3. PAID TRAFFIC
1. DISPLAY AND BANNERS
DID YOU KNOW? DISPLAY ADS ARE RENOWNED FOR
LOW CLICKTHROUGH RATES. DISPLAY ADS ONLY
GAIN AROUND 1 CLICK EVERY 1000
IMPRESSIONS. SHOCKING!
BANNER ADS ARE SOMEWHAT MORE EFFECTIVE IN
SOME COUNTRIES, PARTICULARLY ASIA-PACIFIC, BUT
FIGURES ARE SIMILAR.
DISPLAY
4. PAID TRAFFIC
1. DISPLAY AND BANNERS
VARIATION IN ONLINE AD CLICK THROUGH RATES BY
AD FORMAT
DISPLAY
5. PAID TRAFFIC
1. DISPLAY AND BANNERS
EVERYTIME YOU ADVERTISE YOU SHOULD ASK
THE PUBLISHER FOR THE FOLLOWING
METRICS AND FILL OUT THESE PIECES OF
INFORMATION WITHIN THE AD ORDER FORM:
►NBR. OF VISITS/MONTH (SESSIONS)
►NBR. OF UNIQUE VISITORS/MONTH (USERS)
►PAGEVIEWS
►PAGES/SESSION
►BOUNCE RATE IF POSSIBLE (LEFT PAGES)
DISPLAY
6. PAID TRAFFIC
1. DISPLAY AND BANNERS
WHY YOU SHOULD OBTAIN THOSE METRICS?
TO CALCULATE YOUR ROI.
DISPLAY
7. PAID TRAFFIC
1. DISPLAY AND BANNERS
EXAMPLE OF CAMPAIGN
►PUBLISHER METRICS
►NBR. OF VISITS/MONTH = 500,000
►BOUNCE RATE = 20%
►AV. PAGEVIEWS = 1
►CAMPAIGN DETAILS
►$10,000 FOR 2 WEEKS
►LEADERBOARD BANNER - TOP PAGE (ALL PAGES)
►SOV 50%
DISPLAY
8. PAID TRAFFIC
1. DISPLAY AND BANNERS
GOAL: DRIVE TRAFFIC TO THE SITE. WHAT WOULD BE
ROUGHLY THE “ROI” OF THIS CAMPAIGN?
►IMPRESSIONS = VISITS/MONTH = 500,000
►PERIOD = 500,000/2 (TWO WEEKS) = 250,000
►BOUNCE RATE = 250,000 X 0.8% (20% BR) = 200,000
►SOV = 200,000/2 (50%) = 100,000
►CLICK THROUGH RATE (CTR) = 0.1%
►TOTAL NUMBER OF CLICKS = 100 CLICKS
DISPLAY
9. PAID TRAFFIC
1. DISPLAY AND BANNERS
THIS CAMPAIGN FULLFILS THE FOLLOWING GOAL :
BRAND AWARENESS.
IN THIS CASE, THE CPM (COST PER MILLE) CAN BE
CALCULATED AS A MAJOR KPI (KEY PERFORMANCE
INDICATOR) TO ASSESS THE CAMPAIGN’S ROI.
►CPI (COST PER IMPRESSION) = $0.1
►CPM (COST PER MILLE) = $100
DISPLAY
10. PAID TRAFFIC
1. DISPLAY AND BANNERS
NEED A BENCHMARK TO GAUGE A CAMPAIGN? TAKE A
LOOK AT THE FEES REQUESTED BY A BLOG TO WATCH
►METRICS
►SESSIONS: 900K/MONTH
►UNIQUE PAGEVIEWS: 1.6M/MONTH
►CAMPAIGN DETAILS
►LEADERBOARD (970X90) = $15 CPM GUARANTEED
►HALF-PAGE (300X600) = $15 CPM GUARANTEED
DISPLAY
11. PAID TRAFFIC
1. DISPLAY AND BANNERS
THE BOTTOM LINE: FILL OUT THE AD ORDER
FORM TO MAKE SURE EVERYONE CAN GAUGE THE
PERFOMANCES OF A CAMPAIGN.
AND IF A PUBLISHER CANNOT SHARE SOME
BASIC METRICS WITH US : DO NOT
ADVERTISE WITH THIS PUBLISHER.
DISPLAY
13. AN INTERNET USER WHO PERFORMS A SEARCH IN
SEARCH ENGINE TYPICALLY RECEIVES TWO TYPES
OF RESULTS: ORGANIC OR PAID RESULTS.
ORGANIC RESULTS ARE LOCATED AT THE LEFT
HANDSIDE OF THE PAGE. PAY-PER-CLICK
ADVERTISEMENTS OR SPONSORED LINKS ARE
LOCATED AT THE TOP AND THE RIGHT
HANDSIDE OF THE PAGE.
PAID TRAFFIC
2. SEARCH ENGINE ADVERTISING
SEA
15. SEA (SEARCH ENGINE ADVERTISING) INCREASES
WEBTRAFFIC TO YOUR SITE THROUGH DIGITAL
ADVERTISING.
IN ORDER TO BOOST CLICK THROUGH RATES
ADVERTISING CAMPAIGNS SHOULD BE FOCUSED,
BALANCED AND WRITTEN FOR SPECIFIC KEYWORDS
THAT APPLY TO YOUR TARGET AUDIENCE. HOW MUCH
MONEY YOU SPEND ON GOOGLE ADS IS ENTIRELY UP
TO YOU.
PAID TRAFFIC
2. SEARCH ENGINE ADVERTISING
SEA
16. RANDOM FACTS ABOUT GOOGLE AD WORDS:
►AVERAGE CTR FOR GOOGLE AD = 3.16%
►FIRST SEARCH POSITION = 7% CTR
►33% OF ALL GOOGLE SEARCH COME FROM MOBILE
►45% OF PEOPLE CANNOT TELL THE DIFFERENCE
BTW ORGANIC AND PAID SEARCH (CENTRAL COLUMN)
►BUSINESSSES MAKE AN AVERAGE OF $2 IN
REVENUE FOR EVERY $1 SPENT ON AD WORDS
PAID TRAFFIC
2. SEARCH ENGINE ADVERTISING
SEA
17. TOP LUXURY BRANDS SPENT $22 MILLION ON
GOOGLE TEXT ADS IN THE U.S. LAST YEAR ACROSS
FIVE CATEGORIES: APPAREL, BEAUTY & COSMETICS,
SHOES, HANDBAGS AND WATCHES.
PAID TRAFFIC
2. SEARCH ENGINE ADVERTISING
SEA
18. IT’S NO WONDER WHY SEARCH AND DISPLAY HAVE
A LOVE/HATE RELATIONSHIP. WHEN COMBINED, THIS
DUO KNOWS HOW TO DRIVE PERFORMANCE.
PAID TRAFFIC
2. SEA VS DISPLAY
SEA
19. DISPLAY PULLS AHEAD WITH USERS SPENDING AN
AVERAGE OF 96 PERCENT OF THEIR TIME ON
CONTENT RELATED SITES, COMPARED TO 4 PERCENT,
WHICH IS SPENT IN SEARCH ENGINES.
92 % OF AMERICANS USE SEARCH ENGINES TO FIND
INFORMATION ON THE WEB, WHILE 76 % USE THE
INTERNET FOR NEWS AND 65 % FOR SOCIAL
NETWORKING. HERE, BOTH SEARCH AND DIS-
PLAY SCORE A POINT.
PAID TRAFFIC
2. SEA VS DISPLAY
SEA
20. NEXT, LET’S LOOK AT CONTEXT AND CREATIVE. ON
SEARCH ENGINES, USERS ARE MET WITH SMALL,
TEXT-BASED ADS THAT LACK THE DESIGN
APPEAL OF THE LARGER, INTERACTIVE DISPLAY
ADVERTISEMENTS.
THE ADS ARE DIRECTLY RELATED TO WHAT THEY’RE
SEARCHING FOR, BUT LACK THE FLASH AND ZEST OF
THE DISPLAY ADS. POINT TWO AWARDED TO THE DIS-
PLAY CHANNEL.
PAID TRAFFIC
2. SEA VS DISPLAY
SEA
21. THEN THERE’S PERFORMANCE. WE CAN’T OVERLOOK
THE FACT THAT SEARCH IS ONE OF THE HIGH-
EST PERFORMING ADS IN THE WORLD. IT’S
THE KING OF CONVERSION.
I’M NOT SAYING GET RID OF YOUR DISPLAY CAMPAIGN
OR DISREGARD THE POWER OF SEARCH
PAID TRAFFIC
2. SEA VS DISPLAY
SEA
22. ONE OF THE BIGGEST ADVANTAGES OF NATURAL
SEARCH MARKETING (THE SEO APPROACH) IS THAT
THESE RESULTS ARE MORE TRUSTED AMONG
INTERNET USERS.
AS A CONSEQUENCE, WEBSITES THAT EMPLOY
NATURAL SEARCH MARKETING GET A SIGNIFICANTLY
LARGER SHARE OF CLICKS COMPARED TO SEA.
3. SEARCH ENGINE OPTIMIZATION
SEO
ORAGNIC TRAFFIC
23. SEO (SEARCH ENGINE OPTIMIZATION)
INCREASES YOUR WEBSITE’S VISIBILITY IN
NATURAL RESULT LISTS.
GETTING A HIGH RANK IN GOOGLE DEPEND ON
THREE THINGS: AUTHORITY, TRUST AND
COPYWRITING. SEARCH ENGINES MEASURE
AUTHORITY BY MEANS OF INCOMING LINKS OF
EXTERNAL WEBSITES.
3. SEARCH ENGINE OPTIMIZATION
SEO
ORAGNIC TRAFFIC
24. RANDOM FACTS ABOUT SEO
►70% OF THE LINKS USERS CLICK ARE ORGANIC
►75% OF USERS NEVER SCROLL PAST THE 1ST RP
►SEARCH IS THE #1 DRIVER OF TRAFFIC
►SEARCH AND EMAIL ARE THE TOP TWO ONLINE
ACTIVITES
►93% OF ONLINE XP BEGINS WITH A SEARCH
3. SEARCH ENGINE OPTIMIZATION
SEO
ORAGNIC TRAFFIC
25. BOTH ORGANIC AND PAID (PPC) HAVE DISTINCT
ADVANTAGES AND DRAWBACKS.
KNOWING THEM WILL ALLOW YOU TO GET THE BEST
RETURN FOR YOUR SEARCH MARKETING BUDGETS.
AS YOU WILL SEE, COMBINING THEM WILL OFTEN
RESULT IN A BETTER CLICK THROUGH RATE (CTR).
WEB TRAFFIC
4. CONCLUSION
CONCLUSION
26. BOTH STRATEGIES PROVIDE SIGNIFICANT BENEFITS.
FOR THIS REASON, SOME OF THE MOST
POWERFUL MULTILINGUAL ONLINE MARKETING
STRATEGIES USE A MIXTURE OF SEO AND SEA
SOLUTIONS TO OBTAIN THE BEST RESULTS.
WEB TRAFFIC
4. CONCLUSION
CONCLUSION
27. WITH REGARD TO PROJECT TIME, SEA WILL ALLOW
YOU TO QUICKLY GATHER INSIGHTS ABOUT YOUR
TARGET AUDIENCE AND, IN PARTICULAR, VALUABLE
KEYWORDS TO FOCUS ON FROM A MID-TERM
PERSPECTIVE.
WEB TRAFFIC
4. CONCLUSION
CONCLUSION
