Drexel New Media Marketing - Intro to SEM & Digital Media

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    14-Jan-2015
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Week 4 of Drexel's New Media Marketing lecture. Introduction to SEM/PPC, Display and Media buying as well as social media advertising. Fair warning, the fonts are all sorts of screwy in the slideshare upload, but should look right if you download em

Transcript of Drexel New Media Marketing - Intro to SEM & Digital Media

  • 1. online advertising aaron levy justin fried
  • 2. agenda
  • 3. aaron levy (@bigalittlea )
  • 4. slideshare.com/bigalittlea
  • 5. @SEERinteractive
  • 6. @SEERinteractive
  • 7. justin fried (@ justin_freid) 7
  • 8. slideshare.net/justin_freid
  • 9. CMI Media (@CMIMedia) 9
  • 10. @CMI_Media
  • 11. what is sem? ppc?
  • 12. on the serps
  • 13. in your pocket
  • 14. the big 3 engines
  • 15. other search engines
  • 16. search partners
  • 17. amazon/target/wal mart
  • 18. random other stuff 18
  • 19. how does sem work? 19
  • 20. quality score? whats that??? 20
  • 21. quality score long answer 21
  • 22. account hierarchy 22
  • 23. building campaigns 23
  • 24. phase 1 set goals 24
  • 25. phase 2 pick keywords 25
  • 26. keyword match types *Source support.google.com 26
  • 27. phase 3: craft crafty ad copy 27
  • 28. ad copy specs Headline Is 25 Characters www.one35character.com/Display-URL Two Description Lines That Must Fit Everything in 35 Characters or Less 28
  • 29. major keywords in copy bolded, increases relevance (and quality score) key value propositions why should I buy from you? strong, clear cut call to action what am I supposed to do? 29
  • 30. SEM TOOLS
  • 31. free tools 31
  • 32. competitive research tools 32
  • 33. account management tools 33
  • 34. DISPLAY ADVERTISING
  • 35. display advertising 35
  • 36. how do you pay for display? 36
  • 37. direct-to-network display 37
  • 38. ad networks 38
  • 39. demand side platform (DSPs) 39
  • 40. premium placements 40
  • 41. display - youtube 41
  • 42. youtube brand experience How can display help boost video advertising? Companion ads = more real estate Interact with engaged consumers Premium Placements 42
  • 43. display targeting capabilities 43
  • 44. retargeting 44
  • 45. retargeting 45
  • 46. basic retargeting platforms 46
  • 47. premium retargeting platforms 47
  • 48. SOCIAL ADVERTISING
  • 49. 49
  • 50. linkedin ads 50
  • 51. promoted tweets 51
  • 52. OPTIMIZATION
  • 53. its all about the bottom line 53
  • 54. its all about the bottom line 54
  • 55. YOU NEED DATA TO MAKE DECISIONS 55
  • 56. ad text optimization 56
  • 57. ad extensions 57
  • 58. keyword optimization 58
  • 59. account structure optimization 59
  • 60. 21st CENTURY INSURANCE
  • 61. 21st Century paid search study 61
  • 62. 21st Century tactics & strategy 62
  • 63. May-10 Apr-10 Mar-10 Feb-10 Jan-10 Policies Cost Per Policy Dec-10 Nov-10 Oct-10 Sep-10 Aug-10 Jul-10 Jun-10 Cost Per Policy Policies 21st Century - results 63
  • 64. ONLINE COLLEGE
  • 65. 65
  • 66. online college case study 66
  • 67. online college perception 67
  • 68. profitability, very very good 68
  • 69. big name competitors 69
  • 70. case study Drexel Online 70
  • 71. Drexel Online - hurdles 71
  • 72. Drexel Online - strategies 72
  • 73. Drexel Online - tactics 73
  • 74. Drexel Online results App Starts CPA Goal Cost Per App Start 2007 2008 2009 2010 2011 74
  • 75. time check
  • 76. pass the ball 76