Black Belt Web Marketing.pdf - Costa del Sol

Lesson Objectives
Upon completion of this lesson, you will have learned:
The differences between on-line advertising and off-line
The similarities between on-line advertising and other Web Marketing Techniques
The two primary methods of advertising on-line
Common on-line advertising terminology
The importance of adapting to the future of on-line advertising
Guidelines to follow when developing an on-line advertising campaign
The characteristics of effective banner ads
A selection criteria for finding suitable locations for your banner ads
Three ways to find Web sites that meet your selection criteria
Guidelines for deciding to purchase a key word at search engines.
Feasible non-cash alternatives to buying ad space
The importance of testing early in your advertising campaign
How to negotiate an affordable click-through rate.
How to track the effectiveness of your banner ads
The concept of using jump or bridge pages to track ad effectiveness.
How to prepare your own site for accepting advertising
Guidelines for when to consider ad exchanges, networks, and auctions to find locations for your
banner ads.
Why sponsoring content such as mailing lists and newsletters is gaining popularity.
Tips for improving the responsiveness of sponsored content ads
The importance of off-line advertising to complement on-line advertising.
Lesson 10 Pg. 2