PAID VS ORGANICWHICH TRAFFIC SOURCE IS BETTER?

PAID TRAFFIC1. DISPLAY AND BANNERS

DISPLAY

PAID TRAFFIC1. DISPLAY AND BANNERSDID YOU KNOW? DISPLAY ADS ARE RENOWNED FOR LOW CLICKTHROUGH RATES. DISPLAY ADS ONLY GAIN AROUND 1 CLICK EVERY 1000 IMPRESSIONS. SHOCKING!

BANNER ADS ARE SOMEWHAT MORE EFFECTIVE IN SOME COUNTRIES, PARTICULARLY ASIA-PACIFIC, BUT FIGURES ARE SIMILAR.

DISPLAY

PAID TRAFFIC1. DISPLAY AND BANNERSVARIATION IN ONLINE AD CLICK THROUGH RATES BY AD FORMAT

DISPLAY

PAID TRAFFIC1. DISPLAY AND BANNERSEVERYTIME YOU ADVERTISE YOU SHOULD ASK THE PUBLISHER FOR THE FOLLOWING METRICS AND FILL OUT THESE PIECES OF INFORMATION WITHIN THE AD ORDER FORM:

►NBR. OF VISITS/MONTH (SESSIONS)►NBR. OF UNIQUE VISITORS/MONTH (USERS)►PAGEVIEWS►PAGES/SESSION►BOUNCE RATE IF POSSIBLE (LEFT PAGES)

DISPLAY

PAID TRAFFIC1. DISPLAY AND BANNERSWHY YOU SHOULD OBTAIN THOSE METRICS? TO CALCULATE YOUR ROI.

DISPLAY

PAID TRAFFIC1. DISPLAY AND BANNERSEXAMPLE OF CAMPAIGN

►PUBLISHER METRICS►NBR. OF VISITS/MONTH = 500,000►BOUNCE RATE = 20%►AV. PAGEVIEWS = 1

►CAMPAIGN DETAILS►$10,000 FOR 2 WEEKS►LEADERBOARD BANNER - TOP PAGE (ALL PAGES)►SOV 50%

DISPLAY

PAID TRAFFIC1. DISPLAY AND BANNERSGOAL: DRIVE TRAFFIC TO THE SITE. WHAT WOULD BE ROUGHLY THE “ROI” OF THIS CAMPAIGN?

►IMPRESSIONS = VISITS/MONTH = 500,000►PERIOD = 500,000/2 (TWO WEEKS) = 250,000►BOUNCE RATE = 250,000 X 0.8% (20% BR) = 200,000►SOV = 200,000/2 (50%) = 100,000►CLICK THROUGH RATE (CTR) = 0.1%►TOTAL NUMBER OF CLICKS = 100 CLICKS

DISPLAY

PAID TRAFFIC1. DISPLAY AND BANNERSTHIS CAMPAIGN FULLFILS THE FOLLOWING GOAL : BRAND AWARENESS.

IN THIS CASE, THE CPM (COST PER MILLE) CAN BE CALCULATED AS A MAJOR KPI (KEY PERFORMANCE INDICATOR) TO ASSESS THE CAMPAIGN’S ROI.

►CPI (COST PER IMPRESSION) = $0.1►CPM (COST PER MILLE) = $100

DISPLAY

PAID TRAFFIC1. DISPLAY AND BANNERSNEED A BENCHMARK TO GAUGE A CAMPAIGN? TAKE A LOOK AT THE FEES REQUESTED BY A BLOG TO WATCH

►METRICS►SESSIONS: 900K/MONTH►UNIQUE PAGEVIEWS: 1.6M/MONTH

►CAMPAIGN DETAILS►LEADERBOARD (970X90) = $15 CPM GUARANTEED►HALF-PAGE (300X600) = $15 CPM GUARANTEED

DISPLAY

PAID TRAFFIC1. DISPLAY AND BANNERSTHE BOTTOM LINE: FILL OUT THE AD ORDER FORM TO MAKE SURE EVERYONE CAN GAUGE THE PERFOMANCES OF A CAMPAIGN.

AND IF A PUBLISHER CANNOT SHARE SOME BASIC METRICS WITH US : DO NOT ADVERTISE WITH THIS PUBLISHER.

DISPLAY

PAID TRAFFIC2. SEARCH ENGINE ADVERTISING

SEARCH

SEA

AN INTERNET USER WHO PERFORMS A SEARCH IN SEARCH ENGINE TYPICALLY RECEIVES TWO TYPES OF RESULTS: ORGANIC OR PAID RESULTS.

ORGANIC RESULTS ARE LOCATED AT THE LEFT HANDSIDE OF THE PAGE. PAY-PER-CLICK ADVERTISEMENTS OR SPONSORED LINKS ARE LOCATED AT THE TOP AND THE RIGHT HANDSIDE OF THE PAGE.

PAID TRAFFIC2. SEARCH ENGINE ADVERTISING

SEA

PAID TRAFFIC2. SEARCH ENGINE ADVERTISING

SEA

SEA (SEARCH ENGINE ADVERTISING) INCREASES WEBTRAFFIC TO YOUR SITE THROUGH DIGITAL ADVERTISING.

IN ORDER TO BOOST CLICK THROUGH RATES ADVERTISING CAMPAIGNS SHOULD BE FOCUSED, BALANCED AND WRITTEN FOR SPECIFIC KEYWORDS THAT APPLY TO YOUR TARGET AUDIENCE. HOW MUCH MONEY YOU SPEND ON GOOGLE ADS IS ENTIRELY UP TO YOU.

PAID TRAFFIC2. SEARCH ENGINE ADVERTISING

SEA

RANDOM FACTS ABOUT GOOGLE AD WORDS:

►AVERAGE CTR FOR GOOGLE AD = 3.16%►FIRST SEARCH POSITION = 7% CTR►33% OF ALL GOOGLE SEARCH COME FROM MOBILE►45% OF PEOPLE CANNOT TELL THE DIFFERENCE BTW ORGANIC AND PAID SEARCH (CENTRAL COLUMN)►BUSINESSSES MAKE AN AVERAGE OF $2 IN REVENUE FOR EVERY $1 SPENT ON AD WORDS

PAID TRAFFIC2. SEARCH ENGINE ADVERTISING

SEA

TOP LUXURY BRANDS SPENT $22 MILLION ON GOOGLE TEXT ADS IN THE U.S. LAST YEAR ACROSS FIVE CATEGORIES: APPAREL, BEAUTY & COSMETICS, SHOES, HANDBAGS AND WATCHES.

PAID TRAFFIC2. SEARCH ENGINE ADVERTISING

SEA

IT’S NO WONDER WHY SEARCH AND DISPLAY HAVE A LOVE/HATE RELATIONSHIP. WHEN COMBINED, THIS DUO KNOWS HOW TO DRIVE PERFORMANCE.

PAID TRAFFIC2. SEA VS DISPLAY

SEA

DISPLAY PULLS AHEAD WITH USERS SPENDING AN AVERAGE OF 96 PERCENT OF THEIR TIME ON CONTENT RELATED SITES, COMPARED TO 4 PERCENT, WHICH IS SPENT IN SEARCH ENGINES.

92 % OF AMERICANS USE SEARCH ENGINES TO FIND INFORMATION ON THE WEB, WHILE 76 % USE THE INTERNET FOR NEWS AND 65 % FOR SOCIAL NETWORKING. HERE, BOTH SEARCH AND DIS-PLAY SCORE A POINT.

PAID TRAFFIC2. SEA VS DISPLAY

SEA

NEXT, LET’S LOOK AT CONTEXT AND CREATIVE. ON SEARCH ENGINES, USERS ARE MET WITH SMALL, TEXT-BASED ADS THAT LACK THE DESIGN APPEAL OF THE LARGER, INTERACTIVE DISPLAY ADVERTISEMENTS.

THE ADS ARE DIRECTLY RELATED TO WHAT THEY’RE SEARCHING FOR, BUT LACK THE FLASH AND ZEST OF THE DISPLAY ADS. POINT TWO AWARDED TO THE DIS-PLAY CHANNEL.

PAID TRAFFIC2. SEA VS DISPLAY

SEA

THEN THERE’S PERFORMANCE. WE CAN’T OVERLOOK THE FACT THAT SEARCH IS ONE OF THE HIGH-EST PERFORMING ADS IN THE WORLD. IT’S THE KING OF CONVERSION.

I’M NOT SAYING GET RID OF YOUR DISPLAY CAMPAIGN OR DISREGARD THE POWER OF SEARCH

PAID TRAFFIC2. SEA VS DISPLAY

SEA

ONE OF THE BIGGEST ADVANTAGES OF NATURAL SEARCH MARKETING (THE SEO APPROACH) IS THAT THESE RESULTS ARE MORE TRUSTED AMONG INTERNET USERS.

AS A CONSEQUENCE, WEBSITES THAT EMPLOY NATURAL SEARCH MARKETING GET A SIGNIFICANTLY LARGER SHARE OF CLICKS COMPARED TO SEA.

3. SEARCH ENGINE OPTIMIZATION

SEOORAGNIC TRAFFIC

SEO (SEARCH ENGINE OPTIMIZATION) INCREASES YOUR WEBSITE’S VISIBILITY IN NATURAL RESULT LISTS.

GETTING A HIGH RANK IN GOOGLE DEPEND ON THREE THINGS: AUTHORITY, TRUST AND COPYWRITING. SEARCH ENGINES MEASURE AUTHORITY BY MEANS OF INCOMING LINKS OF EXTERNAL WEBSITES.

3. SEARCH ENGINE OPTIMIZATION

SEOORAGNIC TRAFFIC

RANDOM FACTS ABOUT SEO

►70% OF THE LINKS USERS CLICK ARE ORGANIC►75% OF USERS NEVER SCROLL PAST THE 1ST RP►SEARCH IS THE #1 DRIVER OF TRAFFIC►SEARCH AND EMAIL ARE THE TOP TWO ONLINE ACTIVITES►93% OF ONLINE XP BEGINS WITH A SEARCH

3. SEARCH ENGINE OPTIMIZATION

SEOORAGNIC TRAFFIC

BOTH ORGANIC AND PAID (PPC) HAVE DISTINCT ADVANTAGES AND DRAWBACKS.

KNOWING THEM WILL ALLOW YOU TO GET THE BEST RETURN FOR YOUR SEARCH MARKETING BUDGETS. AS YOU WILL SEE, COMBINING THEM WILL OFTEN RESULT IN A BETTER CLICK THROUGH RATE (CTR).

WEB TRAFFIC4. CONCLUSION

CONCLUSION

BOTH STRATEGIES PROVIDE SIGNIFICANT BENEFITS. FOR THIS REASON, SOME OF THE MOST POWERFUL MULTILINGUAL ONLINE MARKETING STRATEGIES USE A MIXTURE OF SEO AND SEA SOLUTIONS TO OBTAIN THE BEST RESULTS.

WEB TRAFFIC4. CONCLUSION

CONCLUSION

WITH REGARD TO PROJECT TIME, SEA WILL ALLOW YOU TO QUICKLY GATHER INSIGHTS ABOUT YOUR TARGET AUDIENCE AND, IN PARTICULAR, VALUABLE KEYWORDS TO FOCUS ON FROM A MID-TERM PERSPECTIVE.

WEB TRAFFIC4. CONCLUSION

CONCLUSION

THANK YOU!