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Managing Internet Marketing. by Paolo Tosolini. How to get a higher placement in search engines ... Managing Internet Marketing. by Paolo Tosolini. Planning a ...

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slide1

Managing Internet Marketing

by Paolo TosoliniWeb Marketing Directorclick2learn.com, inc.

paolo.tosolini@click2learn.comhttp://www.click2learn.com

slide2
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

slide3

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
slide4

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
slide5

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

slide6

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

slide7

TITLE

LINKS

ALT IMG TAG

FREQUENCY&RELEVANCY

slide8

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

slide9

Reference

  • Search Engine Watchby Internet.comhttp://www.searchenginewatch.com/
  • Search Engine Forumsby Jim Wilsonhttp://www.searchengineforums.com/
  • MarketPosition.comby FirstPlaceSoftwarehttp://www.marketposition.com/
slide10

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
slide11

Advertising networks

Doubleclick

Flycast

AdSmart

24/7

...

  • Application Service Provider model
  • Publishers pay around 40% commission to ad network
slide12

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
slide13

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

slide14

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
slide15

The most effective banner design

Clickthrough rate = 0.24%

Cost per clickthrough = $22.25

PLAIN DESIGN - NO ANIMATION

slide16

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

slide17

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

slide18

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

slide19

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/
slide20

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

slide21

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/
slide22

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