This document summarizes key points from an online marketing lecture that covered Pay-Per-Click (PPC) advertising, social media, and the ELM model. It discusses how PPC advertising works, including creating ads, selecting keywords, bidding, and optimizing campaigns. Social media strategies like engaging consumers, using rich content like video and photos, and labeling marketing messages are covered. The ELM model and using it for persuasion on Pinterest is briefly mentioned. Students are assigned to read about measuring Twitter and selecting Twitter applications for the next class.

1. Online Marketing and
Conceptual Thinking
Lecture 5 – PayPerClick, SOME, ELM Model

2. Press stories last week?

3. Fairphone

4. Fairphone

10. Concept Development
Soup2Go?
Trends:
Pure, healthy, quick
Target group: YUP
Annoyance:
Whenever I go to a restaurant,
I never get enough vegetables!
Two concepts:
•Soup to Go
•Soup to Tapas

11. Marketingmix

12. Name is still
available!

13. Short intro
Research new media use in 2014

14. What to do today?
- Pay Per Click
- Social Media
- ELM Model (!)
- Rich Content

15. Pay Per Click (ch. 7)
Let’s get serious

16. Pay Per Click (ch. 7)
With PPC advertising, the advertiser does the following:
• Creates the content fora n advertisement (listening report!)
• Selects the keywords for which the advertisement should appear
Dia 30!
• Chooses the maximum amount they’re willing to pay for a click on the advertisement

17. Search engine algorithm
• Checks the advertisement for compliance to editorial guidelines
• Displays the advertisment for relevant search queries
• Determines the rank, or position, of the advertisement based on the advertiser’s
maximum bid and the relevance of the advertisment
Advertisers can choose to have their advertisements displayed on:
• Only the search network
• The content network (case study politics)

18. Match types for certain keywords

19. Geo targetting
• Being able to target your campaigns and knowing that the traffic you’re getting is
relevant to your product
•The long tail. The sum of the low-volume searches matches the high-volume searches

20. Planning and setting up a campaign:
Step 1: Conduct a full online and an offline analysis of the business,
customer demographics, the industry, and competitors
Step 2: Define your goals
Step 3: Determine your budget, cost per action, and targets
Step 4: Research key words
Step 5: Write the advertisements
Step 6: Place your bids
Step 7: Measure, analyze, test, optimize

21. Discussion
What is the difference between the display URL and the landing page URL - and what
is the function of each?
Using some of the free keyword tools listed above, develop a samle list of keywords
for a client of your choice.

22. SocialMedia
Engagement, Rich Content, and use of ELM Model!

23. SocialMedia (ch. 8)
Engagement!
Marketers can engage in the conversation and can lead it but cannot control
it
Supply content creators with the tools and resources they need so that they
can easily talk about your product
To reach out to content consumers, go where your consumers are
Label marketing messages as marketing messages, with a disclaimer added
if necessary
Make it as easy for content sharers to share by using chicklets and unique
and easy to read URLs

24. Example KLM

25. Use Rich Content
Video and Photo’s
Use Stockphoto’s
http://www.morguefile.com
Video:
Vine
Instagram Video

26. ELM Model

29. Pinterest case ‘persuasion’

30. Enough information
Let’s start with the literature reports!

31. Assignment next week
Twitter Measurement

32. For next week:
 Read ch. 15
 Find your favourite Twitter application via https://blog.bufferapp.com/free-twitter-tools?
utm_content=bufferd9f6d&utm_medium=social&utm_source=twitter.com&ut
m_campaign=buffer
Mail me your 1st, 2nd, 3rd list
thesis and Internship instructor