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Course Title: E-COMMERCE

Chapter No: 03“online Advertising and Marketing”

Course Instructor:ILTAF MEHDI

IT Lecturer, MIHE, Kart-i Parwan branch, Kabul

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Online Advertising• Online advertising is a form of promotion that

uses the Internet and World Wide Web to deliver marketing messages to attract customers.

• Examples of online advertising include contextual (related) ads on search engine results pages, banner ads, blogs, Rich Media Ads, Social network advertising, interstitial ads, online classified advertising, advertising networks and e-mail marketing, including e-mail spam.

• Many of these types of ads are delivered by an Ad server.

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Ad serving• Ad serving describes the technology and service that

places advertisements on web sites.• Ad serving technology companies provide software

to web sites and advertisers to serve ads, count them, choose the ads that will make the website or advertiser most money, and monitor progress of different advertising campaign.

• An ad server is a computer server, specifically a web server, that stores advertisements used in online marketing and delivers them to website visitors.

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search engine results page

• A search engine results page (SERP), is the listing of web pages returned by a search engine in response to a keyword query.

• The results normally include a list of web pages with titles, a link to the page, and a short description showing where the Keywords have matched content within the page.

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web banner

• A web banner or banner ad is a form of advertising on the World Wide Web delivered by an ad server.

• This form of online advertising entails embedding an advertisement into a web page. It is intended to attract traffic to a website by linking to the website of the advertiser.

• The advertisement is constructed from an image (GIF, Flash, often employing animation, sound, or video) to maximize presence.

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blog

• A blog (web log) is a personal journal published on the World Wide Web consisting of discrete entries ("posts") typically displayed in reverse chronological order so the most recent post appears first.

• Blogs are usually the work of a single individual, occasionally of a small group, and often are themed on a single subject.

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Interactive media

• Interactive media normally refers to products and services on digital computer-based systems which respond to the user’s actions by presenting content such as text, graphics, animation, video, audio, etc.

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Social network advertising

• Social network advertising is a term that is used to describe a form of Online advertising that focuses on social networking sites. One of the major benefits of advertising on a social networking site (facebook, myspace, friendster, bebo, orkut...and many others) is that advertisers can take advantage of the users information and target their ads appropriately.

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Interstitials• On the World Wide Web, interstitials (forming,

situated in, or relating to one or more small openings, gaps, or cracks) are web pages displayed before or after an expected content page, often to display advertisements or confirm the user's age (prior to showing age-restricted material). Most interstitial advertisements are delivered by an ad server.

• In this context, interstitial is used in the sense of “in between”. The interstitial web page sits between a referenced page and the page which references it—hence it is in between two pages.

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Classified advertising

• Classified advertising is a form of advertising which is particularly common in newspapers, online and other periodicals which may be sold or distributed free of charge.

• Advertisements in a newspaper are typically short, as they are charged for by the line, and one newspaper column wide.

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advertising network

• An online advertising network or ad network is a company that connects advertisers to web sites that want to host advertisements.

• The key function of an ad network is aggregation of ad space supply from publishers and matching it with advertiser demand.

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Email marketing

• Email marketing is directly marketing a commercial message to a group of people using electronic mail email.

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Advertising ChargesThe five most common ways in which online advertising is

purchased are:• CPV (Cost Per Visitor) is when advertisers pay for the

delivery of a Targeted Visitor to the advertisers website.• CPV (Cost Per View) is when advertisers pay for each

unique user view of an advertisement or website (usually used with pop-ups, pop-unders and interstitial ads).

• CPC (Cost Per Click) or PPC (Pay per click) is when advertisers pay each time a user clicks on their listing and is redirected to their website. They do not actually pay for the listing, but only when the listing is clicked on.

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Advertising Charges

• CPL (Cost Per Lead) advertising is identical to CPA advertising and is based on the user completing a form, registering for a newsletter or some other action that the merchant feels will lead to a sale.

• CPS (Cost Per Sale), PPS (Pay Per Sale), or CPO (Cost Per Order) advertising is based on each time a sale is made.

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Online Marketing

• The process through which goods and services move from concept to the customer.

• As a practice, it consists in coordination of four elements called 4P's:

(1) identification, selection, and development of a product,

(2) determination of its price(3) selection of a distribution channel to reach the

customer's place, and

(4) development and implementation of a promotional strategy.

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Basic Rules of Internet Marketing

• 5 Basic Rules of Internet Marketing1. Learn, learn, and learn2. Understand that everything starts with

content3. Be persistent4. Use different techniques5. Track and measure your results

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1. Learn, learn, and learn• Internet marketing is continually evolving: what

may be acceptable in 1999 may no longer work or frowned upon in 2009.

• The best resource on Internet marketing are online experts found in blogs, webmaster forums and online publications.

• Spend time every time reading something.• One great resource is WebmasterWorld.com,

where you can learn about the latest updates of Google to new ways you can monetize your website.

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2. Understand that everything starts with content

• The best Internet marketing tool is your content.

• If you provide original, high quality content (or products, if you are an ecommerce site), people will naturally talk about you.

• They will visit your site, and even recommend it to their friends.

• Other sites will want to link to you, without you paying for the link. And search engines will rank you high.

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3. Be persistent

• Internet marketing is not a one-shot deal. • It is something that you will do on a regular

basis using a variety of techniques.• Competition on the Web is getting very tough

with millions of websites competing for visitors and sales.

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4. Use different techniques

• One of the cardinal rules of Internet marketing is relying on a single marketing tactic.

• The risks are too high if you put all your eggs in one basket.

• Take for example organic search engine optimization where you rank high in Google – you may be #1 today in your main keyword but if Google updates their algorithm, you can get hit and lose as much as 80% of your traffic.

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5. Track and measure your results

• You can only make a list for your internet marketing activities if you know which ones work and which ones don’t.

• Put more resources or dedicate more time in doing activities that can actually bring in traffic.

• Regularly analyze your web logs or web statistics• software to get a clear idea of the most effective

Internet marketing strategy for you.