1 / 22

Web Marketing slide deck

Managing Internet Marketing. by Paolo Tosolini. How to get a higher placement in search engines ... Managing Internet Marketing. by Paolo Tosolini. Planning a ...

Joseph
Download Presentation

Web Marketing slide deck

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Managing Internet Marketing by Paolo TosoliniWeb Marketing Directorclick2learn.com, inc. paolo.tosolini@click2learn.comhttp://www.click2learn.com

  2. How to get a higher placement in search engines How to plan a banner ad campaign What are the web metrics that really matter Other web marketing tools Agenda

  3. Search engines facts • Only 1/6 of the searchable Web is covered • More than 85% of Web traffic comes from search engines • Only 6-7 search engines really matter • Ranking higher requires effort

  4. Types of search engines • Search engines • Rely on ‘spiders’ to index the Web • AltaVista, Excite, HotBot, Go / InfoSeek, Google, Lycos, WebCrawler • Human-compiled directories • Rely on user submissions • Yahoo, Netscape Open Directory, Snap, LookSmart, Ask Jeeves

  5. Most popular search engines YAHOO MSN LYCOS NETSCAPE GO / INFOSEEK EXCITE ALTAVISTA SNAP LOOKSMART ASK JEEVES GOTO IWON GO2NET DIRECTHIT Source: MediaMetrix and SearchEngineWatch.com - Feb-00

  6. What affects your placement in search engines • Prominence • Frequency • Weight • File names • Title • Relevancy in body text • Image ALT tags • Links • Meta tags • URL Keyword

  7. TITLE LINKS ALT IMG TAG FREQUENCY&RELEVANCY

  8. The tools • To check your position in search engines: WebPosition by FirstPlace Software ($149) RECOMMENDEDhttp://www.webposition.com/ TopDog Web Position Analyzer by TopDog ($149)http://www.topdog.com WebResults 2000 by Cibeo ($49.95)http://www.cibeo.com • To manage meta tags: TagGen by HiSoftware ($50) RECOMMENDEDhttp://www.hisoftware.com MetaBot by Watchfire ($495)http://www.watchfire.com

  9. Reference • Search Engine Watchby Internet.comhttp://www.searchenginewatch.com/ • Search Engine Forumsby Jim Wilsonhttp://www.searchengineforums.com/ • MarketPosition.comby FirstPlaceSoftwarehttp://www.marketposition.com/

  10. Planning a banner ad campaign General considerations: • Average Internet clickthrough rate: <= 1% • Pricing models: CPM (cost per thousand impressions) vs. Pay per Click • Image size: 468 x 60 pixels GIF image, max 10K • Targeted campaigns cost more than Run of Site • Banners help awareness and branding when efforts to rank high in search engines fall short

  11. Advertising networks Doubleclick Flycast AdSmart 24/7 ... • Application Service Provider model • Publishers pay around 40% commission to ad network

  12. Advertising metrics Easy to track • clickthrough rate = number of clicks / impressions i.e. 30 clicks / 1000 impressions = 0.03 (3% clickthrough rate) • cost per impression = CPM / 1000 i.e. $100 CPM / 1000 = $0.10 cost per impression • cost per clickthrough = CPM / number of clicks i.e. $100 CPM / 10 clicks = $10 cost per clickthrough Other important metrics to track • conversion rate from clickthrough to buyer, cost per buyer, net revenue per buyer • increase of brand recognition

  13. ClickthruRate Date Website Area Impressions Clicks 03/19/2000 Computer Technews 2,537 15 0.59 2.21 03/19/2000 Computers Download - Directory 4,067 90 03/19/2000 Computers Shareware 1,107 5 0.45 2.41 03/19/2000 Computers Shops - Directory 665 16 03/19/2000 Computing and Internet 3,237 38 1.17 03/19/2000 DevEdge 2,894 30 1.04 03/19/2000 Netscape Channel-General 546 9 1.65 03/19/2000 Netscape Channel-Products 457 2 0.44 03/19/2000 Netscape Channel-Servers 562 6 1.07 03/19/2000 Open Directory 1,089 11 1.01 6.41 03/19/2000 Plug Ins 4,041 259 Netscape Run of Site sample report AREAS WHERE CLICK2LEARN.COM BANNERS WERE MOST EFFECTIVE

  14. Lycos campaign case study • Purchased banners and text links associated with keywords ‘CBT’, ‘WBT’ • Tried different creative for periods of one month each • CPM = $53 • Budget = $6000 • Inventory available over 10 months = 120000 impressions

  15. The most effective banner design Clickthrough rate = 0.24% Cost per clickthrough = $22.25 PLAIN DESIGN - NO ANIMATION

  16. The most effective banner design Clickthrough rate = 0.24% Cost per clickthrough = $22.25 PLAIN DESIGN - NO ANIMATION Clickthrough rate = 3.13% Cost per clickthrough = $1.71 ANIMATED BANNER - KEYWORD SPELLED OUT

  17. The most effective banner design Clickthrough rate = 0.24% Cost per clickthrough = $22.25 PLAIN DESIGN - NO ANIMATION Clickthrough rate = 3.13% Cost per clickthrough = $1.71 ANIMATED BANNER - KEYWORD SPELLED OUT Clickthrough rate = 3.59% Cost per clickthrough = $1.59 ANIMATED BANNER - KEYWORD NOT SPELLED OUT

  18. The most effective banner design Clickthrough rate = 0.24% Cost per clickthrough = $22.25 PLAIN DESIGN - NO ANIMATION Clickthrough rate = 3.13% Cost per clickthrough = $1.71 ANIMATED BANNER - KEYWORD SPELLED OUT Clickthrough rate = 3.59% Cost per clickthrough = $1.59 ANIMATED BANNER - KEYWORD NOT SPELLED OUT Clickthrough rate = 12.46% Cost per clickthrough = $0.43 BANNER BLENDS WITH SEARCH ENGINE INTERFACE

  19. Reference • The Industry Standard http://www.thestandard.com/ • Internet Worldhttp://www.internetworld.com/ • Internet Advertising Report http://www.internetnews.com/IAR/ • AdResourcehttp://adres.internet.com/ • AdWeek Onlinehttp://www.adweek.com/ • Advertising Agehttp://www.adage.com/

  20. Web logs analysis USER’SIP ADDRESS DATE AND TIMEOF VISIT 209.246.128.127 - [11/Jul/2000:14:08:00 -0400] "GET / HTTP/1.0" 200 9003http://search.yahoo.com/search?p=asymetrix" "Mozilla/4.5 [en] (Win95; I)" BYTESTRANSFERRED USER’S BROWSERINFO REFERER SITE

  21. The tools • Log Analyzer by WebTrends ($399)RECOMMENDEDhttp://www.webtrends.com/ • Statistic Server by Media House Software ($289)http://www.mediahouse.com/ • NetIntellect by WebManage Technologies Inc. ($295)http://www.webmanage.com/

  22. Conclusions • Higher search engine ranking means higher traffic to your site • Measure your ROI on a regular basis and update your site accordingly • Save time using the appropriate tools

More Related