DIGITAL 101

What You Need To Know

AGENDA

➢Vocab- pull out your pen and paper

➢How does digital work?

➢Digital Display- the Myth the Legend

➢Search Engine Marketing- Great starting point

➢FOMO- Social Media: the need to be informed

➢What you should ask a client

Display Advertising Terminology

❖Inventory = how many impressions of the ad are available through a specific publisher?

❖ Advertiser = The

business that placed

this ad (e.g. Mont

Blanc)

❖ Publisher = Forbes.com❖ Media Agency = works for the

advertiser in designing the ad

(creative), then buying ad

placements (media buying), and

determines ad budget (media

spend)

Brand vs. Demand

• Brand Recall - how many of the consumers who are

surveyed recall your brand with its key attributes.

• e.g. BMW = performance, Toyota = innovation

• Brand Lift - did the display ad campaign increase brand

recall, and by how much

• Engagement - what % of users clicked on the ads, or

engaged with the brand via the ad

• Click-through - visits to the Company's website as a result

of the brand ads

• View-through - users view the ad, and visit your website

directly without clicking on the ad

• E.g. View-through at 9X of click-through the ad.

Brand Marketers

Key Terms

IABInternet Advertising Bureau

(http://www.iab.net)

Today's Internet — sometimes

referred to as “The Cloud”

Millions of people can access your

site at the same time without the site

crashing

Website is the best of its type within

its class — i.e. NIP Radio is the best

CHR Los Angeles

Percentage of available impressions

an advertiser owns during the course

of an ad campaign.

Ads that appear on the page without

having to scroll down

The number of visits and/or visitors

to a website

Web 2.0

or Web2

Scalable

Best In

Class

Share Of

Voice (SOV)

Above the

Fold

Traffic

Interactive mediaRich Media

Also known as Software as a

Service or SaaS using a program

that runs in a web browser i.e.

Salesforce and Google Apps.

Rich Media

Key Terms (Cont.)

CPMCost Per

Thousand

Brand Campaigns

Combined efficiency of an ad

campaign based on promotional

placements, paid placements,

engagement metrics, etc (i.e. video

views, app downloads, widget

distribution, viral video adoption)

Cost/Pay Per Click

"Cost Per" Ads are typically used by

Direct Response and Lead

Generation advertisers and usually

handled by ad networks due to the

continual optimization required to

make these campaigns financially

viable

Used more with social media that

involves video adoption, app/ widget

distribution, game adoptions, etc.

eCPM(Effective CPM )

CPC/PPC

CPL/CPA(Cost Per

Lead/Action)

CPE(Cost Per Engagement

(Social))

Why Is Digital Important

For Businesses?

Comparing the number of years of adoption rate for radio, TV, and the

internet.

It took 38 years for radio to reach 50 million users, 14 years for TV to

reach 50 million users and 4 years for the internet to reach 50 million

users.

Cat Fishing is not only what people do on Social Media it is what businesses do Online everyday.

New Businesses can seem well established and Old businesses can put on a new face and get new customers from a different area. It allows business to try something with little risk.

Categorizing Digital

Advertising

PaidTV Commercial, Web Banner Ad, Paid Search

OwnedWebsite, Blog, Facebook Page

EarnedBlog Mention, Word of Mouth, Buzz

*POEM

Awareness

Education

Consideration

The Purchase

Funnel

Purchase

1. Increase Brand Visibility Impressions & CPM

"plasma tv" Microcenter

2. Drive Qualified TrafficReviews, comparisons, demos "Plasma tv reviews"

3. Generate Leads Newsletter, Email captures, etc. [Sign up for secret offers!]

4. SalesRevenue, orders, ROI, ROAS "Buy 70in 4k Smart LG TV“

Digital Advertising

Payment Models

CPM Cost Per Thousand Impressions

CPC Cost Per Click

CPL Cost Per Lead

CPA Cost Per Acquisition

CPSA Cost Per Social Action

Buying AdsAds are bought in units of:

1. Impressions, in units of 1000 (CPM)

Impression = each view or showing of the ad e.g.

$1 CPM = 1000 impressions for every $1

$2 CPM= 500 impressions for every $1

2. Clicks or Click-throughs, with a cost per

click (CPC)

e.g. $5 CPC = each click on the ad costs $5

3. Leads, with a cost per lead (CPL), sometimes

cost per (user) acquisition (CPA)

Risk shifts from advertiser to publisher as we

go from CPM -> CPC -> CPL/ CPA

Banner AdsText-Based

Image-Based Multimedia

Banner Ads

Ad Sizes

There are many standard sizes defined by the Interactive

Advertising Bureau (IAB):

Leaderboard(728x90) = 728 pixels wide, 90 pixels high

Medium rectangle(300x250) most available inventory

across ad sizes

Other common sizes 300x600 160x600180x 150

Mobile ad sizes (iPhones, Androids, iPads) 468x50 300x50 320x50

Online Media Targeting

Behavioral Targeting - uses information collected on an individual's web-browsing behavior, such as the pages they have visited or the searches they have made, to select which advertisements to display to that individual.

Geo Targeting — the

ability to target a specific

geographic area based on

a consumer's IP address.

Demo Targeting — targeting to a consumer based on their age and

gender.

Contextual Targeting —

targeting ads based on a

website’s content — i.e. a Betty

Crocker ad appears in AOL

Food.

Many Targeted

Ads come is tags

to let the

consumer know

they have been

targeted

Geo- Fenced Ads or Geo Target are not typically tagged

Tags

A/B Testing

Poll/Offer Version 1 Poll/Offer Version 2

A/B Testing - running different versions of the ads

(brand or demand) to test which messages and

offers resonate the most with the audience, and

drive the highest results (i.e. lead conversions)

In-Banner Lead Forms-

New way to Increase Conversions

Demand Generation

Terms

Demand Marketers

Conversion - turning an unknown user into a known prospect (first name, last name, email, company, etc.)

Landing Pages - where conversions typically happen today

user clicks on a flat ad, then redirected to the landing page in a new browser window.

Banner Ad

Landing Page

New Prospective vs.

Retargeting

New Prospecting Prospects NOT already in the advertiser's database. Reach new 'Watering holes" and place ads to attract new prospects, get them to opt-in into further conversation.

Re-targeting Already a bit familiar with the brand. Visited your site and bounced. Conversion rates for re-targeting = typically higher than for new prospecting.

How Retargeting Works

Putting Together A

Display Campaign

Define the goal - Brand awareness? Demand creation?

Both?

Target audience - Persona(s)? Buyer needs messaged via

the ad?

Budget - finalize number based on goals re: brand — reach,

engaged, or demand — leads

Placement - targeting, media buying. In-house, outsource?

Creative - copy, design, messaging, content offers, brand

guidelines

Execute & Review - analytics, reporting, key metrics

Campaign Management —

• Targeting - update sites, audience segments, etc. based

on what works

• Bid Management — set bid prices to meet volume goals

(daily/weekly)

• Creative updates - changes in mid-flight based on / lead

capture metrics

Metrics & Measurement

Impressions & Clicks • CTR — click through rate

• How many of my ads got clicks?

• Clicks/impressions

Return• Conversion Rate

• Revenue

• ROAS

• ROI

SEM/PPCGoals: Leads

Paid

Google My

BusinessGoals: Leads

Organic

SEOGoals: Leads

Organic

SEM/PPCGoals: Leads

Paid

Social

Media

Networks

• Facebook

• Twitter

• Pinterest

• YouTube

• Linkedln

• Foursquare

• Instagram

• Google+

There are about 400

Social or sharing sites out

there with a more than 10

thousand users.

Social Media Myths

• It's Free

• It's Fast

• It's Viral

• You Can't Measure it

• It's Optional

• It's Hard

900 Million Users

You Can Target By:

• Demographics: Location, Language, Education, and Work Age, Gender, Birthday, and Relationship Status

• Likes & Interests: Select Likes & Interests such as "camping", "hiking", or backpacking" instead of "tents" or "campers"

• Connections

Polls

Targeted

Leads

Blended CPM of $20 which is a mix of 60% News Feed and

40% Right Rails

News Feed is the most popular and most expense as you can

not see Right Rails on a Mobile Phone

News Feed Right Rails

You Can Target By:

• Demographics: Location,

Language, Education

• Age, Gender, Birthday, and

Relationship Status

• Likes & Interests:

• Select Likes & Interests such

as "camping", "hiking", or

backpacking" instead of

"tents" or "campers"

• Connections

• Instagram is a mobile,

desktop, and Internet-based

photo-sharing application

and service that allows users

to share pictures and videos

either publicly, or privately to

pre-approved followers

Purchased by Facebook in 2012

You Can Target By: Demographics: Location,

Language, Education,

Company, Age, Title

Different Levels of Advertising

•Pre-rolls

•Ads appear before the content

•Best performance

•Mid-rolls

•Ads appear during content

•Many marketers wary of interrupting

•Post rolls

•Ads appear after content

•Perform at 40% level compared to pre-roll

Houzz is a website and online

community about architecture,

interior design and decorating,

landscape design and home

improvement. • 1.5 Million Local

Professionals

• 25 Million Monthly

Unique Visitors

• Over 11 Million Photos

• Over 9 Million Products

• 72% of users between

25-54

• 90% of all Users own a

Home

• 60 Professional

Categories on Houzz

40 Million Users

Social Media Best Practices

Set Goals

Create a Plan

and Content

Strategy and

Stick to it!

Track Growth

Monitor what

is being said

regarding your

company

online

Listen to

others in the

community,

don't just talk

Communicate

with your

clients in the

way that they

prefer

Defining Goals for Digital Advertising

Awareness

Education

Consideration

Purchase

• Location

• Language

• Education

• Work

• Age

• Gender

Think about the people who you want to see your ads

• Birthday

• Relationship Status

• HIH

• Groups

• Likes

• Friends