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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
  • Transcript

    • 1. Introduction to Online Marketing
      VaibhavArya
      Amit Klein
      November ’09
    • 2. Who are we?
    • 3. Vaibhav & Amit
      vaibhav@arya.net.in
      ak@amitklein.com
    • 4. Goals
      At the end of today you should be able to:
      • identify your marketing objectives
      • 5. determine which methods/tools are best to achieve them
      • 6. measure your results / calculate ROI
      • 7. and optimize your campaigns
    • Agenda
      • Marketing Goals
      • 8. Pricing & Terminology
      • 9. Methods of Online Advertising
      • 10. Measurement & Analytics
      • 11. Budget Allocation
      • 12. Insights
      • 13. Q&A
    • Introduction
    • 14. 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?
    • 15. Objectives - Branding
    • 16. Objectives - Branding
    • 17. Objectives - Performance
    • 18. Objectives - Performance
    • 19. Marketing Funnel
      http://adamhcohen.com/wp-content/uploads/New-Marketing-Funnel1-300x294.jpg
    • 20. Terminology & Pricing
    • 21. Terminology
      • Impression – A single appearance of an advertisement on a web page.
      • 22. CTR – Click Through Rate - The number of people who clicked your ad divided by the number of people who viewed it.
      • 23. Goal – An action performed on your site (download, checkout, registration, etc…)
      • 24. 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
    • 25. Methods of Advertising Online
    • 26. List of Methods & Tools
      • Search Ads - Google, Yahoo, MSN
      • 27. Display Ads – DoubleClick, Right Media Exchange
      • 28. Social Ads – FB, Orkut, LinkedIn
      • 29. Email Marketing – Blue Sky Factory, EmailBrain
      • 30. Affiliate – Amazon, Commission Junction
    • Search Ads
      • Goals: Consideration / Conversion
      • 31. Control: Keyword, geography, demographic, time, budget
      • 32. Measure: Impressions, clicks, cost, revenue
      • 33. Limitations: Placement, competition/expensive, obscured
    • Search – Google Adwords
      • Targeting based on keyword, geography, demographic, time.
      • 34. Search vs. Content network
      • 35. Position of ads depend on location, bid, relevance (quality score)
    • Search - Keywords
      • Identifying - https://adwords.google.com/select/KeywordToolExternal
      • 36. Estimating - https://adwords.google.com/select/TrafficEstimatorSandbox
      • 37. Bidding (Auto vs. Manual)
      • 38. Pricing (US vs. India)
    • Display Advertising
      Might not need to pay for traffic you are getting based on search:
    • 39. Display Advertising
    • 40. All Shapes and Sizes
    • 41. Display Advertising
      • What do you think are the goals?
      • 42. Awareness
      • 43. Brand Positioning
      • 44. Can also be used for conversion
    • Display Advertising
    • Display Advertising
      • Networks aggregate Publishers and Advertisers
      • 49. Exchanges aggregate Networks
    • Display Advertising
      What can you control?
      • Sources - Where the ad is shown
      • 50. Demography - Who do you show it to
      • 51. Behavior / Intent - What are the persons interests? What else has he seen? What has he been searching for?
    • Display Advertising
      • What can you measure?
      • 52. Total number of visitors who see the ad
      • 53. Total number that click through
      • 54. More importantly, cost per person who sees the ad
      • 55. Cost per impression is a proxy
      • 56. Doesn’t compensate for frequency (one person may see the ad multiple times)
    • Some Sample Banner Ad Data
    • 57. Some Sample Banner Ad Data
    • 58. Email Marketing – EmailBrain
      • Goals: Conversion / Loyalty
      • 59. Control: Segmentation, frequency, message / look & feel
      • 60. Measure: Opens, clicks, unsubscribe, forwards
      • 61. Limitations: Reach
    • Email Marketing – EmailBrain
    • 62. Social Ads
      • Goals: Awareness / Consideration
      • 63. Control: Demographic, message, budget
      • 64. Measure: Impressions, clicks, cost, revenue
      • 65. Limitations: Low click through rate, people don’t go to social networks to buy
    • Social Ads - Facebook
    • 66. Affiliate Marketing
    • 67. Affiliate: Outsourced Sales Force
    • 68. Affiliate Marketing
    • Affiliate Marketing
      • Goals - Conversion / Sales
      • 71. Control - Can you think of any?
      • 72. Measures
      • 73. Impressions
      • 74. Clicks
      • 75. Conversions
      • 76. Limitation
      • 77. Loss of control over affiliate choice
      • 78. Brand conflict positioning
      • 79. Gaming the system
      • 80. Expensive to setup
    • Goal Measurement
    • 81. Goals - Awareness
    • 82. Goals - Consideration
      Leads received:
      • Creating an iTunes account
      • 83. Playing snippits of a song / video
      • 84. Browsing the iTunes store
    • Goals - Conversion
    • 85. Goals - Conversion
    • 86. Goals - Loyalty
    • 87. Goals - Loyalty
      Destroy Competition:
    • 88. Budget Allocation
    • 89. Example #1 – Ad effectiveness
    • 90. Example #1 – Ad effectiveness
    • 91. Example #1 – Ad effectiveness
    • 92. Example #1 – Ad effectiveness
    • 93. Example #1 – Ad effectiveness
    • 94. Example #2 – Keyword Effectiveness
    • 95. Example #3 – Source Effectiveness
    • 96. Insights
    • 97. Insight #1
      We should be investing more in high performing states like Wyoming, Alaska, DC and Colorado:
    • 98. Insight #2
      Non-paid search traffic provides higher quality of visitors then paid. Invest in SEO.
    • 99. Insight #3
      Might not need to pay for traffic you are getting based on search:
    • 100. Conclusion
    • 101. Conclusion
      When planning a marketing campaign:
      • Define criteria and how you will measure success
      • 102. Get historical data
      • 103. If not possible: execute small tests
      • 104. Iterate and optimize constantly
      • 105. Use analytics data to develop insights
    • Thank You! Questions?

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