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  1. Managing Internet Marketing by Paolo TosoliniWeb Marketing Directorclick2learn.com, inc. paolo.tosolini@click2learn.comhttp://www.click2learn.com

  2. How to get a higher placement in search engines How to plan a banner ad campaign What are the web metrics that really matter Other web marketing tools Agenda

  3. Search engines facts • Only 1/6 of the searchable Web is covered • More than 85% of Web traffic comes from search engines • Only 6-7 search engines really matter • Ranking higher requires effort

  4. Types of search engines • Search engines • Rely on ‘spiders’ to index the Web • AltaVista, Excite, HotBot, Go / InfoSeek, Google, Lycos, WebCrawler • Human-compiled directories • Rely on user submissions • Yahoo, Netscape Open Directory, Snap, LookSmart, Ask Jeeves

  5. Most popular search engines YAHOO MSN LYCOS NETSCAPE GO / INFOSEEK EXCITE ALTAVISTA SNAP LOOKSMART ASK JEEVES GOTO IWON GO2NET DIRECTHIT Source: MediaMetrix and SearchEngineWatch.com - Feb-00

  6. What affects your placement in search engines • Prominence • Frequency • Weight • File names • Title • Relevancy in body text • Image ALT tags • Links • Meta tags • URL Keyword

  7. TITLE LINKS ALT IMG TAG FREQUENCY&RELEVANCY

  8. The tools • To check your position in search engines: WebPosition by FirstPlace Software ($149) RECOMMENDEDhttp://www.webposition.com/ TopDog Web Position Analyzer by TopDog ($149)http://www.topdog.com WebResults 2000 by Cibeo ($49.95)http://www.cibeo.com • To manage meta tags: TagGen by HiSoftware ($50) RECOMMENDEDhttp://www.hisoftware.com MetaBot by Watchfire ($495)http://www.watchfire.com

  9. Reference • Search Engine Watchby Internet.comhttp://www.searchenginewatch.com/ • Search Engine Forumsby Jim Wilsonhttp://www.searchengineforums.com/ • MarketPosition.comby FirstPlaceSoftwarehttp://www.marketposition.com/

  10. Planning a banner ad campaign General considerations: • Average Internet clickthrough rate: <= 1% • Pricing models: CPM (cost per thousand impressions) vs. Pay per Click • Image size: 468 x 60 pixels GIF image, max 10K • Targeted campaigns cost more than Run of Site • Banners help awareness and branding when efforts to rank high in search engines fall short

  11. Advertising networks Doubleclick Flycast AdSmart 24/7 ... • Application Service Provider model • Publishers pay around 40% commission to ad network

  12. Advertising metrics Easy to track • clickthrough rate = number of clicks / impressions i.e. 30 clicks / 1000 impressions = 0.03 (3% clickthrough rate) • cost per impression = CPM / 1000 i.e. $100 CPM / 1000 = $0.10 cost per impression • cost per clickthrough = CPM / number of clicks i.e. $100 CPM / 10 clicks = $10 cost per clickthrough Other important metrics to track • conversion rate from clickthrough to buyer, cost per buyer, net revenue per buyer • increase of brand recognition

  13. ClickthruRate Date Website Area Impressions Clicks 03/19/2000 Computer Technews 2,537 15 0.59 2.21 03/19/2000 Computers Download - Directory 4,067 90 03/19/2000 Computers Shareware 1,107 5 0.45 2.41 03/19/2000 Computers Shops - Directory 665 16 03/19/2000 Computing and Internet 3,237 38 1.17 03/19/2000 DevEdge 2,894 30 1.04 03/19/2000 Netscape Channel-General 546 9 1.65 03/19/2000 Netscape Channel-Products 457 2 0.44 03/19/2000 Netscape Channel-Servers 562 6 1.07 03/19/2000 Open Directory 1,089 11 1.01 6.41 03/19/2000 Plug Ins 4,041 259 Netscape Run of Site sample report AREAS WHERE CLICK2LEARN.COM BANNERS WERE MOST EFFECTIVE

  14. Lycos campaign case study • Purchased banners and text links associated with keywords ‘CBT’, ‘WBT’ • Tried different creative for periods of one month each • CPM = $53 • Budget = $6000 • Inventory available over 10 months = 120000 impressions

  15. The most effective banner design Clickthrough rate = 0.24% Cost per clickthrough = $22.25 PLAIN DESIGN - NO ANIMATION

  16. The most effective banner design Clickthrough rate = 0.24% Cost per clickthrough = $22.25 PLAIN DESIGN - NO ANIMATION Clickthrough rate = 3.13% Cost per clickthrough = $1.71 ANIMATED BANNER - KEYWORD SPELLED OUT

  17. The most effective banner design Clickthrough rate = 0.24% Cost per clickthrough = $22.25 PLAIN DESIGN - NO ANIMATION Clickthrough rate = 3.13% Cost per clickthrough = $1.71 ANIMATED BANNER - KEYWORD SPELLED OUT Clickthrough rate = 3.59% Cost per clickthrough = $1.59 ANIMATED BANNER - KEYWORD NOT SPELLED OUT

  18. The most effective banner design Clickthrough rate = 0.24% Cost per clickthrough = $22.25 PLAIN DESIGN - NO ANIMATION Clickthrough rate = 3.13% Cost per clickthrough = $1.71 ANIMATED BANNER - KEYWORD SPELLED OUT Clickthrough rate = 3.59% Cost per clickthrough = $1.59 ANIMATED BANNER - KEYWORD NOT SPELLED OUT Clickthrough rate = 12.46% Cost per clickthrough = $0.43 BANNER BLENDS WITH SEARCH ENGINE INTERFACE

  19. Reference • The Industry Standard http://www.thestandard.com/ • Internet Worldhttp://www.internetworld.com/ • Internet Advertising Report http://www.internetnews.com/IAR/ • AdResourcehttp://adres.internet.com/ • AdWeek Onlinehttp://www.adweek.com/ • Advertising Agehttp://www.adage.com/

  20. Web logs analysis USER’SIP ADDRESS DATE AND TIMEOF VISIT 209.246.128.127 - [11/Jul/2000:14:08:00 -0400] "GET / HTTP/1.0" 200 9003http://search.yahoo.com/search?p=asymetrix" "Mozilla/4.5 [en] (Win95; I)" BYTESTRANSFERRED USER’S BROWSERINFO REFERER SITE

  21. The tools • Log Analyzer by WebTrends ($399)RECOMMENDEDhttp://www.webtrends.com/ • Statistic Server by Media House Software ($289)http://www.mediahouse.com/ • NetIntellect by WebManage Technologies Inc. ($295)http://www.webmanage.com/

  22. Conclusions • Higher search engine ranking means higher traffic to your site • Measure your ROI on a regular basis and update your site accordingly • Save time using the appropriate tools