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Introduction to digital advertising

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Learn to to increase traffic to your website through a combination of search engine optimization and paid traffic.

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Introduction to digital advertising

  1. 1. Advertisers Seminar<br />Online Marketing<br />Sean Riley, CEO of AD:DYNAMO<br />
  2. 2. Online Marketing 101<br />Search Engine Optimization (SEO)<br />Advertising<br />CPC: Search<br />CPC: Contextual<br />CPM<br />Viral Marketing<br />Direct Messaging<br />Digital Footprint<br />Social Media<br />
  3. 3. Promoting a website<br />Organic Traffic<br />Paid Traffic<br />Direct<br />Sources of Traffic<br />Website<br />Monetization of Traffic<br />
  4. 4. Organic Traffic<br />Search Engine Optimization (SEO)<br />Viral Marketing<br />Digital Footprint: Links + Microsites<br />
  5. 5. Paid Traffic<br />Search Engine Marketing<br />Pay Per Click<br />Display Advertising / Pay Per Impression<br />Affiliate Programmes<br />
  6. 6. Paid Traffic<br />
  7. 7.
  8. 8. Anatomy of a Digital Campaign<br />
  9. 9. Advertising Lifecycle<br />
  10. 10. Campaign Basics<br />Creative Matters<br />Bigger Ads Perform Better<br />Deep Link the ad to the relevant destination<br />Track conversions wherever possible<br />In PPC campaigns, Click Through Rate indicates (a) quality of your creative and (b) accuracy of the ad placement. It does NOT represent any value or lack of value the advertiser: You only Pay Per Click<br />
  11. 11. Don’t…<br />Assign budgets more than a month in advance<br />Forget to track & measure performance<br />Allow the same creative to run for more than a month<br />
  12. 12.
  13. 13. Examples<br />Breasts (note to audience stop me after 10 minutes)<br />Acne<br />Rugby<br />Yellow Pages<br />
  14. 14. Advanced<br />Ad Quality<br />Micro Trends<br />Pre Qualify Traffic<br />A/B Tests<br />Digital Footprint<br />
  15. 15. Ad Quality<br />Since you ideally want variations of all keywords targeted appearing in your ad, if you have more than 10 keywords in an AdGroup, you have too many.<br />The higher the ad quality, the less you will pay per click.<br />
  16. 16. Advanced<br />Ad Quality<br />Micro Trends<br />Pre Qualify Traffic<br />A/B Tests<br />Heatmaps<br />Digital Footprint<br />
  17. 17.
  18. 18. Digital Footprint<br />Micro sites<br />Content<br />Inbound links<br />Social Media<br />Widgets<br />
  19. 19.
  20. 20.
  21. 21.
  22. 22. Cart Whisperer<br />
  23. 23. Social Media<br />
  24. 24.
  25. 25. Social Media Rule #1<br /> Attention Span is a dying commodity. Treat the time of the audience with respect & only communicate when you have something to say.<br />
  26. 26. SEO<br />
  27. 27. SEO: Content<br /><ul><li>You have complete control of your content.</li></ul>Establish targeted keywords & rank them in order of important.<br />Ensure that targeted keywords appear within content.<br />Understand content hierarchy<br />Help search engines know about all your content:<br />Hyperlinks, Site Maps, Google Site Map<br />Search engines do not interact with form<br />Volume + Age<br />
  28. 28. SEO<br />
  29. 29. SEO: Technology<br /><ul><li>Search engines are evolving. This is becoming a small issue.</li></ul>No Frames<br />Use tech to help:<br />Dynamic site map creation<br />Dynamic creation of logical page names<br />Keyword Maps<br />Hosting speed + uptime affects your rankings<br />Ensure you have the ability to manage ALL content through your CMS<br />
  30. 30. SEO<br />
  31. 31. SEO: Competitors<br /><ul><li>You are affected by what others do. </li></ul> If your competition has been around longer, has more content, good SEO techniques, and more inbound links than you, you have your work cut out.<br />
  32. 32. SEO<br />
  33. 33. SEO: Saturation<br /><ul><li>You have complete control of your content.</li></ul>Establish targeted keywords & rank them in order of important.<br />Ensure that targeted keywords appear within content.<br />Understand content hierarchy<br />Help search engines know about all your content:<br />Hyperlinks, Site Maps, Google Site Map<br />Search engines do not interact with form<br />Volume + Age<br />
  34. 34.
  35. 35. Tools<br />https://adwords.google.com/select/KeywordToolExternal<br />
  36. 36. Mobile<br />MXit, AdMob, Buzz City, Mibli<br />AD:DYNAMO<br />Targeted, Demographics, Location<br />
  37. 37. AD:DYNAMO<br /><ul><li> 10 Million ads per day in SA
  38. 38. Complements any other campaign: broadens your reach
  39. 39. Pay Per Click
  40. 40. No budget constraints
  41. 41. Instant, self service
  42. 42. Free creative</li></li></ul><li>
  43. 43.
  44. 44. Thank You<br />

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