SOCIAL MEDIA OPTIMIZATION – GOOGLE ADSENSE, ANALYTICS, ADWORDS & MUCH MORE

Ritesh Ambastha, iWillStudy.com

Agenda

Social Media Statistics Traditional Media v/s Social Media Properties of Social Media Blogs and other popular platforms Case Study – Websites with Ads Google AdSense – Basics & Advanced Concepts Google Adwords Network Social Media Web Promotions Search Engine Optimization/Marketing Google Analytics

Some Interesting Statistics

60% of the social networking traffic come

from Non Metro-Cities but the highest traffic

generating city still remains to be a Metro i.e.

Mumbai

Some Interesting Statistics

The highest number of active users are from the

15-24 age group but LinkedIn has a

different age group of active users i.e. 25-34

age-group

Some Interesting Statistics

The male-female ratio shows consistency with the overall population

break-up by gender i.e. 80:20 in favour of males

Some Interesting Statistics

Social media in India reaches out to 60 per

cent of the online Indian audience

Some Interesting Statistics

Facebook and Orkut, together cater to

about 90 per cent of the users in the social

media space.

Some Interesting Statistics

Facebook is the only social network in India that has witnessed a tremendous growth,

almost doubling its users in the last 6 months.

Some Interesting Statistics

Highest number of active social

media audience in India are in the age group of

15-24 and are graduates who are looking for a Job

or planning further studies

Some Interesting Statistics

The maximum users come from the ‘less than

2 lakhs p.a.’ income category. This is because

social networks are primarily driven by the

youth

Some Interesting Statistics

More than 45% of the users on Social Networks

return during the day. Facebook tops the list with users re-visiting

more than 3 times during a day

Some Interesting Statistics

Majority of the time spent by the Indian audience on Facebook is on Interactive Games/Applications and then on viewing Photos

Traditional Media v/s Social Media

Traditional Media v/s Social Media

Traditional Media v/s Social Media

Properties of Social Media

•Global Audience•Highly ScalableReach•Free•Available to AnyoneAccessibility

•Lesser Skills & Training •Anyone can OperateUsability•Instantaneous responses•No time lag in CommunicationsRecency•Can be altered •Community effortPermaneance

Popular Platforms

Blogs Facebook Delicious Flickr LinkedIn MySpace Twitter YouTube..

Case Study : Websites with Ads

Case Study : Websites with Ads

Case Study : Websites with Ads

Google AdSense

What is Google AdSense

The flexible, hassle-free way to earn revenue online Get paid for displaying targeted Google

ads on your site. Customize ads to match your site's look

and feel. Track your success with online reports. It's free! With AdSense, you'll pay

nothing, spend little time on set-up, and have no maintenance worries.

How AdSense Works?

Choose where to show ads Specify where you want ads to appear Choose what types of ads can compete for those

slots Highest-paying ads display

Advertisers bid on your inventory in a real-time auction

Always show the highest-paying ad Get paid

Google bills advertisers and ad networks Get paid through Google’s reliable payment options

Access Advertisers

Access Google's vast advertiser pool without having to maintain individual relationships.

The most advertisers means: More competition for your inventory More relevant ads Ads for all your online content

Targeting Options

AdSense's targeting options allow advertisers to more precisely reach their desired audiences -- meaning more revenue for you and a better experience for your users.

Contextual targeting AdSense displays ads related to the content of your page.

Placement targeting An advertiser can target your site based on

demographics, vertical, geographic location, or URL. Interest-based advertising

An advertiser can show ads based on your users' interests and previous interactions with that advertiser.

Ad Formats

AdSense isn't just for websites. Earn additional revenue by displaying ads on your:

Site search results Mobile webpages Feeds Parked domains Mobile applications Videos Online games TV inventory

Ad Controls

Protect the value of your brand and ensure a positive user experience by choosing how ads are displayed on your site.

Control how Google represents your inventory Choose how advertisers can target your site Block advertisers by URL or category Block third-party ads or certified ad networks

Manage how your ads are displayed Choose which ad formats you accept Customize your ads to match your site's look and feel

Ad Reports

Detailed reports help you identify opportunities to make more money.

Performance reports Earnings by specific day or date range Earnings by page, domain, or ad unit Clicks, CTR, and eCPM

Google Analytics reports Earnings by user visits Earnings by user location, browser type, and referring

source Traffic by AdSense impressions, clicks, and revenue

Ecosystem – AdSense & AdWords

How it works

Advertiser advertises their sites on Google’s Adwords program.As part of this, their ads will appear on Google’s search results and on other content sites A publisher signs up with Google Adsense program, pastes small piece of JavaScript code from Adsense onto their page.Google reads the content of the page where the code is pasted, maps the keyword relevance of this page with the existing advertisers. Relevant contextual ads are displayed on the publisher page where the code is pasted.

CPM vs. CPC vs. CPA

CPM – Cost Per Million

CPC – Cost Per Click

CPA – Cost Per Action

CPM

CPACPC

First Session Over