Web Marketing Week3


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  • Building brand awareness? Super blow commercial Encouraging users contacting you? (e.g. car, need salesperson. “Call me” button?) Encouraging users to go to your store? (e.g. location-based marketing/ads) Encouraging users purchasing online? (trial download >> keyword marketing)
  • Otherwise “Free iPad” will flood the SERP and people don't trust AdWords
  • Otherwise “Free iPad” will flood the SERP and people don't trust AdWords
  • It doesn't make much sense to have two books in the same title, or sub-title
  • Even though we can't do much to external links
  • Web Marketing Week3

    1. 1. Internet Marketing Practices Week 3: Acquiring Visitors, Part II Alan Chen, 2011
    2. 2. Types of Internet Marketing <ul><li>Traditional Internet Marketing </li><ul><li>Display (and Interactive) advertising
    3. 3. E-mail marketing
    4. 4. Social media optimization </li></ul><li>Affiliate Marketing </li><ul><li>Cost per action or Revenue sharing </li></ul><li>Search Engine Marketing </li><ul><li>Search engine optimization
    5. 5. Pay per click advertising </li></ul><li>And so on... </li></ul>http://en.wikipedia.org/wiki/Internet_marketing
    6. 6. What's the most effective way?
    7. 7. It depends on your goal <ul><li>Building brand awareness?
    8. 8. Encouraging users to go to your store?
    9. 9. Encouraging users to make inquiry?
    10. 10. Encouraging users purchasing online? </li></ul>
    11. 12. <ul><li>The best allocation for increasing Download </li></ul>AdWords PPD Banner Ads
    12. 13. How Google AdWords Works? Reallusion Google Visitors The more relevant the keywords, the lower the price Create ADs Determine Keywords Detemine Price Order by Price & Relevance Pay by Clicks (PPC)
    13. 14. AdWords Plan Campaign & daily budget Ad Groups & Keywords Ads, message, and landing page
    14. 15. AdWords Optimization CTR CTR & Conversion 3.5% 2.5% 2.8% 1.2% 5.1% 3.8%
    15. 16. Then We Know the Effective Keywords and Messages Many users are looking for solutions to... This approach meets their needs!
    16. 17. Next, optimizing the Bidding <ul><li>Determine your Value per Click
    17. 18. Set your initial bid lower than your Value per Click
    18. 19. Adjust your bid to generate more profit </li></ul>
    19. 20. What's the value of each product download? 1Q2011 IC CT CTA WC Download attempt Download complete Copy sold Price (Pro version) Value/download attempt Value/download complete
    20. 21. Price Impression Clicks Downloaded Cost Revenue Profit @0.3 40,000 600 120 180 600 $420 @0.5 40,000 1,200 240 600 1,200 $600 @0.8 40,000 1,800 360 1,440 1,800 $360 行銷的目標不是減少成本,而是增加顧客,並將利潤最大化 - 不可不知的矽谷網路行銷學 Assume per download worth $5
    21. 22. That's the idea of A/B Testing and Optimization
    22. 23. <ul><li>Over ?% visitors have only one page view </li></ul><ul><li>Over ?% visitors leave home without going to next page </li></ul>If we can make 3% difference, that would equal to ? visits
    23. 24. More A/B Testing Method <ul><li>Google Website Optimizer enables layout, or page level A/B testing
    24. 25. http://www.google.com/websiteoptimizer/ </li></ul>
    25. 27. A/B testing in Keyword selection <ul><li>If you have a jewelry store... </li><ul><li>Maybe you want to optimize for &quot; 珠寶 &quot;
    26. 28. But your customers may for 鑽石 , 白金 , 戒指 </li></ul><li>If you are selling second-hand cars, what do you want to optimize for? </li></ul>
    27. 29. <ul>Luckily, Search Engines getting smarter </ul><ul>Search Dr. Manhattan <li>Dr. = doctor
    28. 30. (edit, editing, editor...)
    29. 31. Wikipedia ranks best </li></ul>
    30. 32. <ul><li>You may find some words that have more search and less competitive via tools </li></ul>
    31. 33. How good, or bad, we are doing now?
    32. 34. We got better traffic at lower cost
    33. 35. We also got good ranking via SEO Animation software: #2 2d animation software: #10 3d animation software: #5 2d character animation: #3 3d character animation: #4 2d cartoon maker: #6 Realtime filmmaking: #1 2d cartoon software: #7
    34. 36. We got good ranking via good content <ul><li>Face animation: #1
    35. 37. Animation creator: #2
    36. 38. Animation movie software: #1 </li></ul>
    37. 39. <ul><li>Search Engines steadily bring high quality traffic </li></ul>
    38. 40. <ul><li>But even the best ranked keywords are hard to bring more than 1,000 visits/month </li></ul>
    39. 41. <ul><li>There is no “super star” in Search Engine Marketing </li></ul>
    40. 42. Surprising Results
    41. 43. What can We Do to Improve it? * Get More Keywords in Better Positions * Increase Click and Conversion Rate Make it a habit
    42. 44. Reduce Duplicate Title/Description
    43. 45. <ul><li>We've talked about meta description last week
    44. 46. If you don't have a description, they will create one for you, no matter you like it or not... </li></ul>
    45. 47. Take Advantage of Internal Links
    46. 48. Be Careful with File Name <ul><li>We can read “SearchEngineMarketing”, but search engines see it as one word
    47. 49. They may still index it, but not as high as separate words </li><ul><li>Search “search engine marketing” </li><ul><li>Search-engine-marketing.html >=
    48. 50. Search_engine_marketing.html >=
    49. 51. Searchenginemarketing.html </li></ul></ul></ul>Matt Cutts provided SEO advice in a 2010 Google I/O conference (2010/6): http://www.youtube.com/watch?v=7Hk5uVv8JpM
    50. 52. Small Things can Make a Big Difference Title + body exact match >= Title + body match >= Title + body partial match <ul>it might be different if we call it crazytalk_features_script.asp </ul>
    51. 53. Use Consistent URL <ul><li>Though they may direct users to the same page, but different to search engines </li><ul><li>/crazytalk
    52. 54. /crazytalk/default.asp </li></ul></ul>
    53. 55. <ul><li>Can't we just create a re-direct page? </li><ul><li>Http://www.reallusion.com/support.asp </li></ul><li>Yes, we can, but... </li><ul><li>An redundant page is created
    54. 56. Re-direct page does not weight as high as direct
    55. 57. GA tracking may broken </li></ul><li>Same rule applies to event pages. Long URL can: </li><ul><li>Avoid page redirect
    56. 58. More informative to search engine, e.g. </li><ul><li>how-to-make-3d-video.html
    57. 59. /event/ 11- 3d-stereo/ </li></ul><li>(unless it requires users to manually input) </li></ul></ul>
    58. 60. <ul><li>Remember, search engine has limited capability in following Flash, Javascript; they may even get lost in tables! </li><ul><li>Repeat keywords in plain text
    59. 61. Provide links & meaningful anchor text in web pages
    60. 62. Highlight important keywords with standard tags
    61. 63. CSS and HTML 5 can be the better alternative </li></ul></ul>We will move on to Conversion in 2 weeks
    62. 64. Feedback last week
    63. 65. <ul><li>Can content store content contribute SEO weighting to Reallusion? </li><ul><li>Yes, each page is a book; Reallusion is the publisher </li></ul><li>Why www.reallusion.com doesn't provide search? </li><ul><li>The nature and file structure of site
    64. 66. The technology and consistency with the site </li><ul><li>e.g. 404 not found </li></ul></ul></ul>
    65. 67. <ul><li>According to Google document, we should have..., we should avoid..., have we done that? </li><ul><li>That's why we need everyone know the rule and make it a habit
    66. 68. We can focus on optimizing major pages, but ranking #3 or #30 of all the other pages make bigger differences </li></ul></ul>
    67. 69. Importance of SEO <ul><li>If SEO is so important, we should let everybody, including designers, marketing staff, programmers, and webmasters know the importance, and how to achieve best result
    68. 70. Maybe SOP is required </li></ul>http://www.sdhinteractive.com/blog/2011/04/top-google-result-gets-36-4-of-clicks-study/
    69. 71. <ul>SEO vs. Adwords (search: 3d animation) </ul><ul>Organic: to home, 3ds </ul><ul>Adwords: to landing </ul>
    70. 72. What We Can Do? <ul><li>Increase external links to Reallusion </li><ul><li>From reliable sites
    71. 73. Meaningful anchor text </li></ul><li>When creating a web page (in turns of ROI): </li><ul><li>*** Meaningful title
    72. 74. *** Meaningful description (CTR)
    73. 75. ** Proper folder/file name
    74. 76. ** Use H1, H2, etc. to emphasize, especially repeating image titles
    75. 77. * Image file name and alt info (image search) </li></ul><li>Marketing/CPM need to let designer know the keywords to use </li></ul>
    76. 78. What will we do next time? <ul><li>Week 4: Converting visitors to customers
    77. 79. Exercise: What kinds of A/B testing you think will be useful to Reallusion, why? </li></ul>
    78. 80. That's all for today, any question?
    79. 81. More material if you are interested in AdWords... <ul><li>AdWords Online Classroom </li><ul><li>http://www.google.com/adwords/onlineclassroom/ </li></ul><li>不可不知的矽谷網路行銷學 (Book) </li><ul><li>http://www.books.com.tw/exep/prod/booksfile.php?item=0010481554 </li></ul></ul>