This document provides an agenda for a presentation on digital media, including Adwords and affiliate marketing. The presentation covers goals, metrics, optimization, management, and the processes for digital campaigns. It also discusses various metrics like impressions, clicks, and conversions. Tools for affiliate marketing and Google Adwords are presented. Tips are provided for campaign optimization, including testing headlines and ads. The importance of building trust and making small changes is emphasized. The document concludes with reminders about defining offers and goals and testing continuously to improve media strategies.

1. Digital Media
Adwords
&
Affiliate Marketing

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1. Goals
2. How to get there
3. Metrics
4. Optimizing
5. Management
Agenda
6. The Process
Don’t worry, 7. Affiliate Marketing
I don’t speak too much 8. Best tools
9. Google Adwords
10. To do
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3. Impact the highest number of
consumers with the less possible
investment.
Goals
What you expect investing
Payout
in on line media?
Content
Channel
New Customer
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4. Purchasing Life- Sample Sample Efficiency
cycle Stage effectivenwss Digital Metrics
Digital Metrics
Awareness Impressions, Click Cost per Click
Goals
Throught rate, unique
visitors, page views
What defines a successful
campaign?
Research or Page depth, time Cost per value
consideration spent per vist, leads interaction, cost per
generated per ad/ engagment
publisher, clickt-to-
value ratios, number
of registrations
Purchase Revenue per Ad, Cost per sale/order,
leads converted cost per lead
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5. CPC
CPM
CPA
How
to
get
Rich Media
there?
SEO Sponsorship
Affiliates
Remarketing
So many ways, short cash
Adwords
Incentivized
Geotargeting
Sweepstakes
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6. Impacts
Impacted Persons
Metrics
Interactions
What you need
to measure? Visits
Conversion
ROI
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7. Impactos (impressões) Número de vezes que a
peça publicitária foi exibida
Pessoas impactadas (cobertura) Número total de
pessoas que viram alguma peça publicitária da
campanha
Interações (cliques) Número total de vezes que as
Metrics
pessoas interagiram com a peça através de um clique
Understanding the terms Impressões por clique (CTR) Número médio de
impressões necessários para gerar 1 clique
(impressões / cliques)
Freqüência Número médio de vezes que uma pessoa
viu alguma peça da campanha (impressões / pessoas
impactados)
Freqüência ótima cliques Número ótimo de vezes
que as peças devem ser exibidas para gerar um clique
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8. Metrics
When you get the user’s
click?
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9. By changing the creative art of a campaign according to the
frequency of exhibition, the number of clicks increases and
also the conversion rate.
Metrics
How often should you
change?
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10. Metrics
Conversion Process
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11. Metrics
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12. Campaign
Planning
Creative
The Process
Activation
Update
On line media is a live and
constantly process
Discrepancy
Tests
Check
48 hours
follow up
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13. Real Time Optimization:
On line performance reports allows the constantly
improvement of the campaigns while its been
executed, speeding up the creative’s changing.
Reporting Tools:
Management
Every click cost and its important to know exactly
what your investment is generating to you in all
The hard work levels
(impressions, clicks, coverage, CTR, CPC, CPA)
Custom Campaigns:
Each channel and each network reach a different
target. The campaigns must be fine tuned to explore
the full potential of each network.
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14. Optimizing
So you got a user,,.
now what?
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15. Optimizing
So you got a user,,.
now what?
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16. Performance Based Marketing
Affiliate
Marke8ng
How does Affiliate
Marketing work?
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17. Banners
Affiliate
Marke8ng
Landing Page Affliate
Tracking
Process Code
Thanks Page
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18. Image
<iframe src="http://www.adsimilis.com/track/3rdparty/ultramob/mx.html"
name="adsimilis_3rdparty" scrolling="no" frameborder="no" height ="1px" width
="1px"></iframe>
Server 2 Server
Tracking
http://track.adjal.com/aff_c?offer_id=489&aff_id=1&url_id=2153
Code
Java Script
Types of code
<script type="text/javascript">
//<![CDATA[
ord=Math.random()*10000000000000000;
document.write('<script type="text/javascript" src="http://ad.doubleclick.net/adj/sonico.premium/Unoxuno;
1x1=cpa_movile_cl_1x1;sz=1x1;ord=' + ord + '?"></script>');
//]]>
</script>
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19. Management
Find the right Network
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20. Events
Its all abut networking
• Affiliate Summit EAST– January
• Ad:tech San Francisco – April
• Affiliate Summit WEST – August
• Ad:tech London - September
• Ad:tech New York – November
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21. http://www.google.com/insights/search/
Best
Tools
Finding the trends
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22. https://www.google.com/adplanner/
Best
Tools
Knowing your target
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23. www.hasoffers.com
Best
Tools
Managing affiliates
is a daily job
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24. www.offervault.com
Best
Tools
Finding your
competitors and how
much they are paying
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25. http://www.findaffiliateoffers.com/
Best
Tools
Finding your
competitors and how
much they are paying
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26. http://www.alexa.com/
Best
Tools
Finding who is
generating traffic for
your competitors
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27. http://adwords.google.com/
Google
Adwords
Study the tool and understand
the possibilities
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28. • Separate Google, Search Partners, and Content Network
traffic into different campaigns. Keep your traffic streams
separate so you can track the visitor value from each stream
individually; optimize your sales funnel for each group.
• Create tightly focused ad groups with closely
related keywords. Avoid sloppy ad groups with thousands of
Google
words all pointing to some loosely related ad. Group common desires
and mindsets; send each to a targeted landing page.
Adwords
• Place underperforming keywords in new ad groups
and optimize the ads for those keywords. If one of your
top traffic keywords in an ad group is getting a significantly lower CTR
Campaign- than the rest, move it to its own ad group and write an ad with that
Optimization Tips
keyword in the headline (and perhaps in the URL).
• Build ad groups with enough traffic to split-test in a timely
fashion. Don’t take too long to declare split-test winners.
• Add long-tail keywords to decrease CPC and increase
traffic. Three- and four-word phrases tend to have less competition
and represent buyers rather than lookers.
• Focus your energy on the changes that will make the
biggest difference. Before managing and optimizing your account,
sort campaigns, ad groups, and keyword lists by impressions. Start
where the most traffic is so your improvements lead to increased or
more qualified visitor flow 28

29. Use questions that arouse curiosity or interest. For
instance, you can say Want to make $10,000 in one hour?
You can also offer instructions.. Cure the cold in five
simple steps, or How to keep your PC virus clean, would
be interesting.
Google
Tell a story. There’s nothing better to spark interest than
Adwords
to appeal to your audience’s sympathy or empathy. Tell
them a story like How I made $10,000 in one hour, or I lost
50 pounds in two weeks.
Killer Tips
Divulge information. Claim something that only you
know, such as The Mystery of Google AdWords. People
will notice this, especially if they want to learn more about
what you have to offer.
Claim unbelievable stuff! People will be intrigued with
Make $10,000 in one hour or Keep thin without exercise.
You can make it as absurd and unbelievable as possible,
and people will surely notice!
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30. Create (and maintain) trust. The web is all about trust
these days. Recommended by the Queen, would be
good.
Compare People love to go for what’s better. You can
say cheaper than Wal Mart or better than Coke. If you
Google
are promoting a product that their competition is a big
well known company compare it in your ad. For
Adwords
example you are selling a book from a bookstore that is
not well-known in the market compare it saying
Killer Tips
something like this: Amazon vs X name, and say in a
few words the one key comparison why x-name is
better than amazon
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31. The Three Dots: Mindvalley Labs found this and was the
first to publish it. They made a comparison about adding
three dots in the final phrase of each ad, and it worked very
well. Why it worked so well this method? it naturally tells
people that there is more information waiting behind the add.
Google
Adwords
Killer Tips
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32. Tiny changes: Small changes can make a huge impact in
CTR. Even a word can make your ads to boost in CTR.
Again, Mindvalley Labs found this they had the word
“Changes” into their ads and they changed to the word
“Change” and that tiny change alone resulted in a 180%
increase in the Click-Through-Rate.
Google
Adwords
Killer Tips
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33. The first click is just the beginning of a
conversion process
You must delivery a great experience
To Do
Building your
Media Strategy
There’s no formula.
Only tests and results!
A single word can make the difference in
a campaign’s performance.
The knowledge process is in real time
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Media Planning
• Define your offer
• Define your goal
• Define your CPA
To Do • Define your channel
Building your
Media Strategy
• Test
• React
• Test again
• Challenge: Beating your winner ad
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Leonardo
Sales
leosales@gmail.com
THANK YOU
http://21212.com
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