Online Marketing

Philipp Pfaller
Online Marketing

CHANNEL OVERVIEW
Online Marketing Channels

Affiliate SEO / Content Display E-Mail Omni-

Marketing SEA Marketing Ads Marketing Channel

Website

Direct sale Indirect sales

(web shop) (offline)
Online Marketing

ANALYTICS & KPI

Matomo

Open source analysis program that records the behavior of your

website visitors. GDPR compliant.
.
Google Analytics

Free analysis program that records the behavior of your

website visitors. Possible GDPR problems.
Web KPI

 Unique Users  Conversion Rate (CR)

 Visits  Click Through Rate (CTR)
 Page Impressions  Clicks/Leads/Orders
 Dwell Time  CPX
 Bounce Rate  Cost per Click (CPC)
 Cost per Lead (CPL)
 Cost per Order (CPO)
 Cost per Action (CPA)
Example for e-commerce KPI

 Revenues
 Conversion rate
 Average order value
 Rate of returns
 Customer lifetime value
 Relationship between new and returning visitors
It's the goal that counts

 Goals: e.g. turnover,

registrations
 Upstream variables like ‘visits’
have only limited informative
value
 Little kids playing ball all run
after the ball. And they often
forget about the goal.
Customer Journey „Last Click“

Display > Search > E-Mail > Remarketing > Purchase

Marketing value assigned to last channel only based

on last interaction.
Customer Journey „Linear“

Display > Search > E-Mail > Remarketing > Purchase

Marketing value assigned to all channels based on all

interactions.
Customer Journey „ Linear with change“

Display > Search > E-Mail > Remarketing > Purchase

Example for different control levels of channels

Example: Top Conversion Paths
Example: Attribution
Cross-device touchpoints

Purchase
awareness sorting concretization
decision
Customer journey

 Purchase process is not linear, parts repeat

 Typical example:

Tablet
• Offline • Final decision
advertising • In-depth research • Actual purchase
arouses interest
• Tests,
• First search comparisons

Smartphone Desktop
Online Marketing

THE WEBSITE
What makes a good website?

 Good content  Good content management

 Clear structure system
 Convincing design  Accessibility
 Call to action  IT security
 Optimization for mobile  High performance
devices  Search engine optimization
 Easy to use  Social media integration
 Independence of agency
Target group analysis

 Collect types of existing

and/or desired customers
 Checking for similarities and
grouping them together
 Visualize groups with name
and picture and describe them
exactly
 Adapt all other measures to Silver Ager

the target groups (language,

navigation, CTA, landing
pages, visual language ...)
Content is King

 Do good and talk about it.

 No success in search engines
without compelling content
 Only good content will be
read and shared
 Provide clear navigational
structure
Website navigation is extremely important

 Links must be meaningful

 Work out the right navigational keywords
 People love conventions
 Offer alternative navigation concepts (bread crumbs, sitemap,
search, jump navigation...)
 Offer a good 404 page
Call To Action (CTA)

 Every single page of a

website pursues at least one
goal.
 Users must be able to reach
this goal in an easy way.
 The call to action must be
clearly reflected in design,
text (language/expression)
and buttons.
 Goals must be measurable.
Online Marketing

USER-CENTERED DESIGN
Why User Experience Design?
Usability vs. User Experience

 Usability: The official ISO 9241-11 definition of usability is: “the

extent to which a product can be used by specified users to
achieve specified goals with effectiveness, efficiency and
satisfaction in a specified context of use.”
 User Experience: "User experience" encompasses all aspects of
the end-user's interaction with the company, its services, and its
products.
User Experience Hierachy of Needs

JOY
OF USE

USABILITY

UTILITY

ACCESSIBILITY
Integrated communication affects UX
Company Touch points Clients

POS / Offices

Sales reps

Corporate design

Website

E-Mails

Social Media

Printed forms

brand identity Advertising material

brand image
Events / fairs
The Elements of the User Experience
result

e.g. layout, style

surface visual design guide

navigational design e.g. tesimap

raster
information design e.g. wireframe

Time
structure information architecture e.g. flow diagram

circumference functionality & content e.g. user stories

user needs e.g. personas

strategy
product goals e.g. brand identity

concept
PRIMÄRE PERSONA

"Where can I find a cool agency?"

Brigitte •
•
Searching for new agencies
Average knowledge of web design
Responsible for agency pitches • Must be emotionally addressed

Personal Profile Fact sheet

Brigitte studied media design in St. Pölten and Munich. After her studies she Occupation: Marketing employee
moved to Vienna and lives there with her boyfriend within the belt. Education: FH degree in media design
Age: 30
She worked briefly in an advertising agency, but soon switched to the client side. Family status: LAP, no children
After several years as a marketing assistant in an SME, she is now responsible for Personality: Friendly, visually oriented,
the website of a larger company with locations in 3 countries and several hundred determined, accurate.
employees.
web design knowledge
She wants to re-tender the outdated website. With the existing agency she is no
longer completely happy and also the internal IT should remain excluded to a Experience: 5 years marketing, 2 years online
large extent. She is therefore looking for suitable agencies to invite her to submit marketing
an offer. Language: SEO, Responsive: yes, SEA, CPC,
Social Signals: No
Personals goals Knowledge: She has a good overview, but
Our Business Goals
needs in-depth advice to be able to make
Brigitte is revisiting our website: We want Brigitte to: decisions.

• to see if we are a good agency
• see if we already have references in
your industry and for similar projects
• if necessary, find our contact details
and contact persons for the pitch
invitation
• she asks us for her web project internet usage
• she has a good impression of
Internet Experience: Professional
LimeSoda and acts as "Ambassador"
Primary use: e-mail, social media, shopping
in the pitch
Favorite sites: FB, Google, DerStandard,
• they liked our Facebook page so that
Amazon
we can stay in touch
Online time: professionally always, private 5 h /
week
Online Marketing

CONVERSION RATE OPTIMIZATION (CRO)

Conversion Rate Optimization

At a conversion rate of
3% 1,000 new
customers opposite

97% 30,000 no converted

customers.
are against us With a customer value
of € 50, this is a
potential of € 1.5
million for optimization.
Conversion and Contribution Margin

Szenario Szenario Delta • High conversion rates

1 2 lead to a high
contribution margin
Visits 10.000 10.000
Conversion Rate 3% 6% +100% • Doubling the
Sales 300 600 conversion rate leads
to a cut ob costs per
Turnover 30.000 60.000 +100% order by almost 50%
PPC costs -5.000 -5.000
Cost of goods -20.000 -40.000 • Increasing conversion
rate can be a measure
Transport costs -1.200 -2.400 to level decreasing
Contribution 3.800 12.600 +332% growth
margin
Cost per order 16 8,33 -47,9%
The 5 seconds test

Show Ask
Print landing Select
printout for 5 questions,
page participant
seconds observe

• A4 printout of • Find as many • Reveal the • 5 minutes time

the website external testers printout and turn for the following
as possible it around again questions:
• Brief: We have after 5 seconds. • What was this
questions about • Ignore irritation page about?
a website of participants • What is the
• Do not give any purpose of what
information you saw?
about the exact • What should
procedure! users do on this
page?

We see what users like and whether the call to action is understood.
Conversion Optimization

relevance

trust

orientation

stimulance

safety

comfort

conversion

review

Quelle: Morys: Conversion-Optimierung

Relevance

 Only if users classify a page as relevant to them they will stay:

 "Where am I?"
 “Is this what I'm looking for?"
 "Is that for people like me?

 Clarity as basis for relevance

 It increase emotional activation
 Sometimes better than pages stuffed with information
Message-Match

 Content of the landing page must match advertising promises

and expectations
 Use Personas
 Use suitable navigational terms
 Mind inner dialogue of the visitor, e.g. with subheadings ("What
does it cost?" or "Can I give it back later?")
 Pay attention to visual hierarchy: Bring to the foreground what
users are looking for
Value proposition

 Define unique selling propositions (USP) and sales arguments

briefly and concisely
 Which motives play a role for the purchase?
 What is the benefit behind this product?
 Integrate benefits into product texts
 Test rational benefits against emotional motives
 Test USP in headlines and bullet points
Emotional benefits
can be derived from
Steven Reiss's 16 "life
motives".
Price and effort

 Every consumer decision is based on the estimation of benefits

and costs.
 Do expected benefits and perceived offerings match?
 Check price perception: Does something seem too cheap or too
expensive?
 Give examples of prices and calculations for orientation purposes
 Waiting time = Costs
The "HOW" makes the difference

expensive

cheap

The same price is perceived differently expensive, depending on

the style of the price tag. Subtle signals can change price
perception.
Emotional resonance, implicit codes

 Implicit codes make one side sympathetic to us.

 Authenticity is the basis of sympathy: language of the user
instead of marketing blabla
 Implicit codes are processed much faster via image concepts and
the effect is greater
 Use storytelling and testimonials to authentically convey the
story and the values that reinforce the product's value.
Faith

 No trust, no conversion
=> great optimization potential
 Can I trust this company at all?
 Is the offer credible?
 Will the ordered goods arrive at
all?
Trust through authority

 Milgram experiment: People obey authority

figure even when it instructs to perform acts
conflicting with their personal conscience.
 Doctors, researchers: Who are the "white
coats" of your industry?
 Quality seals on homepage and checkout
 Well known logos create trust (payment
provider) and create additional relevance
(manufacturer logo)
 Celebrities as testimonials
Confidence through professional appearance
(credibility-based design)

 Trustworthiness clear in 2.3 seconds

 High aesthetics = high trust
 Simplicity suggest professionalism
 "Form follows Function": With good design even usability errors
are forgiven
 "Standard templates" often experienced as a "low-cost solution”
 The brand needs space: The logo can be small, but it needs white
space around. This is also associated with the brand's self-
confidence.
Social Proof

 People trust other people's judgment. Especially that of friends

 Displaying the number of customers or users currently on the
site. Show social signals such as likes/shares or reviews
 B2B: Display of references
 Attention: Everything must appear genuine and authentic. Also
allow negative feedback, but comment it. Differentiated opinions
increase credibility
Visual Hierarchies

 Website visitors don't really

read content
 In the first seconds, the eye
scans elements it considers
most important
Tips for Visual Hierarchy

 Conversion-critical points in
dark color
 Eliminate distractions in
content/design
 Summarize and highlight
conversion elements: e.g.
variant selection + quantity
entry + shopping cart button
 Primary navigation and search
function must be clearly
visible at expected positions
Risk Avoidance

 Button texts should clearly express

what users expect
 Place help icons near critical elements
 Also offer help via other channels
(chat, phone)
Paradoxon of Choice

 Psychologically we don’t profit from to many options to choose

from
 We need explanatory pages to help users decide
 Good product comparison is key
 Reduce complexity
 Remove backgrounds from product photos, offer filter navigation
...
Shortage

 Display real stock levels and inform about delivery times and
order deadlines
 For time-limited offers, clearly show order period
Consistency and Commitment

 Positive feedback ("green checkmarks") encourages the user in

his actions
 Split forms ("Micro-Conversions")
 Start with simple questions, query critical data at the end
 Create transparency over number of steps necessary and current
status
Hunting and Gathering

 Gamification rewards users

for their actions and provides
positive feedback
 Ensure clear rules
 Make first successes easy,
then increase difficulty
 Enable high score and social
sharing
Safety

 What happens if something's

broken?
 Is customer service available
in case of emergency?
 Is my data safe there?
 Will I receive unwanted
advertising afterwards?
Safety

 Free trials, trial versions or

test licenses reduce
uncertainty
 Communicate cancellation &
return options
 Emphasize data protection
 Offer guarantees
 Hotline for last objections
Comfort

 People want to avoid effort

 Simplify complex processes
 Lead users and limit decision-
making freedom
 Pay attention to usability
 Use clear layout with white
spaces and remove
unnecessary elements
Reviews

 Positive reviews are important

for customer loyalty,
repurchase and customer
lifetime value.
 Users deal with questions
such as: “Did that meet my
expectations?“
Online Marketing

DOMAIN STRATEGY
The Domain

Domain name

www.limesoda.com
Subdomain Top level domain
Attention: Phishing
Enterprise domain strategy

The domain strategy influences the positive perception and

awareness of brands and companies. It supports lead generation
and protects against dangers:

1. Research requirements / inventory

2. Find the perfect domain name
3. Reserve domains for your product range
4. Analyse traffic
Find the perfect domain name

 Short, clear, easy-to-remember names save marketing costs

 No big compromises to make
 In case of emergency try buying via secondary market (cost
limesoda.com: EUR 8,000)

www.bka.gv.at
vs.
www.bundeskanzleramt.at
Domain determines visibility

 Top level domains (.com, .org)

rank internationally
 Country code domains (.at,
.de) rank national or regional
Reserve words of your product domain

 How would customers describe your offer?

 What would users enter in the browser's address bar or in a
search engine?

 Some domains generate type-in-traffic

(e.g.: www.flugbuchung.at)
 Possible positive influence on search engine ranking and
purchase decision
Excursus: Trade mark law

1. Word trade mark: LIMESODA

2. Figurative trade mark:

3. Word and figurative trade mark:

=> Generic vs. non-generic trade marks

Online Marketing

CONTENT MARKETING
Content Marketing

 “Content marketing is a marketing

technique of creating and
distributing relevant and valuable
content to attract, acquire, and
engage a clearly defined and
understood target audience – with
the objective of driving profitable
customer action“
 Download Handbook:
https://www.hifive.be/downloads/di
gital-marketing/content-
marketing.pdf
Historical Highlights - Oetker

In 1891 August Oetker sold small

packages of his Backin baking powder to
households with recipes printed on the
back. In 1911 he started publishing a
cookbook that has gone through several
updates over the past 100 years and
now it is one of the most “best-selling”
cookbooks with more than 19 million
printed copies. All recipes originated
from the test kitchen of the Oetker
company and the book was carefully
written as a textbook to teach cooking
from scratch.
The goal was to communicate the quality
and reliability (“succeeds every time”) of
this brand-name product, which more
than a century later remains a best seller.
Historical Highlights - Michelin

The French tyre manufacturer

Michelin published its first
travel guide in 1900: The 400-
page Guide Michelin for France.
More than 100 years later, the
Michelin Guide still remains the
reference for the restaurant and
hotel world, and is today
available in 14 editions covering
23 countries and is sold in
nearly 90 countries.
Historical Highlights - Lego

In the 1980s, LEGO faced a tremendous

threat from competing construction toys.
To cope with this situation, in 1987
LEGO began building a brand content
empire by producing successful LEGO
videogames, with all their cross
merchandising and brand extensions
with Star Wars, Harry Potter and others,
and launching the Brick Kicks magazine
now “LEGO Club” delivered to millions of
LEGO Club members around the world.
Today LEGO is such a giant when it
comes to brand content, that at times it
more closely resembles a media
company than a toy company, literally
dominating the competition through
multimedia storytelling.
Content Marketing Mix
The Implementation of Content Marketing
Development of an effective CM strategy
Online Marketing

SEARCH ENGINE MARKETING

Search Engine Marketing

Search Engine
Marketing
(SEM)

Search Engine Search Engine

Optimization Advertising
(SEO) (SEA)
The market leader: Google

SEA

SEO
Search Engine Marketing

KEYWORD RESEARCH
Short Head / Mid Tail / Long Tail

Short Head Long Tail

a.k.a. brand products

Search volume high low

CTR varies high

Suchvolumen

CVR varies very high

Search words 1-2 3+

% share
very low very high
Keywords
% share Traffic 10-15 % Approx. 85 %
Short Head

Long Tail

Anzahl Keywords
© SEOKomm Präsentation 2010 von Ulf Weihbold / Pulpmedia GmbH
Google Keyword-Planner

• Search for new keywords

using a phrase, website, or
category
• Retrieve data on search
volume and trends
• Multiply keyword lists to
get new keywords
• Enter or upload a list of
keywords to retrieve
forecasts
• Get a forecast for
campaigns or keywords
from your account (beta)
Google Trends
Google Tools

 Google Business Profile:

https://www.google.com/intl/de_at/business/
 Google Analytics:
www.google.com/analytics/
 Google Search Console:
search.google.com/search-console/welcome
 Google Looker Studio:
lookerstudio.google.com/
 Google Trends:
www.google.com/trends/
Third-Party-Tools

 Screaming Frog: www.screamingfrog.co.uk/seo-spider/

 W-Questions-Tool: www.answerthepublic.com
 Ahrefs: ahrefs.com
 SISTRIX-Toolbox: tools.sistrix.at
 Searchmetrics: www.searchmetrics.com
 Ryte: de.ryte.com
 Link Research Tools: www.linkresearchtools.com
 SEOlyze: www.seolyze.com
Search Engine Marketing

SEARCH ENGINE OPTIMIZATION (SEO)

Google could work that way...
Content Index SEO

1. SERPS* & Snippets**

2. On-page optimization (editorial)
3. On-page optimization (technical issues)
4. Off-page optimization (link building)

* Search Engine Result Pages

** Entry of one page in the search results
Google ears its money with advertising

With some search terms even a

"1st place" does not help so
much
Google answers a lot of questions itself...

… das man eigentlich gerne

mit seiner eigenen Website
beantwortet hätte …
Optimize Snippets!

 Optimized Snippets increase

CTR
 Good snippets inform about
the target link
 Test variations
 Snippet-Optimizer:
https://de.ryte.com/free-
tools/snippet-optimizer/
Use structured data markup!

 Enhancements:
 Breadcrumb
 Sitelinks Searchbox
 Corporate Contact
 Logo
 Social Profile
 Carousel
 Content Types:
 Article
 Book
 Course
 Dataset
 Event
 Fact Check
 Job Posting
 Local Business
 Music
 Occupation
 Paywalled Content
 Podcast
 Product
More on structured data:  Recipe
https://developers.google.com/search/docs/guides/intro-structured-data  Review
 TV and Movie
Testing tool: https://search.google.com/structured-data/testing-tool  Video
Knowledge Graph

 A knowledge base used by

Google to enhance its search
engine's results with
information gathered from a
variety of sources. The
information is presented to
users in an infobox next to the
search results.
Google Blended Search

News Information

guidebooks

pictures

Google tries to
deliver varied
search results
("blended")
Content Index SEO

1. SERPS* & Snippets

2. On-page optimization (editorial)
3. On-page optimization (technical issues)
4. Off-page optimization (link building)
Google analyzes user signals

1. Click Rate(CTR)
 Optimize title, meta description, rich snippets
2. Dwell time
 Optimize: Good content, internal links
3. PI/Visits
 Optimize internal links
 Call for action (CTA)
4. Bounce rate
 Optimize internal and external links to reduce the bounce rate back to
Google search results
Creative content

 Creativity wins
 No "Welcome to our homepage".
 FAQs are always suitable for new, meaningful content
 Humor never hurts
 Use (own) pictures / visual story telling
 Use (Own) Videos
 Always ask :
Who really (!) wants to read this text?
Google SEO-Guide

 Getting started
 Help Google find your content
 Tell Google which pages shouldn't be crawled
 Help Google (and users) understand your content
 Manage your appearance in Google Search results
 Organize your site hierarchy
 Optimize your content
 Optimize your images
 Make your site mobile-friendly
 Promote your website
 Analyze your search performance and user behavior

 Source: https://support.google.com/webmasters/answer/7451184?hl=en
Tips for text creation

 Correct grammar and spelling is

relevant for ranking
 Use synonyms
 Use terms that are directly
related to the main keyword
 Use important search terms in
the text in central places
 Avoid too frequent repetitions of
keywords
 Do not hide keywords in source
code

book tip
Content Index SEO

1. SERPS* & Snippets

2. On-page optimization (editorial)
3. On-page optimization (technical issues)
4. Off-page optimization (link building)
Google Core Web Vitals

Core Web Vitals are the subset of Web Vitals that apply to all web pages and should be measured by
all site owners. Each of the Core Web Vitals represents a distinct facet of the user experience, is
measurable in the field, and reflects the real-world experience of a critical user-centric outcome.
Page Speed

 Speed is critical for UX, SEO and CRO

 50%+ mobile search queries
 Minification, caching, reverse proxy, cdn…
 Google Page Speed Insights:
https://developers.google.com/speed/pagespeed/insights/
Responsive Webdesign

 Use high-resolution images for retina displays only when details

are more important than loading time
 Include response images with srcset=""".
 Accellerated Mobile Pages (AMP): https://www.ampproject.org/
SEO and HTML5

 Article: Marking of articles

 Aside: marking of associated content such
as additions or references
 Dialog: Identification of dialogs, such as
comments in the weblog
 Figure: Marking of subtitles for media items
such as image captions
 Footer: Identification of a footer, for
example, within an article element.
 Header: Identifies a header area, for
example, within a article item
 Nav: Marking of a navigation
 Section: Identification of a complete section

Quellle: http://www.seo-united.de/blog/seo/html-5-und-seo.htm
XML Sitemaps

 Facilitates crawling for

Google
 Max. 50,000 pages in one
sitemap. It is better to use
smaller thematic clusters.
There are sitemaps for pages,
pictures, videos, news, etc.
 Use last mod parameters in
sitemap.xml (saves crawl
budget)
Robots.txt

A robots.txt file tells search example:

engines whether they can
access certain parts of a website User-agent: *
and then crawl them (1). This
file must have the name Disallow: /picture/
"robots.txt" and be located in Disallow: /search
the root directory of your
website (2).
Mark language versions correctly

 By using the rel="alternate" hreflang="x" link attribute it can be

ensured that Google understands the geo target of the website
and delivers the appropriate language version or regional URL
users
 Also serves to avoid duplicate content
 Hreflang "x-default": Definition of the fallback language, if the
language of the user does not exist
Meta-Robots-Tag

Directive Meaning
all There are no restrictions for indexing or serving. Note: this
directive is the default value and has no effect if explicitly listed.
noindex Do not show this page in search results and do not show a
"Cached" link in search results.
nofollow Do not follow the links on this page
none Equivalent to noindex, nofollow
noarchive Do not show a "Cached" link in search results.
nosnippet Do not show a snippet in the search results for this page
notranslate Do not offer translation of this page in search results.
noimageindex Do not index images on this page.
unavailable_after: [RFC-850 Do not show this page in search results after the specified
date/time] date/time. The date/time must be specified in the RFC 850
format.
All tags: https://developers.google.com/search/reference/robots_meta_tag
Content Index SEO

1. SERPS* & Snippets

2. On-page optimization (editorial)
3. On-page optimization (technical issues)
4. Off-page optimization (link building)
Link building

Weblink: http://whizzmarketing.co.uk/best-practice-link-building-will-help-your-seo/
Possible link building sources

 partners, suppliers, customers  The better your own content,

 blogs, wikis, (web catalogues) the less you have to invest in
 social signals link building!
 content marketing  Link quality counts.
 online PR  Bad links harm!
Online Marketing

SEARCH ENGINE ADVERTISING (SEA)

SEA – Google Ads

 Market leader in the field of keyword advertising

 Cost per click (not cost per 1000 impressions)
 Click price depends on several factors (Quality Score / Quality
Factor https://support.google.com/google-ads/answer/7050591)
 Context-specific delivery of ads
How Ad Rank is determined
Google Quality Score

Bildquelle: https://semsea-zug.ch/post/qualitaetsfaktor-grundlagen-tipps-tricks/
Google Quality Score

Bildquelle: https://semsea-zug.ch/post/qualitaetsfaktor-grundlagen-tipps-tricks/
When should you advertise with ads?

 For bridging deficits in organic

rankings
 For quick success in the event
of short-term events
 To explore niches and
keywords
 Reinforcement in addition to
organic rankings

Bildquelle:
http://www.youtube.com/watch?v=wQgDToX4-ck
Before you start

 You need a live website

including optimized landing
pages
 Analyse the competition
 Define ads budget and
advertising period
 Define measurable goals
(conversions) to measure
success

Bildquelle:
http://www.youtube.com/watch?v=Z5sAJVmt7lw
STRUCTURE OF AN ADS ACCOUNT

• MCC: My Client Center

MCC • You can manage multiple Google accounts
(optional)

account • One Google account per cliet

• Billing information
level
• One campaign per main topic
• Targeting settings (region, time, etc.)
campaign level • Daily budget
• Ad enhancements

• One display group per topic

display group level • Manage advertisements, keywords
and CPC bids
Basic tips

 At least 1 account per customer/project

 At least 2 campaigns per account
 At least 2 ad groups per campaign
 At least 2 text ads per ad group
 2-10 keywords per ad group
Keyword Research

 Brainstorming
 Keyword research from different sources
 Grouping of keywords
 Define match type
 Test and optimize
Keyword Types (Overview)

Keywords are the broad match

shoes vienna
basis of search engine
advertising. Know the broad match modifyer (mixed)
possibilities and use shoes + vienna

them appropriate. broad match modifyer

+shoes + vienna

phrase match
„shoes vienna"

exact match
[shoes vienna]
Matching types

Match Typ Symbol Example These ads are shown Search examples

Broad match keyword shoes vienna Misspellings, synonyms, buy sneakers vienna
related searches and other shoes burgenland
relevant variations shoe store vienna
Broad match +keyword shoes +vienna Only close variations but no buy sneaker vienna
modifyer synonyms Vienna shoes
Phrase Match "keyword" "shoes Phrase and close variations buy shoes vienna
vienna" of phrase buy great shoes
vienna
Exact match [keyword] [shoes Only exact term and close shoes vienna
vienna] variants
Negative match -keyword -sneaker Only searches without the
term
Anatomy of a Goolge Ad

Length limits

More information : https://support.google.com/adwords/answer/1704389?hl=en

Editorial guidelines : https://support.google.com/adwordspolicy/answer/1316548?hl=en&rd=3
Ad Extensions:
Sitelinks Extensions

 Sitelinks are additional links in

your advert that will take
prospective customers direct
to a specific page on your
website.
 https://support.google.com/ad
words/answer/2375499?hl=e
n
Ad Extension:
Locations Extension

 Searchers are informed of the

nearest business location.

Bildquelle:
http://www.youtube.com/watch?v=wQgDToX4-ck
Dynamic Keyword Insertion (DKI)
Advertising in Google Maps

 Only text displays possible

 Ad blocks above the organic
search results
 Ad blocks below the places
information blocks.
Ads on Google Display Network (GDN)

 Ad Types
 Display ads
 Animated ads
 Video ads
 Targeting
 Keyword targeting
 Context targeting
 Interest targeting
 Retargeting (Remarketing)

Bildquelle:
http://www.youtube.com/watch?v=gIQOgv4W-uc
GDN Banner Formats

Leaderboard (728 x 90)

Banner (468 x 60)
Medium Rectangle (300 x 250)
Large Rectangle (336 x 280)
Square (250 x 250)
Small Square (200 x 200)
Wide Skyscraper (160 x 600)
Large Skyscraper (300 x 600)
Skyscraper (120 x 600)

Bildquelle:
https://www.google.com/intl/de_at/adwords/select/imagesamples.html
Google AdSense

 Complementary to Google Ads

 Webmasters embed Google Ads
on their websites and receive
money for them on pay per click
basis
 The difference between what
customers pay for one ad click and
what AdSense customers receive
as payout per click is Google's
primary revenue stream
 Websites with integrated Google
ads form the "content advertising
network"
Online Marketing

DISPLAY ADVERTISING
Display Ads

 Oldest form of online

advertising
 Excellent targeting
possibilities
 More suitable for image
campaigns and branding than
for performance marketing
Ad Standards

 http://www.iab-
austria.at/digitale-
wirtschaft/iab-standards/
 https://www.google.com/adse
nse/static/de/AdFormats.html
Tip: Know the rules, then break them
Media Planning

 Use of Internet portals for advertising

 Question:
 What budget is required?
 Who should be reached with the advertising campaign?
 Which forms of advertising should be used?
 Which media should be used for advertising?
 When and where should advertising take place?
 In which intervals and which intensity should advertising take place?
Media Planning
Media Planning - Key Figures

 Target group potential: Total number of persons in the target

group
 Gross reach: Number of contacts with persons from the target
group
 Net reach: Number of persons from the entire target group who
were reached at least once
 Gross rating point (GRP): Rough measure for advertising
pressure.
Calculation example GRP

 Formula: Net range of coverage in % multiplied by Ø contacts (average

contact) = GRP
 GRPs are most directly calculated by summing the ratings of individual ads
in a campaign. If a television program has an average rating of 7, and an ad
is placed on 5 episodes, then the campaign has 7 × 5 = 35 GRPs.
 GRPs are simply total impressions related to the size of the target
population:

GRPs (%) = 100 * Impressions (#) ÷ Defined population (#)

 GRPs can also be related to measures of the reception of the ad campaign. If

an ad campaign results in 50% of the target seeing the advertising 3 times
on average, then the campaign's size was 150 GRPs:

GRPs (%) = 100 * Reach (%) × Average frequency (#)

Qulle: https://en.wikipedia.org/wiki/Gross_rating_point
Targeting

 Context Targeting: Placement on websites with suitable topics

 Technical Targets: Show campaign on certain operating systems,
browsers, language settings...
 Time Targeting: Show campaign only at night or before lunch…
 Behavioral Targeting: Only address people who were previously
on a particular website. Or: Target specific sociodemographic and
buying interests based on market research
 Predictive Behavioral Targeting

Predictive behavioral targeting uses a linking of surveys and measurement data

to open up the entire spectrum for behavioral targeting. It learns from user
behavior combined with surveys or other third party data in real time. Machine-
learning algorithms are put to work in order to provide ad servers with precise
profile information for the whole inventory.
Remarketing

Remarketing is a variation of targeting, in which users of an online service are

tagged, so they that can be repeatedly shown ads for the website they had
previously visited while surfing the web.
Hyper local Targeting

 Geo-Targeting based on real GPS

data for mobile devices (e.g. iPhone,
Android, Tablets).
 Enables the exact addressing of
smartphones that are currently in a
certain location.
AdServer

 Delivers ad campaigns to users

 Manages targeting, campaigns and ad slots on websites
targeting options
 Open Source Solution OpenX: http://openx.com/
Online Marketing

E-MAIL MARKETING
E-Mail Marketing

 Part of direct marketing

 Difficult legal situation => Solution: Permission based marketing
 Direct, personal approach
 Low cost
 Spam problem => Solution: Relevant content for target group
Common challenges

 Address management online vs. offline

 Administration of registrations and cancellations
 Bounce management
 Editorial Resources
 Success analysis / campaign tracking
Tips for newsletter design

 Target group-oriented content, focus on one topic

 Either mutate content or prefer smaller, but suitable target group
 Personalize: subject, salutation, sender, content, advertising =>
CRM requirements
 Start with and highlight important content
 Test display on different clients

 Call to Action + landing page

 Double-opt-in, unsubscribe link, imprint
Legal aspects for advertising e-mails

 Austria: Check RTR list (§ 7

ECG, "Robinson list")
 Unsubscribe link (Art. 107
Par. 4 TKG)
 Clear identification of sender
(§ 107 Par. 5 TKG)
 Imprint (§ 24 MedienG)
 Dilemma: Extreme marketing
restrictions and still a lot of
spam

Quelle: http://www.internet4jurists.at/e-mail/oe1a.htm
Technical aspects for e-mails

 E-mail clients behave very

differently. User responsive
design.
 Firewalls filter spam
according to different criteria -
tests necessary to avoid false
flag.
Online Marketing

AFFILIATE MARKETING
How Affiliate Marketing Works
How Affiliate Marketing works

 Internet-based sales system

 There is a commission for referrals
 Wide range of billing models (CPC, CPL, CPO...)
 Involved parties are "Advertisers", "Publishers" and in some
cases also "Affiliate System Operators".
Advertiser (Merchant, Dealer, Provider)

 Defines payout rules

 Defines which advertising channels may be used (websites, e-
mail, keyword advertising)
 Provides attractive advertising material
 These factors determine how attractive the affiliate program will
be to affiliates
 Is liable for activities of affiliates
Publisher (Affiliate, Distributor)

 Accepts conditions of the program

 Uses the provider’s ads with affiliate ID on his own websites,
emails, etc.
 Receives commission according to agreed model
Affiliate System Operator

 Affiliate platforms provide a marketplace for advertisers and

publishers
 The provide the technical infrastructure (AdServer, Advertising
Media Management) and receive a handling fee
 E.g. www.awin.com
Affiliate billing models

 PPC: Pay Per Click - Increases reach, but traffic quality can be
low
 PPL: Pay Per Lead - Suitable for consulting-intensive products
 PPO/PPS: Pay Per Order/Sale - one-off payment vs. fixed period
vs. lifetime
 PPA: Pay per Action – regardless if registration, download,
purchase ...
 Combinations: e.g. PPC + PPL
Online Marketing

ONSITE-MARKETING
Definition Onsite Marketing

Onsite marketing measures improve online sales or other

conversions. Unlike other online marketing channels, onsite
marketing does not focus on increasing traffic. It focuses on
conversion-increasing measures that are triggered manually or
automatically directly on the respective website.
OnSite Marketing

Überblick: Blog-Post (LimeSoda), Video (VisitLead) (German)

Chat & Chatbot
Online Marketing

MARKETING AUTOMATION
Definition Marketing Automation

Marketing automation is a type of software that allows companies

to effectively target customers with automated marketing
messages across channels including email, websites, social media
and text messages to generate sales leads.
The technology is a segment of customer relationship
management, or CRM, and is typically used by marketing
departments as a way to remove repetitive tasks from staff
workflows and increase overall marketing efficiency.
Actions in the Customer Lifecycle
Overview Marketing Automation
Types of automation programs

Transaction-based programs
 Events such as "Welcome!", "Forgot password?", order confirmations etc.

Batch programs
 Multi-stage campaigns sent at a specific time, including follow-up scenarios
 e.g. seasonal offers, product releases

Recurring programs
 Regularly sent e-mails with a predefined dispatch schedule
 e.g. birthday wishes, retargeting based on website behavior and customer
lifecycle programs
Online Marketing

PROGRAMMATIC ADVERTISING
Programmatic Creation

Advertising media and landing pages are individually

assembled according to the user and creative idea.
Programmatic Advertising Advantages

 Large reach: The right users, perfect timing,

suitable environment.
 Striking banner formats such as pre-roll, IAB
banners, mobile formats, etc.
 Optimization for campaign goals, e.g.
conversions, visibility, etc.
 Safe environments through brand safety
measures.
 Intelligent targeting options (user profiles,
1. Strengthening brand
keyword targeting). awareness
 Real-time success monitoring and detailed 2. Worldwide
reporting at the end of the campaign. 3. pinpoint accuracy
Definition

An automated method of buying media where data & technology

is leveraged and lead by smart people, often in real-time, to make
decisions on a per-impression basis about things such as:
 whether this is the right audience and environment for a particular ad
 what price should be paid for the media
 what creative/offer this individual should be shown

Alex Stil, M-Connect

Sell Side Platform (SSP)

Sell Side Platform (SSP) or

Supply Side Platform is a
technology that allows a
publisher (= website operator)
to offer its inventory (=
advertising space) to ad
exchanges and advertisers as
profitably as possible.
Demand Side Platform (DSP)

As counterpart to the Sell Side

Platforms (SSPs), Demand Side
Platforms help advertisers find the
right advertising space for their target
audience at pre-set prices by acting
as a central platform to efficiently
purchase advertising inventory across
multiple channels (Ad Networks, Ad
Exchanges and SSPs). Their efficiency
is measured by the purchase price
and predefined success metrics (e.g.
click, sale).
Data Management Platform (DMP) 1/3
Data Management Platform (DMP) 2/3

 Platform where data is collected and used to control, manage

and optimize individualized marketing campaigns to target
customers and prospects.
 Data is processed and made available in milliseconds (Real Time
Advertising - RTA). Cookie IDs from the connected systems are
being stored. These are linked together in audience lists. The
DMP often forms the bridge between 1st-party data (own
website, CRM, Datawarehouse/DWH, Business Intelligence...)
and 3rd-party data from publishers AdSevers or data suppliers.
Data Management Platform (DMP) 3/3

 Campaigns are recorded at user level and "audience segments"

are created from them, i.e. target groups on a user basis. These
users can then be addressed for advertising purposes via
demand-side platforms (DSPs). The advertising material is
therefore shown to the right people.
 Depending on the provider, there are also systems that integrate
DMP and DSP functions.
 Important: Companies should always make sure that 1st-party
data really belongs to them (data governance). Third-party
providers sometimes link the data of several customers.
Definitions

 Programmatics Marketing is the umbrella term for all automated

marketing measures: Automatically recognize target groups for a
specific advertising message, automatically select the appropriate
advertising medium with the appropriate placement and price
strategy, or automatically play out advertising at the appropriate time
to automatically reach as many people of the target group as possible.
 Programmatic Buying is the automated buying process on the
internet. For example via Real-Time-Bidding (RTB), but there are also
completely different applications such as warehouse logistics.
 Programmatic Advertising is the automated delivery of ads, including
buying, planning, tracking, etc. This includes systems such as Tag
Management Systems (TMS), Site Content Decision Platforms,
Demand Side Platforms (DSP) and Data Management Platforms
(DMP).
Thank you very much.
Ing. Mag. Dr.
Philipp Pfaller

 Co-founder and CEO of digital agency Contact

+43 5 1740-011
LimeSoda (since 2002) with offices in p.pfaller@limesoda.com
Vienna, St. Pölten and Linz. https://www.limesoda.com/
Specialized in ecommerce and online https://www.linkedin.com/in/philipppfaller/
marketing.
 Lecturer and supervisor of theses at
University of Applied Sciences Upper
Austria (Hagenberg, Steyr), University
of Applied Sciences Burgenland,
Austrian Marketing University
(Wieselburg) and University of Vienna.
 Education at the school for higher
technical education (TGM, mechanical
engineering) and the Vienna University
of Economics and Business
Administration.
 The End

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