Intro to Paid Online Marketing

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Intro to Paid Online Marketing

  1. 1. Introduction to Online Marketing<br />VaibhavArya<br />Amit Klein<br />November ’09<br />
  2. 2. Who are we?<br />
  3. 3. Vaibhav & Amit<br />vaibhav@arya.net.in<br />ak@amitklein.com<br />
  4. 4. Goals<br />At the end of today you should be able to: <br /><ul><li>identify your marketing objectives
  5. 5. determine which methods/tools are best to achieve them
  6. 6. measure your results / calculate ROI
  7. 7. and optimize your campaigns</li></li></ul><li>Agenda<br /><ul><li>Marketing Goals
  8. 8. Pricing & Terminology
  9. 9. Methods of Online Advertising
  10. 10. Measurement & Analytics
  11. 11. Budget Allocation
  12. 12. Insights
  13. 13. Q&A</li></li></ul><li>Introduction<br />
  14. 14. Case Study – iTunes India<br />You are the marketing manager responsible for launching the iTunes store in India<br />- What are your objectives?<br />- How can you go about achieving those objectives?<br />
  15. 15. Objectives - Branding<br />
  16. 16. Objectives - Branding<br />
  17. 17. Objectives - Performance<br />
  18. 18. Objectives - Performance<br />
  19. 19. Marketing Funnel<br />http://adamhcohen.com/wp-content/uploads/New-Marketing-Funnel1-300x294.jpg<br />
  20. 20. Terminology & Pricing<br />
  21. 21. Terminology<br /><ul><li>Impression – A single appearance of an advertisement on a web page.
  22. 22. CTR – Click Through Rate - The number of people who clicked your ad divided by the number of people who viewed it.
  23. 23. Goal – An action performed on your site (download, checkout, registration, etc…)
  24. 24. Conversion Rate – The number of people who completed a goal divided by the total number of visitors to your site</li></li></ul><li>Pricing Models<br />Fixed Cost / Fixed Duration <br />CPM - Cost per 1000 Impressions<br />CPC - Cost per Click<br />CPA - Cost per Action - The advertiser pays a fixed <br />amount for each specified action linked to the ad. Action <br />could be a form submission, a sale (CPS) a lead (CPL) etc.<br />Publisher Friendly<br />Advertiser Friendly<br />
  25. 25. Methods of Advertising Online<br />
  26. 26. List of Methods & Tools<br /><ul><li>Search Ads - Google, Yahoo, MSN
  27. 27. Display Ads – DoubleClick, Right Media Exchange
  28. 28. Social Ads – FB, Orkut, LinkedIn
  29. 29. Email Marketing – Blue Sky Factory, EmailBrain
  30. 30. Affiliate – Amazon, Commission Junction</li></li></ul><li>Search Ads<br /><ul><li>Goals: Consideration / Conversion
  31. 31. Control: Keyword, geography, demographic, time, budget
  32. 32. Measure: Impressions, clicks, cost, revenue
  33. 33. Limitations: Placement, competition/expensive, obscured</li></li></ul><li>Search – Google Adwords<br /><ul><li>Targeting based on keyword, geography, demographic, time.
  34. 34. Search vs. Content network
  35. 35. Position of ads depend on location, bid, relevance (quality score)</li></li></ul><li>Search - Keywords<br /><ul><li>Identifying - https://adwords.google.com/select/KeywordToolExternal
  36. 36. Estimating - https://adwords.google.com/select/TrafficEstimatorSandbox
  37. 37. Bidding (Auto vs. Manual)
  38. 38. Pricing (US vs. India) </li></li></ul><li>Display Advertising<br />Might not need to pay for traffic you are getting based on search: <br />
  39. 39. Display Advertising<br />
  40. 40. All Shapes and Sizes<br />
  41. 41. Display Advertising<br /><ul><li>What do you think are the goals?
  42. 42. Awareness
  43. 43. Brand Positioning
  44. 44. Can also be used for conversion</li></li></ul><li>Display Advertising<br /><ul><li>Brand is Important
  45. 45. Prime Inventory
  46. 46. RemnantInventory
  47. 47. Ad Networks
  48. 48. Ad Exchanges</li></li></ul><li>Display Advertising<br /><ul><li>Networks aggregate Publishers and Advertisers
  49. 49. Exchanges aggregate Networks</li></li></ul><li>Display Advertising<br />What can you control?<br /><ul><li>Sources - Where the ad is shown
  50. 50. Demography - Who do you show it to
  51. 51. Behavior / Intent - What are the persons interests? What else has he seen? What has he been searching for?</li></li></ul><li>Display Advertising<br /><ul><li>What can you measure?
  52. 52. Total number of visitors who see the ad
  53. 53. Total number that click through
  54. 54. More importantly, cost per person who sees the ad
  55. 55. Cost per impression is a proxy
  56. 56. Doesn’t compensate for frequency (one person may see the ad multiple times)</li></li></ul><li>Some Sample Banner Ad Data<br />
  57. 57. Some Sample Banner Ad Data<br />
  58. 58. Email Marketing – EmailBrain<br /><ul><li>Goals: Conversion / Loyalty
  59. 59. Control: Segmentation, frequency, message / look & feel
  60. 60. Measure: Opens, clicks, unsubscribe, forwards
  61. 61. Limitations: Reach </li></li></ul><li>Email Marketing – EmailBrain<br />
  62. 62. Social Ads<br /><ul><li>Goals: Awareness / Consideration
  63. 63. Control: Demographic, message, budget
  64. 64. Measure: Impressions, clicks, cost, revenue
  65. 65. Limitations: Low click through rate, people don’t go to social networks to buy </li></li></ul><li>Social Ads - Facebook<br />
  66. 66. Affiliate Marketing<br />
  67. 67. Affiliate: Outsourced Sales Force<br />
  68. 68. Affiliate Marketing<br /><ul><li>Networks
  69. 69. TradeDoubler
  70. 70. CommisionJunction</li></li></ul><li>Affiliate Marketing<br /><ul><li>Goals - Conversion / Sales
  71. 71. Control - Can you think of any?
  72. 72. Measures
  73. 73. Impressions
  74. 74. Clicks
  75. 75. Conversions
  76. 76. Limitation
  77. 77. Loss of control over affiliate choice
  78. 78. Brand conflict positioning
  79. 79. Gaming the system
  80. 80. Expensive to setup</li></li></ul><li>Goal Measurement<br />
  81. 81. Goals - Awareness<br />
  82. 82. Goals - Consideration <br />Leads received:<br /><ul><li>Creating an iTunes account
  83. 83. Playing snippits of a song / video
  84. 84. Browsing the iTunes store</li></li></ul><li>Goals - Conversion <br />
  85. 85. Goals - Conversion <br />
  86. 86. Goals - Loyalty<br />
  87. 87. Goals - Loyalty <br />Destroy Competition:<br />
  88. 88. Budget Allocation<br />
  89. 89. Example #1 – Ad effectiveness<br />
  90. 90. Example #1 – Ad effectiveness<br />
  91. 91. Example #1 – Ad effectiveness<br />
  92. 92. Example #1 – Ad effectiveness<br />
  93. 93. Example #1 – Ad effectiveness<br />
  94. 94. Example #2 – Keyword Effectiveness<br />
  95. 95. Example #3 – Source Effectiveness<br />
  96. 96. Insights<br />
  97. 97. Insight #1 <br />We should be investing more in high performing states like Wyoming, Alaska, DC and Colorado:<br />
  98. 98. Insight #2 <br />Non-paid search traffic provides higher quality of visitors then paid. Invest in SEO.<br />
  99. 99. Insight #3 <br />Might not need to pay for traffic you are getting based on search: <br />
  100. 100. Conclusion<br />
  101. 101. Conclusion<br />When planning a marketing campaign:<br /><ul><li>Define criteria and how you will measure success
  102. 102. Get historical data
  103. 103. If not possible: execute small tests
  104. 104. Iterate and optimize constantly
  105. 105. Use analytics data to develop insights</li></li></ul><li>Thank You! Questions?<br />

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