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Intro to Paid Online Marketing
- 1. Introduction to Online Marketing VaibhavArya Amit Klein November ’09
- 2. Who are we?
- 3. Vaibhav & Amit vaibhav@arya.net.in ak@amitklein.com
- 5. determine which methods/tools are best to achieve them
- 6. measure your results / calculate ROI
- 9. Methods of Online Advertising
- 12. Insights
- 14. Case Study – iTunes India You are the marketing manager responsible for launching the iTunes store in India - What are your objectives? - How can you go about achieving those objectives?
- 22. CTR – Click Through Rate - The number of people who clicked your ad divided by the number of people who viewed it.
- 23. Goal – An action performed on your site (download, checkout, registration, etc…)
- 25. Methods of Advertising Online
- 27. Display Ads – DoubleClick, Right Media Exchange
- 28. Social Ads – FB, Orkut, LinkedIn
- 29. Email Marketing – Blue Sky Factory, EmailBrain
- 31. Control: Keyword, geography, demographic, time, budget
- 32. Measure: Impressions, clicks, cost, revenue
- 34. Search vs. Content network
- 37. Bidding (Auto vs. Manual)
- 40. All Shapes and Sizes
- 42. Awareness
- 45. Prime Inventory
- 46. RemnantInventory
- 47. Ad Networks
- 50. Demography - Who do you show it to
- 52. Total number of visitors who see the ad
- 53. Total number that click through
- 54. More importantly, cost per person who sees the ad
- 55. Cost per impression is a proxy
- 57. Some Sample Banner Ad Data
- 59. Control: Segmentation, frequency, message / look & feel
- 60. Measure: Opens, clicks, unsubscribe, forwards
- 63. Control: Demographic, message, budget
- 64. Measure: Impressions, clicks, cost, revenue
- 67. Affiliate: Outsourced Sales Force
- 69. TradeDoubler
- 71. Control - Can you think of any?
- 72. Measures
- 73. Impressions
- 74. Clicks
- 75. Conversions
- 76. Limitation
- 77. Loss of control over affiliate choice
- 83. Playing snippits of a song / video
- 86. Goals - Loyalty
- 87. Goals - Loyalty Destroy Competition:
- 89. Example #1 – Ad effectiveness
- 90. Example #1 – Ad effectiveness
- 91. Example #1 – Ad effectiveness
- 92. Example #1 – Ad effectiveness
- 93. Example #1 – Ad effectiveness
- 94. Example #2 – Keyword Effectiveness
- 95. Example #3 – Source Effectiveness
- 96. Insights
- 97. Insight #1 We should be investing more in high performing states like Wyoming, Alaska, DC and Colorado:
- 98. Insight #2 Non-paid search traffic provides higher quality of visitors then paid. Invest in SEO.
- 99. Insight #3 Might not need to pay for traffic you are getting based on search:
- 100. Conclusion
- 102. Get historical data
- 103. If not possible: execute small tests
- 104. Iterate and optimize constantly
Notas do Editor
- Guys is having more fun then everyone else
- Guys is having more fun then everyone else
- Do you have customersDo you have addressable customersDiscussion between offline/online
- Guys is having more fun then everyone else
- Guys is having more fun then everyone else
- Overarching objectives are branding and performance…. Broken down leads to these
- Conversions = Goals by Clicks (clicks translate to visitors)….You want to buy an ad on a website what are your options
- CPM was the norm… now CPC… only recently starting CPA
- Consideration – Music store want to see iTunesPlacement – next to negative stuff about your brandCompetition – expensive, people could be obfuscating, your competitiors could be targeting your brand directlyObscured – sometimes gets lost