An introduction to digital marketing with emphasis on paid search, display, and reaction to a changing market.

1. An Introduction To Digital Marketing

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Who Am I?
Richard Briddock: Media Director
As the Media Director, Rich leads Cardinal’s SEM practice, which includes oversight of the
search, display, analytics and reporting disciplines. He also serves as the strategic advisor for
all of Cardinal’s top SEM clients.
Richard’s digital marketing experience includes working on multi-million dollar media
accounts for a number of fortune 500 companies including Verizon, H&R Block and Equifax.
He is a specialist in holistic SEM strategy, paid search optimization, mobile optimization,
conversion and analytics and is always looking to develop innovative approaches to
improve client performance.

3. A Changing Market
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The New Path To A Sale

5. Traditional Advertising On The Decline
PRINT ADVERTISING REVENUE
↓62% IN THE LAST 10 YEARS
RADIO ADVERTISING SPEND FELL
BY 2% FROM 2010 TO 2013
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6. Digital Advertising Growing Exponentially
ONLINE ADVERTISING
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REVENUE
↑ 36% IN THE LAST 2 YEARS
ONLINE AD SPEND
ESTIMATED TO
DOUBLE FROM 2011-
2016

7. Digital Advertising Growing Exponentially
83% OF PEOPLE IN THE US HAVE PURCHASED
SOMETHING ONLINE WHILE AN EVEN HIGHER % HAVE
RESEARCHED A PRODUCT.
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8. Digital Advertising Growing Exponentially
SALES ON MOBILE DEVICES WILL ↑ FROM
15% TO 25% BY 2017
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9. B2B Advertising
1.3 Million Businesses Currently Advertise on Google
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10. B2B Advertising: The Challenge
Generating high-quality leads is by far the number
one challenge for B2B marketers (61%).
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B2B Advertising: The Solution
The most effective lead generation tactic used by B2B
marketers is the company website followed by
email marketing and SEO/PPC (digital marketing).

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B2B Advertising
Lead generation budgets are going up for
about 50% of B2B marketers. Budgets will stay
flat for 44%. Only a small number of marketers
(7%) expect lead generation budgets to shrink.

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B2B Advertising
3 Main differentiators of B2B

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B2B Advertising
1. Your B2B buyer could be one of many people
from various departments at a company.

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B2B Advertising
2. B2B buyers tend to do a lot of comparison
shopping.

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B2B Advertising
3. The sales cycle is generally longer in B2B.

17. Paid Search
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18. Paid Search: Understanding Interactions On The Purchase Funnel
Customer Purchase Funnel
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Display
Paid Search
Remarketing/RLSA

19. Paid Search: The Value Proposition
Reach Real-time distribution at massive scale
Relevance Your ad is seen only by customers who are looking for what you have
to offer
ROI Pay-per-click model ensure that you are paying for qualified leads
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20. Paid Search: The Value Proposition
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Paid Search: How It Works
1. Advertiser bids on a keyword related to their business
2. User searches with that keyword on Google
3. Advertiser’s ad appears above a list of search results4
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4. User clicks on the ad and goes to the advertiser’s website
5. Advertiser pays Google for click based on bid

22. Paid Search: Where Do Your Ads Show?
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23. Paid Search: Where Do Your Ads Show?
Ads show across multiple devices
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24. Paid Search: Where Do Your Ads Show?
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The Anatomy of
the SERP

25. Paid Search: Relevancy Matters
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26. Paid Search: Targeting Options
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Paid Search: Your Goals
Your Goal is Simple: Convert Site Visitors

28. Paid Search: Multiple Touch Points
One visit is not enough, especially in B2B
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Paid Search: Remarketing
Remarketing Gives You That Second Chance
- Stay top of mind throughout the sales cycle
- Bring past visitors back to your site to convert

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Paid Search: Remarketing Helps Close The Lead
Re-engage Interested Users with Display

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Paid Search: Remarketing Helps Close The Lead
3 Advantages of Remarketing

32. Display
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Display: The Other 79%
Search is important, but is only part of the story
79%
of time online is
spent outside
search 21%
of time online is
spent searching
Use highly-targeted Display to reach your
customers when they aren’t searching.

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Display: Multiple Interactions Are Needed
Multiple interactions needed before converting
78%
of people don’t know where 70% they want to go before booking a trip
of mobile phone shoppers use 4 digital sources before making a
purchase
80%
is the average number of sources shoppers consult before making a
purchase
10.4
of luxury buyers do online research before making a purchase*

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Display: Tactical Mix
Focusing on performance
Business Awareness
Note: these positioning are indicative and can change
according to the optimisation and campaign set up
Placement
Demographics
Awareness
Similar Audiences
Keyword Contextual
Targeting
Affinity Segments
SNDS/DSK
In-Market
Dynamic & Static
Remarketing
Topic Targeting
Expected CPA
Influence
Influence
consideration
consideration
Drive sales
Advocacy Gmail Sponsored
Promotions
All steps of the funnel

36. SNDS and DSK - the power of Contextual targeting.
SNDS/DSK
Business Awareness
Influence
Influence
consideration
consideration
Drive sales
Advocacy
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37. Search Network with Display Select
A simple new way to reach more customers at the moments that matter
Reach more customers
Reach 15% more potential customers
at a CPA similar to Search
Easy Setup
Built for search advertisers, you manage
the campaign the same way as a
search-only campaign
New signals select only the best places
to show your ads
Improved signals predict where your
ads are likely to perform best
How it Works
Expands an advertiser’s search keywords
to target the Google Display Network
allowing advertisers to achieve
incremental volume while maintaining
on average the same performance.
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38. Display Select Keywords
Display Select Keywords is the ideal Display “gateway” product for Search-only advertisers who are
heavily CPA focused who want a dedicated Display budget.
Control & Predictability
Effectively manage your bids and placements to fit the value you get from your ads
Contextual relevance
Full contextual relevance to the page the user is browsing*
Selective targeting
Only shows your ads on pages with a high likelihood of driving conversions
* As opposed to contextual relevance to the users
past browsing
Keep in Mind:
● Expect volume around 10-15% of potential KCT when running on this product
● Easy Set Up / Opt In - Just use Search keywords, bids and creatives
● Dedicated budget and dedicated ad creatives are the main difference with an SNDS
campaign
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39. Display Select Keywords: Key Benefits
Highly Relevant Targeting
Our Selective Contextual Matching matches your keywords to a subset of highly
relevant pages that have been earmarked as "high intent". We use common search
keywords that led users to the page, page visitor analysis, ad clicks, and conversions.
Efficient Performance
Before making the match, our predictive conversion models calculate the likelihood the visitor
will convert, and only complete the match if we believe there is a high likelihood of conversion.
Enhanced Control & Predictability
Tighter contextual match between keyword and page makes optimization of bids and
placements more predictable. So you can effectively manage your bids and placements to fit
the value you get from your ads
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40. Business Awareness
Influence
Influence
consideration
consideration
Drive sales
Advocacy
Similar Audiences
Similar Audiences
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41. Find new audiences similar to your best website visitors
Seed
Remarketing
lists
Similar Audiences
uses the same cookie as
Remarketing to find new users
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42. Find new audiences similar to your best website visitors
Scale Free to use Simplicity Performance
By using Similar Audiences in
conjunction with Remarketing,
advertisers typically see the following
uplift*:
+ 60% + 48% + 41%
Impressions Clicks Conversions
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43. Business Awareness
Influence
Influence
consideration
consideration
Drive sales
Advocacy
In-Market
audiences
In-Market audiences
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44. Introduction to In-Market audiences
Highly qualified users
● Drive higher consideration among people actively researching and
intending to buy products and services you offer
● Next generation of audience targeting for performance advertisers
Business Awareness
Influence
Influence
consideration
consideration
Drive sales
Advocacy
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45. Intent-based signals to spot In-market customers
Log into email
Log into social
network
Email friend about
car reviews
Check back into email to
share reviews with spouse
Car safety site
for electric cars
Visit blog discussing
electric cars
Revisit manufacturer site
to read pricing options
Visits
site to see options
for car financing
Click ad for hybrid
to see interior on manufacturer
site
Consumer
research
Product or
service listings
Content with strong
conversion history to related
segment
Recency and
frequency of
visits
Views and clicks
on related ads
Watch Video
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46. Key benefits from In-Market
Real Time
• Always relevant with
cookies updated real time
• Lookout window customized
to different verticals with
varied conversion cycles
e.g. Auto vs. Consumer
Electronics
Reach intenders,
not interest
• Algorithm identifies
“intent” vs. “interest”
• Frequency / duration
of visits
• Dedicated linguist team
categorizes page types
that indicate intent
Scale
• 94% of internet users
• Global reach: Over 200M
in-market users weekly in
the US or 800M globally
• 300B+ impressions per
day
Transparency
& Control
• Full transparency and
control to adjust bids,
budget, creatives and
sites based on campaign
performance
• Learn about what
segments your audience
falls into through Google
Analytics Audience
reporting
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47. KCT - capture customers for more conversions
Business Awareness
Influence
Influence
consideration
consideration
Drive sales
Advocacy
Keyword Contextual
Targeting
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48. Keyword Targeting uses the keywords you’ve chosen to match ads with users who have visited
contextually relevant content
Extended Keyword Match (how it
works)
The “Extended keyword match”
segment means the placement was
relevant to the keywords you chose
and related factors, such as the
content of the web pages a person
seeing your ad has recently browsed.
Keyword Contextual Match
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49. Gmail Sponsored Promotions
Gmail Sponsored
Promotions
All steps of the funnel
according to targeting and
creative.
Business Awareness
Influence
Influence
consideration
consideration
Drive sales
Advocacy
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50. Best In Class Creative Example: Standard HTML
Teaser
Expanded Ad
Why this works:
Perks (free delivery, $10 credit)
highlighted in teaser and
expanded ad
Colorful image in line with brand
Clear CTA
Clear step-by-step instructions to
illustrate visually how the product
works
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51. Gmail Sponsored Promotions - Create and
Capture Demand
Create
Demand
Capture
Demand
How to Reach Campaign Tips
Exclude advertiser domain.
Use demographic, interest, keyword,
job, and/or product purchase
targeting. Try targeting similar and/or
complementary domains to reach
potential customers
● Include a special offer or discount to
create a sense of value and urgency for the
user
● Design for your audience: Create ads for a
target audience with custom imagery,
messaging and offers
Use domain targeting to reach users
you already have a relationship with
● Offer something: Give customers a reason
to come back/buy and set offer apart in the
inbox
● Upsell or cross-sell: Consider
complementary purchases or upgrades
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52. GSP Targeting Options
Gmail Sponsored Promotions are designed to reach users -- not cookies, not
emails, not placements. Unique targeting makes it possible optimize for a
Available targeting:
Age /
Gender
specific audience
User interest verticals Job
Geo /
Language
Domain Device
Keyword Product purchase
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53. Measurement
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Measurement: Measurement Is The Key To Success
Measurement Options

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Measurement: Measurement Is The Key To Success
Types of conversions we can track

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Next Steps
Why paid is important

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Questions & Answers

58. About Cardinal Web Solutions
Top Interactive Marketing Agency
Cardinal Web Solutions is a creative group of marketing professionals skilled at leveraging traditional and
innovative mediums empowering small to medium-sized businesses and national brands. We focus on
driving your profits through improved search results rankings, increased website traffic, social media
orchestration, and other interactive marketing techniques.
Credibility from…
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Cardinal Has Done Work For

60. How well is your strategy
working?
To download today’s presentation as
well as receive a Complimentary
Needs Analysis-www.
cardinalwebsolutions.com/apex
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