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Intro to Paid Online Marketing
 

Intro to Paid Online Marketing

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  • Guys is having more fun then everyone else
  • Guys is having more fun then everyone else
  • Do you have customersDo you have addressable customersDiscussion between offline/online
  • Guys is having more fun then everyone else
  • Guys is having more fun then everyone else
  • Overarching objectives are branding and performance…. Broken down leads to these
  • Conversions = Goals by Clicks (clicks translate to visitors)….You want to buy an ad on a website what are your options
  • CPM was the norm… now CPC… only recently starting CPA
  • Consideration – Music store want to see iTunesPlacement – next to negative stuff about your brandCompetition – expensive, people could be obfuscating, your competitiors could be targeting your brand directlyObscured – sometimes gets lost

Intro to Paid Online Marketing Intro to Paid Online Marketing Presentation Transcript

  • Introduction to Online Marketing
    VaibhavArya
    Amit Klein
    November ’09
  • Who are we?
  • Vaibhav & Amit
    vaibhav@arya.net.in
    ak@amitklein.com
  • Goals
    At the end of today you should be able to:
    • identify your marketing objectives
    • determine which methods/tools are best to achieve them
    • measure your results / calculate ROI
    • and optimize your campaigns
  • Agenda
    • Marketing Goals
    • Pricing & Terminology
    • Methods of Online Advertising
    • Measurement & Analytics
    • Budget Allocation
    • Insights
    • Q&A
  • Introduction
  • Case Study – iTunes India
    You are the marketing manager responsible for launching the iTunes store in India
    - What are your objectives?
    - How can you go about achieving those objectives?
  • Objectives - Branding
  • Objectives - Branding
  • Objectives - Performance
  • Objectives - Performance
  • Marketing Funnel
    http://adamhcohen.com/wp-content/uploads/New-Marketing-Funnel1-300x294.jpg
  • Terminology & Pricing
  • Terminology
    • Impression – A single appearance of an advertisement on a web page.
    • CTR – Click Through Rate - The number of people who clicked your ad divided by the number of people who viewed it.
    • Goal – An action performed on your site (download, checkout, registration, etc…)
    • Conversion Rate – The number of people who completed a goal divided by the total number of visitors to your site
  • Pricing Models
    Fixed Cost / Fixed Duration
    CPM - Cost per 1000 Impressions
    CPC - Cost per Click
    CPA - Cost per Action - The advertiser pays a fixed
    amount for each specified action linked to the ad. Action
    could be a form submission, a sale (CPS) a lead (CPL) etc.
    Publisher Friendly
    Advertiser Friendly
  • Methods of Advertising Online
  • List of Methods & Tools
    • Search Ads - Google, Yahoo, MSN
    • Display Ads – DoubleClick, Right Media Exchange
    • Social Ads – FB, Orkut, LinkedIn
    • Email Marketing – Blue Sky Factory, EmailBrain
    • Affiliate – Amazon, Commission Junction
  • Search Ads
    • Goals: Consideration / Conversion
    • Control: Keyword, geography, demographic, time, budget
    • Measure: Impressions, clicks, cost, revenue
    • Limitations: Placement, competition/expensive, obscured
  • Search – Google Adwords
    • Targeting based on keyword, geography, demographic, time.
    • Search vs. Content network
    • Position of ads depend on location, bid, relevance (quality score)
  • Search - Keywords
    • Identifying - https://adwords.google.com/select/KeywordToolExternal
    • Estimating - https://adwords.google.com/select/TrafficEstimatorSandbox
    • Bidding (Auto vs. Manual)
    • Pricing (US vs. India)
  • Display Advertising
    Might not need to pay for traffic you are getting based on search:
  • Display Advertising
  • All Shapes and Sizes
  • Display Advertising
    • What do you think are the goals?
    • Awareness
    • Brand Positioning
    • Can also be used for conversion
  • Display Advertising
    • Brand is Important
    • Prime Inventory
    • RemnantInventory
    • Ad Networks
    • Ad Exchanges
  • Display Advertising
    • Networks aggregate Publishers and Advertisers
    • Exchanges aggregate Networks
  • Display Advertising
    What can you control?
    • Sources - Where the ad is shown
    • Demography - Who do you show it to
    • Behavior / Intent - What are the persons interests? What else has he seen? What has he been searching for?
  • Display Advertising
    • What can you measure?
    • Total number of visitors who see the ad
    • Total number that click through
    • More importantly, cost per person who sees the ad
    • Cost per impression is a proxy
    • Doesn’t compensate for frequency (one person may see the ad multiple times)
  • Some Sample Banner Ad Data
  • Some Sample Banner Ad Data
  • Email Marketing – EmailBrain
    • Goals: Conversion / Loyalty
    • Control: Segmentation, frequency, message / look & feel
    • Measure: Opens, clicks, unsubscribe, forwards
    • Limitations: Reach
  • Email Marketing – EmailBrain
  • Social Ads
    • Goals: Awareness / Consideration
    • Control: Demographic, message, budget
    • Measure: Impressions, clicks, cost, revenue
    • Limitations: Low click through rate, people don’t go to social networks to buy
  • Social Ads - Facebook
  • Affiliate Marketing
  • Affiliate: Outsourced Sales Force
  • Affiliate Marketing
    • Networks
    • TradeDoubler
    • CommisionJunction
  • Affiliate Marketing
    • Goals - Conversion / Sales
    • Control - Can you think of any?
    • Measures
    • Impressions
    • Clicks
    • Conversions
    • Limitation
    • Loss of control over affiliate choice
    • Brand conflict positioning
    • Gaming the system
    • Expensive to setup
  • Goal Measurement
  • Goals - Awareness
  • Goals - Consideration
    Leads received:
    • Creating an iTunes account
    • Playing snippits of a song / video
    • Browsing the iTunes store
  • Goals - Conversion
  • Goals - Conversion
  • Goals - Loyalty
  • Goals - Loyalty
    Destroy Competition:
  • Budget Allocation
  • Example #1 – Ad effectiveness
  • Example #1 – Ad effectiveness
  • Example #1 – Ad effectiveness
  • Example #1 – Ad effectiveness
  • Example #1 – Ad effectiveness
  • Example #2 – Keyword Effectiveness
  • Example #3 – Source Effectiveness
  • Insights
  • Insight #1
    We should be investing more in high performing states like Wyoming, Alaska, DC and Colorado:
  • Insight #2
    Non-paid search traffic provides higher quality of visitors then paid. Invest in SEO.
  • Insight #3
    Might not need to pay for traffic you are getting based on search:
  • Conclusion
  • Conclusion
    When planning a marketing campaign:
    • Define criteria and how you will measure success
    • Get historical data
    • If not possible: execute small tests
    • Iterate and optimize constantly
    • Use analytics data to develop insights
  • Thank You! Questions?