1. A PRIMER ON
DIGITAL
MARKETING

2. WHAT IS DIGITAL MARKETING?
“Digital marketing is marketing that makes use of new media to
engage with consumers and other business partners.”
Internet Marketing is a major component of digital marketing.

3. DIGITAL MARKETING
 A website acts as the hub where all the digital marketing efforts
will lead to
 The goal of any digital marketing campaign is to increase the
number of hits to and conversion ration from the website

5. Digital
Marketin
g
Email
Twitte
r
Pay
Per
Click
Affiliat
e
Meas
urabili
ty
ROI
Social
Media
SEO
Digital
Displa
y
Intera
ction
Linke
d in
Relati
onshi
ps

6. PULL VERSUS PUSH
 Pull Digital Marketing: Consumer actively seeks the marketing
content, often via web searches or opening an email, text
message or web feed. Websites, blogs and streaming media
(audio and video) are examples of pull digital marketing.
 Push Digital Marketing: Marketer sends a message without the
consent of the recipients, such as display advertising on websites
and news blogs. Email, text messaging and web feeds can also
be classed as push digital marketing when the recipient has not
given permission to receive the marketing message.

7. PULL VS PUSH DIGITAL
MARKETING
Pull Push
 Consumer seeks the content
 Examples: Websites, blogs
and streaming media
 Marketeer pushes the
content
 Examples: Email Marketing,
Display Advertising, Web
Feeds etc

8. SEARCH ENGINE OPTIMIZATION (SEO)
 Search engine optimization (SEO) is the process of improving the
visibility of a website or a web page in a search engine's "natural" or
un-paid ("organic" or "algorithmic") search results. In general, the
earlier (or higher ranked on the search results page), and more
frequently a site appears in the search results list, the more visitors it
will receive from the search engine's users.
 As an Internet marketing strategy, SEO considers how search
engines work, what people search for, the actual search terms or
keywords typed into search engines and which search engines are
preferred by their targeted audience. Optimizing a website may
involve editing its content and HTML and associated coding to both
increase its relevance to specific keywords and to remove barriers to
the indexing activities of search engines
8

9. SEARCH ENGINE MARKETING
 The process of marketing that involves promotion of websites in
their search engine results pages (SERP) using paid placement
and contextual advertising to reach a paid inclusion
9

10. SEO VS SEM COMPARISON
SEO SEM
10
 Improve a websites’ ranking in the
results
 Slow and drawn out process
 Involves on-page and off-page
optimization
 Web design techniques
 High upfront costs, longer value
 Site showing for different
searches
 Uncontrollable traffic
 Typically considered a higher level
of trust
 Advertisements that show up
on results pages
 Controllable form on digital
marketing
 More flexibility to budget,
keywords and targeted
websites
 Instant qualified traffic
 Instant, short lived results fast
 As many visitors as you want
based upon your budget

11. SEARCH ENGINE MARKETING
 Pay per click
 Cost per impression
 Search analytics
 Web analytics

12. PAY PER CLICK
Pay Per Click (PPC) allows advertisers to deliver traffic to their
website(s) by bidding on their selected key phrases. Ads (known as
Sponsored Results) appear in the major search engines based on ad
spend / budget and quality score.
Some metrics to follow to determine PPC campaign success are high
click through rates and high conversion rates.
 Quickest and most consistent way to drive targeted traffic
 Creates brand exposure
 Allows for valuable campaign testing

13. PAY PER CLICK
 Google displays your advert based on the keywords searched for
and how much you pay google per click
 Pay Google or other search engines on a Cost Per Click basis
 CPC is worked out by Google on the amount of people bidding for a
word or phrase
 Adds displayed based on bid price and quality score
 Quality score = CTR, Loading time of Landing Page, Landing page
relevancy, relevancy of creative to keyword and natural SEO

15. PPC KEY ELEMENTS
Campaigns Ad Groups
Ads Key Phrases

16. HOW TO RUN PPC CAMPAIGNS?
Keyword Research Landing Page Creation
Ad Creation Campaign Setup
Testing Optimization

17. WHAT'S INCLUDED IN....?
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Keyword Research
• Keyword discovery
• Keyword analysis
• Keyword competition
• Keyword selection
• Keyword click cost budgeting

18. WHAT'S INCLUDED IN....?
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Landing Page Creation
• Placing strong, clear calls to action
• Creating a user-friendly experience
• Including relevant content
• Incorporating privacy and trust support

19. WHAT'S INCLUDED IN....?
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Ad Creation
• Tying in landing page calls to action
• Using clear, concise verbiage
• Making the ad stand out
• Working in the right key phrases

20. WHAT'S INCLUDED IN....?
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Campaign Setup
• Proper ad group structuring
• Setting the necessary network settings
• Setting the desired budget / delivery settings
• Using geo-targeting
• Using conversion tracking
• Preparing reports and alerts

21. WHAT'S INCLUDED IN....?
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Testing
• A/B testing of ads and landing pages
• Multivariate testing of ads and landing pages

22. WHAT'S INCLUDED IN....?
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Optimization
• Adding / pausing key phrases
• Adding / pausing ads
• Implementing landing page improvements
• Creating new campaigns and ad groups
• Incorporating new calls to action and landing pages

23. FEW KEY TERMS
 Display Ads – Ads displayed on websites. Display ads can be
static or animated and include images, video, text, and interactive
elements
 Email Marketing– A marketing technique whereby email is used to
promote products or services to potential customers and generate
repeat business from existing customers.

24. FEW KEY TERMS
 Pay-Per-Click (PPC)– An online payment model where you only
pay when someone clicks on your online ad.
 Click Through Rate (CTR) = No. of Clicks / No. of Ad Impressions
 Cost Per Click (CPC) – Total Cost/ No. of Clicks