Advertisers Seminar<br />Online Marketing<br />Sean Riley, CEO of AD:DYNAMO<br />
Online Marketing 101<br />Search Engine Optimization (SEO)<br />Advertising<br />CPC: Search<br />CPC: Contextual<br />CPM...
Promoting a website<br />Organic Traffic<br />Paid Traffic<br />Direct<br />Sources of Traffic<br />Website<br />Monetizat...
Organic Traffic<br />Search Engine Optimization (SEO)<br />Viral Marketing<br />Digital Footprint: Links + Microsites<br />
Paid Traffic<br />Search Engine Marketing<br />Pay Per Click<br />Display Advertising / Pay Per Impression<br />Affiliate ...
Paid Traffic<br />
Anatomy of a Digital Campaign<br />
Advertising Lifecycle<br />
Campaign Basics<br />Creative Matters<br />Bigger Ads Perform Better<br />Deep Link the ad to the relevant destination<br ...
Don’t…<br />Assign budgets more than a month in advance<br />Forget to track & measure performance<br />Allow the same cre...
Examples<br />Breasts (note to audience stop me after 10 minutes)<br />Acne<br />Rugby<br />Yellow Pages<br />
Advanced<br />Ad Quality<br />Micro Trends<br />Pre Qualify Traffic<br />A/B Tests<br />Digital Footprint<br />
Ad Quality<br />Since you ideally want variations of all keywords targeted appearing in your ad, if you have more than 10 ...
Advanced<br />Ad Quality<br />Micro Trends<br />Pre Qualify Traffic<br />A/B Tests<br />Heatmaps<br />Digital Footprint<br />
Digital Footprint<br />Micro sites<br />Content<br />Inbound links<br />Social Media<br />Widgets<br />
Cart Whisperer<br />
Social Media<br />
Social Media Rule #1<br />	Attention Span is a dying commodity.  Treat the time of the audience with respect & only commun...
SEO<br />
SEO: Content<br /><ul><li>You have complete control of your content.</li></ul>Establish targeted keywords & rank them in o...
SEO<br />
SEO: Technology<br /><ul><li>Search engines are evolving.  This is becoming a small issue.</li></ul>No Frames<br />Use tec...
SEO<br />
SEO: Competitors<br /><ul><li>You are affected by what others do. </li></ul>	If your competition has been around longer, h...
SEO<br />
SEO: Saturation<br /><ul><li>You have complete control of your content.</li></ul>Establish targeted keywords & rank them i...
Tools<br />https://adwords.google.com/select/KeywordToolExternal<br />
Mobile<br />MXit, AdMob, Buzz City, Mibli<br />AD:DYNAMO<br />Targeted, Demographics, Location<br />
AD:DYNAMO<br /><ul><li> 10 Million ads per day in SA
 Complements any other campaign: broadens your reach
 Pay Per Click
 No budget constraints
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Introduction to digital advertising

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

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  • 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

    1. 1. Advertisers Seminar<br />Online Marketing<br />Sean Riley, CEO of AD:DYNAMO<br />
    2. 2. Online Marketing 101<br />Search Engine Optimization (SEO)<br />Advertising<br />CPC: Search<br />CPC: Contextual<br />CPM<br />Viral Marketing<br />Direct Messaging<br />Digital Footprint<br />Social Media<br />
    3. 3. Promoting a website<br />Organic Traffic<br />Paid Traffic<br />Direct<br />Sources of Traffic<br />Website<br />Monetization of Traffic<br />
    4. 4. Organic Traffic<br />Search Engine Optimization (SEO)<br />Viral Marketing<br />Digital Footprint: Links + Microsites<br />
    5. 5. Paid Traffic<br />Search Engine Marketing<br />Pay Per Click<br />Display Advertising / Pay Per Impression<br />Affiliate Programmes<br />
    6. 6. Paid Traffic<br />
    7. 7.
    8. 8. Anatomy of a Digital Campaign<br />
    9. 9. Advertising Lifecycle<br />
    10. 10. Campaign Basics<br />Creative Matters<br />Bigger Ads Perform Better<br />Deep Link the ad to the relevant destination<br />Track conversions wherever possible<br />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<br />
    11. 11. Don’t…<br />Assign budgets more than a month in advance<br />Forget to track & measure performance<br />Allow the same creative to run for more than a month<br />
    12. 12.
    13. 13. Examples<br />Breasts (note to audience stop me after 10 minutes)<br />Acne<br />Rugby<br />Yellow Pages<br />
    14. 14. Advanced<br />Ad Quality<br />Micro Trends<br />Pre Qualify Traffic<br />A/B Tests<br />Digital Footprint<br />
    15. 15. Ad Quality<br />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.<br />The higher the ad quality, the less you will pay per click.<br />
    16. 16. Advanced<br />Ad Quality<br />Micro Trends<br />Pre Qualify Traffic<br />A/B Tests<br />Heatmaps<br />Digital Footprint<br />
    17. 17.
    18. 18. Digital Footprint<br />Micro sites<br />Content<br />Inbound links<br />Social Media<br />Widgets<br />
    19. 19.
    20. 20.
    21. 21.
    22. 22. Cart Whisperer<br />
    23. 23. Social Media<br />
    24. 24.
    25. 25. Social Media Rule #1<br /> Attention Span is a dying commodity. Treat the time of the audience with respect & only communicate when you have something to say.<br />
    26. 26. SEO<br />
    27. 27. SEO: Content<br /><ul><li>You have complete control of your content.</li></ul>Establish targeted keywords & rank them in order of important.<br />Ensure that targeted keywords appear within content.<br />Understand content hierarchy<br />Help search engines know about all your content:<br />Hyperlinks, Site Maps, Google Site Map<br />Search engines do not interact with form<br />Volume + Age<br />
    28. 28. SEO<br />
    29. 29. SEO: Technology<br /><ul><li>Search engines are evolving. This is becoming a small issue.</li></ul>No Frames<br />Use tech to help:<br />Dynamic site map creation<br />Dynamic creation of logical page names<br />Keyword Maps<br />Hosting speed + uptime affects your rankings<br />Ensure you have the ability to manage ALL content through your CMS<br />
    30. 30. SEO<br />
    31. 31. SEO: Competitors<br /><ul><li>You are affected by what others do. </li></ul> 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.<br />
    32. 32. SEO<br />
    33. 33. SEO: Saturation<br /><ul><li>You have complete control of your content.</li></ul>Establish targeted keywords & rank them in order of important.<br />Ensure that targeted keywords appear within content.<br />Understand content hierarchy<br />Help search engines know about all your content:<br />Hyperlinks, Site Maps, Google Site Map<br />Search engines do not interact with form<br />Volume + Age<br />
    34. 34.
    35. 35. Tools<br />https://adwords.google.com/select/KeywordToolExternal<br />
    36. 36. Mobile<br />MXit, AdMob, Buzz City, Mibli<br />AD:DYNAMO<br />Targeted, Demographics, Location<br />
    37. 37. AD:DYNAMO<br /><ul><li> 10 Million ads per day in SA
    38. 38. Complements any other campaign: broadens your reach
    39. 39. Pay Per Click
    40. 40. No budget constraints
    41. 41. Instant, self service
    42. 42. Free creative</li></li></ul><li>
    43. 43.
    44. 44. Thank You<br />
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