2013 10-10 - sait - online advertising

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Various ways to do online advertising

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2013 10-10 - sait - online advertising

  1. 1. Online Advertising
  2. 2. 2 Consumer Buying Process http://www.tutor2u.net/business/marketing/buying_decision_process.asp
  3. 3. 3 http://www.leadliaison.com/best-practices/b2b-buying-process/
  4. 4. 4 Acquisition Funnel http://mx3metrics.com/our-dashboard/#measures
  5. 5. 5 Marketing Funnel http://b2bmarketing.bizo.com/MetricsThatMatter
  6. 6. 6 Top-Funnel TACTICS • Display Ads – Broad business demographics • Company targeting – LinkedIn ads • Video Targeting – Eastside Dodge METRICS • Brand recall – Surveys • Branded search – Search trends • Targeted traffic to your website – Direct and Referral • Form conversions – The right customers
  7. 7. 7 Mid-Funnel TACTICS • Business Demographic – Job Function, Seniority • LinkedIn Ads • Twitter Ads METRICS • New Visitors – # and % • Cost per New Visitor • Page duration increases – Bounce rate increases too • Web form lift – Micro Conversions • Search lift – branded and generic keywords • Leads – Macro Conversions
  8. 8. 8 Bottom-Funnel TACTICS • Website retargeting - AdWords • http://youtu.be/xEMG7O9KNLU • Keyword targeting (SEO and AdWords) METRICS • Leads (total, cost per lead) • Overall website form conversion lift percentage • Opportunity contribution • Revenue contribution
  9. 9. 9 Jeff Nelson, MBA 403-410-3803 jeff.nelson@anduro.com @JeffxNelson Questions?

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