E-marketing tools

Gintarė Gulevičiūtė

gintare.guleviciute@mruni.eu
 E-Marketing Tools
• E-mail Marketing
• Affiliate Marketing
 Affiliate Marketing
• Google Ads
• PPC (Pay Per Click) marketing
• Google Adsence system
• SEM (Search Engine Marketing)
What is Google?
 What Google knows about
everyone?
• google.com/ads/preferences
 What is Google Ads?
• Ads is an advertising service by Google for
businesses wanting to display ads
on Google and its advertising network.
• The Ads program enables businesses to set a
budget for advertising and only pay when
people click the ads. The ad service is largely
focused on keywords. 
Why Ads?

R
REACH
• 24x7x365 Delivery
• Google Network reaches >80% of the world

R
RELEVANCE
• Targeting User Intent
• Further Target by Language, Geo, Device, etc

R
ROI
• Extremely Measurable
• …in Near Real Time

AdWords
 Digital Academy

Ads types of advertisement

AdWords
 SEM

SEO

AdWords
Search Ads

AdWords
 Digital Academy

Google Display Ads

AdWords
 Digital Academy

Google Display ads

Text ads

InVideo Overlay ads in YouTube

Text ads in pages

Google Display Network

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Adwords Digital Academy

Text ads - like in search

Google Display Network

 Digital Academy

Google Dipslay ads

Visual Displays Leaderboard Image Ad
720 x 90

Visual
displays

InVideo Overlay displays in Youtube

480 x 70
Banners
Pvz.: 300 x 250

Google Display Network

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Placements targeting
Δ You can show your ads in selected websites, if it is known that
customers visit them.

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Topics targeting
Δ Topics targeting lets you place your Ads ads on website pages about those topics, whether
it's agriculture, music, or something else entirely.

Topics targeting allows your ads to be eligible to appear on any pages on the Google
Display Network that have content related to your selected topics.

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Demographics targeting

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Adwords Digital Academy

Image ads - banners

Google Display Network

 Digital Academy

Mobile Displays
1 Search 2 Display ads 3Mobile application

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Mobile
Mobile Displays
Adwords Digital Academy

Remarketing
Remarketing lets you show ads to people who have visited your website or used your
mobile app before. When people leave your website without buying anything, for
example, remarketing helps you reconnect with them by showing relevant ads as they
browse the web, as they use mobile apps, or as they search on Google.

Video about remarketing:

http://www.youtube.com/watch?v=JXDrsk7voco&feature=player_embedded
Adwords Digital Academy

Remarketing

1 2 3

Users gets cookie while he visits your Google Ads / Analytics systems When user leaves your site and visit
website creates list of users other site – ad is shown to him
Adwords Digital Academy

Ideas for remarketing

Increase brand awareness

Display ads to your brand will

always be visible to your
visitors

Unfinished purchases

Display advertising for those

who did not complete the
purchase process and to
propose such additional
discount.
Adwords Digital Academy

Ideas for remarketing

Sales

Use Remarketing, when you have a

sale or a share, report it to those who
have already visited you

Special Occasions

Use Remarketing special

occasions: at Christmas, St.
Valentine's Day, Mother's Day, etc.
Question 1
Δ An online retail company is based in the
United States but ships to customers all over
the world. If this company wants to serve
Spanish language ads to Spanish speaking
users, is it possible by using Google Ads?

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Question 2
Δ Belinda's boutique just started carrying 3
new designer labels. She wants to show an
image ad announcing the new collections to
people who are browsing websites about
designer clothing. Which Google Ads
campaign is a good fit?

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Question 3
Δ Research for a client who owns used car
dealerships shows that people who visit his
website also visit certain popular car blogs.
How can you use this information when
creating Google Ads campaigns?

30
Question 4
Δ Sally's Spice Store sells a variety of spices and
healthy cooking ingredients. Which targeting method
should Sally choose if she wants her ads to show on
websites that focus on health, wellness, and home-
cooking?
Placement targeting
Demographic targeting
Location targeting
Topic targeting
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 E-Marketing Tools
• E-mail Marketing
• Affiliate Marketing
• SEO
• Blogger Marketing
Blogger Marketing
 E-Marketing Tools
• E-mail Marketing
• Affiliate Marketing
• SEO
• Blogger Marketing
• Podcasting
Podcasting
 E-Marketing Tools
• E-mail Marketing
• Affiliate Marketing
• SEO
• Blogger Marketing
• Podcasting
• Viral Marketing
Viral marketing
Viral marketing
 E-Marketing Tools
• E-mail Marketing
• Affiliate Marketing
• SEO
• Blogger Marketing
• Podcasting
• Viral Marketing
• Influencers Marketing
 INFLUENCERS –
IT’S NOTHING
NEW, IT’S A
CHANNEL AND
PROFESSION
3 X more engagement
Influencers create more
engagement than a brand.
79% believe that Influencers
recommendations work.

Šaltiniai:
http://bit.ly/InDaHashReport,
http://bit.ly/InfluencerPower,
http://bit.ly/EffectiveInfluence
Influencers Vs Brand Ambassadors Vs
Brand Advocates
 Influencers reglamentation
The Federal Trade Commission has regulated 2
ways how Influencers should advertise:
• “Company XY gave me this product to try…”
• “Some of the products I’m going to use in this
video were sent to me by XY’s manufacturers.”
• In Instagram it is possible to use hashtags:
#ad, #paid.
 E-Marketing Tools
• E-mail Marketing
• Affiliate Marketing
• SEO
• Blogger Marketing
• Podcasting
• Viral Marketing
• Influencers Marketing
• Social Media Marketing
 SOCIAL MEDIA CHANNELS:
HOW THEY INFLUENCE US?

Get closer Inspire Cheers and Connecting Introduces

teaches
Relatives and Video search; Intimate Professional
Behind the scenes;
friends. entertainment, communication connections, slow
entertainment,
Real-time content. educational environment. and serious
aesthetic content;
content. content.
 EACH USER ARE
SCROLLING
100 METERS PER
DAY 20%

10%

SOCIAL CONTENT USAGE:

70% in motion
Gives more attention - 20% 70%
Longer, slow - 10%

http://www.smartinsights.com/social-media-marketing/social-media-week-london-2017-recap/
FIRST MIGRATION
WAVE FROM
FACEBOOK

Scandals, too much advertising, inaccurate algorithms, and

aging audience lead to young audience moving from
Facebook to other platforms:
12-17 year-olds usage dropped by 10% a year
18-24 dropped by 5.8%.

The audience is getting older, and the new audience is not

compensating for use: the average consumer time on the
Facebook channel dropped by 7%.

Facebook has undergone a transformation: organic brand

accessibility has dropped to zero, prioritizing friends'
messages, launching Paid Sponsored Content program.

Nielsen traffic data by Pivotal Research

 INSTAGRAM IS
FOR YOUR
EYES
The platform is growing fast, but
the involvement in the stream
has fallen.
New forms of stories organically
involve and generate traffic.

TNS 2018, Facebook Audience.

 Instagram – KING
OF FRAGILE
CONTENT

Using a Facebook channel is

falling.
The importance of the
Instagram channel is growing.

It is up to 68% of audience
watching Instagram stories.

Instagram - a channel where

audiences follow brands and
personalities.

Facebook Ads Manager, Social Bakers,

http://bit.ly/SocialDailyReport.
 INSTAGRAM
REQUIRES SPEED
AND QUALITY

The karma points go to the most active. The more

frequently the brand uses Instagram tools, the
higher its profile ranking is.

Instagram stories are one of the main tools for

increasing channel involvement.

The longer the audience looks at the content, the

higher this video is showed in Instagram channel.
Video and carousel attracts more interest to the
user.

Šaltiniai:
http://bit.ly/InstagramAlgorythm
Thank you!
Questions & Answers

gintare.guleviciute@gmail.com