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PRIMISTA
PRIMISTA
Agenda
Agenda
Introduction to Targeted Marketing
Introduction to Targeted Marketing
Search Engines
Search Engines
What is Targeted Advertising
What is Targeted Advertising
What is Targeted Advertising
What is Targeted Advertising
Keyword Advertising
Keyword Advertising
Ad Title (25 character limit)
Ad Title (25 character limit)
Ad Distribution Networks
Ad Distribution Networks
network
network
Advertising Network Basics
Advertising Network Basics
Search query: ‘SUV’
Search query: ‘SUV’
Benefits of Targeted Ads
Benefits of Targeted Ads
What Targeted Marketing can do for Advertisers
What Targeted Marketing can do for Advertisers
The primary benefits of online advertising include: Reach Cost Timing
The primary benefits of online advertising include: Reach Cost Timing
Reach customers around the world on one platform
Reach customers around the world on one platform
Benefits of Targeted Ads: Cost
Benefits of Targeted Ads: Cost
Example: How Online Ads Can Pay for Themselves
Example: How Online Ads Can Pay for Themselves
Timing
Timing
Example: Ads Show on Relevant Content Pages
Example: Ads Show on Relevant Content Pages
Flexibility
Flexibility
Benefits of Targeted Ads: Summary
Benefits of Targeted Ads: Summary
Online Advertising Stats & Trends
Online Advertising Stats & Trends
Growth of Search: Marketers are voting with their dollars
Growth of Search: Marketers are voting with their dollars
Search Advertising is cheap and effective vs
Search Advertising is cheap and effective vs
Google contextual advertising ROI increased over 50% in 2004
Google contextual advertising ROI increased over 50% in 2004
Appendix: Basic Features of Targeted Ads
Appendix: Basic Features of Targeted Ads
Basic Features of Targeted Ads
Basic Features of Targeted Ads
CPC: cost-per-click
CPC: cost-per-click
CTR: clickthrough rate
CTR: clickthrough rate
Targeting options: you can target ads by location and language
Targeting options: you can target ads by location and language
Region/City Targeting Examples
Region/City Targeting Examples
Country Targeting
Country Targeting
Global Targeting
Global Targeting
Customized Targeting
Customized Targeting

Презентация: «PRIMISTA». Автор: Google. Файл: «PRIMISTA.ppt». Размер zip-архива: 876 КБ.

PRIMISTA

содержание презентации «PRIMISTA.ppt»
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1 PRIMISTA

PRIMISTA

ONLINE MARKETING MADE EASY

2 Agenda

Agenda

Presentation Topics: Introduction to Targeted Marketing Ad Distribution Network Primary Benefits of Targeted Marketing Online Advertising Stats and Trends Appendix: Basic Features

3 Introduction to Targeted Marketing

Introduction to Targeted Marketing

4 Search Engines

Search Engines

search engine will gather, sort & report information from the Internet, based on your topic of interest But, search engines also offers a lot more than search alone…

5 What is Targeted Advertising

What is Targeted Advertising

Your customers see your ad when they search

Your ad reaches users at the moment they demonstrate interest

6 What is Targeted Advertising

What is Targeted Advertising

Your customers see your ad when they surf Advertising Network properties

Search Engine technology places your ad on the most relevant content pages

7 Keyword Advertising

Keyword Advertising

Targeted advertising Better advertiser ROI than untargeted ads Improved user experience

8 Ad Title (25 character limit)

Ad Title (25 character limit)

Ad Text (35 character limit)

Display URL (35 character limit)

A Typical Ad

9 Ad Distribution Networks

Ad Distribution Networks

10 network

network

Other 20%

80%

Ad Distribution

The Google Network consists of Google sites & partner properties that use Google AdSense to serve AdWords ads These properties include: Search sites, content pages, newsletters, email services & discussion boards

* Source: comScore Media Metrix (September, 2004)

11 Advertising Network Basics

Advertising Network Basics

With the Network advertisers can: Reach a vast and highly-targeted audience Target ads to search results and relevant Web content Opt-in or opt-out of search and content distribution (default is opt-in for all advertisers)

12 Search query: ‘SUV’

Search query: ‘SUV’

Ad Distribution Example

Four AdWords ads under the title ‘Sponsored Links’

13 Benefits of Targeted Ads

Benefits of Targeted Ads

14 What Targeted Marketing can do for Advertisers

What Targeted Marketing can do for Advertisers

Advertising online can help an advertiser meet many objectives Determining, measuring, and tracking metrics helps ensure success

Generate awareness Build brand Educate prospects

Targeted impressions Qualified visits your website Depth of involvement

Generate leads Identify prospects

Request for proposals Coupon downloads Newsletter registrations Email address opt-ins

Sales conversions = $$$ Lower cost per lead/sale

Customer acquisition Sales

Objective

Example Success Metrics

15 The primary benefits of online advertising include: Reach Cost Timing

The primary benefits of online advertising include: Reach Cost Timing

Flexibility

Benefits of Targeted Ads

16 Reach customers around the world on one platform

Reach customers around the world on one platform

Search Engines Reach Global Markets

customers search online in over 100 languages

Sources: Measured by Media Metrix and NetRatings (September 2004); “2005 Web Globalization Report Card,” Byte Level Research (November 2004)

17 Benefits of Targeted Ads: Cost

Benefits of Targeted Ads: Cost

No minimum spend You choose your own maximum daily spending limit (daily budget) Choose how much you want to spend per click for every keyword Pay Google for users who click on your ad More cost-effective than Yellow Pages, Banner Ads & Direct Mail* Conversion tracking = real-time return-on-investment data

** U.S. Bancorp Piper Jaffray, New Methods in Search Marketing: Contextual Advertising and Other Evolutions (Safa Rashtchy), June 2004

18 Example: How Online Ads Can Pay for Themselves

Example: How Online Ads Can Pay for Themselves

$1,000 initial investment

Increase revenue by reinvesting profit

$1.00 CPC ? 1,000 clicks

10% conversion rate = 100 sales

Average sale = $100

$1K investment returns $10K in sales

Reinvest profits, increase budget

19 Timing

Timing

Benefits of Targeted Ads: Timing

Ads are continuously matched to Internet users’ interests Ads are placed as buying decisions are made The Result: You reach your audience at the right time, with the right message

20 Example: Ads Show on Relevant Content Pages

Example: Ads Show on Relevant Content Pages

Your customers see your ad when they surf relevant Network properties

Google and Yahoo technology places your ad on the most relevant content pages

21 Flexibility

Flexibility

Benefits of Targeted Ads: Flexibility

See your ads quickly Optimize and change your ads continually to increase ROI Target multiple locations and languages

22 Benefits of Targeted Ads: Summary

Benefits of Targeted Ads: Summary

Reach Access Internet users worldwide Cost Low costs for high ROI Pay only when users click on your ads Timing Ads are seen by users looking to purchase Reach your audience at the right time, with the right message Flexibility Start advertising quickly You can target ads to the specific location & language of your customers

23 Online Advertising Stats & Trends

Online Advertising Stats & Trends

24 Growth of Search: Marketers are voting with their dollars

Growth of Search: Marketers are voting with their dollars

Search Now the Largest Share of Online Ads

% Online Advertising Revenue

Search now the most dominant form of online advertising Nearly 3x growth in since start of 2003 35 searches per user per month in U.S. 73% search penetration

Search

Classifieds

Banners

Other

Rich Media

Sponsorships

Source: Interactive Advertising Bureau, PricewaterhouseCoopers (September 2004); comScore (October 2004)

25 Search Advertising is cheap and effective vs

Search Advertising is cheap and effective vs

other ad methods

Search Advertising is Far More Cost Effective

40% Search

* U.S. Bancorp Piper Jaffray, New Methods in Search Marketing: Contextual Advertising and Other Evolutions (Safa Rashtchy), June 2004

26 Google contextual advertising ROI increased over 50% in 2004

Google contextual advertising ROI increased over 50% in 2004

=

Benefits of Online Advertising: High ROI

2004 Product Launches

April – Launch of SmartPricing Aug & Oct – Ads Quality Enhancements 2004 – Google continued to grow its content distribution network

+ 50%

Advertiser ROI has been steadily increasing throughout the year as Google has launched new targeting features and an automatic CPC discounting mechanism

ROI Index *

Content Traffic Continues to Grow

Ads Quality Launch #2

Ads Quality Launch #1

SmartPricing

Data Provided by:

* ROI index uses anonymous Atlas and Google customer conversion data. Growth in ROI is tracked against 2003 ROI index

27 Appendix: Basic Features of Targeted Ads

Appendix: Basic Features of Targeted Ads

28 Basic Features of Targeted Ads

Basic Features of Targeted Ads

The basic features of Targeted Ads include:

Cost-per-click pricing Ad impressions & click-through rates Language & location targeting

29 CPC: cost-per-click

CPC: cost-per-click

Basic Definition: CPC

Click: The action a user takes to select your ad and be taken to your website. Google charges the advertiser when a user clicks on your ad

A sample ad

The Destination Website

30 CTR: clickthrough rate

CTR: clickthrough rate

Basic Definition: CTR

Impression: The appearance of your ad on a search engine or one of their partner sites

31 Targeting options: you can target ads by location and language

Targeting options: you can target ads by location and language

Regional/Local, Country, Global & Customized Targeting Roughly 40 different language targeting options to choose from

Benefits of online marketing – Location & Language Targeting

32 Region/City Targeting Examples

Region/City Targeting Examples

When should you use regional targeting?

Example: you have local flower shops in the San Francisco Bay Area Example: you run a restaurant in Chicago

33 Country Targeting

Country Targeting

When should you use country targeting? Use if you have national or global customers Example: you ship to the U.S. only. Target your campaign to the U.S.

34 Global Targeting

Global Targeting

If you have a global business, give your campaigns global exposure Example: If you sell DVDs and have worldwide distribution, you should target your campaign to all countries

35 Customized Targeting

Customized Targeting

Use Customized Targeting to target highly specific areas For example, to reach customers located in an area that cannot be targeted accurately using region or city targeting Example: pizza delivery service

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