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Digital Workshop
Digital marketing is broadly under 4 sections
DISPLAY MOBILE
SEARCH SOCIAL
Ad impressions
Page views
Ad impressions
Page views are used for content and impressions for ads
Citi Ad
Landing Page The page where the user lands up after clicking the ad
Unique Visit The total no:of Unique users who arrive at a website
Technology
Method 1 Method 2
User logs into portal
Publisher
Server Publisher
User logs into portal Server
Publisher server pushes
content
SEO SEM
Paid Search
Advertising
Your message
Organic Search reaches customers
Results at the moment they
Results generated demonstrate interest
Algorithmically in what you sell
SEO Search Engine Optimization
unpaid Long term and
SEM Search Engine Management Long term & short term
continous
SEO
What the user sees
What A Spider Sees
SEM Landscape
Keywords
Home loan Target audience visit Economic times, hence ad placed there
Contextual Targeting : Basis campaign key words, ads get placed in the right context
Basis theBID
which you have
entered in the Quality
Search Engine
Management Score
system (Google
AdWords)
Factors for determining Quality Score
The historical clickthrough rate (CTR) of the keyword and the matched ad
on the Google domain
Your account history, which is measured by the CTR of all the ads and
keywords in your account
The historical CTR of the display URLs in the ad group
The quality of your landing page
The relevance of the keyword to the ads in its ad group
The relevance of the keyword and the matched ad to the search query
Your account's performance in the geographical region where the ad will
be shown
Other relevance factors
Online Planning & Buying
process
8 main phases in
the online planning Agree to the brief
process
Post-campaign Understand the
analysis market & audience
Reporting and
Online strategy
optimisation
Reporting and
Online strategy
optimisation
Market Prioritization
Target Consumer
Media Strategy i.e. GPS Star
Role of Media
Maxus global template 2014 35
Agree to the brief
Reporting and
Online strategy
optimisation
Reporting and
Online strategy
optimisation
Reporting and
Online strategy
optimisation
Channel (Site Comscores Media Trend report & Cross Visit report
Selection)
Cost Efficiency of the Based on Past learning & Historic data we assign
Plan deliverable across the plan across a common metric
Google Ad Words
Free tool. One can use his/her GMAIL id to use this
Keyword tool gives information about the volume of searches happening
around each search term
Placement Tool provides information on the placements available on content
sites
Maxus global template 2014 42
Agree to the brief
Reporting and
Online strategy
optimisation
CPM CPC
Cost per Cost per Click
Thousand
CPA
Partnerships
Cost per
&Sponsorships Acquisition
CPL
Affiliate
Cost per
Deals
Leads
Reporting and
Online strategy
optimisation
1. Individual publishers
eg: rediff, moneycontrol etc. or Ad networks like Google Network.
Reporting and
Online strategy
optimisation
Publisher provides us a report that tracks the total impression served & the total clicks received
The actual CTR is compared against the expected CTR at the time of making the plan
Case -2 ( When Double Click server is serving & tracking the ad)
Google Analytics cannot specifically tell us, which banner from which website is giving us the maximum
conversion on the site
Maxus global template 2014 50
Agree to the brief
Reporting and
Online strategy
optimisation