0
DIGITAL DOWNLOAD
Thursday, 23rd January 2014
BEFORE WE START….
•  Who was the most popular person searched for in
2013?
•  Paul Walker (Cory Monteith > Mandela)

•  Wh...
WHAT’S TODAY ABOUT?

1.
Digital
marketing 101

2.
Search
(SEO & SEM)

3.
FREE tools to
help you

have
We
– so
5hrs ask
1.
...
1. DIGITAL MARKETING 101
THINGS YOU NEED TO KNOW!
KEY AREAS OF DIGITAL TO KNOW
Search

(SEM & SEO)

Mobile

Social

DIGITAL
Content
(video)

eCRM

eCommerce

Websites
WHEN TO USE WHAT DIGITAL MEDIUM?
Digital medium

Purpose

Resource
Low

Moderate

Cost (third-party)
High

Low

Moderate

...
DIGITAL CHANNEL PROLIFERATION
ORGANISING THE DIGITAL LANDSCAPE
INTEGRATING MEDIA
KEY ELEMENTS TO KNOW
MOBILE

SEO / NATURAL
SEARCH

LANDING PAGES

SEM / PPC

VIDEO CONTENT
HOLY TRINITY OF THE WEB
Search

Social

Mobile
DIGITAL ISLANDS – BUILDING BRIDGES

EST
IGG M –
B
BLE
PRO d it &
Buil will
they e. 
com
W?
HO
SOCIAL MEDIA
More than just pushing content
WHAT IS SOCIAL MARKETING?

Social

=

CRM

(dialogue)

+

Basic social

PR

(push)

+

Value
(exclusive)
HOW MANY AUSTRALIAN’S ARE ON FACEBOOK?

over
ust re
J
%a
50
18 –
een
etw rs!
b
34y
Source: http://checkfacebook.com/,
view...
WHY WOULD I BE FRIENDS WITH YOU?

Source: Chart of the Day, www.businessinsider.com, 20
December 2011, viewed 16 January 2...
WHAT ARE SOCIAL LOGINS?
•  Through the use of social
login functionality, such as
Facebook connect, APIs can
be utilised t...
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 
i...
WHAT IS THE PREFERRED SOCIAL LOGIN?

Source: http://janrain.com/blog/social-login-and-social-sharing-trends-across-web/
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.co...
CONSUMERS ACTUALLY PREFER TO LOGIN SOCIALLY

ant
ple w we
peo can
If
, how it?
it
use
Source: Abel, P., Goings, K. (2012)....
MOBILE
Applications, websites & communications
DIGITAL QUIZ
•  What are most people searching on their
mobiles?
•  Location based activities

•  What time are most peopl...
WHAT IS MOBILE?
•  Mobile is becoming one of the most talked about
areas in the digital industry.
•  It is important to re...
WHAT IS A MOBILE DEVICE?

Mobile

=

Smart
phones

+

Tablets

+

Other
devices
WHEN ARE PEOPLE SEARCHING ON THEIR MOBILE?
•  Consumer searches on the mobile differ to that
of desktop search:
•  66% of ...
WHY IS MOBILE IMPORTANT?
It is
immediate
It
entertains
us

It
connects
us locally
Mobile is
more
than a
phone
WHAT TO DO ABOUT MOBILE?

Source: http://coding.smashingmagazine.com/2011/01/12/guidelines-for-responsive-web-design/
DIGITAL ISLANDS – BUILDING BRIDGES

EST
IGG M –
B
BLE
PRO d it &
Buil will
they e. 
com
W?
HO
BUILDING AN AUDIENCE
PAID DIGITAL MEDIA – PERFORMANCE MEDIA
DIGITAL MEDIA
1

PAID SEARCH
(SEM)

5

CPM DISPLAY

2

FACEBOOK

4

3

LINKED IN

YOUTUBE /
CPC DISPLAY
DIGITAL MEDIA – A CHEAT SHEET
PAID SEARCH

PAID SOCIAL

(SEM)

(FACEBOOK /
TWITTER)

AD FORMAT

TEXT /
KEYWORDS

TEXT /
IM...
SOCIAL IS A MAJOR CHANNEL

N
ILLIO
17 B GE
PA
S
SION
S
PRE TH
IM
N
A MO
DIGITAL MEDIA - FACEBOOK

?
WHAT ARE THE DIFFERENT WAYS TO ADVERTISE?
MARKETPLACE ADS
-  Standard
facebook ad that
can drive
internally or
externally ...
DIGITAL MEDIA - FACEBOOK
FACEBOOK TESTING & OPTIMISATION

nt
320 differe
Facebook
s
creative ad
with 3 copy
er
variations p
ad
FACEBOOK ADS
DIGITAL MEDIA – LINKEDIN
DIGITAL MEDIA - TRANSPARENCY
AD IMPRESSIONS
DON’T MATTER
COST EFFECTIVE TRAFFIC
THAT CONVERTS DOES
WHAT’S TODAY ABOUT?

1.
Digital
marketing 101

2.
Search
(SEO & SEM)

3.
FREE tools to
help you
THE POWER OF SEARCH
GOOGLE RULES THE ROOST
HOW GOOGLE SEES THE WEB

Infographics created by WiTH Collective – March 2013
SEARCH BEHAVIOUR IN PERSPECTIVE

Infographics created by WiTH Collective – March 2013
MOBILE IN PERSPECTIVE

Infographics created by WiTH Collective – March 2013
MOBILE IN PERSPECTIVE

Infographics created by WiTH Collective – March 2013
MOBILE IN PERSPECTIVE

Infographics created by WiTH Collective – March 2013
WHAT IS SEARCH?
SEO & SEM
WHAT IS SEARCH
•  The ability to connect
peoples thoughts to
relevant content
through sophisticated
algorithms,
•  when th...
GETTING UNDERNEATH SEARCH ENGINES

If you (or your client) are not the answer,

If you aren’t present, one of your competi...
WHY SEARCH IS IMPORTANT?

Attract

Engage

Transact

Retain

Grow

(awareness)

(consideration)

(purchase)

(cross sell)
...
SERP – RELEVANT CONTENT
SEM – PPC (30%
Click Volume)

Relevant results
Engaged searcher
SEO – Natural
Search (70% Click
Vo...
SERP – RELEVANT CONTENT
Advertiser
Decides

Google
Decides
UBIQUITOUS ACCESS

Graphics created by WiTH Collective – March 2013
SEARCH = SEM + SEO

Search

SEM / PPC

•  Financial Trading
•  Based on arbitrage /
modeling
•  Combination of
marketing
p...
HOW SEARCH WORKS?
INDEXING THE WEB
INDEXING THE WEB
•  Search Engine Optimisation (SEO) is the process
of optimising a website in order to increase the
traff...
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...
WHAT DO WE SEE ?
WHAT A SEARCH ENGINE BOT SEES…
URL

H1
TAGS

TITLE
TAGS

META
INFO

H2
TAGS
KEYWORDS

ALT
TEXT
BACK
LINKS
ON SITE SEO

Googlebot
OFF SITE – SEO

Googlebot
IMPORTANT ELEMENTS FOR SEO – ON PAGE

On site

Off site

1. URL
keywords

2. Page
title or
title tags

SEO
success
IMPORTANT ELEMENTS FOR SEO – ON PAGE

This free healthy lifestyle site is
available to all Australians and is
dedicated to...
IMPORTANT ELEMENTS FOR SEO – ON PAGE

On site

Off site

4.
Keyword
density

SEO
success
IMPORTANT ELEMENTS FOR SEO – ON PAGE

H1
TAGS

H2
TAGS

On site

Off site

5.
Headings

SEO
success
IMPORTANT ELEMENTS FOR SEO – ON PAGE

On site

Off site

6. ALT text

SEO
success
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
suc...
IMPORTANT ELEMENTS FOR SEO – OFF PAGE

On site

Off site

2. Content
marketing

SEO
success
IMPORTANT ELEMENTS FOR SEO – OFF PAGE

On site

Off site

3. Social
media

SEO
success
PAID SEARCH (SEM)
A BRIEF INTRODUCTION
ECONOMICS
OF
ADVERTISING
STOCKMARKET & HEDGE
FUND MATHAMATICAL
THEORY APPLIED TO DIGITAL
MARKETING & MEDIA
PERFORMANCE MEDIA – AUCTION
PERFORMANCE MEDIA – AUCTION

Consumers

views /queries

AUCTION /
EXCHANGE

AD UNIT RESULT /
IMPRESSION OR CLICK

Brand
#1...
IMPACT FOR CLIENTS
Media costs = 30% - 70% lower
Conversion = same or 5X higher
Combined impact =
300% - 500% higher retur...
SEARCH ENGINE MARKETING
SEM / PPC

(30% click volume)

AD POSITIONS DRIVEN BY:
1. MARKET FORCES &
2. ECONOMICS
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%
...
SEO VS SEM
PROS & CONS
SEO VS SEM – WHAT STRATEGY TO USE?

Paid Search
Pay Per Click /
Performance
Auction Based / market
pricing
CPC’s vary grea...
SIZE OF THE SEARCH MARKET
WHY SEM IS IMPORTANT?
A GLOBAL PERSPECTIVE
A GLOBAL PERSPECTIVE
A GLOBAL PERSPECTIVE
A GLOBAL PERSPECTIVE
A LOCAL PERSPECTIVE

GENERAL
DISPLAY
26%

SEARCH
53%

CLASSIFIDES
21%

AUSTRALIAN
DIGITAL AS MARKET
CIRCA $3.32B IN
2012

...
HOW PAID SEARCH WORKS
A BASIC APPROACH
THE AD MODEL
SEM CAMPAIGN STRUCTURES
Account

Campaign

AD
GROUP

AD
GROUP

AD
GROUP

CREATIVE

AD
GROUP

Keywords

CREATIVE

AD
GROUP
...
SEARCH TAIL / KEYWORD DISTRIBUTION

SOURCE : ACCRUACAST.COM
WHAT KEYWORDS?
WHAT IS THE CREATIVE?

Headline

= 25 chars

Display URL

= 35 chars

First line

= 35 chars

Second line

= 35 chars
SEM IN PRACTICE
GASTRIC BANDING PROCEDURE OR LAP-BAND
CAMPAIGN = BRAND
CAMPAIGN BEYOND BRAND
CAMPAIGN = BARIATRIC

CAMPAIGN = COST

CAMPAIGN = BRISBANE (Location)
SEM – THE MECHANICS
HOW SEM TICKS
SEM MECHANICS
1. AD RANK:
•  A value that is used to determine your ad position, in
relation to other ads.

2. QUALITY SCO...
QUALITY SCORES = RELEVANCE

Keyword

Ad Copy

Landing
Page
QUALITY SCORES ARE MADE UP OF….
WHAT IS A GOOD QUALITY SCORE?
WHAT DO I PAY FOR SEM?
WHAT DO I PAY FOR SEM?
WHAT DO I PAY FOR SEM?
1
2
3

4
5
COMPLEX MATHS TO MAX. RETURN
SEM KPI’S
LANDING PAGES
IMPACT FOR SEM
WHAT IS A LANDING PAGE?
LANDING PAGE

WEBSITE
LANDING PAGES FOR PAID SEARCH
•  Fundamental to campaign success
•  Focus is on the consumer intent from the search
query
...
LANDING PAGES / QUALITY SCORES
LANDING PAGE EXAMPLES
A / B TESTING – LANDING PAGES VS CORP. SITE PRODUCT PAGES
VS

VS
A/B testing to increase
consumer relevance &
increase conversion rates
Message testing
(headline)
&
Creative messaging
(image vs copy)
PLS NOTE: This is only a small selection of the 3,000 keyword
campaign targeted
SEM
directing
through to
articles on
a blog
WHY IS SEARCH IMPORTANT?
If you aren’t in the search results, someone else will be
(competitors or alternative solution).
...
JARGON TIME OUT?
DIGITAL QUIZ
•  What does SEO & SEM stand for?
•  Search engine optimisation, Search engine marketing

•  How much do you ...
WHERE ARE WE NOW?

1.
Digital
marketing 101

2.
Search
(SEO & SEM)

3.
FREE tools to
help you
3. FREE TOOLS TO HELP YOU BE SMARTER
SOURCE OF INFORMATION - FREE

5X
agra
Vi
egory
cat
s
term
Source: Google Insights for Search
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 Es...
SOURCE OF INFORMATION - FREE

Source: Alexa.com
SOURCE OF INFORMATION - FREE

Source: Alexa.com
SOURCE OF INFORMATION - FREE

Source: Alexa.com
SOURCE OF INFORMATION - FREE

Source:
Google Analytics
SOURCE OF INFORMATION - FREE

Source:
Google Analytics
SOURCE OF INFORMATION - FREE

Source:
Google Analytics
CONSIDER THE CUSTOMER JOURNEY
ATTRACT
(awareness)

ENGAGE
(consideration)

TRANSACT
(participate)

RETAIN
(relationship)

...
4. KEY TAKE OUTS
WHAT TO REMEMBER FROM ME TALKING
KEY AREAS OF DIGITAL TO KNOW
Search

(SEM & SEO)

Mobile

Social

DIGITAL
Content
(video)

eCRM

eCommerce

Websites
ORGANISING THE DIGITAL LANDSCAPE
HOLY TRINITY OF THE WEB
Search

Social

Mobile
DIGITAL ISLANDS – BUILDING BRIDGES

EST
IGG M –
B
BLE
PRO d it &
Buil will
they e. 
com
W?
HO
WHAT IS SOCIAL MARKETING?

Social

=

CRM

(dialogue)

+

Basic social

PR

(push)

+

Value
(exclusive)
WHAT IS MOBILE?
•  Mobile is becoming one of the most talked about
areas in the digital industry.
•  It is important to re...
WHY IS MOBILE IMPORTANT?
It is
immediate
It
entertains
us

It
connects
us locally
Mobile is
more
than a
phone
DIGITAL MEDIA
1

PAID SEARCH
(SEM)

5

CPM DISPLAY

2

FACEBOOK

4

3

LINKED IN

YOUTUBE /
CPC DISPLAY
DIGITAL MEDIA – A CHEAT SHEET
PAID SEARCH

PAID SOCIAL

(SEM)

(FACEBOOK /
TWITTER)

AD FORMAT

TEXT /
KEYWORDS

TEXT /
IM...
AD IMPRESSIONS
DON’T MATTER
COST EFFECTIVE TRAFFIC
THAT CONVERTS DOES
MOBILE IN PERSPECTIVE

Infographics created by WiTH Collective – March 2013
SEARCH = SEM + SEO

Search

SEM / PPC

•  Financial Trading
•  Based on arbitrage /
modeling
•  Combination of
marketing
p...
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%
...
SEO VS SEM – WHAT STRATEGY TO USE?

Paid Search
Pay Per Click /
Performance
Auction Based / market
pricing
CPC’s vary grea...
SEM CAMPAIGN STRUCTURES
Account

Campaign

AD
GROUP

AD
GROUP

AD
GROUP

CREATIVE

AD
GROUP

Keywords

CREATIVE

AD
GROUP
...
QUALITY SCORES ARE MADE UP OF….
WHAT IS A LANDING PAGE?
LANDING PAGE

WEBSITE
SOURCE OF INFORMATION - FREE

Source: Alexa.com
CONSIDER THE CUSTOMER JOURNEY
ATTRACT
(awareness)

ENGAGE
(consideration)

TRANSACT
(participate)

RETAIN
(relationship)

...
JARGON TIME OUT?
QUESTIONS & THOUGHTS
CONTACT DETAILS

Dom

@domhind
dominique@withcollective.co
m
0403 300 015

Thank you!
PRESENTATION AVAILABLE AT:

http://w...
THANK YOU
withcollective.com | facebook.com/withcollective | hello@withcollective.com | 02 8203 2128
Digital Download - TCC - Graduate Preso - 23rd Jan 2014
Digital Download - TCC - Graduate Preso - 23rd Jan 2014
Digital Download - TCC - Graduate Preso - 23rd Jan 2014
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Digital Download - TCC - Graduate Preso - 23rd Jan 2014

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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.

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Transcript of "Digital Download - TCC - Graduate Preso - 23rd Jan 2014"

  1. 1. DIGITAL DOWNLOAD Thursday, 23rd January 2014
  2. 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. 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. 4. 1. DIGITAL MARKETING 101 THINGS YOU NEED TO KNOW!
  5. 5. KEY AREAS OF DIGITAL TO KNOW Search (SEM & SEO) Mobile Social DIGITAL Content (video) eCRM eCommerce Websites
  6. 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. 7. DIGITAL CHANNEL PROLIFERATION
  8. 8. ORGANISING THE DIGITAL LANDSCAPE
  9. 9. INTEGRATING MEDIA
  10. 10. KEY ELEMENTS TO KNOW MOBILE SEO / NATURAL SEARCH LANDING PAGES SEM / PPC VIDEO CONTENT
  11. 11. HOLY TRINITY OF THE WEB Search Social Mobile
  12. 12. DIGITAL ISLANDS – BUILDING BRIDGES EST IGG M – B BLE PRO d it & Buil will they e. com W? HO
  13. 13. SOCIAL MEDIA More than just pushing content
  14. 14. WHAT IS SOCIAL MARKETING? Social = CRM (dialogue) + Basic social PR (push) + Value (exclusive)
  15. 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. 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. 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. 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. 19. WHAT IS THE PREFERRED SOCIAL LOGIN? Source: http://janrain.com/blog/social-login-and-social-sharing-trends-across-web/
  20. 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. 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. 22. MOBILE Applications, websites & communications
  23. 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. 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. 25. WHAT IS A MOBILE DEVICE? Mobile = Smart phones + Tablets + Other devices
  26. 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. 27. WHY IS MOBILE IMPORTANT? It is immediate It entertains us It connects us locally Mobile is more than a phone
  28. 28. WHAT TO DO ABOUT MOBILE? Source: http://coding.smashingmagazine.com/2011/01/12/guidelines-for-responsive-web-design/
  29. 29. DIGITAL ISLANDS – BUILDING BRIDGES EST IGG M – B BLE PRO d it & Buil will they e. com W? HO
  30. 30. BUILDING AN AUDIENCE PAID DIGITAL MEDIA – PERFORMANCE MEDIA
  31. 31. DIGITAL MEDIA 1 PAID SEARCH (SEM) 5 CPM DISPLAY 2 FACEBOOK 4 3 LINKED IN YOUTUBE / CPC DISPLAY
  32. 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. 33. SOCIAL IS A MAJOR CHANNEL N ILLIO 17 B GE PA S SION S PRE TH IM N A MO
  34. 34. DIGITAL MEDIA - FACEBOOK ?
  35. 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. 36. DIGITAL MEDIA - FACEBOOK
  37. 37. FACEBOOK TESTING & OPTIMISATION nt 320 differe Facebook s creative ad with 3 copy er variations p ad
  38. 38. FACEBOOK ADS
  39. 39. DIGITAL MEDIA – LINKEDIN
  40. 40. DIGITAL MEDIA - TRANSPARENCY
  41. 41. AD IMPRESSIONS DON’T MATTER COST EFFECTIVE TRAFFIC THAT CONVERTS DOES
  42. 42. WHAT’S TODAY ABOUT? 1. Digital marketing 101 2. Search (SEO & SEM) 3. FREE tools to help you
  43. 43. THE POWER OF SEARCH GOOGLE RULES THE ROOST
  44. 44. HOW GOOGLE SEES THE WEB Infographics created by WiTH Collective – March 2013
  45. 45. SEARCH BEHAVIOUR IN PERSPECTIVE Infographics created by WiTH Collective – March 2013
  46. 46. MOBILE IN PERSPECTIVE Infographics created by WiTH Collective – March 2013
  47. 47. MOBILE IN PERSPECTIVE Infographics created by WiTH Collective – March 2013
  48. 48. MOBILE IN PERSPECTIVE Infographics created by WiTH Collective – March 2013
  49. 49. WHAT IS SEARCH? SEO & SEM
  50. 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. 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. 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. 53. SERP – RELEVANT CONTENT SEM – PPC (30% Click Volume) Relevant results Engaged searcher SEO – Natural Search (70% Click Volume)
  54. 54. SERP – RELEVANT CONTENT Advertiser Decides Google Decides
  55. 55. UBIQUITOUS ACCESS Graphics created by WiTH Collective – March 2013
  56. 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. 57. HOW SEARCH WORKS? INDEXING THE WEB
  58. 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. 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. 60. WHAT DO WE SEE ?
  61. 61. WHAT A SEARCH ENGINE BOT SEES… URL H1 TAGS TITLE TAGS META INFO H2 TAGS KEYWORDS ALT TEXT BACK LINKS
  62. 62. ON SITE SEO Googlebot
  63. 63. OFF SITE – SEO Googlebot
  64. 64. IMPORTANT ELEMENTS FOR SEO – ON PAGE On site Off site 1. URL keywords 2. Page title or title tags SEO success
  65. 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. 66. IMPORTANT ELEMENTS FOR SEO – ON PAGE On site Off site 4. Keyword density SEO success
  67. 67. IMPORTANT ELEMENTS FOR SEO – ON PAGE H1 TAGS H2 TAGS On site Off site 5. Headings SEO success
  68. 68. IMPORTANT ELEMENTS FOR SEO – ON PAGE On site Off site 6. ALT text SEO success
  69. 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. 70. IMPORTANT ELEMENTS FOR SEO – OFF PAGE On site Off site 2. Content marketing SEO success
  71. 71. IMPORTANT ELEMENTS FOR SEO – OFF PAGE On site Off site 3. Social media SEO success
  72. 72. PAID SEARCH (SEM) A BRIEF INTRODUCTION
  73. 73. ECONOMICS OF ADVERTISING
  74. 74. STOCKMARKET & HEDGE FUND MATHAMATICAL THEORY APPLIED TO DIGITAL MARKETING & MEDIA
  75. 75. PERFORMANCE MEDIA – AUCTION
  76. 76. PERFORMANCE MEDIA – AUCTION Consumers views /queries AUCTION / EXCHANGE AD UNIT RESULT / IMPRESSION OR CLICK Brand #1 Brand #2 Brand #3
  77. 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. 78. SEARCH ENGINE MARKETING SEM / PPC (30% click volume) AD POSITIONS DRIVEN BY: 1. MARKET FORCES & 2. ECONOMICS
  79. 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. 80. SEO VS SEM PROS & CONS
  81. 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. 82. SIZE OF THE SEARCH MARKET WHY SEM IS IMPORTANT?
  83. 83. A GLOBAL PERSPECTIVE
  84. 84. A GLOBAL PERSPECTIVE
  85. 85. A GLOBAL PERSPECTIVE
  86. 86. A GLOBAL PERSPECTIVE
  87. 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. 88. HOW PAID SEARCH WORKS A BASIC APPROACH
  89. 89. THE AD MODEL
  90. 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. 91. SEARCH TAIL / KEYWORD DISTRIBUTION SOURCE : ACCRUACAST.COM
  92. 92. WHAT KEYWORDS?
  93. 93. WHAT IS THE CREATIVE? Headline = 25 chars Display URL = 35 chars First line = 35 chars Second line = 35 chars
  94. 94. SEM IN PRACTICE GASTRIC BANDING PROCEDURE OR LAP-BAND
  95. 95. CAMPAIGN = BRAND
  96. 96. CAMPAIGN BEYOND BRAND CAMPAIGN = BARIATRIC CAMPAIGN = COST CAMPAIGN = BRISBANE (Location)
  97. 97. SEM – THE MECHANICS HOW SEM TICKS
  98. 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. 99. QUALITY SCORES = RELEVANCE Keyword Ad Copy Landing Page
  100. 100. QUALITY SCORES ARE MADE UP OF….
  101. 101. WHAT IS A GOOD QUALITY SCORE?
  102. 102. WHAT DO I PAY FOR SEM?
  103. 103. WHAT DO I PAY FOR SEM?
  104. 104. WHAT DO I PAY FOR SEM? 1 2 3 4 5
  105. 105. COMPLEX MATHS TO MAX. RETURN
  106. 106. SEM KPI’S
  107. 107. LANDING PAGES IMPACT FOR SEM
  108. 108. WHAT IS A LANDING PAGE? LANDING PAGE WEBSITE
  109. 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. 110. LANDING PAGES / QUALITY SCORES
  111. 111. LANDING PAGE EXAMPLES A / B TESTING – LANDING PAGES VS CORP. SITE PRODUCT PAGES
  112. 112. VS VS
  113. 113. A/B testing to increase consumer relevance & increase conversion rates
  114. 114. Message testing (headline) & Creative messaging (image vs copy)
  115. 115. PLS NOTE: This is only a small selection of the 3,000 keyword campaign targeted
  116. 116. SEM directing through to articles on a blog
  117. 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. 118. JARGON TIME OUT?
  119. 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. 120. WHERE ARE WE NOW? 1. Digital marketing 101 2. Search (SEO & SEM) 3. FREE tools to help you
  121. 121. 3. FREE TOOLS TO HELP YOU BE SMARTER
  122. 122. SOURCE OF INFORMATION - FREE 5X agra Vi egory cat s term Source: Google Insights for Search
  123. 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. 124. SOURCE OF INFORMATION - FREE Source: Alexa.com
  125. 125. SOURCE OF INFORMATION - FREE Source: Alexa.com
  126. 126. SOURCE OF INFORMATION - FREE Source: Alexa.com
  127. 127. SOURCE OF INFORMATION - FREE Source: Google Analytics
  128. 128. SOURCE OF INFORMATION - FREE Source: Google Analytics
  129. 129. SOURCE OF INFORMATION - FREE Source: Google Analytics
  130. 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. 131. 4. KEY TAKE OUTS WHAT TO REMEMBER FROM ME TALKING
  132. 132. KEY AREAS OF DIGITAL TO KNOW Search (SEM & SEO) Mobile Social DIGITAL Content (video) eCRM eCommerce Websites
  133. 133. ORGANISING THE DIGITAL LANDSCAPE
  134. 134. HOLY TRINITY OF THE WEB Search Social Mobile
  135. 135. DIGITAL ISLANDS – BUILDING BRIDGES EST IGG M – B BLE PRO d it & Buil will they e. com W? HO
  136. 136. WHAT IS SOCIAL MARKETING? Social = CRM (dialogue) + Basic social PR (push) + Value (exclusive)
  137. 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. 138. WHY IS MOBILE IMPORTANT? It is immediate It entertains us It connects us locally Mobile is more than a phone
  139. 139. DIGITAL MEDIA 1 PAID SEARCH (SEM) 5 CPM DISPLAY 2 FACEBOOK 4 3 LINKED IN YOUTUBE / CPC DISPLAY
  140. 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. 141. AD IMPRESSIONS DON’T MATTER COST EFFECTIVE TRAFFIC THAT CONVERTS DOES
  142. 142. MOBILE IN PERSPECTIVE Infographics created by WiTH Collective – March 2013
  143. 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. 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. 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. 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. 147. QUALITY SCORES ARE MADE UP OF….
  148. 148. WHAT IS A LANDING PAGE? LANDING PAGE WEBSITE
  149. 149. SOURCE OF INFORMATION - FREE Source: Alexa.com
  150. 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. 151. JARGON TIME OUT?
  152. 152. QUESTIONS & THOUGHTS
  153. 153. CONTACT DETAILS Dom @domhind dominique@withcollective.co m 0403 300 015 Thank you! PRESENTATION AVAILABLE AT: http://www.slideshare.net/ withcollective
  154. 154. THANK YOU withcollective.com | facebook.com/withcollective | hello@withcollective.com | 02 8203 2128
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