Doing Digital Media Right  |  AAF Dubuque
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Doing Digital Media Right | AAF Dubuque Presentation Transcript

  • 1. 1 Doing Digital Right From Every Angle
  • 2. 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. 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. 4 Research & Planning
  • 5. 5 The Digital Marketing Priority Pyramid 5
  • 6. 6 Required Info To Start • BOTTM –Budget –Objective –Timing –Targeting –Markets (geography)
  • 7. 7 Focusing On Objective 7 A note about “awareness” as a goal 0.00% CTR $10,000 Per Site Visit
  • 8. 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. 9 Search
  • 10. 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. 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. 12 Example Conversion: Occurs After “Find a Clinic” Page Load (Client Approved Action) 12
  • 13. 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. 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. 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 PaidSearchClicks 0 50,000,000 100,000,000 150,000,000 200,000,000 250,000,000 300,000,000 350,000,000 OnlineAdImpressions 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. 16 Random Pieces of Search Trivia GOOGLE • Most expensive search term? Cost is $100/click Mesothelioma
  • 17. 17 Display
  • 18. 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. 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. 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. 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. 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. 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. 24 Why Using Demographics Doesn’t Work Compared to the general internet population, how do you think Facebook’s audience income skews? 24
  • 25. 25 But Compared To Louis Vuitton? 25 About the same! Audience affinity is much more accurate, using comScore, Google media planner, or Quantcast
  • 26. 26 Understanding Vs. Memorizing 26
  • 27. 27 Serving An Ad • Here is the highly simplified version
  • 28. 28 Ad Serving Reality
  • 29. 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. 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. 31 MOBILE
  • 32. 32 Defining Mobile • What is a mobile device?
  • 33. 33 Something Profound Happened in 2011…
  • 34. 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 Units Global Internet Device Sales Smartphone Sales Overtook PC Sales Source: Gartner, IDC, Strategy Analytics, company filings, BI Intelligence estimates
  • 35. 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% 2008-122009-022009-042009-062009-082009-102009-122010-022010-042010-062010-082010-102010-122011-022011-042011-062011-082011-102011-122012-022012-042012-062012-08 Global Internet Trafic: Mobile vs. Desktop
  • 36. 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. 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. 38 Mobile vs. Online Comparison
  • 39. 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. 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. 41 Like TRPs? Then convert your TRPs to impressions at www.goodwaygroup.com to simplify 41
  • 42. 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. 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. 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. 45 Want to Learn More? 45
  • 46. 46 Discussion & Q/A luke@goodwaygroup.com Phone: (618) 771-7705 Luke Andros 46