Contextual Advertising For Small Business

Contextual Advertising For Small Business
Home
Introduction
Overview
A Guide guide
to Creating
Paid Online
A starting
to creating
paid online
Advertising
Campaigns
advertising
campaigns
Unit 1
Unit 2
Unit 3
Unit 44
Unit
Unit 4
Unit 5
Assessment
1
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Katie Head EDET 722 J50-061 headl@email.sc.edu
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Introduction
Overview
Unit 1
Unit 2
Unit 3
Unit 44
Unit
Unit 4
A starting Introduction
guide to creating paid online
advertising
Welcome! campaigns
Online advertising is a great way to
grow your small business and
increase your brand awareness.
By driving more traffic to your
website, you are increasing your
prospects and creating new
business opportunities.
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Introduction
Objectives
Unit 1
Unit 2
Unit 3
Unit 44
Unit
Unit 4
Unit 5
A startingIntroduction
advertising
Overview campaigns
This tutorial will provide learners the tools to fully understand,
and create online advertising campaigns. This can help
generate new business, and increase sales.
The objectives covered in the module will teach small business
employees and owners, the key vocabulary, tools, strategies,
and analysis techniques needed to create successful paid ad
campaigns.
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A starting Introduction
advertising
campaigns
What Your Should
Know
Introduction
Objectives
Unit 1
Unit 2
Unit 3
Unit 44
Unit
Unit 4
Before starting this course, you should have basic knowledge of

how to use the following:
Internet browsers
Social media networks (Twitter and Facebook)
Search engines (Google and Bing)
Google Analytics
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A starting
Introduction
advertising campaigns
What Your Should Have
Introduction
Objectives
Unit 1
Unit 2
Unit 3
Unit 44
Unit
Unit 4
Before starting this course, you should have access to the

following:
A computer or laptop
A stable connection to the internet
Pen and paper
Access to Facebook, Twitter, Bing, and Google
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Unit 1
Unit 2
Unit 3
Unit 44
Unit
Unit 4
Unit 5
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Introduction
A starting
advertising
Tutorial Guidecampaigns
Timing:
This tutorial is self-paced. Each unit is designed to take 5 minutes
to complete, so the entire tutorial should take 30 minutes.
Navigation:
The list of orange buttons on the left hand side will allow you to
jump to different areas in the tutorial
The green navigation buttons in the bottom right allow you to
move to the:
Next slide
Previous slide
Tutorial Home
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Introduction
A starting
Tutorial Guide (Continued)
Assessment
The light bulb icon indicates you have reached an assessment
activity
Some assessment items are brainstorming with pen and paper.

Others are multiple choice questions.
Before moving to the following Unit, answer the assessment
questions to the best of your knowledge
Correct answers will display a check
Incorrect answers will display an X
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Once you have completed the assessment, click the right arrow
to move to the next unit.
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A startingObjectives
advertising
campaigns
Introduction
Introduction
Objectives
Unit 1
Unit 2
Unit 3
Unit 44
Unit
Unit 4
Unit 5
This tutorial is intended to teach the entire lifecycle of a paid online advertising campaign.
It is recommended to take each unit in order.
There are 5 units in this tutorial:
Unit 1 Key Terms and Providers: You will be learning the vocabulary associated
with creating a online advertising campaign
Unit 2 Contextual Advertising Units: You will learn how to identity different types
on online advertising, and when they are most effective
Unit 3 Strategic Campaign Planning: You will learn how to decide on what kind of
campaign you need to create to meet your goals
Unit 4 Design and Copywriting: You will learn the best practices when creating
your advertising campaign assets
Unit 5 Gauging Ad Effectiveness: You will learn how to measure whether an ad is

successful, and is reaching your goals
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Unit 4
A startingPre-Test
Please take a moment to take the pre-test to
see you existing knowledge of internet
advertising
Take Pre- Test
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Introduction
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Unit 1
Unit 2
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Unit
Unit 4
Unit 5
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Unit 1: Key Terms

Introduction
In this unit, you will be learning the foundation vocabulary
needed to understand paid online advertising.
Paid online advertising is a way for

small businesses to drive traffic and
increase brand exposure, by
promoting advertising to targeted
audiences.
Paid online advertising is

also commonly know now
as Contextual Advertising
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Unitguide
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Terms paid online
A starting
to creating
advertising
campaigns
Cost Structures
Introduction
Objectives
Unit 1
Unit 2
Unit 3
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Unit 5
PPC: Pay Per Click- A cost structure used by advertising

networks in which the advertiser only pays when the ad being
promoted is clicked on
CPC: Cost Per Click- This is the amount you are charged each
time someone clicks on your ad. The cost is generally defined by
the amount of competition in a category, and the amount of
exposure you are willing to pay for. (Ad spend/clicks)
.
Example: I created a PPC ad and bid $15 for the day. Three
people clicked on my ad, so my CPC was $5
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Terms paid online
A starting
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campaigns
Cost Structures
Introduction
Objectives
Unit 1
Unit 2
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Unit 4
Unit 5
Impressions- This is the amount views your ad receives

Campaign Reach- Generally used in Facebook, this is the amount of
individuals that view your ad
CPM: Cost per 1,000- This is a cost structure in which you pay
per every 1,000 impressions of your ad (Impressions/ad spend).
Example: I created an ad with a campaign reach of 2,000 people for
$100 dollars. My CPM is 50$
.
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Unit 1
Unit 2
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Unit
Unit 4
Unit 5
Assessment
Unitguide
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Terms paid online
A starting
to creating
advertising
campaigns
Results
Measurements
Conversion- This is a customer taking an action that you have set as
a pre-determined goal. For e-commerce this may be making a
purchase in your online store. For B2B this may be someone
completing a sign up form.
CPA: Cost Per Acquisition: This is how much it costs to get a
conversion from a viewer (ad spend/conversion).
Example: My conversion goal will be for viewers to click on my ad
and make a purchase from my online store. I paid 50$ for my ad,
and 2 viewers clicked on my ad and made a purchase in my store.
My CPA is 25$
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Terms paid online
A starting
to creating
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campaigns
Results
Measurements
Introduction
Objectives
Unit 1
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Unit
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CTR: Click through rate: This is the rate at which you ad was seen
and was clicked on (impressions/clicks). The higher the CTR, the
more effective your ad.
Example: My ad received 1,000 impressions and 100 people clicked
through. My CTR is 10%
.
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Introduction
Objectives
Unit 1
Unit 2
Unit 3
Unit 44
Unit
Unit 4
Unitguide
1: Key
Terms paid online
A starting
to creating
advertising
Assessmentcampaigns
Given the definition, match the correct term:
Online advertising is now commonly known as ________:

Conversion Marketing
Contextual Advertising
Display Advertising
Search Engine Marketing
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Introduction
Objectives
Unit 1
Unit 2
Unit 3
Unit 44
Unit
Unit 4
Unitguide
1: Key
Terms paid online
A starting
to creating
advertising
Assessmentcampaigns
Given the selection of acronyms, match the correct
definition.
This cost structure of advertising is also known as Paid
Search, this is within search engines:
CPA
CTR
PPC
SEM
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Introduction
Objectives
Unit 1
Unit 2
Unit 3
Unit 44
Unit
Unit 4
Unitguide
1: Key
Terms paid online
A starting
to creating
advertising
Assessmentcampaigns
Given the selection of acronyms, match the correct
definition.
The percentage of viewers that click on an ad is known

as:
CPA
CTR
PPC
SEM
Unit 5
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Introduction
Objectives
Unit 1
Unitguide
1: Key
Terms paid online
A starting
to creating
advertising
Assessmentcampaigns
When a viewer completes an action you have set as a goal
it is referred to as a:
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Completion
Conversion
Impression
Offer Claim
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Introduction
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Unit 1
Unitguide
1: Key
Terms paid online
A starting
to creating
advertising
campaigns
Results
Correct! Good Job!
Unit 2
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Unit
Unit 4
Unit 5
Assessment
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Unit 1
Unitguide
1: Key
Terms paid online
A starting
to creating
advertising
campaigns
Results
Incorrect, please try again.
Unit 2
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guide to Advertising
creating paid online
Unit A2:starting
Contextual
Units
advertising
campaigns
Introduction
Contextual advertising consists of various ad platforms where

businesses can purchase ad space. Each platform offers unique
features, and types of advertisements.
Contextual ad networks are broken down into two main
categories:
Search Engine Ad Networks Ads are served within the search

engines, and websites the search engines have partnerships
with
Social Media Ad Networks Ads are served within the social

media platforms
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By learning different ad unit options, you we be prepared to start
strategizing the best campaign for your business.
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Introduction
UnitA2:
Contextual
Advertising
Units
starting
guide to creating
paid online
advertising
campaigns
Types
of Contextual
Advertising
Objectives
Unit 1
Unit 2
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Click on the image to see the SEM ads
SEM: Search
Engine MarketingAlso known as
Paid Search, this
is paid promotion
of ads showing up
in the top,
bottom, or sidebar
of search results.
Assessment
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Introduction
Objectives
Unit 1
Unit 2:
Contextual
Units
A starting
guide toAdvertising
advertising
campaigns
Types
of Contextual Advertising
Display ads- Often called banner ads these have an
image linking to the advertisers website
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Introduction
Objectives
Unit 1
Unit
2: Contextual
Advertising
A starting
guide to creating
paid online Units
advertising
Google campaigns
AdWords
Owned by Google, AdWords serves paid ads through its
search engine. Ads are served on a CPC or CPM basis, with
the ability to target demographics, or devices.
Unit 2
Unit 3
Unit 44
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Unit 4
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Introduction
Objectives
Unit 1
Unit
2: Contextual
Advertising
A
starting
guide to creating
paid online Units
advertising
Google campaigns
AdWords Ad Types
SEM Ads
Display Ads
Unit 2
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YouTube Ads Google has now owns

YouTube and serves video ads through
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the social media channel
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Introduction
Objectives
Unit 1
Unit 2
Unit
2: Contextual
Advertising
A starting
guide to creating
paid onlineUnits
advertising Bing
campaigns
Ads
Owned by a partnership with search engines Bing and Yahoo, this
platform is also known as the Yahoo! Bing network. Promoted ads are
served on both search engines. Ads are served on a CPC or CPM
basis, with the ability to target demographics, or devices.
Unit 3
Unit 44
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Unit 4
Unit 5
Assessment
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Introduction
Objectives
Unit 1
Unit
2: Contextual
Advertising
A starting
guide to creating
paid online Units
advertising Bing
campaigns
Ad Types
SEM Ads
Display Ads
Unit 2
Unit 3
Unit 44
Unit
Unit 4
Unit 5
Assessment
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Introduction
Objectives
Unit 1
Unit A2:starting
Contextual
Units
advertising
Assessmentcampaigns
Identify the search engine ad unit based on the image
Unit 2
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CPC
Display
Promoted Trend
SEM
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Introduction
Objectives
Unit 1
Unitguide
1: Key
Terms paid online
A starting
to creating
advertising
campaigns
Results
Correct! Good Job!
Unit 2
Unit 3
Unit 44
Unit
Unit 4
Unit 5
Assessment
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Post-Test

Home
Introduction
Objectives
Unit 1
Unitguide
1: Key
Terms paid online
A starting
to creating
advertising
campaigns
Results
Unit 2
Unit 3
Unit 44
Unit
Unit 4
Unit 5
Assessment
30
Post-Test

Home
Introduction
Objectives
Unit 1
Unit A2:starting
Contextual
Units
advertising
Assessmentcampaigns
Identify the search engine ad unit based on the image
Unit 2
Unit 3
Unit 44
Unit
Unit 4
Unit 5
Assessment
Post-Test
CPC
Display
Promoted Trend
SEM
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Home
Introduction
Objectives
Unit 1
Unitguide
1: Key
Terms paid online
A starting
to creating
advertising
campaigns
Results
Correct! Good Job!
Unit 2
Unit 3
Unit 44
Unit
Unit 4
Unit 5
Assessment
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Post-Test

Home
Introduction
Objectives
Unit 1
Unitguide
1: Key
Terms paid online
A starting
to creating
advertising
campaigns
Results
Correct! Good Job!
Unit 2
Unit 3
Unit 44
Unit
Unit 4
Unit 5
Assessment
33
Post-Test

Home
Introduction
Objectives
Unit 1
Unitguide
1: Key
Terms paid online
A starting
to creating
advertising
campaigns
Results
Unit 2
Unit 3
Unit 44
Unit
Unit 4
Unit 5
Assessment
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Home
Introduction
Objectives
Unit 1
Unitguide
1: Key
Terms paid online
A starting
to creating
advertising
campaigns
Results
Unit 2
Unit 3
Unit 44
Unit
Unit 4
Unit 5
Assessment
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Home
Introduction
Objectives
Unit 1
Unit 2
Unit
2: Contextual
Advertising
A starting
guide to creating
paid online Units
advertising
campaigns
Facebook
Ad Manager
This ad platform hosts ads either in the right-hand side bar of
viewers Facebook page, or as promoted content within a viewers
newsfeed. Ads are served on a CPC, CPA, or Campaign reach basis.
This can direct the viewer to the companys Facebook page, or
website.
Unit 3
Unit 44
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Unit 4
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Unit A2:starting
Contextual
Units
advertising
campaigns
Facebook Ad Types
Promoted postCan pay to boost
content that you
post on your
company Facebook
page
Website
Conversion
Encourages the
viewer to take
an action on
your website
Domain Ad This
is a display ad in
the right side bar
that promotes
either a Facebook
page or website
Click to Website
Gets people to
click through to
you website
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Home
Introduction
Objectives
Unit 1
Unit 2
Unit 2: Social Media Platforms
A starting
Facebook Ad Types
Video Ad
Streaming
video ad
Unit 3
Unit 44
Unit
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Offer Claims
Can create offers
for people to
redeem in your
store
Event Response
Ad Encourages
viewers to sign up
for your event
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Home
Introduction
Objectives
Unit 1
Unit
2: Social
Platforms
A starting
guideMedia
to creating
paid online
advertising
Twitter Adscampaigns
This ad platform hosts ads in the right-hand side bar or within
the twitter feed.
Unit 2
Unit 3
Unit 44
Unit
Unit 4
Unit 5
Assessment
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Introduction
Objectives
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Unit 2
Unit 3
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Unit 4
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Unit
2: Social
Platforms
A starting
guideMedia
to creating
paid online
advertising
campaigns
Twitter Ad Types
Promoted
account This
encourages the
viewer to follow
your business
account, once
they become a
follower, they
will be able to
see all of your
tweets
Promoted trends
This appears
within the list of
what is trending
next to the
twitter timeline.
Trends are
tailored to the
viewer based on
their location and
who they follow
Promoted tweets This appears in

the viewers twitter feed, along
with Head
regular
tweets
Katie
EDET
722 J50-061 headl@email.sc.edu
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Home
Introduction
Objectives
Unit A2:starting
Contextual
Units
advertising
Assessmentcampaigns
Identity the social media ad unit based on the image:
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Domain Ad
Page Like Ad
Promoted Trend
Website Conversion
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Objectives
Unit 1
Unitguide
1: Key
Terms paid online
A starting
to creating
advertising
campaigns
Results
Correct! Good Job!
Unit 2
Unit 3
Unit 44
Unit
Unit 4
Unit 5
Assessment
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Post-Test

Home
Introduction
Objectives
Unit 1
Unitguide
1: Key
Terms paid online
A starting
to creating
advertising
campaigns
Results
Unit 2
Unit 3
Unit 44
Unit
Unit 4
Unit 5
Assessment
43
Post-Test

Home
Introduction
Objectives
Unit A2:starting
Contextual
Units
advertising
Assessmentcampaigns
Identity the social media ad unit based on the image:
Unit 1
Unit 2
Unit 3
Unit 44
Unit
Unit 4
Unit 5
Assessment
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Promoted Account
Promoted Post
Promoted Trend
Promoted Tweet
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Home
Introduction
Objectives
Unit 1
Unitguide
1: Key
Terms paid online
A starting
to creating
advertising
campaigns
Results
Correct! Good Job!
Unit 2
Unit 3
Unit 44
Unit
Unit 4
Unit 5
Assessment
45
Post-Test

Home
Introduction
Objectives
Unit 1
Unitguide
1: Key
Terms paid online
A starting
to creating
advertising
campaigns
Results
Unit 2
Unit 3
Unit 44
Unit
Unit 4
Unit 5
Assessment
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Introduction
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Unit 1
Unit 2
Unit 3
Unit 44
Unit
Unit 4
Unit 3: Strategic Planning

Introduction
Creating goals for your paid ads is crucial to you success
within online advertising. There are many considerations to
keep in mind when creating an advertising strategy.
These are the aspects of strategy this unit focuses on:
Goals
Audience
Keywords
Medium
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Unit 1
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Unit 4
Goals
Decide what a conversion will be for your campaign, this will
ensure you can gauge the success of your campaign. Some
examples of conversions are:
Completed sign-up form/email address capture

Online purchase
Increased social media following
Increased traffic to your website
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Audience
Advertising to the correct demographic can help you from
wasting ad dollars. With paid ads, you can target your
general audience, or select specific sub-sets within that
audience.
Often the more targeted your ads, the more effective they
can be. If you are unsure as to who is visiting your website,
Google analytics help provide this insight.
Examples:
General: People that have an interest in
Landrovers
Subset: Males 25-45 within the Florida area that
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have an interest in Landrovers

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Keywords
Keyword planning is especially important for SEM. By bidding on
keywords within search engines, you ad will be shown when
viewers key in those terms. You may have an idea of the
keywords your audience is searching. If not, here are some ways
to find them:
Look at the keywords bringing in organic traffic in
Google Anaytics
Use Googles free Keyword Planner:
https://adwords.google.com/KeywordPlanner
Example keywords:
For a Landrover Parts Dealer these would be keywords:
Landrover, RangeRover, Rover Parts, Landrover Parts,
Landrover Engine, Landrover, Muffler, ect.
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3: guide
Strategic
Planning
AUnit
starting
to creating
paid online
advertising
Assessmentcampaigns
Using you pen and paper, come up with a list of
10 keywords that best describe your business

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Introduction
Objectives

Medium
Unit 2
Choose your medium: Now that you have identified the what
and Whom you need to choose how you are going to get your
message to your audience. Choose an advertising platform, and
ad type for you campaign. (See unit 3 for options).
Unit 3
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Unit
Unit 4
Example:
Website conversion ad on Facebook encouraging viewers to
sign-up for my email list
SEM ad placed in Bing Ads
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Unit 2
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3: guide
Strategic
Planning
AUnit
starting
to creating
paid online
advertising
Assessmentcampaigns
When trying to increase your email database, identify the
most effective strategy:
Increased Social Media
Following
Completed Newsletter
Sign Up
Increased Organic
Website Traffic
Completed Online
Purchase
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Home
Introduction
Objectives
Unit 1
Unitguide
1: Key
Terms paid online
A starting
to creating
advertising
campaigns
Results
Correct! Good Job!
Unit 2
Unit 3
Unit 44
Unit
Unit 4
Unit 5
Assessment
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Home
Introduction
Objectives
Unit 1
Unitguide
1: Key
Terms paid online
A starting
to creating
advertising
campaigns
Results
Unit 2
Unit 3
Unit 44
Unit
Unit 4
Unit 5
Assessment
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Introduction
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Unit 1
Unit 2
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Unit
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3: guide
Strategic
Planning
AUnit
starting
to creating
paid online
advertising
Assessmentcampaigns
When trying to reach viewers looking for landscaping in
Columbia, S.C., identify the most effective strategy:
Facebook website
conversion ad
Promoted trend on
Twitter
Display Ad on Columbia
tourism website
SEM ad in Google,
targeting keywords
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Home
Introduction
Objectives
Unit 1
Unitguide
1: Key
Terms paid online
A starting
to creating
advertising
campaigns
Results
Correct! Good Job!
Unit 2
Unit 3
Unit 44
Unit
Unit 4
Unit 5
Assessment
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Home
Introduction
Objectives
Unit 1
Unitguide
1: Key
Terms paid online
A starting
to creating
advertising
campaigns
Results
Unit 2
Unit 3
Unit 44
Unit
Unit 4
Unit 5
Assessment
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Introduction
Objectives
Unit 1
Unit 2
Unit 3
Unit 44
Unit
Unit 4
Unit 4: Design and Copywriting

Introduction
After you have chosen what type of ad you want to create, you
need to think about what message and graphics will produce the
highest conversions.
In this unit, you will learn the best practices for ad design and
copywriting to help maximize click through rates
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Unit 2
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Unit 4

Copywriting
Copywriting: Ad copy should be brief and to the point, given
most viewers will only glance at your ad. Most ads have
characters limits (ex. Adwords SEM ad headline allows for 25
characters), so it is important to have a strong call-to-action
(CTA).
Example:
RoverLand Parts- Low Prices, in stock, and ready to ship!
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Unit 5
Assessment

Design
If you are using display advertising, your messaging needs to be
clear, and not lost within the graphic.
Considerations:
Only use high-resolutions images, that are the correct
dimensions (this will be based on the type of ad and ad
platform selected)
Keep typography in mind. You should have a clear easy to
read call to action, that encourages the viewer to convert.
Be mindful of your audience, and that the image is
appropriate for the demographic you are targeting.
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Introduction
Objectives
Unit 1
Unit 2

Examples
Good Copywriting: Strong
CTA, brief and to the point
copy
Bad Copywriting: Too much

copy, no strong CTA
Unit 3
Unit 44
Unit
Unit 4
Unit 5
Assessment
62
Post-Test

Home
Introduction
Objectives
Unit 1
Unit 2

Examples
Good Design: Graphic helps
sell the product with use of
typography and high
resolution image
Bad Design: No use of

typography, image does not
help sell the service
Unit 3
Unit 44
Unit
Unit 4
Unit 5
Assessment
63
Post-Test

Home
Introduction
Objectives
Unit 1
4: guide
Design
and Copywriting
AUnit
starting
to creating
paid online
advertising
Assessmentcampaigns
Given the ad below, identify the best option for producing a
higher CTR:
Unit 2
Unit 3
Unit 44
Unit
Unit 4
Unit 5
Assessment
Post-Test
Choose an appropriate
hi-resolution image
Have a strong CTA
Use an appropriate
amount of characters
Reduce Ad Clutter
64

Home
Introduction
Objectives
Unit 1
Unitguide
1: Key
Terms paid online
A starting
to creating
advertising
campaigns
Results
Correct! Good Job!
Unit 2
Unit 3
Unit 44
Unit
Unit 4
Unit 5
Assessment
65
Post-Test

Home
Introduction
Objectives
Unit 1
Unitguide
1: Key
Terms paid online
A starting
to creating
advertising
campaigns
Results
Unit 2
Unit 3
Unit 44
Unit
Unit 4
Unit 5
Assessment
66
Post-Test

Home
Introduction
Objectives
Unit 1

Assessment
higher CTR:
hi-resolution image
Have a strong CTA
Use an appropriate
Reduce ad clutter
Unit 2
Unit 3
Unit 44
Unit
Unit 4
Unit 5
Assessment
67
Post-Test

Home
Introduction
Objectives
Unit 1
4: guide
Design
and Copywriting
AUnit
starting
to creating
paid online
advertising
Assessmentcampaigns
higher CTR:
Unit 2
Unit 3
Unit 44
Unit
Unit 4
Unit 5
Assessment
Post-Test
hi-resolution image
Have a strong CTA
Use an appropriate
Reduce Ad Clutter
68

Home
Introduction
Objectives
Unit 1
Unitguide
1: Key
Terms paid online
A starting
to creating
advertising
campaigns
Results
Correct! Good Job!
Unit 2
Unit 3
Unit 44
Unit
Unit 4
Unit 5
Assessment
69
Post-Test

Home
Introduction
Objectives
Unit 1
Unitguide
1: Key
Terms paid online
A starting
to creating
advertising
campaigns
Results
Unit 2
Unit 3
Unit 44
Unit
Unit 4
Unit 5
Assessment
70
Post-Test

Home
Unit 5: Gauging Ad Effectiveness
Introduction
Objectives
Unit 1
Unit 2
Unit 3
Unit 44
Unit
Unit 4
Introduction
Now that you have implemented a campaign, you will need to
monitor your ad to measure the results. If the ad is not
producing the desired results, you will need to re-work the
campaign, or change the strategy.
In this unit we will focus on two aspects of measuring ad effectiveness:
Monitoring
Analyzing
Unit 5
Assessment
71
Post-Test

Home
Introduction
Objectives
Unit 1
Unit 2
Unit 3
Unit 44
Unit
Unit 4

Introduction
Monitoring: All of the ad platforms covered have their own
internal monitoring tools that allow you to view the
effectiveness of you ad.
Considerations:
Conversions
CPC
CTR
CPA
Spend (the total amount of you ad cost)
Unit 5
Assessment
72
Post-Test

Home
Introduction
Objectives
Unit 1
Unit 2
Unit 3
Unit 44
Unit
Unit 4

Introduction
Analyzing: After your campaign has been running, or is finished,
it is helpful to get an overview of the overall effectiveness.
Google analytics is a helpful tool for getting this reporting.
Considerations:
Increased conversions
Increased web traffic
Use of campaign specific promotion code
Unit 5
Assessment
73
Post-Test

Home
Introduction
Objectives
Unit 1
Unit 2
Unit 3
Unit 44
Unit
Unit 4
Unit 5
Assessment
Post-Test

Monitoring
All of the ad platforms covered have their own internal
monitoring tools that allow you to view the effectiveness of you
ad.
Considerations- Keep in mind the following when
monitoring your ad:
Conversions The higher the amount of conversions,
the better
CPC The lower the cost per click, the better
Ex. A $1 CPC is better than a $5 CPC
CTR The higher the click through rate, the better
A 5% CTR is better than a 1% CTR
CPA The lower the cost per acquisition the better
Ex. A $1 CPA is better than $5
74
Spend (the total amount of you ad cost) This is
dependent
on headl@email.sc.edu
your goals
Katie Head EDET
722 J50-061

Home
Introduction
Objectives
Unit 1
Unit 2
Unit 3
Unit 44
Unit
Unit 4

Analyzing
After your campaign has been running, or is finished, it is helpful
to get an overview of the overall effectiveness. Google analytics
is a helpful tool for getting this reporting.
Considerations:
Increased conversions
Increased web traffic
Use of campaign specific promotion code
Unit 5
Assessment
75
Post-Test

Home
Introduction
Objectives
Unit 1
Unit 2
Unit 3
Unit 44
Unit
Unit 4
Unit 5
Assessment
Post-Test
Unit
5: Gauging
Ad Effectiveness
A starting
guide to creating
paid online
advertising
Assessmentcampaigns
Identify the most successful ad campaign:
Has a CTR of 0%
Has a CTR of 10%
Has a CTR of $20
Has a CTR of $5
76

Home
Introduction
Objectives
Unit 1
Unitguide
1: Key
Terms paid online
A starting
to creating
advertising
campaigns
Results
Correct! Good Job!
Unit 2
Unit 3
Unit 44
Unit
Unit 4
Unit 5
Assessment
77
Post-Test

Home
Introduction
Objectives
Unit 1
Unitguide
1: Key
Terms paid online
A starting
to creating
advertising
campaigns
Results
Unit 2
Unit 3
Unit 44
Unit
Unit 4
Unit 5
Assessment
78
Post-Test

Home
Introduction

Assessment
Objectives
Unit 1
Unit 2
Unit 3
Unit 44
Unit
Unit 4
Ad
Ad
Ad
Ad
has
has
has
has
CPA of $2.00
CPA of $15
CPA of 5%
CPA of 90%
Unit 5
Assessment
79
Post-Test

Home
Introduction
Objectives
Unit 1
Unit 2
Unit 3
Unit 44
Unit
Unit 4
Unit 5
Assessment
Post-Test
Unit
5: Gauging
Ad Effectiveness
A starting
guide to creating
paid online
advertising
Assessmentcampaigns
Has a CPA of $2.00
Has a CPA of $15.00
Has a CPA of 5%
Has a CPA of 90%
80

Home
Introduction
Objectives
Unit 1
Unitguide
1: Key
Terms paid online
A starting
to creating
advertising
campaigns
Results
Correct! Good Job!
Unit 2
Unit 3
Unit 44
Unit
Unit 4
Unit 5
Assessment
81
Post-Test

Home
Introduction
Objectives
Unit 1
Unitguide
1: Key
Terms paid online
A starting
to creating
advertising
campaigns
Results
Unit 2
Unit 3
Unit 44
Unit
Unit 4
Unit 5
Assessment
82
Post-Test

Home
Introduction
Objectives
Unit 1
Unit 2
Unit 3
Unit 44
Unit
Unit 4
Assessment
A starting
advertising
campaigns
Results
Please Take a moment to complete the survey about your
learning experience.
Take Survey
Unit 5
Assessment
83
Post-Test

Home
Introduction
Objectives
Unit 1
Unit 2
Unit 3
Unit 44
Unit
Unit 4
A startingPost-Test
Congratulations! You have finished the tutorial!
Now you can take the post-test to see what you
have learned.
Take Post- Test
Unit 5
Assessment
84
Post-Test

Contextual Advertising For Small Business

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Katie Head EDET 722 J50-061 headl@email.sc.edu