12:35 AM

Summit of Awesome Day 2 (or why am I afraid of Heidi Kenney?)

Day two of The Summit of Awesome. I never want to leave this place. Really. Except that my sweet husband is not here - is trip is perfect.

We got ton the summit in time to have "breakfast" which was basically your choice of plain pound cake, pound cake with nuts or an apple (my only complaint so far).

I was really looking forward to my first session which was with Heidi Kenney from My Paper Crane. She was really engaging and funny but also sort of shy at the same time. As though she can't quote figure out what all of the fuss is about. If you've seen her stuff you know what all the fuss is about.

She talked about how she manages it all. Her first experience writing a book and how she got started in thte craft world before there were really any resources for people. Anyone who started when she did just had to figure it out for themselves. Anyway, I was planning to ask if I could take her picture after her talk...but for some weird reason I just couldn't make myself do it. She's like craft show famous and stuff. So someone go tell Heidi that I need her picture to complete my Summit of Awesome blogging experience.

I also attended a session called "Monetizing Your Website and Online Advertising Basics" by Sara Dick and Christine Ernest from Hello Craft (the two cuties below).

Here's what I learned:

Step One: Develop and define your online audience.

Check out http://www.Compete.com. It's a website (obviously) where you can plug in your URL and someone elses URL and see how your traffic and demographics line up. It is really useful when determining what sites to advertise ON as well as useful information you can provide to potential advertising purchasers.

Other similar resources are http://www.Quantcast.com and http://www.Sitemeter.com

Which stats matter and what do they mean?

Unique visitors: individuals who visit your website. They may visit multiple times in a month, but they are only counted once.

Page views: the total number of pages that are visited on your website during a specific time. This helps determine how sticky your website is.

Step Two: Define your inventory and create ad packages There are basically two types of ads: image and text. Text ads are best used in email marketing campaigns. If you are selling ads in an email marketing campaign you should be able to tell people what your open rate is (the % of people who open your emails).

Step Three: Define Ad specs

Specify what file types you will accept. .jpg and .gif are the most common.

File size: you should specify around 50kb or less. Ad dimensions: what size ads will you accept? Many craft websites and blogs use square 125x125 or 150x150 Check out http://www.Iab.net for standard sizes and advertising specs.

Step Four: Implementation

Think about where you will put the ads and what that means to your advertisers. Ads that are above the fold (shown on the top of the screen so you don't need to scroll down to view them) are more valuable. Also, ads closer to your content are more valuable because people tend to ignore ads in groups. That said, you also have to consider what the experience is like for your users. It's a fine balancing act

Step Five: determine which model you will use.

The simplest is a static ad that stays in the same place for a set period of time.

You can also use Share of voice: # of impressions forecasted divided by # of impressions purchased= sov% you sell sov on a cpm basis - per 1000 (cost per 1000 impressions or number of times the ad will be shown on the site)

Cost per click (cpc) ads are shown on the website until they receive a specified number of clicks.

Step Six: Reporting standards

It is customary to send the customer a screenshot of their ad being displayed on the website once the ad begins running. Check out http://gyazo.com.

Clicks: let your customer know how many clicks their ad received during the time it was running.

Impressions: If available, let your customer know how many times their ad was shown on the website.

Click through rate = # of clicks divided by impressions.

That's the end of your lesson. More soon. In closing, enjoy these pictures from the party tonight at Land during the tour of the Buy Olympia warehouse.


Schmancy said...

I just sent heidi and you an email. don't be a goof ball. Heidi is awesome. have fun. xo

Unknown said...

Teehee. I love my Schmancy-pants.

Tina said...

Thanks for the advertising tutorial:) That is very helpful, wish I could have been there:(