Max Adler - Webdesigner und Online-Marketer aus Salzhemmendorf / Hameln
Hauptmenü
- Max Adler Biografie
- Webdesign Umfrage
- Fachartikel
- Fachartikel Übersicht
- Online Marketing tools
- Dissertation about Online Marketing Tools - Content
- Abstract
- List of abbreviations
- 1. Introduction
- 2. Online Marketing
- 2.1 Definition
- 2.2 Objectives
- 2.3 Marketing Strategies
- 2.3.1 Structure of a Marketing Strategy
- 2.3.2 Push Strategy vs. Pull Strategy
- 2.4 Instrumental view of online marketing
- 2.4.1 Product policy
- 2.4.2 Price policy
- 2.4.3 Distribution policy
- 2.4.4 Communications policy
- 2.5 Advertising on the internet
- 2.6 Ten rules for a successful online marketing
- 2.7 Internet Project Management
- 3. Methology - Online Marketing Tools
- 4. Online Marketing Tools
- 4. Online Marketing Tools
- 4.1.1 Web sites & Usability - Functionality
- 4.1.2 Web sites & Usability - Design
- 4.2.1 Email Marketing - Email
- 4.2.2 Email Marketing - RSS-Feeds
- 4.3.1 Search Engine Marketing (SEM) - Introduction
- 4.3.2.1 Search Engine Advertising (SEA) - Overview about SEA
- 4.3.2.2 Planning a SEA campaign
- 4.3.2.3 SEA Products
- 4.3.2.4 Disadvantages of SEA
- 4.3.3.1 Search Engine Optimisation (SEO) - Introduction
- 4.3.3.2 SEO - Search engine algorithm
- 4.3.3.3 SEO - On-page optimisation
- 4.3.3.4 SEO - Off-page optimisation
- 4.3.3.5 SEO- Negative SEO drivers
- 4.4 Other Online Marketing Tools
- 4.4.1 Banner and Pop ups
- 4.4.2 Link Exchange
- 4.4.3 Social Marketing
- 4.4.4 Affiliate Marketing
- 4.4.5 Blogs
- 4.5.1 Web Controlling - Definition
- 4.5.2 Web Controlling - Key figures
- 4.5.3 Web Controlling - Methods
- 4.5.4 Web Controlling Software
- 5. Conclusion
- Reference List
- Bibliography
- Appendices
- Myths in Project Management
- Google's main brands in a McKinsey / GE Matrix
- A structural analysis of the German Web Design industry
- Pagerank Sculpting
- Online-Marketing in Eventagenturen
- Rezensionen
- Impressum
- Adler - Webprofis
4.5.2 Web Controlling - Key figures - Online Marketing Tools
Fachartikel > Online Marketing tools > 4. Online Marketing Tools
4.5.2 Key figures
The following two figures contain the most important key figures of web controlling. These are separated in SEO and SEM. With the aid of these it is possible to organise information and put it into a target/actual comparison.
The success of SEO is often measured in ranks and clicks. The other information is needed to measure the behaviour in order to continue optimising the web site.
Figure 13: SEO key figures
Max Adler Salzhemmendorf Webdesign
Key figure |
Definition |
Hits |
Number of accessed elements within a web site |
Page impressions |
Number of accessed pages within one session |
Visits |
Number of accessed pages of one user within one session |
Stickiness |
Time a user spends on one session |
Visitors |
Amount of web site visitors |
Unique visitors |
Amount of unique visitors |
Registered users |
Users which are identified by putting their data in a form |
Rank |
Position of the web site in the organic listing of a SERP |
Clicks |
Amount of clicks in the organic listing on a web site |
Source: Wannenwetsch and Nicolai, 2004, p.58
The success of SEA is measured by cost per X. The X stands for various units explained above. The second key figure is the conversion rate.
Figure 14: SEA key figures
Key Figure |
Definition |
Ad impressions |
Amount of impressions of a specific advert |
Ad clicks |
Amount of clicks on an advert |
CTR |
Click through rate. Percentage of clicks in relation to an advert. |
Leads |
Amount of qualified customer contacts caused by an advert |
Sales |
Amount of sales caused by an advert |
CPC |
Cost per click |
CR |
Conversion rate. Percentage of a users’ action in relation to Ad clicks. |
CPL |
Cost per lead. |
CPO |
Cost per order. |
CPA |
Cost per action. |
ROI |
Return on investment. Relation of benefits to the costs of an advert. |
Source: Bishopinck and Ceyp, 2008, p.264
Online marketers often see ROI in the context of a whole campaign and not only in one advert.