Online Marketing 101
description
Transcript of Online Marketing 101
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ONLINE M
ARKETING
101S E ARC
H E
NG
I NE M
ARK E T I N
G
( SEM
)
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SEARCH ENGINE MARKETING
• What am I?
• Where can you find me?
• When do you see me?
• Who created me?
• Why do I exist?
• How do I work?
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WHAT: ANATOMY OF AN AD
• Components•Headline• Lines 1 & 2•Display URL•Destination URL
• Restrictions• Character Limits• Punctuation
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WHERE: SEARCH ENGINES
• Yahoo!
• Bing
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WHERE: SEARCH ENGINES
• Yahoo!
• Bing
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WHERE: SEARCH ENGINES
• Yahoo!
• Bing
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• Determined algorithmically• Based on CPC and Quality Score (CTR, history, relevance, quality)
• Match types• Exact• Phrase• Broad (and Broad Match Modifier)•Negative
WHEN: RELEVANT SEARCHES
http://adwords.google.com/support/aw/bin/answer.py?hl=en&answer=6100
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• Ad Agencies• RKG, iProspect, eFrontier• Charge a fee to manage ads
• In-House teams• Usually a subset of Marketing team• Usually report to CMO
WHO: AD AGENCIES & IN-HOUSE TEAMS
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WHY: SHOULD I PUT MY MONEY HERE?• Moneymaker!•Google revenues in 2009: $23.7b• In 2010: $29.3b• First 3 quarters of 2011 (unaudited): $27.3b
• …Even in a down economy• Proven ROI•While spending on TV & print decreased, online advertising expenditures increased
http://investor.google.com/financial/tables.html
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HOW: THE AUCTION PROCESS
• Instantaneous• Factors in aforementioned metrics (CPC, Quality Score)• Also takes into account…• First page minimum bid•Geographic targeting• “Real estate”
http://adwords.blogspot.com/2009/03/introduction-to-ad-auction.html
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BELLS AND WHISTLES• Ad Extensions• Product Extensions• Seller Ratings• Sitelinks• Location Extensions• Social Extensions
• New Ad Formats• Product Listing Ads• Click to call (and bid-per-call)• Dynamic Search Ads
http://www.google.com/ads/innovations/search.html
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SEM & SEO
• Look similar• It seems that Google makes more money by making SEM ads look more like SEO natural results
• Work together – not against each other• Effective marketing programs use these to complement each other• It’s possible to look at search logs for each to find missed opportunities with the other
http://www.rimmkaufman.com/blog/a-more-%E2%80%98organic%E2%80%99-experience-part-ii/20092011/
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PERFORMANCE & EVALUATION
• Fake data (Excel spreadsheet)• Examine raw numbers• Compute performance metrics• Analyze efficiency
• Evaluate different targets•Different clients judge efficiency differently• Targets include A/S, ROI, CPC, etc.