Question
Topic: Advertising/PR
Online Advertising - Help With The Basics?
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I'm planning an online advertising campaign (to the general public on a safety issue) and would love your thoughts & advice on what are (probably) the basics.
Models:
- Flat fee based on X versus Pay Per Click.
Do all websites offer each of these different models? Or is PPC primarily only for Search engine types of sites?
Is PPC best?
- Impressions V's Visitors.
I read on this site (I think) that some ads are calculated something along the lines of.
Impressions = 800,000
CPM = 8
Cost is therefore = 6400
First off, Is that how its determined?
Is an Impression = 'number of times an ad is viewed by a user'?
Is this an accurate way to calculate an ad?
And isn't it more important to base a cost on Visitors?
And isn't it even more important (linking it back to above) to those who click through?
- Google Adwords.
I understand this process as - first of all, identifying keywords, 'buying' or bidding for these words & then the ads get placed.
这个过程是一个准确的理解呢?
Is this a worthwhile process to include in an advertising campaign or can they be too easily manipulated?
I presume they do, but do Yahoo have a similar program?
- Measurement.
是什么best way about measuring an online campaign's success?
I read that creating a landing page & using analytics on that page is a good way (I have google analytics)
If I buy an ad on ABC.com will they send me metrics?
Outside of this, I am also looking at SEO for our website, blogs, e-mail/newsletter sign-up but for the time being I thought I had better not overstay my welcome too much by overloading with too many questions. (Perhaps I have already!)
Is there anything else I should look at?
Any advice here is hugely welcome.
Thanks in advance.