doing digital media right | aaf dubuque
DESCRIPTION
TRANSCRIPT
1
Doing Digital Right From Every Angle
2
Holistic Planning & Execution
• Research & planning
• What you need to know, about: – Search
– Display
• Ad networks, exchanges, and DSPs
• Messaging
– Mobile
– Video
• Great landing pages
• Additional considerations
3
• Web Desktop and Mobile represent 36% of “eyeball” time
• “Mobile” continues to grow dramatically – more on that later!
Why Digital
Source: Mary Meeker D10 Presentation, Morgan Stanley, 2012
4
Research & Planning
5
The Digital Marketing Priority Pyramid
5
6
Required Info To Start
• BOTTM
–Budget
–Objective
– Timing
–Targeting
–Markets (geography)
7
Focusing On Objective
7
A note about “awareness” as a goal
0.00% CTR $10,000
Per Site Visit
8
Focusing On Objective
Setting a good objective
Define the “action” you want a user to take
Decide what you’re willing to pay for that “action”
Place & use conversion code (pixel)
Divide media cost by total conversions/actions
Result is eCPA (effective cost per action)
8
9
Search
10
Planning Search
Everything starts here
➫ Google’s QS system impacts
where/when your ad shows
up and how much you pay
per click
➫ A Quality Score is calculated
every time your keyword
matches a search query
➫ Bid is often cited as the least
influencing factor
11
Objective pages:
– Complete “find a clinic”
– Complete “request an appointment”
– Complete “email signup”
Client provides “services categorization” & geography words to use to drive actions
– Massage, facial, spa, etc.
– Dallas, Plano, Arlington, Richardson, etc.
Example: Massage Envy
11
12
Example Conversion: Occurs After “Find a Clinic” Page Load (Client Approved Action)
12
13
You + Google Do The Rest
13
Entering the geographical terms along with the service category terms generates a keyword list of all permutations and combinations
Remove obvious unfit keyword terms
Launch campaign and optimize to your goal!
14
Why Are Landing Pages So Important In Search?
Google will actively lower your search ranking if the landing page copy doesn’t match search intent/copy, or raise it if it does!
14
Offer matches = happy consumer and happy Google!
15
And Remember, Display Drives Search!
Historical Trending of OLA and PPC
0
10,000
20,000
30,000
40,000
50,000
60,000
70,000
80,000
1 6 11 16 21 26 31 36 41 46 51 56 61 66 71 76 81 86 91 96 101 106 111 116 121
Time
Pa
id S
earc
h C
lic
ks
0
50,000,000
100,000,000
150,000,000
200,000,000
250,000,000
300,000,000
350,000,000
On
lin
e A
d I
mp
ress
ion
s
Paid Search Clicks Online Ad Impressions
Spikes in OLA are concurrent with spikes in
Paid Search Clicks indicating a direct link
between online advertising and searches.
16
Random Pieces of Search Trivia
• Most expensive search term? Cost is $100/click
Mesothelioma
17
Display
18
Users And Context Targeting
There are two main parts to planning:
How do we find these people?
User Data (user behind the page)
1
Context (inventory/placements)
2
19
One Example Is Our Mayo Clinic Client
Mayoclinic.com
• Influence users to perform “actions” on their site which demonstrate they will likely visit the clinic
Objective:
We’ll use www.quantcast.com/planner since it’s free and accessible to all
First, let’s understand the site and its audience
19
20
Mayoclinic.com: Context Affinity
20
This is the top of the list which spans hundreds of sites, based on index of cross-visitation
21
How Do We Buy All These Sites?
• Networks, exchanges, and DSPs (Demand Side Platforms)
• You can take your desired site list to any one of these and only run on these sites
• Best coverage will likely occur with a major exchange (or DSP being the technology to access the exchanges)
21
22
Page Vs. User
Now you’ve bought the page, but how do you make sure you’re in front of the right user, too?
22
23
Buying User Data
23
• We started by “guessing” for Mayo Clinic at some segments that would work
• But in working with a data segment analysis tool we learned these unexpected target groups were performing the best – DLX Frequent Buyers --> Pet Supply Buyers --> Pet Supply Buyers
– DLX Lifestyles --> Leisure Travelers --> Leisure Travelers
– And others…
• We adjusted the buy to use these other segments, along with our original targets, and lowered the eCPA immediately!
24
Why Using Demographics Doesn’t Work
Compared to the general internet population, how do you think Facebook’s audience income skews?
24
25
But Compared To Louis Vuitton?
25
About the same!
Audience affinity is much more accurate, using comScore, Google media planner, or Quantcast
26
Understanding Vs. Memorizing
26
27
Serving An Ad • Here is the highly simplified version
28
Ad Serving Reality
29
Ad Serving
Knowing how, when, and where ad calls occur is the crux of all online advertising
• Behavioral targeting
• Geo-targeting
• DSPs, SSPs, DMPs, and all other acronyms
• Exchanges
• Bidding
Enables the understanding of
29
30
Messaging
• “Click Here” or “Roll Over” if using rich media
Strong call to actions
• Users have a short attention span
Keep the message simple
• No “teases”!
Keep the animation under five seconds and always display the “main point” first
Remember, what do you want the user to do when they get to your site?
30
31
MOBILE
32
Defining Mobile
• What is a mobile device?
33
Something Profound Happened in 2011…
34
Personal Computers
Smartphones
Tablets
0
100,000,000
200,000,000
300,000,000
400,000,000
500,000,000
600,000,000
700,000,000
800,000,000
900,000,000
1,000,000,000
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011
Un
its
Global Internet Device Sales
Smartphone Sales Overtook PC Sales
Source: Gartner, IDC, Strategy Analytics, company filings, BI Intelligence estimates
35
But Most Browsing (88%) Is Still Done Via Desktop
Desktop
1% 4%Mobile 12%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2008-12
2009-02
2009-04
2009-06
2009-08
2009-10
2009-12
2010-02
2010-04
2010-06
2010-08
2010-10
2010-12
2011-02
2011-04
2011-06
2011-08
2011-10
2011-12
2012-02
2012-04
2012-06
2012-08
GlobalInternetTrafic:Mobilevs.Desktop
36
So Mobile Will Be Huge, Right? Eventually…
Source: Mary Meeker (KPCB), eMarketer, IAB
42%
25%
22%
11%
1%
43%
7%
26%
15%
10%
TV Print Web Radio Mobile
2011 U.S. Ad Spending vs. Consumer Time Spent By Media
Ad Spend Per Media Time Spent Per Media
37
A few reasons
1. The screen is really small
2. The traded CPMs are 5x less, but sell-side CPMs are double!
3. Tracking, technology, and reporting are still awful • Specifically in-app placements
4. Lack of standards (HTML5? MRAID?)
Why The Gap?
38
Mobile vs. Online Comparison
39
• Keep it simple
• Have an objective
• Keep your expectations in “test” mode
• Don’t be lured to shiny objects
What You Can Do In Mobile Now
40
Running Video?
Here’s your checklist:
• :15 only for best results
• Know your goal
– Tracking to eCPA, or going for video-viewing completions?
• Are you OK with UGC or non-branded content, or do you only want first-run programming (like Hulu, CNN, or others?)
40
41
Like TRPs?
Then convert your TRPs to impressions at www.goodwaygroup.com to simplify
41
42
Why Are Landing Pages So Important In Display & Video?
• First off, you’re advertising to encourage an action, and 99% of the time
that action will occur post-impression, not post-click
• Second, at a minimum, upon click, it should be what was promised or
you’ll lose the user
42
Wait, so it’s not instant? I’m outta here!
43
Using Social Media As A Landing Page
• Should I drive my traffic to a facebook landing page?
• I have no idea – depends whether or not the user can complete the action that is your goal on that social media page
43
44
Let’s Summarize The Process
BOTTM Ensure pyramid will be covered “bottom up”
Establish what you’re willing to pay per
action
For search, focus on four quality score
factors
Spend to “point of diminishing return”
against desired eCPA
Ensure landing pages are built to do what the ads want to the
user to do
Understand real context of where to
find your users
Plan data segments to associate with
inventory
Launch, measure and OPTIMIZE (search,
display context, display users, and creative!)
44
45
Want to Learn More?
45
