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    This document provides an introduction to paid online marketing. It discusses the importance of paid marketing and sets objectives for an iTunes India case study. The agenda includes discussing marketing goals, pricing models, methods of online advertising like search, display, social, and email marketing. It covers measurement and analytics, budget allocation, and provides examples analyzing the effectiveness of ads, keywords, and sources. The goal is to help attendees identify appropriate marketing methods and tools to achieve their objectives and optimize campaigns.

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    This document provides an introduction to paid online marketing. It discusses the importance of paid marketing and sets objectives for an iTunes India case study. The agenda includes discussing marketing goals, pricing models, methods of online advertising like search, display, social, and email marketing. It covers measurement and analytics, budget allocation, and provides examples analyzing the effectiveness of ads, keywords, and sources. The goal is to help attendees identify appropriate marketing methods and tools to achieve their objectives and optimize campaigns.

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    34 views81 pages

    Introduction To Paid Online Marketing

    Uploaded by

    manishk_47
    This document provides an introduction to paid online marketing. It discusses the importance of paid marketing and sets objectives for an iTunes India case study. The agenda includes discussing marketing goals, pricing models, methods of online advertising like search, display, social, and email marketing. It covers measurement and analytics, budget allocation, and provides examples analyzing the effectiveness of ads, keywords, and sources. The goal is to help attendees identify appropriate marketing methods and tools to achieve their objectives and optimize campaigns.

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    of 81

    Introduction to Paid Online Marketing

    Vaibhav Arya
    Amit Klein
    March ‘10
    #isbsm
    Who are we?
    Vaibhav & Amit

    [email protected] [email protected]
    Why is Paid Marketing Important?
    Goals
    At the end of today you should be able to:
    - identify your marketing objectives
    - determine which methods/tools are best to achieve
    them
    - measure your results / calculate ROI
    - and optimize your campaigns
    Agenda
    - Marketing Goals
    - Pricing & Terminology
    - Methods of Online Advertising
    - Measurement & Analytics
    - Budget Allocation
    - Q&A
    Introduction
    Case Study – iTunes India
    You are the marketing manager responsible for
    launching the iTunes store in India

    - What are your objectives?


    - How can you go about achieving those objectives?
    Objectives - Branding
    Objectives - Branding
    Objectives - Performance
    Objectives - Performance
    Marketing Funnel

    http://adamhcohen.com/wp-content/uploads/New-Marketing-Funnel1-300x294.jpg
    Pricing Models
    Publisher Low
    Fixed Cost / Friendly Tech
    Fixed Duration

    CPM

    CPC

    CPA

    Advertiser Tech
    Friendly Intensive
    Terminology & Pricing
    Terminology
    • Impression – A single appearance of an advertisement on
    a web page.

    • CTR – Click Through Rate - The number of people who


    clicked your ad divided by the number of people who
    viewed it.

    • Goal – An action performed on your site (download,


    checkout, registration, etc…)

    • Conversion Rate – The number of people who completed


    a goal divided by the total number of visitors to your site
    Pricing Models
    • Fixed Cost / Fixed Duration

    • CPM - Cost per 1000 Impressions

    • CPC - Cost per Click

    • CPA - Cost per Action - The advertiser pays a fixed


    amount for each specified action linked to the ad. Action
    could be a form submission, a sale (CPS) a lead (CPL) etc.
    Methods of Advertising Online
    List of Methods & Tools
    • Search Ads - Google, Yahoo, MSN
    • Display Ads – DoubleClick, Right Media Exchange
    • Social Ads – FB, Orkut, LinkedIn
    • Email Marketing – Blue Sky Factory, EmailBrain
    • Affiliate – Amazon, Commission Junction
    Search Engine Marketing
    Search Ads
    • Goals: Consideration / Conversion
    • Control: Keyword, geography, demographic, time, budget
    • Measure: Impressions, clicks, cost, revenue
    • Limitations: Placement, competition/expensive, obscured
    How does Google know which ads to
    display next to search results?
    Google Adwords Demo
    • Targeting based on keyword, geography,
    demographic, time.
    • Search vs. Content network
    • Bidding (Auto vs. Manual)
    • Pricing (US vs. India)
    Google Adwords Demo
    Google Adwords Demo
    Search - Keywords
    • Identifying - http://www.google.com/sktool/
    • Estimating -
    https://adwords.google.com/select/TrafficEstimatorS
    andbox
    Impression Share
    What should you do with all those
    ad clicks?
    Landers meet various goals
    – Capture a lead
    – Simplify the buying process
    – Lead directly to the product
    advertised
    – Ensure trials

    Good for sites where people


    do not need a greater level
    of information before they
    sign up. It’s very important
    to cater to the specific case
    at hand
    Display Advertising
    Display Advertising
    Display Advertising
    All Shapes and Sizes
    All Shapes and Sizes
    Display Advertising
    • Goals:
    • Awareness
    • Brand Positioning
    • Can also be used for conversion
    Display Advertising
    • Branding Oriented

    • Positioning is important:
    • Premium Inventory
    • Remnant Inventory
    Premium Inventory
    Remnant Inventory
    Exchanges and Networks
    • Networks aggregate Publishers and Advertisers

    • Exchanges aggregate Networks


    Display Advertising
    • Control:
    Where the ad is shown
    -Sources
    Who do you show it to
    -Demography
    What are the persons
    interests? What else has
    he seen? What has he
    been searching for?
    - Behavior / Intent
    Display Advertising
    • Measures:
    • Total number of visitors who see the ad
    • Total number that click through

    • Cost per Unique Visitor:


    • Cost per impression is a proxy
    • Doesn’t compensate for frequency (one
    person may see the ad multiple times)
    Different Objectives Different Metrics

    Advertiser Imps Clicks Conversions Click rate (%) Conversion Cost Cost eCPM
    rate by
    clicks(%)

    Advertiser #1 13,594,753 331,888 13,478 2.44 4.06 6,819.95 0.5

    Advertiser #2 10,103,536 45,682 939 0.45 2.06 24,167.53 2.39

    Advertiser #3 7,225,860 143,455 2,155 1.99 1.5 4,287.46 0.59

    Advertiser #4 6,970,203 141,678 1,252 2.03 0.88 476.9 0.07

    Advertiser #5 6,139,134 150,030 2,717 2.44 1.81 2,396.03 0.39

    Advertiser #6 5,940,754 105,473 1,145 1.78 1.09 2,743.26 0.46

    Advertiser #7 5,703,385 163,875 1,664 2.87 1.02 3,890.97 0.68


    Email Marketing
    Email Marketing – EmailBrain
    • Goals: Conversion / Loyalty
    • Control: Segmentation, frequency, message / look &
    feel
    • Measure: Opens, clicks, unsubscribe, forwards
    • Limitations: Reach
    Email Marketing – EmailBrain
    Email Marketing – Analytics
    Social Ads
    Social Ads
    • Goals: Awareness / Consideration
    • Control: Demographic, message, budget
    • Measure: Impressions, clicks, cost, revenue
    • Limitations: Low click through rate, people don’t go
    to social networks to buy
    Social Ads - Facebook
    Social Ads - Facebook
    Social Ads - Facebook
    Affiliate Marketing
    Affiliate Marketing
    Affiliate: Outsourced Sales Force
    Affiliate Marketing
    • Networks
    • TradeDoubler
    • CommisionJunction
    Affiliate Marketing
    • Goals
    • Conversion / Sales
    • Control
    • Can you think of any?
    • Measures
    • Impressions
    • Clicks
    • Conversions
    • Limitation
    • Loss of control over affiliate choice
    • Brand conflict positioning
    • Gaming the system
    • Expensive to setup
    Goal Measurement
    Goals - Awareness
    Goals - Consideration
    Leads received:
    • Creating an iTunes account
    • Playing snippits of a song / video
    • Browsing the iTunes store
    Goals - Conversion
    Goals - Conversion
    Goals - Loyalty
    Goals - Loyalty
    Destroy Competition:
    Budget Allocation
    Example #1 – Ad effectiveness
    Example #1 – Ad effectiveness

    Ad Impressions Clicks Cost

    Music 274,747 2,413 $1,042.56

    iTunes 21,075 733 $339.28

    Movies 34,404 243 $157.13


    Example #1 – Ad effectiveness

    Ad Impressions Clicks Cost CTR CPC eCPM

    $3.79
    Music 274,747 2,413 $1,042.56 0.88% $0.43

    iTunes 21,075 733 $339.28 3.48% $0.46 $16.10

    Movies 34,404 243 $157.13 0.71% $0.65 $4.57


    Example #1 – Ad effectiveness

    Ad Impressions Clicks Cost CTR CPC eCPM Revenue

    Music 274,747 2,413 $1,042.56 0.88% $0.43 $3.79 $4,246.88

    iTunes 21,075 733 $339.28 3.48% $0.46 $16.10 $2,052.40

    Movies 34,404 243 $157.13 0.71% $0.65 $4.57 $21.87


    Example #1 – Ad effectiveness

    Ad Impressions Clicks Cost CTR CPC eCPM Revenue RPC ROI

    Music 274,747 2,413 $1,042.56 0.88% $0.43 $3.79 $4,246.88 $1.76 306.53%

    iTunes 21,075 733 $339.28 3.48% $0.46 $16.10 $2,052.40 $2.80 503.85%

    Movies 34,404 243 $157.13 0.71% $0.65 $4.57 $21.87 $0.09 -85.38%
    Example #2 – Keyword Effectiveness
    Keyword Impressions Clicks Cost CTR CPC CPM Revenue RPC ROI

    movies 219,274 656 $284.34 0.30% $0.43 $1.30 $32.80 $0.05 -87.70%

    music 62,469 391 $384.48 0.63% $0.98 $6.15 $1,102.62 $2.82 186.38%

    itunes 30,470 385 $182.11 1.26% $0.47 $5.98 $500.50 $1.30 174.37%

    music
    downloads 15,286 199 $121.42 1.30% $0.61 $7.94 $19.90 $0.10 -83.54%

    movie
    downloads 12,185 222 $77.93 1.82% $0.35 $6.40 $102.12 $0.46 30.84%

    kanye west
    music 4,779 176 $61.17 3.68% $0.35 $12.80 $0.00 $0.00 -100.00%

    a. r. rehman
    download 3,516 218 $65.18 6.20% $0.30 $18.54 $163.50 $0.75 149.89%

    twilight dvd 9,446 148 $66.08 1.57% $0.45 $7.00 $828.80 $5.60 1154.12%
    Example #3 – Source Effectiveness
    Impressions Clicks Cost Revenue Average Order Size Conversion Rate Per Visit Value

    Direct N/A 27,244 0 $12,795.81 $8.15 5.76% $.47

    $6,019.56
    Google 2,713,257 11,709 $2,597.26 $6.98 3.33% $.22

    Facebook 2,221,666 1,333 $253.27 $150.81 $5.32 0.23% $.01

    Email 26,796 1,964 $400.00 $710.65 $7.32 4.94% $.36

    Display 106,454 2,342 $95.40 $106.21 $5.15 2.70% $.05

    Affiliate 52,324 806 $142.08 $710.65 $10.46 3.85% $.40


    Conclusion
    Conclusion
    When planning a marketing campaign:
    - Define criteria and how you will measure success
    - Get historical data
    - If not possible: execute small tests
    - Iterate and optimize constantly
    - Use analytics data to develop insights
    Group Project Update
    Group Project
    Two components
    • Social Media campaign
    • proposals due today
    • Adwords Campaign
    • Drive traffic to atmamumbai.org
    • Each team will get $320/teams in Adwords
    Credits
    • Not just visitors but quality as well
    • Score = Visitors * (1 – Bounce Rate)
    Thank You! Questions?

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