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MCAD 2009 - Future of Advertising: session #04 recap (Feb 16)
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MCAD 2009 - Future of Advertising: session #04 recap (Feb 16)

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Here's an edited recap of my in-class presentation for the fourth session for the (2009) "Future of Advertising" course at the Minneapolis College of Art and Design (MCAD). This week we started a …

Here's an edited recap of my in-class presentation for the fourth session for the (2009) "Future of Advertising" course at the Minneapolis College of Art and Design (MCAD). This week we started a series of Building Blocks sessions--this first focused on digital production and Search. Big thanks to Jennifer Iwanicki for her guest speaking on strategic digital production and to Nina Hale for her insights and expertise in Search. Please note the Creative Commons license. Thanks. Jennifer Iwanicki's slides embedded within this presentation are copyrighted to Jennifer Iwanicki and Nina Hale's slides are copyrighted to Nina Hale.

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  • 1. The Future of Advertising Class #ADV 3041-01 | Spring 2009 | Mondays 1-6pm | Rm 416 Instructor: Tim Brunelle SESSION #04—FEBRUARY 16, 2009 BUILDING BLOCKS: DIGITAL PRODUCTION + SEARCH Creative Commons Attribution & Non-Commercial License
  • 2. Today: (Slight revise of the syllabus.) 1. Overview of major digital “building blocks” 2. Guest speaker: Jennifer Iwanicki Strategic Digital Producer BREAK 3. Guest speaker: Nina Hale Search Consultant BREAK 4. Review Assignment #1 (due next week)
  • 3. Major Building blocks: “The Digital Base” 1. Search Search Engine Marketing (SEM) Paid Search a.k.a. Pay-Per-Click (PPC) Search Engine Optimization (SEO) 2. Website Analytics 3. Display/Banner Ads
  • 4. Major Building blocks: “The Digital Base” 1. Search Search Engine Marketing (SEM) (Nina’s presentation, page 50) Paid Search a.k.a. Pay-Per-Click (PPC) Search Engine Optimization (SEO) 2. Website Analytics 3. Display/Banner Ads
  • 5. Major Building blocks: “The Digital Base” 2. Website Analytics i.e. Traffic Referring/Exiting i.e. Patterns Popularity/Paths Multivariate Testing/Optimization = Insight (Remember relevant data?), which affects, creates and drives... Content Strategy, Editorial Calendar, Design, Technology, Copywriting, Images + Video, Website Staffing + Budgeting, etc.
  • 6. *Here’s an example of an analytics overview dashboard. What is it telling you that can help craft more compelling stories and more relevant content?
  • 7. *What can specifics, like Technical Profile, tell you about this audience, so you can better meet their needs and increase loyalty?
  • 8. *What inspires the 5% who’ve visited 9+ times vs. the rest of our audience?
  • 9. *Given this site’s purpose, these results are fine. But what would you learn if they weren’t? Consider how content strategy and design affect this issue.
  • 10. *This information is closely tied to advertising, i.e. What’s driving traffic? It can also speak to the viability of your social media outreach efforts.
  • 11. *This information is closely tied to Search. But it also can affect content strategy, specifically copywriting. How does your audience describe you?
  • 12. Major Building blocks: “The Digital Base” 2. Website Analytics i.e. Traffic Referring/Exiting i.e. Patterns Popularity/Paths Multivariate Testing/Optimization = Insight (Remember relevant data?), which affects, creates and drives... Content Strategy, Editorial Calendar, Design, Technology, Copywriting, Images + Video, Website Staffing + Budgeting, etc.
  • 13. Major Building blocks: “The Digital Base” 3. Display/Banner Ads IAB (Internet Advertising Bureau) Standard sizes for ad units There are three basic sizes we typically produce (as measured in pixels): Leaderboard, Square, Skyscraper
  • 14. #1: LEADERBOARD Standard = 728x90 | Half banner = 234x60
  • 15. http://www.iab.net/standards/adunits.asp #1: SQUARE, BOX, RECTANGLE Standard = 300x250 | Others = 336x280, 250x250, 240x400
  • 16. http://www.iab.net/standards/adunits.asp #3: SKYSCRAPER Standard = 160X600 | Others = 120X600
  • 17. Major Building blocks: “The Digital Base” 3. Display/Banner Ads A note about functionality: Various levels of interaction, animation/motion and sound are possible within banners. Unlike print or TV, where the boundaries of what’s possible have been (more or less) mandated, online advertising offers quite a range of options. The key to success is to talk about strategy (i.e. what technology do we need to impact our audience effectively) and the media buy (i.e. what technology is available in our media budget and placement) long before creative concepting even begins.
  • 18. Major Building blocks: “The Digital Base” 3. Display/Banner Ads Functional types—Static/Back Up: These executions provide a very simple level of content. They appears only if the browser or server is unable to display the preferred banner format. Static banners are like traditional out-of-home billboards—everything related to the idea has to be acknowledged in one space.
  • 19. Major Building blocks: “The Digital Base” 3. Display/Banner Ads Functional types—(Flash) Fixed, non-expanding, non-video serving: Typically incorporating animation/motion and potentially sound (which must be user-initiated, per most media contracts). http://bannerpalooza.com/portfolio/SonyVaio_300x250.html
  • 20. Major Building blocks: “The Digital Base” 3. Display/Banner Ads Functional types—(Flash) Video serving and/or expanding: Most commonly referred to as “rich media.” Here we’ve got a full arsenal of tools: animation/motion, a larger space (after expansion), video, data base functionality http://bannerpalooza.com/portfolio/3MPrivacyFilters/index.html
  • 21. Major Building blocks: “The Digital Base” 3. Display/Banner Ads Function—expanding:
  • 22. Major Building blocks: “The Digital Base” 3. Display/Banner Ads Networks So this is how your banner ad gets distributed. Networks act in between the agency/production firm/media company (representing the client brand) and the site publisher (i.e. nytimes.com) to facilitate serving, tracking and maintaining your banner ad’s placement. Some of the majors are: Pointroll (http://pointroll.com) EyeWonder (http://eyewonder.com) EyeBlaster (http://eyeblaster.com) DartMotif = DoubleClick, i.e. Google (http://doubleclick.com) AdMob (http://admob.com)
  • 23. Major Building blocks: “The Digital Base” 3. Display/Banner Ads Success criteria How will your banner ads be measured? And rest assured, they will be! Here are a few methodologies: Click-through rate (CTR) The ratio of page-views to clicks on the ad, expressed as the percentage of a page’s total visitors who clicked on the banner. In this age, a respectable average banner CTR could be 1%. Cost-per-click (CPC) Takes the cost of the media, divides by the number of click-throughs. Brand-interaction rate (BIR) Less common, but more holistic, this measurement integrates a value for length of time a user sees the banner along with any time spent interacting with the unit, in addition to any click-through.
  • 24. Major Building blocks: “The Digital Base” 3. Display/Banner Ads Media buy + site specifications We’re still working, somewhat, in the Wild West. Unlike broadcast TV or print with NTSC and CMYK standards, banner ads are often subject to last-minute changes brought by publishers, networks and the advancement of technology. As a creative, you want to know about the following up front: *The site list (media buy) and specific placements as well as file size (bandwidth) limits, looping limits, sound + video specs, required controls for all sites on the list *If you’re utilizing data capture (form fields), what info is required by the client + allowed by the site? What’s the hosting plan for the data? *Destination plan for all units you’re creating. Where will you be sending people who click? What content will be there?
  • 25. Major Building blocks: “The Digital Base” 3. Display/Banner Ads Storyboards “Whatever works, so long as it’s legible to other people.” That’s really the golden rule here. The board isn’t for you, it’s meant for clients, producers and production talent to comprehend, appreciate and support. Words of advice: If you’re storyboarding an online ad, do it to production spec. Make your frames 120x600px if that’s one of the sizes in the media plan. Work at 100% scale, at 72dpi. And don’t be afraid to write up a treatment to help explain what you want to see happening in terms of animation style, editorial sequence, rollover effects and other actions.
  • 26. Storyboard examples (120x600px)
  • 27. Storyboard examples (728x90px, expandable) Functional description The banner begins with AGE 1) logo, headline, CTA, legal and “egg curtain.” The “egg curtain” parts from the 2) middle, revealing a short video clip, in this case, of a nest egg getting checked on a treadmill. (No sound.) Any cursor-movement over the 3) unit initiates banner expansion. (If the user doesn’t engage, the curtain sequence and video repeats itself a second time.) On expansion, the full-length 4) video plays from the beginning, with sound. To the right, new copy and a new CTA appear.
  • 28. Storyboard examples (300x250px) Functional description This is a fixed (non-expanding) unit. All of the information is displayed immediately. There is no loading sequence. But the viewer almost immediately notices one unusual element—the Passat’s headlights are magnetically “attached” to your cursor (via Flash). When you move your cursor, the Passat’s Bi-Zenon headlights follow along.
  • 29. Fixed size banner examples http://www.cpbgroup.com/awards/roofstudiobanners.html http://bannerpalooza.com/portfolio/SonyVaioVote_300x250.html http://nikeid-europe.nike.com/nikeid-europe/banner/identify_yourself/ http://bannerpalooza.com/portfolio/3MPrivacyFilters/index.html
  • 30. Richer media banner examples http://www.neverinneutral.com/convertible/ http://www.cpbgroup.com/awards/rallyrace.html http://202.157.162.188/web/awards/wd40/glide/mac/glide.htm *Find more at: http://www.oneclub.org/os/osi/showcase?year=2008
  • 31. Strategic Digital Production Guest speaker: Jennifer Iwanicki http://jenniferiwanicki.com
  • 32. strategic production in a digital age Jennifer Iwanicki pro⋅duc⋅er noun definition- “a person responsible for the financial and administrative aspects of a stage, film, television, radio or similar production; the person who exercises general supervision of a production and is responsible chiefly for raising money, hiring technicians and artists, etc., required to stage a play, make a motion picture, or the like.”
  • 33. strategic production in a digital age Jennifer Iwanicki you sold the idea- congrats! now how are you going to make the thing? There’s a deadline, a budget and client with expectations. Rely on your producer to help. The producer is your friend.
  • 34. strategic production in a digital age Jennifer Iwanicki case study gametap: multi-platform production 100 pieces of creative developed in just 4 months.
  • 35. strategic production in a digital age Jennifer Iwanicki the questions defining the project Likely you are going to have to clarify your ideas. Here’s a list of questions you can expect: - What is your vision for the project? - Is there sound, illustration, photography? - If so, what’s the style? - Is there video? Animation? - Is anyone on vacation during the project? - Do you have ideas about who you’d like to work with? Every creative project has it’s own intricacies. We need to figure out what those are.
  • 36. strategic production in a digital age Jennifer Iwanicki the questions dissecting the comps There’s a lot of information to be found in this board. Here are some questions I’d ask. Does this animate? Do we need stock photography? What do each of these sections of content contain? Who’s providing privacy/legal info? General: - What are our technology constraints? - What is the style of animation? - What is the data collection requirement? Is that being met?
  • 37. strategic production in a digital age Jennifer Iwanicki the questions dissecting the board Who do we need to cast? General? - What’s the tone/pacing? Is this in color, b&w, - Is there voice over? illustrated or - Is there a soundtrack? photographic? - Are there art cards? - Are client logos required? - Locations? What’s wardrobe/costuming? What are the sets/production designs? What are the props? Do we need stock footage?
  • 38. strategic production in a digital age Jennifer Iwanicki budget and timing confines Budget = $350,000.00 Timing = 4 months Let’s mash it up. These numbers are estimated
  • 39. strategic production in a digital age Jennifer Iwanicki budget and timing your answers You’ve done your homework now, and the information has most likely been put into a document called “Creative Notes.” But how does all this information correlate to budget and timing? The producer works to figure this out.
  • 40. strategic production in a digital age Jennifer Iwanicki budget and timing all the elements Here’s what the info tells us we need to produce. Goatz Ducking Design (10 websites) Props Bumper - including the VO of Tank Granite yelling quot;XTREME DUCKING!quot; Awesome guitar accompanies an eccentric collection of XPJS students doing the most Xtreme ducking moves known to man. Copywriting (12 scripts) Talent Negotiations Granite VO: You want goatz? We got goatz! Check it! Copywriting Talent Payment A man walking down a city street notices a flower pot whizzing towards his head. He ducks in the nick of time. Totally awesome. Explosion Illustration (20 units) Location Van Granite VO: Gorilla Arm Duck! Animation (45 elements) Transportation A gorilla and a bear are fighting on the roof of a building. They are nowhere near the edge. Someone is a waving an American Flag in the background. The Gorilla takes a swipe at the bear, who easily ducks out of the way. E-cards ( 8 units) Technology Development Explosion A dude ducks under a simple table. Nothing out of the ordinary. Just the power Banner ads (10 units) Hosting of ducking. Toppings Specialty Pizza Explosion Individual - $1.00 Individual - $1.50 Individual - $1.95 Large - $1.50 Large - $1.95 Large - $2.95 Birch Ind. $7.95 Lg $12.95 Broccoli, Mushroom, Onion, Green Pepper, Black Olive Artichoke Hearts Anchovies Sundried Tomato & Mozzarella Voice Over (12 videos) Media Development Broccoli Caramelized Onion Barbecue Chicken Eggplant Feta Cheese Buffalo Chicken Granite VO: Swordosity! Cedar Ind. $7.95 Lg $12.95 Garlic Pesto Goat Cheese Roasted Eggplant, Roasted Zucchini, Green Pepper Pineapple Grilled Chicken Roasted Tomato & Mozzarella Hot Cherry Pepper Portabello Mushroom Hamburger Mushroom Ricotta Cheese Pepperoni Cypress Ind. $8.95 Lg $13.95 Onion Roasted Red Pepper Prosciutto Spinach, Feta, Mozzarella, roasted Sliced Tomato Spicy Tomato Salsa Sweet Italian Sausage A fireman having a sword fight with a pirate. The pirate is holding about 4 Spinach Sundried Tomato Tomato and Black Olive Tomato Sauce Extra Mozzarella swords in his hands. He puts them all together and swings at the fireman who Zucchini Editorial (12 videos) On-Air Spots Dogwood Ind. $9.95 Lg $14.95 Artichoke Hearts, Green Pepper, Mushroom, = Vegetarian Prosciutto, Tomato sauce & Mozzarella ducks out of the way and pokes his opponent in the knee at the same time. Plain Cheese Pizza Evergreen Individual $6.95 Large $9.95 Ind. $8.95 Lg $13.95 Spinach, Broccoli, Pesto, Feta & Garlic Appetizers Explosion Magnolia Ind. $8.95 Lg $13.95 Lunch Grilled Chicken, Pesto, Garlic & Mozzarella Location scouting Equipment Rentals Buffalo Wings $6.95 Maple Ind. $7.95 Lg $12.95 Honey Hot Wings $6.95 Italian Sausage, Ricotta, Tomato Sauce & Mozzarella Chicken Fingers Granite VO: Laser Jams! $6.95 617-522-7997 Buffalo Fingers $6.95 Naughty Pine Ind. $7.95 Lg $12.95 Mozzarella Sticks Portabello Mushroom, Roasted $5.95 Fax: 617-522-5600 Tomato, Red Onion & Mozzarella Potato Skins $5.95 A karate man is walking down a back alley when a villain starts shooting a laser Broccoli & Cheddar Poppers Location rental Fake Character Blogs (20) $5.95 Palm Ind. $7.95 Lg $12.95 Prosciutto, Pineapple & Mozzarella Chicken Satay $6.95 Tuesday -Friday 11:30 am at him. The karate man ducks and uses a freestyle move to avoid the laser Grilled marinated Chicken served with spicy Peanut Sauce Redwood Ind. $10.95 Lg $17.95 Saturday & Sunday 12:pm Fried Calamari With hot cherry peppers $7.95 Italian Sausage, Pepperoni, Hamburger, blasts and gives a thumbs up to the camera. no lunch served Mondays Prosciutto, Tomato Sauce and Mozzarella Mussels Dijonaise $7.95 Sauteed mussels with garlic, lemon, white wine, caramelized Sequoia Ind. $8.95 Lg $13.95 Entertainment... Function Room... onions and a touch of dijon Buffalo Style Chicken, Red Onion, on Friday, Saturday & Sunday evenings. Spinach & Artichoke Dip $7.95 reserve now for your special Roasted Tomato & Mozzarella Contract negotiations User Experience/IA Check us out! event or family gatherings! Bubbling hot casserole of Spinach Artichoke & Cheeses Explosion Tumbleweed Ind. $8.95 Lg $13.95 Baja Shrimp $7.95 Gift Certificates Grilled Barbecue Chicken, spicy Grilled shrimp marinated in cayenne brown sugar served with Tomato Salsa, Garlic & Mozzarella are available. Ask your server grilled pineapple for more information. Sauteed Artichoke Hearts $6.95 Granite VO: Dr Aqua! no substitutions on house pizzas With Red Pepper, Garlic, fresh Basil & Garlic Bread Check out our website: www.DogwoodCafe.com Parties of 6 and over subject to a 18% gratuity added to your bill. Meals and catering Help Wanted Ads (100) Technical Specification “Seeding” campaign Casting Character licensing Wardrobe Stock Imagery (50) These numbers are estimated
  • 41. strategic production in a digital age Jennifer Iwanicki budget and timing all the staffing Here’s who needs to be involved. 2 Designers Sound recordist 2 Copywriters 8 PA’s 2 Illustrators 2 Creative Directors 3 Animators Music Arranger 2 HTML Developer Hair and make-up Technical Developer Location Manager Director of Photography Location Scout Editor Wardrobe Production Designer Talent Manager User Experience/IA Line Producer 25 actors VO Talent These numbers are estimated
  • 42. strategic production in a digital age Jennifer Iwanicki budget and timing schedule Remember, we have just 4 months.... Illustration/Animation= 2 weeks Design (web)= 4 weeks Design (e-cards) = 2 weeks Flash Banners= 3 weeks Blogs= 2 weeks Help Wanted placements= 2 weeks Copywriting (web)= 4 weeks Boards = 2 weeks Scripts = 2 weeks Technical Development= 8 weeks HTML Development= 4 weeks Shoot Pre-Production= 6 weeks Shoot Days= 5 Editing= 3 weeks Quality Assurance= 2 weeks These numbers are estimated
  • 43. strategic production in a digital age Jennifer Iwanicki budget and timing whoa! Somethings got to give. There’s just too much to do and not enough money. The bad news is delivered with a smile and with suggestions to help keep your idea just as cool!
  • 44. strategic production in a digital age Jennifer Iwanicki solutions what to cut 2 Designers Hair and make-up Design (10 7 websites) Props (100 70 items) 2 Copywriters Location Manager Copywriting (12 8 scripts) Talent Negotiations 2 Illustrators Location Scout Copywriting Talent Payment 3 2 Animators Wardrobe Illustration (20 15 units) Location Van 2 1.5 HTML Developer Talent Manager Animation (45 30 elements) Transportation Technical Developer Wardrobe/Talent E-cards ( 8 5 units) Technology Development Director of Photography Manager Banner ads (10 8 units) Hosting Editor Line Producer Voice Over (12 8 videos) Media Development Production Designer VO Talent Editorial (12 8 videos) On Air Spots User Experience/IA Location scouting Fake Character Blogs (20 12) 25 15 actors Location rental User Experience/IA Sound recordist Contract negotiations Help Wanted Ads (100 50) 8 6 PA’s Meals and catering “Seeding” campaign 2 Creative Directors Technical Specification Character licensing Music Arranger Casting Stock Imagery (50 20) Wardrobe These numbers are estimated
  • 45. strategic production in a digital age Jennifer Iwanicki solutions what to cut and how to optimize General? Limit casting, use in-house staff as talent. - Use the same VO talent when Video instead of possible. animation. Keeps the - Keep iterations of soundtracks format consistent in to a minimum buy having team the edit. Use B&W to get lots of reference info to keep the surreal music house. effect. - Limit locations. Keep recognizable landmarks out of the shot. Use thrift shops for wardrobe. Or ask talent to bring own. Return what you don’t use. See if you can use the bear costume anywhere else. If so, shoot all the costumes on the Kill the horses, not literally, but replace the shot. same day. Instead of renting,what can we borrow?
  • 46. strategic production in a digital age Jennifer Iwanicki results what got produced While we had to make some compromises, we still got a lot produced. Here’s some of the end results.
  • 47. strategic production in a digital age Jennifer Iwanicki results what got produced While we had to make some compromises, we still got a lot produced. Here’s some of the end results.
  • 48. strategic production in a digital age Jennifer Iwanicki it’s a wrap. thank you. Jennifer Iwanicki jennifer@jenniferiwanicki.com http://www.linkedin.com/in/jenniferiwanicki http://www.twitter.com/jiwanicki
  • 49. Search Guest speaker: Nina Hale http://ninahale.com
  • 50. Conversations about the Future of Advertising Nina Hale – February 16, 2008 Search Engine Marketing
  • 51. Company Background Established fall ’05 More than 45 combined years of Search Engine Marketing & eMarketing 4 employees – all high level with 9+ years specific experience  PPC (google, yahoo, facebook, msn, etc). Manage approx. $1.75 million per year.  SEO – current sites, new site designs, copy editing for SEO, link-building.  Site Analytics – especially Google Analytics “Drive revenue though online channels” Minneapolis SEO / PPC 2/12/2009
  • 52. Partial Client List (since formation) Minneapolis SEO / PPC 2/12/2009
  • 53. What is Online Search? Google?  Nothing’s going to knock Yahoo / MSN?  out Google for a long time, YouTube?  but people who figure out Facebook?  how to monetize the Twitter?  searching done elsewhere Maps?  will prosper. Yelp?  Image searches?  YouTube is the second largest search engine. Only Google has more searches done on it. 7% of all searches are for images Minneapolis SEO / PPC 2/12/2009
  • 54. Who’s online and what are they doing? Who is online? 73% of all adults (18+) 35% of all adults (65+) Source: Pew Internet & American Life – May 2008 Pew Internet and American Life Project. 08/06/08 89% of buyers research online first before buying. $500 Billion in offline sales have been influenced by online research. Source: Forrester research ROBO = “research online, buy offline.” Minneapolis SEO / PPC 2/12/2009
  • 55. Surprise! Google is most popular 12 Billion US Searches in July 2008. •9.9 Billion on Google Source: comscore Minneapolis SEO / PPC 2/12/2009
  • 56. Basic Screen Shot Minneapolis SEO / PPC 2/12/2009
  • 57. PPC is more than Search Engines babyhold.com • Facebook PPC babyparenting.about.com • “content networks” can place babysitterexchange.com image ads or banners – via search backtoschool.about.com engines but based upon website brandnewdad.com context busymom.net childcare.about.com childfun.com childparenting.about.com daycarematch.com deals.families.com everythingpreschool.com families.com familiesonlinemagazine. com familycrafts.about.com familyinternet.about.com Minneapolis SEO / PPC 2/12/2009 fathermag.com
  • 58. PPC vs. SEO Studies show a 16% rise in brand favorability if BOTH are on first page Minneapolis SEO / PPC 2/12/2009
  • 59. What are all those acronyms?  SEO: Search engine optimization. Manipulating your website and other websites linking to it, in order to get high natural rankings  PPC: Pay-per-click advertising. Ads (generally text ads) that are based on a performance model. You only pay the advertiser when someone clicks on your ad.  SEM: Search Engine Marketing – combined tactics of 1. SEO & PPC on search engines. 2. PPC. (Most agencies and larger companies seem to refer to PPC as SEM. Minneapolis SEO / PPC 2/12/2009
  • 60. How do you optimize a site? (SEO)  Technical  Content  Links Describing these via text language is What other factors? still always the Reviews  basis of the “clues” that lead people in  Maps  Mobile pages  Videos / Images Minneapolis SEO / PPC 2/12/2009
  • 61. What does a search engine see?  Go to http://www.seo-browser.com/ To see how search engines see your site. Text, meta titles and descriptions, links with keywords in the anchor text, and an elevator statement are all vital. All-flash or graphic sites are invisable to search engines. Even flash and graphics, though indexed, have to be categorized, so you have to include descriptors of what that is, i.e. “photo of black horses running.” Minneapolis SEO / PPC 2/12/2009
  • 62. Keyword Research is Vital Average Monthly Search Volume Keywords fat farm 9,900 fat farms 8,100 40,500 fat camp 14,800 weight loss spa weight loss resort 1,000 N/A residential weight loss facility fat camps for adults 210 Minneapolis SEO / PPC 2/12/2009
  • 63. Sometimes the lexicon has to change Monthly Search Keywords Volume surv 6,600 recreational trailer 2,900 toy hauler 135,000 Minneapolis SEO / PPC 2/12/2009
  • 64. Be careful what you say in site content… That’s too high! Unless your business model is to give away DVD’s, you’re getting scammed Contact or DVD Request Keyword Visits Leads free dvd request form 72 67% 48 Not our client, but an example of what comes up high for “free DVD” Minneapolis SEO / PPC 2/12/2009
  • 65. If I were starting a website…  How are you going to make money from it?  Are you answering the main questions people have Is it right for me?  Can I afford it?  Can I do it?  How will it make my life better?   Do I need people to come to my website in order to be successful? Or will other vehicles work? Phone? Destination?  Sales via other channels – amazon, best buy, target, patina? Minneapolis SEO / PPC 2/12/2009
  • 66. Design Considerations  Enough pages  Friendly urls: www.yoursite.com/basketball/sparkly-backboards. Text as a part of every page  Page has to load quickly  Clear navigation – site maps  Unique content  No spider traps.  Minneapolis SEO / PPC 2/12/2009
  • 67. Jobs in search engine marketing No one really teaches this   Excel!  Sure, I love multivariate page testing  I’m fascinated how the click-through rate changed by .02% when I added capitalization to that. Curious nature   Online stalking  Lots of alone time  Brilliant ideas about how to build links  Articles  Crazy PR schemes.  Wildly viral Minneapolis SEO / PPC 2/12/2009
  • 68. Assignment #1 - reminder “Rethink your current portfolio and put it entirely online.” DUE: Monday, February 23 + Be “Always in beta” + Use at least two of any tool/system you want (flickr, YouTube, Extendr, Tumblr, etc.) + Include name, title, bio, contact info, tags, descriptions, links. (Spell check!) + Customize as you see fit + Have a friend click through it for you
  • 69. Monday, February 23: “Building blocks: Websites” 1. Assignment #1 due—present in class 2. Guest speaker: TJ Shaffer, Popular Front 3. Guest speaker: Jamey Erickson, Sevnthsin usefullunacy.typepad.com tim_brunelle@mcad.edu
  • 70. Thank you. Creative Commons Attribution & Non-Commercial License