2. SEM SEO Display Ads Social Media E-Mail

3. SEM SEO Display Ads Social Media E-Mail
I’m talking about this
and this

5. Using a search engine to FIND information, ANSWER
a question or REACH a website to buy something
has become as second nature
AS ….

6. Users’re NOT coming for clicks...

8. Seeking info, search products,… on Search Engines then
clicking on the relevant keywords ads to land the
advertiser’s page.
A closely aligned path. Clicks make sense
View/Engage/
Interact
Click

9. 85% of all clicks on
display ads came
from just 8% of the
Internet audience
View/Engage/
Interact Open
Click

10. Do you trust
those ads
WORK?
Mike Shields, “Google CEO: Display Ad Market Could
Become $200 Billion Biz,”
AdWeek,
February 2011

11.  CTR, the main metric
 Balloon ads, the main demand of marketers
 Ad Tech (Targeting/Re-targeting, Optimization, Data),
not much enough care

13.  Balloon is not BAD, but use it right!
 Let user decide to intentionally real engage/interact
with your brands (audio, video, banner expansion, click-
to-download/install,…)
 Do not create more invalid traffic by mis-clicking.
 Creativity is appreciated

14.  Marketing is in long-terms
 More thing to do…
 Choose carefully the right vendors: trusted ad serving
platforms, and third-party verifications.
 Learn and Apply new ad tech into your campaigns
(Targeting and Optimization capabilities of your
vendor). Even sit down and brainstorm with your media
providers/vendors.

15. Loi Tran
Skype: dailoi114
D: 0122-888-1077
Yes, I’m young, willing
to learn and un-right
sometimes. So share
your concerns!!

16. 1. Understand the characteristics of your click-based and view-
based audiences. As we’ve seen, clickers may not be your
buyers.
2. Measure view-based conversion volume as well as click-based
conversion volume. Buyers are likely to take another look, and
perhaps another and another, before deciding to purchase.
3. Judge your campaign by the conversion rate rather than the
click-through rate. Or better yet, use effective cost per action
(eCPA) to measure the effectiveness of your entire advertising
investment no matter how you’ve chosen to buy it.
4. Develop and apply a multi-touch attribution approach. This
involves building a model to better account for the impact of
all of the ads that touched your customers along their path to
purchase and can help you overcome the shortcomings of
click-based and last-touch attribution (attributing all credit to
the last ad seen).
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