- 1. The Web Team Online Marketing 101
2. On the web, people
3. Internet use is still growing Source: Internet World Stats
December 2007 4. Online Marketing Spend continues to increase
Source: eMarketer 2007 5. Search Engine Use
- Over 61% of consumers use search engines at least several times
a week
Source: Forrester Research 2006 6. Google has a strong-hold on
the market Source: ComScore February 2008 7. Google Services Huge
network of small publishers and blogs Google in250 countries in 40
languages + + + Search network Contextual network 8. Google has the
most loyal users Source: MarketingSherpa 2006 9. Online Marketing
Options
- Pay-Per-Click Search Engine Marketing
- Contextual Search Engine Marketing
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- Text, static banners, animated banners, video ads
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- Text, static banners, animated banners, video ads
10. Paid Search Engine Marketing Natural/Organic Search Results
Place text ads in Paid Search Results 11. Contextual Search Engine
Marketing Place text or banner ads next to relevant content on
Googles large network of sites. 12. Site/Placement Targeting Banner
Ads Place static or animated banner ads on relevant sites in
Googles Network 13. Site/Placement Targeting - Video Ads Place
Click-To-Play Video Ads on a list of sites 14. Measurement
- The biggest advantage of online marketing vs. Traditional
marketing isMeasurement
- Using Omniture, track your campaigns performance throughout
your website
- Report and Optimize your campaign based on Key Performance
Metrics such as:
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- File downloads, page views, time spent on site, bounce rate,
etc.
15. How it Works 16. Online Marketing Process
- - Complete Questionnaire to determine the following:
- Campaign Structure Development
- Landing Page implementation
- Implement approved campaign
- Implement tracking technology
17. How Much Does it Cost?
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- We set a maximum cost-per-click bid and you only pay when a
user clicks on the ad.
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- Average CPC ranges from $0.10 - $0.75 for World Bank industry
keywords
- Cost-Per-Thousand-Impressions (CPM)
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- We set a maximum CPM bid and you pay for each 1000 impressions
your ad receives.
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- Average CPM ranges from $1.00 - $5.00 and provides mass brand
exposure
18. How much budget do I need?
- You can establish your own budget
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- (Recommended minimums apply)
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- Best for Country and Region search campaigns
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- Best for special initiatives, reports, events
19. Case Study IDA 2007
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- Paid Search Engine Marketing
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- Contextual Search Engine Marketing
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- Site-Targeting - Banners and Videos
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- Geo targeting: Most campaigns were set to only display ads to
users in Part 1 countries while others were targeting specific Part
2 countries when the message was appropriate (i.e. Ghana, Vietnam
etc...)
20. Case Study: IDA 2007
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- Focused on showing the progress and results achieved by the
Countries, with the help of the bank
21. Case Study: IDA 2007
- Banner Ads:In line with site's look and feel and messages.
Compelling creative, not saying too much, inviting people to find
out more
22. Case Study: IDA 2007
- Video ads;In line with site's look and feel and messages,
inviting users to play and see "The World Bank in action"
23. Case Study: IDA 2007 24. Case Study: IDA 2007
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- Over 70% of the traffic on the IDA site was coming from various
advertising campaigns
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- Visitors to IDA site between Feb - Jun 200 6:47,000
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- Visitors to IDA site between Feb - Jun 200 7:184,000( +300%
)
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- Number of visits from the campaign: 160,000
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- Number of video ads viewed: 15,600
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- Total cost of the campaign: $25,000
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- Average Cost per visitor: $0.15
25. Whats Next?
- Talk to your regions Web Editor about starting your next online
marketing campaign