Online marketing 101
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Online Marketing 101. Search Engine Marketing (SEM). 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?. What : Anatomy of an ad. Components Headline Lines 1 & 2 Display URL Destination URL Restrictions

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Online Marketing 101

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Online marketing 101

Online Marketing 101

Search Engine Marketing

(SEM)


Search engine marketing

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?


What anatomy of an ad

What: Anatomy of an ad

  • Components

    • Headline

    • Lines 1 & 2

    • Display URL

    • Destination URL

  • Restrictions

    • Character Limits

    • Punctuation


Where search engines

Where: search engines

  • Google

  • Yahoo!

  • Bing


Where search engines1

Where: search engines

  • Google

  • Yahoo!

  • Bing


Where search engines2

Where: search engines

  • Google

  • Yahoo!

  • Bing


When relevant searches

When: relevant searches

  • Determined algorithmically

    • Based on CPCand Quality Score (CTR, history, relevance, quality)

  • Match types

    • Exact

    • Phrase

    • Broad (and Broad Match Modifier)

    • Negative

http://adwords.google.com/support/aw/bin/answer.py?hl=en&answer=6100


Who ad agencies in house teams

Who: Ad agencies & in-house teams

  • Ad Agencies

    • RKG, iProspect, eFrontier

    • Charge a fee to manage ads

  • In-House teams

    • Usually a subset of Marketing team

    • Usually report to CMO


Why should i put my money here

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


How the auction process

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


Bells and whistles

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


Sem seo

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/


Performance evaluation

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.


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