Doing Digital Media Right | AAF Dubuque

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Doing Digital Right From Every Angle

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Holistic Planning & Execution

• Research & planning

• What you need to know, about: – Search

– Display

• Ad networks, exchanges, and DSPs

• Messaging

– Mobile

– Video

• Great landing pages

• Additional considerations

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• Web Desktop and Mobile represent 36% of “eyeball” time

• “Mobile” continues to grow dramatically – more on that later!

Why Digital

Source: Mary Meeker D10 Presentation, Morgan Stanley, 2012

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Research & Planning

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The Digital Marketing Priority Pyramid

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Required Info To Start

• BOTTM

–Budget

–Objective

– Timing

–Targeting

–Markets (geography)

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Focusing On Objective

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A note about “awareness” as a goal

0.00% CTR $10,000

Per Site Visit

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Focusing On Objective

Setting a good objective

Define the “action” you want a user to take

Decide what you’re willing to pay for that “action”

Place & use conversion code (pixel)

Divide media cost by total conversions/actions

Result is eCPA (effective cost per action)

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Search

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Planning Search

Everything starts here

➫ Google’s QS system impacts

where/when your ad shows

up and how much you pay

per click

➫ A Quality Score is calculated

every time your keyword

matches a search query

➫ Bid is often cited as the least

influencing factor

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Objective pages:

– Complete “find a clinic”

– Complete “request an appointment”

– Complete “email signup”

Client provides “services categorization” & geography words to use to drive actions

– Massage, facial, spa, etc.

– Dallas, Plano, Arlington, Richardson, etc.

Example: Massage Envy

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Example Conversion: Occurs After “Find a Clinic” Page Load (Client Approved Action)

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You + Google Do The Rest

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Entering the geographical terms along with the service category terms generates a keyword list of all permutations and combinations

Remove obvious unfit keyword terms

Launch campaign and optimize to your goal!

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Why Are Landing Pages So Important In Search?

Google will actively lower your search ranking if the landing page copy doesn’t match search intent/copy, or raise it if it does!

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Offer matches = happy consumer and happy Google!

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And Remember, Display Drives Search!

Historical Trending of OLA and PPC

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Paid Search Clicks Online Ad Impressions

Spikes in OLA are concurrent with spikes in

Paid Search Clicks indicating a direct link

between online advertising and searches.

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Random Pieces of Search Trivia

GOOGLE

• Most expensive search term? Cost is $100/click

Mesothelioma

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Display

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Users And Context Targeting

There are two main parts to planning:

How do we find these people?

User Data (user behind the page)

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Context (inventory/placements)

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One Example Is Our Mayo Clinic Client

Mayoclinic.com

• Influence users to perform “actions” on their site which demonstrate they will likely visit the clinic

Objective:

We’ll use www.quantcast.com/planner since it’s free and accessible to all

First, let’s understand the site and its audience

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Mayoclinic.com: Context Affinity

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This is the top of the list which spans hundreds of sites, based on index of cross-visitation

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How Do We Buy All These Sites?

• Networks, exchanges, and DSPs (Demand Side Platforms)

• You can take your desired site list to any one of these and only run on these sites

• Best coverage will likely occur with a major exchange (or DSP being the technology to access the exchanges)

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Page Vs. User

Now you’ve bought the page, but how do you make sure you’re in front of the right user, too?

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Buying User Data

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• We started by “guessing” for Mayo Clinic at some segments that would work

• But in working with a data segment analysis tool we learned these unexpected target groups were performing the best – DLX Frequent Buyers --> Pet Supply Buyers --> Pet Supply Buyers

– DLX Lifestyles --> Leisure Travelers --> Leisure Travelers

– And others…

• We adjusted the buy to use these other segments, along with our original targets, and lowered the eCPA immediately!

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Why Using Demographics Doesn’t Work

Compared to the general internet population, how do you think Facebook’s audience income skews?

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But Compared To Louis Vuitton?

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About the same!

Audience affinity is much more accurate, using comScore, Google media planner, or Quantcast

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Understanding Vs. Memorizing

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Serving An Ad • Here is the highly simplified version

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Ad Serving Reality

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Ad Serving

Knowing how, when, and where ad calls occur is the crux of all online advertising

• Behavioral targeting

• Geo-targeting

• DSPs, SSPs, DMPs, and all other acronyms

• Exchanges

• Bidding

Enables the understanding of

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Messaging

• “Click Here” or “Roll Over” if using rich media

Strong call to actions

• Users have a short attention span

Keep the message simple

• No “teases”!

Keep the animation under five seconds and always display the “main point” first

Remember, what do you want the user to do when they get to your site?

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MOBILE

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Defining Mobile

• What is a mobile device?

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Something Profound Happened in 2011…

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Personal Computers

Smartphones

Tablets

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Global Internet Device Sales

Smartphone Sales Overtook PC Sales

Source: Gartner, IDC, Strategy Analytics, company filings, BI Intelligence estimates

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But Most Browsing (88%) Is Still Done Via Desktop

Desktop

1% 4%Mobile 12%

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GlobalInternetTrafic:Mobilevs.Desktop

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So Mobile Will Be Huge, Right? Eventually…

Source: Mary Meeker (KPCB), eMarketer, IAB

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TV Print Web Radio Mobile

2011 U.S. Ad Spending vs. Consumer Time Spent By Media

Ad Spend Per Media Time Spent Per Media

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A few reasons

1. The screen is really small

2. The traded CPMs are 5x less, but sell-side CPMs are double!

3. Tracking, technology, and reporting are still awful • Specifically in-app placements

4. Lack of standards (HTML5? MRAID?)

Why The Gap?

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Mobile vs. Online Comparison

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• Keep it simple

• Have an objective

• Keep your expectations in “test” mode

• Don’t be lured to shiny objects

What You Can Do In Mobile Now

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Running Video?

Here’s your checklist:

• :15 only for best results

• Know your goal

– Tracking to eCPA, or going for video-viewing completions?

• Are you OK with UGC or non-branded content, or do you only want first-run programming (like Hulu, CNN, or others?)

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Like TRPs?

Then convert your TRPs to impressions at www.goodwaygroup.com to simplify

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Why Are Landing Pages So Important In Display & Video?

• First off, you’re advertising to encourage an action, and 99% of the time

that action will occur post-impression, not post-click

• Second, at a minimum, upon click, it should be what was promised or

you’ll lose the user

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Wait, so it’s not instant? I’m outta here!

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Using Social Media As A Landing Page

• Should I drive my traffic to a facebook landing page?

• I have no idea – depends whether or not the user can complete the action that is your goal on that social media page

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Let’s Summarize The Process

BOTTM Ensure pyramid will be covered “bottom up”

Establish what you’re willing to pay per

action

For search, focus on four quality score

factors

Spend to “point of diminishing return”

against desired eCPA

Ensure landing pages are built to do what the ads want to the

user to do

Understand real context of where to

find your users

Plan data segments to associate with

inventory

Launch, measure and OPTIMIZE (search,

display context, display users, and creative!)

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Want to Learn More?

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Discussion & Q/A

luke@goodwaygroup.com

Phone: (618) 771-7705

Luke Andros

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