Successful Online Advertising

in Media Training (England)

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London

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This course is designed for those who wish to develop an online advertising campaign for their business or organisation or re-launch an existing campaign to make it more effective. The course will help you develop a targeted, effective campaign, using the right technology to get the right message to the right people.

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Course objectives This course is designed for those who wish to develop an online advertising campaign for their business or organisation or re-launch an existing campaign to make it more effective. The course will help you develop a targeted, effective campaign, using the right technology to get the right message to the right people.

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Course programme

Successful Online Advertising

INTRODUCTION

Developing an online advertising campaign
What works and what doesn't
What can be done in-house and what can be outsourced to an external interactive ad agency
What makes a site ad-worthy?
Where to advertise?
Analysing web logs
What are interstitial campaigns?
What is rich media and why should I use it?

MEASURING RESULTS
What are Impressions?
What are Pageviews?
What is a click through?
How do I measure cost per click?
What is a click through rate?

BANNER ADVERTISING
When to use banner ads and when not to
Banner ad sizes (Full, Skyscraper, Micro button, Vertical banner, etc)

USING POP-UPS
Why everyone hates pop-ups
BEYOND BANNER ADS
E-zine advertising
E-zine subscription rates
Content sensitive advertising
Advertorials - good or bad?

USING RICH MEDIA
What does rich media content say about you?
Examples of effective rich media
Interstitial advertising
Sponsoring a particular section of a site
Giveaways and promotions
Precise targeting

SEARCH ENGINES
How customers use search engines
The relationship between offline advertising and search engine activity
Using Google AdWords
Picking keywords for a campaign

DEVELOPING YOUR OWN CAMPAIGN
A 10 point campaign for successful
online advertising

QUESTIONS AND ANSWERS

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