online marketing - forward to basics
DESCRIPTION
Online marketing skills and guidelines for the online professional, with an introduction to Google AdWordsTRANSCRIPT
Online MarketingForward to Basics
Elias DabbasMediaMe Forum - December 4, 2012
Wednesday, December 5, 12
Main Online Measures / Metrics
Visits
CPA
CPCCPM
Click-Through Ratio (CTR)
Ad Impressions
Unique Visitors
Conversions
Bounce Rate
Page Views
2
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Page Views
Number of times a page was served / “viewed”
heat map, showing the eye fixations on the page
3
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Number of times an ad was served “viewed”Same as page views, usually used for ads (usually >1 impression per page)
Ad Impressions
4
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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:
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Pages / Visit
Average page views per visit Total page views ÷ total visits
6
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Bounce Rate
7
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Bounce Rate
• Number of single-page visits (visits with 1 page view)
7
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Bounce Rate
• Number of single-page visits (visits with 1 page view)• 1-page visits ÷ Total visits = Bounce Rate
7
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Click-Through Ratio (CTR)
8
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Click-Through Ratio (CTR)
• Number of clicks on a banner / text ad / link etc. compared to total views (impressions)
8
Wednesday, December 5, 12
Click-Through Ratio (CTR)
• Number of clicks on a banner / text ad / link etc. compared to total views (impressions)
• Clicks ÷ Impressions = CTR8
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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
9
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CPx
• CPC: cost per click
• CPM: cost per 1,000 impressions
• CPL: cost per lead
• CPA: cost per action (acquisition)
10
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Conversions
Conversions
11
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Conversions
• Conversions: actions you want people to complete on your site. Example: purchases, registrations, download a file, contact us, etc
Conversions
11
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Conversions
• Conversions: actions you want people to complete on your site. Example: purchases, registrations, download a file, contact us, etc
Conversions
11
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Conversions
• Conversions: actions you want people to complete on your site. Example: purchases, registrations, download a file, contact us, etc
• Conversions ÷ Visits (or UVs) = Conversion Rate
Conversions
11
Wednesday, December 5, 12
Visits
CPA
CPCCPM
Click-Through Ratio (CTR)
Ad Impressions
Unique Visitors
Conversions
Bounce Rate
Page Views
12
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Campaign Lifecycle
13
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14
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1,000,000 impressions
14
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1,000,000 impressions
14
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1,000,000 impressions
20,000 clicks
14
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1,000,000 impressions
20,000 clicks
14
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1,000,000 impressions
20,000 clicks
400conversions
14
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• Total Spend: $10,000
1,000,000 impressions
20,000 clicks
400conversions
14
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• Total Spend: $10,000• CTR• Conversion Rate• CPM • CPC• CPA
1,000,000 impressions
20,000 clicks
400conversions
15
Wednesday, December 5, 12
• Total Spend: $10,000• CTR: 20,000 / 1,000,000 = 2%• Conversion Rate• CPM• CPC• CPA
1,000,000 impressions
20,000 clicks
400conversions
16
Wednesday, December 5, 12
• Total Spend: $10,000• CTR: 20,000 / 1,000,000 = 2%• Conversion Rate• CPM• CPC• CPA
1,000,000 impressions
20,000 clicks
400conversions
17
Wednesday, December 5, 12
• Total Spend: $10,000• CTR: 20,000 / 1,000,000 = 2%• Conversion Rate: 400 / 20,000 = 2%• CPM• CPC• CPA
1,000,000 impressions
20,000 clicks
400conversions
18
Wednesday, December 5, 12
• Total Spend: $10,000• CTR: 20,000 / 1,000,000 = 2%• Conversion Rate: 400 / 20,000 = 2%• CPM• CPC• CPA
1,000,000 impressions
20,000 clicks
400conversions
19
Wednesday, December 5, 12
• 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
1,000,000 impressions
20,000 clicks
400conversions
20
Wednesday, December 5, 12
• 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
1,000,000 impressions
20,000 clicks
400conversions
21
Wednesday, December 5, 12
• 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
1,000,000 impressions
20,000 clicks
400conversions
22
Wednesday, December 5, 12
• 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
1,000,000 impressions
20,000 clicks
400conversions
23
Wednesday, December 5, 12
• 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
1,000,000 impressions
20,000 clicks
400conversions
24
Wednesday, December 5, 12
• 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
1,000,000 impressions
20,000 clicks
400conversions
25
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“Digital Media”
What industry doyou work in?
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Digital - Non Digital
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“Digital” “Media”
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Digital
Online (Internet)
Digital > OnlineDigital can be offline
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“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
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Media
Marketing
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Digital Media
Online Marketing
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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
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Start End
Planning Buying Reporting
Media Planning / Buying
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Plan
implement
Optimize Test
Change
Continuous processTesting / optimization are essential parts
Flexible / muddling through strategy
Campaign / Account Management
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Demographics
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Baby Products Target AudienceWednesday, December 5, 12
Would you target these people for baby products?
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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
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The Power of Content(Contextual Advertising /
Targeting)
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How might a user end up on a certain page?
41
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Directly entering URL
42
You know where you are going
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Clicking on a search result / ad
43
You know where you are going
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Clicking on an ad
44
You know where you are going
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Clicking on a text link
45
You know where you are going
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Exceptions
46
Misleading text / adClicking by mistake
Extremely impulsive users
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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
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Targeting the Home Page
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Extremely diverse set of interestsYou cannot know what the user is
intending to do now
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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
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- 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
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“Awareness”
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Do you know the iPad?
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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
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Do you know website XYZ?
54
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
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Do you know Jordan?
55
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
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Person D:
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• 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
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Awareness
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Awareness
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• Cannot be treated as one thing
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Awareness
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• Cannot be treated as one thing• Not all ‘awarenesses’ are equal
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Awareness
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• Cannot be treated as one thing• Not all ‘awarenesses’ are equal• It makes sense to invest more in deeper
awareness (you get multiple rewards)
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Awareness
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• 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
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Generate Awareness for New Pizza
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Option 1:
Spend $50,000 on billboard campaign to “raise awareness”
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Generate Awareness for New Pizza
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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
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Option 2
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Option 2
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•Utilize existing call center
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Option 2
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•Utilize existing call center•Minimal additional cost of producing the pizza
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Option 2
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•Utilize existing call center•Minimal additional cost of producing the pizza•You give loyal customers a reason to love you
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Option 2
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•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...
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Option 2
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•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
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Option 2
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•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
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Media Evaluation
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Wednesday, December 5, 12
Media Evaluation
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Which one is the best?
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Media Evaluation Campaign Evaluation
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Above average
Below average
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Media Evaluation Campaign Evaluation
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Keep the good and stop the bad. Repeat
Above average
Below average
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Campaign Evaluation
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Campaign Evaluation
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•Averages across the account are dangerous
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Campaign Evaluation
63
•Averages across the account are dangerous
•Go deeper to averages per campaign, ad version, ad size etc, and optimize accordingly
Wednesday, December 5, 12
Campaign Evaluation
63
•Averages across the account are dangerous
•Go deeper to averages per campaign, ad version, ad size etc, and optimize accordingly
•Keep guidelines in mind but decide based on results
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Ranking / “Top 10”
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Wednesday, December 5, 12
Ranking / “Top 10”
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•How do you prioritize your campaigns, keywords, placements, countries, customers, etc?
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Ranking / “Top 10”
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•How do you prioritize your campaigns, keywords, placements, countries, customers, etc? •Do you focus on the top 3, 5, 10, 25 ??
Wednesday, December 5, 12
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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
Wednesday, December 5, 12
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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?
Wednesday, December 5, 12
66
Wednesday, December 5, 12
66
•Plot your customers on a graph
Wednesday, December 5, 12
66
•Plot your customers on a graph•Draw a line where the head ends and the tail begins
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0
25000
50000
75000
100000
bbc.co.uk wikimapia.org kermalkom.com jordansun.com boxzik.org jothoor.com q8rashaqa.com 123people.com fkihbensalah.net
Wednesday, December 5, 12
67
0
25000
50000
75000
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
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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
Wednesday, December 5, 12
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•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
Wednesday, December 5, 12
69
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
Wednesday, December 5, 12
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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
•Top sites for each campaign: 8, 14, 3, 3
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Search and Search Partners
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Search Partners
• Search engines using Google technology• Sites having a custom search powered by Google
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• 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
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Content (Display) Network
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Types of Ads
• Text• Image• Display Ad Builder• Video• Mobile (web)• Mobile (call)
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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
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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
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Display Ad Builder
• Customize your own ad online80
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• Automatic resizing for all available sizes
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Video Ads (Click to Play)
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Mobile Ads – Smart Phones
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WAP Text Ads
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WAP Image Ads
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Account Structure
• Campaigns• Ad groups• Ads • Keywords • Destination URLs• Bids
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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
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Account
• One Google account
• Accessible / manageable by several accounts
• Different access levels•Admin
• Standard
•Read Only
• Email Only
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Campaign (Settings)
• Parameters under which ads/keywords/ad groups function–Language–Network(s)–Geography–Daily Budget–Device–Scheduling
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Language Targeting
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Language Targeting
Make sure you only target people who will be able to read your content, watch out for languages that use similar scripts
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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)
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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
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Geographical Targeting
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Time of the Day / Day of the Week
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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
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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
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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
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Keyword Match Types
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Keyword Match Types
Exact: [coffee beans]
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Keyword Match Types
Exact: [coffee beans]Will only show ads if and only if the exact string of
characters is searched for
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Keyword Match Types
Exact: [coffee beans]Will only show ads if and only if the exact string of
characters is searched for
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Keyword Match Types
Exact: [coffee beans]Will only show ads if and only if the exact string of
characters is searched for
Phrase match: ‘coffee beans’
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Keyword Match Types
Exact: [coffee beans]Will only show ads if and only if the exact string of
characters is searched for
Phrase match: ‘coffee beans’Exact string with other keywords before or after
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Keyword Match Types
Exact: [coffee beans]Will only show ads if and only if the exact string of
characters is searched for
Phrase match: ‘coffee beans’Exact string with other keywords before or after Coffee beans shop, buy coffee beans, get coffee
beans
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Keyword Match Types
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Keyword Match Types
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Keyword Match Types
Modified Broad Match: coffee +brew
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Keyword Match Types
Modified Broad Match: coffee +brewSimilar keywords using the same stem
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Keyword Match Types
Modified Broad Match: coffee +brewSimilar keywords using the same stemBrewing, brewer, brewery, breweries
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Keyword Match Types
Modified Broad Match: coffee +brewSimilar keywords using the same stemBrewing, brewer, brewery, breweries
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Keyword Match Types
Modified Broad Match: coffee +brewSimilar keywords using the same stemBrewing, brewer, brewery, breweries
Broad match: coffee beans
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Keyword Match Types
Modified Broad Match: coffee +brewSimilar keywords using the same stemBrewing, brewer, brewery, breweries
Broad match: coffee beansSimilar keywords, plurals, variations, synonyms
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Keyword Match Types
Modified Broad Match: coffee +brewSimilar keywords using the same stemBrewing, brewer, brewery, breweries
Broad match: coffee beansSimilar keywords, plurals, variations, synonymsCoffee bean, great coffee bean shop, coffee shop
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Keyword Match Types
Modified Broad Match: coffee +brewSimilar keywords using the same stemBrewing, brewer, brewery, breweries
Broad match: coffee beansSimilar keywords, plurals, variations, synonymsCoffee bean, great coffee bean shop, coffee shop
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Negative: -cappuccino Helps make sure you are eliminating content you
don’t have
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Writing Effective Ads
Ads relevant to specific keywordsFeaturesBenefits Calls to actionUsing keywords in adsTest different landing pages
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Ads Relevant to Keywords
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Ads Relevant to Keywords
Each ad group should be focused on a topic
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Ads Relevant to Keywords
Each ad group should be focused on a topic
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Ads Relevant to Keywords
Each ad group should be focused on a topic
Ads should communicate messages specifically according to keywords
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Benefits
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BenefitsMain point of interest
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BenefitsMain point of interestThey are what your product achieves for the user
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BenefitsMain point of interestThey are what your product achieves for the userThey are what users care about
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BenefitsMain point of interestThey are what your product achieves for the userThey are what users care about
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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…
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Features
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Features
How your product helps me achieve the benefits
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Features
How your product helps me achieve the benefitsSpecific evidence about your product
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Features
How your product helps me achieve the benefitsSpecific evidence about your productPoints of differentiation
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Features
How your product helps me achieve the benefitsSpecific evidence about your productPoints of differentiation
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Features
How your product helps me achieve the benefitsSpecific evidence about your productPoints of differentiation
Examples: 32” screen, 8MP camera, ABS breaks, real leather shoes, etc…
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Calls to Action
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Calls to Action
Leads user to a specific thing to do
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Calls to Action
Leads user to a specific thing to doGenerates enthusiasm in the moment
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Calls to Action
Leads user to a specific thing to doGenerates enthusiasm in the momentFilters users
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Calls to Action
Leads user to a specific thing to doGenerates enthusiasm in the momentFilters users
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Calls to Action
Leads user to a specific thing to doGenerates enthusiasm in the momentFilters users
Examples: register now, buy immediately, signup for our newsletter, share with your friends, join the community, etc…
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AdWords Campaign Strategies (summary)
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AdWords Campaign Strategies (summary)
TargetingKeywords GeographyLanguage Keyword match typeTime of day / Day of
week Search / search partnersContent: automatic and
managedDevicesDemographics
Wednesday, December 5, 12
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
pages
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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
pages
MeasurmentCTRCost per conversionAnalytics Post-click performance
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Thank You
Elias DabbasSlideshare.net/eliasdabbas
[email protected]+971 55 953 18 26
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