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Online performance marketing

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Presentation for the IP_406 course at the University of Economics in Prague

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Online performance marketing

  1. 1. Online performance marketing Pavel Jašek IP_406 presentation, University of Economics in Prague, 15. 4. 2012
  2. 2. Dobrý web introduction • Leading performance marketing and user research agency in Czech republic • Public activities: conferences • Education: training dokument | Online performance marketing snímek | 2
  3. 3. Agenda: Online marketing overview • PPC campaigns • Search Engine Optimization • Affiliate marketing • User research • Web experimentation • Web Analytics dokument | Online performance marketing snímek | 3
  4. 4. What will you learn by the way • How to support online marketing within the organization • Who should you employ for online marketing • How to fail faster dokument | Online performance marketing snímek | 4
  5. 5. Who owns the web? • Siloed organizations • Different responsibilities and goals • Internal communication and cooperation • Integrated marketing campaigns IT Marketing Sales • Traffic • Promotions • Conversions dokument | Online performance marketing snímek | 5
  6. 6. Web Traffic • Accessibility • Strong brand • Usability Users • Offline advertising • Information • architecture • Prospects PPC campaigns • • Content • Customers SEO • • Visual design • Foreigners Display campaigns • Email marketing • Brand trust and credibility • Affiliate marketing • Persuasiveness • Social media • Competitiveness dokument | Online performance marketing snímek | 6
  7. 7. Satisfy the demand with PPC CAMPAIGNS dokument | Online performance marketing snímek | 7
  8. 8. Looking for a home breadmaker?
  9. 9. Google, Seznam, Yahoo & Bing
  10. 10. Performance marketing KPIs • How much can you afford to pay? • Do you need some monthly budget? • MaximumCostPerClick = = ConversionRate × AverageMargin » 2 % CR × 250 CZK = 5 CZK maxCPC • Cost per sale = Costs / Conversions dokument | Online performance marketing snímek | 10
  11. 11. ROPO effect
  12. 12. SEO is not that technical as you may think SEARCH ENGINGE OPTIMIZATION dokument | Online performance marketing snímek | 12
  13. 13. SEO goals Be on the first position To be on the SERP for keywords ABC Easy to be found on the internet Bring relevant visitors to your site dokument | Online performance marketing snímek | 13
  14. 14. On-page optimization
  15. 15. Page title URL Internal links Main heading Relevant content Smaller headings
  16. 16. Pay per Action AFFILIATE MARKETING dokument | Online performance marketing snímek | 16
  17. 17. Win-win business
  18. 18. Amazon pays 4 – 6 % from affiliate links http://www.amazon.com/gp/product/0470529393?ie=UTF8 &tag=advawebmetr-20&linkCode=as2 &camp=1789&creative=9325&creativeASIN=0470529393 dokument | Online performance marketing snímek | 18
  19. 19. Who wins? Customer or HiPPO? IMPORTANCE OF USER RESEARCH dokument | Online performance marketing snímek | 19
  20. 20. Some of the impressive results • None of the testers was using the scroll wheel of the mouse. • Only perceived what’s currently visible in the browser. • Used the Back button very often. • Didn’t know the concept of breadcrumb navigation. • Managed to fill in form fields successfully. • Drop-down menu was very comfortable. dokument | Online performance marketing snímek | 21
  21. 21. Heatmaps
  22. 22. Personas
  23. 23. User testing
  24. 24. User testing
  25. 25. May the best variant win! A/B TESTING dokument | Online performance marketing snímek | 26
  26. 26. Version A
  27. 27. Version B
  28. 28. 7,5 % Improvement in conversions! This A/B testing presentation: http://noca.cz/HKofdD dokument | Online performance marketing snímek | 29
  29. 29. Version A
  30. 30. Version B
  31. 31. Well, not all tests are successful dokument | Online performance marketing snímek | 32
  32. 32. Measuring visitor behavior WEB ANALYTICS dokument | Online performance marketing snímek | 33
  33. 33. Right data for right people
  34. 34. Reporting vs. analysis http://blogs.adobe.com/digitalmarketing/analytics/reporting-vs-analysis-whats-the-difference/ dokument | Online performance marketing snímek | 35
  35. 35. Engage your colleagues
  36. 36. Thanks! Pavel Jašek @paveljasek pavel.jasek@dobryweb.cz www.dobryweb.cz dokument | Online performance marketing snímek | 37

Presentation for the IP_406 course at the University of Economics in Prague

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