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Publicidad Display Universidad Politécnica de Valencia Escuela Técnica Superior de Ingeniería Informática Publicidad en internet. Situación 2005- 2010 Para optar a la titulación de: Ingeniería Informática Presentado por: Yulia Reznichenko Dirigido por: Juan Vicente Oltra Gutiérrez Junio, 2011 Contenido: Contenido: ............................................................................................................................................ 2 Introducción ......................................................................................................................................... 6 La publicidad en Internet. .................................................................................................................... 7 Ventajas de publicidad en Internet ............................................................................................... 8 Desventajas .................................................................................................................................. 9 Buscadores ......................................................................................................................................... 10 Ventajas de ser visible en buscadores ........................................................................................ 10 ¿Cómo funcionan los buscadores? ............................................................................................. 10 Las áreas en las que se puede enfocar ........................................................................................ 12 Resultados orgánicos (SEO) .......................................................................................................... 13 Técnicas onsite Vs Técnicas offsite ............................................................................................ 14 SEO White Hat Vs SEO Black Hat ............................................................................................ 15 Metodología y proceso del SEO ................................................................................................ 16 FASE I–Descubrimiento del Cliente ...................................................................................... 16 FASE II–Análisis de Palabras Clave ...................................................................................... 17 FASE III–Optimización de Contenido ................................................................................... 18 FASE IV–Popularidad ............................................................................................................ 19 FASE V–Seguimiento ............................................................................................................ 21 Medición de resultados y KPIs .................................................................................................. 21 Caso práctico de SEO: Visiondiez (www.visiondiez.com) ........................................................ 22 Enlaces patrocinados (PPC). .......................................................................................................... 24 Google AdWords ........................................................................................................................ 25 Características publicidad Search .......................................................................................... 26 Características publicidad Content ......................................................................................... 26 Posición de los anuncios en el ranking. ................................................................................. 27 Consejos para identificar palabras clave relevantes. .............................................................. 28 Cómo crear anuncios eficaces en AdWords ........................................................................... 29 Control de conversiones ......................................................................................................... 29 Control de resultados ............................................................................................................. 30 Caso de éxito con Adwords. Tienda Home. ........................................................................... 30 Sitelinks ...................................................................................................................................... 30 Mapas Google ............................................................................................................................ 31 Publicidad Display ............................................................................................................................. 33 Formatos Publicitarios Interactivos ........................................................................................... 34 Banner ........................................................................................................................................ 35 Botones....................................................................................................................................... 35 2 Rascacielos ................................................................................................................................. 35 Pop-up ........................................................................................................................................ 36 Pop-under ................................................................................................................................... 36 Layer .......................................................................................................................................... 36 Microsites ................................................................................................................................... 36 Interstitials ................................................................................................................................. 36 Enlaces patrocinados .................................................................................................................. 36 Scrollable ads y Dynamic ads .................................................................................................... 36 Personalizado ............................................................................................................................. 37 Formatos Rich Media ................................................................................................................. 37 Videos ......................................................................................................................................... 37 Formatos publicitarios en TV. Online ........................................................................................ 37 Desarrollo de una campaña de formatos gráficos. ..................................................................... 38 Eficacia de los formatos gráficos de publicidad online. ............................................................ 38 Mediciones ................................................................................................................................. 40 Métricas rich media ............................................................................................................... 41 Estudio para medir la eficacia de la publicidad online. ......................................................... 43 Mediciones de campañas de branding ................................................................................... 44 La efectividad de la publicidad gráfica online : view-through, post-view y post-clic ............ 45 7 claves de Google sobre el futuro de la publicidad display ...................................................... 46 Caso práctico: Campaña publicitaria del Nuevo Golf de Volkswagen. ..................................... 48 Caso práctico: Campaña publicitaria Predator vs F50 de Adidas Football ................................ 48 Email marketing ............................................................................................................................. 49 Listas de email marketing .......................................................................................................... 49 Bases de datos internas .............................................................................................................. 50 Bases de datos externas .............................................................................................................. 51 Diseño de una campaña .............................................................................................................. 51 Formato ...................................................................................................................................... 52 Resultados .................................................................................................................................. 52 Caso práctico: Turisme de les Illes Balears ............................................................................... 52 La Web 2.0 ..................................................................................................................................... 53 Elementos de las Web 2.0 : .......................................................................................................... 53 La blogosfera.............................................................................................................................. 55 El vídeo online ..........................................................................................................................
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