Download Alternative media funding sources - Online Advertisement system

Online Advertisement system
in
Turkey
Nov 11
1
AGENDA
1. Intro – Understand
the new ‘Google’ ecosystem
2.
Google in Practice
3.
Challenges for the
'media industry' online
4.
Funding via online
advertising/Google
• Gabriel who?
• Historical Overview of Search Engines
• Why are they important?
• How does it work? Google vs. Others
• Search Engine Optimization (SEO) vs. Search Engine Advertising (SEA)
• Web Analytics in practice
• Tools and methodologies
• Online media business models - How to monetize your content?
• Pure online players vs. offline/online actors
• Crucial business questions and challenges for media industry players
• Mass media vs. quality content/audience - who will survive?
• Google Adsense - for publishers
• Other online business revenue sources
• Understanding the value of traffic and audiences
• Google Grants opportunities (planned for 2012 in Turkey)
2
AGENDA
1. Intro – Understand
the new ‘Google’ ecosystem
2.
Google in Practice
3.
Challenges for the
'media industry' online
4.
Funding via online
advertising/Google
• Gabriel who?
• Historical Overview of Search Engines
• Why are they important?
• How does it work? Google vs. Others
• Search Engine Optimization (SEO) vs. Search Engine Advertising (SEA)
• Web Analytics in practice
• Tools and methodologies
• Online media business models - How to monetize your content?
• Pure online players vs. offline/online actors
• Crucial business questions and challenges for media industry players
• Mass media vs. quality content/audience - who will survive?
• Google Adsense - for publishers
• Other online business revenue sources
• Understanding the value of traffic and audiences
• Google Grants opportunities (planned for 2012 in Turkey)
3
Search & Web Analytics agency:
• Search Engine Advertising (Google AdWords)
• Search Engine Optimization (SEO)
• Web Analytics (Analyses & Consulting)
• Google Analytics Certified Partner (Apr-10)
• YouTube brand channel with Video Tutorials
Gabriel Goldberg
• Agency Manager – Google Belgium
• Management Team – Google Belgium
• Set-up Google Belgium office early 2007
• Experience in Consulting & Finance
• Studies in Economics & Politics
• Multi-lingual
• Passion in arts, culture and travel
4
Why is it soooooooo important ???
Anonymous example: How important is your SEO/SEA?
+/- 60% of traffic acquisition !!!
5
Google fast hegemony since 1998
1990
The first internet search engine
created was ARCHIE. It was
created in 1990 be Alan Emtage,
a student at McGill University in
Montreal.
1990
1991
1992
1994
Jerry Yang and David Filo created
Yahoo in 1994.It started out as a
listing of their favorite Web sites
1993
1994
1995
1996
1997
1998
1993
ALIWEB allowed users to submit their
own pages to be indexed, including a
page description. This empowered
webmasters to define the terms that
would lead users to their pages.
1997
The Open Directory project (also
known as DMOZ) was started. The
entire directory is maintained by
human input
Understand Google breakthrough & culture
•
Google began in January 1996, as a research
project by Larry Page and Sergey Brin, two Ph.D.
students at Stanford University, California.
•
Their search engine was originally nicknamed
"BackRub" because the system checked backlinks
to estimate a site's importance.
From BackRub to Google
•
•
Backrub is the foundation of Google’s search engine.
The original hypothesis is that a search engine
analyzing relationships (links) between websites would
produce better results than existing techniques.
•
By analyzing backlinks, the structure of the Web's
graph reveals not just who is linking to whom, but
more critically, the importance of who linked to
whom, based on various attributes of the site.
•
In 1998, Backrub was hosted on a Sun Ultra 2 with
dual 200Mhz CPUs and 256MB of RAM at Stanford
University.
Why instant success?
Speed
– Google’s search results are served within a
fraction of a second, which was revolutionary
back then.
Comprehensiveness
– Google's mission is to organize the world's
information and make it universally accessible
and useful.
Meritocracy
– PageRank algorithm analyzes which sites have
been "voted" the best sources of information
by other pages across the web.
Meritocracy = focus on users + values
– PageRank™ is a link analysis algorithm that assigns a
numerical weighting to links passed from one site to
another.
– PageRank™ is one important factor among many others
that determines the ranking of results within Google.
– PageRank™ assigns a value to a webpage
between 0-10, and is based on the
following:
• # of links or votes pointing to a web page
• Importance: votes from more important
pages mean more towards PR
– Google does not sell placement within the
search results (i.e., no one can buy a
particular or higher placement) .
Understand the web & need to organize info
Indexed pages: 40+ billion
Source: www.worldwidewebsize.com
What is crawling?
Web Crawlers:
– All search engines have a proprietary
software that performs the first critical
function: crawling the web
– These softwares are referred as: robot,
web crawler, spider, bot, etc.
– Web crawlers are mainly used to create
a copy of all the visited pages for later
processing by a search engine that will
index the downloaded pages to provide
fast searches.
– Most famous example: Google’s web
crawler has the username googlebot
Source: Wikipedia
Managing user queries + Google servers
4. Results are returned to
users, all of this in a
fraction of second! 0.11s
1. Query is sent to Web
servers. Then passes
on the information
to the index servers
Red
1000
1001
1002
1003
3. Doc servers retrieve
the documents,
generate a snippet
and rank the results.
Car
1000
1001
1002
1003
2. Query is matched with
document IDs. Then
information passes
on to the Doc
servers.
AGENDA
1. Intro – Understand
the new ‘Google’ ecosystem
2.
Google in Practice
3.
Challenges for the
'media industry' online
4.
Funding via online
advertising/Google
• Gabriel who?
• Historical Overview of Search Engines
• Why are they important?
• How does it work? Google vs. Others
• Search Engine Optimization (SEO) vs. Search Engine Advertising (SEA)
• Web Analytics in practice
• Tools and methodologies
• Online media business models - How to monetize your content?
• Pure online players vs. offline/online actors
• Crucial business questions and challenges for media industry players
• Mass media vs. quality content/audience - who will survive?
• Google Adsense - for publishers
• Other online business revenue sources
• Understanding the value of traffic and audiences
• Google Grants opportunities (planned for 2012 in Turkey)
15
Seems simple – but it is quite complex
SEO vs Google AdWords – more than “clicks”
Sponsored Links
Reach consumers at the moment they
demonstrate interest
Natural search
Results generated algorithmically –
unbiased and unpaid
Google AdWords – more than “clicks”
More than Pay Per Click :
Rank = MaxCPC x Quality Score
Bidding System that requires active and frequent
management for improving Quality.
Google Content Network – now called Display Network
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Organic Search: Technical on-the-page SEO
Title tag
- Only for important pages & landing pages
- Include/not the brand name
- Include important keywords – short titles +/- 65 characters
Description tag
- Only for important pages & landing pages
- To improve SEO click-through rate – so needs to be descriptive
- Max. 2 sentences +/- 160 characters
H1:
- Always insert one h1 per article
- Create relevant h1 related to the content of the page
- Only one h1 tag per page
- Use the most important keywords (see methodology for keyword analysis)
- Use the same content for h1 and the meta title
H2:
- Different from h1
- You can use several h2
Internal linking (with anchor text):
- Very important for the link-juice
- Include important keywords
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SEO-friendly editorial guidelines
• Do not cut the article with non-editorial content.
• Create several paragraphs of text per article and make sure the article
contains at least 80 words.
• Always insert a title per article. Make sure that the article title provided is
at least 20 characters and between 2 and 22 words.
• Avoid beginning each sentence with a bullet point or a dash.
• Use bold for top keywords.
• Place the most important keyword in the title.
• Create fresh and original content.
21
SEO vs. SEA – Complementary jobs
Search Engine Optimization
(SEO)
“Public relation”
Search Engine Advertisement
(SEA)
“Marketing”
Purpose
General Info
Marketing message
Ranking control
Limited
Very strong
Timing
Takes several weeks/months
Easily turned on/off, instantaneous
Content
Control of the message depends on
the SEO consultant
Total control over the message
Keywords
Limited to content site
Unlimited
Traffic generation
Similar Potential vs. Different Strategy
Payments
Service fee only/FREE
CPC, CPA, CPL, ….
Who ?
Creative, Webmaster, Search
Engine Marketing Agencies
Agencies, Search Engine Marketing
Agencies
2
2
TOOLS
Most commonly used Tools
• Insight for Search (Google Trends v2)
• Google Keyword Tool / Traffic Estimator
• Doubleclick Ad Planner
• Google AdWords Editor (all multiplier tools)
• Free-ware tools available on the net
• Tech & Agency prorpriety Tools (ie. using API’s)
• Semetis Intelligence
=> Most important: Web Analytics (next 2 slides)
www.grp.be
1
Drive the Best Traffic To Your Site
Search Marketing
Banner Advertising
Email Marketing
Determine which
marketing initiatives are
driving the best traffic to
your site
Search Engine Optimization
Referrals
Affiliate Programs
2
Analyze, Measure and Optimize
Optimisation
Traffic Sources
Monitoring
Direct
Optimisation
Follow up
Referrals
Analysis
Emailing
Decisions
Banners
Budget Definition
Search
Budget Re-allocation
Data collection
Goals
Leads
Sales
Pageviews/ads
Revenue
Top of mind…25
AGENDA
1. Intro – Understand
the new ‘Google’ ecosystem
2.
Google in Practice
3.
Challenges for the
'media industry' online
4.
Funding via online
advertising/Google
• Gabriel who?
• Historical Overview of Search Engines
• Why are they important?
• How does it work? Google vs. Others
• Search Engine Optimization (SEO) vs. Search Engine Advertising (SEA)
• Web Analytics in practice
• Tools and methodologies
• Online media business models - How to monetize your content?
• Pure online players vs. offline/online actors
• Crucial business questions and challenges for media industry players
• Mass media vs. quality content/audience - who will survive?
• Google Adsense - for publishers
• Other online business revenue sources
• Understanding the value of traffic and audiences
• Google Grants opportunities (planned for 2012 in Turkey)
26
Major Challenges for the Media Industry
1. Fragmentation of the business
2. Explosion of new media – difficult competition
3. Old media becomes new media
4. Fragmentation of the income streams/biz models
5. More disciplines to master
6. Multiplication of players & agency roles
7. Harder to get an audience loyalty
The ‘new’ Business Logic!
How to monetize your content?
Online media – Bizz Models
1. Government Funding
2. Other Fundings (NGOs/Community/Companies)
3. Advertising
4. Marketing partnerships (ie. affiliation)
5. Leads/Cross-sales/E-Commerce
Online vs. Offline players?
Who will survive?
=> ADAPT & INNOVATE !
AGENDA
1. Intro – Understand
the new ‘Google’ ecosystem
2.
Google in Practice
3.
Challenges for the
'media industry' online
4.
Funding via online
advertising/Google
• Gabriel who?
• Historical Overview of Search Engines
• Why are they important?
• How does it work? Google vs. Others
• Search Engine Optimization (SEO) vs. Search Engine Advertising (SEA)
• Web Analytics in practice
• Tools and methodologies
• Online media business models - How to monetize your content?
• Pure online players vs. offline/online actors
• Crucial business questions and challenges for media industry players
• Mass media vs. quality content/audience - who will survive?
• Google Adsense - for publishers
• Other online business revenue sources
• Understanding the value of traffic and audiences
• Google Grants opportunities (planned for 2012 in Turkey)
33
Google AdSense – for publishers
No need for one2one relationship with advertisers
-> Access Google unlimited advertisers targeting your content
How does it work?
1. Register on AdSense: google.com/adsense
2. Approval process (48h)
3. Choose placements
4. Acquire traffic/optimize
Optimizing your placements
Revenue
+165%
AdSense: 7 Tips for publishers
1. Optimize placements, ad formats (and multiple units)
2. Accept all targeting options (contextual, placement,
category, topic, interest-based)
3. Control your brand + layout on the site (fonts/colours of
the ads + control who advertises on your site
4. Track & measure (with AdSense & Analytics)
5. Eventually include Google Search on your website
6. DoubleClick for Publishers (DFP) Small Business for more
advanced websites/publishers (direct premium sales)
7. Monetize on other platforms (ie. video, mobile, web
elements, friend connetct, maps…)
How much $$$ can you get out of it?
Indication
• 100,000 visits/month
• 350,000 pageviews/month
• 1,200$/month
Indication (optimized)
• 100,000 visits/month
• 500,000 pageviews/month
• 3,000$/month
Traffic acquisition is key!
Pageviews/visit is key!
Revenue per page is essential!
Other online business revenue sources?
1. Selling access to content (B2C) + Paywalls?
2. Selling content (B2B)
3. Leads/upsells (ie. eCommerce through an online shop)
4. Affiliation/larger advertising network
5. Advertising in-house/through network (GDN or other)
Google Grants (planned for 2012 in Turkey)
http://www.google.com/grants/
Google Grants (planned for 2012 in Turkey)
http://dernekler.icisleri.gov.tr/Dernekler/Kurum/KamuYarariListe.aspx
http://www.gib.gov.tr/index.php?id=406
CONCLUSION: Take-aways
1. Consider the web as an opportunity
2. Be dynamic
3. Be fast
4. Be smart
5. Open up