1. The Web Team Online Marketing 101

2. On the web, people

Search

Browse

Communicate

Collaborate

Transact

3. Internet use is still growing Source: Internet World Stats December 2007 4. Online Marketing Spend continues to increase Source: eMarketer 2007 5. Search Engine Use

Over 61% of consumers use search engines at least several times a week

Source: Forrester Research 2006 6. Google has a strong-hold on the market Source: ComScore February 2008 7. Google Services Huge network of small publishers and blogs Google in250 countries in 40 languages + + + Search network Contextual network 8. Google has the most loyal users Source: MarketingSherpa 2006 9. Online Marketing Options

Pay-Per-Click Search Engine Marketing

• Text ads on Google

Contextual Search Engine Marketing

• Text, static banners, animated banners, video ads

Site/Placement Targeting

• Text, static banners, animated banners, video ads

10. Paid Search Engine Marketing Natural/Organic Search Results Place text ads in Paid Search Results 11. Contextual Search Engine Marketing Place text or banner ads next to relevant content on Googles large network of sites. 12. Site/Placement Targeting Banner Ads Place static or animated banner ads on relevant sites in Googles Network 13. Site/Placement Targeting - Video Ads Place Click-To-Play Video Ads on a list of sites 14. Measurement

The biggest advantage of online marketing vs. Traditional marketing isMeasurement

Using Omniture, track your campaigns performance throughout your website

Report and Optimize your campaign based on Key Performance Metrics such as:

• File downloads, page views, time spent on site, bounce rate, etc.

15. How it Works 16. Online Marketing Process

Set Goals

Online Marketing Team:

-Send Questionnaire

Campaign Initiator:

- Complete Questionnaire to determine the following:

- Identify Objectives

Define a Conversion

Target Audience

Determine Budget

Pick Sample Keywords

Plan

Online Marketing Team:

Keyword Discovery

Site Discovery

Ad Copywriting

Campaign Structure Development

Targeting Strategy

Tracking Procedure

Web Editor:

Landing Page Strategy

Landing Page implementation

Implement

Online Marketing Team:

Implement approved campaign

Implement tracking technology

Test tracking

Forecast budget

Forecast traffic

Optimize

Online Marketing Team:

Keyword Conversions

Ad Copy effectiveness

Keyword Bid management

Day-parting assessmentW

Landing Page assessment

Reporting

Analysis

17. How Much Does it Cost?

Cost-Per-Click (CPC)

• We set a maximum cost-per-click bid and you only pay when a user clicks on the ad.

• Average CPC ranges from $0.10 - $0.75 for World Bank industry keywords

Cost-Per-Thousand-Impressions (CPM)

• We set a maximum CPM bid and you pay for each 1000 impressions your ad receives.

• Average CPM ranges from $1.00 - $5.00 and provides mass brand exposure

18. How much budget do I need?

You can establish your own budget

• • (Recommended minimums apply)

Options:

• On-going monthly budget

• • Best for Country and Region search campaigns

• Campaign Specific Budget

• • Best for special initiatives, reports, events

19. Case Study IDA 2007

Methods:

• Paid Search Engine Marketing

• Contextual Search Engine Marketing

• Site-Targeting - Banners and Videos

• Geo targeting: Most campaigns were set to only display ads to users in Part 1 countries while others were targeting specific Part 2 countries when the message was appropriate (i.e. Ghana, Vietnam etc...)

20. Case Study: IDA 2007

Search Engine Marketing

• Focused on showing the progress and results achieved by the Countries, with the help of the bank

21. Case Study: IDA 2007

Banner Ads:In line with site's look and feel and messages. Compelling creative, not saying too much, inviting people to find out more

Multiple Languages

22. Case Study: IDA 2007

Video ads;In line with site's look and feel and messages, inviting users to play and see "The World Bank in action"

23. Case Study: IDA 2007 24. Case Study: IDA 2007

Results

• Over 70% of the traffic on the IDA site was coming from various advertising campaigns

• Visitors to IDA site between Feb - Jun 200 6:47,000

• Visitors to IDA site between Feb - Jun 200 7:184,000( +300% )

• Number of visits from the campaign: 160,000

• Number of video ads viewed: 15,600

• Total cost of the campaign: $25,000

• Average Cost per visitor: $0.15

25. Whats Next?

Talk to your regions Web Editor about starting your next online marketing campaign