Lecture By Prof. Fazal Rehman (Shamil)BUSINESS ADVERTISEMENT SOFTWARE INTRODUCTION BY PROF. FAZAL REHMAN (SHAMIL)1 TRADITIONAL ADS SOFTWARE INTRODUCTION BY PROF. FAZAL REHMAN (SHAMIL)2 At the beginning: Traditional Ads Posters Magazines Newspapers Billboards BILLBOARDS SOFTWARE INTRODUCTION BY PROF. FAZAL REHMAN (SHAMIL)3 ONLINE ADS SOFTWARE INTRODUCTION BY PROF. FAZAL REHMAN (SHAMIL)4 Online Ads: Banner Ads Sponsored Search Ads Pay-per-Sale ads Targeting: Show to particular set of viewers. Measurement: Accurate Metrics(standard of measurement.): Clicks, Tracked Purchases. ONLINE ADS SOFTWARE INTRODUCTION BY PROF. FAZAL REHMAN (SHAMIL)5 What is being Sold: Pay-per-Click Pay-per-Action Pay-per-Impression Pricing: Auctions (a public sale in which goods or property are sold to the highest bidder.) Pricing: TYPES OF ADVERTISING SOFTWARE INTRODUCTION BY PROF. FAZAL REHMAN (SHAMIL)6 Search / contextual Social networks & blogs Banner ad networks Individual site placements HOW BANNER AND ADD ARE DESIGNED SOFTWARE INTRODUCTION BY PROF. FAZAL REHMAN (SHAMIL)7 We take the help of different kind of software for designing the attractive adds and banners of our product. Some of the designing tools/software are follows; Adobe Photoshop Correl Draw Inpage for including the Urdu language text on banner and adds. Flash Designing is more attractive but less compatible with web browsers. SOFTWARE INTRODUCTION BY PROF. FAZAL REHMAN (SHAMIL)8 What are web browsers? Software used for searching, and viewing the web pages is called web browser. For Example internet explorer: built-in with windows, dont need to install on windows. Flash player is not built-in, but we can install Google Chrome: Not built in with windows, but we install it on windows most commonly used, Flash supported is built in supported SOFTWARE INTRODUCTION BY PROF. FAZAL REHMAN (SHAMIL)9 Opera explorer Safari explorer Mozilla firefox BANNER ADDS SOFTWARE INTRODUCTION BY PROF. FAZAL REHMAN (SHAMIL)10 SPONSORED SEARCH ADS SOFTWARE INTRODUCTION BY PROF. FAZAL REHMAN (SHAMIL)11 PAY-PER-CLICK SOFTWARE INTRODUCTION BY PROF. FAZAL REHMAN (SHAMIL)12 Pay-per-click (PPC): advertiser pays only when user clicks on ad Common in search advertising Does not require host to trust advertiser Provides incentives for host to improve ad displays AUCTION MECHANISM SOFTWARE INTRODUCTION BY PROF. FAZAL REHMAN (SHAMIL)13 Advertisements sold automatically through auctions: advertisers submit bids indicating value for clicks on particular keywords Low barrier-to-entry Increased transparency of mechanism Keyword bidding allowed increased targeting opportunities AUCTION MECHANISM SOFTWARE INTRODUCTION BY PROF. FAZAL REHMAN (SHAMIL)14 Initial GoTo model: first-price auction Advertisers displayed in order of decreasing bids Upon a click, advertiser is charged a price equal to his bid Used first by Overture/Yahoo! Google model: stylized second-price auction Advertisers ranked according to bid and click-through-rate (CTR), or probability user clicks on ad Upon a click, advertiser is charged minimum amount required to maintain position in ranking SOFTWARE INTRODUCTION BY PROF. FAZAL REHMAN (SHAMIL)15 1.ADWORDS Advertise your business on Google No matter what your budget, you can display your ads on Google and our advertising network. Pay only if people click your ads. You create your ads You create ads and choose keywords, which are words or phrases related to your business. SOFTWARE INTRODUCTION BY PROF. FAZAL REHMAN (SHAMIL)16 2.REACH MORE CUSTOMERS Expand your reach through the Display Network With hundreds of thousands of high-quality websites, news pages, and blogs that partner with Google to display AdWords ads, the Google Display Network can reach users all over the web to help you drive conversions. Choose from text, image, and video formats to communicate your message. Target the right user in the right context Using your keywords, Google's contextual targeting technology can automatically match your ads to webpages in our Display Network that are most relevant to your business. For example, an ad for a digital camera may show up next to an article reviewing the latest digital cameras. If you want greater control, use placement targeting to hand-pick specific sites or sections of sites you want your ads to appear on. Measure and optimize your results With the Placement Performance Report, you have visibility into where all your ads appear. Review your ad's performance on a site-by-site basis to see impression, click, cost, and conversion data, and use this data to identify well-performing sites to target more aggressively and low-value placements that require content optimization or exclusion. SOFTWARE INTRODUCTION BY PROF. FAZAL REHMAN (SHAMIL)17 3.COST AND BUDGET Set your budget There's no minimum spending requirement the amount you pay for AdWords is up to you. You can, for instance, set a daily budget of five dollars and a maximum cost of ten cents for each click on your ad. Pay only for results You're charged only if someone clicks your ad, not when your ad is displayed. Payment options vary by country and currency. SOFTWARE INTRODUCTION BY PROF. FAZAL REHMAN (SHAMIL)18 4. ADVANTAGES OF ONLINE ADVERTISING Adaptability Accountability Targeting Interactivity Efficiency Rapid Response SOFTWARE INTRODUCTION BY PROF. FAZAL REHMAN (SHAMIL)19 5.CPC OR PPC CPC- Cost per click PPC- Pay per click Advertisers only pay when a user clicks the ad and is directed to the website. But what will happen If I click from my pc several times on the same add? Every computer user is identified by IP address. If several clicks from same ip address were done, the any type of penalty can be, like account suspension etc. SOFTWARE INTRODUCTION BY PROF. FAZAL REHMAN (SHAMIL)20 6.WHAT IS IP ADDRESS? SOFTWARE INTRODUCTION BY PROF. FAZAL REHMAN (SHAMIL)21 An Internet Protocol address ( IP address ) is a numerical label assigned to each device (e.g., computer, printer) participating in a computer network that uses the Internet Protocol for communication. An IP address serves two principal functions: host or network interface identification location addressing. 7.COST PER IMPRESSION (CPI) Advertisers pay for exposure (view) of their message to a specific audience number of times an ad loads on the page. Impression versus Pageview? An impression is the display of an ad to a user while viewing a web page. A single web page may contain multiple ads. In such cases, a single pageview would result in one impression for each ad displayed. SOFTWARE INTRODUCTION BY PROF. FAZAL REHMAN (SHAMIL)22 8.MAKE MONEY WITH THE SITE: 1. They could sell their own products on the site. 2. They could sell other peoples products on the site. 3. They could sell banner ads to other companies. 4. They could show banner ads from one of the advertising networks. SOFTWARE INTRODUCTION BY PROF. FAZAL REHMAN (SHAMIL)23 9.HOW TO PUT THE ADD you drop some javascript code on your web pages, Google figures out what ads to show, and when people click on those ads you earn money. Once a month Google will either send you a check or make a direct deposit into your bank account for the money that you earned in the month prior (as long as youve earned at least $100). So, for example, if you earn $1,000 in January, toward the end of February you will get paid your $1,000. Toward the end of March you will get paid for Februarys clicks, etc. SOFTWARE INTRODUCTION BY PROF. FAZAL REHMAN (SHAMIL)24 JUST FOR UNDERSTANDING (JAVA SCRIPT ADDSENS CODE) SOFTWARE INTRODUCTION BY PROF. FAZAL REHMAN (SHAMIL)25 10.TO GET AN ADSENSE If you dont already have an AdSense account, you can apply for one at:Heres what the page looks like: Just click the big Click here to Apply button and youll be taken through an application process. You will need to already have a decent looking website to get an account. Yes, thats right. If you don SOFTWARE INTRODUCTION BY PROF. FAZAL REHMAN (SHAMIL)26 SOFTWARE INTRODUCTION BY PROF. FAZAL REHMAN (SHAMIL)27 QUIZZ 1 Q1 SOFTWARE INTRODUCTION BY PROF. FAZAL REHMAN (SHAMIL) Google addsens belongs to? A. Product production B. registerd and get the ad to put on your site C. to invest and give your company ad to a website. D. none of them Q2 SOFTWARE INTRODUCTION BY PROF. FAZAL REHMAN (SHAMIL)29 You have a small school within a less budget and you want to advertise this school.which one is better? A. online ads B. poster C. daily london times newspaper D. Sama tv E. none of them Q3 SOFTWARE INTRODUCTION BY PROF. FAZAL REHMAN (SHAMIL)30 You have an international school with branches in at least five, and you want to advertise this school.which one is better? A. online ads B. poster C. daily london times newspaper D. Sama tv E. none of them Q4 SOFTWARE INTRODUCTION BY PROF. FAZAL REHMAN (SHAMIL)31 Valid ip address is? A B C D E. all of them F. none of them Q5 SOFTWARE INTRODUCTION BY PROF. FAZAL REHMAN (SHAMIL)32 You pay for every ad view is relates to? A. Pay-per-Click B. Pay-per-Action C. Pay-per-Impression