www.compucall-usa.com

Best Practices for the Content Network

Compucall Web Marketing

Partner

www.cwm.co.il

Hey! MY Name: Naomi Sela Position: Media Director at CWM Doing SEM for 5 years naomi@cwm.co.il Twitter.com/naomiki_s Facebook.com/naomiki

• General browsing• CPC vs CPM• Branding vs ROI• Optimization: themes• Optimization: settings• Creative Optimization• Expand your reach• New and Soon to Come

Agenda

General Browsing: Audiences are shifting from offline to online media

Source: Susquehanna Financial Group, LLLP; The Big Picture: Internet Advertising Growth Themesand Beneficiaries, January 09, 2007; Online Publishing Association; Nielsen//NetRatings

CPM vs. CPC?

CPM text ads &CPC/CPM display adsoccupy entire ad unit

CPC text ads occupy a slotwithin an ad unit

CPM vs. CPC?

Category targeting CPCKW targeting CPC

KW targeting CPCPlacement targeting CPC

KW + placements CPC

Category targeting CPMKW targeting CPM

KW targeting CPCPlacement targeting CPC

KW + placements CPC

+ Volume

+ Targeting control

Direct responseCPC

BrandingCPM

Optimization: Use Pre Defined Themes and Site lists

EconomicsNewsSportsEntertainmentTechSocialShopping

Optimization: Refine!

Exclude sites, categories, page types

Exclude demographic segments

Bid more for specific age / gender

Creative Optimization: Banner Ads – Compare apples to apples

Expand Your Reach

Select placements matching your audience (PPR) Use enhanced campaigns Target users who visit sites outside of their

country: English, Arabic, Russian YouTube

New and Soon to Come

New: Exclude Below the Fold Placements Soon: Remarketing / Retargeting

Thank You!

naomi@cwm.co.il