines
• Standard search site (I.e., AltaVista)
• url //companyname.com
• List of all pages company has open
• Link//www.companyname.com (or link//company.com)
  
• Web sites that are linked to the company
• How well is your competitor linked in the
  Internet community?
• Why are some sites linked to your competitor and
  not your site?

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Affiliate Programs

• Amazon.com 450,000 affiliates (2000)
• 120 revenue /yr each new customer
• 15 commission
• BarnesandNoble.com
• 7 commission
• Yahoo
• Other

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Affiliate programs

• Pay for click-throughs?
• Pay commissions on sales?
• QUALITY leads
• Do the sites relate in core business?
• Managing affiliates

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Integrated Marketing System
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Importance of Integrated Communication

• Goal of marketing and communication is to convey
  relevant messages to the right consumers at the
  right time.
• Synergy between messages is integrated
  communications.
• Traditional and interactive marketing methods are
  converging.

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Superstitial Ads vs. Television Commercials

• Excerpt from a White Paper by Harris Interactive
  and Unicast Communications

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Background / Objectives

• How best to allocate media dollars across
  television and Internet
• Comparison has been difficult
• Methodologies must be consistent
• Same strategy / creative executions
• Three brands
• Miller Lite, Mercury Mountaineer, I2000Plus Cell
  Phone

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Ad Likeability
54
43
44
36
34
32
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Media Advertising Likeability
60
45
42
33
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22
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Superstitial Ads are Compared to TV Commercials
66
62
27
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Positive Purchase Intent
15
10
25
23
14
17
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Positive Consideration
29
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35
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14
11
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Accomplish Similar Goals

• Superstitial ads are more closely related to
  television commercials than other Internet
  advertising
• Superstitial ad units can be as likeable as
  television commercials
• Superstitial units can convey key information
  about the brand

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Accomplish Similar Goals

• Superstitial units are almost equal to television
  in communicating the brand name
• Superstitials can generate similar levels of
  interest in purchase, usage and consideration as
  television advertising.

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What type of Internet ad annoys consumers the
most.

• Excerpt from Garner Research and Unicast.com

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Internet Ad Formats

• Pop-up
• Pop-Under
• Banner
• Interstitial

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Survey Results

• 78.3 found that pop-ups to be very annoying
• 49 found banners to be very annoying
• 43 found interstitials to be very annoying
• 38 find television advertising to be annoying

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Conclusions

• The percent of people that find Interstitials/In
  Between-Page ads annoying is only about half that
  find pop-ups annoying.
• Interstitials/Superstitials are annoying, about
  as annoying as television commercials.
• The method and timing of the display of online
  ads is what affects consumer annoyance levels.

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Mass-Offline Marketing Approaches

• Broadcast Media television, radio, outdoor
  public relations
• Print Media newspapers, magazines, yellow pages,
  brochures, newsletters
• Point-of-Purchase Displays

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Personal Offline Marketing Approaches

• Telemarketing
• Direct Mail
• Statement Stuffers
• Customer Service

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Mass Online Approaches

• Basic Online Tools banners, interstitials,
  search engines, point-of-purchase displays
• Applications of Basic Online Tools partnerships
  and affiliate programs, sponsorships, chat rooms,
  serial marketing

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Personal Online Approaches

• Personalized Commercial Websites
• E-mail Marketing viral marketing, loyalty
  programs, customer service

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Communication Process

• Identifying the Target Audience
• Determining the Communication Objective
• Developing the Media Plan
• Creating the Message
• Executing the Campaign
• Evaluating the Effectiveness of the Campaign

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Implementation Across the Four Relationship Stages
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Assignment-CD Keywords and Search Terms

• http//www.wordtracker.com/
• http//goto.com
• https//secure.directhit.com/servlet/AdServlet

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Affiliate - Assignment

• Define your affiliate program
• Who will you target for links?