1 00:00:01,020 --> 00:00:03,750 Unknown: Take over some skins. These are very high impact 2 00:00:03,750 --> 00:00:08,760 units. And as you can see the blue here is what we see on a 3 00:00:08,850 --> 00:00:12,030 Sporting News website, it actually takes up the majority 4 00:00:12,060 --> 00:00:15,030 of the page. Now, on the Sporting News homepage, this is 5 00:00:15,030 --> 00:00:18,840 generally done by going to the partner direct and saying you 6 00:00:18,840 --> 00:00:21,750 want to do a high impact takeover, and usually around a 7 00:00:21,750 --> 00:00:25,020 particular day, these can be very expensive. A lot of times 8 00:00:25,020 --> 00:00:28,050 they are an upfront cost, it can be 10s of thousands of dollars 9 00:00:28,050 --> 00:00:31,680 or more for one day. So you want to be very specific about where 10 00:00:31,680 --> 00:00:36,090 you're going.

And when you're doing this ad. So if we block 11 00:00:36,090 --> 00:00:39,630 out some of the content on the site, you see all this blue, the 12 00:00:39,630 --> 00:00:42,420 ad unit is actually looks like the majority of the site or 13 00:00:42,420 --> 00:00:46,440 takes up the most most room. All of that blue is clickable people 14 00:00:46,440 --> 00:00:49,260 can engage with that. As you might imagine, engagement rates 15 00:00:49,260 --> 00:00:52,170 are very high. Sometimes it's by accident, you might click on the 16 00:00:52,170 --> 00:00:55,110 side without realizing you're clicking on an ad and then you 17 00:00:55,140 --> 00:00:58,350 immediately close a window, but they definitely are great for 18 00:00:58,350 --> 00:01:01,140 awareness. They are great for you.

Engagement. And they are 19 00:01:01,140 --> 00:01:03,120 great if you have a specific time where you really want to 20 00:01:03,120 --> 00:01:05,520 have you up, maybe have a product launch, maybe you want 21 00:01:05,520 --> 00:01:08,550 to surround an award show, maybe you want to surround football 22 00:01:08,550 --> 00:01:12,480 season. So you go directly to a site like this Merrill Merrill 23 00:01:12,480 --> 00:01:15,060 edge. So we want to surround football. So we're going to go 24 00:01:15,060 --> 00:01:17,850 to Sporting News. And what do you know, right on the front 25 00:01:17,850 --> 00:01:22,170 page, you've got NFL talk, and you've got your ad and your 26 00:01:22,170 --> 00:01:22,590 logo.

27 00:01:24,000 --> 00:01:26,520 It's booking Twitter. So this particular example, we're 28 00:01:26,520 --> 00:01:28,560 rolling into Facebook and Twitter, there are other 29 00:01:28,560 --> 00:01:31,680 options. But these are the two most advanced and the ones that 30 00:01:31,680 --> 00:01:34,950 you're most likely to see on Facebook and Twitter both really 31 00:01:34,950 --> 00:01:38,610 streamline that the process. So on the left hand side, we have 32 00:01:38,610 --> 00:01:41,340 examples of Twitter. And then on the right, we have examples of 33 00:01:41,340 --> 00:01:44,340 Facebook, and we just highlighted the particular ad 34 00:01:44,340 --> 00:01:47,850 units. So starting with Twitter, you have a promoted trend mode 35 00:01:47,850 --> 00:01:52,530 of account and promoted tweet.

So a trend is a hashtag. So if 36 00:01:52,530 --> 00:01:57,510 you've ever seen hashtag that is on the top of that trend. It is 37 00:01:57,540 --> 00:02:00,000 because somebody paid for it. And it's clearly outlined the 38 00:02:00,000 --> 00:02:04,080 This is sponsored by an advertiser promoted tweet, right 39 00:02:04,080 --> 00:02:06,990 in the newsfeed like you might imagine, and then promoted 40 00:02:06,990 --> 00:02:10,740 account. So the promoted tweet is the most commonly used one. 41 00:02:11,190 --> 00:02:13,530 I'm sure you might imagine that it's native, it's right in the 42 00:02:13,530 --> 00:02:17,160 platform.

So on Twitter, that's really the best way to go. 43 00:02:17,430 --> 00:02:20,370 promoted account is important if you want to build up your 44 00:02:20,370 --> 00:02:23,880 follower base, but advertisers are finding that to be less 45 00:02:23,880 --> 00:02:27,000 valuable, especially on Facebook, which I'll address in 46 00:02:27,000 --> 00:02:31,590 a minute. And then the broader trend. I had some uses, it's not 47 00:02:31,590 --> 00:02:35,940 always applicable. One example. A good example is Samsung.

48 00:02:36,570 --> 00:02:40,230 Anytime Apple has a big event, if they do an expo if they 49 00:02:40,230 --> 00:02:43,890 reveal a new computer or a new phone or an iPad or whatever it 50 00:02:43,890 --> 00:02:47,790 might be, Samsung will generally go to Twitter and buy the 51 00:02:47,790 --> 00:02:51,000 promoted trends for that day. So maybe Apple is trending, but 52 00:02:51,000 --> 00:02:54,870 Samsung is gonna show up right next to it and above it. So it's 53 00:02:54,870 --> 00:02:58,350 good conquest in play to for Samsung to do that kind of buy 54 00:02:59,370 --> 00:03:02,190 on Facebook. Similar to Twitter, you got your promoted posts, 55 00:03:02,190 --> 00:03:05,370 which runs in your newsfeed, you have like ads, which are like 56 00:03:05,370 --> 00:03:08,160 promoted accounts to get people to like the page. You have ads 57 00:03:08,160 --> 00:03:12,300 on the right hand rail, and you have mobile apps.

Mobile is the 58 00:03:12,300 --> 00:03:16,110 actually the majority of all ad revenue for Facebook. One big 59 00:03:16,110 --> 00:03:20,370 product that is done really well was the app download. If you've 60 00:03:20,370 --> 00:03:23,730 ever access Facebook, on your mobile phone, you'll see this 61 00:03:23,730 --> 00:03:26,910 you have a number of different apps that are advertised, you 62 00:03:26,910 --> 00:03:29,550 can click a button, it will take you right to the App Store to 63 00:03:29,550 --> 00:03:33,090 actually download that. That is bought on a cost per download 64 00:03:33,090 --> 00:03:36,810 basis. So it's very efficient. For app developers to do the 65 00:03:36,810 --> 00:03:39,420 kind of buy they're only paid for when people actually go and 66 00:03:39,420 --> 00:03:43,020 download their app.

The most common type of ad though, is 67 00:03:43,020 --> 00:03:45,450 your promoted posts in the newsfeed. You can run a video 68 00:03:45,450 --> 00:03:49,260 you can run pictures, you can run links, you can have people 69 00:03:49,260 --> 00:03:52,320 engage with it, like it, comment, share it, do all sorts 70 00:03:52,320 --> 00:03:54,240 of different things. So there's a lot of options there. 71 00:03:54,450 --> 00:03:58,200 engagement rates are very high. You're looking at anywhere from 72 00:03:58,200 --> 00:04:02,850 two and a half to 5%. So if you compare that to our display ads 73 00:04:02,850 --> 00:04:07,530 from earlier, add 0.09% it's a no brainer that you want to be 74 00:04:07,530 --> 00:04:10,710 on Facebook.

Plus Facebook and Twitter give you amazing 75 00:04:10,710 --> 00:04:13,950 targeting capabilities. Because people put in their interest 76 00:04:13,950 --> 00:04:16,050 they say who they are, what they like, where they are, where 77 00:04:16,050 --> 00:04:20,280 they're going, and Facebook and target them. If you are a movie 78 00:04:20,280 --> 00:04:23,310 company and you want to target people who like certain movies, 79 00:04:23,610 --> 00:04:26,220 you go to this website, like if you're the entourage movie and 80 00:04:26,220 --> 00:04:28,860 you want to promote entourage you can go there and say I want 81 00:04:28,860 --> 00:04:32,280 to show this ad to people who like the entourage series on HBO 82 00:04:32,280 --> 00:04:35,910 and they can do that and they can do it efficiently. Audio ads 83 00:04:35,910 --> 00:04:39,600 so you just do your Pandora, Spotify, slacker, pretty 84 00:04:39,600 --> 00:04:43,380 straightforward.

Audio ads serve during a break between songs. It 85 00:04:43,380 --> 00:04:48,570 can be an audio or video ad is usually the audio ads will take 86 00:04:48,570 --> 00:04:50,640 place every couple of songs maybe two to three songs you'll 87 00:04:50,640 --> 00:04:54,210 hear an audio ad. Video Ads generally only take place if you 88 00:04:54,210 --> 00:04:57,360 are taking an action. So as you might imagine, if you use pen 89 00:04:57,360 --> 00:05:00,000 door, it might be in the background so you open up a tab 90 00:05:00,450 --> 00:05:04,260 overcompensation, minimize it and keep going. So they don't 91 00:05:04,260 --> 00:05:06,780 want to serve you a video ad if you're not actually watching it. 92 00:05:07,440 --> 00:05:10,350 But if you want to change the station, for example, you open 93 00:05:10,350 --> 00:05:14,220 up that tab, and you click to a new station.

Pandora now knows 94 00:05:14,250 --> 00:05:17,760 that you're looking at their screen at that particular moment 95 00:05:17,760 --> 00:05:21,120 in time. So the next ad might be a video ad because I know that's 96 00:05:21,120 --> 00:05:23,430 the right time to serve it to you, doesn't mean you won't 97 00:05:23,430 --> 00:05:26,190 immediately minimize and go away. But they're not going to 98 00:05:26,190 --> 00:05:30,390 just run a video ad unless they believe with a high level of 99 00:05:30,390 --> 00:05:33,780 certainty that you are looking at the screen. Display banners 100 00:05:33,780 --> 00:05:36,450 can also run and rotate. You might not even notice them if 101 00:05:36,450 --> 00:05:41,550 it's minimized. But the banner ads are sometimes an added value 102 00:05:41,550 --> 00:05:46,530 by if you do a video or an audio by but they do run and they are 103 00:05:47,100 --> 00:05:54,240 pretty common.

Search which is Google and Bing. For those of 104 00:05:54,240 --> 00:05:58,050 you who use it Google as I mean, it's cool. I don't need to 105 00:05:58,110 --> 00:05:58,980 explain that one. 106 00:06:00,000 --> 00:06:03,390 But what's interesting as you see this, like if you go to 107 00:06:03,390 --> 00:06:07,050 Google knew or looking for golf balls and search by golf balls, 108 00:06:07,530 --> 00:06:09,990 this is the app, or this is the screen that you'd actually see. 109 00:06:09,990 --> 00:06:13,530 And you have a mix of organic and paid here. So it's important 110 00:06:13,530 --> 00:06:17,250 to call out what is actually paid versus organic.

Everything 111 00:06:17,250 --> 00:06:20,850 in red is an ad. That is obviously the vast majority of 112 00:06:20,850 --> 00:06:23,670 the page, which is good. That's what Google wants, because that 113 00:06:23,670 --> 00:06:25,350 means there's more opportunity for you to click and more 114 00:06:25,350 --> 00:06:29,040 opportunities for them to get money. And then obviously, the 115 00:06:29,040 --> 00:06:34,680 things not in red or our organic searches organic results. School 116 00:06:34,680 --> 00:06:37,890 dominates the market, they have over 70% of all search traffic. 117 00:06:38,460 --> 00:06:42,330 All these bids are set on a cost per click.

So you set the bid 118 00:06:42,330 --> 00:06:45,540 ahead of time for a particular keyword or particular ad, and 119 00:06:45,540 --> 00:06:50,040 advertiser will say I'm willing to pay $1 $2 $3 however much 120 00:06:50,160 --> 00:06:54,630 they deem appropriate for an ad for a click. So if you're 121 00:06:54,630 --> 00:06:57,570 selling golf balls and they are $50 a package, you might be 122 00:06:57,570 --> 00:07:00,180 willing to pay a few bucks for a click because you're getting get 123 00:07:00,180 --> 00:07:04,530 that back when they actually buy your product. You set a daily 124 00:07:04,530 --> 00:07:07,740 budget as well. So all the stuff is set manually set on the back 125 00:07:07,740 --> 00:07:10,740 end set with Google, you go and say, I have daily budget of 126 00:07:10,740 --> 00:07:14,430 $1,000. I don't want to go over that. Here's how much I plan to 127 00:07:14,430 --> 00:07:18,030 bid in each particular ad unit and how much I'm willing to pay.

128 00:07:18,600 --> 00:07:22,080 And everything is set. And then just kind of optimize and run 129 00:07:22,080 --> 00:07:24,360 you set your you create your ad, you create your keywords that 130 00:07:24,360 --> 00:07:26,820 you want to target. And then it just kind of goes and Google 131 00:07:26,820 --> 00:07:30,810 will try to spread your budget out over the entire day, whether 132 00:07:30,810 --> 00:07:34,740 that's $10 or $10,000. So do the best to spread it evenly so that 133 00:07:34,740 --> 00:07:37,530 you're not down at any particular time during the day. 134 00:07:38,640 --> 00:07:41,880 The rankings, though, can get pretty complicated. What you 135 00:07:41,880 --> 00:07:46,110 might imagine is that the advertiser who bids the most is 136 00:07:46,110 --> 00:07:50,850 going to show up first, and then the second most will be second, 137 00:07:50,880 --> 00:07:54,060 third, and so on.

That's not always the case. Google takes a 138 00:07:54,060 --> 00:07:56,820 lot of things into consideration. They look at 139 00:07:56,820 --> 00:08:00,330 things like the content on your website. So if you're Selling 140 00:08:00,330 --> 00:08:03,270 golf balls and you have someone says I want to buy golf balls. 141 00:08:03,570 --> 00:08:06,330 And your ad says number one source for golf balls online. 142 00:08:06,720 --> 00:08:10,470 But I click on that ad, and it takes me to golf bags or golf 143 00:08:10,470 --> 00:08:13,980 shoes.

That's gonna hurt because Google will known they said 144 00:08:13,980 --> 00:08:16,590 that's not the right content. Maybe you're bidding more than 145 00:08:16,590 --> 00:08:19,260 everybody else, but you don't have what that person is looking 146 00:08:19,260 --> 00:08:21,960 for. I'm going to put you down, maybe third, fourth, or fifth. 147 00:08:22,380 --> 00:08:25,020 But if it links through directly to the golf ball site, and you 148 00:08:25,020 --> 00:08:28,290 say, We're the number one place online for golf balls, and you 149 00:08:28,290 --> 00:08:31,470 drive people to buy golf balls, and Google says, okay, you're 150 00:08:31,470 --> 00:08:38,790 good, your bid the most and you go into the right content. So 151 00:08:38,790 --> 00:08:41,400 that kind of wraps everything up. We've gone over the IB 152 00:08:41,460 --> 00:08:45,120 banner ads, video ads, rich media takeover skins, social 153 00:08:45,120 --> 00:08:48,720 media, audio, and search ads.

So now that we have that base, we 154 00:08:48,720 --> 00:08:50,490 can move on to the next lesson.