This document provides information about various digital marketing strategies, including online advertising, mobile marketing, pay-per-click (PPC) advertising, and search engine marketing (SEM). It defines each strategy and provides examples and tips. For online advertising, it discusses the pros and cons. For mobile marketing, it focuses on SMS/MMS marketing and mobile web marketing. PPC advertising is explained as paying for each ad clicked. SEM involves promoting websites to increase search engine rankings through optimization and paid placements.

1. Online Advertising
Mobile Marketing
PPC Advertising
Search Engine Marketing
A. S. M. SHAMZIDUL ISLAM
SHAMZID@GMAIL.COM
01713239922
Online Advertising

2. Online Advertising
 Online advertising, also known as online advertisement, internet marketing, online marketing or e-
marketing, is the marketing and promotion of products or services over the Internet.
 One major benefit of online advertising is the immediate publishing of information and content that
is not limited by geography or time. To that end, the emerging area of interactive advertising
presents fresh challenges for advertisers who have hitherto adopted an interruptive strategy.
 Another benefit is the efficiency of the advertiser's investment. Online advertising allows for the
customization of advertisements, including content and posted websites. For example, AdWords,
Yahoo! Search Marketing and Google AdSense enable ads to be shown on relevant web pages or
alongside search results.
 Examples of online advertising include contextual ads on search engine results pages, banner ads,
blogs, rich media ads, social network advertising, interstitial ads, online classified advertising,
advertising networks, dynamic banner ads, cross-platform ads and e-mail marketing, including e-
mail spam. Many of these types of ads are delivered by an ad server.
The pros and cons of Online Advertising
 Pros:
 Low Cost
 Determining The Right Target Audience
 Relatively Trouble-free
 Update Ads
 Cons:
 Privacy
 Malware
 Limitations

3. Online Advertising Example
 http://www.wordstream.com/online-ads
Mobile Marketing

4. Mobile Marketing
 Mobile marketing is marketing on or with a mobile device, such as a cell phone. Mobile
marketing can also be defined as “the use of the mobile medium as a means of marketing
communication”, the “distribution of any kind of promotional or advertising messages to
customer through wireless networks”. More specific definition is the following: “using
interactive wireless media to provide customers with time and location sensitive,
personalized information that promotes goods, services and ideas, thereby generating
value for all stakeholders".
 Mobile marketing is commonly known as wireless marketing, although viewing advertising on
a computer connected to a home local area network is not considered to be mobile
marketing.
SMS & MMS Marketing
 Marketing through cellphones' SMS (Short Message Service) became increasingly
popular in the early 2000s in Europe and some parts of Asia when businesses started to
collect mobile phone numbers and send off wanted (or unwanted) content. On
average, SMS messages are read within four minutes, making them highly convertible.
 MMS mobile marketing can contain a timed slideshow of images, text, audio and video.
This mobile content is delivered via MMS (Multimedia Message Service). Nearly all new
phones produced with a color screen are capable of sending and receiving standard
MMS message. Brands are able to both send (mobile terminated) and receive (mobile
originated) rich content through MMS A2P (application-to-person) mobile networks to
mobile subscribers. In some networks, brands are also able to sponsor messages that are
sent P2P (person-to-person).

5. Mobile web marketing
 Advertising on web pages specifically meant for access by mobile devices is also an
option. The Mobile Marketing Association provides a set of guidelines and standards that
give the recommended format of ads, presentation, and metrics used in reporting.
Google, Yahoo, and other major mobile content providers have been selling advertising
placement on their properties for years already as of the time of this writing.
 Advertising networks focused on mobile properties, SMS reseller and advertisers are also
available. Additionally, web forms on web pages can be used to integrate with mobile
texting sources for reminders about meetings, seminars and other important events that
assume users are not always at their computers.
Why the mobile & mobile web
There has been a recent advent of several modern gadgets and smartphones like iPads, iPhones etc. and the demand for
mobile based websites like iPhone web design etc. is growing…
Let’s have a quick glance at some of the recent findings and why we need a mobile friendly site:
 There are approximately over 700 million mobile users who surf the internet using their mobile phones.
 Mobile web surfing is increasing exponentially, and marketers now have to start focusing on their mobile web presence to
build their brand image and brand preference amongst the prospects.
 According to another research, it has been observed that with the help of mobile phone web, now the customers like to
research about a particular product before purchasing it.
 With the m-commerce (mobile commerce) on the rise, the in-store retailers are now expected to offer price comparisons
to their customers on their handsets only.
 Also, the m-commerce customers can receive product reviews on their mobile devices.
 These mobile customers can also get discounts and promotions based on their purchases in the past.
 It is also noticed that banner ads on mobile phones are able to produce highest click-through rates and fairly good ad
recall.
 Mobile display ads have more impact on the prospects than using other communication mediums like mobile videos and
SMS.

6. PPC Advertising
PPC Advertising
 Pay-per-click advertising is a method of advertising in which advertisers pay for each ad clicked,
usually via an advertising platform such as Google AdWords. Pay per click advertisers bid on specific
keywords in order to have their ads appear.
 Pay-per-click advertising can only succeed if you’re bidding on the right keywords. PPC advertising
can be extremely profitable if done correctly, but in order to succeed, you need to know which
keywords will bring you the best results.
 Pay per click (PPC) (also called cost per click) is an Internet advertising model used to direct traffic
to websites, where advertisers pay the publisher (typically a website owner) when the ad is clicked.
With search engines, advertisers typically bid on keyword phrases relevant to their target market.
 Websites that utilize PPC ads will display an advertisement when a keyword query matches an
advertiser's keyword list, or when a content site displays relevant content. Such advertisements are
called sponsored links or sponsored ads, and appear adjacent to, above, or beneath organic
results on search engine results pages, or anywhere a web developer chooses on a content site.

7. Determining cost per click
There are two primary models for determining cost per click: flat-rate and bid-based. In both
cases the advertiser must consider the potential value of a click from a given source. This value is
based on the type of individual the advertiser is expecting to receive as a visitor to his or her
website, and what the advertiser can gain from that visit, usually revenue, both in the short term
as well as in the long term. As with other forms of advertising targeting is key, and factors that
often play into PPC campaigns include the target's interest (often defined by a search term they
have entered into a search engine, or the content of a page that they are browsing), intent (e.g.,
to purchase or not), location (for geo targeting), and the day and time that they are browsing.
 Flat-rate PPC
 Bid-based PPC
Determining cost per click

8. Flat-rate PPC
 In the flat-rate model, the advertiser and publisher agree upon a fixed amount that will be
paid for each click. In many cases the publisher has a rate card that lists the cost per click
(CPC) within different areas of their website or network. These various amounts are often
related to the content on pages, with content that generally attracts more valuable visitors
having a higher CPC than content that attracts less valuable visitors. However, in many cases
advertisers can negotiate lower rates, especially when committing to a long-term or high-
value contract.
 The flat-rate model is particularly common to comparison shopping engines, which typically
publish rate cards. However, these rates are sometimes minimal, and advertisers can pay more
for greater visibility. These sites are usually neatly compartmentalized into product or service
categories, allowing a high degree of targeting by advertisers. In many cases, the entire core
content of these sites is paid ads.
Bid-based PPC
 The advertiser signs a contract that allows them to compete against other advertisers in a private auction hosted by a publisher or,
more commonly, an advertising network. Each advertiser informs the host of the maximum amount that he or she is willing to pay
for a given ad spot (often based on a keyword), usually using online tools to do so. The auction plays out in an automated fashion
every time a visitor triggers the ad spot.
 When the ad spot is part of a search engine results page (SERP), the automated auction takes place whenever a search for the
keyword that is being bid upon occurs. All bids for the keyword that target the searcher's geo-location, the day and time of the
search, etc. are then compared and the winner determined. In situations where there are multiple ad spots, a common
occurrence on SERPs, there can be multiple winners whose positions on the page are influenced by the amount each has bid. The
ad with the highest bid generally shows up first, though additional factors such as ad quality and relevance can sometimes come
into play.
 Advertisers bid against each other for a specific keyword and in order to win the keyword their company’s ad has to meet several
requirements. By choosing the correct keywords, advertisers can see an increase in visits to their website and in revenue.
 However, the host websites takes into account how relevant the keyword is. First, the host will look at the demand of the keyword. Is
this keyword extremely popular with the other advertisers? The answer to this question will determine who gets the keyword or
phrase.
 Second, the host will determine the relevance of the company’s website to the keyword or phrase. You will want to link the specific
page on your website that deals with the keyword. This will help you secure the bid.
 Finally, the host will determine if your advertisement is relevant to the keyword and if it flatters the phrase. It should not only be
appropriate to the keyword, but it needs to reinforce the meaning. Both your website and the advertisement piece need to be
relevant to the keyword in order to be selected by the host website. Do not just throw something together instead take time to think
about what your future clients would be searching for and why they would click on your advertisement.

9. How to start your PPC campaign
 The best thing to do is to run a few PPC accounts and run your campaigns for a set period of
time and compare results. The standard setup procedure involves:
• create account & deposit funds
• receive confirmation that your account has been activated
• choose your keywords & text
• watch your traffic to evaluate your choice of text & words
• adjust your bids/ budget accordingly
 Go to Google Adwords
 Start on the AdWords home page and then click the button labeled, "Click to Begin”.
Search Engine Marketing

10. Search Engine Marketing
 Search engine marketing (SEM) is a form of internet marketing that involves the promotion of
websites by increasing their visibility in search engine results pages (SERPs) through optimization
(both on-page and off-page) as well as through advertising (paid placements, contextual
advertising, and paid inclusions). Depending on the context, SEM can be an umbrella term for
various means of marketing a website including search engine optimization (SEO), which
adjusts or rewrites website content to achieve a higher ranking in search engine results pages,
or it may contrast with pay per click (PPC), focusing on only paid components.
 Organic Listings
 Sponsored Listings
Search Engine Marketing
 Search engine optimization (SEO) is the process of affecting the visibility of a website or a web
page in a search engine's "natural" or un-paid ("organic") search results. In general, the earlier
(or higher ranked on the search results page), and more frequently a site appears in the
search results list, the more visitors it will receive from the search engine's users. SEO may target
different kinds of search, including image search, local search, video search, academic
search, news search and industry-specific vertical search engines.
 On page
 Off page

11. On Page SEO
 Write a Keyword-Rich Page Title
 Write a Description META Tag
 Include Your Keywords in Headers (H1, H2, H3)
 Position Your Keywords in the First Paragraph of Your Body Text.
 Include Descriptive Keywords in the ALT Attribute of Image Tags
 Use Keywords in Hyperlinks.
 Make Your Navigation System Search Engine Friendly.
 Create a Site Map
 Develop Webpages Focused on Each Your Target Keywords.
 Fine-tune with Careful Search Engine Optimization.
Off Page SEO