Transcript HU powerpoint-presentatie - Compass Online Marketing

E-marketing
Class 3: Traffic
José J. Cabrera y Charro Msc
Office 2.94 (sporadically)
[email protected]
06 5395 2422
http://nl.linkedin.com/in/josejaviercabreraycharro
http://www.compassonlinemarketing.nl/blog
LinkedIn group: IMM eMarketing
Did you register?
Activity
Finding inspiration
Continue!
Online marketing: TCEI-model
TRAFFIC
CONVERSION
EXCELLENCE
INNOVATION
Remember conversion rate?
Most important thing of all?
Nope…
No traffic, no conversion…
Today: Traffic
What is traffic?
What are the main sources?
How to get traffic?
Is it free?
What can you pay for traffic?
Some handy tools for your projects!
Analytics & Traffic
How to get traffic?
Direct traffic
Referring sites
Search engines
Direct traffic
Good URL
Brand recognition & preference
Word-of-mouth (tell-a-friend)
Offline advertising
Promotions
PR
Repeat visitors
E-mailings
Satisfied customers
Is direct traffic free?
Referring sites
Incomming links
Own sites
External sites
Free
Paid
Trade
PR
Banners
Affiliates
Paying for referral traffic
CPM
CPC
CPL
CPA
- 1000 views
- click
- lead
- conversion
Revenue share
(€ 0,50 - € 25,00)
(€ 0,10 - € 10,00)
(€ 1,00 - € 250,00)
(€ 5,00 - € 500,00)
(5% - 50%)
Search engines
Being nr 1….
How to be up there?
SEO - Organic
SEA - Paid
Search engine optimization
Search engine advertising
Free
Is it?
Takes time to build
How to do it?
Costs money
Does it?
Start inmediately
How to do it?
On site optimization
Choose KeyWords to
target
Write tekst with KW
Get incomming links
Link label
Optimize title/description
Optimize landing page
conversion
Choose keywords
Write great ads
Manage and optimize
actively
Optimize title/description
Organic vs Paid
Title/description: get the click!
How much to pay for a visitor?
How much potential traffic?
Google insight:
http://www.google.com/insights/search/
Compare volume
Seasonality
Google Adwords
http://adwords.google.com
Volume per Keyword
Cost per click
Check the long tail
Important questions to answer!
How much traffic is there?
How will you get traffic?
What’s your plan?
Direct visitors
Repeat visitors
Referral
Search engines
SEO
SEA
What will traffic cost you?
How will you make money on your traffic?
Course structure
1. Introduction
2. Conversion
3. Traffic
4. Excellence
5. Innovation
6. Statistics
7. Your presentations!
Required reading this week
Video:
http://www.compassonlinemarketing.nl/blog/ex
cellence/hoe-een-start-up-winstgevend-werddoor-slimmer-werken/
Diagram:
http://www.compassonlinemarketing.nl/wpcontent/uploads/Schermafbeelding-2011-0725-om-08.35.03.png
Contact me
José J. Cabrera y Charro
[email protected]
Office 2.94 (sporadically)
06 5395 2422
http://nl.linkedin.com/in/josejaviercabreraycharro
http://www.compassonlinemarketing.nl/blog