Digital Download - TCC - Graduate Preso - 23rd Jan 2014
Upcoming SlideShare
Loading in...5
×

Like this? Share it with your network

Share

Digital Download - TCC - Graduate Preso - 23rd Jan 2014

  • 364 views
Uploaded on

Presentation given to TCC Graduate Class of 2014 focuses on digital marketing and the most important things to know. Key topics covered include: Social marketing, mobile marketing, search engine......

Presentation given to TCC Graduate Class of 2014 focuses on digital marketing and the most important things to know. Key topics covered include: Social marketing, mobile marketing, search engine marketing (SEM), search engine optimisation (SEO), free tools available to help being insightful and general digital marketing stats.

More in: Business , Technology
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
    Be the first to like this
No Downloads

Views

Total Views
364
On Slideshare
364
From Embeds
0
Number of Embeds
0

Actions

Shares
Downloads
16
Comments
0
Likes
0

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. DIGITAL DOWNLOAD Thursday, 23rd January 2014
  • 2. BEFORE WE START…. •  Who was the most popular person searched for in 2013? •  Paul Walker (Cory Monteith > Mandela) •  What % penetration does Facebook have in Australia? •  55% - 62% •  Of the 7 billion people on the planet, how many own a mobile? •  5.1 billion (apparently only 4.6 billion own a toothbrush!) •  How long do Australians stay on LinkedIn for? •  7mins & 4seconds
  • 3. WHAT’S TODAY ABOUT? 1. Digital marketing 101 2. Search (SEO & SEM) 3. FREE tools to help you have We – so 5hrs ask 1. ease ns! pl stio que
  • 4. 1. DIGITAL MARKETING 101 THINGS YOU NEED TO KNOW!
  • 5. KEY AREAS OF DIGITAL TO KNOW Search (SEM & SEO) Mobile Social DIGITAL Content (video) eCRM eCommerce Websites
  • 6. WHEN TO USE WHAT DIGITAL MEDIUM? Digital medium Purpose Resource Low Moderate Cost (third-party) High Low Moderate High SEM (paid) Generate awareness & quick leads SEO (natural) Build reputation & generate leads þ Social Build relationships & generate leads þ eCRM Build relationships & up-sell/ cross-sell þ Websites Build reputation & generate leads þ þ eCommerce Generate revenue þ þ Content (video) Educate, build reputation & generate leads Mobile Build reputation & generate leads Online advertising Generate awareness þ þ þ þ þ þ þ þ þ þ þ
  • 7. DIGITAL CHANNEL PROLIFERATION
  • 8. ORGANISING THE DIGITAL LANDSCAPE
  • 9. INTEGRATING MEDIA
  • 10. KEY ELEMENTS TO KNOW MOBILE SEO / NATURAL SEARCH LANDING PAGES SEM / PPC VIDEO CONTENT
  • 11. HOLY TRINITY OF THE WEB Search Social Mobile
  • 12. DIGITAL ISLANDS – BUILDING BRIDGES EST IGG M – B BLE PRO d it & Buil will they e. com W? HO
  • 13. SOCIAL MEDIA More than just pushing content
  • 14. WHAT IS SOCIAL MARKETING? Social = CRM (dialogue) + Basic social PR (push) + Value (exclusive)
  • 15. HOW MANY AUSTRALIAN’S ARE ON FACEBOOK? over ust re J %a 50 18 – een etw rs! b 34y Source: http://checkfacebook.com/, viewed 23rd January 2014
  • 16. WHY WOULD I BE FRIENDS WITH YOU? Source: Chart of the Day, www.businessinsider.com, 20 December 2011, viewed 16 January 2012. ers sum ore Con o m e als to ar kely th a li e wi ir gag en the d if bran d has. frien
  • 17. WHAT ARE SOCIAL LOGINS? •  Through the use of social login functionality, such as Facebook connect, APIs can be utilised to drive engagement without the requirement of an actual Facebook (or other social network) page. t for g Grea andin erst out und e ab mor nce & udie them a g etin tent. targ con with
  • 18. HOW DO SOCIAL LOGINS WORK? s are ofile cally Pr ati utom ed by a reat rough c g th ble ullin aila p e av ion via th mat infor APIs
  • 19. WHAT IS THE PREFERRED SOCIAL LOGIN? Source: http://janrain.com/blog/social-login-and-social-sharing-trends-across-web/
  • 20. WHAT IS THE IMPACT OF SOCIAL LOGIN? ased e Incr ment gage nnect en I co cial hen h so w oug thr Source: http://janrain.com/blog/social-login-and-social-sharing-trends-across-web/
  • 21. CONSUMERS ACTUALLY PREFER TO LOGIN SOCIALLY ant ple w we peo can If , how it? it use Source: Abel, P., Goings, K. (2012). Consumer perceptions of online registration & social login, US consumer research, 2011.
  • 22. MOBILE Applications, websites & communications
  • 23. DIGITAL QUIZ •  What are most people searching on their mobiles? •  Location based activities •  What time are most people using their mobiles for search? •  Late afternoon/evening •  How many Australian’s viewed facebook on their mobile last month? •  4,600,000 people (nearly 50% of all active users)
  • 24. WHAT IS MOBILE? •  Mobile is becoming one of the most talked about areas in the digital industry. •  It is important to remember that “Mobile” isn’t only about applications… Mobile = Marketing + Apps + Website
  • 25. WHAT IS A MOBILE DEVICE? Mobile = Smart phones + Tablets + Other devices
  • 26. WHEN ARE PEOPLE SEARCHING ON THEIR MOBILE? •  Consumer searches on the mobile differ to that of desktop search: •  66% of mobile searches have a local intent •  Mobile search numbers peak at night, on weekends & e leading up to holidays People ar ching on sear e go & at th night.
  • 27. WHY IS MOBILE IMPORTANT? It is immediate It entertains us It connects us locally Mobile is more than a phone
  • 28. WHAT TO DO ABOUT MOBILE? Source: http://coding.smashingmagazine.com/2011/01/12/guidelines-for-responsive-web-design/
  • 29. DIGITAL ISLANDS – BUILDING BRIDGES EST IGG M – B BLE PRO d it & Buil will they e. com W? HO
  • 30. BUILDING AN AUDIENCE PAID DIGITAL MEDIA – PERFORMANCE MEDIA
  • 31. DIGITAL MEDIA 1 PAID SEARCH (SEM) 5 CPM DISPLAY 2 FACEBOOK 4 3 LINKED IN YOUTUBE / CPC DISPLAY
  • 32. DIGITAL MEDIA – A CHEAT SHEET PAID SEARCH PAID SOCIAL (SEM) (FACEBOOK / TWITTER) AD FORMAT TEXT / KEYWORDS TEXT / IMAGES BUYING MECHANIC PERFORMANCE ATTRIBUTES COST TARGETING CONVERSION CPA EFFECTIVENESS SCALE PERFORMANCE DISPLAY LINKEDIN CPM DISPLAY BANNERS TEXT IMAGES / BANNERS / DISPLAY BANNERS PERFORMANCE PERFORMANCE PERFORMANCE FIXED COST PER THOUSAND LOW MID MID-HIGH MID HIGH HIGHLY SPECIFIC SPECIFIC TARGETED VERTICALS HIGHLY SPECIFIC BROAD HIGH (1.5%-12%) MID RANGE (1-4%) MID RANGE (0.5%-2%) 1 2 LARGE LARGE MID RANGE (1-4%) LOW (<0.5%) 3 4 5 LARGE LIMITED LIMITED
  • 33. SOCIAL IS A MAJOR CHANNEL N ILLIO 17 B GE PA S SION S PRE TH IM N A MO
  • 34. DIGITAL MEDIA - FACEBOOK ?
  • 35. WHAT ARE THE DIFFERENT WAYS TO ADVERTISE? MARKETPLACE ADS -  Standard facebook ad that can drive internally or externally to facebook. -  Sometimes paired with social actions your friends have taken. -  Good if you are unable to have an actual page but want a presence on the network SPONSORED STORIES -  Based on the idea of “social proof & that consumers are more likely to like a page some one they know already has. -  Drives greater action / engagement from users. -  Placement that can only be used if you have a facebook page.
  • 36. DIGITAL MEDIA - FACEBOOK
  • 37. FACEBOOK TESTING & OPTIMISATION nt 320 differe Facebook s creative ad with 3 copy er variations p ad
  • 38. FACEBOOK ADS
  • 39. DIGITAL MEDIA – LINKEDIN
  • 40. DIGITAL MEDIA - TRANSPARENCY
  • 41. AD IMPRESSIONS DON’T MATTER COST EFFECTIVE TRAFFIC THAT CONVERTS DOES
  • 42. WHAT’S TODAY ABOUT? 1. Digital marketing 101 2. Search (SEO & SEM) 3. FREE tools to help you
  • 43. THE POWER OF SEARCH GOOGLE RULES THE ROOST
  • 44. HOW GOOGLE SEES THE WEB Infographics created by WiTH Collective – March 2013
  • 45. SEARCH BEHAVIOUR IN PERSPECTIVE Infographics created by WiTH Collective – March 2013
  • 46. MOBILE IN PERSPECTIVE Infographics created by WiTH Collective – March 2013
  • 47. MOBILE IN PERSPECTIVE Infographics created by WiTH Collective – March 2013
  • 48. MOBILE IN PERSPECTIVE Infographics created by WiTH Collective – March 2013
  • 49. WHAT IS SEARCH? SEO & SEM
  • 50. WHAT IS SEARCH •  The ability to connect peoples thoughts to relevant content through sophisticated algorithms, •  when they are in an active mind state.
  • 51. GETTING UNDERNEATH SEARCH ENGINES If you (or your client) are not the answer, If you aren’t present, one of your competitors or another retailer will be.
  • 52. WHY SEARCH IS IMPORTANT? Attract Engage Transact Retain Grow (awareness) (consideration) (purchase) (cross sell) (value add) Digital camera Photocopier Canon digital camera Canon MFD Canon IXUS 1000HS Canon imagerunner 2020 Canon IXUS 100HS bag Canon imagerunner 2020 toner Canon EOS Canon eMaintenance
  • 53. SERP – RELEVANT CONTENT SEM – PPC (30% Click Volume) Relevant results Engaged searcher SEO – Natural Search (70% Click Volume)
  • 54. SERP – RELEVANT CONTENT Advertiser Decides Google Decides
  • 55. UBIQUITOUS ACCESS Graphics created by WiTH Collective – March 2013
  • 56. SEARCH = SEM + SEO Search SEM / PPC •  Financial Trading •  Based on arbitrage / modeling •  Combination of marketing psychology, creative •  Short term result •  Highly competitive SEO / ORGANIC SEARCH •  Technical endeavor •  Site architecture / structure •  Onsite & offsite •  Link analysis •  Long-term endeavor •  Arms race to stay on page one
  • 57. HOW SEARCH WORKS? INDEXING THE WEB
  • 58. INDEXING THE WEB •  Search Engine Optimisation (SEO) is the process of optimising a website in order to increase the traffic the site receives from search engines. •  SEO is made up of more than 200 factors that can be divided into on-page factors & off-page factors.
  • 59. WHAT IS SEO? On site On-page SEO is what can be done on the pages of a website to improve it’s performance in the search engines. Off site Off-page SEO is what can be done externally from the website. SEO success two most The fluential in factors in SEO are ywords & ke s. backlink
  • 60. WHAT DO WE SEE ?
  • 61. WHAT A SEARCH ENGINE BOT SEES… URL H1 TAGS TITLE TAGS META INFO H2 TAGS KEYWORDS ALT TEXT BACK LINKS
  • 62. ON SITE SEO Googlebot
  • 63. OFF SITE – SEO Googlebot
  • 64. IMPORTANT ELEMENTS FOR SEO – ON PAGE On site Off site 1. URL keywords 2. Page title or title tags SEO success
  • 65. IMPORTANT ELEMENTS FOR SEO – ON PAGE This free healthy lifestyle site is available to all Australians and is dedicated to sharing and celebrating all the small, yet powerful things you can do to stay healthy. On site 3. Page description - keywords Off site SEO success
  • 66. IMPORTANT ELEMENTS FOR SEO – ON PAGE On site Off site 4. Keyword density SEO success
  • 67. IMPORTANT ELEMENTS FOR SEO – ON PAGE H1 TAGS H2 TAGS On site Off site 5. Headings SEO success
  • 68. IMPORTANT ELEMENTS FOR SEO – ON PAGE On site Off site 6. ALT text SEO success
  • 69. IMPORTANT ELEMENTS FOR SEO – OFF PAGE On site Off site 1. Backlinks 20 out of top 6 m come fro m.au pfizer.co SEO success
  • 70. IMPORTANT ELEMENTS FOR SEO – OFF PAGE On site Off site 2. Content marketing SEO success
  • 71. IMPORTANT ELEMENTS FOR SEO – OFF PAGE On site Off site 3. Social media SEO success
  • 72. PAID SEARCH (SEM) A BRIEF INTRODUCTION
  • 73. ECONOMICS OF ADVERTISING
  • 74. STOCKMARKET & HEDGE FUND MATHAMATICAL THEORY APPLIED TO DIGITAL MARKETING & MEDIA
  • 75. PERFORMANCE MEDIA – AUCTION
  • 76. PERFORMANCE MEDIA – AUCTION Consumers views /queries AUCTION / EXCHANGE AD UNIT RESULT / IMPRESSION OR CLICK Brand #1 Brand #2 Brand #3
  • 77. IMPACT FOR CLIENTS Media costs = 30% - 70% lower Conversion = same or 5X higher Combined impact = 300% - 500% higher return *(compared to traditional CPM based buys)
  • 78. SEARCH ENGINE MARKETING SEM / PPC (30% click volume) AD POSITIONS DRIVEN BY: 1. MARKET FORCES & 2. ECONOMICS
  • 79. SERP – RELEVANT CONTENT Ad Click Through Rate by Position 9.00% 8.00% 7.94% 7.00% 6.00% 5.00% 5.00% 4.00% 3.00% 2.47% 1.96% 2.00% 1.00% 0.91% 0.90% 0.81% 0.75% 0.74% 0.20% 0.00% 1 2 3 4 5 CTR SOURCE  :  ACCRUACAST.COM   6 7 8 9 10
  • 80. SEO VS SEM PROS & CONS
  • 81. SEO VS SEM – WHAT STRATEGY TO USE? Paid Search Pay Per Click / Performance Auction Based / market pricing CPC’s vary greatly due to strategy, competition, conversion, bidding strategy etc Short term impact SEO Non-media based traffic Technical endevour Based on technical optimisation, keywords, bank links, social strategy Long term impact
  • 82. SIZE OF THE SEARCH MARKET WHY SEM IS IMPORTANT?
  • 83. A GLOBAL PERSPECTIVE
  • 84. A GLOBAL PERSPECTIVE
  • 85. A GLOBAL PERSPECTIVE
  • 86. A GLOBAL PERSPECTIVE
  • 87. A LOCAL PERSPECTIVE GENERAL DISPLAY 26% SEARCH 53% CLASSIFIDES 21% AUSTRALIAN DIGITAL AS MARKET CIRCA $3.32B IN 2012 Source: IAB MEDIA EXPENDITURE REPORT - RELEASE, NOVEMBER 2012,
  • 88. HOW PAID SEARCH WORKS A BASIC APPROACH
  • 89. THE AD MODEL
  • 90. SEM CAMPAIGN STRUCTURES Account Campaign AD GROUP AD GROUP AD GROUP CREATIVE AD GROUP Keywords CREATIVE AD GROUP Keywords CREATIVE AD GROUP Keywords Keywords CREATIVE AD GROUP Campaign Keywords CREATIVE AD GROUP Keywords Keywords CREATIVE AD GROUP Keywords Keywords CREATIVE Campaign CREATIVE CREATIVE
  • 91. SEARCH TAIL / KEYWORD DISTRIBUTION SOURCE : ACCRUACAST.COM
  • 92. WHAT KEYWORDS?
  • 93. WHAT IS THE CREATIVE? Headline = 25 chars Display URL = 35 chars First line = 35 chars Second line = 35 chars
  • 94. SEM IN PRACTICE GASTRIC BANDING PROCEDURE OR LAP-BAND
  • 95. CAMPAIGN = BRAND
  • 96. CAMPAIGN BEYOND BRAND CAMPAIGN = BARIATRIC CAMPAIGN = COST CAMPAIGN = BRISBANE (Location)
  • 97. SEM – THE MECHANICS HOW SEM TICKS
  • 98. SEM MECHANICS 1. AD RANK: •  A value that is used to determine your ad position, in relation to other ads. 2. QUALITY SCORE: •  A meaurement of how relevant your ads, keywords & landing page are to a person seeing your ad. 3. AD POSITION: •  The order in which your ad shows up on a page.
  • 99. QUALITY SCORES = RELEVANCE Keyword Ad Copy Landing Page
  • 100. QUALITY SCORES ARE MADE UP OF….
  • 101. WHAT IS A GOOD QUALITY SCORE?
  • 102. WHAT DO I PAY FOR SEM?
  • 103. WHAT DO I PAY FOR SEM?
  • 104. WHAT DO I PAY FOR SEM? 1 2 3 4 5
  • 105. COMPLEX MATHS TO MAX. RETURN
  • 106. SEM KPI’S
  • 107. LANDING PAGES IMPACT FOR SEM
  • 108. WHAT IS A LANDING PAGE? LANDING PAGE WEBSITE
  • 109. LANDING PAGES FOR PAID SEARCH •  Fundamental to campaign success •  Focus is on the consumer intent from the search query •  Only one “success event” on a page (Find a clinic / doctor or download a fact pack) •  Perform better than a page within a corporate site
  • 110. LANDING PAGES / QUALITY SCORES
  • 111. LANDING PAGE EXAMPLES A / B TESTING – LANDING PAGES VS CORP. SITE PRODUCT PAGES
  • 112. VS VS
  • 113. A/B testing to increase consumer relevance & increase conversion rates
  • 114. Message testing (headline) & Creative messaging (image vs copy)
  • 115. PLS NOTE: This is only a small selection of the 3,000 keyword campaign targeted
  • 116. SEM directing through to articles on a blog
  • 117. WHY IS SEARCH IMPORTANT? If you aren’t in the search results, someone else will be (competitors or alternative solution). Search gives an insight into consumers: thoughts, feelings, desires & what they want to know more about. It provides the ability to tailor the information to acquisition.
  • 118. JARGON TIME OUT?
  • 119. DIGITAL QUIZ •  What does SEO & SEM stand for? •  Search engine optimisation, Search engine marketing •  How much do you pay for SEM? •  Depends on relevance score & bid •  What help to contribute to SEO? •  On page & off page
  • 120. WHERE ARE WE NOW? 1. Digital marketing 101 2. Search (SEO & SEM) 3. FREE tools to help you
  • 121. 3. FREE TOOLS TO HELP YOU BE SMARTER
  • 122. SOURCE OF INFORMATION - FREE 5X agra Vi egory cat s term Source: Google Insights for Search
  • 123. SOURCE OF INFORMATION - FREE 50K+ n a strali a Au s arche in se ith nth w mo D the E y or categ Source: Google Traffic Estimator
  • 124. SOURCE OF INFORMATION - FREE Source: Alexa.com
  • 125. SOURCE OF INFORMATION - FREE Source: Alexa.com
  • 126. SOURCE OF INFORMATION - FREE Source: Alexa.com
  • 127. SOURCE OF INFORMATION - FREE Source: Google Analytics
  • 128. SOURCE OF INFORMATION - FREE Source: Google Analytics
  • 129. SOURCE OF INFORMATION - FREE Source: Google Analytics
  • 130. CONSIDER THE CUSTOMER JOURNEY ATTRACT (awareness) ENGAGE (consideration) TRANSACT (participate) RETAIN (relationship) GROW (ambassador) TYPE OF COMMUNICATIONS TO CONSIDER Focus on INFORMATION Focus on RELEVANCE Focus on DRIVING ACTION Focus on VALUE Focus on INCREASE Mass communications •  TV •  Press •  Radio •  PR Online •  Website •  Social •  Email/newsletter •  Referral •  Search Existing customer comms •  DM •  eDM Offline •  In clinic Online •  Website/microsite/ landing page •  Social •  Forum/community Offline •  In clinic Online •  Website/microsite/ landing page •  Social Offline •  DM Online •  Email/newsletter •  Social Offline •  DM Online •  Email/newsletter •  Social CONVERSION: •  Purchases •  Average transaction value •  Subscription/registration •  Data provided/captured •  Conversion rates ONGOING INTEREST: •  Opt-in for ongoing comms •  Open rates •  Engagement •  Shares •  Comments/Views LOYALTY: •  Duration of membership •  Number of products/services per member •  Transaction levels WHAT METRICS TO LOOK AT? TRAFFIC: •  Unique visitors •  User journey •  Popular pages ENGAGEMENT: •  Time on site •  Journey through site •  Number of pages viewed •  Bounce rate •  Follow/Like
  • 131. 4. KEY TAKE OUTS WHAT TO REMEMBER FROM ME TALKING
  • 132. KEY AREAS OF DIGITAL TO KNOW Search (SEM & SEO) Mobile Social DIGITAL Content (video) eCRM eCommerce Websites
  • 133. ORGANISING THE DIGITAL LANDSCAPE
  • 134. HOLY TRINITY OF THE WEB Search Social Mobile
  • 135. DIGITAL ISLANDS – BUILDING BRIDGES EST IGG M – B BLE PRO d it & Buil will they e. com W? HO
  • 136. WHAT IS SOCIAL MARKETING? Social = CRM (dialogue) + Basic social PR (push) + Value (exclusive)
  • 137. WHAT IS MOBILE? •  Mobile is becoming one of the most talked about areas in the digital industry. •  It is important to remember that “Mobile” isn’t only about applications… Mobile = Marketing + Apps + Website
  • 138. WHY IS MOBILE IMPORTANT? It is immediate It entertains us It connects us locally Mobile is more than a phone
  • 139. DIGITAL MEDIA 1 PAID SEARCH (SEM) 5 CPM DISPLAY 2 FACEBOOK 4 3 LINKED IN YOUTUBE / CPC DISPLAY
  • 140. DIGITAL MEDIA – A CHEAT SHEET PAID SEARCH PAID SOCIAL (SEM) (FACEBOOK / TWITTER) AD FORMAT TEXT / KEYWORDS TEXT / IMAGES BUYING MECHANIC PERFORMANCE ATTRIBUTES COST TARGETING CONVERSION CPA EFFECTIVENESS SCALE PERFORMANCE DISPLAY LINKEDIN CPM DISPLAY BANNERS TEXT IMAGES / BANNERS / DISPLAY BANNERS PERFORMANCE PERFORMANCE PERFORMANCE FIXED COST PER THOUSAND LOW MID MID-HIGH MID HIGH HIGHLY SPECIFIC SPECIFIC TARGETED VERTICALS HIGHLY SPECIFIC BROAD HIGH (1.5%-12%) MID RANGE (1-4%) MID RANGE (0.5%-2%) 1 2 LARGE LARGE MID RANGE (1-4%) LOW (<0.5%) 3 4 5 LARGE LIMITED LIMITED
  • 141. AD IMPRESSIONS DON’T MATTER COST EFFECTIVE TRAFFIC THAT CONVERTS DOES
  • 142. MOBILE IN PERSPECTIVE Infographics created by WiTH Collective – March 2013
  • 143. SEARCH = SEM + SEO Search SEM / PPC •  Financial Trading •  Based on arbitrage / modeling •  Combination of marketing psychology, creative •  Short term result •  Highly competitive SEO / ORGANIC SEARCH •  Technical endeavor •  Site architecture / structure •  Onsite & offsite •  Link analysis •  Long-term endeavor •  Arms race to stay on page one
  • 144. SERP – RELEVANT CONTENT Ad Click Through Rate by Position 9.00% 8.00% 7.94% 7.00% 6.00% 5.00% 5.00% 4.00% 3.00% 2.47% 1.96% 2.00% 1.00% 0.91% 0.90% 0.81% 0.75% 0.74% 0.20% 0.00% 1 2 3 4 5 CTR SOURCE  :  ACCRUACAST.COM   6 7 8 9 10
  • 145. SEO VS SEM – WHAT STRATEGY TO USE? Paid Search Pay Per Click / Performance Auction Based / market pricing CPC’s vary greatly due to strategy, competition, conversion, bidding strategy etc Short term impact SEO Non-media based traffic Technical endevour Based on technical optimisation, keywords, bank links, social strategy Long term impact
  • 146. SEM CAMPAIGN STRUCTURES Account Campaign AD GROUP AD GROUP AD GROUP CREATIVE AD GROUP Keywords CREATIVE AD GROUP Keywords CREATIVE AD GROUP Keywords Keywords CREATIVE AD GROUP Campaign Keywords CREATIVE AD GROUP Keywords Keywords CREATIVE AD GROUP Keywords Keywords CREATIVE Campaign CREATIVE CREATIVE
  • 147. QUALITY SCORES ARE MADE UP OF….
  • 148. WHAT IS A LANDING PAGE? LANDING PAGE WEBSITE
  • 149. SOURCE OF INFORMATION - FREE Source: Alexa.com
  • 150. CONSIDER THE CUSTOMER JOURNEY ATTRACT (awareness) ENGAGE (consideration) TRANSACT (participate) RETAIN (relationship) GROW (ambassador) TYPE OF COMMUNICATIONS TO CONSIDER Focus on INFORMATION Focus on RELEVANCE Focus on DRIVING ACTION Focus on VALUE Focus on INCREASE Mass communications •  TV •  Press •  Radio •  PR Online •  Website •  Social •  Email/newsletter •  Referral •  Search Existing customer comms •  DM •  eDM Offline •  In clinic Online •  Website/microsite/ landing page •  Social •  Forum/community Offline •  In clinic Online •  Website/microsite/ landing page •  Social Offline •  DM Online •  Email/newsletter •  Social Offline •  DM Online •  Email/newsletter •  Social CONVERSION: •  Purchases •  Average transaction value •  Subscription/registration •  Data provided/captured •  Conversion rates ONGOING INTEREST: •  Opt-in for ongoing comms •  Open rates •  Engagement •  Shares •  Comments/Views LOYALTY: •  Duration of membership •  Number of products/services per member •  Transaction levels WHAT METRICS TO LOOK AT? TRAFFIC: •  Unique visitors •  User journey •  Popular pages ENGAGEMENT: •  Time on site •  Journey through site •  Number of pages viewed •  Bounce rate •  Follow/Like
  • 151. JARGON TIME OUT?
  • 152. QUESTIONS & THOUGHTS
  • 153. CONTACT DETAILS Dom @domhind dominique@withcollective.co m 0403 300 015 Thank you! PRESENTATION AVAILABLE AT: http://www.slideshare.net/ withcollective
  • 154. THANK YOU withcollective.com | facebook.com/withcollective | hello@withcollective.com | 02 8203 2128