online marketing- understand all about digital ecosystem
DESCRIPTION
Understand about Search, Mobile and Display eco system. All about Digital marketing.TRANSCRIPT
Online Marketing
1. What is Online Advertising
2. Types of Online Advertising
3. Ad Networks
4. Search Campaigns
5. Digital Display Campaigns
6. Tracking and Measuring ROI
Agenda
Why Online Marketing
Type of Online Advertising
1. Display Advertising
2. Search Advertising
3. Mobile Advertising
4. Social Advertising
5. Present is many other forms as well.
Digital Advertising Landscape
Display Eco-system
Search Eco System
Mobile Advertising Ecosystem
Social Advertising Eco System
Ad Networks
Diff Types of Ad Networks
Display Network
Performance Network
Incentivized Networks
Mobile Network
CPM/Premium Network
Google AdRollMicrosoftKomli MediaExponentialMany More
Click RocketLeadBoltInMobiChartboostMany More
TapjoyApp Engage
InMobiAdMobBuzzcityVServe
Millenial MediaMicrosoft AdvertisingGoogle
Search Campaigns
Types of campaign- Lead Gen, Brand Awareness, Sales and many
more depending on Campaign objective.
Typical Performance Metrix- CTR, and CPA.
Other Metrices are- CPC, CPM
1- Your Keyword CTR- How often your keyword led to click on ad.
2- Landing Page Quality- How relevant, Transparent and Easy to navigate
3- Call to Action on ad- Is it defined accurately.
4- Your Keyword/ad Relevance
5- Geographic Performance- How successful your account performance have been in the regions that you are targeting.
6- Your targeted devices- How well your ads are doing on diff targeting devices i.e. Laptop/Desktop, Mobile, Tablet etc.
Optimization points for Search Campaign
Display Campaigns
Online Display Advertising:
1- Run thru Ad exchange- Less Costly, Works best when websites users suits to your target audiences.
2- Purchase Ad Space Directly on Specific website- Comes are premium prices, more control on which website you want your ads to be places.
3- Pricing Model- CPC, CPM or CPA.
1. Integrate your online and offline marketing strategies
2. Pay attention to your creative. It should be informative, clear, concise and interesting. Keep the message and Wording Simple
3. Pay attention to the placement of ad on website
4. Avoid intrusive type of display (pop ups).
5. Ensure ads are promoted on sites where you have relevant audiences.
6. Periodically measure ROI of your campaign thru tracking tools.
Tips for Successful Online Advertising
Tools to use
1- Webtrends.com
2- Google Analytics
3- Microsoft Adcentre
4- Awstats
5- Yahoo Site Explorer
6- Every Display network or direct pubs provide interface to track campaign performance
Tracking and Measuring ROI