Embed Size (px)
Citation preview
Driving Traffic to a web site
E-commerceWeb site
Domain NameSearch Engines
PublicRelations
PromotionsAdvertisements
External Links
Domain Name (Brand)
www.coca-cola.com
www.coke.com
www.cocqcola.com
Web site
198.4.159.10 (IP address)
DNS
DNS
DNS
No spamming !
Use opt-in, opt-out approach
Search Engines & Directories
<HTML><head><meta name = “keywords” content = “coke, coca-cola, the real thing,soft drinks, pop, mixers, cola”> <title> Coca-cola Homepage </title></head> <body><h1 align = “center”> <u> Welcome to Coca-cola Homepage!</u></h1>
Overture is an active bid search engine
Public Relations
• Gomemphis.com – Full text of the President’s “State of the Union” address
• World Chess Match moves
• Clinton “cyber town hall meeting”
Promotions
online - is more tractable than offline advertising
offline – traditional tv, radio, billboard and magazine can be tagged with .com
Pool of Impressions
Pool ofVisitors
Buyers
2%
5%
1,000
20
1
Cost per Impression: $15/CPM ($.015)
Cost per visitor @ 2% click-through ($.015/.02= $.75)
Cost per purchase @ 5% conversion ($.75/.05=$15.00)
Profitability of Each Site Can Be DeterminedRipped Fuel Example
Ad site Type $cost/cthru visits/mth Orders Sales Convrt $/order $/visit Profitable?
Excite Search $0.30 3,986 19 800 0.48% $42.11 $0.20 NoYahoo Directory $0.30 4,594 21 1,480 0.46% $70.48 $0.32 No
IPF Wt. Lifting $0.50 78 10 450 12.82% $45.00 $5.77 Yes
11
Banner Click-Through Rates
0.40
0.45
0.50
0.55
0.60
0.65
Apr May Jun Jul Aug Sept Oct Nov Dec Jan
Banner Click-Through Rates (Apr 1999-Jan 2000)
Source: Nielsen//NetRatings
Percent
Month
Passive vs. Active Approaches
• Passive – Banner, Pop-ins
• Active – Content (text) links, Affiliates
Driving Traffic to a web site
E-commerceWeb site
Domain NameSearch Engines
PublicRelations
PromotionsAdvertisements
External Links
