Afaqs! campus display and search engine marketing june 21 ( rp singh)

Some numbers

• 130 million Internet users • 900 million Mobile subscribers

• 150 million GPRS users

• 45 million Facebook users (2nd in the world)

• 2,500 crore Digital Media Industry

• 76% of Indian Internet users spend more Lme online than watching TV

What consLtutes Digital?

Digital

Display

Search

Mobile

Social

Display

AIDA

Search

DA

Mobile

AA

Social

WoM, I

Role of each Digital Vehicle?

A: Awareness I: Interest D: Desire A: AcLon

Page Impression/view

One full download of a web page by a user. An ad impression is a single instance of an online ad being displayed on a page.

5 ad impressions

Jargon Buster

Cookies

• A Lny parcel of text dropped on your computer’s hard drive by a web site’s server – dropped by the site or the adverLser’s ad serving system.

• Cookies allow a server to store informaLon on a user's computer and later retrieve it.

• A server can only receive the data it has stored on your computer. It cannot look at any other cookie, nor anything else on your computer.

Jargon Buster

• Unique Browser

– Unique browsers are counted by cookies dropped when visitors visit a parLcular site – counLng period set by the site e.g. one month

• CTR

– Click Through Rate = Clicks/Impressions*100

Jargon Buster

Buying Currencies

Delivery Based

• CPM Cost Per Millet (Thousand) impressions

• Sponsor All ad impressions on a web page (e.g. roadblock)

Performance Based • CPC Cost Per Click

• CPL Cost Per Lead

• CPA Cost Per AcLon/AcquisiLon

• CPV Cost Per View

Jargon Buster

Two types of Placements

• Home page – Inventory available only on Home Page of a website

• ROS (Run of Site) – All inventory apart from the homepage inventory across inside pages

Basic types

• Banners – StaLc – Animated – Rich Media with/without video

• Text Links • Video Ad units • Emailers or eDMs

• Sponsorship

What does 468 x 60 mean?

468 x 60 refers to pixels A pixel is the smallest unit of colour used to make up images on a screen

First ever banner ad: October 27, 1994

468 pixels wide

60 pixels deep

Get Brief / Research Develop Strategy, approved by Client Brief Media Reps

Go over responses, negoLate, create

Media Plan

Present Media Plan to client Get Sign off

CreaLve Specs to CreaLve Agency

Produce & Upload CreaLve

Tag & Traffic Campaign

Go Live! Report & OpLmise

1 2 3 4

5 6 7 8

The Display Planning Process

comScore & Vizisense + Loads of past experience*

*In case of agencies

What are the planning tools used to research the target audience?

Who do you buy display adverLsing from?

• Publisher Reps – Direct – Horizontals: Yahoo, MSN,

Rediff – VerLcals: Cricinfo,

Moneycontrol

• Independent Reps – Direct – AIDEM, Publicitas

• Ad Networks – Tribal Fusion, Google, Ozone

Emerging… • DSP (Demand Side

Plaoorms)

NegoLated

Automated

Premium Inventory Secondary Premium Remnant Inventory

DIRECT

NETWORKS

DSP

Agencies/Adver?sers

The Publisher’s Media Inventory

• Publishers Rep

• Independent Reps

How do you select a site?

• Unique visitors, Registered Users • Pageviews • Time spent • Cost • Technology support

– Third party ad serving – CreaLve flexibility

• Past experience • Lead Lme • Personal RelaLonships J

What’s an Ad Network?

“A collecLon of small to medium-‐sized sites coupled with remnant inventory from larger publishers. Networks have a unifying back-‐end

technology that allows for ad serving, targeLng & opLmisaLon across their enLre

network."

Ad Network OpLons

If I buy through an Ad Network, do I know where my ads will appear?

• It depends on the network

• Some networks operate blind, meaning an adverLser doesn't know where its ads will appear

• Some networks allow you to cherry-‐pick specific sites or category of sites you want to avoid

• All networks allow you to specify category of sites

Example Media Plan

Site

CREATIVE

3rd Party Ad Server

Ad serving – how it works

TRAFFIC

SHEET

Publisher/

Network

Server

Publisher/

Network

Server

Publisher/

Network

Server

Publisher/

Network

Server

Publisher/

Network

Server

• Online ReporLng & Mgnt.

• OpLmisaLon

Ad Serving

Server

Ad Serving Interface

Publisher/

Network

Server

Publisher/

Network

Server

Publisher/

Network

Server

Publisher/

Network

Server

Publisher/

Network

Server

TargeLng opLons

Awareness/Engagement

ConsideraLon

Purchase/ Purchase Intent

Demographics: Sites with users of the desired gender, age, HHI, educaLon etc. are idenLfied with media planning tools e.g. comScore or Vizisense

TargeLng opLons


ConsideraLon


CONTEXTUAL: Aligning ads with contextually relevant areas of a web site


ConsideraLon


GEOGRAPHIC: Reach audience in targeted geo areas

TargeLng opLons


ConsideraLon


PROFILING: Target user-‐reported profile data via logged-‐in environments e.g. Yahoo Messenger, Hotmail, Rediffmail

TargeLng opLons

General Profile

• Age

• Gender

• Lifestyle info

• Marital status

• Income

• EducaLon

• Religion

• Weight / Height

Enthusiast Data

• Auto

• Consumer Electronics

• Fashion

• Games

• Health, Wellness, Fitness

• Movies

• Music

• Personal Finance

• Sports

• Travel

Geography

• Country

• State

• Regional

• Metro

• Suburb

Profile targeLng – user-‐reported data via logged-‐in environments


ConsideraLon


• DEMOGRAPHIC • CONTEXTUAL • GEOGRAPHIC • PROFILING

• DAY PARTING

TargeLng opLons


ConsideraLon


• BEHAVIOURAL: target a profile based on past online acLvity

• On-‐site • On-‐network

• DEMOGRAPHIC • CONTEXTUAL • GEOGRAPHIC • PROFILING

TargeLng opLons

BUT behavior does not always imply intent


ConsideraLon


BEHAVIOURAL (high funnel): target a profile based on past online acLvity


DEMOGRAPHIC CONTEXTUAL GEOGRAPHIC PROFILING

BEHAVIOURAL (low funnel): target a profile based on past online acLvity

• Site Re-‐targeLng

TargeLng opLons


ConsideraLon


BEHAVIOURAL (high funnel): target a profile based on past online acLvity


DEMOGRAPHIC CONTEXTUAL GEOGRAPHIC PROFILING

BEHAVIOURAL (low funnel): target a profile based on past online acLvity

• Site Re-‐targeLng • Intent Re-‐targeLng

TargeLng opLons

Intent Re-‐targeLng

‘intent’ is subject to definiLon

• Defined by the Site using on-‐site intent re-‐targeLng • Defined by the Ad Network offering on-‐network intent re-‐targeLng

Benefits of Behavioural TargeLng?

• Increase the reach of desired audience segments outside of contextual placements

• Reach your audience in a cluyer free environment, potenLal for high impact

• Offers cost effecLve efficiency to overall media campaign

• Improves conversion, especially ‘Low funnel’ behavioural targeLng

OpLmizaLon

• Media – Website – SecLon – Placement – CreaLve – Ad unit – DuraLon – Timing of delivery

• Website – Technology

• Flash vs HTML

– Content – User journey – Cross linking – Call to AcLon

Where do people look?

23%

8.7%

77%

PAGE 1 PAGE 2 PAGE 3 OTHERS

Source: iProspect 2007

Paid Search AdverLsing

Pay on a cost per click basis, therefore do not pay for impressions.

Can’t buy your way to the top – affected by CPC bid x quality score.

Max CPC Quality Score

Paid Ads

How does Google rank paid ads?

• CTR: – The historical click-‐through rate (CTR) of the ad – Your CTR account history, which is measured by the

CTR of all the ads and keywords in your account

• Ad Text Relevance: – The relevance of the keyword and ad to the search

query – The relevance of the keyword to the ads in the

AdGroup

• Landing Page Relevance & Experience: – Quality of your landing page – Landing page load Lme

• Other relevance factors

The Quality Score (score out of 10) is determined by:

Quality Score

The Higher your Quality Score the Lower The Price You will Pay per Click

How does Google rank paid ads?

Actual CPC

• The minimum amount needed to maintain a rank number higher than the ad immediately below it. (1c more than your next nearest compeLtor)

• Your actual CPC is usually less than the Maximum CPC you bid

• It is possible for an adverLser to appear above a compeLtor and pay less than they do.

When you adverLse on Google your ads show here:

• On Google

• On Google’s Search Partners

• On the Google AdSence Content Network (e.g. Gmail, Fairfax and niche sites)

1

2

3

The ‘Long Tail’ of Search

Search Term Quality

Google Traffic EsLmator

Google Keyword Tool

Google Keyword Tool

Match Type How it’s entered: The ad will show when:

The ad will show when the user types the following for example:

BROAD Caribbean Cruise All words containing this word or combinaLon of words in any order is used as the query

Caribbean Holiday Cruises

Cruise holiday in the Caribbean

PHRASE “Caribbean Cruise” Keywords are typed in the exact order specified. But have other words before or a|er

Cheap Caribbean Cruise

Caribbean Cruise Deals

Luxury Caribbean Cruise

EXACT Caribbean Cruise Keywords must be only and exactly what the user types in

Caribbean Cruise

NEGATIVE -‐Tom Ads will not appear when this search term is entered in the query

Ads will NOT show if someone types: Tom Cruise

Keyword Matching OpLons

hyp://services.google.com/awp/en_us/breeze/7338/index.html

Google Editorial Policy Tutorial:

Google monitors:

-‐ Editorial & Format (style and technical requirements for your ad text and keywords) -‐ Content (what you can and can't adverDse or promote) -‐ Link (guidelines for your URLs and the website you're adverDsing)

Editorial Policy

Link Policy

ConLnuous Test/Learn

Test Mul?ple Ads Simultaneously

• Always test 2 (or more) ads simultaneously – an A/B split test.

• Find out which one produces the higher CTR and ulLmate conversion goal. Then replace the weaker performing ad with a new one.

• ConLnue this process in your never-‐ending quest to get the CTR and conversion goal opLmised.

How to budget for PPC search adverLsing?

• Pay-‐per-‐click (PPC) search adverLsing is difficult to forecast without being acLvely engaged in a campaign

• You must test to see how many clicks to expect per day at what CPC by keyword, to determine ROI

• Determine maximum allowable CPC

Key Bank business goals

• Key Bank minimum acceptable ROI is 4:1 – For every media $1 spent they want to make $4

• A Key Bank credit card customer is worth $500

• So the maximum we’re willing to pay to acquire a Key Bank credit card customer is $125, in other words the allowable CPA is $125 ($500:$125 or $4:$1)

How much media spend is allowed to acquire 1,000 new Key Bank credit card customers?

Easy – 1,000 x $125 = $125,000

Number of Impressions?

Average Click Through Rate

Average Conversion

Rate

Average Approval Rate

1,000

Customer

How many page impressions do we need to acquire 1,000 new Key Bank credit card customers?

Need some historical learning or run a test to determine:

.3% 7% 80%

Number of Impressions?

Average Click Through Rate

Average Conversion

Rate

Average Approval Rate

1,000

Customer

How many page impressions do we need to acquire 1,000 new Key Bank credit card customers?

– Work out the numbers from the desired outcome

.3% 7% 80%

1,250 17,857 5,952,380

What CPC rate can we afford to spend to acquire 1,000 new credit card customers?

$125,000/17,857 (clicks) = $7 CPC

Therefore the maximum CPC bid is $7

What do most brands/agencies measure?

• Impressions • Clicks • Leads • And now …. Fans

& this is irrespecLve of what objecLves are! X

What should you measure?

• Clicks • Mouseovers • Video Plays • Game Plays

• Contest • Increase in Time

Spent • Repeat Visitors

• Sales • Downloads • Contest • Leads

• Unique Impressions

• Unique users reached

• Visitors on Website

• Reach of the plan • Increase in Search Queries

• Frequency

• Shares on Social Media

• Referrals • Increase in Social Buzz

• Engagement Rate

WoM Awareness

ConsideraLon Purchase

Tools for AnalyLcs

• Media Performance • Website Performance

Deciding & AllocaLng the Budget

• There is nothing called “Ideal Budget” • Decide objecLve: Awareness, ConsideraLon, Purchase

• Use tools (comScore) to arrive at site list your TG surfs

• Decide SOV (Share of Voice) through SOI (Share of Impressions)

• Decide between Impact and Sustenance or a combinaLon of both