Search & Content mreže i kombinovanje online i offline medija
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![Page 1: Search & Content mreže i kombinovanje online i offline medija](https://reader033.fdocuments.net/reader033/viewer/2022042623/54b5f0204a7959cb498b4623/html5/thumbnails/1.jpg)
Search & Content mrežei kombinovanje online i offline
medija
Srđan Erceg
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Search & Content mreže
•Pretraga
•Google preko 90%
•Ostali: bing, Yahoo, Ask!
•Sadržaj (Content)
•Google AdSense (AdWords)
•Etarget
•httpool
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Search & Contentnačini izračunavanja
cene
•CPM (CPT) - Cost Per Mile (1000)
•CPC - Cost Per Click
•CPA - Cost Per Action
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Search & Contenttipovi oglasa
•Tekstualni oglasi
•Image oglase (baneri)
•Small image oglasi (thumbnails)
•Animinirani oglas (Flash baneri)
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Context nije Content
•Context - Kontekstualno oglašavanje je oglašavanje po kontekstu (sadržaju) određene stranice
•Content - je sadržaj određene stranice
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Ključne reči - Keywords
•Definisane
•Klijent
•Izvedene
•Analiza
•Proizvod (sadržaj Landing Page)
•Sadržaj (medija)
•Interesovanja (sadržaj medija)
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Upravljanje kampanjama
•Brief (budžet, URL, keywords)
•Početna analiza
•Konkretni cilj S&C kampanje
•Landing page(s)
•Izbor tipova oglasa
•Izbor mreže
•Izbor načina računanja cene
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Konkretni ciljeviS&C kampanje
•Klikovi
•Impresije
•Akcija (konverzije)
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Landing Page(s)Akcija (konverzija)
•Prodaja
•Prijavljivanje (Sign up)
•Poseta važne stranice
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Landing Page(s)Tehnički detalji
•Težina stranice (kb)
•Search Engine Optimization (SEO)
•Korišćenje željenih ključnih reči
•W3C
•Struktura
•Flash / Non-Flash
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Izbori•Tip oglasa
•Ciljevi
•Kreativa
•Mreža
•Kreativa
•Tehnički elementi
•Način računanja cene
•Konkretni cilj S&C kampanje
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Početak
•Definisanje grupa oglasa
•Definisanje oglasa
•Definisanje (dodatno) ključnih reči
•Izbor tipova oglasa
•Izbor načina računanja cene (AdWords)
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Ciljevi?•Cilj kampanje (na svim medijima)
•Brand Building
•Povećanje prodaje
•Cilj kampanje na digitalnim medijima
•Povećanje online prisustva
•Povećanje saobraćaja na sajtu klijenta
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Kampanja
•Praćenje broja prikaza
•Praćenje klikova (CTR)
•Po oglasima
•Po ključnim rečima
•Praćenje plasiranja oglasa
•Praćenje potrošnje
•Sve na dnevnom nivou
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Kampanja
• Analiza
•Korekcije u skladu sa primećenim trendovima
•Optimizacija
•Preporuke za website i kreativu
•Vikend dežurstva
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Kampanja
•Sve ponovo
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CoolShop.rs
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CoolShop.rs
•90% online kampanja (print, inserteri)
•Budžet
•Povećanje prodaje
•Povećanje svesti o brendu (Cool Shop)
•SEO
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CoolShop.rs•Formirali kampanju sa osnovnim
podgrupama
•Post buy analiza?
•Preporuke za Online SEO
•Optimizacija na grupe po brendu i proizvodu (povećanje CTR-a)
•Mesečna analiza
•Nova optimizacija (novo povećanje CTR-a)
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CoolShop.rs
•Dnevno praćenje inventara
•Novi proizvodi
•Akcije
•Pražnjenje lagera
•Praćenje trendova
•Preporuke za business
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CoolShop.rs
•Korišćene mreže
•Google AdWords (S&C)
•Etarget
•httpool
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CoolShop.rs•Rezultati
•Značajno povećanje online prodaje
•Značajno povećanje offline prodaje
•Otkrivanje novih tržišta
•Smanjenje troškova
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Kombinovanjeonline i offline medija
•Podrška offline kampanji
•Podrška offline kampanje
•100% online kampanja
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Kako povezujemo medije?
•Nemerljivo (Cross Communication)
•Offline mediji - plasiranje informacije o sajtu, FB stranici...
•Online
•Sajt nosi informacije o trenutnoj kampanji (nagradna igra, teaser, video...)
•Koriste se elementi iz drugih medija (glavnih)
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Kako povezujemo medije?
•Merljivo gotovo nemoguće
•Opportunity To See (OTS)
•Total OTS?
•Online-nedostatak informacija o Reach-u
•Nedostatak informacija o drugim medijima (OOH, Radio...)
•Jedina veza sa TV-om
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HUGE Media