Your SlideShare is downloading. ×
Afaqs! campus display and search engine marketing   june 21 ( rp singh)
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×

Saving this for later?

Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime - even offline.

Text the download link to your phone

Standard text messaging rates apply

Afaqs! campus display and search engine marketing june 21 ( rp singh)

298
views

Published on

Search Engine Marketing By Rp Singh

Search Engine Marketing By Rp Singh

Published in: Technology, Business

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
298
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
5
Comments
0
Likes
0
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. Some  numbers   •  130  million  Internet  users     •  900  million  Mobile  subscribers   •  150  million  GPRS  users   •  45  million  Facebook  users  (2nd  in  the  world)   •  2,500  crore  Digital  Media  Industry   •  76%  of  Indian  Internet  users  spend  more  Lme   online  than  watching  TV    
  • 2. What  consLtutes  Digital?   Digital   Display   Search   Mobile   Social  
  • 3. Display   AIDA     Search   DA   Mobile   AA   Social   WoM,  I   Role  of  each  Digital  Vehicle?   A:  Awareness      I:  Interest      D:  Desire        A:  AcLon  
  • 4. Page  Impression/view   One  full  download  of  a  web  page  by  a  user.  An  ad   impression  is  a  single  instance  of  an  online  ad  being   displayed  on  a  page.     5  ad  impressions   Jargon  Buster  
  • 5. Cookies   •  A  Lny  parcel  of  text  dropped  on  your  computer’s  hard  drive  by  a   web  site’s  server  –  dropped  by  the  site  or  the  adverLser’s   ad  serving  system.   •  Cookies  allow  a  server  to  store  informaLon  on  a  user's  computer   and  later  retrieve  it.     •  A  server  can  only  receive  the  data  it  has  stored  on  your  computer.  It   cannot  look  at  any  other  cookie,  nor  anything  else  on  your   computer.   Jargon  Buster  
  • 6. •  Unique  Browser   – Unique  browsers  are  counted  by  cookies  dropped   when  visitors  visit  a  parLcular  site  –  counLng  period   set  by  the  site  e.g.  one  month   •  CTR   – Click  Through  Rate  =  Clicks/Impressions*100   Jargon  Buster  
  • 7. Buying  Currencies   Delivery  Based   •  CPM     Cost  Per  Millet  (Thousand)  impressions   •  Sponsor   All  ad  impressions  on  a  web  page  (e.g.  roadblock)   Performance  Based   •  CPC       Cost  Per  Click   •  CPL     Cost  Per  Lead   •  CPA       Cost  Per  AcLon/AcquisiLon   •  CPV     Cost  Per  View   Jargon  Buster  
  • 8. Two  types  of  Placements   •  Home  page   – Inventory  available  only  on  Home  Page  of  a   website   •  ROS  (Run  of  Site)   – All  inventory  apart  from  the  homepage  inventory   across  inside  pages  
  • 9. Basic  types   •  Banners     – StaLc     – Animated     – Rich  Media  with/without  video   •  Text  Links   •  Video  Ad  units   •  Emailers  or  eDMs   •  Sponsorship  
  • 10. What  does  468  x  60  mean?       468  x  60  refers  to  pixels       A  pixel  is  the  smallest  unit  of  colour  used  to  make   up  images  on  a  screen   First  ever  banner  ad:  October  27,  1994   468  pixels  wide   60  pixels  deep  
  • 11. Get  Brief  /  Research   Develop  Strategy,   approved  by  Client     Brief    Media  Reps   Go  over  responses,   negoLate,  create   Media  Plan     Present    Media  Plan  to  client     Get  Sign  off   CreaLve  Specs   to  CreaLve  Agency   Produce  &  Upload   CreaLve     Tag    &  Traffic     Campaign   Go  Live!   Report  &  OpLmise   1   2   3   4   5   6   7   8   The  Display  Planning  Process  
  • 12. comScore  &  Vizisense   +  Loads  of  past  experience*   *In  case  of  agencies   What  are  the  planning  tools  used  to  research  the   target  audience?  
  • 13. Who  do  you  buy  display     adverLsing  from?   •  Publisher  Reps  –  Direct   –  Horizontals:  Yahoo,  MSN,   Rediff   –  VerLcals:  Cricinfo,   Moneycontrol   •  Independent  Reps  –  Direct   –  AIDEM,  Publicitas   •  Ad  Networks   –  Tribal  Fusion,  Google,  Ozone   Emerging…   •  DSP  (Demand  Side   Plaoorms)  
  • 14. NegoLated   Automated   Premium  Inventory   Secondary  Premium     Remnant  Inventory   D I R E C T N E T W O R K S D S P Agencies/Adver?sers   The  Publisher’s  Media  Inventory   •   Publishers            Rep   •   Independent        Reps  
  • 15. How  do  you  select  a  site?   •  Unique  visitors,  Registered  Users   •  Pageviews     •  Time  spent   •  Cost     •  Technology  support     – Third  party  ad  serving     – CreaLve  flexibility   •  Past  experience   •  Lead  Lme   •  Personal  RelaLonships  J    
  • 16. What’s  an  Ad  Network?   “A  collecLon  of  small  to  medium-­‐sized  sites   coupled  with  remnant  inventory  from  larger   publishers.  Networks  have  a  unifying  back-­‐end   technology  that  allows  for  ad  serving,   targeLng  &  opLmisaLon  across  their  enLre   network."  
  • 17. Ad  Network  OpLons  
  • 18. If  I  buy  through  an  Ad  Network,  do  I     know  where  my  ads  will  appear?   •  It  depends  on  the  network     •  Some  networks  operate  blind,  meaning  an  adverLser   doesn't  know  where  its  ads  will  appear   •  Some  networks  allow  you  to  cherry-­‐pick  specific  sites  or   category  of  sites  you  want  to  avoid   •  All  networks  allow  you  to  specify  category  of  sites  
  • 19. Example  Media  Plan   Site  
  • 20. CREATIVE   3rd  Party  Ad  Server   Ad  serving  –  how  it  works   TRAFFIC   SHEET   Publisher/     Network     Server   Publisher/     Network     Server   Publisher/     Network     Server   Publisher/     Network     Server   Publisher/     Network     Server  
  • 21. • Online  ReporLng  &  Mgnt.   •   OpLmisaLon   Ad  Serving     Server   Ad  Serving  Interface   Publisher/     Network     Server   Publisher/     Network     Server   Publisher/     Network     Server   Publisher/     Network     Server   Publisher/     Network     Server  
  • 22. TargeLng  opLons   Awareness/Engagement   ConsideraLon   Purchase/   Purchase     Intent   Demographics:  Sites  with  users  of  the   desired  gender,  age,  HHI,  educaLon  etc.   are  idenLfied  with  media  planning  tools   e.g.  comScore  or  Vizisense  
  • 23. TargeLng  opLons   Awareness/Engagement   ConsideraLon   Purchase/   Purchase     Intent   CONTEXTUAL:  Aligning  ads  with   contextually  relevant  areas  of  a  web  site          
  • 24. Awareness/Engagement   ConsideraLon   Purchase/   Purchase     Intent   GEOGRAPHIC:  Reach  audience  in   targeted  geo  areas   TargeLng  opLons  
  • 25. Awareness/Engagement   ConsideraLon   Purchase/   Purchase     Intent   PROFILING:  Target  user-­‐reported  profile   data  via  logged-­‐in  environments  e.g.  Yahoo   Messenger,  Hotmail,  Rediffmail   TargeLng  opLons  
  • 26. General  Profile   •  Age   •  Gender   •  Lifestyle  info   •  Marital  status   •  Income   •  EducaLon   •  Religion   •  Weight  /  Height   Enthusiast    Data   •  Auto   •  Consumer  Electronics   •  Fashion   •  Games   •  Health,  Wellness,   Fitness   •  Movies   •  Music   •  Personal  Finance   •  Sports   •  Travel   Geography   •  Country   •  State   •  Regional   •  Metro   •  Suburb   Profile  targeLng  –    user-­‐reported  data  via     logged-­‐in  environments    
  • 27. Awareness/Engagement   ConsideraLon   Purchase/   Purchase     Intent   •   DEMOGRAPHIC   •   CONTEXTUAL   •   GEOGRAPHIC   •   PROFILING   •   DAY  PARTING   TargeLng  opLons  
  • 28. Awareness/Engagement   ConsideraLon   Purchase/   Purchase     Intent   •   BEHAVIOURAL:  target  a  profile   based  on  past  online  acLvity     •   On-­‐site   •   On-­‐network   •   DEMOGRAPHIC   •   CONTEXTUAL   •   GEOGRAPHIC   •   PROFILING   TargeLng  opLons  
  • 29. BUT  behavior  does  not  always  imply  intent  
  • 30. Awareness/Engagement   ConsideraLon   Purchase/   Purchase     Intent   BEHAVIOURAL  (high  funnel):  target  a   profile  based  on  past  online  acLvity     •   On-­‐site   •   On-­‐network   DEMOGRAPHIC   CONTEXTUAL   GEOGRAPHIC   PROFILING   BEHAVIOURAL  (low  funnel):  target  a   profile  based  on  past  online  acLvity     •   Site  Re-­‐targeLng   TargeLng  opLons  
  • 31. Awareness/Engagement   ConsideraLon   Purchase/   Purchase     Intent   BEHAVIOURAL  (high  funnel):  target  a   profile  based  on  past  online  acLvity     •   On-­‐site   •   On-­‐network   DEMOGRAPHIC   CONTEXTUAL   GEOGRAPHIC   PROFILING   BEHAVIOURAL  (low  funnel):  target  a   profile  based  on  past  online  acLvity     •   Site  Re-­‐targeLng   •   Intent  Re-­‐targeLng     TargeLng  opLons  
  • 32. Intent  Re-­‐targeLng   ‘intent’  is  subject  to  definiLon   •  Defined  by  the  Site  using  on-­‐site  intent  re-­‐targeLng   •  Defined  by  the  Ad  Network  offering  on-­‐network   intent  re-­‐targeLng  
  • 33. Benefits  of    Behavioural  TargeLng?   •  Increase  the  reach  of  desired  audience  segments  outside   of  contextual  placements   •  Reach  your  audience  in  a  cluyer  free  environment,   potenLal  for  high  impact   •  Offers  cost  effecLve  efficiency  to  overall  media  campaign   •  Improves  conversion,  especially  ‘Low  funnel’  behavioural   targeLng  
  • 34. OpLmizaLon   •  Media   – Website   – SecLon     – Placement   – CreaLve     – Ad  unit       – DuraLon   – Timing  of  delivery       •  Website   – Technology   •  Flash  vs  HTML   – Content   – User  journey   – Cross  linking   – Call  to  AcLon    
  • 35. Where  do  people  look?   23%   8.7%   77%   PAGE  1   PAGE  2   PAGE  3   OTHERS   Source:  iProspect  2007  
  • 36. Paid  Search  AdverLsing   Pay  on  a  cost   per  click  basis,   therefore  do   not  pay  for   impressions.   Can’t  buy  your   way  to  the  top   –  affected  by   CPC  bid  x   quality  score.  
  • 37. Max  CPC   Quality   Score   Paid  Ads   How  does  Google  rank  paid  ads?  
  • 38. •  CTR:   –  The  historical  click-­‐through  rate  (CTR)  of  the  ad   –  Your  CTR  account  history,  which  is  measured  by  the   CTR  of  all  the  ads  and  keywords  in  your  account   •  Ad  Text  Relevance:   –  The  relevance  of  the  keyword  and  ad  to  the  search   query   –  The  relevance  of  the  keyword  to  the  ads  in  the   AdGroup   •  Landing  Page  Relevance  &  Experience:   –  Quality  of  your  landing  page   –  Landing  page  load  Lme   •  Other  relevance  factors   The  Quality  Score  (score  out  of  10)  is  determined  by:   Quality   Score   The  Higher  your  Quality  Score  the  Lower     The  Price  You  will  Pay  per  Click   How  does  Google  rank  paid  ads?  
  • 39. Actual  CPC   •  The  minimum  amount  needed  to  maintain  a  rank  number   higher  than  the  ad  immediately  below  it.  (1c  more  than  your   next  nearest  compeLtor)   •  Your  actual  CPC  is  usually  less  than  the  Maximum  CPC  you  bid   •  It  is  possible  for  an  adverLser  to  appear  above  a  compeLtor   and  pay  less  than  they  do.  
  • 40. When  you  adverLse  on  Google  your     ads  show  here:   •  On  Google   •  On  Google’s  Search  Partners   •  On  the  Google  AdSence  Content  Network  (e.g.   Gmail,  Fairfax  and  niche  sites)   1   2   3  
  • 41. The  ‘Long  Tail’  of  Search   Search  Term  Quality  
  • 42. Google  Traffic  EsLmator  
  • 43. Google  Keyword  Tool  
  • 44. Google  Keyword  Tool  
  • 45. Match  Type   How  it’s  entered:   The  ad  will  show   when:   The  ad  will  show  when  the   user  types  the  following   for  example:   BROAD   Caribbean  Cruise   All  words  containing   this  word  or   combinaLon  of  words   in  any  order  is  used  as   the  query     Caribbean  Holiday  Cruises   Cruise  holiday  in  the   Caribbean   PHRASE   “Caribbean  Cruise”   Keywords  are  typed  in   the  exact  order   specified.  But  have   other  words  before  or   a|er   Cheap  Caribbean  Cruise   Caribbean  Cruise  Deals   Luxury  Caribbean  Cruise   EXACT   Caribbean  Cruise   Keywords  must  be  only   and  exactly  what  the   user  types  in     Caribbean  Cruise   NEGATIVE   -­‐Tom   Ads  will  not  appear   when  this  search  term   is  entered  in  the  query     Ads  will  NOT  show  if   someone  types:   Tom  Cruise   Keyword  Matching  OpLons  
  • 46. hyp://services.google.com/awp/en_us/breeze/7338/index.html     Google  Editorial  Policy  Tutorial:   Google  monitors:   -­‐  Editorial  &  Format  (style  and  technical  requirements  for  your  ad  text  and  keywords)   -­‐   Content  (what  you  can  and  can't  adverDse  or  promote)   -­‐  Link  (guidelines  for  your  URLs  and  the  website  you're  adverDsing)  
  • 47. Editorial  Policy  
  • 48. Link  Policy  
  • 49. ConLnuous  Test/Learn   Test  Mul?ple  Ads  Simultaneously     •  Always  test  2  (or  more)  ads  simultaneously  –  an  A/B  split  test.   •  Find  out  which  one  produces  the  higher  CTR  and  ulLmate   conversion  goal.  Then  replace  the  weaker  performing  ad  with   a  new  one.   •  ConLnue  this  process  in  your  never-­‐ending  quest  to  get  the   CTR  and  conversion  goal  opLmised.    
  • 50. How  to  budget  for  PPC  search  adverLsing?   •  Pay-­‐per-­‐click  (PPC)  search  adverLsing  is  difficult   to  forecast  without  being  acLvely  engaged  in  a   campaign     •  You  must  test  to  see  how  many  clicks  to  expect   per  day  at  what  CPC  by  keyword,  to  determine   ROI   •  Determine  maximum  allowable  CPC  
  • 51. Key  Bank  business  goals   •  Key  Bank  minimum  acceptable  ROI  is  4:1   – For  every  media  $1  spent  they  want  to  make  $4     •  A  Key  Bank  credit  card  customer  is  worth  $500   •  So  the  maximum  we’re  willing  to  pay  to  acquire  a  Key   Bank  credit  card  customer  is  $125,  in  other  words   the  allowable  CPA  is  $125  ($500:$125  or  $4:$1)  
  • 52. How  much  media  spend  is  allowed  to  acquire   1,000  new  Key  Bank  credit  card  customers?   Easy  –  1,000  x  $125  =  $125,000  
  • 53. Number  of   Impressions?   Average  Click   Through  Rate   Average   Conversion   Rate   Average   Approval   Rate   1,000   Customer   How  many  page  impressions  do  we  need  to  acquire   1,000  new  Key  Bank  credit  card  customers?   Need  some  historical  learning  or  run  a  test  to  determine:   .3%   7%   80%  
  • 54. Number  of   Impressions?   Average  Click   Through  Rate   Average   Conversion   Rate   Average   Approval   Rate   1,000   Customer   How  many  page  impressions  do  we  need  to  acquire   1,000  new  Key  Bank  credit  card  customers?   – Work  out  the  numbers  from  the  desired  outcome   .3%   7%   80%   1,250  17,857  5,952,380  
  • 55. What  CPC  rate  can  we  afford  to  spend  to  acquire   1,000  new  credit  card  customers?   $125,000/17,857  (clicks)  =  $7  CPC   Therefore  the  maximum  CPC  bid  is  $7  
  • 56. What  do  most  brands/agencies   measure?   •  Impressions   •  Clicks   •  Leads     •  And  now  ….  Fans   &  this  is  irrespecLve  of     what  objecLves  are!     X  
  • 57. What  should  you  measure?   • Clicks   • Mouseovers   • Video  Plays   • Game  Plays   • Contest   • Increase  in  Time   Spent   • Repeat  Visitors     • Sales     • Downloads   • Contest   • Leads     • Unique   Impressions   • Unique  users   reached   • Visitors  on   Website   • Reach  of  the  plan   • Increase  in  Search   Queries   • Frequency   • Shares  on  Social   Media   • Referrals   • Increase  in  Social   Buzz   • Engagement     Rate   WoM   Awareness   ConsideraLon  Purchase  
  • 58. Tools  for  AnalyLcs   •  Media  Performance   •  Website  Performance  
  • 59. Deciding  &  AllocaLng  the  Budget   •  There  is  nothing  called  “Ideal  Budget”   •  Decide  objecLve:  Awareness,  ConsideraLon,   Purchase   •  Use  tools  (comScore)  to  arrive  at  site  list  your  TG   surfs   •  Decide  SOV  (Share  of  Voice)  through  SOI  (Share  of   Impressions)   •  Decide  between  Impact  and  Sustenance  or  a   combinaLon  of  both