6. Goals
At the end of today you should be able to:
- identify your marketing objectives
- determine which methods/tools are best to achieve
them
- measure your results / calculate ROI
- and optimize your campaigns
9. 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?
17. Terminology
• Impression – A single appearance of an advertisement on
a web page.
• CTR – Click Through Rate - The number of people who
clicked your ad divided by the number of people who
viewed it.
• Goal – An action performed on your site (download,
checkout, registration, etc…)
• Conversion Rate – The number of people who completed
a goal divided by the total number of visitors to your site
18. Pricing Models
• Fixed Cost / Fixed Duration
• CPM - Cost per 1000 Impressions
• CPC - Cost per Click
• CPA - Cost per Action - The advertiser pays a fixed
amount for each specified action linked to the ad. Action
could be a form submission, a sale (CPS) a lead (CPL) etc.
23. How does Google know which ads to
display next to search results?
24.
25. Google Adwords Demo
• Targeting based on keyword, geography,
demographic, time.
• Search vs. Content network
• Bidding (Auto vs. Manual)
• Pricing (US vs. India)
32. What should you do with all those
ad clicks?
Landers meet various goals
– Capture a lead
– Simplify the buying process
– Lead directly to the product
advertised
– Ensure trials
Good for sites where people
do not need a greater level
of information before they
sign up. It’s very important
to cater to the specific case
at hand
42. Exchanges and Networks
• Networks aggregate Publishers and Advertisers
• Exchanges aggregate Networks
43.
44. Display Advertising
• Control:
Where the ad is shown
-Sources
Who do you show it to
-Demography
What are the persons
interests? What else has
he seen? What has he
been searching for?
- Behavior / Intent
45. Display Advertising
• Measures:
• Total number of visitors who see the ad
• Total number that click through
• Cost per Unique Visitor:
• Cost per impression is a proxy
• Doesn’t compensate for frequency (one
person may see the ad multiple times)
52. Social Ads
• Goals: Awareness / Consideration
• Control: Demographic, message, budget
• Measure: Impressions, clicks, cost, revenue
• Limitations: Low click through rate, people don’t go
to social networks to buy
60. Affiliate Marketing
• Goals
• Conversion / Sales
• Control
• Can you think of any?
• Measures
• Impressions
• Clicks
• Conversions
• Limitation
• Loss of control over affiliate choice
• Brand conflict positioning
• Gaming the system
• Expensive to setup
77. Conclusion
When planning a marketing campaign:
- Define criteria and how you will measure success
- Get historical data
- If not possible: execute small tests
- Iterate and optimize constantly
- Use analytics data to develop insights
79. Group Project
Two components
• Social Media campaign
• proposals due today
• Adwords Campaign
• Drive traffic to atmamumbai.org
• Each team will get $320/teams in Adwords
Credits
• Not just visitors but quality as well
• Score = Visitors * (1 – Bounce Rate)
Overall ad spending will decline but: Online marketing spend will jump from 12 percent to 21 percent by 2014 SMM is fastest growing in spend 34% annually, all others average 17% SEM still dominates and will continue to for the forseeable future in terms of spend Theme: Paid marketing is giving way to earned loyalty… but slowly
Guys is having more fun then everyone else
Online vs. offline Reach Speed / Immediacy Testing Targeting Measuring
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
CPM was the norm… now CPC… only recently starting CPA
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 iTunes Placement – next to negative stuff about your brand Competition – expensive, people could be obfuscating, your competitiors could be targeting your brand directly Obscured – sometimes gets lost
Historical clickthrough rate (CTR) of the keyword and the matched ad on Google Account history (CTR of all the ads and keywords in account) Historical CTR of the display URLs in the ad group Landing page quality Keyword relevance to the ads and search query Account's performance in the geographical region where the ad will be shown Other relevance factors
Historical clickthrough rate (CTR) of the keyword and the matched ad on Google Account history (CTR of all the ads and keywords in account) Historical CTR of the display URLs in the ad group Landing page quality Keyword relevance to the ads and search query Account's performance in the geographical region where the ad will be shown Other relevance factors
Historical clickthrough rate (CTR) of the keyword and the matched ad on Google Account history (CTR of all the ads and keywords in account) Historical CTR of the display URLs in the ad group Landing page quality Keyword relevance to the ads and search query Account's performance in the geographical region where the ad will be shown Other relevance factors
Historical clickthrough rate (CTR) of the keyword and the matched ad on Google Account history (CTR of all the ads and keywords in account) Historical CTR of the display URLs in the ad group Landing page quality Keyword relevance to the ads and search query Account's performance in the geographical region where the ad will be shown Other relevance factors
Historical clickthrough rate (CTR) of the keyword and the matched ad on Google Account history (CTR of all the ads and keywords in account) Historical CTR of the display URLs in the ad group Landing page quality Keyword relevance to the ads and search query Account's performance in the geographical region where the ad will be shown Other relevance factors
Historical clickthrough rate (CTR) of the keyword and the matched ad on Google Account history (CTR of all the ads and keywords in account) Historical CTR of the display URLs in the ad group Landing page quality Keyword relevance to the ads and search query Account's performance in the geographical region where the ad will be shown Other relevance factors
Not only Image Banners Also Rich Media (Video) Interactive (flash)
Not only Image Banners Also Rich Media (Video) Interactive (flash)
Should we use this insight for offline as well?
Should we use this insight for offline as well?
Brand is Important Where is my ad being shown What ad is being shown on my page Prime Inventory – Sold by branded publishers Remnant Inventory – Sold by thrid parties (ad-networks). Used to be leftovers that couldn’t be sold as prime No control over placement – advertise an albumn next to a page trashing the lead singer
Brand is Important Where is my ad being shown What ad is being shown on my page Prime Inventory – Sold by branded publishers Remnant Inventory – Sold by thrid parties (ad-networks). Used to be leftovers that couldn’t be sold as prime
How do you improve conversion rates Quality of publishers page - quality of advertisement
If you are not measuring e-mail marketing, there is almost no point in doing it What are the metrics that should be captured, how do you evaluate email campaigns…
If you are not measuring e-mail marketing, there is almost no point in doing it What are the metrics that should be captured, how do you evaluate email campaigns… Goals, control, measure, Limitations - reach
If you are not measuring e-mail marketing, there is almost no point in doing it What are the metrics that should be captured, how do you evaluate email campaigns… Goals, control, measure, Limitations - reach
If you are not measuring e-mail marketing, there is almost no point in doing it What are the metrics that should be captured, how do you evaluate email campaigns… Goals, control, measure, Limitations - reach
Demo When is this good Branding Target based on specific info (b2b target certain companies… recruitment top b schools)
Demo When is this good Branding Target based on specific info (b2b target certain companies… recruitment top b schools)
Demo When is this good Branding Target based on specific info (b2b target certain companies… recruitment top b schools)
Fansite Many Programs Ticket Master
Fansite Many Programs Ticket Master
Should we use this insight for offline as well?
Networks aggregate affiliate sites * Easier to Start * Loss of control?
Strong Policy Enforcement -- fraud
Get new customers
Depends how you define goals
Sell stuff New signup user Subscribing to a newsletter
Tata nano – signingup for more info / test drive as conversion
The number of times people return to your site
Stock volatility vs search volume
Which ad is more effective Mad men – 60’s Advertisements used to be about creatives, now its about performance / numbers
Example… let’s say our goal was just getting new visitors on the site… how do we know what is best for us?
Again if goal wasn’t to generate revenues but generate leads, how do you measure quality?
Again if goal wasn’t to generate revenues but generate leads, how do you measure quality?
Are there reasons when it makes sense to run movie ads? When entering a new market (haven’t sold movies before, generate awareness, other forms of measurement – trials / leads)
Some keywords perform better then others Be careful about where you spend your money Search volumes
Depends how you define goals
Atmamumbai is an ngo that helps ngos They focus mainly on education
Atmamumbai is an ngo that helps ngos They focus mainly on education
