Advanced Marketing Lab The online tools for a performance e-marketing strategy Serena Pasqualetto serena.pasqualetto@unipd.it LESSON #1: AN OVERVIEW OF PERFORMANCE MARKETING
About Serena Pasqualetto Serena Pasqualetto currently works as an Online Marketing Specialist at FiloBlu, a leading Italian e- commerce agency based in the province of Venice. She has been working with top e-commerce brands especially from the fashion industry. She focuses on Performance Marketing strategies, helping brands reaching their sales and ROAS goals by defining how and where to allocate their web marketing budget.
Purposes of this lab - Gaining an understanding of the main web marketing and web analytics tools - Mastering some of the most used online tools to carry out market, trend and customer analysis - Planning, creating and implementing search, display and remarketing campaigns on Google AdWords (group work) - Learning how to use and mix these tools together for The Augmented Traveler s project.
What is performance marketing? LESSON #1
What is Online Marketing?
An example of traffic pie
Organic Traffic vs. Paid Traffic SEO Social Media Content (Blogs, etc) Referral Sites Direct Traffic Search Advertising Display Advertising Native Advertising anything you pay for!
Organic Traffic: a definition Traffic driven by people searching for your product on search engines like Google. CLICK
Organic Traffic: Search Engines source: http://www.seobuzzinternetmarketing.com/
Referral sites Traffic driven by other websites ( referrals ) to our own website. Examples of this are articles linking to our website and guest posts. http://www.valeriephillips.com/
Direct Traffic Traffic generated by people directly typing the website URL on the browser s tab.
Social media Traffic driven by content posted on social network sites (Facebook, Twitter, LinkedIn, Pinterest etc).
When organic is not enough
Paid Search & Display ONLINE ADVERTISING = paying for traffic coming from other channels (search engines, website networks, social media etc) Online ADV is: - measurable - optimizable in real-time - flexible: you can stop at any given moment
What is Performance Marketing? - Campaigns are driven by specific goals that are measured by specific metrics (e.g. CPC, CPA, Impressions, etc) - You pay as you perform an action (conversion) - The performance is being measured and optimized in real-time, or near real-time
Conversions A conversion is an activity on your site that is important to the success of your business. There are micro and macro conversions. A conversion serves a specific goal.
Goals and Conversions
Goal: Sales Example of Conversions: - Purchase - App Download Main KPIs: - Revenue - ROAS (Return on Investment) - COS (cost-of-sale)
Goal: Brand Awareness Example of Conversions: - Ad views - Clicks - Facebook like - Facebook comments Main KPIs: - Impressions - CPM (cost per 1K impressions) - View
Goal: Lead Generation Example of Conversions: - Newsletter Signup - Account Creation Main KPIs: - Lead - CPL (Cost-per-lead)
Main tools
Search Ads - Advertising on Google via Google AdWords - Advertising on Yandex via Yandex - Advertising on Bing via Bing Ads - Advertising on Baidu - Advertising on Naver MAIN GOALS: SALES APP DOWNLOADS BRAND AWARENESS
Search Ads - Search ads respond to a specific query - Users are actively search for something when they click on the ad - More prominent than organic results CLICK - Easily customizable messages
Remarketing - Remarketing re-engages users who previously visited a website by letting them complete an action (e.g. a purchase) - Highly relevant messages - In some cases, users are shown exactly what they added to cart - Cookie-based technology MAIN GOALS: SALES APP DOWNLOADS APP RE-ENGAGEMENT
Display Ads - Display Advertising lets users know about your brand by showing them visual and textual banners as they are browsing other websites. - Different types of targeting: sex/age, interests, topics, keywords, placements MAIN GOALS: BRAND AWARENESS LEAD GENERATION
SEO SEO consists of a series of techniques aimed at increasing website s visibility and ranking on search engines MAIN GOALS: SALES BRAND AWARENESS APP DOWNLOADS
DEM DEM = Direct E-mail Marketing Newsletters sent out on a regular basis to a user database or specific database segments MAIN GOALS SALES
Facebook Ads Facebook campaigns driving users to perform a specific action: signing up, buying online, etc MAIN GOALS SALES APP DOWNLOADS BRAND AWARENESS LEAD GENERATION
YouTube Ads Youtube campaigns aiming to increase the amount of views of a website MAIN GOALS BRAND AWARENESS
Over to you.
Additional resources Quick guides to the main digital marketing tools https://www.quicksprout.com/the-beginners-guide-to-onlinemarketing/ https://cdn.wrike.com/ebook/the-beginners-guide-to-online- Marketing.pdf Google s Digital Garage Program Get certified by Google with this online marketing fundamentals course.