Introduction to Online Marketing<br />VaibhavArya<br />Amit Klein<br />November ’09<br />
Who are we?<br />
Vaibhav & Amit<br />vaibhav@arya.net.in<br />ak@amitklein.com<br />
Goals<br />At the end of today you should be able to: <br /><ul><li>identify your marketing objectives
determine which methods/tools are best to achieve them
measure your results / calculate ROI
and optimize your campaigns</li></li></ul><li>Agenda<br /><ul><li>Marketing Goals
Pricing & Terminology
Methods of Online Advertising
Measurement & Analytics
Budget Allocation
Insights
Q&A</li></li></ul><li>Introduction<br />
Case Study – iTunes India<br />You are the marketing manager responsible for launching the iTunes store in India<br />- Wh...
Objectives - Branding<br />
Objectives - Branding<br />
Objectives - Performance<br />
Objectives - Performance<br />
Marketing Funnel<br />http://adamhcohen.com/wp-content/uploads/New-Marketing-Funnel1-300x294.jpg<br />
Terminology & Pricing<br />
Terminology<br /><ul><li>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</li></li>...
Methods of Advertising Online<br />
List of Methods & Tools<br /><ul><li>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</li></li></ul><li>Search Ads<br /><ul><li>Goals: Consideration / Conversion
Control: Keyword, geography, demographic, time, budget
Measure: Impressions, clicks, cost, revenue
Limitations: Placement, competition/expensive, obscured</li></li></ul><li>Search – Google Adwords<br /><ul><li>Targeting b...
Search vs. Content network
Position of ads depend on location, bid, relevance (quality score)</li></li></ul><li>Search - Keywords<br /><ul><li>Identi...
Estimating - https://adwords.google.com/select/TrafficEstimatorSandbox
Bidding (Auto vs. Manual)
Pricing (US vs. India) </li></li></ul><li>Display Advertising<br />Might not need to pay for traffic you are getting based...
Display Advertising<br />
All Shapes and Sizes<br />
Display Advertising<br /><ul><li>What do you think are the goals?
Awareness
Brand Positioning
Can also be used for conversion</li></li></ul><li>Display Advertising<br /><ul><li>Brand is Important
Prime Inventory
RemnantInventory
Ad Networks
Ad Exchanges</li></li></ul><li>Display Advertising<br /><ul><li>Networks aggregate Publishers  and Advertisers
Exchanges aggregate Networks</li></li></ul><li>Display Advertising<br />What can you control?<br /><ul><li>Sources - Where...
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?</li></li></ul>...
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)</li></li></ul><li>Some Sample Banner Ad Data<b...
Some Sample Banner Ad Data<br />
Email Marketing – EmailBrain<br /><ul><li>Goals: Conversion / Loyalty
Control: Segmentation, frequency, message / look & feel
Measure: Opens, clicks, unsubscribe, forwards
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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 of "Intro to Paid Online Marketing"

    1. 1. Introduction to Online Marketing<br />VaibhavArya<br />Amit Klein<br />November ’09<br />
    2. 2. Who are we?<br />
    3. 3. Vaibhav & Amit<br />vaibhav@arya.net.in<br />ak@amitklein.com<br />
    4. 4. Goals<br />At the end of today you should be able to: <br /><ul><li>identify your marketing objectives
    5. 5. determine which methods/tools are best to achieve them
    6. 6. measure your results / calculate ROI
    7. 7. and optimize your campaigns</li></li></ul><li>Agenda<br /><ul><li>Marketing Goals
    8. 8. Pricing & Terminology
    9. 9. Methods of Online Advertising
    10. 10. Measurement & Analytics
    11. 11. Budget Allocation
    12. 12. Insights
    13. 13. Q&A</li></li></ul><li>Introduction<br />
    14. 14. Case Study – iTunes India<br />You are the marketing manager responsible for launching the iTunes store in India<br />- What are your objectives?<br />- How can you go about achieving those objectives?<br />
    15. 15. Objectives - Branding<br />
    16. 16. Objectives - Branding<br />
    17. 17. Objectives - Performance<br />
    18. 18. Objectives - Performance<br />
    19. 19. Marketing Funnel<br />http://adamhcohen.com/wp-content/uploads/New-Marketing-Funnel1-300x294.jpg<br />
    20. 20. Terminology & Pricing<br />
    21. 21. Terminology<br /><ul><li>Impression – A single appearance of an advertisement on a web page.
    22. 22. CTR – Click Through Rate - The number of people who clicked your ad divided by the number of people who viewed it.
    23. 23. Goal – An action performed on your site (download, checkout, registration, etc…)
    24. 24. Conversion Rate – The number of people who completed a goal divided by the total number of visitors to your site</li></li></ul><li>Pricing Models<br />Fixed Cost / Fixed Duration <br />CPM - Cost per 1000 Impressions<br />CPC - Cost per Click<br />CPA - Cost per Action - The advertiser pays a fixed <br />amount for each specified action linked to the ad. Action <br />could be a form submission, a sale (CPS) a lead (CPL) etc.<br />Publisher Friendly<br />Advertiser Friendly<br />
    25. 25. Methods of Advertising Online<br />
    26. 26. List of Methods & Tools<br /><ul><li>Search Ads - Google, Yahoo, MSN
    27. 27. Display Ads – DoubleClick, Right Media Exchange
    28. 28. Social Ads – FB, Orkut, LinkedIn
    29. 29. Email Marketing – Blue Sky Factory, EmailBrain
    30. 30. Affiliate – Amazon, Commission Junction</li></li></ul><li>Search Ads<br /><ul><li>Goals: Consideration / Conversion
    31. 31. Control: Keyword, geography, demographic, time, budget
    32. 32. Measure: Impressions, clicks, cost, revenue
    33. 33. Limitations: Placement, competition/expensive, obscured</li></li></ul><li>Search – Google Adwords<br /><ul><li>Targeting based on keyword, geography, demographic, time.
    34. 34. Search vs. Content network
    35. 35. Position of ads depend on location, bid, relevance (quality score)</li></li></ul><li>Search - Keywords<br /><ul><li>Identifying - https://adwords.google.com/select/KeywordToolExternal
    36. 36. Estimating - https://adwords.google.com/select/TrafficEstimatorSandbox
    37. 37. Bidding (Auto vs. Manual)
    38. 38. Pricing (US vs. India) </li></li></ul><li>Display Advertising<br />Might not need to pay for traffic you are getting based on search: <br />
    39. 39. Display Advertising<br />
    40. 40. All Shapes and Sizes<br />
    41. 41. Display Advertising<br /><ul><li>What do you think are the goals?
    42. 42. Awareness
    43. 43. Brand Positioning
    44. 44. Can also be used for conversion</li></li></ul><li>Display Advertising<br /><ul><li>Brand is Important
    45. 45. Prime Inventory
    46. 46. RemnantInventory
    47. 47. Ad Networks
    48. 48. Ad Exchanges</li></li></ul><li>Display Advertising<br /><ul><li>Networks aggregate Publishers and Advertisers
    49. 49. Exchanges aggregate Networks</li></li></ul><li>Display Advertising<br />What can you control?<br /><ul><li>Sources - Where the ad is shown
    50. 50. Demography - Who do you show it to
    51. 51. Behavior / Intent - What are the persons interests? What else has he seen? What has he been searching for?</li></li></ul><li>Display Advertising<br /><ul><li>What can you measure?
    52. 52. Total number of visitors who see the ad
    53. 53. Total number that click through
    54. 54. More importantly, cost per person who sees the ad
    55. 55. Cost per impression is a proxy
    56. 56. Doesn’t compensate for frequency (one person may see the ad multiple times)</li></li></ul><li>Some Sample Banner Ad Data<br />
    57. 57. Some Sample Banner Ad Data<br />
    58. 58. Email Marketing – EmailBrain<br /><ul><li>Goals: Conversion / Loyalty
    59. 59. Control: Segmentation, frequency, message / look & feel
    60. 60. Measure: Opens, clicks, unsubscribe, forwards
    61. 61. Limitations: Reach </li></li></ul><li>Email Marketing – EmailBrain<br />
    62. 62. Social Ads<br /><ul><li>Goals: Awareness / Consideration
    63. 63. Control: Demographic, message, budget
    64. 64. Measure: Impressions, clicks, cost, revenue
    65. 65. Limitations: Low click through rate, people don’t go to social networks to buy </li></li></ul><li>Social Ads - Facebook<br />
    66. 66. Affiliate Marketing<br />
    67. 67. Affiliate: Outsourced Sales Force<br />
    68. 68. Affiliate Marketing<br /><ul><li>Networks
    69. 69. TradeDoubler
    70. 70. CommisionJunction</li></li></ul><li>Affiliate Marketing<br /><ul><li>Goals - Conversion / Sales
    71. 71. Control - Can you think of any?
    72. 72. Measures
    73. 73. Impressions
    74. 74. Clicks
    75. 75. Conversions
    76. 76. Limitation
    77. 77. Loss of control over affiliate choice
    78. 78. Brand conflict positioning
    79. 79. Gaming the system
    80. 80. Expensive to setup</li></li></ul><li>Goal Measurement<br />
    81. 81. Goals - Awareness<br />
    82. 82. Goals - Consideration <br />Leads received:<br /><ul><li>Creating an iTunes account
    83. 83. Playing snippits of a song / video
    84. 84. Browsing the iTunes store</li></li></ul><li>Goals - Conversion <br />
    85. 85. Goals - Conversion <br />
    86. 86. Goals - Loyalty<br />
    87. 87. Goals - Loyalty <br />Destroy Competition:<br />
    88. 88. Budget Allocation<br />
    89. 89. Example #1 – Ad effectiveness<br />
    90. 90. Example #1 – Ad effectiveness<br />
    91. 91. Example #1 – Ad effectiveness<br />
    92. 92. Example #1 – Ad effectiveness<br />
    93. 93. Example #1 – Ad effectiveness<br />
    94. 94. Example #2 – Keyword Effectiveness<br />
    95. 95. Example #3 – Source Effectiveness<br />
    96. 96. Insights<br />
    97. 97. Insight #1 <br />We should be investing more in high performing states like Wyoming, Alaska, DC and Colorado:<br />
    98. 98. Insight #2 <br />Non-paid search traffic provides higher quality of visitors then paid. Invest in SEO.<br />
    99. 99. Insight #3 <br />Might not need to pay for traffic you are getting based on search: <br />
    100. 100. Conclusion<br />
    101. 101. Conclusion<br />When planning a marketing campaign:<br /><ul><li>Define criteria and how you will measure success
    102. 102. Get historical data
    103. 103. If not possible: execute small tests
    104. 104. Iterate and optimize constantly
    105. 105. Use analytics data to develop insights</li></li></ul><li>Thank You! Questions?<br />
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