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O que é? Como planejar? Como fazer? !"#$%&%'(') +,$%,) AULA 2,3 e 4 Thursday, August 11, 2011

Aula 2,3 e 4 Publicidade Online

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  • 1. !"#$%&%()*+,$%,) O que ? Como planejar? Como fazer?AULA 2,3 e 4Thursday, August 11, 2011

2. AULA 2,3 e 4!"#$%#&()*(+#,-.!,- -(,./0*12*,34(2*5367(2*(2*5)66(7),8(2*3,9$%,)*)*(2*(:;)2*4%68"(%2*&373*)$)7),832* 5",(7),8(%2*6%(2? @=)6&A&%3*B C(6)0*16DE32*)*F7%,"8)2*@87),8;!E8)!)LD!);!LD!;)98>7)@59)9!:57M))5)E5@5)18778)8)7!;)8)!=1!;>?:@>8)O-$#PPQ(N! E-6;*&,+1#+,#->?16%891#+-#;0#H1/0,&1#+%4%&,*#4/IA21#",#%"&-/"-& ! Click Through Rate: ! Taxa de cliques (medida de eficincia): ad clicks / ad views JKBThursday, August 11, 2011 130. H3,&)%832[hQi4KQIW2p#Q2#4I/GWK#Ih7ih2 ! >O-$#PPQ(N! E-6;*&,+1#+,#->?16%891#+-#;0#H1/0,&1#+%4%&,*#4/IA21#",#%"&-/"-& ! Click Through Rate: ! Taxa de cliques (medida de eficincia): ad clicks / ad views JKBThursday, August 11, 2011 131. H3,&)%832[hQi4KQIW2p#Q2#4I/GWK#Ih7ih2 ! >O-$#PPQ(N! E-6;*&,+1#+,#->?16%891#+-#;0#H1/0,&1#+%4%&,*#4/IA21#",#%"&-/"-& ! Click Through Rate: ! Taxa de cliques (medida de eficincia): ad clicks / ad views JKBThursday, August 11, 2011 132. ConceitosINDICADORES DE COMPRA ONLINE W%J(6DB6%)%0D$F&6=&6#%#B6(B:=: &c0:$&$%#=(F#(#BU8H:=(#4&B&=:$&$%#&H=&0D&6#(8V%]C()#=(F#6&0$%#M%@87JMMThursday, August 11, 2011 180. Formas de Publicidade online Online VideoESTATSTICAS JMNThursday, August 11, 2011 181. Formas de Publicidade online Online VideoESTATSTICAS JMNThursday, August 11, 2011 182. Formas de Publicidade online Online VideoESTATSTICAS JMFThursday, August 11, 2011 183. ^(6F&)#$%#G38H:=:$&$%#(0H:0%#u#I0H:0%#X:$%( @w2/G7IpJMOThursday, August 11, 2011 184. Formas de Publicidade online Online VideoEXEMPLOS - SUPERPOSIESJMRThursday, August 11, 2011 185. Formas de Publicidade online Online VideoEXEMPLOS - PUBLICIDADE EM VDEO ONLINE JMSThursday, August 11, 2011 186. JMWThursday, August 11, 2011 187. JMWThursday, August 11, 2011 188. JMWThursday, August 11, 2011 189. JMWThursday, August 11, 2011 190. Formas de Publicidade online Online VideoEXEMPLOS - PARTICIPAO ENTRE OS DIFERENTES FORMATOS JNKThursday, August 11, 2011 191. Video CommunitiesNestle Purina X:$%(#=(FF30:]%) 2$3=&](0&H#=(0*%0*#J(6# %&=-#B%*#*zB%#o#86%%$ eG%*=&)*)f JNJThursday, August 11, 2011 192. Social Promotion with VideoQKi7{#rWI//25Q&:Hz#$:)=(30*#$%&H2C%6z#B6($3=*#-&)#F%6=-&0$:):0#C:$%(/%F8%6)-:BO#)-&6:0O#6%C:%L)Q:6%=*#B36=-&)% JNBThursday, August 11, 2011 193. JNMThursday, August 11, 2011 194. JNNThursday, August 11, 2011 195. JNFThursday, August 11, 2011 196. Formas de Publicidade online Online VideoMODELO DE COMPRA ONLINE VIDEOJNOThursday, August 11, 2011 197. Formas de Publicidade online Online VideoMODELO DE COMPRA ONLINE VIDEO! Modelos de compraJNOThursday, August 11, 2011 198. Formas de Publicidade online Online VideoMODELO DE COMPRA ONLINE VIDEO! Modelos de compra ! CPV: Custo por ViewJNOThursday, August 11, 2011 199. Formas de Publicidade online Online VideoMODELO DE COMPRA ONLINE VIDEO! Modelos de compra ! CPV: Custo por View ! CPM: Custo por cada mil exposies de comercial.JNOThursday, August 11, 2011 200. Formas de Publicidade online Online VideoMODELO DE COMPRA ONLINE VIDEO! Modelos de compra ! CPV: Custo por View ! CPM: Custo por cada mil exposies de comercial. ! CPC: Custo por Clique sobre o comercial.JNOThursday, August 11, 2011 201. Formas de Publicidade online Online VideoMODELO DE COMPRA ONLINE VIDEO! Modelos de compra ! CPV: Custo por View ! CPM: Custo por cada mil exposies de comercial. ! CPC: Custo por Clique sobre o comercial.b Os comerciais devem ter at 30 podendo chegar a 60 emalguns casos.JNOThursday, August 11, 2011 202. @A - 5%)& - ,,), )$. KL:/) )$ KL: 9&:=(4) .3)# 2& % 5&$8 $? 90.$ 50..)1! ZJO]AKO 50..)1!0IN#N$& O&(. .5&99),( #%& )&*(5% &+,$+&) *+4 ^K+L+O@@JQ^ $? $6$% 3)& 8;M #% # 5(&*#&) )&*(5% &+,$+& " $ 41 KL: 8;M) #%*# #% $ "($&+41: KL:.0.* #*,) &% *0,.)8%8 1- .3%&! .&%*? ,(),. )-&5$*11:B ,(),.0 9&,),(>)),8)3)87&! 5&(. 9$& $&(.0 *095)!. 5&(. 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P)&& " :) B R ) P"(*.& + #%& ($,%#6% $ %6!"#$%& ()* +&,-&$.$&/ 01--233444 5)*4&,-&$.$&/ %"*36)/7 89)-Z 01--233444:5)*4&,-&$.$&/:%"*36)/7_/ N&.7%9,$ N ) ) W I0,$%0! f +827.$9,$._ NN&.7%9,$W N0,)$0%),( I ! +82 N&.7%9,$ &,8 90,)$0%),( 04 $? 4 !! ) ( 4 8) ) ( 4 ? 40!!0>),( 4&*$0%. &% ..,$)&! 4 *0,$% !!) ( $? 05$)9)G&$)0, 5%0*.. $0 ($ $? 8 ) 8 %.7!$. &,8 &!.0 4) ! 40%%0!!),( ? 5 ) ) ) 5 ( ? 8.)%8!8 ! 40% &827.$),( $? 5!&, >?, ,88 O? 9&), 5&%&9$%. 40% 9&.7%),( &%U &a 5&( 3)>. 6 7,)E7 3).)$.` 1a %2*$)0, %&$` *a>?)*? *%&>!%.,88/ 3).)$8 $? 5&(. &,8 >?,` 8a ?0> 9&,- 3).)$. &*? .&%*? ,(), 8%03 $0 -07% 5&(.` a >?)*? B->0%8. 1%07(?$ &**.. $0 -07% 5&(./ 1- 1 N&%$?& I&%%% I%7G ^&1%)! ?$? b $?11) ! 9&%$?&b9&%$?&/*09/1%>>>/9&%$?&/*09/1% $?1I05-%)(?$ SiteB->SiteC->SiteD-> SiteA Ofechamento de um ciclo pode levar penalizao deTODOS os sites.- Troca de links com sites de contedo RELACIONADOS.Recebeu um link natural? Divulga o link que te referenciou.BMOThursday, August 11, 2011 314. O que EVITAR em SEO- Usar Frames:- Vrias pginas para montar uma.- Usar Splash Screen:- Clique em ENTRAR para acessar o site.- Criar sites com Flash:- Mesmo o Google indexando ash o recomendado evit-lo.- Contedo com Javascript:- Google j reconhece e l JavaScript, mas o recomendado no abusar douso.BMRThursday, August 11, 2011 315. O que NO FAZER em SEO - Keyword Stufng - Insero de forma excessiva de palavras-chave; - Texto Invisvel - Texto com a mesma cor do fundo; - display:none; em tabela ou div com texto - Cloaking - Exibio de contedo diferente para usurio e para o motor de busca; - Doorway page - Minisites com contedo otimizado com links para um site principal; - Link Farming (Fazenda de Links) - Varios links para vrios sites. O foco a troca excessiva de links; BMSThursday, August 11, 2011 316. O que FAZER em SEO - Contedo relevante; - Ttulos de pginas descritivos; - Uso correto das meta tags - Fazer bom uso das tags (H1, strong, alt, title...) ; - Hierarquia clara e navegabilidade; - Links descritivos; - Troca de links com bom senso;BMWThursday, August 11, 2011 317. SEO Search Engine Optimization Dois fatores principais afetam o posicionamento de um site na busca orgnica na web: Relevncia das pginas (importncia): Diga-me com quem andas que te direi quem s. Palavras-chave relacionadas a elas (vocao) TODAS AS AESinternas e externas de uma estratgia de SEM visam aumentar esses fatores.BNKThursday, August 11, 2011 318. 82.!(84*>4$2(6&+*!.2 BNJThursday, August 11, 2011 319. Para pensar....Uma certa pequena e quase desconhecida empresa partilhava partedo seu nome, e logo a parte mais distinta do nome, com umaorganizao multinacional gigantesca.Procurando pelo nome desta nos motores de busca era impossvelencontrar o site da primeira, ainda que fosse essa a parte maissignicativa da sua denominao.A presidente da pequena empresa via nisso um problema srio aodesenvolvimento das atividades da mesma e pediu ajuda a trsespecialistas em marketing.BNBThursday, August 11, 2011 320. Ferramentas - http://www.professionalblogger.com.br/ - http://siteexplorer.search.yahoo.com - http://www.google.com/insights/search/ - http://www.marketingdebusca.com.br/pagerank/ - http://www.opensiteexplorer.org - http://www.rankingmonitor.com.brBNMThursday, August 11, 2011 321. )-%2*(??).:@$,$1)*$%:"+/?@$,$?!"#$%&A3)*$%A3%+,)-./ BNFThursday, August 11, 2011 323. G367(2*)*!"#$%&%()*3,$%,)*t*Z--H7Kpi^i4K4i~h#Q2#7Ip#4KhK72p#pI4iK72p 4(F30:=&D1(4(H&8(6&D1( /3H]F%$:& 20*6%*%0:F%0*( b `H()b :_:B%$:& b ^(*() b /30$()# b W%$%)#p(=:&:)b h(]=:&)#p(=:&:) b X:$%()# X:6*3&:)b I0H:0%#r&F:0 `3dd#/&6_%]0 X:6&H#/&6_%]0%8#@ZA BNOThursday, August 11, 2011 324. 5-%#p(=:&H#L%8#(J#*-:0) BNRThursday, August 11, 2011 325. G367(2*)*!"#$%&%()*3,$%,)*t*Z--! Sites mais importantes para M em redes sociais:!"#$%#&()*)%+,!+-%.+-/012+*#3445 BNSThursday, August 11, 2011 326. G367(2*)*!"#$%&%()*3,$%,)*t*Z-- ! Principais tticas em redes sociais BNWThursday, August 11, 2011 327. G367(2*)*!"#$%&%()*3,$%,)*t*Z--Z+H[1b*-@a[1*-1YV@C[^k*t*1!b[H1fn+*G1H@U++VBFKThursday, August 11, 2011 328. BFJThursday, August 11, 2011 329. BFBThursday, August 11, 2011 330. BFMThursday, August 11, 2011 331. BFNThursday, August 11, 2011 332. BFFThursday, August 11, 2011 333. Y@@U+V^&=%8((_#J&0#B&%2$z#C:6&H#C:$%(i0.BH&z%6#B36=-&)%#H:0_) BFFThursday, August 11, 2011 334. BFOThursday, August 11, 2011 335. BFOThursday, August 11, 2011 336. L,"P,4-6#L,2-Q11S b46:&6#%)B&D()#B%6)(0&H:d&$()#B&6K$)#B%6)(0&H:d&$() bh1(#$%:6%32?*+*x")*2)* (22"7)*y*x")*2)*8($*(,},&%3*(3*($&(,:(6*"7*"2">6%3* ~2"2&)6%3*2)6>*~%,5)&8(3~*)* 6)),4%(6>*3*)7(%$*(*3"86(2*6%3* %,5)&8(3*),4%(*"7*)7(%$*(*7(%2*3*x")*"7*"2">6%3* 2"2&)2%&(*y*7(%36*3*x")*"7L{*32*6)2"$8(32*23-.ZBOBThursday, August 11, 2011 343. G367(2*)*!"#$%&%()*3,$%,)*t*Z--iWK7#-KWa25ihr#t#+B#Z5KW2#+q5 :!.4*>23-.Z ! BFK{KKK`*23-.Z ! BFK{KKK`*D&(L (,8)2*32*(2*)6(*&3$3&(32*(D&(LMNJThursday, August 11, 2011 454. a%,>7%&(IU[bbU+1YaZL MNBThursday, August 11, 2011 455. a%,>7%&( IU[bbU+1YaZL#%$$#3(62*D&3*)*%,7%&3MNMThursday, August 11, 2011 456. &3,8)"3*(8"($%l(3*!$2%M&( !&>$!(!*(>2$+!>((_(*2( 12$2CEOC(6QO@W:CFGH(@QO:@(,P=E68H(CERH(@( &&&&&&