Introduction to digital advertising

Advertisers Seminar

Online MarketingSean Riley, CEO of AD:DYNAMO

Online Marketing 101

• Search Engine Optimization (SEO)• Advertising– CPC: Search– CPC: Contextual– CPM

• Viral Marketing• Direct Messaging• Digital Footprint• Social Media

Promoting a website

Organic Traffic Paid Traffic Direct

Website Monetization of Traffic

Sour

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Organic Traffic

• Search Engine Optimization (SEO)• Viral Marketing• Digital Footprint: Links + Microsites

Paid Traffic

• Search Engine Marketing• Pay Per Click• Display Advertising / Pay Per Impression• Affiliate Programmes

Paid TrafficChannel Type Branding Traffic Sales

Search Engines ✔ ✔PPC Contextual ✔ ✔ ✔PPM Display ✔Affiliate Programmes ✔

Anatomy of a Digital Campaign

Advertising Lifecycle

Campaign Basics

• Creative Matters• Bigger Ads Perform Better• Deep Link the ad to the relevant destination• Track conversions wherever possible• In PPC campaigns, Click Through Rate indicates

(a) quality of your creative and (b) accuracy of the ad placement. It does NOT represent any value or lack of value the advertiser: You only Pay Per Click

Don’t…

• Assign budgets more than a month in advance• Forget to track & measure performance• Allow the same creative to run for more than

a month

Examples

• Breasts (note to audience stop me after 10 minutes)

• Acne• Rugby• Yellow Pages

Advanced

• Ad Quality• Micro Trends• Pre Qualify Traffic• A/B Tests• Digital Footprint

Ad Quality

• Since you ideally want variations of all keywords targeted appearing in your ad, if you have more than 10 keywords in an AdGroup, you have too many.

• The higher the ad quality, the less you will pay per click.

Advanced

• Ad Quality• Micro Trends• Pre Qualify Traffic• A/B Tests• Heatmaps• Digital Footprint

Digital Footprint

• Micro sites• Content• Inbound links• Social Media• Widgets

Cart Whisperer

Social Media

Social Media Rule #1

Attention Span is a dying commodity. Treat the time of the audience with respect & only communicate when you have something to say.

SEO

SEO: Content

✔ You have complete control of your content.

• Establish targeted keywords & rank them in order of important.

• Ensure that targeted keywords appear within content.• Understand content hierarchy• Help search engines know about all your content:

– Hyperlinks, Site Maps, Google Site Map– Search engines do not interact with form

• Volume + Age

SEO

SEO: Technology

✔ Search engines are evolving. This is becoming a small issue.

• No Frames• Use tech to help:

– Dynamic site map creation– Dynamic creation of logical page names– Keyword Maps

• Hosting speed + uptime affects your rankings• Ensure you have the ability to manage ALL content through

your CMS

SEO

SEO: Competitors

✗You are affected by what others do.

If your competition has been around longer, has more content, good SEO techniques, and more inbound links than you, you have your work cut out.

SEO

SEO: Saturation

✔ You have complete control of your content.

• Establish targeted keywords & rank them in order of important.

• Ensure that targeted keywords appear within content.• Understand content hierarchy• Help search engines know about all your content:

– Hyperlinks, Site Maps, Google Site Map– Search engines do not interact with form

• Volume + Age

Toolshttps://adwords.google.com/select/KeywordToolExternal

Mobile

• MXit, AdMob, Buzz City, Mibli• AD:DYNAMO• Targeted, Demographics, Location

AD:DYNAMO

✔ 10 Million ads per day in SA✔ Complements any other campaign: broadens

your reach✔ Pay Per Click✔ No budget constraints✔ Instant, self service✔ Free creative

Thank You