online marketing - forward to basics

Online MarketingForward to Basics

Elias DabbasMediaMe Forum - December 4, 2012

Wednesday, December 5, 12

Main Online Measures / Metrics

Visits

CPCCPM

Click-Through Ratio (CTR)

Ad Impressions

Unique Visitors

Conversions

Bounce Rate

Page Views

Number of times a page was served / “viewed”

heat map, showing the eye fixations on the page

Number of times an ad was served “viewed”Same as page views, usually used for ads (usually >1 impression per page)

Ad Impressions

Visits & Unique Visitors

• Visits:

• Unique Visitors:

Number of times a “session” is started at a site

Number of people (computers) that visited your site

I might visit you 3 times this week, but I’m 1 unique visitor

Example:

Pages / Visit

Average page views per visit Total page views ÷ total visits

Bounce Rate

• Number of single-page visits (visits with 1 page view)

Bounce Rate

• Number of single-page visits (visits with 1 page view)• 1-page visits ÷ Total visits = Bounce Rate

• Number of clicks on a banner / text ad / link etc. compared to total views (impressions)

• Clicks ÷ Impressions = CTR8

Visits per Visitor

• Average times a visitor comes to the site within a certain period of time

• Total visits ÷ Unique Visitors = Visits per Visitor

• Important measure of loyalty

• CPC: cost per click

• CPM: cost per 1,000 impressions

• CPL: cost per lead

• CPA: cost per action (acquisition)

Conversions

• Conversions: actions you want people to complete on your site. Example: purchases, registrations, download a file, contact us, etc

Conversions

• Conversions ÷ Visits (or UVs) = Conversion Rate

Conversions

Visits

CPCCPM

Ad Impressions

Unique Visitors

Conversions

Bounce Rate

Page Views

Campaign Lifecycle

1,000,000 impressions

20,000 clicks

400conversions

• Total Spend: $10,000

20,000 clicks

400conversions

• Total Spend: $10,000• CTR• Conversion Rate• CPM • CPC• CPA

20,000 clicks

400conversions

• Total Spend: $10,000• CTR: 20,000 / 1,000,000 = 2%• Conversion Rate• CPM• CPC• CPA

20,000 clicks

400conversions

• Total Spend: $10,000• CTR: 20,000 / 1,000,000 = 2%• Conversion Rate• CPM• CPC• CPA

20,000 clicks

400conversions

• Total Spend: $10,000• CTR: 20,000 / 1,000,000 = 2%• Conversion Rate: 400 / 20,000 = 2%• CPM• CPC• CPA

20,000 clicks

400conversions

• Total Spend: $10,000• CTR: 20,000 / 1,000,000 = 2%• Conversion Rate: 400 / 20,000 = 2%• CPM• CPC• CPA

20,000 clicks

400conversions

• Total Spend: $10,000• CTR: 20,000 / 1,000,000 = 2%• Conversion Rate: 400 / 20,000 = 2%• CPM: $10,000 / 1,000,000 / 1,000 = $10 • CPC• CPA

20,000 clicks

400conversions

• Total Spend: $10,000• CTR: 20,000 / 1,000,000 = 2%• Conversion Rate: 400 / 20,000 = 2%• CPM: $10,000 / 1,000,000 / 1,000 = $10 • CPC• CPA

20,000 clicks

400conversions

• Total Spend: $10,000• CTR: 20,000 / 1,000,000 = 2%• Conversion Rate: 400 / 20,000 = 2%• CPM: $10,000 / 1,000,000 / 1,000 = $10 • CPC: $10,000 / 20,000 = $0.5• CPA

20,000 clicks

400conversions

• Total Spend: $10,000• CTR: 20,000 / 1,000,000 = 2%• Conversion Rate: 400 / 20,000 = 2%• CPM: $10,000 / 1,000,000 / 1,000 = $10 • CPC: $10,000 / 20,000 = $0.5• CPA

20,000 clicks

400conversions

• Total Spend: $10,000• CTR: 20,000 / 1,000,000 = 2%• Conversion Rate: 400 / 20,000 = 2%• CPM: $10,000 / 1,000,000 / 1,000 = $10 • CPC: $10,000 / 20,000 = $0.5• CPA: $10,000 / 400 = $25

20,000 clicks

400conversions

• Total Spend: $10,000• CTR: 20,000 / 1,000,000 = 2%• Conversion Rate: 400 / 20,000 = 2%• CPM: $10,000 / 1,000,000 / 1,000 = $10 • CPC: $10,000 / 20,000 = $0.5• CPA: $10,000 / 400 = $25

20,000 clicks

400conversions

“Digital Media”

What industry doyou work in?

Digital - Non Digital

“Digital” “Media”

Digital

Online (Internet)

Digital > OnlineDigital can be offline

“Media”

Digital Media describes only the kind of media we deal with (broadcast, print, outdoor, digital)

Assumes the campaign starts and ends on the publication or medium itself

Doesn’t have a place for The Click

Marketing

Digital Media

Online Marketing

Digital Media Online Marketing

It’s “digital” It’s “online”, “live”, “interactive”, “now”

Banner / Rich Media Conversion / Funnel / Process

Planning and Buying Optimization and Continuous Improvement

Start End

Planning Buying Reporting

Media Planning / Buying

implement

Optimize Test

Change

Continuous processTesting / optimization are essential parts

Flexible / muddling through strategy

Campaign / Account Management

Demographics

Baby Products Target AudienceWednesday, December 5, 12

Would you target these people for baby products?

They all want to buy presents for the pregnant woman’s babyThey are in the market for baby products

Would you like to target them?

These are a pregnant woman’s:

Father Cousin Best friend

SisterGrandmother

Brother

The Power of Content(Contextual Advertising /

Targeting)

How might a user end up on a certain page?

Directly entering URL

You know where you are going

Clicking on a search result / ad

Clicking on an ad

Clicking on a text link

Exceptions

Misleading text / adClicking by mistake

Extremely impulsive users

Let’s say in 70-80% of times, users go to a page knowing / expecting a

certain outcome / content

Targeting people while they are reading a certain type of content is an extremely powerful way to reach interested people at the right time

Targeting the Home Page

Extremely diverse set of interestsYou cannot know what the user is

intending to do now

It’s a springboard to other more specific section pagesThe user is in a hyper mode

The user didn’t find what they want to consume yet

- The article page is the most specific place that indicates users’ interest- This is when they release the mouse and start sipping their coffee- This when they are most receptive to information- You can advertise for something relevant

“Awareness”

Do you know the iPad?

A. No, I don’t

B. Yes, I heard about itC. Yes, I played with it once at the

electronics shopD. Yes, I own one, and I’ve been

using it for two months

Do you know website XYZ?

A. No, I don’t

B. Yes, I heard about itC. Yes, I visited it 2-3 timesD. Yes, I’m subscribed to their

newsletter and buy stuff every now and then

Do you know Jordan?

A. No, I don’t

B. Yes, I heard about itC. Yes, I visited it 2-3 timesD. Yes, I’ve been living here 23 years

Person D:

• Knows the most about the product• Is familiar with all the +ve and -ve

‘surprises’ it has• Can talk confidently about it• Is the authority about the brand• Is the brand’s ambassador (+ve or -ve)

Awareness of D = 10xC = 100xB = 1,000xA

Awareness

• Cannot be treated as one thing

Awareness

• Cannot be treated as one thing• Not all ‘awarenesses’ are equal

Awareness

• Cannot be treated as one thing• Not all ‘awarenesses’ are equal• It makes sense to invest more in deeper

awareness (you get multiple rewards)

Awareness

• Cannot be treated as one thing• Not all ‘awarenesses’ are equal• It makes sense to invest more in deeper

awareness (you get multiple rewards)• Product purchase, sampling, experience

are way more effective for awareness than buying impressions

Generate Awareness for New Pizza

Option 1:

Spend $50,000 on billboard campaign to “raise awareness”

Generate Awareness for New Pizza

Option 2:

Reward loyal customers by sending them a free sample of the new pizza, whenever they want, without obligations, using the

same $50,000

Option 2

•Utilize existing call center

Option 2

•Utilize existing call center•Minimal additional cost of producing the pizza

Option 2

•Utilize existing call center•Minimal additional cost of producing the pizza•You give loyal customers a reason to love you

Option 2

•Utilize existing call center•Minimal additional cost of producing the pizza•You give loyal customers a reason to love you•“Would you like a salad, wedges, drinks with it?” it’s optional...

Option 2

•Utilize existing call center•Minimal additional cost of producing the pizza•You give loyal customers a reason to love you•“Would you like a salad, wedges, drinks with it?” it’s optional...•Give them the ability to gift the pizza to a friend if they want

Option 2

•Utilize existing call center•Minimal additional cost of producing the pizza•You give loyal customers a reason to love you•“Would you like a salad, wedges, drinks with it?” it’s optional...•Give them the ability to gift the pizza to a friend if they want•Make them proud and happy members / ambassadors of your brand

Media Evaluation

Which one is the best?

Media Evaluation Campaign Evaluation

Above average

Below average

Media Evaluation Campaign Evaluation

Keep the good and stop the bad. Repeat

Above average

Below average

Campaign Evaluation

•Averages across the account are dangerous

Campaign Evaluation

•Go deeper to averages per campaign, ad version, ad size etc, and optimize accordingly

Campaign Evaluation

•Go deeper to averages per campaign, ad version, ad size etc, and optimize accordingly

•Keep guidelines in mind but decide based on results

Ranking / “Top 10”

•How do you prioritize your campaigns, keywords, placements, countries, customers, etc?

•How do you prioritize your campaigns, keywords, placements, countries, customers, etc? •Do you focus on the top 3, 5, 10, 25 ??

Campaign 1Campaign 1 Campaign 2Campaign 2 Campaign 3Campaign 3 Campaign 4Campaign 4Domain Impressions Domain Impressions Domain Impressions Domain Impressions

bbc.co.uk 95242 alwakeelnews.com 29824 aksalser.com 191933 alrai.com 237112alwatan-libya.com 24302 alwakeelnews.com 13354 aksalser.com 139269 alrai.com 146523bbc.co.uk 12128 panoramajo.com 10378 habbabi.com 75561 christian-dogma.com 30585alwatan-libya.com 9456 saidaonline.com 9577 alquds.com 16588 christian-dogma.com 27018linkat-online.com 7875 3alamnews.com 5078 habbabi.com 11847 jo24.net 18242masreat.com 7160 bsbslove.com 3935 te3p.com 5197 okaz.com.sa 9727allofjo.net 5276 tanitpress.net 3755 alquds.com 5047 jo24.net 7411masreat.com 4170 al-dreams.net 3117 ask.fm 4831 okaz.com.sa 4168al-tagheer.com 3271 gornalak.com 2957 akhbar-misr.com 3992 jaridat.com 1526allofjo.net 2998 syrian-soccer.com 2385 4flying.com 3730 mazareta.com 1333dafatir.net 2994 alamiya.org 2340 addiwannews.com 3250 wikiwaw.com 1331wikimapia.org 2900 egypty.com 2080 akhbarna.net 2726 car100100.com 1038alahale.net 2483 souss24.com 1999 taiz-press.net 1447 albrq.net 1004wikimapia.org 1976 s-oman.net 1745 taiz-press.net 1365 albrq.net 885alahale.net 1890 s-oman.net 1648 yemensaeed.com 1305 elahmad.com 863blogspot.fr 1442 panoramajo.com 1535 arabseyes.com 1270 kataeb.org 852a5barasrar.com 1412 etl3mnrasi.com 1499 dailymotion.com 1260 sahafa.com 851nakshaat.com 1401 assdae.com 1463 te3p.com 1087 wunderground.com 687akhersa3a.com 1277 saidaonline.com 1457 blogspot.co.uk 1074 soft-ar.info 587jimdo.com 1063 stadelahly.com 1023 rwa2an.org 1020 wikiwaw.com 453dafatir.net 1054 gornalak.com 941 akhbar-misr.com 1007 elahmad.com 441carsemsar.com 933 etl3mnrasi.com 837 shbabelyom.com 923 kataeb.org 428kermalkom.com 924 mobileapp::2-com.mosalsalati 822 mz-mz.net 908 yabiladi.com 414al-tagheer.com 880 alamiya.org 702 yemensaeed.com 797 ustream.tv 360blogspot.fr 858 saadahpress.net 654 sahafah.net 786 dalil-rif.com 314akhersa3a.com 843 masrmotors.com 645 blogspot.co.uk 769 thaqf-nfsk.com 266nakshaat.com 654 egypty.com 566 aljumhor.net 658 banatmodern.com 253kermalkom.com 616 reyada.com 511 shbabelyom.com 604 9ori.com 252zamalektoday.com 576 speedym.com 495 moroccoeyes.com 502 xn----ymcae0df5a6fo.com 242a5barasrar.com 464 koora.com 440 real.com 458 al3ab24.com 214jimdo.com 449 souss24.com 399 iraqim.com 433 fildonia.com 178tagged.com 442 assdae.com 383 konyonsa.com 360 sat213.com 167l7al9a.net 435 stadelahly.com 368 addiwannews.com 349 aljamaheir.net 167jordansun.com 319 elnogooom.com 343 ilmaroc.org 325 bayanonline.com 162

•Where do you go from here?

•Plot your customers on a graph

•Plot your customers on a graph•Draw a line where the head ends and the tail begins

100000

bbc.co.uk wikimapia.org kermalkom.com jordansun.com boxzik.org jothoor.com q8rashaqa.com 123people.com fkihbensalah.net

100000

bbc.co.uk wikimapia.org kermalkom.com jordansun.com boxzik.org jothoor.com q8rashaqa.com 123people.com fkihbensalah.net

•Campaign 1 plotted on a graph

Campaign Total Impressions

80% Top Campaigns Forming 80%

1 202,564 162,051.2 82 114,484 91,587.2 143 488,112 390,489.6 34 497,865 398,292 2 - 3

•Find out how many customers are responsible for 80% of results

Campaign Total Impressions

80% Top Campaigns Forming 80%

1 202,564 162,051.2 82 114,484 91,587.2 143 488,112 390,489.6 34 497,865 398,292 2 - 3

•Top sites for each campaign: 8, 14, 3, 3

Search and Search Partners

Search Partners

• Search engines using Google technology• Sites having a custom search powered by Google

• Automated way for publishers to “sell” advertising on their site

• Publishers place a piece of code on pages and Google automates the process of bidding, placement, pricing, payments, etc…

Content (Display) Network

Types of Ads

• Text• Image• Display Ad Builder• Video• Mobile (web)• Mobile (call)

Text Ads

• Headline: 25 characters• Description Line 1 & 2: 35 characters• Display URL: 35 characters• Destination URL: 1,024 characters

–Destination and display URLs can be different, but the domain has to be the same

Image Ads

Formats: gif, jpg, png, swf Sizes: 468 x 60 Banner 728 x 90 Leaderboard 250 x 250 Square 200 x 200 Small square 336 x 280 Large rectangle 300 x 250 Inline rectangle 120 x 600 Skyscraper 160 x 600 Wide skyscraper

Display Ad Builder

• Customize your own ad online80

• Automatic resizing for all available sizes

Video Ads (Click to Play)

Mobile Ads – Smart Phones

WAP Text Ads

WAP Image Ads

Account Structure

• Campaigns• Ad groups• Ads • Keywords • Destination URLs• Bids

AdWords Account Structure

Website1.com

Restaurants

Order Online

Great Deals from great restaurants. Order nowWebsite.com/orders

Unbeatable Prices from great restaurants. Order nowWebsite.com/orders

Order foodFood onlineOrder pizza

Bids Destination URLs

Information

Concerts

Rock Concerts

Account

Campaigns

Ad Groups

Ads & Keywords

Account

• One Google account

• Accessible / manageable by several accounts

• Different access levels•Admin

• Standard

•Read Only

• Email Only

Campaign (Settings)

• Parameters under which ads/keywords/ad groups function–Language–Network(s)–Geography–Daily Budget–Device–Scheduling

Language Targeting

Make sure you only target people who will be able to read your content, watch out for languages that use similar scripts

Language Targeting

Make sure you only target people who will be able to read your content, watch out for languages that use similar scriptsKeywords may have different meanings (e.g. British vs. American English)

Language Targeting

Make sure you only target people who will be able to read your content, watch out for languages that use similar scriptsKeywords may have different meanings (e.g. British vs. American English)Ad text can produce different responses

Geographical Targeting

Time of the Day / Day of the Week

Campaign Best Practices

• Use a consistent naming convention–Make sure campaign name includes as many useful

parameters as possibleE.g. AR-Mob-GCC-Used Cars Search EN-Mob-GCC-Used Cars Search EN-Mob-GCC-Used Cars Display

• Separate search and content (display) • Separate PCs and mobiles

Ad Groups

• Groups of ads that appear to any of a group of keywords

Keywords: used carsbuy used carsused cars for sale used car dealers

Ad Group Best Practices

• Keywords as closely related to each other as possible

• Always test more than one ad• Make sure you have a good relevant landing

page(s) for each ad group

Keyword Match Types

Exact: [coffee beans]

Keyword Match Types

Exact: [coffee beans]Will only show ads if and only if the exact string of

characters is searched for

Keyword Match Types

Phrase match: ‘coffee beans’

Keyword Match Types

Phrase match: ‘coffee beans’Exact string with other keywords before or after

Keyword Match Types

Phrase match: ‘coffee beans’Exact string with other keywords before or after Coffee beans shop, buy coffee beans, get coffee

Keyword Match Types

Modified Broad Match: coffee +brew

Keyword Match Types

Modified Broad Match: coffee +brewSimilar keywords using the same stem

Keyword Match Types

Modified Broad Match: coffee +brewSimilar keywords using the same stemBrewing, brewer, brewery, breweries

Keyword Match Types

Broad match: coffee beans

Keyword Match Types

Broad match: coffee beansSimilar keywords, plurals, variations, synonyms

Keyword Match Types

Broad match: coffee beansSimilar keywords, plurals, variations, synonymsCoffee bean, great coffee bean shop, coffee shop

Keyword Match Types

Broad match: coffee beansSimilar keywords, plurals, variations, synonymsCoffee bean, great coffee bean shop, coffee shop

Negative: -cappuccino Helps make sure you are eliminating content you

don’t have

Writing Effective Ads

Ads relevant to specific keywordsFeaturesBenefits Calls to actionUsing keywords in adsTest different landing pages

Ads Relevant to Keywords

Each ad group should be focused on a topic

Ads should communicate messages specifically according to keywords

Benefits

BenefitsMain point of interest

BenefitsMain point of interestThey are what your product achieves for the user

BenefitsMain point of interestThey are what your product achieves for the userThey are what users care about

Examples: feeling good about themselves (loosing 10kg), feeling safe on the road (air bags), securing a good future for your kids (good ROI on investment plan), etc…

Features

How your product helps me achieve the benefits

Features

How your product helps me achieve the benefitsSpecific evidence about your product

Features

How your product helps me achieve the benefitsSpecific evidence about your productPoints of differentiation

Features

Examples: 32” screen, 8MP camera, ABS breaks, real leather shoes, etc…

Calls to Action

Leads user to a specific thing to do

Calls to Action

Leads user to a specific thing to doGenerates enthusiasm in the moment

Calls to Action

Leads user to a specific thing to doGenerates enthusiasm in the momentFilters users

Calls to Action

Examples: register now, buy immediately, signup for our newsletter, share with your friends, join the community, etc…

AdWords Campaign Strategies (summary)

TargetingKeywords GeographyLanguage Keyword match typeTime of day / Day of

week Search / search partnersContent: automatic and

managedDevicesDemographics

Effective AdsAds relevant to specific keywordsFeaturesBenefits Calls to actionUsing keywords in adsTest different landing

MeasurmentCTRCost per conversionAnalytics Post-click performance

Thank You

Elias DabbasSlideshare.net/eliasdabbas

elias@media-supermarket.com+971 55 953 18 26

online marketing - forward to basics

page visits total visits

page visits visits

conversions visits

ratio ctr number of

rate cpc conversionscpm

impressions clicks14wednesday

page number of times

ad impressions number

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