Mike recently self-published his first book. Now he needs help advertising it. Leo says that social media, Google, and Amazon are the three best places to advertise. But he also asks "where are your readers"? For that, Facebook and Google are the best to go for buying advertising. And the marketing is very narrowly focused, with small $100 buys. Leo recommends APE: Author, Publisher, Entrepreneur—How to Publish a Book by Guy Kawasaki.
Google has announced that it will put an ad blocker into the Chrome browser that will get rid of "annoying ads." Leo says more likely, since Google is in the ad business, they will block all ads but their own. Leo says that's terribly anti competitive, but since it's the number one browser, it makes sense that Google would do it.
Steve has a new advertising budget to expand clientele, focusing on 30-50 year olds in Southern California. The budget includes SEO, pay per click and other advertising. Leo says that SEO or search engine optimization, is largely snake oil. It can help him, but it doesn't make a huge difference. Leo would advise separating that out of his advertising budget. As for advertising on Bing, he should check the market share. That may not be a good place to put it.
Monday is starting a new wedding website and wants to have advertising, but has no clue what to charge. Leo says not to do it herself. She should start with Google AdSense. They'll take 45% of the ad revenue, but they do all the work, too. Once the site gets serious traffic, then she can go out and start selling ads herself. She shouldn't quit her day job yet though, it won't be a lot of money. Cost per click is far more lucrative than impressions. It's easiest to sell a monthly flat rate, especially with a new site.