Content Marketing_Workbook_v2.0 PT1.pdf

Instead of each individual website trying to sell

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Instead of each individual website trying to sell advertising, there are various ‘advertising networks’, most prominently Google’s Display Network, that combine a very large number of websites. A website owner can install Google’s display network on their site and immediately start serving ads and generating revenue from advertisers. Alternatively, brands can advertise on large websites (such as news publishers) by dealing directly with that large website. f Video Advertising
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23 WORKBOOK | © 2018 SOCIAL MEDIA COLLEGE 10118NAT DIPLOMA OF SOCIAL MEDIA MARKETING | CONTENT MARKETING_V2.0 Video advertising refers to ‘pre-roll’ video ads (displayed before online video content commences), ‘mid-roll’ video ads (which are displayed in the middle of long-form video content), and ‘post-roll’ video ads (shown immediately after a video finishes). The majority of websites that display videos, such as YouTube, catch-up TV, or news websites have ‘pre-roll’ video ads between 10 and 30 seconds in length. Some allow you to skip the ad after a few seconds. Similar to display advertising, there are video advertising networks that aggregate many websites that play online videos. Prominent global video ad networks include AOL, Double Click by Google, and YouTube. You can also purchase video advertising directly through a large publisher’s website (e.g. News.com.au). f Search Engine Marketing (SEM) SEM refers to the ‘paid’ search results that appear at the top of a search engine (e.g. Google). Typically there are four top paid results, as well as more paid results at the bottom of the page. There are also ‘shopping’ ads that show basic information on a product, such as a thumbnail photo, price and product name. All the major search engines have their own SEM management platform (e.g. Google Adwords) that allows advertisers to set up campaigns targeting multiple search terms. The order in which the ads appear is based on an auction system where advertisers bid for particular words or phrases (called ‘keywords’) and pay based on how many people click on the ad. SEM is a powerful marketing tool because consumers have a high ‘purchase intent’. When someone searches for a product, they are usually already aware of the product/service and actively considering whether or not to buy it. For this reason, SEM is already very competitive and relatively expensive for most industries.
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24 WORKBOOK | © 2018 SOCIAL MEDIA COLLEGE 10118NAT DIPLOMA OF SOCIAL MEDIA MARKETING | CONTENT MARKETING_V2.0 f Search Engine Optimisation (SEO) SEO refers to the process of making a website appear at the top of a search engine. The search engine ranking is unpaid and often referred to as ‘organic’ or ‘earned’ because it drives traffic to a website for free. When done properly, SEO ensures that a website appears on the first page of the search results for target keywords. The top organic result is usually located directly underneath the fourth paid result and is determined by the search engine’s algorithm. There
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