5o digital session ΣΔΕ · 2018-12-04 · arch s brand brand searches dsa & generic target...
TRANSCRIPT
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5o Digital Session ΣΔΕ
Performance Marketing Media
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FOCUSING ON DRIVING ACTION
Awareness
Consideration
Evaluation
Purchase
Advocacy
“Classic” Performance
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GOOGLE SEARCH FOR PERFORMANCE
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GOOGLE SEARCH NETWORK
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IT’S ALL ABOUT STRUCTURE & KEYWORDS
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SEARCH CAMPAIGNS FRAMEWORKS
earc
h
Cam
paig
ns
Brand Brand searches
DSA & Generic
Target high relevant new customers
Highlight competitive advantages
RLSA Generic- Remarketing to users who have already visited the
website with broader keywords
Competitors Expand market using competitive brands
Specific Products/ Services
Unique campaigns for each product/ service
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SEARCH OPTIMIZATION FRAMEWORK
Detailed structure & match types Improve Quality Scores, CPCs
Keyword Based Ad groups Custom Text ads
Tailor made text ads Improve CTR, CPC & CR
Custom Bidding - Automation Focus on important Months,
Days & Hours
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THINK QUALITY SCORE
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Call Extension
in order to communicate
more easily (one click for
call in mobiles)
Callout Extensions
(extra information for
users & higher CTR)
Sitelinks Extensions
to drive users to specific
pages (π.χ. Κριτήρια για
δάνεια)
Direct link to form page
in order to reduce
steps
(higher Conv. Rate)
MAXIMIZE RESULTS WITH AD EXTENSIONS
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BEYOND KEYWORDS: DYNAMIC SEARCH ADS
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USE REMARKETING ON SEARCH CAMPAIGNS
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GOOGLE DISPLAY NETWORKFOR PERFORMANCE
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GOOGLE DISPLAY NETWORK
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THE POWER OF AUDIENCE TARGETING
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REMARKETING ON GDN
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REACH USERS “SIMILAR” TO YOUR CUSTOMERS
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REACH PEOPLE IN THE MARKET TO BUY
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KILL PRODUCTION COSTS WITH RESPONSIVE ADS
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FACEBOOK FOR PERFORMANCE
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FACEBOOK FOR PERFORMANCE
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CHOOSE THE RIGHT OBJECTIVE
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CHOOSE THE RIGHT AUDIENCE TARGETINGF
acebook
Cam
paig
ns
Interests
- Brand awareness
- Increase traffic to Site
- Find new Customers at low Cost
- Feed remarketing lists
Lookalikes- Use existing customers as a source audience to create
similar audiences
Remarketing - Remarketing to users who have already visited the website
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PERFORMANCE FORMATS: LEAD ADS
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DYNAMIC REMARKETING & PRODUCT FEED
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PRODUCT FEED & VIDEO ADS
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PRODUCT FEED & INSTAGRAM
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YOUTUBE FOR PERFORMANCE
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CAN YOUTUBE DRIVE PERFORMANCE?
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EXPECT YOUTUBE TO DRIVE EDUCATION
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TRUEVIEW FOR ACTION
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TRUEVIEW FOR MOBILE APP PROMOTION
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TRUEVIEW CARDS & SHOPPING
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TRUEVIEW END SCREENS
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VIDEO VIEWERS IS GREAT AUDIENCE
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GET USED TO “YOUTUBERS” DRIVING CONVERSIONS
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AFFILIATE MARKETING
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AFFILIATE MARKETING EXPLAINED
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PAY ONLY FOR CONVERSIONS
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CREATIVITY IN CONTENT CREATION
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GO PERFORM!
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Q + A