Internet Marketingbloximages.newyork1.vip.townnews.com/collegemedia.org/...Internet Marketing CMA...

Internet Marketing

CMA Advisors ConferenceJuly 2014Corey [email protected]@vanderbilt.edu

Saturday, August 9, 2014

mailto:[email protected]




Why is Internet Marketing important?


Ad Spending and Ad Rates By Type


Where I Get Traffic - Paid Search


Where I Get Traffic - Natural Search


Where I Get Traffic - Social Media


Where I Get Traffic - Content Marketing


Where I Get Traffic - Email


Where I Get Traffic - Display Advertising


Where I Get Traffic - Traditional Advertising


Where I Send Traffic - Direct Advertisers


Where I Send Traffic - Google Ad Network


Where I Send Traffic - Content Ad Network


How I Make Money - E-Commerce


How I Make Money - Display Advertising


How I Make Money - Google Ad Network


How I Make Money - Content Ad Network


How I Make Money - Subscriptions


How I Get Better - Web Analytics


How I Get Better - Research


How I Get Better - Website & Usability Testing


How I Get Better - A/B Testing

HeadlinesCall to Action


Search Engine Optimization (SEO)


SEO Best Practices

- Linking (Internal / External)

- URL Optimization

- Meta-Data Optimization

- Page Content Optimization


Linking (Internal)


Linking (External)


URL Optimization


Meta-Data OptimizationMeta-Description Meta-KeywordsMeta-Title


Page Content Optimization


SEO Best Practices

- Linking (Internal / External)

- URL Optimization

- Meta-Data Optimization

- Page Content Optimization


Paid Search Engine Marketing


Paid Search Overview

- Keyword Selection

- Creative Development

- Landing Page Optimization

- Bidding Strategy


Keyword Selection


Creative Development


Landing Page Optimization


Bidding Strategy


Paid Search Overview

- Keyword Selection

- Creative Development

- Landing Page Optimization

- Bidding Strategy


Display Advertising

- CPM (Cost per thousand impressions)- CPC (Cost per click)- CPA (Cost per action)

How Display Advertising is Priced

- Direct from Publisher- Self-Service Display Ad Network (ie. Google)- Real-Time Bidding Display Ad Exchanges

Where to Buy Display Advertising

- 300 x 250 (Medium Rectangle)- 728 x 90 (Leaderboard)- 160 x 600 (Wide Skyscraper)- 180 x 150 (Rectangle)

Most Common Display Ad Sizes


Facebook Advertising


Twitter Advertising

(Good for sharing content, building awareness, offering deals)

(Good for user discovery, product releases, big events)

(Good for mass awareness, product launches, brand building by association)

Promoted Tweet

Promoted Account

Promoted Trend


LinkedIn Advertising

Payment Options

Targeting Options Targeting Examples

Ad Placement


Google Analytics

- Traffic Overview

- Traffic Sources

- Site Traffic Distribution

- Site Speed

- Site Search

- Goal Flow


Traffic Overview


Traffic Sources


Site Traffic Distribution


Site Speed


Site Search


Conversion Goal Flow


Google Analytics

- Traffic Overview

- Traffic Sources

- Site Traffic Distribution

- Site Speed

- Site Search

- Goal Flow


Internet Marketingbloximages.newyork1.vip.townnews.com/collegemedia.org/...Internet Marketing CMA...

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