This past weekend I gave my first two lectures at SPJain on paid online marketing.  I thought it went pretty well, the students seemed really engaged and interested in the material.  The slides, course outline and videos are posted below.  I’ve also agreed to do a 6 week course at another business school: NMIMS (more or less following this outline), if anyone has any ideas on how to improve this session or the course outline, please let me know.


The videos from the actual lecture didn’t come out to well (you can see them here and here).  Below is the same session I gave to our team internally:

Intro to Paid Online Marketing – Directi from Amit Klein on Vimeo.


Course Outline:

Prior Reading:

iTunes Case Study – You are the marketing manager responsible for launching the iTunes Store in India
- What are your objectives?
- How do you go about achieving those objectives?
- Discuss branding vs. performance objectives
- Discuss differences between online and offline marketing (targeting, measurement, reach)
- Discuss the marketing funnel (Awareness, Consideration, Conversion, Loyalty, Advocacy)
- Review options for online advertising in relationship to the funnel
Review terminology:
- Impression, CPM, CPC, CPA/L/S, Goal, Conversion, CTR

Methods of Online Advertising
Search Engine Marketing (SEM) – Google Adwords Example
- How does Google determine which ads to display to users? Keyword, bid, location, quality score / relevance (clickthrough)
- Why are the bulk of most ad budgets allocated to SEM – intent
Ads on Social Networks – Facebook Ads
- Targeting based on demographics
Ad networks – Right Media Exchange
- What is the advantage of purchasing an ad on an network rather then directly on a site itself – Non-premium, performance based, auction, reach
Affiliate Sales – Amazon
- Description of the affiliate model
Email Marketing – Email Brain
- Review analytics for email marketing
- Discuss limitations on reach

Revisit iTunes Case Study
How can you determine effectiveness of online marketing campaigns?
- Demonstrate eCPM / eCPA calcualtions
- Link online marketing metrics to sales

Ask students to come up with a marketing plan
- Split class into branding vs. performance
- Determine goals and budget allocation based on historical results

Measurement and Course Correction
Demonstrate Google Analytics
- Show ecommerce analytics
- Glean insights, create hypothesis based on analytics data (i.e. per visit value of certain states are high, let’s see if additional marketing – online or offline – will help us generate more sale with less spend)
Course Correction
- 3 slides for creative, source and keyword performance
- Discuss actively managing campaigns and getting rid of underperforming ads, sources, keywords

Related posts:

  1. Why Would Anyone Advertise Online Without Google/Facebook?
  2. Advertising Is Not a Sustainable Business Model for the Web (unless you are a Search Engine)
  3. Slides from Social Media Training Sessions
  4. Measuring the Success of Social Media Campaigns
  5. Recent Links