Online Marketing - Forward to Basics
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Online Marketing - Forward to Basics

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Online marketing skills and guidelines for the online professional, with an introduction to Google AdWords

Online marketing skills and guidelines for the online professional, with an introduction to Google AdWords

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Online Marketing - Forward to Basics Online Marketing - Forward to Basics Presentation Transcript

  • Online Marketing Forward to Basics Elias Dabbas MediaMe Forum - December 4, 2012Wednesday, December 5, 12
  • Main Online Measures / Metrics Page Views Ad Impressions Visits Click-Through Ratio (CTR) CPA Unique Visitors Bounce Rate CPC Conversions CPM 2Wednesday, December 5, 12
  • Page Views heat map, showing the eye fixations on the page Number of times a page was served / “viewed” 3Wednesday, December 5, 12
  • Ad Impressions Number of times an ad was served “viewed” Same as page views, usually used for ads (usually >1 impression per page) 4Wednesday, December 5, 12
  • Visits & Unique Visitors • Visits: Number of times a “session” is started at a site • Unique Visitors: Number of people (computers) that visited your site Example: I might visit you 3 times this week, but I’m 1 unique visitor 5Wednesday, December 5, 12
  • Pages / Visit Average page views per visit Total page views ÷ total visits 6Wednesday, December 5, 12
  • Bounce Rate 7Wednesday, December 5, 12
  • Bounce Rate • Number of single-page visits (visits with 1 page view) 7Wednesday, December 5, 12
  • Bounce Rate • Number of single-page visits (visits with 1 page view) • 1-page visits ÷ Total visits = Bounce Rate 7Wednesday, December 5, 12
  • Click-Through Ratio (CTR) 8Wednesday, December 5, 12
  • Click-Through Ratio (CTR) • Number of clicks on a banner / text ad / link etc. compared to total views (impressions) 8Wednesday, December 5, 12
  • Click-Through Ratio (CTR) • Number of clicks on a banner / text ad / link etc. compared to total views (impressions) • Clicks ÷ Impressions = CTR 8Wednesday, December 5, 12
  • Visits per Visitor • Average times a visitor comes to the site within a certain period of time • Total visits ÷ Unique Visitors = Visits per Visitor • Important measure of loyalty 9Wednesday, December 5, 12
  • CPx • CPC: cost per click • CPM: cost per 1,000 impressions • CPL: cost per lead • CPA: cost per action (acquisition) 10Wednesday, December 5, 12
  • Conversions Conversions 11Wednesday, December 5, 12
  • Conversions Conversions • Conversions: actions you want people to complete on your site. Example: purchases, registrations, download a file, contact us, etc 11Wednesday, December 5, 12
  • Conversions Conversions • Conversions: actions you want people to complete on your site. Example: purchases, registrations, download a file, contact us, etc 11Wednesday, December 5, 12
  • Conversions Conversions • Conversions: actions you want people to complete on your site. Example: purchases, registrations, download a file, contact us, etc • Conversions ÷ Visits (or UVs) = Conversion Rate 11Wednesday, December 5, 12
  • Page Views Ad Impressions Visits Click-Through Ratio (CTR) CPA Unique Visitors Bounce Rate CPC Conversions CPM 12Wednesday, December 5, 12
  • Campaign Lifecycle 13Wednesday, December 5, 12
  • 14Wednesday, December 5, 12
  • 1,000,000 impressions 14Wednesday, December 5, 12
  • 1,000,000 impressions 14Wednesday, December 5, 12
  • 1,000,000 20,000 impressions clicks 14Wednesday, December 5, 12
  • 1,000,000 20,000 impressions clicks 14Wednesday, December 5, 12
  • 1,000,000 20,000 400 impressions clicks conversions 14Wednesday, December 5, 12
  • 1,000,000 20,000 400 impressions clicks conversions • Total Spend: $10,000 14Wednesday, December 5, 12
  • 1,000,000 20,000 400 impressions clicks conversions • Total Spend: $10,000 • CTR • Conversion Rate • CPM • CPC • CPA 15Wednesday, December 5, 12
  • 1,000,000 20,000 400 impressions clicks conversions • Total Spend: $10,000 • CTR: 20,000 / 1,000,000 = 2% • Conversion Rate • CPM • CPC • CPA 16Wednesday, December 5, 12
  • 1,000,000 20,000 400 impressions clicks conversions • Total Spend: $10,000 • CTR: 20,000 / 1,000,000 = 2% • Conversion Rate • CPM • CPC • CPA 17Wednesday, December 5, 12
  • 1,000,000 20,000 400 impressions clicks conversions • Total Spend: $10,000 • CTR: 20,000 / 1,000,000 = 2% • Conversion Rate: 400 / 20,000 = 2% • CPM • CPC • CPA 18Wednesday, December 5, 12
  • 1,000,000 20,000 400 impressions clicks conversions • Total Spend: $10,000 • CTR: 20,000 / 1,000,000 = 2% • Conversion Rate: 400 / 20,000 = 2% • CPM • CPC • CPA 19Wednesday, December 5, 12
  • 1,000,000 20,000 400 impressions clicks conversions • Total Spend: $10,000 • CTR: 20,000 / 1,000,000 = 2% • Conversion Rate: 400 / 20,000 = 2% • CPM: $10,000 / 1,000,000 / 1,000 = $10 • CPC • CPA 20Wednesday, December 5, 12
  • 1,000,000 20,000 400 impressions clicks conversions • Total Spend: $10,000 • CTR: 20,000 / 1,000,000 = 2% • Conversion Rate: 400 / 20,000 = 2% • CPM: $10,000 / 1,000,000 / 1,000 = $10 • CPC • CPA 21Wednesday, December 5, 12
  • 1,000,000 20,000 400 impressions clicks conversions • Total Spend: $10,000 • CTR: 20,000 / 1,000,000 = 2% • Conversion Rate: 400 / 20,000 = 2% • CPM: $10,000 / 1,000,000 / 1,000 = $10 • CPC: $10,000 / 20,000 = $0.5 • CPA 22Wednesday, December 5, 12
  • 1,000,000 20,000 400 impressions clicks conversions • Total Spend: $10,000 • CTR: 20,000 / 1,000,000 = 2% • Conversion Rate: 400 / 20,000 = 2% • CPM: $10,000 / 1,000,000 / 1,000 = $10 • CPC: $10,000 / 20,000 = $0.5 • CPA 23Wednesday, December 5, 12
  • 1,000,000 20,000 400 impressions clicks conversions • Total Spend: $10,000 • CTR: 20,000 / 1,000,000 = 2% • Conversion Rate: 400 / 20,000 = 2% • CPM: $10,000 / 1,000,000 / 1,000 = $10 • CPC: $10,000 / 20,000 = $0.5 • CPA: $10,000 / 400 = $25 24Wednesday, December 5, 12
  • 1,000,000 20,000 400 impressions clicks conversions • Total Spend: $10,000 • CTR: 20,000 / 1,000,000 = 2% • Conversion Rate: 400 / 20,000 = 2% • CPM: $10,000 / 1,000,000 / 1,000 = $10 • CPC: $10,000 / 20,000 = $0.5 • CPA: $10,000 / 400 = $25 25Wednesday, December 5, 12
  • “Digital Media” What industry do you work in?Wednesday, December 5, 12
  • Digital - Non DigitalWednesday, December 5, 12
  • “Digital” “Media”Wednesday, December 5, 12
  • Digital Online (Internet) Digital > Online Digital can be offlineWednesday, December 5, 12
  • “Media” Digital Media describes only the kind of media we deal with (broadcast, print, outdoor, digital) Assumes the campaign starts and ends on the publication or medium itself Doesn’t have a place for The ClickWednesday, December 5, 12
  • Media MarketingWednesday, December 5, 12
  • Digital Media Online MarketingWednesday, December 5, 12
  • Digital Media Online Marketing It’s “online”, “live”, It’s “digital” “interactive”, “now” Conversion / Funnel / Banner / Rich Media Process Optimization and Planning and Buying Continuous ImprovementWednesday, December 5, 12
  • Media Planning / Buying Planning Buying Reporting Start EndWednesday, December 5, 12
  • Campaign / Account Management Plan Change implement Optimize Test Continuous process Testing / optimization are essential parts Flexible / muddling through strategyWednesday, December 5, 12
  • DemographicsWednesday, December 5, 12
  • Baby Products Target AudienceWednesday, December 5, 12
  • Would you target these people for baby products?Wednesday, December 5, 12
  • These are a pregnant woman’s: Father Cousin Best friend Brother Grandmother Sister They all want to buy presents for the pregnant woman’s baby They are in the market for baby products Would you like to target them?Wednesday, December 5, 12
  • The Power of Content (Contextual Advertising / Targeting)Wednesday, December 5, 12
  • How might a user end up on a certain page? 41Wednesday, December 5, 12
  • Directly entering URL You know where you are going 42Wednesday, December 5, 12
  • Clicking on a search result / ad You know where you are going 43Wednesday, December 5, 12
  • Clicking on an ad You know where you are going 44Wednesday, December 5, 12
  • Clicking on a text link You know where you are going 45Wednesday, December 5, 12
  • Exceptions Misleading text / ad Clicking by mistake Extremely impulsive users 46Wednesday, December 5, 12
  • Let’s say in 70-80% of times, users go to a page knowing / expecting a certain outcome / content Targeting people while they are reading a certain type of content is an extremely powerful way to reach interested people at the right time 47Wednesday, December 5, 12
  • Targeting the Home PageWednesday, December 5, 12
  • Extremely diverse set of interests You cannot know what the user is intending to do nowWednesday, December 5, 12
  • It’s a springboard to other more specific section pages The user is in a hyper mode The user didn’t find what they want to consume yetWednesday, December 5, 12
  • - The article page is the most specific place that indicates users’ interest - This is when they release the mouse and start sipping their coffee - This when they are most receptive to information - You can advertise for something relevantWednesday, December 5, 12
  • “Awareness” 52Wednesday, December 5, 12
  • Do you know the iPad? A. No, I don’t B. Yes, I heard about it C. Yes, I played with it once at the electronics shop D. Yes, I own one, and I’ve been using it for two months 53Wednesday, December 5, 12
  • Do you know website XYZ? A. No, I don’t B. Yes, I heard about it C. Yes, I visited it 2-3 times D. Yes, I’m subscribed to their newsletter and buy stuff every now and then 54Wednesday, December 5, 12
  • Do you know Jordan? A. No, I don’t B. Yes, I heard about it C. Yes, I visited it 2-3 times D. Yes, I’ve been living here 23 years 55Wednesday, December 5, 12
  • Person D: • Knows the most about the product • Is familiar with all the +ve and -ve ‘surprises’ it has • Can talk confidently about it • Is the authority about the brand • Is the brand’s ambassador (+ve or -ve) Awareness of D = 10xC = 100xB = 1,000xA 56Wednesday, December 5, 12
  • Awareness 57Wednesday, December 5, 12
  • Awareness • Cannot be treated as one thing 57Wednesday, December 5, 12
  • Awareness • Cannot be treated as one thing • Not all ‘awarenesses’ are equal 57Wednesday, December 5, 12
  • Awareness • Cannot be treated as one thing • Not all ‘awarenesses’ are equal • It makes sense to invest more in deeper awareness (you get multiple rewards) 57Wednesday, December 5, 12
  • Awareness • Cannot be treated as one thing • Not all ‘awarenesses’ are equal • It makes sense to invest more in deeper awareness (you get multiple rewards) • Product purchase, sampling, experience are way more effective for awareness than buying impressions 57Wednesday, December 5, 12
  • Generate Awareness for New Pizza Option 1: Spend $50,000 on billboard campaign to “raise awareness” 58Wednesday, December 5, 12
  • Generate Awareness for New Pizza Option 2: Reward loyal customers by sending them a free sample of the new pizza, whenever they want, without obligations, using the same $50,000 59Wednesday, December 5, 12
  • Option 2 60Wednesday, December 5, 12
  • Option 2 •Utilize existing call center 60Wednesday, December 5, 12
  • Option 2 •Utilize existing call center •Minimal additional cost of producing the pizza 60Wednesday, December 5, 12
  • Option 2 •Utilize existing call center •Minimal additional cost of producing the pizza •You give loyal customers a reason to love you 60Wednesday, December 5, 12
  • Option 2 •Utilize existing call center •Minimal additional cost of producing the pizza •You give loyal customers a reason to love you •“Would you like a salad, wedges, drinks with it?” it’s optional... 60Wednesday, December 5, 12
  • Option 2 •Utilize existing call center •Minimal additional cost of producing the pizza •You give loyal customers a reason to love you •“Would you like a salad, wedges, drinks with it?” it’s optional... •Give them the ability to gift the pizza to a friend if they want 60Wednesday, December 5, 12
  • Option 2 •Utilize existing call center •Minimal additional cost of producing the pizza •You give loyal customers a reason to love you •“Would you like a salad, wedges, drinks with it?” it’s optional... •Give them the ability to gift the pizza to a friend if they want •Make them proud and happy members / ambassadors of your brand 60Wednesday, December 5, 12
  • Media Evaluation 61Wednesday, December 5, 12
  • Media Evaluation Which one is the best? 61Wednesday, December 5, 12
  • Media Evaluation Campaign Evaluation Above average Below average 62Wednesday, December 5, 12
  • Media Evaluation Campaign Evaluation Above average Below average Keep the good and stop the bad. Repeat 62Wednesday, December 5, 12
  • Campaign Evaluation 63Wednesday, December 5, 12
  • Campaign Evaluation •Averages across the account are dangerous 63Wednesday, December 5, 12
  • Campaign Evaluation •Averages across the account are dangerous •Go deeper to averages per campaign, ad version, ad size etc, and optimize accordingly 63Wednesday, December 5, 12
  • Campaign Evaluation •Averages across the account are dangerous •Go deeper to averages per campaign, ad version, ad size etc, and optimize accordingly •Keep guidelines in mind but decide based on results 63Wednesday, December 5, 12
  • Ranking / “Top 10” 64Wednesday, December 5, 12
  • Ranking / “Top 10” •How do you prioritize your campaigns, keywords, placements, countries, customers, etc? 64Wednesday, December 5, 12
  • Ranking / “Top 10” •How do you prioritize your campaigns, keywords, placements, countries, customers, etc? •Do you focus on the top 3, 5, 10, 25 ?? 64Wednesday, December 5, 12
  • Campaign 1 Campaign 2 Campaign 3 Campaign 4 Domain Impressions Domain Impressions Domain Impressions Domain Impressions bbc.co.uk 95242 alwakeelnews.com 29824 aksalser.com 191933 alrai.com 237112 alwatan-libya.com 24302 alwakeelnews.com 13354 aksalser.com 139269 alrai.com 146523 bbc.co.uk 12128 panoramajo.com 10378 habbabi.com 75561 christian-dogma.com 30585 alwatan-libya.com 9456 saidaonline.com 9577 alquds.com 16588 christian-dogma.com 27018 linkat-online.com 7875 3alamnews.com 5078 habbabi.com 11847 jo24.net 18242 masreat.com 7160 bsbslove.com 3935 te3p.com 5197 okaz.com.sa 9727 allofjo.net 5276 tanitpress.net 3755 alquds.com 5047 jo24.net 7411 masreat.com 4170 al-dreams.net 3117 ask.fm 4831 okaz.com.sa 4168 al-tagheer.com 3271 gornalak.com 2957 akhbar-misr.com 3992 jaridat.com 1526 allofjo.net 2998 syrian-soccer.com 2385 4flying.com 3730 mazareta.com 1333 dafatir.net 2994 alamiya.org 2340 addiwannews.com 3250 wikiwaw.com 1331 wikimapia.org 2900 egypty.com 2080 akhbarna.net 2726 car100100.com 1038 alahale.net 2483 souss24.com 1999 taiz-press.net 1447 albrq.net 1004 wikimapia.org 1976 s-oman.net 1745 taiz-press.net 1365 albrq.net 885 alahale.net 1890 s-oman.net 1648 yemensaeed.com 1305 elahmad.com 863 blogspot.fr 1442 panoramajo.com 1535 arabseyes.com 1270 kataeb.org 852 a5barasrar.com 1412 etl3mnrasi.com 1499 dailymotion.com 1260 sahafa.com 851 nakshaat.com 1401 assdae.com 1463 te3p.com 1087 wunderground.com 687 akhersa3a.com 1277 saidaonline.com 1457 blogspot.co.uk 1074 soft-ar.info 587 jimdo.com 1063 stadelahly.com 1023 rwa2an.org 1020 wikiwaw.com 453 dafatir.net 1054 gornalak.com 941 akhbar-misr.com 1007 elahmad.com 441 carsemsar.com 933 etl3mnrasi.com 837 shbabelyom.com 923 kataeb.org 428 kermalkom.com 924 mobileapp::2-com.mosalsalati 822 mz-mz.net 908 yabiladi.com 414 al-tagheer.com 880 alamiya.org 702 yemensaeed.com 797 ustream.tv 360 blogspot.fr 858 saadahpress.net 654 sahafah.net 786 dalil-rif.com 314 akhersa3a.com 843 masrmotors.com 645 blogspot.co.uk 769 thaqf-nfsk.com 266 nakshaat.com 654 egypty.com 566 aljumhor.net 658 banatmodern.com 253 kermalkom.com 616 reyada.com 511 shbabelyom.com 604 9ori.com 252 zamalektoday.com 576 speedym.com 495 moroccoeyes.com 502 xn----ymcae0df5a6fo.com 242 a5barasrar.com 464 koora.com 440 real.com 458 al3ab24.com 214 jimdo.com 449 souss24.com 399 iraqim.com 433 fildonia.com 178 tagged.com 442 assdae.com 383 konyonsa.com 360 sat213.com 167 l7al9a.net 435 stadelahly.com 368 addiwannews.com 349 aljamaheir.net 167 jordansun.com 319 elnogooom.com 343 ilmaroc.org 325 bayanonline.com 162 65Wednesday, December 5, 12
  • Campaign 1 Campaign 2 Campaign 3 Campaign 4 Domain Impressions Domain Impressions Domain Impressions Domain Impressions bbc.co.uk 95242 alwakeelnews.com 29824 aksalser.com 191933 alrai.com 237112 alwatan-libya.com 24302 alwakeelnews.com 13354 aksalser.com 139269 alrai.com 146523 bbc.co.uk 12128 panoramajo.com 10378 habbabi.com 75561 christian-dogma.com 30585 alwatan-libya.com 9456 saidaonline.com 9577 alquds.com 16588 christian-dogma.com 27018 linkat-online.com 7875 3alamnews.com 5078 habbabi.com 11847 jo24.net 18242 masreat.com 7160 bsbslove.com 3935 te3p.com 5197 okaz.com.sa 9727 allofjo.net 5276 tanitpress.net 3755 alquds.com 5047 jo24.net 7411 masreat.com 4170 al-dreams.net 3117 ask.fm 4831 okaz.com.sa 4168 al-tagheer.com 3271 gornalak.com 2957 akhbar-misr.com 3992 jaridat.com 1526 allofjo.net 2998 syrian-soccer.com 2385 4flying.com 3730 mazareta.com 1333 dafatir.net 2994 alamiya.org 2340 addiwannews.com 3250 wikiwaw.com 1331 wikimapia.org 2900 egypty.com 2080 akhbarna.net 2726 car100100.com 1038 alahale.net 2483 souss24.com 1999 taiz-press.net 1447 albrq.net 1004 wikimapia.org 1976 s-oman.net 1745 taiz-press.net 1365 albrq.net 885 alahale.net 1890 s-oman.net 1648 yemensaeed.com 1305 elahmad.com 863 blogspot.fr 1442 panoramajo.com 1535 arabseyes.com 1270 kataeb.org 852 a5barasrar.com 1412 etl3mnrasi.com 1499 dailymotion.com 1260 sahafa.com 851 nakshaat.com 1401 assdae.com 1463 te3p.com 1087 wunderground.com 687 akhersa3a.com 1277 saidaonline.com 1457 blogspot.co.uk 1074 soft-ar.info 587 jimdo.com 1063 stadelahly.com 1023 rwa2an.org 1020 wikiwaw.com 453 dafatir.net 1054 gornalak.com 941 akhbar-misr.com 1007 elahmad.com 441 carsemsar.com 933 etl3mnrasi.com 837 shbabelyom.com 923 kataeb.org 428 kermalkom.com 924 mobileapp::2-com.mosalsalati 822 mz-mz.net 908 yabiladi.com 414 al-tagheer.com 880 alamiya.org 702 yemensaeed.com 797 ustream.tv 360 blogspot.fr 858 saadahpress.net 654 sahafah.net 786 dalil-rif.com 314 akhersa3a.com 843 masrmotors.com 645 blogspot.co.uk 769 thaqf-nfsk.com 266 nakshaat.com 654 egypty.com 566 aljumhor.net 658 banatmodern.com 253 kermalkom.com 616 reyada.com 511 shbabelyom.com 604 9ori.com 252 zamalektoday.com 576 speedym.com 495 moroccoeyes.com 502 xn----ymcae0df5a6fo.com 242 a5barasrar.com 464 koora.com 440 real.com 458 al3ab24.com 214 jimdo.com 449 souss24.com 399 iraqim.com 433 fildonia.com 178 tagged.com 442 assdae.com 383 konyonsa.com 360 sat213.com 167 l7al9a.net 435 stadelahly.com 368 addiwannews.com 349 aljamaheir.net 167 jordansun.com 319 elnogooom.com 343 ilmaroc.org 325 bayanonline.com 162 •Where do you go from here? 65Wednesday, December 5, 12
  • 66Wednesday, December 5, 12
  • •Plot your customers on a graph 66Wednesday, December 5, 12
  • •Plot your customers on a graph •Draw a line where the head ends and the tail begins 66Wednesday, December 5, 12
  • 100000 75000 50000 25000 0 bbc.co.uk wikimapia.org kermalkom.com jordansun.com boxzik.org jothoor.com q8rashaqa.com 123people.com fkihbensalah.net 67Wednesday, December 5, 12
  • 100000 75000 50000 25000 0 bbc.co.uk wikimapia.org kermalkom.com jordansun.com boxzik.org jothoor.com q8rashaqa.com 123people.com fkihbensalah.net •Campaign 1 plotted on a graph 67Wednesday, December 5, 12
  • Campaign Total 80% Top Campaigns Impressions Forming 80% 1 202,564 162,051.2 8 2 114,484 91,587.2 14 3 488,112 390,489.6 3 4 497,865 398,292 2-3 68Wednesday, December 5, 12
  • Campaign Total 80% Top Campaigns Impressions Forming 80% 1 202,564 162,051.2 8 2 114,484 91,587.2 14 3 488,112 390,489.6 3 4 497,865 398,292 2-3 •Find out how many customers are responsible for 80% of results 68Wednesday, December 5, 12
  • Campaign 1 Campaign 2 Campaign 3 Campaign 4 Domain Impressions Domain Impressions Domain Impressions Domain Impressionsbbc.co.uk 95242 alwakeelnews.com 29824 aksalser.com 191933 alrai.com 237112alwatan-libya.com 24302 alwakeelnews.com 13354 aksalser.com 139269 alrai.com 146523bbc.co.uk 12128 panoramajo.com 10378 habbabi.com 75561 christian-dogma.com 30585alwatan-libya.com 9456 saidaonline.com 9577 alquds.com 16588 christian-dogma.com 27018linkat-online.com 7875 3alamnews.com 5078 habbabi.com 11847 jo24.net 18242masreat.com 7160 bsbslove.com 3935 te3p.com 5197 okaz.com.sa 9727allofjo.net 5276 tanitpress.net 3755 alquds.com 5047 jo24.net 7411masreat.com 4170 al-dreams.net 3117 ask.fm 4831 okaz.com.sa 4168al-tagheer.com 3271 gornalak.com 2957 akhbar-misr.com 3992 jaridat.com 1526allofjo.net 2998 syrian-soccer.com 2385 4flying.com 3730 mazareta.com 1333dafatir.net 2994 alamiya.org 2340 addiwannews.com 3250 wikiwaw.com 1331wikimapia.org 2900 egypty.com 2080 akhbarna.net 2726 car100100.com 1038alahale.net 2483 souss24.com 1999 taiz-press.net 1447 albrq.net 1004wikimapia.org 1976 s-oman.net 1745 taiz-press.net 1365 albrq.net 885alahale.net 1890 s-oman.net 1648 yemensaeed.com 1305 elahmad.com 863blogspot.fr 1442 panoramajo.com 1535 arabseyes.com 1270 kataeb.org 852a5barasrar.com 1412 etl3mnrasi.com 1499 dailymotion.com 1260 sahafa.com 851nakshaat.com 1401 assdae.com 1463 te3p.com 1087 wunderground.com 687akhersa3a.com 1277 saidaonline.com 1457 blogspot.co.uk 1074 soft-ar.info 587jimdo.com 1063 stadelahly.com 1023 rwa2an.org 1020 wikiwaw.com 453dafatir.net 1054 gornalak.com 941 akhbar-misr.com 1007 elahmad.com 441carsemsar.com 933 etl3mnrasi.com 837 shbabelyom.com 923 kataeb.org 428kermalkom.com 924 mobileapp::2-com.mosalsalati 822 mz-mz.net 908 yabiladi.com 414al-tagheer.com 880 alamiya.org 702 yemensaeed.com 797 ustream.tv 360blogspot.fr 858 saadahpress.net 654 sahafah.net 786 dalil-rif.com 314akhersa3a.com 843 masrmotors.com 645 blogspot.co.uk 769 thaqf-nfsk.com 266nakshaat.com 654 egypty.com 566 aljumhor.net 658 banatmodern.com 253kermalkom.com 616 reyada.com 511 shbabelyom.com 604 9ori.com 252zamalektoday.com 576 speedym.com 495 moroccoeyes.com 502 xn----ymcae0df5a6fo.com 242a5barasrar.com 464 koora.com 440 real.com 458 al3ab24.com 214jimdo.com 449 souss24.com 399 iraqim.com 433 fildonia.com 178tagged.com 442 assdae.com 383 konyonsa.com 360 sat213.com 167l7al9a.net 435 stadelahly.com 368 addiwannews.com 349 aljamaheir.net 167jordansun.com 319 elnogooom.com 343 ilmaroc.org 325 bayanonline.com 162 69Wednesday, December 5, 12
  • Campaign 1 Campaign 2 Campaign 3 Campaign 4 Domain Impressions Domain Impressions Domain Impressions Domain Impressionsbbc.co.uk 95242 alwakeelnews.com 29824 aksalser.com 191933 alrai.com 237112alwatan-libya.com 24302 alwakeelnews.com 13354 aksalser.com 139269 alrai.com 146523bbc.co.uk 12128 panoramajo.com 10378 habbabi.com 75561 christian-dogma.com 30585alwatan-libya.com 9456 saidaonline.com 9577 alquds.com 16588 christian-dogma.com 27018linkat-online.com 7875 3alamnews.com 5078 habbabi.com 11847 jo24.net 18242masreat.com 7160 bsbslove.com 3935 te3p.com 5197 okaz.com.sa 9727allofjo.net 5276 tanitpress.net 3755 alquds.com 5047 jo24.net 7411masreat.com 4170 al-dreams.net 3117 ask.fm 4831 okaz.com.sa 4168al-tagheer.com 3271 gornalak.com 2957 akhbar-misr.com 3992 jaridat.com 1526allofjo.net 2998 syrian-soccer.com 2385 4flying.com 3730 mazareta.com 1333dafatir.net 2994 alamiya.org 2340 addiwannews.com 3250 wikiwaw.com 1331wikimapia.org 2900 egypty.com 2080 akhbarna.net 2726 car100100.com 1038alahale.net 2483 souss24.com 1999 taiz-press.net 1447 albrq.net 1004wikimapia.org 1976 s-oman.net 1745 taiz-press.net 1365 albrq.net 885alahale.net 1890 s-oman.net 1648 yemensaeed.com 1305 elahmad.com 863blogspot.fr 1442 panoramajo.com 1535 arabseyes.com 1270 kataeb.org 852a5barasrar.com 1412 etl3mnrasi.com 1499 dailymotion.com 1260 sahafa.com 851nakshaat.com 1401 assdae.com 1463 te3p.com 1087 wunderground.com 687akhersa3a.com 1277 saidaonline.com 1457 blogspot.co.uk 1074 soft-ar.info 587jimdo.com 1063 stadelahly.com 1023 rwa2an.org 1020 wikiwaw.com 453dafatir.net 1054 gornalak.com 941 akhbar-misr.com 1007 elahmad.com 441carsemsar.com 933 etl3mnrasi.com 837 shbabelyom.com 923 kataeb.org 428kermalkom.com 924 mobileapp::2-com.mosalsalati 822 mz-mz.net 908 yabiladi.com 414al-tagheer.com 880 alamiya.org 702 yemensaeed.com 797 ustream.tv 360blogspot.fr 858 saadahpress.net 654 sahafah.net 786 dalil-rif.com 314akhersa3a.com 843 masrmotors.com 645 blogspot.co.uk 769 thaqf-nfsk.com 266nakshaat.com 654 egypty.com 566 aljumhor.net 658 banatmodern.com 253kermalkom.com 616 reyada.com 511 shbabelyom.com 604 9ori.com 252zamalektoday.com 576 speedym.com 495 moroccoeyes.com 502 xn----ymcae0df5a6fo.com 242a5barasrar.com 464 koora.com 440 real.com 458 al3ab24.com 214jimdo.com 449 souss24.com 399 iraqim.com 433 fildonia.com 178tagged.com 442 assdae.com 383 konyonsa.com 360 sat213.com 167l7al9a.net 435 stadelahly.com 368 addiwannews.com 349 aljamaheir.net 167jordansun.com 319 elnogooom.com 343 ilmaroc.org 325 bayanonline.com 162 •Top sites for each campaign: 8, 14, 3, 3 69Wednesday, December 5, 12
  • 70Wednesday, December 5, 12
  • Search and Search Partners 71Wednesday, December 5, 12
  • Search Partners • Search engines using Google technology • Sites having a custom search powered by Google 72Wednesday, December 5, 12
  • Content (Display) Network • Automated way for publishers to “sell” advertising on their site • Publishers place a piece of code on pages and Google automates the process of bidding, placement, pricing, payments, etc… 73Wednesday, December 5, 12
  • Content (Display) Network 74Wednesday, December 5, 12
  • 75Wednesday, December 5, 12
  • 76Wednesday, December 5, 12
  • Types of Ads • Text • Image • Display Ad Builder • Video • Mobile (web) • Mobile (call) 77Wednesday, December 5, 12
  • Text Ads • Headline: 25 characters • Description Line 1 & 2: 35 characters • Display URL: 35 characters • Destination URL: 1,024 characters –Destination and display URLs can be different, but the domain has to be the same 78Wednesday, December 5, 12
  • Image Ads Formats: gif, jpg, png, swf Sizes: 468 x 60 Banner 728 x 90 Leaderboard 250 x 250 Square 200 x 200 Small square 336 x 280 Large rectangle 300 x 250 Inline rectangle 120 x 600 Skyscraper 160 x 600 Wide skyscraper 79Wednesday, December 5, 12
  • Display Ad Builder • Customize your own ad online 80Wednesday, December 5, 12
  • 81Wednesday, December 5, 12
  • • Automatic resizing for all available sizes 82Wednesday, December 5, 12
  • Video Ads (Click to Play) 83Wednesday, December 5, 12
  • 84Wednesday, December 5, 12
  • Mobile Ads – Smart Phones 85Wednesday, December 5, 12
  • WAP Text Ads 86Wednesday, December 5, 12
  • WAP Image Ads 87Wednesday, December 5, 12
  • Account Structure • Campaigns • Ad groups • Ads • Keywords • Destination URLs • Bids 88Wednesday, December 5, 12
  • AdWords Account Structure Account Website1.com Campaigns Restaurants Concerts Ad Groups Order Online Information Rock Concerts Great Deals Unbeatable Order food from great restaurants. Order now Prices from great restaurants. Food online Order pizza Ads & Keywords Website.com/ Order now orders Website.com/ Bids Destination orders URLs 89Wednesday, December 5, 12
  • Account • One Google account • Accessible / manageable by several accounts • Different access levels • Admin • Standard • Read Only • Email Only 90Wednesday, December 5, 12
  • Campaign (Settings) • Parameters under which ads/keywords/ad groups function –Language –Network(s) –Geography –Daily Budget –Device –Scheduling 91Wednesday, December 5, 12
  • Language Targeting 92Wednesday, December 5, 12
  • Language Targeting Make sure you only target people who will be able to read your content, watch out for languages that use similar scripts 92Wednesday, December 5, 12
  • Language Targeting Make sure you only target people who will be able to read your content, watch out for languages that use similar scripts Keywords may have different meanings (e.g. British vs. American English) 92Wednesday, December 5, 12
  • Language Targeting Make sure you only target people who will be able to read your content, watch out for languages that use similar scripts Keywords may have different meanings (e.g. British vs. American English) Ad text can produce different responses 92Wednesday, December 5, 12
  • Geographical Targeting 93Wednesday, December 5, 12
  • Time of the Day / Day of the Week 94Wednesday, December 5, 12
  • Campaign Best Practices • Use a consistent naming convention –Make sure campaign name includes as many useful parameters as possible E.g. AR-Mob-GCC-Used Cars Search EN-Mob-GCC-Used Cars Search EN-Mob-GCC-Used Cars Display • Separate search and content (display) • Separate PCs and mobiles 95Wednesday, December 5, 12
  • Ad Groups • Groups of ads that appear to any of a group of keywords Keywords: used cars buy used cars used cars for sale used car dealers 96Wednesday, December 5, 12
  • Ad Group Best Practices • Keywords as closely related to each other as possible • Always test more than one ad • Make sure you have a good relevant landing page(s) for each ad group 97Wednesday, December 5, 12
  • Keyword Match Types 98Wednesday, December 5, 12
  • Keyword Match Types Exact: [coffee beans] 98Wednesday, December 5, 12
  • Keyword Match Types Exact: [coffee beans] Will only show ads if and only if the exact string of characters is searched for 98Wednesday, December 5, 12
  • Keyword Match Types Exact: [coffee beans] Will only show ads if and only if the exact string of characters is searched for 98Wednesday, December 5, 12
  • Keyword Match Types Exact: [coffee beans] Will only show ads if and only if the exact string of characters is searched for Phrase match: ‘coffee beans’ 98Wednesday, December 5, 12
  • Keyword Match Types Exact: [coffee beans] Will only show ads if and only if the exact string of characters is searched for Phrase match: ‘coffee beans’ Exact string with other keywords before or after 98Wednesday, December 5, 12
  • Keyword Match Types Exact: [coffee beans] Will only show ads if and only if the exact string of characters is searched for Phrase match: ‘coffee beans’ Exact string with other keywords before or after Coffee beans shop, buy coffee beans, get coffee beans 98Wednesday, December 5, 12
  • Keyword Match Types 99Wednesday, December 5, 12
  • Keyword Match Types 99Wednesday, December 5, 12
  • Keyword Match Types Modified Broad Match: coffee +brew 99Wednesday, December 5, 12
  • Keyword Match Types Modified Broad Match: coffee +brew Similar keywords using the same stem 99Wednesday, December 5, 12
  • Keyword Match Types Modified Broad Match: coffee +brew Similar keywords using the same stem Brewing, brewer, brewery, breweries 99Wednesday, December 5, 12
  • Keyword Match Types Modified Broad Match: coffee +brew Similar keywords using the same stem Brewing, brewer, brewery, breweries 99Wednesday, December 5, 12
  • Keyword Match Types Modified Broad Match: coffee +brew Similar keywords using the same stem Brewing, brewer, brewery, breweries Broad match: coffee beans 99Wednesday, December 5, 12
  • Keyword Match Types Modified Broad Match: coffee +brew Similar keywords using the same stem Brewing, brewer, brewery, breweries Broad match: coffee beans Similar keywords, plurals, variations, synonyms 99Wednesday, December 5, 12
  • Keyword Match Types Modified Broad Match: coffee +brew Similar keywords using the same stem Brewing, brewer, brewery, breweries Broad match: coffee beans Similar keywords, plurals, variations, synonyms Coffee bean, great coffee bean shop, coffee shop 99Wednesday, December 5, 12
  • Keyword Match Types Modified Broad Match: coffee +brew Similar keywords using the same stem Brewing, brewer, brewery, breweries Broad match: coffee beans Similar keywords, plurals, variations, synonyms Coffee bean, great coffee bean shop, coffee shop 99Wednesday, December 5, 12
  • Negative: -cappuccino Helps make sure you are eliminating content you don’t have 100Wednesday, December 5, 12
  • Writing Effective Ads Ads relevant to specific keywords Features Benefits Calls to action Using keywords in ads Test different landing pagesWednesday, December 5, 12
  • Ads Relevant to KeywordsWednesday, December 5, 12
  • Ads Relevant to Keywords Each ad group should be focused on a topicWednesday, December 5, 12
  • Ads Relevant to Keywords Each ad group should be focused on a topicWednesday, December 5, 12
  • Ads Relevant to Keywords Each ad group should be focused on a topic Ads should communicate messages specifically according to keywordsWednesday, December 5, 12
  • BenefitsWednesday, December 5, 12
  • Benefits Main point of interestWednesday, December 5, 12
  • Benefits Main point of interest They are what your product achieves for the userWednesday, December 5, 12
  • Benefits Main point of interest They are what your product achieves for the user They are what users care aboutWednesday, December 5, 12
  • Benefits Main point of interest They are what your product achieves for the user They are what users care aboutWednesday, December 5, 12
  • Benefits Main point of interest They are what your product achieves for the user They are what users care about Examples: feeling good about themselves (loosing 10kg), feeling safe on the road (air bags), securing a good future for your kids (good ROI on investment plan), etc…Wednesday, December 5, 12
  • FeaturesWednesday, December 5, 12
  • Features How your product helps me achieve the benefitsWednesday, December 5, 12
  • Features How your product helps me achieve the benefits Specific evidence about your productWednesday, December 5, 12
  • Features How your product helps me achieve the benefits Specific evidence about your product Points of differentiationWednesday, December 5, 12
  • Features How your product helps me achieve the benefits Specific evidence about your product Points of differentiationWednesday, December 5, 12
  • Features How your product helps me achieve the benefits Specific evidence about your product Points of differentiation Examples: 32” screen, 8MP camera, ABS breaks, real leather shoes, etc…Wednesday, December 5, 12
  • Calls to ActionWednesday, December 5, 12
  • Calls to Action Leads user to a specific thing to doWednesday, December 5, 12
  • Calls to Action Leads user to a specific thing to do Generates enthusiasm in the momentWednesday, December 5, 12
  • Calls to Action Leads user to a specific thing to do Generates enthusiasm in the moment Filters usersWednesday, December 5, 12
  • Calls to Action Leads user to a specific thing to do Generates enthusiasm in the moment Filters usersWednesday, December 5, 12
  • Calls to Action Leads user to a specific thing to do Generates enthusiasm in the moment Filters users Examples: register now, buy immediately, signup for our newsletter, share with your friends, join the community, etc…Wednesday, December 5, 12
  • AdWords Campaign Strategies (summary)Wednesday, December 5, 12
  • AdWords Campaign Strategies (summary) Targeting Keywords Geography Language Keyword match type Time of day / Day of week Search / search partners Content: automatic and managed Devices DemographicsWednesday, December 5, 12
  • AdWords Campaign Strategies (summary) Targeting Effective Ads Keywords Ads relevant to Geography specific keywords Language Features Keyword match type Benefits Time of day / Day of Calls to action week Using keywords in ads Search / search partners Test different landing Content: automatic and pages managed Devices DemographicsWednesday, December 5, 12
  • AdWords Campaign Strategies (summary) Targeting Effective Ads Measurment Keywords Ads relevant to CTR Cost per Geography specific keywords conversion Language Features Analytics Keyword match type Benefits Post-click Time of day / Day of Calls to action performance week Using keywords in ads Search / search partners Test different landing Content: automatic and pages managed Devices DemographicsWednesday, December 5, 12
  • Thank You Elias Dabbas Slideshare.net/eliasdabbas elias@media-supermarket.com +971 55 953 18 26 107Wednesday, December 5, 12