Date post: | 21-Oct-2014 |
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Online Marketing 101
• Search Engine Optimization (SEO)• Advertising– CPC: Search– CPC: Contextual– CPM
• Viral Marketing• Direct Messaging• Digital Footprint• Social Media
Promoting a website
Organic Traffic Paid Traffic Direct
Website Monetization of Traffic
Sour
ces
of T
raffi
c
Organic Traffic
• Search Engine Optimization (SEO)• Viral Marketing• Digital Footprint: Links + Microsites
Paid Traffic
• Search Engine Marketing• Pay Per Click• Display Advertising / Pay Per Impression• Affiliate Programmes
Paid TrafficChannel Type Branding Traffic Sales
Search Engines ✔ ✔PPC Contextual ✔ ✔ ✔PPM Display ✔Affiliate Programmes ✔
Campaign Basics
• Creative Matters• Bigger Ads Perform Better• Deep Link the ad to the relevant destination• Track conversions wherever possible• In PPC campaigns, Click Through Rate indicates
(a) quality of your creative and (b) accuracy of the ad placement. It does NOT represent any value or lack of value the advertiser: You only Pay Per Click
Don’t…
• Assign budgets more than a month in advance• Forget to track & measure performance• Allow the same creative to run for more than
a month
Ad Quality
• Since you ideally want variations of all keywords targeted appearing in your ad, if you have more than 10 keywords in an AdGroup, you have too many.
• The higher the ad quality, the less you will pay per click.
Social Media Rule #1
Attention Span is a dying commodity. Treat the time of the audience with respect & only communicate when you have something to say.
SEO: Content
✔ You have complete control of your content.
• Establish targeted keywords & rank them in order of important.
• Ensure that targeted keywords appear within content.• Understand content hierarchy• Help search engines know about all your content:
– Hyperlinks, Site Maps, Google Site Map– Search engines do not interact with form
• Volume + Age
SEO: Technology
✔ Search engines are evolving. This is becoming a small issue.
• No Frames• Use tech to help:
– Dynamic site map creation– Dynamic creation of logical page names– Keyword Maps
• Hosting speed + uptime affects your rankings• Ensure you have the ability to manage ALL content through
your CMS
SEO: Competitors
✗You are affected by what others do.
If your competition has been around longer, has more content, good SEO techniques, and more inbound links than you, you have your work cut out.
SEO: Saturation
✔ You have complete control of your content.
• Establish targeted keywords & rank them in order of important.
• Ensure that targeted keywords appear within content.• Understand content hierarchy• Help search engines know about all your content:
– Hyperlinks, Site Maps, Google Site Map– Search engines do not interact with form
• Volume + Age
AD:DYNAMO
✔ 10 Million ads per day in SA✔ Complements any other campaign: broadens
your reach✔ Pay Per Click✔ No budget constraints✔ Instant, self service✔ Free creative