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Internet Marketing
CMA Advisors ConferenceJuly 2014Corey [email protected]@vanderbilt.edu
Saturday, August 9, 2014
Why is Internet Marketing important?
Saturday, August 9, 2014
Ad Spending and Ad Rates By Type
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Saturday, August 9, 2014
Where I Get Traffic - Paid Search
Saturday, August 9, 2014
Where I Get Traffic - Natural Search
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Where I Get Traffic - Social Media
Saturday, August 9, 2014
Where I Get Traffic - Content Marketing
Saturday, August 9, 2014
Where I Get Traffic - Email
Saturday, August 9, 2014
Where I Get Traffic - Display Advertising
Saturday, August 9, 2014
Where I Get Traffic - Traditional Advertising
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Saturday, August 9, 2014
Where I Send Traffic - Direct Advertisers
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Where I Send Traffic - Google Ad Network
Saturday, August 9, 2014
Where I Send Traffic - Content Ad Network
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Saturday, August 9, 2014
How I Make Money - E-Commerce
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How I Make Money - Display Advertising
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How I Make Money - Google Ad Network
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How I Make Money - Content Ad Network
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How I Make Money - Subscriptions
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Saturday, August 9, 2014
How I Get Better - Web Analytics
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How I Get Better - Research
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How I Get Better - Website & Usability Testing
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How I Get Better - A/B Testing
HeadlinesCall to Action
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Saturday, August 9, 2014
Search Engine Optimization (SEO)
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SEO Best Practices
- Linking (Internal / External)
- URL Optimization
- Meta-Data Optimization
- Page Content Optimization
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Linking (Internal)
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Linking (External)
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URL Optimization
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Meta-Data OptimizationMeta-Description Meta-KeywordsMeta-Title
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Page Content Optimization
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SEO Best Practices
- Linking (Internal / External)
- URL Optimization
- Meta-Data Optimization
- Page Content Optimization
Saturday, August 9, 2014
Paid Search Engine Marketing
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Paid Search Overview
- Keyword Selection
- Creative Development
- Landing Page Optimization
- Bidding Strategy
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Keyword Selection
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Creative Development
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Landing Page Optimization
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Bidding Strategy
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Paid Search Overview
- Keyword Selection
- Creative Development
- Landing Page Optimization
- Bidding Strategy
Saturday, August 9, 2014
Display Advertising
- CPM (Cost per thousand impressions)- CPC (Cost per click)- CPA (Cost per action)
How Display Advertising is Priced
- Direct from Publisher- Self-Service Display Ad Network (ie. Google)- Real-Time Bidding Display Ad Exchanges
Where to Buy Display Advertising
- 300 x 250 (Medium Rectangle)- 728 x 90 (Leaderboard)- 160 x 600 (Wide Skyscraper)- 180 x 150 (Rectangle)
Most Common Display Ad Sizes
Saturday, August 9, 2014
Facebook Advertising
Saturday, August 9, 2014
Twitter Advertising
(Good for sharing content, building awareness, offering deals)
(Good for user discovery, product releases, big events)
(Good for mass awareness, product launches, brand building by association)
Promoted Tweet
Promoted Account
Promoted Trend
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LinkedIn Advertising
Payment Options
Targeting Options Targeting Examples
Ad Placement
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Google Analytics
- Traffic Overview
- Traffic Sources
- Site Traffic Distribution
- Site Speed
- Site Search
- Goal Flow
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Traffic Overview
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Traffic Sources
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Site Traffic Distribution
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Site Speed
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Site Search
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Conversion Goal Flow
Saturday, August 9, 2014
Google Analytics
- Traffic Overview
- Traffic Sources
- Site Traffic Distribution
- Site Speed
- Site Search
- Goal Flow
Saturday, August 9, 2014