Fundamentals

Abdel Rahman Sleem

CEO, IMFND

April. 2015

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About Me
CEO & Founder at IMFND

+10 years
• work experience in Strategic Management ,Marketing & Project Management .l
got MBA Module of Marketing on February 2013 .

+20 Companies
• I have been their Strategic & Marketing consultant in the MENA region

+ 12 international events
• Organize more than in the MENA in digital marketing with international &
regional speakers .
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Course Agenda • • Google advertising

• • Display advertising

• 1. Introduction to Digital Marketing : • • Creative art work for your online adv campaigns

• • Digital marketing landscape • • Targeting clusters

• • Digital marketing in Egypt

• 2. Strategy & Planning :

• • How to write your perfect media plan • 3:

• • Budget & bidding
Implementation( Forms of Digital marketing ) : • I.
• • Campaigns measurement & optimization •
Online advertising :
II. Social Media Marketing :
• • Introduction to online ads
• • Introduction
• • Types of online campaigns
• • Types of social media channels
• • Types of banners
• • What’s content marketing
• • Online platforms
• • Creating a content strategy
• • facebook & social advertising
• • Implement your content marketing strategy : •
 • audience management • IV. Email Marketing over view

• • Social media management tools • V. Mobile Marketing over view

• • Measurement & optimization • VI. Games advertising over view

• III. Search Engine Optimization over view 4. Measurement & analytics over view

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THE WORLD IS CHANGING

My in-laws are 60. They use email to reach me! My

nephew is 11. He plays golf & races cars…online!

My brother saw his dates after 3-4

meetings…online! My husband hasn’t been to a

bank in 4 years!

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Today’s consumer
More Time Spent on Social
Networks More Impatient
More Vocal
More Clutter & Information

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Today’s Communication

Perceived, rather than real, customer feedback

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The new marketing paradigm

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Some Interesting Facts

• There are more addresses than there are people on Earth.

The current global population stands at more than 6.7
billion.

• There are about 150 web addresses per person in the world.

• If you spent just one minute reading every website in

existence, you’d be kept busy for 31,000 years. Without
any sleep.

• 28.9% percent of total time spent online in India was

 spent on Google Sites,

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What is Marketing ?
Marketing is creating things of value in
order for people to trade what they value
in return.
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What is Marketing ?
Marketing is creating things of value in
order for people to trade what they value
in return.

And Digital Marketing is the Same

Using he power of the internet!

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What is
Digital
 Marketing ?
Digital Marketing is the
promoting of brands
using the Internet,
mobile and other
interactive channels.

Digital Marketing is the

practice of promoting
products and services
using digital distribution
channels to reach
consumers ina timely,
relevant, personal and
cost-effective manner.
 - Wikipedia

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What is Online Marketing ?

“Marketing the products using Internet (Web + WAP)”

Video
Social Media

Blogs

Digital
Channels
Banners
Emails
 Games SMS

SEM
Websites

Mobile Phones IMFND 2015©

Viral Elements

Why Digital Marketing?

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THE EFFECTIVENESS OF ONLINE

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Understanding Paid, Earned and Owned

Media Models
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This is where your Digital

Marketing Strategy Comes
in…

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Remember the old adage..

Slow and Steady Wins the

Race!

‘If you slowly and consistently implement

 this strategy, you will be ok…’

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Remember the old adage..

Slow and Steady Wins the

Race!
 ‘If you slowly and consistently implement
this strategy, you will be ok…’

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In the new normal…

Fast and Consistent
always beats slow and steady!
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Online Advertising
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Online Advertising
• Online advertising is a
form of promotion that
uses the Internet and
World Wide Web for the
expressed purpose of
delivering marketing
messages to attract
customers. Examples of
online advertising include
contextual ads on search
engine results pages,
banner ads, Rich Media
Ads, Social network
advertising, online
classified advertising,
advertising networks and

e-mail marketing,
including e-mail spam.
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Contd…

• Online advertising (otherwise known as sponsored links on

websites like Google) is a quick and effective way of
promoting your website and generating targeted website
traffic.

• It’s the advertising which uses Internet as a media to

communicate.

Ethics in Online Advertising
• Flashing banners will distract the
users
• Misleading images designed to look
like error messages from the
operating system
• Lead to sites with malicious software
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or adult material
Unethical Advertising Methods
Privacy
Hosting the banner images on its servers
and using third-party cookies, the
advertising company is able to track the
browsing of users across these two sites.
Malware
external applications which alter system
settings . E.g. spawn pop-ups web pages
insert advertisements into non-affiliated

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Revenue Models
• CPM (Cost Per Mille), also called "Cost Per Thousand (CPT), is where
advertisers pay for exposure of their message to a specific audience.
"Per mille" means per thousand impressions, or loads of an
advertisement.

• CPV (Cost Per Visitor) or (Cost per View in the case of Pop Ups and
 Unders) is where advertisers pay for the delivery of a Targeted Visitor
to the advertisers website.

• CPC (Cost Per Click) is also known as Pay per click (PPC). Advertisers pay
each time a user clicks on their listing and is redirected to their website.
They do not actually pay for the listing, but only when the listing is
clicked on.

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Contd…
• CPA (Cost Per Action) or (Cost Per Acquisition) advertising is
performance based and is common in the affiliate marketing sector of
 the business. In this payment scheme, the publisher takes all the risk of
running the ad, and the advertiser pays only for the amount of users
who complete a transaction, such as a purchase or sign-up.

• CPL (Cost Per Lead)

• CPO (Cost Per Order)
• CPE (Cost Per Engagement)

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Types of Advertising
• Affiliate marketing: Affiliate marketing is a form of online
advertising where advertisers place campaigns with a
potentially large number of small (and large) publishers,
whom are only paid media fees when traffic to the
advertiser is garnered, and usually upon a specific
measurable campaign result (a form, a sale, a sign-up, etc).
Today, this is usually accomplished through contracting with
an affiliate network.
• Contextual advertising: Many advertising networks display
graphical or text-only ads that correspond to the keywords
of an Internet search or to the content of the page on which
the ad is shown. These ads are believed to have a greater
chance of attracting a user, because they tend to share a
similar context as the user's search query. For example, a
 search query for "flowers" might return an advertisement
for a florist's website.

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Contd…
• Behavioral targeting: In addition to contextual
targeting, online advertising can be targeted based on a
user's past clickstream. For example, if a user is known
to have recently visited a number of automotive
shopping / comparison sites based on clickstream
analysis enabled by cookies stored on the user's
computer, that user can then be served auto-related
 ads when they visit other, non-automotive sites.
• Semantic advertising: Semantic advertising applies
semantic analysis techniques to web pages. The
process is meant to accurately interpret and classify the
meaning and/or main subject of the page and then
populate it with targeted advertising spots.

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Types of Online Advertising Campaigns

Intention Branding Direct Response
For the user to gain awareness for For the user to take
your brand specific action
Landing page Content within site; already built Specific landing page
that allows user to take
action within 2 clicks

Call to Action Learn More / Check us out .. Buy Now / Contact us

KPIs CTR, Engagement, Plays CPL, CPA

Messaging Usually includes $ amount

or number discount

Where Single site, Sponsorships, Road blocks Ad Networks

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Online Advertising
Landscape Publisher

Tech
Customer Landsca Provider

pe
Agency
Media
Agency

Creative

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 Targeting Clusters in Online

ads Contextual

Past
Purchase

Intent to buy
Re
TargetingBehavioral

Targeting Clusters

Audience
Day Part
Frequency
Capping

Geographi
c

Keywords

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Ads types and different sizes

And Social Advertising

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 Reach
more of the people who matter most to you
Once you’ve started connecting with your customers on Facebook, you’ll want to find
other people who are likely to be interested in your product or service. We use
Facebook ads to send the right message to the right people, just when they’re most
open to discovering your business.

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Facebook Advertising
When you create ads, they’ll be shown in different placements on
Facebook depending on your goal and your targeting and creative choices.

Marketplace Ads Sponsored Stories

 Facebook.
• Sometimes paired with social actions
your friends have taken. Could be
shown on Facebook’s newsfeed or
RHS.
• Based on the idea of social proof
and that consumers are more
likely to like a page someone they
know already has.
• Drives greater action / engagement
• Standard Facebook ad that can drive from users.
internally or externally to

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Facebook Advertising
Find the right customers more efficiently with custom targeting clusters

Demographic
 • Age • Relationship status
• Gender Social
• Zip • Likes & interests
• Device • Friend connections
• OS • Activity (e.g., check-ins) • Intent

Personal
• City/State/Zip Custom targeting
• Birthday • Customers of specific operators • Active web users w/o
• Education smartphone
• Workplace

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Facebook Advertising
Fine-tuned Targeting with Advanced Targeting Options:
 Competitors fan pages
You could aim your Facebook Ads to target the fans of your competitors Facebook pages. You’re
only dealing with the most active users. Think about how much more Facebook and website traffic
you can gain if you’re publishing equality and relevant content regularly.

Custom Audiences
Find your existing audiences among people who are on Facebook using email addresses,
phone numbers, Facebook user IDs.

Lookalike Audiences
Target user profiles that Facebook think are very similar to your existing custom audience also can
be targeted to extend your ad reach

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Twitter Advertising
Maximize your impact with different forms of advertisements on

Twitter
Promoted Accounts Promoted Tweets Promoted Trends
booster. Trends are popular topics
Promoted Tweets are regular happening right now, on
Quickly build an active Tweets but with the added Twitter. Because these
community of advocates bonus of reaching both Trends are placed
and influencers on Twitter. current and potential prominently next to a user’s
The bigger your follower followers you target. timeline, they get mass
base, the more people exposure.
there are to engage with
and spread your message.

Could be used for always Perfect for message delivery Perfectly used for offers and
on campaigns or as a to a wide audience. campaigns.

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LinkedIn Advertising

Sometimes LinkedIn generates more sales leads

than Twitter or Facebook because:
• You are reaching to a business-focused audience.
• You can filter your target audience by criteria such as job title, job function,
industry, geography, demographics, skills, company name, company size, .. etc •
Millions of executives who don’t want to be on Twitter or Facebook are
members of Linkedin

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PPC vs SEO
PPC SEO

Pay per click Free

Auction based Project based

Higher cost Low costs

Traffic potential 30% Traffic potential 70%

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Why is Search important ?
[ Cross sell ]
Canon Digital Camera
Canon IXUS 100HS Canon IXUS 100HS bag
Canon EOS
Transact
Digital Camera photocopier [ Purchase ] Grow
[ Value add ]
Attract
[ Awareness ]

Engage
[Consideration] Retain
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Search
Marketing
Report,
Analyze,
Optimize
 Research

Demographic
and
Geographic
Targeting

Keyword
creation

Monitor conversion rates Create

Split Test Ads Landing
PPC Setup & Landing Pages
and Pages

Management

Multiple Ads

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Where my ad appears
Paid Ads (PPC) Paid Ads
(PPC)
Organic Search
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Account structure
Google AdWords Account

Campaign : Clothes

Ad group : Sports wear Ad group : Classic wear

Keywords: Classic wear
Best classic
Keywords: Sports wear wear
Best sports
wear
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Budget & Bidding

 Set a daily and

monthly limit Specify the max CPC

click
Use the keyword tool
for insights
Pay when the user

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 Keyword tool
• Search for new keywords and ideas
• Get search volume of a keyword
• Get the keyword competition
• Get an estimated CPC
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Quality Score
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Get the message out to the mass audience

Blast your messages to all targeted groups on hundreds of

premium and targeted websites, that will sure drive your
sales.
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Why use GDN Advertising?

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 GDN Advertising
Google Display
Network
Right Person Right Timing Right Message
behavioral data
• Reach qualified leads
based on interests and
• Target a custom intent to purchase
segment based on • Engage past site visitors
specific demographics, with remarketing
lifestyle, • Topic targeting •
psychographics and Keyword contextual
targeting
• Placement Targeting
• Customize creative based
on user behavior,
interests or
demographics
• Rich media drives user
engagement and recall
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YouTube Find and Reach Your Audience

YouTube is the #1 online video site in the world.
Gain Valuable Insights About Your Video and
Audience 9 out of 10 viewers can be enticed to watch
Advertising
video ads.
 Spread Video Messages on a Larger Scale Reach New Customers Wherever They Are
800 million people visit YouTube every YouTube mobile gets 400 million views per
month. day.

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YouTube Advertising
2. Viewers see your ad 3. Pay only when
above or next to someone clicks your ad
YouTube’s search results to watch your video
when they search for In-display
content related to your
In Search video
1. Ads appear on the
Youtube search page
 someone clicks your ad seconds. videos over 10
to watch your video. minutes.
In-stream 3. Pay only when
someone watches 30 2. Before a video plays,
seconds of your ad or to viewers choose to watch
completion if the ad is one of three ads, or to
under 30 seconds.. see regular commercial
breaks during the video.
1. Ads appear next to In-slate
videos on the YouTube
watch page 3. Pay only when
1. Ads play as a pre-, someone clicks your ad to
mid-, or post-roll on watch your video.
2. Viewers can click the
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display ad to watch the IMFND 2015©
of all
video in the ad or on a
YouTube watch or lengths.
channel page.
1. Ads play before long
2. Ad plays and viewers form YouTube partner
3. Pay only when can skip after 5

Display Advertising
Standard Banners
[ Leaderboard | Showcase | Skyscraper ]

Rich
Media Banners
Social Media Banners
Channel Takeover [ Sponsorship Banners ]

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 Rich Media Advertising
Rich Media Types:
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Key Performance Indicators
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Measurement & Analytics

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Measurement & Analytics

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Measurement & Analytics
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Google Analytics
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