Online performance marketing

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Presentation for the IP_406 course at the University of Economics in Prague

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Online performance marketing

  1. 1. Online performance marketingPavel JašekIP_406 presentation, University of Economics in Prague, 15. 4. 2012
  2. 2. Dobrý web introduction• Leading performance marketing and user research agency in Czech republic• Public activities: conferences• Education: trainingdokument | Online performance marketing snímek | 2
  3. 3. Agenda: Online marketing overview• PPC campaigns• Search Engine Optimization• Affiliate marketing• User research• Web experimentation• Web Analyticsdokument | Online performance marketing snímek | 3
  4. 4. What will you learn by the way• How to support online marketing within the organization• Who should you employ for online marketing• How to fail fasterdokument | Online performance marketing snímek | 4
  5. 5. Who owns the web?• Siloed organizations• Different responsibilities and goals• Internal communication and cooperation• Integrated marketing campaigns IT Marketing Sales• Traffic • Promotions • Conversionsdokument | Online performance marketing snímek | 5
  6. 6. Web Traffic • Accessibility • Strong brand • UsabilityUsers • Offline advertising • Information • architecture• Prospects PPC campaigns • • Content• Customers SEO • • Visual design• Foreigners Display campaigns • Email marketing • Brand trust and credibility • Affiliate marketing • Persuasiveness • Social media • Competitivenessdokument | Online performance marketing snímek | 6
  7. 7. Satisfy the demand withPPC CAMPAIGNSdokument | Online performance marketing snímek | 7
  8. 8. Looking for a home breadmaker?
  9. 9. Google, Seznam, Yahoo & Bing
  10. 10. Performance marketing KPIs• How much can you afford to pay?• Do you need some monthly budget?• MaximumCostPerClick = = ConversionRate × AverageMargin » 2 % CR × 250 CZK = 5 CZK maxCPC• Cost per sale = Costs / Conversionsdokument | Online performance marketing snímek | 10
  11. 11. ROPO effect
  12. 12. SEO is not that technical as you may thinkSEARCH ENGINGEOPTIMIZATIONdokument | Online performance marketing snímek | 12
  13. 13. SEO goals Be on the first position To be on the SERP for keywords ABC Easy to be found on the internet Bring relevant visitors to your sitedokument | Online performance marketing snímek | 13
  14. 14. On-page optimization
  15. 15. Page title URLInternal links Main heading Relevant content Smaller headings
  16. 16. Pay per ActionAFFILIATE MARKETINGdokument | Online performance marketing snímek | 16
  17. 17. Win-win business
  18. 18. Amazon pays 4 – 6 % from affiliate links http://www.amazon.com/gp/product/0470529393?ie=UTF8 &tag=advawebmetr-20&linkCode=as2 &camp=1789&creative=9325&creativeASIN=0470529393dokument | Online performance marketing snímek | 18
  19. 19. Who wins? Customer or HiPPO?IMPORTANCE OF USERRESEARCHdokument | Online performance marketing snímek | 19
  20. 20. Some of the impressive results• None of the testers was using the scroll wheel of the mouse.• Only perceived what’s currently visible in the browser.• Used the Back button very often.• Didn’t know the concept of breadcrumb navigation.• Managed to fill in form fields successfully.• Drop-down menu was very comfortable.dokument | Online performance marketing snímek | 21
  21. 21. Heatmaps
  22. 22. Personas
  23. 23. User testing
  24. 24. User testing
  25. 25. May the best variant win!A/B TESTINGdokument | Online performance marketing snímek | 26
  26. 26. Version A
  27. 27. Version B
  28. 28. 7,5 % Improvement in conversions!This A/B testing presentation: http://noca.cz/HKofdD dokument | Online performance marketing snímek | 29
  29. 29. Version A
  30. 30. Version B
  31. 31. Well, not all tests are successfuldokument | Online performance marketing snímek | 32
  32. 32. Measuring visitor behaviorWEB ANALYTICSdokument | Online performance marketing snímek | 33
  33. 33. Right data for right people
  34. 34. Reporting vs. analysishttp://blogs.adobe.com/digitalmarketing/analytics/reporting-vs-analysis-whats-the-difference/ dokument | Online performance marketing snímek | 35
  35. 35. Engage your colleagues
  36. 36. Thanks!Pavel Jašek@paveljasekpavel.jasek@dobryweb.czwww.dobryweb.czdokument | Online performance marketing snímek | 37

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