Best in Class: Making good digital marketing campaigns oustanding

Search on

Google

Land on

website

Don’t

Convert

Convert

User journey is more complex

Place personalised ads in the right place at the right time to stay top of mind

Awareness

Consideration

Purchase

Advocacy

Granular structure

Purchase oriented keywords

Tailored ads

Mobile now accounts for over 50% of all search

Run mobile specific ad copy & extensions

2/3 transactions start on a mobile device but finish on another

Opt into mobile search at some level – calculate your mBid

Track phone calls

Look at attribution to further justify mobile ad spend

How did these ads get on this page?

Interests &

Demographics

In-Market

Segments

Similar

Audiences

Target users that haven’t previously visited your site

Frequency caps

Viewability

Apply brand safety filters

Overlay placements

Run multiple ad sizes

Be aware of banner blindness

96% leave a website without converting

70% abandon shopping carts

49% typically visit 2-4 sites before

purchasing

1. Visited the website but not taken

any action

2. Visited specific pages/products but

not taken any action

3. Converted users

Broadest & largest audience

Retarget with generic ads to encourage a return visit

A more relevant but smaller audience

Retarget with dynamic ads = personalisation = relevance

Either block them or build audiences to target in the

future

Bringing an audience dimension to search campaigns

293% increase in CTR %

Source: AdWords April 2015 – Sept 2015 Source: AdWords April 2015 – Sept 2015

71% increase in Conv %

Use RLSA Audiences

“le creuset mugs”

“emma bridgewater

mugs”

“red mugs”

“stripy mugs”

“mugs”

Search Volume

Lik

ely

convers

ion r

ate

Upload to Platforms

Exclude customer across all connected devices

Use list to show user a more tailored ad

Use list to create a similar audience list

Volunteers email

address

User

Navigates

to Site

More powerful than RLSA

Remarketing

Custom Audiences

Lookalike targeting

By the time you finish reading this

sentence, users around the world

will have uploaded another eight

hours of video to YouTube

Track all traffic sources in one placeTrack all your conversion pointsCount revenueOptimise for ROITrack offline conversions using GCLIDsLook at attribution

It’s advertising first, technology secondEnsure access to your own campaignsBe aware of tie in contractsSpeak to the “do-er”Regular face to face meetsBe open with your agency