Tips to Evolve Your Digital Advertising Divya Dutt Sr. Program Manager, PPC and Social October 13, 2015 Mike Tomita Sr. Manager, Online Marketing
Tips to Evolve Your Digital AdvertisingDivya DuttSr. Program Manager, PPC and Social
October 13, 2015
Mike TomitaSr. Manager, Online Marketing
Page 2© Marketo, Inc. 05/01/2023
Today’s Agenda• Digital Advertising in 2015• Selecting Your Channels• Targeting and Optimization• Tracking and Reporting• Q/A
Page 3© Marketo, Inc. 05/01/2023
Digital Advertising Is Evolving… Fast
1994
Page 4© Marketo, Inc. 05/01/2023
Digital Advertising Is Evolving… Fast
2000
Page 5© Marketo, Inc. 05/01/2023
Digital Advertising Is Evolving… Fast
2007
Page 6© Marketo, Inc. 05/01/2023
Digital Advertising Is Evolving… Fast
2010 2011 2013 2015
Page 7© Marketo, Inc. 05/01/2023
Page 8© Marketo, Inc. 05/01/2023
Page 9© Marketo, Inc. 05/01/2023
Measurable and Attributable
$
Page 10© Marketo, Inc. 05/01/2023
Page 11© Marketo, Inc. 05/01/2023
Page 12© Marketo, Inc. 05/01/2023
Page 13© Marketo, Inc. 05/01/2023
Page 14© Marketo, Inc. 05/01/2023
Page 15© Marketo, Inc. 05/01/2023
Page 16© Marketo, Inc. 05/01/2023
Page 17© Marketo, Inc. 05/01/2023
Page 18© Marketo, Inc. 05/01/2023
Identify Your Goals• Acquisition• Nurturing• Loyalty, Cross-sell, & Upsell• Branding
Page 19© Marketo, Inc. 05/01/2023
Find Your Audience
Page 20© Marketo, Inc. 05/01/2023
Which Social Networks?
Page 21© Marketo, Inc. 05/01/2023
Mobile Ads and Messages
Page 22© Marketo, Inc. 05/01/2023
Coordinate Across Channels
Ad: Flights from Houston to
Dublin
Interests: TravelLocation: Huston, TXAge: 25-35Activity: Site visit – Ireland Hotels
Page 23© Marketo, Inc. 05/01/2023
Selecting Your Channels• Find your audience• Start broad with your targeting• Coordinate across channels• Evaluate based on your goals• Test, test, test…
Page 24© Marketo, Inc. 05/01/2023
Segmentation
Ways to Segment
Demographic Firmographic Behavioral Interests Geographic
location Marketing
Automation
Page 25© Marketo, Inc. 05/01/2023
Good Segmentation = Personalized Content
Page 26© Marketo, Inc. 05/01/2023
Testing
Page 27© Marketo, Inc. 05/01/2023
Ad Testing – things you can test
Page 28© Marketo, Inc. 05/01/2023
Ad Testing – Marketo Examples
VS
Image Testing
Ad Copy Testing – Google
VS
CTR - .62% CTR - .49%
CTR – 1.33% CTR – 1.56%
Page 29© Marketo, Inc. 05/01/2023
Testing is great but what next?
Page 30© Marketo, Inc. 05/01/2023
Iterative Testing Finds Ultimate Winner
Text + Image A0.112% CTR
Text + Image B0.608% CTR
New Text + Image B0.641% CTR
Page 31© Marketo, Inc. 05/01/2023
Main Takeaways so far
Segmentation
Personalized Ads
Ad Testing
Page 32© Marketo, Inc. 05/01/2023
Measure Based On Campaign Goals
.
Branding
Impressions Clicks CTRs VTRs Engagement
Acquisition
Impressions Clicks Conversion
rates ROAS
Loyalty/Cross – Sell, Upsell Engagement Upgrades Repeat
Business Pipeline
generated
Nurture/Lifetime Value
Increase in lead
scores Engaging with
more content Repeat purchases
DOWNLOADED CONTENT ON
FACEBOOKATTENDED WEBINAR
Single Touch Attribution
3 months
$100K
$100K
GOOGLE KEYWORD SEARCH
Multi Touch Attribution
3 months
$25K $25K
$100K
$25K$25K
LINKEDIN POST
FACEBOOK AD
EVENT
Measuring Your Program Performance
Channels First Touch (FT) Revenue
Facebook $410,000
LinkedIn $320,000
PPC $625,000
Measuring Your Program Performance
Page FT Revenue MT Revenue
Facebook $410,000 $500,000
LinkedIn $320,000 $553,000
PPC $625,000 $117,000
Page FT Revenue MT Revenue
FaceBook $410,000 $500,000
LinkedIn $320,000 $553,000
PPC $625,000 $117,000
More efficient at pushing leads
through funnel
More efficient at acquiring the right
leads
Page 38© Marketo, Inc. 05/01/2023
Allocate Your Budget
Page 39© Marketo, Inc. 05/01/2023
Conclusion• We have more options than ever – try them all• Start simple and expand when you’re ready• Personalize your ads to cut through the noise• Coordinate across channels and devices• Some things never change
• Test, measure, optimize, repeat
Page 40© Marketo, Inc. 05/01/2023
1. Download the Definitive Guide Marketo.com/dg2da
2. Spot the Marketo digital marketing team in the guide!
Page 41© Marketo, Inc. 05/01/2023
Q/A