2. Agenda
Introduction
Display media
Tools of the trade
Metrics and data
Analysis of the data
Search Engine optimization
Search engine and keyword reports
Content optimization for search engine
Search engine marketing
Google Adwords reports
Google ad planner reports
Social media reports
Social media metrics
Facebook metrics
Twitter metrics
4. Traditional Advertising
At the beginning: Traditional Ads are
Posters, Magazines, Newspapers, Billboards
Inventory is sold as
Pay-per-Impression: Price depends on how many
people your ad is shown to - whether or not they look
at it
Pricing is based on
Complicated Negotiations (with high monthly
premiums...)
Form a barrier to entry for small advertisers
5. Online advertising
Online Ads:
Banner Ads, Sponsored Search Ads, Pay-per-
Sale ads.
Targeting:
Show to particular set of viewers.
Measurement:
Accurate Metrics: Clicks, Tracked Purchases.
What is being Sold:
Pay-per-Click, Pay-per-Action, Pay-per-
Impression
Pricing:
Auctions
6. 1994: Banner
ads, pay-per-
impression
Banner ads for Zima
and AT&T appear on
hotwired.com.
1998: Sponsored search,
pay-per-click 1st-price
auction
GoTo.com develops keyword-
based advertising with pay-
per-click sales.
2002: Sponsored search,
pay-per-click 2nd-price
auction
Google introduces AdWords, a
second-price keyword auction
with a number of innovations.
1996: Affiliate
marketing, pay-per-
acquisition
Amazon/EPage/CDNow
pay hosts for sales
generated through ads
on their sites.
History of online advertising
7. Cost -per-1000 impressions (CPM):
Advertiser pays each time ad is displayed
Models existing standards from magazine, radio, television
Main business model for banner ads to date
Corresponds to inventory host sells
Exposes advertiser to risk of fluctuations in market
Banner blindness: effectiveness drops with user experience
Barrier to entry for small advertisers
Contracts negotiated on a case-by-case basis with large
minimums (typically, a few thousand dollars per month)
DM Pricing Models – CPM
8. DM Pricing Models – CPC
Cost-per-click (PPC):
Advertiser pays only when user clicks on ad
Common in search advertising
Middle ground between PPM and PPA
Does not require host to trust advertiser
Provides incentives for host to improve ad
displays
9. DM Pricing Models – CPA
Cost-per-action (CPA):
Advertiser pays only when user takes an
action which is promoted on the ad
Highest value for advertisers
Popular with niche and targeted advertising
Very contextual
Requires a very high working terms between
host and advertiser
Provides incentives for host to improve ad
displays
10. Section 2
Tools of the trade
Metrics and data
Analysis of the data
Display Advertising
11. Display Advertising –
Introduction
Display Advertising refers to web advertising
displaying the message using graphical information
beyond text.
Includes image, rich media, floating, transitional etc
A clear advantage consumers have with online
advertisement is the control they have over the
product, choosing whether to check it out or not
Online advertisement can also be classified as Digital
Promotions.
Digital promotion in connection to the television
industry is when networks use authentic digital
resources to promote their new shows in a growing
vast range of venues.
13. Types of ads
Floating ad: An ad which moves across the user's screen or
floats above the content.
Expanding ad: An ad which changes size and which may
alter the contents of the webpage.
Polite ad: A method by which a large ad will be downloaded
in smaller pieces to minimize the disruption of the content
being viewed
Wallpaper ad: An ad which changes the background of the
page being viewed.
Trick banner: A banner ad that looks like a dialog box with
buttons. It simulates an error message or an alert.
Pop-up: A new window which opens in front of the current
one, displaying an advertisement, or entire webpage.
Mobile ad: an SMS text or multi-media message sent to a
cell phone.
14. Types of ads
Pop-under: Similar to a Pop-Up except that the window is
loaded or sent behind the current window so that the user
does not see it until they close one or more active windows.
Video ad: similar to a banner ad, except that instead of a
static or animated image, actual moving video clips are
displayed. This is the kind of advertising most prominent
in television, and many advertisers will use the same clips for
both television and online advertising.
Map ad: text or graphics linked from, and appearing in or
over, a location on an electronic map such as on Google
Maps
Superstitial: It uses video, 3D content or Flash to provide a
TV-like advertisement.
Interstitial ad: a full-page ad that appears before a user
reaches their original destination
16. Tools used
Third party as-serving technologies collect the
served data
They use different sets of tags for this
functionality to get enabled
The tools that are popular in the marker today
are,
DFA – Dart for Advertisers
Mediamind
Both the systems use provide conversion and
retargeting methodology
19. Data metrics and Reports
Data metrics and reports are specific to the
tool that is being used
Commonly used metrics are – Impressions
(Targeted, served and reported), Clicks, click
through rate, interaction rate, dwell
rate, Conversions, Conversion rate, Return on
investment, absolute unique visitors, visibility
rate
There are measured using Cookies. A cookie
is used to measure the values as show -
20. Cookie Window
It is the predefined number of days considered before a user
conversion, during which user actions (impressions and clicks) are
counted.
MM caters for separate cookie window settings for impressions and
clicks.
The Number of Events:
For Cookie Window 1: 1 impression, 1 click
For Cookie Window 2: 2 impressions, 2 clicks
* Same cookie window for impressions and clicks
Cookie Window 2 *
Impression
Cookie Window 1 *
Click ClickImpression Conversion
21. Review the data to distinguish causality and
correlation among events
Conduct Experimentation: (Examples)
Ad Rotation: 3 different creative’s
Website Optimizer
E.g. 6000 search quality experiments, 500
of which were launched.
Repeated experimentation:
Continuous Improvement (Multi-armed
bandit)
Taking an action on report
22. Section 3
Search engine and keyword reports
Content optimization for search engine
Search Engine Optimization
(SEO)
23. Section 4
Google ad words reports
Google ad planner reports
Search Engine Marketing
(SEM)
30. Introduction
Social Engagement reports or Social Reports, can be
used to analyse on-site and off-site interactions with
social networks in reference to your own website
content.
The reports’ ultimate goal is to enable brands to
measure the return on investment for social media
activities and make more accurate, data-driven
decisions about social.
31. Social Engagement Reports
The Social Engagement report shows site behaviour
changes for visits that include clicks on any social
sharing actions.
This allows website owners to understand whether there
is a different behavior between visitors that share and
visitors that do not share or between different types of
“sharers”
32. Social Action Reports
The Social Actions report shows the number of social
actions (+1 clicks, Tweets, etc) taken on the site. This
can be helpful to prioritize which share buttons should
be in the header of an article, for example:
33. Social Pages Reports
The Social Pages report shows the pages on the site
driving the highest the number of social actions. This is
very useful to learn which content is viral and what your
visitors really like to read to the point of sharing it with
their friends.
34. Social Interaction Tracker
This change is so meaningful that Google went the extra mile to
create the Social Interaction Tracking, a new tracking function
that will be used for social tracking only. Basically, the syntax is as
follows:
_trackSocial(network, socialAction, opt_target, opt_pagePath)
Network: Name of the social network (google, facebook, twitter, digg,
etc)
SocialAction: Type of action (like, tweet, send, stumble)
opt_target: Subject of the action being taken. Optional, defaults to the
URL being shared (document.location.href). Can be manually set to
anything: a different URL (if they’re sharing content that “points” to
another URL), an entity (e.g, product name, article name), or content ID
opt_pagePath: The page on which the action occurred. Optional,
defaults to the URI where the sharing took place
(document.location.pathname). Can be manually set (like a virtual
pagename).
35. Conclusion
Social reporting is just getting started. As
people continue to find new ways to interact
across the Web, we look forward to new
reports that help business owners understand
the value that social actions are providing to
their business. So +1 to data!
Source : http://searchengineland.com/official-google-analytics-gets-
social-engagement-reporting-83707
