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Advertising on the Net:
• Cashing In Without Spending Big
• Joel Goldstein• 216-573-2300 jgoldstein@ggcomm.com
• Special Interest Track, 2 – 3:15 p.m.
Web Designer as Interior Designer
X
Nine Programs for Online Impact
1. Email Campaigns2. E-Newsletter Advertising3. Jump Page Promotion4. Virtual Trade Shows5. Banner Contests/Games6. Keyword Advertising7. Online Seminars8. Online Surveys9. Pop-up Windows
#1 – Email Campaigns
• AdvizeX Co-op with Sun –$58/lead
Aimed at CIO/CTO with ERP select
Purchased list outperformed house list
• All GGC Emails have 3 components:
Trackable links
Capture email addresses
Dual capture Send-
to-a-Friend Feature
#1 – Email Campaigns
• Tracewell Dilbert campaign –$16 /lead
5% response in first hour
8.5% total response
#1 – Email Campaigns
•Multi-tiered program with email, direct mail, bounce-back card, calendar fulfillment
•$17/lead return from hard-to reach military audience
Online Advertising Analysis
ControlControl Design IANControl EngineeringControl SolutionsInTech
325,00030,00046,52789,343
128,362
100,0003,5005,890
--5,000
--
$785/month$294/month$165/month$2000/month$750/month$1495
$.08$.08
----
$.15--
Total Site Traffic
Banner Impressions Cost
Cost/Impression
Banner Buying Techniques
• Buy banners by the impression – not by time
• Banner goals: impression brand building vs. click-through lead generation
• Home page placement vs. targeted content
• Magazine sites vs. search engines• Banners vs. emails• Emails vs. newsletter ads
#6 – Keyword Advertising
(COST: 98 cents / click)
(COST: 33 cents / click)
(COST: $1.05 / click)
Now: who needs brand-building?
Online Meta Tag Coverage – Dynapar
XXXXWebcrawler
XXXXMSN
XXXXLycos
X2534XExcite
X5110XAlta Vista
Magnetic Encoders
Linear Encoders
Absolute Encoders
Encoder
Keywords
Only 7% go beyond the first page, so if you’re not on the first page…
#7 – Online Seminars
•Promoted with “Fusion” banners
•Outperforms Yahoo metrics
•Generates 40% new leads
By The Numbers
• Cost/impression – 7 cents• Cost/click -- $10• Click % -- .3%, 2%• Time spent/session – 6-7 minutes• Page views/session – 6-7
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