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Internet Marketing Metrics

Internet Marketing Metrics. MKTG 455, Hettche Fall 2013. Organic vs. Paid Search. SEM . Search Engine Marketing. Source: http://searchenginewatch.com/article/2300958/Mobile-Trumps-Desktop-in-Paid-Search-Click-Share-Study. CPC .

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Internet Marketing Metrics

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  1. Internet Marketing Metrics MKTG 455, Hettche Fall 2013

  2. Organic vs. Paid Search

  3. SEM • Search Engine Marketing Source: http://searchenginewatch.com/article/2300958/Mobile-Trumps-Desktop-in-Paid-Search-Click-Share-Study

  4. CPC Source: http://searchenginewatch.com/article/2300958/Mobile-Trumps-Desktop-in-Paid-Search-Click-Share-Study

  5. Terms and Definitions

  6. Keywords • What an end-user or customer uses to find your content on the web.

  7. Placements • Where your ad or content appears online

  8. Adword Campaigns • Campaign = one or more ad group • Ad Group = groups of Keywords or ad placements

  9. impression • When an ad (or page) is displayed • Unimpressed ad = ad not seen

  10. CTR = click through rateTotal # of Clicks = %impressions (ad seen)

  11. CPC = Cost per Click

  12. Maximum Cost per Click • How you enter a Google Adword Auction or the most amount you are willing to pay to have your ad (or webpage) seen by a customer.

  13. CPM • CPM = Cost per thousand impression

  14. Google Auction • CTR = click through rate

  15. Actual Cost • CTR = Click through Rate

  16. Quality Score • CTR • Relevance of Ad Text • Bounce rate • Historical performance • Other things (only Google knows)

  17. Other useful terms • First page bid estimates (to place 1 to 8 on Google’s paid search) • Optimization (SEO) • Conversion (TCR): What your are after as a digital marketer: sales, sign-up, donation, or interaction TCR = desired action/ visits

  18. Actual Cost • CTR = Click through Rate

  19. Actual Cost • You pay the min amount to retain your ad position. P1 Q1 = b2Q2 Or P1 = b2 Q2/ Q1 P1 = price paid by advertiser one b2 = bid of advertiser 2 Q1 = quality score of advertiser 1 Q2 = quality score of advertiser 2

  20. Google Ad Networks

  21. Bounce is a type of Churn

  22. Attribution Modeling

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