Advanced Digital Advertising

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Robert Laver, Head of Business at 4Ps Marketing, took the attendees of Digital EDGEucation 2014 through the user journey of awareness, consideration and conversion using digital advertising.

Robert Laver, Head of Business at 4Ps Marketing, took the attendees of Digital EDGEucation 2014 through the user journey of awareness, consideration and conversion using digital advertising.

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  • 1. 4Ps Marketing Advanced Digital Advertising
  • 2. What is Advanced Digital Advertising? Working hard > achieve results There are no secret techniques Being clear what an advertising channel is offering you Spending your money more wisely
  • 3. Achieving Ultimate Digital Advertising Coverage
  • 4. Using Digital Advertising to Generate Leads What do these networks offer? Awareness Consideration Conversion
  • 5. Awareness Consideration Conversion
  • 6. Awareness Real Time Bidding
  • 7. Real Time Bidding
  • 8. Direct Buys vs RTB Websites sell 30% of inventory direct to advertisers Up to 70% of remnant space is sold to ad networks and available for a heavily reduced price Advertisers then bid on this remnant available space in “real time” as users visit the website
  • 9. Direct Quote £95 CPM £10K investment for 100,000 Impressions
  • 10. RTB £5 CPM £10K investment for 2 Million Impressions
  • 11. How Long Will It Last? More and more websites are getting on board to sell their remnant through RTB Historic trends – Facebook.com advertising: - Advertising costs tripled in a year
  • 12. Measuring ROI Display activity won’t drive a huge number of direct leads Users convert on brand visits most frequently, however: No Awareness No Brand No Leads
  • 13. Measuring ROI Look for: - An increase in direct visits and leads on the website - An increase in branded keyword visits and leads - An increase in ‘conversations’ about the brand and the related product/service online:
  • 14. Awareness Expectations need to be clear from the start Don’t rely on one data source for evidence of return No awareness > no brand
  • 15. Consideration Google AdWords
  • 16. Good Structure Will Drive More Leads Pay per click advertising is an auction The more relevant you are to the auction, the less you pay per click The structure of your account affects relevance Therefore structure affects the amount you pay
  • 17. Structure Relevance to a keyword is marked out of 10 (a quality score) based on: Advert Keyword Landing Page Keyword
  • 18. Advert Relevance Business Software Cloud Software Advert Business Tools Online Company Software SME Software Solutions Low Quality Scores Business Software Cloud Software Business Tools Online Company Software SME Software Solutions High Quality Scores Advert Advert Advert Advert Advert
  • 19. Advert Relevance Business Software Cloud Software Advert Business Tools Online Company Software SME Software Solutions Quality Score = 2/10 Business Software Cloud Software Business Tools Online Company Software SME Software Solutions Quality Score = 8/10 Advert Advert Advert Advert Advert £2.50 £2.50 £2.50 £2.50 £2.50 £1.50 £1.50 £1.50 £1.50 £1.50
  • 20. Common PPC Questions Isn’t creating an advert per keyword unrealistic time wise? Should I bid on competitor names? Should I use custom landing pages for consideration phase? Why bid on my own brand name?
  • 21. Conversion Retargeting
  • 22. Retargeting
  • 23. Effective Retargeting Don’t spam users – set a frequency cap A/B test messaging – be subtle without being missed Dynamic retargeting Use Google Analytics data to re-target the right people
  • 24. Conversion Touch Points Display/RTB/Video/ Offline Social/Social Advertising Social Interaction PPC/SEO Retargeting A N A L Y T I C SLoyalty Repurchase/Add-Ons Conversion Consideration Awareness
  • 25. Important to remember Everything has exceptions Don’t take my word for it, go and test it! Remaining stationary > you’re going backwards
  • 26. Predictions 2014
  • 27. Predictions for the next year Cost per clicks to rise to new highs for Google PPC Bing advertising to become more commonly used Legal issues with bidding on competitor brand names Real time bidding to become a more commonly used method of display activity Cross device tracking with Universal Analytics to make it clearer how customers are interacting, directly affecting advertising focus