Vietnam Online Advertising 2012 seminar presentation by Binh Le, FPT Online.

1. Online Marketing
Performance Tracking
Mr. Le An Binh
Marketing Manager

2. Agenda
• Why Online Marketing?
• Why you need performance tracking?
• How to track the online channels performance?
• How to optimize?

3. Why Online Marketing
 Low cost and can do with small budget
 Measurable
 Results Are Instantaneous
 New Levels of Customer Interaction:
attract and engage
 Instant Global Market

4. Why performance tracking
 What Cannot Be Measured Cannot Be Improved
Online MKT
Channels
Your Website

5. Why performance tracking
 Determine which is the best channels in Online MKT
campaigns
 User behavior of each traffic channels
CPC Ads:
Banner Ads:
Email: Your Website

6. How to track?
Traffic tracking tools:

7. What you can do with Google Analytics

8. How to track the traffic from URL?
Create URL tracking code with URL Builder from Google

9. How to track the conversion?
Traffic is nothing without conversion
• Setting the Goals and Ecommerce in Google Analytics accounts

10. Bounce rate
X =
$1,000 70% $700

11. Landing Page Optimization
Choose the right landing pages
Homepage Category page Product page
Do the A/B testing as much as you can

12. Optimization for CPC Ads
CR CiR
Order/
Impression Clicks Cost Revenue
Conversion
CTR CPA / CPO
Historic CTR
CPC
Quality Score
Historic CTR CPC Cost

13. Optimization for CPC Ads
CTR Chart
Replace the ads right after it reach the CTR peak