Web Marketing Week3

1. Internet Marketing Practices Week 3: Acquiring Visitors, Part II Alan Chen, 2011

2. Types of Internet Marketing Traditional Internet Marketing Display (and Interactive) advertising

3. E-mail marketing

4. Social media optimization Affiliate Marketing Cost per action or Revenue sharing Search Engine Marketing Search engine optimization

5. Pay per click advertising And so on... http://en.wikipedia.org/wiki/Internet_marketing

6. What's the most effective way?

7. It depends on your goal Building brand awareness?

8. Encouraging users to go to your store?

9. Encouraging users to make inquiry?

10. Encouraging users purchasing online?

12. The best allocation for increasing Download AdWords PPD Banner Ads

13. How Google AdWords Works? Reallusion Google Visitors The more relevant the keywords, the lower the price Create ADs Determine Keywords Detemine Price Order by Price & Relevance Pay by Clicks (PPC)

14. AdWords Plan Campaign & daily budget Ad Groups & Keywords Ads, message, and landing page

15. AdWords Optimization CTR CTR & Conversion 3.5% 2.5% 2.8% 1.2% 5.1% 3.8%

16. Then We Know the Effective Keywords and Messages Many users are looking for solutions to... This approach meets their needs!

17. Next, optimizing the Bidding Determine your Value per Click

18. Set your initial bid lower than your Value per Click

19. Adjust your bid to generate more profit

20. What's the value of each product download? 1Q2011 IC CT CTA WC Download attempt Download complete Copy sold Price (Pro version) Value/download attempt Value/download complete

21. Price Impression Clicks Downloaded Cost Revenue Profit @0.3 40,000 600 120 180 600 $420 @0.5 40,000 1,200 240 600 1,200 $600 @0.8 40,000 1,800 360 1,440 1,800 $360 行銷的目標不是減少成本，而是增加顧客，並將利潤最大化 - 不可不知的矽谷網路行銷學 Assume per download worth $5

22. That's the idea of A/B Testing and Optimization

23. Over ?% visitors have only one page view Over ?% visitors leave home without going to next page If we can make 3% difference, that would equal to ? visits

24. More A/B Testing Method Google Website Optimizer enables layout, or page level A/B testing

25. http://www.google.com/websiteoptimizer/

27. A/B testing in Keyword selection If you have a jewelry store... Maybe you want to optimize for " 珠寶 "

28. But your customers may for 鑽石 , 白金 , 戒指 If you are selling second-hand cars, what do you want to optimize for?

29. Luckily, Search Engines getting smarter Search Dr. Manhattan Dr. = doctor

30. (edit, editing, editor...)

31. Wikipedia ranks best

32. You may find some words that have more search and less competitive via tools

33. How good, or bad, we are doing now?

34. We got better traffic at lower cost

35. We also got good ranking via SEO Animation software: #2 2d animation software: #10 3d animation software: #5 2d character animation: #3 3d character animation: #4 2d cartoon maker: #6 Realtime filmmaking: #1 2d cartoon software: #7

36. We got good ranking via good content Face animation: #1

37. Animation creator: #2

38. Animation movie software: #1

39. Search Engines steadily bring high quality traffic

40. But even the best ranked keywords are hard to bring more than 1,000 visits/month

41. There is no “super star” in Search Engine Marketing

42. Surprising Results

43. What can We Do to Improve it? * Get More Keywords in Better Positions * Increase Click and Conversion Rate Make it a habit

44. Reduce Duplicate Title/Description

45. We've talked about meta description last week

46. If you don't have a description, they will create one for you, no matter you like it or not...

47. Take Advantage of Internal Links

48. Be Careful with File Name We can read “SearchEngineMarketing”, but search engines see it as one word

49. They may still index it, but not as high as separate words Search “search engine marketing” Search-engine-marketing.html >=

50. Search_engine_marketing.html >=

51. Searchenginemarketing.html Matt Cutts provided SEO advice in a 2010 Google I/O conference (2010/6): http://www.youtube.com/watch?v=7Hk5uVv8JpM

52. Small Things can Make a Big Difference Title + body exact match >= Title + body match >= Title + body partial match it might be different if we call it crazytalk_features_script.asp

53. Use Consistent URL Though they may direct users to the same page, but different to search engines /crazytalk

54. /crazytalk/default.asp

55. Can't we just create a re-direct page? Http://www.reallusion.com/support.asp Yes, we can, but... An redundant page is created

56. Re-direct page does not weight as high as direct

57. GA tracking may broken Same rule applies to event pages. Long URL can: Avoid page redirect

58. More informative to search engine, e.g. how-to-make-3d-video.html

59. /event/ 11- 3d-stereo/ (unless it requires users to manually input)

60. Remember, search engine has limited capability in following Flash, Javascript; they may even get lost in tables! Repeat keywords in plain text

61. Provide links & meaningful anchor text in web pages

62. Highlight important keywords with standard tags

63. CSS and HTML 5 can be the better alternative We will move on to Conversion in 2 weeks

64. Feedback last week

65. Can content store content contribute SEO weighting to Reallusion? Yes, each page is a book; Reallusion is the publisher Why www.reallusion.com doesn't provide search? The nature and file structure of site

66. The technology and consistency with the site e.g. 404 not found

67. According to Google document, we should have..., we should avoid..., have we done that? That's why we need everyone know the rule and make it a habit

68. We can focus on optimizing major pages, but ranking #3 or #30 of all the other pages make bigger differences

69. Importance of SEO If SEO is so important, we should let everybody, including designers, marketing staff, programmers, and webmasters know the importance, and how to achieve best result

70. Maybe SOP is required http://www.sdhinteractive.com/blog/2011/04/top-google-result-gets-36-4-of-clicks-study/

71. SEO vs. Adwords (search: 3d animation) Organic: to home, 3ds Adwords: to landing

72. What We Can Do? Increase external links to Reallusion From reliable sites

73. Meaningful anchor text When creating a web page (in turns of ROI): *** Meaningful title

74. *** Meaningful description (CTR)

75. ** Proper folder/file name

76. ** Use H1, H2, etc. to emphasize, especially repeating image titles

77. * Image file name and alt info (image search) Marketing/CPM need to let designer know the keywords to use

78. What will we do next time? Week 4: Converting visitors to customers

79. Exercise: What kinds of A/B testing you think will be useful to Reallusion, why?

80. That's all for today, any question?

81. More material if you are interested in AdWords... AdWords Online Classroom http://www.google.com/adwords/onlineclassroom/ 不可不知的矽谷網路行銷學 (Book) http://www.books.com.tw/exep/prod/booksfile.php?item=0010481554

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