online advertising & analytics for the writer
DESCRIPTION
Overview of online advertising models and analytic tools for the Online Writing and Editing Class (PB 590C) at Emerson College.TRANSCRIPT
Facilitated by
Internet Advertising & AnalyticsInternet Advertising & Analytics
Online Writing & Editing (PB 590C)Online Writing & Editing (PB 590C)
Summer Session II 2010Summer Session II 2010
Internet Advertising & AnalyticsInternet Advertising & Analytics
Online Writing & Editing (PB 590C)Online Writing & Editing (PB 590C)
Summer Session II 2010Summer Session II 2010
Internet Advertising & AnalyticsInternet Advertising & Analytics
Online Writing & Editing (PB 590C)Online Writing & Editing (PB 590C)
Summer Session II 2010Summer Session II 2010
Tom HaneyTom [email protected]
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This
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Agenda
4. Implications for the Writer
3. Online Analytics
2. Advertising Deal Structures
1. Internet Business models
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Who Does Content Serve?
Visitor(Reader) Publisher
Content
Marketer(Advertiser)
TrafficSources(search)
AdvertisingAgencies
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Old Media Versus New Media
Internet 1.0 Web 2.0
GlobalMeasurableInteractiveTransactional
SocialDistributedMobileLocal
Topic 1Internet Business Models
Business, that's easily defined - it's other people's money.
Peter Drucker
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SEO = Search Engine Optimization
SEM = Search Engine Marketing
Costs of acquiring traffic
• Paying writers and other staff
• Paying for distribution
“Hit” content versus “long tail” content
Is SEO degrading the integrity of writing and journalism?
Acquiring Traffic – SEO, SEM
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Primary Online Business Models
Business Model = How a company makes money.
PricePerUser
Ecommerce Advertising Freemium VirtualGoods
One time – apps
Recurring – Subscription (premium)
Merchandising
Transactions
CPM – cost per impressionCPC – cost per clickCPA – cost per acquisitionCPL – cost per lead
Part free, part premium
Upsell
Growing
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Traits of Successful Online Businesses
Get Big or Get Expensive
Get Big – grow the audience and sell advertising. Size and scale are key to success.
Get Expensive – charge users. OR
Topic 2Advertising Deal Structures
A magazine is simply a device to induce people to read advertising.
James Collins
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Advertising Acronyms
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CPM – Cost Per Thousand Impressions
Visitor(Reader)Audience
Publisher
Content
Marketer(Advertiser)
Page View = Impression
M = Roman number for one thousand
$
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eCPM
CPM is the historical standard
* Primary model for television
* Cost per click and other models get translatedto effective CPM to facilitate comparison across models
e = effectiveeCPM = effective cost per thousand
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Conversion Funnel
LEAD MEASUR
Is something we can influence.
Impressions
Clicks
Engaged
ConversionsClicks / impressions =Click thru rate aka CTR
Conversions / clicks =Conversion rate
Engage means the user didn't “bounce”. She viewed more than the one page.
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Dollar Metrics
LEAD MEASUR
Is something we can influence.
Impressions
Clicks
Engaged
Converted
Impressions 2000
clicks 10
Click-thru rate (CTR)
.05%
Converted 1
Conversion Rate
10%
CPM $0.50
Cost $1.00
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Cost Per Click, Cost Per Acquisition
LEAD MEASUR
Is something we can influence.
Impressions 2000
clicks 10
Click-thru rate (CTR)
.05%
Converted 1
Conversion Rate
10%
CPM $0.50
Cost $1.00
Cost per Click =Cost / clicks
$1.00 / 10 = $0.10
Cost per Acquisition =Cost / conversions
$1.00 / 1 = $1.00
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Cost Per Lead or other Action
LEAD MEASUR
Is something we can influence.
Acquisition can be any action for which the marketer is wiling to pay.
Cost per Acquisition =Cost / conversions
$1.00 / 1 = $1.00
For example:Sign-up for servicePurchase a ProductStart a free trialSubmit an e-mail addressBecome a qualified lead
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Differences in the Models
The main difference is how the advertiser pays for the marketing.
CPM – is paid by the impression. Most risk to the advertiser.
CPC – is paid by the click. Risk is shared.
CPA – is paid by the action (or acquisition). Most risk to the publisher.
eCPM – is the effective CPM if paid by click or action.
The supporting key metrics are the same in each case.
Topic 3
People play differently when they’re keeping score.
Online Analytics
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Why use online Analytics?
Publisher Advertiser Writer
Better serve the audience.
Increase click-thru rates CPM.
Evaluate traffic sources.
Determine hit stories.
Optimize click thru and conversion rates.
Calculate dollar metrics.
Evaluate various publishers.
Improve engagement.
Understand what readers like.
Better sell to publishers and advertisers.
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Google Analytics
Traffic Engagement
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Traffic Sources
Organic = search terms that were not paid search.
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Football Passing Tree
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Keyword Sources
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The Advertisers' View
Campaign was run on the CPC model of Google Adwords.
Cost per conversion is key. Cost per conversion needs to be lower than the lifetime value of acquiring the customer.
LTV CPA
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Demographics
Demographics are key for advertisers
(and agencies)
Demographics on Emerson.edu from quantcast.com
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Social Media Analytics
Measures the effectiveness of tweets, re-tweets, follower strategies
Engage your audience
hootsuite.com
socialoomph.com
Topic 4Implications for the Writer
That's not writing, that's typing.
Truman Capote
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Key Takeaway
Content
is
King
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Challenges
Church&
StateContent
&Advertising
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The Role of the Writer
Drive traffic to create adverting dollarsBring value to the freemium model
Engage and entertain users for repeat visitsJustify premium pricing on subscription sites
Build your reputation and personal audience
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Building a Reputation
* Write your own blog* Define your voice and showcase your talent* Contribute to higher profile sites, even if they don't pay much* Promote your own content on Facebook and Twitter
You are your own brand and traffic generator
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Crush It – Gary Vaynerchuck
The key to monetizing online
* Differentiation from others in a niche
* Take advantage of genuine personality
* The more developed one's personal brand is, the greater the awareness, the greater the business opportunities available.
No longer need to play in traditional structures. Gatekeepers are being eliminated.
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Recap of Topics
4. Implications for the Writer
3. Online Analytics
2. Advertising Deal Structures
1. Internet Business models
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Questions?
Don't hesitate to get in touch:
Tom Haney
http://www.tomfinder.com
513-876-5439