A203IAE – Making Money Online Dr Simon Hill

Online advertising spend overtakes TV Online advertising represented 23.5% of total spend, ahead of TV’s 21.9% (Oct 2009) UK advertisers spent £3.54 billion online in 2009 – an increase by 5.7% compared to 2008 Expenditure on all offline advertising sectors declined in 2009 Recession has accelerated this trend

Why is Online Advertising Better? Think… Advantages Vs Disadvantages

TV Advertising Web Advertising Press Display Direct Mail Press Classified Outdoor Radio £ millions

PPC Pay Per Click advertising has become the most widely utilized online advertising method. Advertisers only have to pay if someone clicks on their advert (DUH!) Ad’s displayed on search engines but also third party sites KEYWORDS

PPC - Benefits Custom Budgeting – Every business has a different budget, and PPC advertising allows you to specify how much you want to spend on any given day or month.  Custom budgets tailored just for your business. Geo Location – Local and regional campaigns benefit the most from geographical targeting.  If you have an event that is only going to be in Florida, then just target your PPC ads to Florida, and you’re set. Simplicity - The interfaces on the PPC management pages has gotten numbingly easy to use.  Pick a keyword, a bid price and an ad.  Done. 24/7 advertising – Have an online store that runs itself?  Then PPC is definitely for you. Your store is open 24/7, so should your ads.  Even if you’re brick & mortar, your customers search all hours of the day and night – not just during business hours. http://www.kettlewell.net/8-benefits-of-ppc-advertising/

PPC - Benefits Immediate Results – Setup campaign, turn it on. Done. You’re advertising, and can have clicks right now, with sales shortly after that. it doesn’t get any better than “instant on”. Precision Targeting – By choosing keywords that match ads that match the final landing pages means that you can precisely match what a visitor is searching for and target to precisely the page that has what they are searching for. Brand Awareness - Even without people clicking on your PPC ads, if they see your ad in the sideline, they are now aware of you.  Some people will even setup ads designed not to be clicked on, but for brand awareness only.  There are better ways then PPC for brand awareness though. Trackability - PPC ads can easily be tracked through the PPC interface that the search engines give you.  You can track what keywords are being searched, how many clicked on your ads, and even track if they bought a product from the click. http://www.kettlewell.net/8-benefits-of-ppc-advertising/

PPC - Problems Poor results (wasted time) Keyword issues Bid wars Competitors targeting your site Competitors click-jacking Restrictive (often 120 characters or less) Difficult to target demographics Different PPC providers have different rules Little control over what sites display your ad! No guaranteed sale but still costs for ad! Can take a lot of time to get it right! TOO MANY COMPANIES WILL TRY TO CHARGE YOU FOR THIS!

Google Adwords Vs Facebook Ads Twitter Ads Vs App Ads

Viral Marketing Vs Guerrilla Marketing

http://www.youtube.com/watch?v=XQcVllWpwGs What message does this give? Why has it been so successful?

http://www.youtube.com/watch?v=9fLBl_7qL2E What was the message here? Was it effective?

Aviva Insurance Submit a picture and have it inserted into a video The image is then actually projected onto a London building. Effective? Why? What was the message?

http://www.youtube.com/watch?v=QlBMF1MvAGY http://www.youtube.com/watch?v=TnzFRV1LwIo What's the message? http://www.youtube.com/watch?v=5aDCrYUKIMo http://www.youtube.com/watch?v=a37MnPcc9Ok More than just an advert...

Your Task Brainstorm 3 viral marketing campaigns for Virgin Galactic. Decide which is the best idea Present the idea back to the class in 3 minute presentation