--- GOOGLE ADVERTISING: General
Before you can begin to determine prices (CPC, CPV, etc) and parameters (geography, demographics, etc.) of any Google ads, you'll need to have a Google account. All Google accounts are linked, so if you already have a Gmail account, you don't need a new Google account. You'll also find that it helps to have a web site that you can use as a placeholder web site when you go through the steps of determining your Google ad campaigns. Ditto for a YouTube account/channel.
1. Get a Google account (like Gmail)
2. You'll need an AdWords account -- it's free
3. Have a web site that you can "play" with. I recommend using your portfolio site. If you don't have one yet, you should. Here are some tips.
4. Have a YouTube account/channel for video ads.
--- SEARCH ADS (Ads on SERPs and text ads within Google's network):
To determine the cost per click (CPC) of keywords in Google's AdSense program, follow the following steps here (you'll have to sign up for a free AdSense account).
Click the area that reads:
"Get search volume for a list of keywords or group them into ad groups"
Then, type in all of the keywords/keyphrases you're considering, separating them with commas.
You can search for the exact volume and cost for each of your three cities, but this is not actually required for your assignment.
Then click "Get search volume"
You'll see a chart that indicates both volume, and the estimated cost per click (CPC).
--- VIDEO ADS (YouTube-based and video ads within Google's network):
If you plan to advertise on YouTube, you should watch this video (also shown below), which walks you through the steps and the ad options.
At minimum for your assignment, you'll choose to run ads on a cost per view (CPV) basis, which is very similar to the CPC basis for search ads.
You should modify your "Search" spreadsheet to accommodate your video decisions.
Friday, January 31, 2014
Thursday, January 30, 2014
SOURCES FOR FINDING MEDIA VEHICLES
SRDS Circulation
This reference book is in Owens Library. It lists newspapers and magazines that are distributed in every city in the US, indicating the circulation for each publication for each specific city.
SRDS Consumer Magazine Sourcebook
This reference book is in Owens Library. It lists categories of all US consumer magazines, under which it provides rate and circulation data for each magazine.
SRDS Radio Advertising Sourcebook
This reference book is in Owens Library. It lists all radio station by city or by format. Each station listing reveals audience profile and format. Use this book also for radio rates in individual markets by using the SQAD Spot Radio Cost-Per-Points, which is located near the front of the book. Check the Contents for exact page.
SRDS TV & Cable Sourcebook
This reference book is in Owens Library. It lists TV networks by city -- which does not help you find TV vehicles ideas. However, you will find demographic profiles by city, which helps you understand who lives in the cities you target. This source also provides SQAD cost-per-point so that you can figure out the rate of local TV shows. It also provides the number of TV households by city, another number you need to determine rates. This source also provides a list of both national cable networks and syndicated TV shows, both of which will provide you ideas for specific TV vehicles to use for your target audience.
Arbitron Radio Market Report
These reference books are located in Owens Library. Each report covers a specific city, but the library does not have a book for every city in the country. Each report provides a list of all stations, with station formats, within the city. This source provides listener figures by daypart, which you will need to determine radio rates.
Yahoo's Media Links
This is a list of media vehicle web sites for radio, television, magazines and newspapers. Check links individually to search for media kit information. http://dir.yahoo.com/News_and_Media/ Also, each of the sources listed below will help you identify media vehicles.
This reference book is in Owens Library. It lists newspapers and magazines that are distributed in every city in the US, indicating the circulation for each publication for each specific city.
SRDS Consumer Magazine Sourcebook
This reference book is in Owens Library. It lists categories of all US consumer magazines, under which it provides rate and circulation data for each magazine.
SRDS Radio Advertising Sourcebook
This reference book is in Owens Library. It lists all radio station by city or by format. Each station listing reveals audience profile and format. Use this book also for radio rates in individual markets by using the SQAD Spot Radio Cost-Per-Points, which is located near the front of the book. Check the Contents for exact page.
SRDS TV & Cable Sourcebook
This reference book is in Owens Library. It lists TV networks by city -- which does not help you find TV vehicles ideas. However, you will find demographic profiles by city, which helps you understand who lives in the cities you target. This source also provides SQAD cost-per-point so that you can figure out the rate of local TV shows. It also provides the number of TV households by city, another number you need to determine rates. This source also provides a list of both national cable networks and syndicated TV shows, both of which will provide you ideas for specific TV vehicles to use for your target audience.
Arbitron Radio Market Report
These reference books are located in Owens Library. Each report covers a specific city, but the library does not have a book for every city in the country. Each report provides a list of all stations, with station formats, within the city. This source provides listener figures by daypart, which you will need to determine radio rates.
Yahoo's Media Links
This is a list of media vehicle web sites for radio, television, magazines and newspapers. Check links individually to search for media kit information. http://dir.yahoo.com/News_and_Media/ Also, each of the sources listed below will help you identify media vehicles.
Tuesday, January 28, 2014
Buying Facebook Ads
If you choose to purchase ads on Facebook, start with this page: Facebook.com/advertising
Read this section about how Facebook ads work. Then, in order to determine costs for your specific target (demographic, psychographic and geographic characteristics), you'll have to essentially build an ad that is supposedly for a page that you own. If you do not have administrative rights to a "page," you should work with a friend who does. You won't be actually buying ads, of course. You won't be spending any money. But this is the way to determine actual costs.
So, when you have access to a "page," you can then click "Create an Ad," which starts the process of determining how much Facebook ads might cost for your specific needs.
I recommend you start learning this tool with a "clicks to website" goal. You'll have to enter a URL to start the process. Once you get to the next screen, that's where you'll enter your target's interests. I also recommend that under "Bidding and Pricing" you click the "Manually set your maximum bid for clicks (CPC)" option, which will then trigger an indicator as to how many people you're likely to reach, along with a suggested bid. As with all of your media choices for the media plan, you are choosing how much money you want to spend. But the meter that indicates how many people you'll be reaching is necessary for you to calculate the CPM for your Facebook expenditure.
Read this section about how Facebook ads work. Then, in order to determine costs for your specific target (demographic, psychographic and geographic characteristics), you'll have to essentially build an ad that is supposedly for a page that you own. If you do not have administrative rights to a "page," you should work with a friend who does. You won't be actually buying ads, of course. You won't be spending any money. But this is the way to determine actual costs.
So, when you have access to a "page," you can then click "Create an Ad," which starts the process of determining how much Facebook ads might cost for your specific needs.
I recommend you start learning this tool with a "clicks to website" goal. You'll have to enter a URL to start the process. Once you get to the next screen, that's where you'll enter your target's interests. I also recommend that under "Bidding and Pricing" you click the "Manually set your maximum bid for clicks (CPC)" option, which will then trigger an indicator as to how many people you're likely to reach, along with a suggested bid. As with all of your media choices for the media plan, you are choosing how much money you want to spend. But the meter that indicates how many people you'll be reaching is necessary for you to calculate the CPM for your Facebook expenditure.
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