Online Advertising Tips & Tricks Santosh Gannavarapu
Online AdvertisingTips & Tricks
Santosh Gannavarapu
We have come a long way
2It is because of your amazing efforts
5 Million domains in 2015
But we have a long way to go
3
Each will need a website.
51 Million SMEs
Only 400K Websites
Just like they need a phone.
Internet users are only growing
4
350 Million Internet Users in India
2nd Largest Internet Population in World
+14% Year on Year Growth, we are adding 34M every
year
5
2014
2015
2016
India is adding a new Australia every year in terms of Internet
Population
But Something is Wrong
6
7
enable an SME to buy a domain
You, after a lot of convincing about the potential
8
You also created an amazing Website
9
Its even on their Business Card
10
But when it is time to renew
Please call us later
11
Hmm …
Opportunity
Online Audience
Huge
Many & Growing
Low
=
=
=Sale or
Renewal of Website
12
Hmm …
Opportunity
Online Audience
Huge
Many & Growing
Low
=
=
=Sale or
Renewal of Website
Something doesn't add up
13
Why is a phone so indispensable?
Did you know?
14
4.1 Billion5.2 Billion
15
Phone is “complete”.
Is the entire eco-system and hence indispensable
16
Unfortunately
For 80% SMEs website is a cost.
And without any benefit, it is up for axing.
17
Is there not enough potential?
75% of SMEs rate marketing as biggest challenge
Businesses online make 49% more revenues
SMEs is a large base of affinity and loyalty
They will be your customers for life
If you show them value
High=Sale or
Renewal of Website
Launching a Website
19
Is Only a First Step
To an Amazing Journey
Lets Make Websites
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The salesman of the year!
Digital Advertising is penetrating India
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Medium Growth Projection Education
TV 6.6%
Radio 4%
Print 2%
OOH 5%
Internet 44.5%
Moment of Truth
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Medium Rates Reach Trackability
TV Low
Radio Low
Print Medium
OOH Very Low
Internet High
$$$$$
$$$
$$$
$$$
$$
How “Online Advertising” Started?
• Early 1990s with Display Ads
• Search ads started in 1998
• Started by goto.com, renamed to overture, bought by Yahoo.
• Google Adwords started in 2000
• The trend now is “Native ads”: weave in ads with content.
• Due to mobile internet penetration.
• It is the only “revenue model” for many companies
Every Year New Ad Inventory is Being Exposed
We don't have to worry about ad inventory
This is where the opportunity lies• In addition to the onetime website cost or AMC that
SME is paying
• Expose a monthly recurring advertising solution
• You can easily avail Rs 10,000 per month.
10 30% 10k
New Users
Per Month
Monthly
Churn
MonthlyRevenue/
SME
32L
Yearly Revenue
Instead of Ad Terminology
clicks
visits
CPC
CPM
SMEs Understand Only Leads
And You Need To Show Them Just That
Transform Website To Salesman
• Make website faster & mobile responsive
• Speed Thrills, Friction Kills.
• Have Explicit Call to Actions
• Don’t embed “contact information” deep inside
• Website will drive them leads
• You need to show them, leads are driven by you
Some Free Tools For You
Speed Up Your Website
Mobile Insights
Desktop Insights
33
website.com
Unique Virtual Number to Traffic Source
Trigger Inquiries
Capibar for Explicit Call to Action
Customise the value proposition based on visitor profile
34
website.com
%
1st time visitor: “Explore the website.”repeat visitor: “Get an offer so the user can convert”visitor leaving website: “Provide a final
offer”
Customise the value proposition based on visitor profile
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website.com
%
1st time visitor: “Explore the website.”repeat visitor: “Get an offer so the user can convert”visitor leaving website: “Provide a final
offer”
You don’t have to change the website at all!
It is mobile responsive as well
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Automated Coupon Generation for Footfall
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Customised coupon for every visitor.Coupon Tracking Software also
provided“25% off for
Diwali”“Special Discounts for TCS Employees”
Lead Manager
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Tracks Every Lead To Show Performance
Direct Leads
Justdial LeadsSulekha LeadsIndiamart Leads
Website LeadsOnline Leads
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Your Advertising Product
40
Stay Online, Get Customers
41
Mobile Responsive
WebsiteAd
Solution
Show Leads
Your Offering
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TransparentCost of Traffic
Hiding Cost of Traffic
Margins: 10-15%
Margins: +30% Reporting
HasslesThreat of
Competition
How to price product?
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Monthly Fee per city/statemarketing budgets
included
Flat Subscription Chargesmarketing budgets
extraadd-ons as cross-sell
Don’t know the marketing
apetite
Easier to sell
Constant Selling Needed
e.g. Rs 10k per month per city
e.g. Rs 3k per month
Bigger Lock-in
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It takes at least 3 months to show performance
3 months
6 months(10% discount)
12 months(20% discount)
60% Customers
30% Customers
10% Customers
Move ThemInto Bigger Lock-
ins
Do Not Commit Leads
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I Know Sale is Harder
But Showing them Leads is more delightful