Introduction to digital advertising
Upcoming SlideShare
Loading in...5
×
 

Introduction to digital advertising

on

  • 1,140 views

Learn to to increase traffic to your website through a combination of search engine optimization and paid traffic.

Learn to to increase traffic to your website through a combination of search engine optimization and paid traffic.

Statistics

Views

Total Views
1,140
Views on SlideShare
1,081
Embed Views
59

Actions

Likes
0
Downloads
30
Comments
0

4 Embeds 59

http://addynamo.bundublog.com 40
http://www.linkedin.com 12
https://www.linkedin.com 6
http://www.slideshare.net 1

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment
  • REGISTER YOUR OWN DOMAIN NAME
  • REGISTER YOUR OWN DOMAIN NAME
  • REGISTER YOUR OWN DOMAIN NAME
  • REGISTER YOUR OWN DOMAIN NAME
  • REGISTER YOUR OWN DOMAIN NAME
  • Campaign SetupCampaign Planning: AD:DYNAMO, Google, Social MediaConverting Traffic to Sales
  • Build specialist conversion pages for each product service
  • Ad Quality: Site Speed, Destination Content matches ad copyPre Qualify: Message to eliminate unwanted clicks
  • Ad Quality: Site Speed, Destination Content matches ad copyPre Qualify: Message to eliminate unwanted clicks
  • Demo on next page of HeatMaps
  • Yellow Pages; Mac Widget / Apple Site
  • Social Media offers demographic profiling & targeting
  • Yellow Pages; Mac Widget / Apple Site
  • Content Hierarchy:TITLELogical PagenamesH1Hyperlinked KeywordsBasic Keyword DistributionWeb Position: Page Critic
  • REGISTER YOUR OWN DOMAIN NAME

Introduction to digital advertising Introduction to digital advertising Presentation Transcript

  • Advertisers Seminar
    Online Marketing
    Sean Riley, CEO of AD:DYNAMO
  • Online Marketing 101
    Search Engine Optimization (SEO)
    Advertising
    CPC: Search
    CPC: Contextual
    CPM
    Viral Marketing
    Direct Messaging
    Digital Footprint
    Social Media
  • Promoting a website
    Organic Traffic
    Paid Traffic
    Direct
    Sources of Traffic
    Website
    Monetization of Traffic
  • Organic Traffic
    Search Engine Optimization (SEO)
    Viral Marketing
    Digital Footprint: Links + Microsites
  • Paid Traffic
    Search Engine Marketing
    Pay Per Click
    Display Advertising / Pay Per Impression
    Affiliate Programmes
  • Paid Traffic
  • Anatomy of a Digital Campaign
  • Advertising Lifecycle
  • Campaign Basics
    Creative Matters
    Bigger Ads Perform Better
    Deep Link the ad to the relevant destination
    Track conversions wherever possible
    In PPC campaigns, Click Through Rate indicates (a) quality of your creative and (b) accuracy of the ad placement. It does NOT represent any value or lack of value the advertiser: You only Pay Per Click
  • Don’t…
    Assign budgets more than a month in advance
    Forget to track & measure performance
    Allow the same creative to run for more than a month
  • Examples
    Breasts (note to audience stop me after 10 minutes)
    Acne
    Rugby
    Yellow Pages
  • Advanced
    Ad Quality
    Micro Trends
    Pre Qualify Traffic
    A/B Tests
    Digital Footprint
  • Ad Quality
    Since you ideally want variations of all keywords targeted appearing in your ad, if you have more than 10 keywords in an AdGroup, you have too many.
    The higher the ad quality, the less you will pay per click.
  • Advanced
    Ad Quality
    Micro Trends
    Pre Qualify Traffic
    A/B Tests
    Heatmaps
    Digital Footprint
  • Digital Footprint
    Micro sites
    Content
    Inbound links
    Social Media
    Widgets
  • Cart Whisperer
  • Social Media
  • Social Media Rule #1
    Attention Span is a dying commodity. Treat the time of the audience with respect & only communicate when you have something to say.
  • SEO
  • SEO: Content
    • You have complete control of your content.
    Establish targeted keywords & rank them in order of important.
    Ensure that targeted keywords appear within content.
    Understand content hierarchy
    Help search engines know about all your content:
    Hyperlinks, Site Maps, Google Site Map
    Search engines do not interact with form
    Volume + Age
  • SEO
  • SEO: Technology
    • Search engines are evolving. This is becoming a small issue.
    No Frames
    Use tech to help:
    Dynamic site map creation
    Dynamic creation of logical page names
    Keyword Maps
    Hosting speed + uptime affects your rankings
    Ensure you have the ability to manage ALL content through your CMS
  • SEO
  • SEO: Competitors
    • You are affected by what others do.
    If your competition has been around longer, has more content, good SEO techniques, and more inbound links than you, you have your work cut out.
  • SEO
  • SEO: Saturation
    • You have complete control of your content.
    Establish targeted keywords & rank them in order of important.
    Ensure that targeted keywords appear within content.
    Understand content hierarchy
    Help search engines know about all your content:
    Hyperlinks, Site Maps, Google Site Map
    Search engines do not interact with form
    Volume + Age
  • Tools
    https://adwords.google.com/select/KeywordToolExternal
  • Mobile
    MXit, AdMob, Buzz City, Mibli
    AD:DYNAMO
    Targeted, Demographics, Location
  • AD:DYNAMO
    • 10 Million ads per day in SA
    • Complements any other campaign: broadens your reach
    • Pay Per Click
    • No budget constraints
    • Instant, self service
    • Free creative
  • Thank You