Awesome Lesson: Digital Advertising Explained

Awesome Lesson: Digital Advertising Explained

Oz Intro

Disclaimer: can’t understand anything I’m saying because of my accent, you can’t sue me.

Digital Marketing…..

Are the Celtics playing tonight?...

I wonder if anyone understands what the hell I’m saying with my accent….

yum, cheesecake….. …I should wear a different

bowtie….

Outline: What You Will Learn Today

1.  What is Digital Marketing 2.  Customers Decision Cycle 3.  Intro to Digital Advertising 4.  Ready, Set, Strategy! 5.  Questions

Meet Sarah Meet Sarah. Sarah is the owner of a Boston based Dress Shop.

Digital Marketing

What is Digital Marketing Reaching, connecting, engaging people on digital channels using different devices & media

•  The marketplace has changed •  Shorter, faster buying cycle •  Consumers have information at their fingertips

•  The decision process is now much more complex •  Consumers can now reach for their smartphone,

tablet, or laptop •  Now business with the most visibility wins

Digital Marketing Advantage

Integrated Digital Marketing

PR

SEO Social Media

Digital Advertising

Content Marketing

Website Blog

Remarketing

E-Mail Marketing

Different Marketing Channels Influence Decision

Digital Advertising Strategy for AdWords

Who Needs Digital Advertising

!  Have a lead generating website !  Have new products or services !  Are hosting an event !  Have seasonal sales !  Are looking to target customers geographically !  Are looking to increase traffic !  Are looking to increase brand awareness !  Want to increase sales and profits !  Ecommerce website

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Steps To Build Campaign

1.  Profile the Client 2.  Who’s the Target Audience? 3.  Understand the Goals 4.  Create Campaign Objective 5.  Plan Out Your Strategy 6.  Determine Media Plan 7.  Determine Media Mix

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Develop our Campaign

Media Plan Media Mix

Advertising Goals

Product Analysis

Market Analysis

Audience Analysis

Message

Determine Network

Determine Targeting

Creative Format

Budget

Pricing Model

Determine Media Plan and Media Mix

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Profile The Client

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Campaign Goals

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Determine Goals

1-3 Months

3-6 Months

6-12 Months

Short Term Goals (Build Brand Awareness)

Mid-Term Goals (Direct Response with Branding)

Long Term Goals (Direct Response)

Example Goal: Increase Brand Searches

Example: Increase Sales, Increase Brand Searches, Increase Return Visitors

Example: Increase Revenue and Reach New Markets

Goals

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Campaign Objective

Develop a comprehensive integrated marketing strategy, optimize campaigns for top performance and create an action plan that would meet and ideally exceed marketing goals.

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Understand Goals and Objectives

Understand Company Vision & Mission

Get to Know Target Audience

Learn the Market & Competition

Profile The Client

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Demographic/Psychographic !  18-24, 25-34 year olds

!  Urban women!  Fashionistas

Geographic Target !  Boston areaIncome

!  Middle incomePurchase Profile !  Apparel, accessories

Interests !  Shopping

!  Trends, fashions!  Celebrity news/entertainment

!  Movie/TV lovers

Target Audience

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Don’t Pray – Plan for It

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Audience Reach Example Budget Allocation

Traffic Builders

Topics of Interest

Product Awareness Group

Traffic Builders

Topics of Interest

Product Awareness Group

80%

15%

5%

20%

60%

20%

Short Term Strategy Long Term Strategy

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Budget Amount = $1,000/month

Develop Digital Plan

Content Marketing

Plan to Achieve the Goals: Brand Awareness, Sales

Define target Audience: Demographics/Interest/Topic/Online Activity

Measurement Plan

Social Media

SEO Digital

Advertising Email

Marketing

Advertising Plan

Call Out

Digital Advertising Plan Google AdWords Focused

Determine Budget Allocation to each

Search

Display Remarketing Shopping

Search Campaign

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Facts of Search: Reach people at the precise moment they are searching for products/services Non-interruptive CPC bidding – so you only pay when someone has interest and clicks Easy to measure

Display Network Campaign

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Facts of Display: Largest ad network in the world Target people based on interest and placements (websites and website content) Great for Reach and Branding because of its higher visibility (and conversions)

Remarketing Campaign

Facts of Remarketing: Allows you to target website visitors on the GDN after they have visited your website Great way to ‘close the deal’ People are already familiar with the brand Great if you build a list of website visitors and can target them again if you are launching a new product or service

Shopping Campaign

Facts of Shopping Campaigns: Great for eCommerce websites that sell products It’s a retail focused campaign that shows an image with pricing and description – which allows for quick and easy decision Relevancy is higher because of the direct to product link

Call Only Campaigns

Facts of Call Only Campaigns: Shown on Mobile Devices capable of making phone calls Great way to get someone to call directly (to the store or lead generation)

Short-Term Allocation Example

Search Network 20%

Traffic Builders Interest Product

Awareness

Use for Direct Response

Display Network 60%

Use for Promoting & Branding

Example of how we might allocate efforts to each Network. First to do more branding to capture more of a wider audience and get them to know your brand.

Include Remarketing into the media mix

10%

Shopping 10%

Long-Term Allocation Example

Search Network 40%

Traffic Builders Interest Product

Awareness

Direct Response

Display Network 20%

Include Remarketing into the media mix

15%

Use more for Branding Focus

Our efforts for long-term success may change to include more direct response as well as remarketing efforts.

Shopping 25%

Website Structure

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Sarah’s Dresses Website

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Store Hours-Location

Shop Dress Blog Contact Us Customer

Service

Colored Dress

Seasonal Dress Night Dress

Summer Spring Winter

Time to Develop

I’m Ready to Develop an Awesome Campaign

Now I Know

Search: Reach and Interest

Brand Name

Dress Sale, Shop

Dresses Online

One Shoulder Dress, Pink Long

Sleeve

Seasonal Dress, Color Dress, Dress Store

Product Interest

Rea

ch

Lower

Higher

Higher Lower

Dress, Cute Dresses

Search: Keyword Structure

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Sarah’s Dresses Website

Store Hours-Location

Shop Dress Blog Contact Us Customer

Service

Display: Targeting

Remarketing

Interest

Contextual Targeting

Placement

Topics

Cost Per Conversion

Con

vers

ion

Rat

e

Lower

Higher

Higher Lower

Display: Structure

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Sarah’s Dresses Website

Topics Remarketing Context Interest Placement

Display

Shopping: Structure

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Sarah’s Dresses Website

In Store Online

Shopping

Advanced Extensions – Location

Location Extensions. Displays physical address to local searchers.

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Advanced Extensions – Site Links

Site Link Extensions. Links below your ad directly to the website.

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Advanced Extensions – Social

Social Extensions. Use social extension to build trust and social validation.

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Mobile Devices

Mobile users will grow faster than desktop internet users within 5 years. -Morgan Stanley

There are now over 4 Billion mobile users in the world and 1,000 new customers each minute. In 2008, Smartphone sales exceeded laptop sales and with rate plans becoming less expensive, more people are using their phones as their internet source.

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Measurement Plan

Measuring and Reporting

Measuring Results

KPI Reporting

Google Analytics

Conversion Tracking

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Make smarter online advertising decisions

How does it work?

• Tool tracks users who click on your ad and records a conversion when that user reaches your conversion page

Benefits

• Correlate ad clicks to custom conversion metrics

• Easily set up tracking for sales, sign-ups, leads, page-view, demo plays and more

• Measure conversion value of campaigns, ad groups and/or keywords and optimize bids accordingly

• Understanding the conversion helps to increase Return On Investment (ROI)

Conversion Tracking

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Discover Your Audience Engagement Utilize Google Analytics

How does it work? • Web analytics reports website visitor

behavior

Benefits of How We Use Analytic Data

• Understand who your visitors are and where they come from

• Learn how visitors use your website and compare your traffic against industry benchmarks

• Discover which visitors are likely to convert and how to attract more of them

• Optimize online (and offline) marketing by measuring post-click performance

• Uncover deep insights

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KPI Reporting

What is a KPI? Key Performance Indicators are metrics that are essential to your business’ online success usually represented in percentage or an average

How does it work? Define your objectives and key results

How We Use KPIs • Map the stakeholders

• Determine requirements and expectations

• Set your objectives and key results

• Select your Key Performance Indicators

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Questions