1. 1

2. Brand
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3. 3

4. Marketer
You 4

5. “Brand is purely and simply
the sum-total of all
customer experiences
served-up by the
organization.
The brand is the
experience.”
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6. Who you want to be
Vs.
What people conceive
you to be
6

7. “Discover” Your
Brand
7

8. Main Online Measures / Metrics
Visits
CPA
CPC
CPM
Click-Through Ratio (CTR)
Ad Impressions
Unique Visitors
Conversions
Bounce Rate
Page Views
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9. Page Views
Number of times a page was served / “viewed”
heat map,
showing the
eye fixations on
the page
9

10. Number of times an ad was served “viewed”
Same as page views, usually used for ads (usually >1 impression per page)
Ad Impressions
10

11. Visits & Unique Visitors
• Visits:
• Unique Visitors:
Number of times a “session” is started at a site
Number of people (computers) that visited your site
I might visit you 3 times this week, but I’m 1
unique visitor
Example:
11

12. Pages / Visit
Average page views per visit
Total page views ÷ total visits
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13. Bounce Rate
• Number of single-page visits (visits with 1 page
view)
• 1-page visits ÷ Total visits = Bounce Rate13

14. Click-Through Ratio (CTR)
• Number of clicks on a banner / text ad / link
etc. compared to total views (impressions)
• Clicks ÷ Impressions = CTR
14

15. Visits per Visitor
• Average times a visitor comes to the site
within a certain period of time
• Total visits ÷ Unique Visitors = Visits per
Visitor
• Important measure of loyalty
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16. Conversions
• Conversions: actions you want people to complete on your site.
Example: purchases, registrations, download a file, contact us, etc
• Conversions ÷ Visits (or UVs) = Conversion Rate
Conversions
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17. Visits
CPA
CPC
CPM
Click-Through Ratio (CTR)
Ad Impressions
Unique Visitors
Conversions
Bounce Rate
Page Views
17

18. XYZCoolTrips.com
xyzcooltrips.com/france: 90,000 pageviews
xyzcooltrips.com/spain: 10,000 pageviews
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19. Content Traffic
90%
10%
France
Spain
50%
50%
France
Spain
19

20. xyzcooltrips.com/france: 90,000 pageviews
xyzcooltrips.com/spain: 10,000 pageviews
xyzcooltrips.com/madrid: 1,000 pageviews
xyzcooltrips.com/seville: 1,000 pageviews
xyzcooltrips.com/cordoba:1,000 pageviews
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21. Content Traffic
20%
80%
France
Spain
87%
13%
France
Spain
21

22.  370M pages of content
 1 page of search
 Google is still a search brand/site
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23. • Top content: most visited pages by
URL
• Content by title: most visited pages
by page title
• Content drilldown: most visited
sections (folders)
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24. Keywords
Keywords people used to find
your site give an insight on how
the site is being perceived by
users and search engines
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25. Handling Large Amounts of Keywords
Advanced keyword research
Google Webmaster Tools
Word clouds (Wordle.net)
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26. “Demographics are Dead”
Wunderman Report – “How to Think Digital”
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27. Your Market is…
“Any group of people who are actively
researching a product you offer”
Wunderman Report – “How to Think Digital”
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28. Why Keywords?
People search alone usually
Users are not forced to search
Search is not a selection between alternatives
it’s an expression of desire
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29. User Intent
Consider the following keywords:
Camera
Digital camera
Digital camera models
Digital camera price comparison
Canon powershot sx20 best deals
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30. Another Example
GPS
GPS navigation
Garmin GPS navigation
Garmin car GPS navigation
Garmin nuvi 660
Buy Garmin nuvi 660
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31. Deep Diving Into Each Keyword: example (games)
31

32. Export the Data
Keywords Queries / month
[games] 16,600,000
[addicting games] 5,000,000
[free games] 3,350,000
[free online games] 3,350,000
[funny games] 2,740,000
[online games] 2,740,000
[video games] 2,740,000
[flash games] 1,500,000
[pc games] 1,500,000
[computer games] 1,220,000
[fun games] 823,000
[racing games] 823,000
[games online] 673,000
[shooting games] 673,000
[download game] 550,000
[download games] 550,000
[free game downloads] 550,000
[free game] 450,000
[free online game] 450,000
[game online] 450,000 32

33. The Art: Spotting Trends / Segments
Keywords Queries / month Category
[games] 16,600,000 generic
[addicting games] 5,000,000 addicting
[free games] 3,350,000 free
[free online games] 3,350,000 free / browser
[funny games] 2,740,000 funny
[online games] 2,740,000 browser
[video games] 2,740,000 video
[flash games] 1,500,000 brower
[pc games] 1,500,000 computer
[computer games] 1,220,000 computer
[fun games] 823,000 funny
[racing games] 823,000 action
[games online] 673,000 browser
[shooting games] 673,000 action
[download game] 550,000 computer
[download games] 550,000 computer
[free game downloads] 550,000 computer
[free game] 450,000 free
[free online game] 450,000 browser / free
[game online] 450,000 browser
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34. Segments of ‘Games’
Category Queries %
Generic 16,600,000 35.5%
Browser 9,163,000 19.6%
Addicting 5,000,000 10.7%
Computer 4,370,000 9.4%
Free 3,800,000 8.1%
Fun 3,563,000 7.6%
Video 2,740,000 5.9%
Action 1,496,000 3.2%
Total: 46,732,000 100.0%
Generic
Browser
Addicting
Computer
Free
Fun
Video
Action
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35. Google Webmaster Tools Keyword Analysis
35

36. Dubai keywords by wordle.net 36

37. 37

38. Google News 38

39. The Market vs. Your Website
The Market My Website’s Content
90%
10%
Football Basketball
40%
60%
Football
Basketball
39

40. Awareness
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41. 41

42. Some Awareness Measures
• Percentage of features used
• Number of keywords used to find your brand
• Type of keywords used to find your brand
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43. Traffic
43

44. Key Performance Indicators
KPI
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45. 45

46. Averages
Segmentation is Everything
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47. Google Analytics Advanced Segments
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48. 48

49. Brand Traffic
• People who know your brand
• One of the most loyal segments
• Difficult to influence by others (sites, search
engines)
• Measure trend in absolute number of visits
• Analyze this segment’s behavior over time
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50. Eurosport Arabia Brand Segment
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51. 51

52. The Power of Content
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53. What are the ways in which a
person can go to a page?
53

54.  Directly typing in the URL
 Through a relevant
search result
 Clicking on a link on another site or email
 Advertisement (text, banner, video, etc…)
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55. AdWords Remarketing
• Identifies people’s interest based on the page
they visit
• Retargets these people when they go to other
sites
Music
banner
55

56. Writing Effective Ads
Ads relevant to
specific keywords
Features
Benefits
Calls to action
Using keywords in ads
Test different landing pages
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57. Benefits
Main point of interest
They are what your product achieves for the
user
They are what users care about
Examples: feeling good about themselves
(loosing 10kg), feeling safe on the road (air
bags), securing a good future for your kids
(good ROI on investment plan), etc…
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58. Features
How your product helps me achieve the benefits
Specific evidence about your product
Points of differentiation
Examples: 50” screen, 8MP camera, ABS breaks,
real leather shoes, etc…
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59. Calls to Action
Leads user to a specific thing to do
Generates enthusiasm in the moment
Filters users
Examples: register now, buy immediately, signup
for our newsletter, share with your friends,
join the community, etc…
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60. Using Keywords in Ads
Keywords are highlighted on results pages
Boosts relevancy of ads
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61. Thank you
Elias Dabbas
elias@media-supermarket.com
eliasdabbas@gmail.com
+971 55 953 18 26
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