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Internet Marketing

CMA Advisors ConferenceJuly 2014Corey Cleekcorey@uloop.comcorey.m.cleek@vanderbilt.edu

Saturday, August 9, 2014

Why is Internet Marketing important?

Ad Spending and Ad Rates By Type

Where I Get Traffic - Paid Search

Where I Get Traffic - Natural Search

Where I Get Traffic - Social Media

Where I Get Traffic - Content Marketing

Where I Get Traffic - Email

Where I Get Traffic - Display Advertising

Where I Get Traffic - Traditional Advertising

Where I Send Traffic - Direct Advertisers

Where I Send Traffic - Google Ad Network

Where I Send Traffic - Content Ad Network

How I Make Money - E-Commerce

How I Make Money - Display Advertising

How I Make Money - Google Ad Network

How I Make Money - Content Ad Network

How I Make Money - Subscriptions

How I Get Better - Web Analytics

How I Get Better - Research

How I Get Better - Website & Usability Testing

How I Get Better - A/B Testing

HeadlinesCall to Action

Search Engine Optimization (SEO)

SEO Best Practices

- Linking (Internal / External)

- URL Optimization

- Meta-Data Optimization

- Page Content Optimization

Linking (Internal)

Linking (External)

URL Optimization

Meta-Data OptimizationMeta-Description Meta-KeywordsMeta-Title

Page Content Optimization

SEO Best Practices

- Linking (Internal / External)

- URL Optimization

- Meta-Data Optimization

- Page Content Optimization

Paid Search Engine Marketing

Paid Search Overview

- Keyword Selection

- Creative Development

- Landing Page Optimization

- Bidding Strategy

Keyword Selection

Creative Development

Landing Page Optimization

Bidding Strategy

Paid Search Overview

- Keyword Selection

- Creative Development

- Landing Page Optimization

- Bidding Strategy

Display Advertising

- CPM (Cost per thousand impressions)- CPC (Cost per click)- CPA (Cost per action)

How Display Advertising is Priced

- Direct from Publisher- Self-Service Display Ad Network (ie. Google)- Real-Time Bidding Display Ad Exchanges

Where to Buy Display Advertising

- 300 x 250 (Medium Rectangle)- 728 x 90 (Leaderboard)- 160 x 600 (Wide Skyscraper)- 180 x 150 (Rectangle)

Most Common Display Ad Sizes

Facebook Advertising

Twitter Advertising

(Good for sharing content, building awareness, offering deals)

(Good for user discovery, product releases, big events)

(Good for mass awareness, product launches, brand building by association)

Promoted Tweet

Promoted Account

Promoted Trend

LinkedIn Advertising

Payment Options

Targeting Options Targeting Examples

Ad Placement

Google Analytics

- Traffic Overview

- Traffic Sources

- Site Traffic Distribution

- Site Speed

- Site Search

- Goal Flow

Traffic Overview

Traffic Sources

Site Traffic Distribution

Site Speed

Site Search

Conversion Goal Flow

Google Analytics

- Traffic Overview

- Traffic Sources

- Site Traffic Distribution

- Site Speed

- Site Search

- Goal Flow

internet marketingbloximages.newyork1.vip.townnews.com/collegemedia.org/...internet marketing cma...

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