BTEC IT L2 Unit 1 - Lesson 2 - Online Advertising

​Unit 1: Online World

Lesson 2 - Online Advertising​

​The class contains a lecture, activities and questions for learners. Run as a live lesson, use for revision.

Paper and coloured pens required for poster making.

Starter

Let's recap on Online Services from last week

Open Ended

What are the 9 types of online services? For example: Government

Multiple Choice

What doe VLE stand for?

• Virtual LAN Encoder

• Virtual Link Environment

• Virtual Learning Environment

• Virtual Local Extranet

Multiple Choice

What type of online service is YouTube?

• E-Commerce

• Entertainment

• Education

• Government

​(Know It All Ninja, 2022 - this is a great revision tool for both Unit 1 & Unit 2)

​With the huge growth of the internet, we have seen a huge growth in how businesses advertise themselves.

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Online advertising is the use of the internet for the purpose of promoting a business’ products, services or messages.

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​Online Adverts

​You’ve seen millions of these!​ They are everywhere.

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There are different methods of online advertising that are used & you need to know some of the reasons why companies use them.

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And some basic details of how online advertising works...

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​Online Adverts

​Advert types

Search Engine Adverts

Banner & Popup Adverts

Email Marketing

The Affiliate Model for Online Advertising

​Search Engine advert

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​Companies pay to have their website appear first

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Companies register their websites to appear higher up in a list of keyword searches - as users will only typically look at the 1st page

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If a user clicks the link, the company is charged a small fee per click.​

​Search Engine advert

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​Many companies pay thousands of pounds performing search engine optimisation*​ to get their website at the top of the search engine results pages.

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*SEO = ​applying different techniques in order to raise a website's search engine rankings & improve its visibility in search results.

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Why do companies do this?

A majority of users will not go to page 2 of the search results

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A large % of users click the first link​

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Better visibility to users = more customers​

​A company can also pay a search engine to have links to their website appear at the top of the results when certain *Keywords are searched.

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Task: Head to Google, and try out some random keywords. What results do you get?​

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​*Keywords = words or phrases that describe a website. They are used by search engines to match an appropriate webpage with a search query.

​​A company will typically only pay the search engine when a user clicks the link, otherwise known as *pay-per-click.​ The cost will vary from pence to £s depending on the popularity of the keywords.

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*Pay-per-click = payment model where advertisers pay a fee each time a user clicks their ads. ​

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TASK​​

Research & take notes ready for the next question​.

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What benefits are there of SEO for the company/advertisers?

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What benefits are there of SEO for users?​

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Open Ended

What benefits are there of SEO for companies/advertisers?

Open Ended

What benefits are there of SEO for users?

Appear at the top/sides of web pages or pop up.

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Often animated thus often distracting & annoying.

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Sometimes they use your browsing history for targeted ads​.

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They also use a Pay-Per-Click model.

Banner & Popups

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TASK​​

With the person sitting near/next to you, find a website that has banner adverts. ​

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Do you have the same or different adverts?​

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Email Marketing​

​Using email to send adverts or newsletters to customers. Alternative to the "junk mail" that would get posted in the letterbox. ​​

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These go straight to the user's (or customer's) inbox.

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Email Marketing​

​​​Companies should only send these to users who request them, otherwise, they are known as *Spam. Which has a bad rep. ​

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Products sold using Spam, are often not legitimate. ​

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*Spam = ​unsolicited bulk emails sent out for advertising purposes, phishing or spreading malware.

Open Ended

Are you more or less likely to respond to non-spam emails adverts? Why?

The affiliate model is where a website recommends a business & provides the links for users to follow.

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​These links have a tracker, that gathers user data & cookies. Users may start seeing similar ads after clicking.

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This also informs the business what website was responsible for user clicks - they may use several websites, the trackers allow them to view which are successful and who/what to pay.

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​Affiliate Marketing​

The ​website hosting the affiliate link will make an income from this. Using either the pay-per-click model, percentage of user's purchase or receiving a one-off payment to drive traffic to the business.

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Used a lot by blogs, influencers and YouTubers/Streamers​

​Affiliate Marketing​

​Pay-Per-Click Model

1. A website displays an advert for another business.

2. If a user clicks on the advert they are redirected to the other business’ website.

3. The original website will receive a payment for that successful click redirection.

Open Ended

What is the benefit of search engine adverts?

Open Ended

Why might a website owner & an advertiser want to be involved with an affiliate model of online advertising? Give 1 reason for each (2 marks)

Multiple Choice

Where do banner ads normally appear?

• At top & sides of webpages

• At the top & bottom of webpages

• Pop-up windows

• During the content

Open Ended

Explain how banner and pop-up adverts aim to capture and retain the interests of web pages users (2 marks)

Multiple Choice

How are banner adverts targeted at users?

• Completely random

• Users get to choose

• Individual users' browser history

• Predict future interests

Multiple Choice

What is the benefit of email advertising over traditional mail adverts?

• More likely to sell

• They look better

• Users prefer them

• Quick & cheap

Multiple Choice

PPC is a payment model where advertisers pay a fee for having their advert appear on someones webpage.

• True

• False