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Drexel New Media Marketing - Intro to SEM & Digital Media
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Drexel New Media Marketing - Intro to SEM & Digital Media

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Week 4 of Drexel's New Media Marketing lecture. Introduction to SEM/PPC, Display and Media buying as well as social media advertising. …

Week 4 of Drexel's New Media Marketing lecture. Introduction to SEM/PPC, Display and Media buying as well as social media advertising.

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  • 1. online advertising sem/ppc, media buying & social aaron levy justinfried
  • 2. agenda • who are you? • what is ppc/sem • where do I buy banner ads • why do I optimize a digital ad campaign? • how does this work in real life?
  • 3. aaron levy (@bigalittlea ) director of ppc @ SEER 7 years in digital ‘08 villanova grad (marketing & MIS) binge exerciser flannel enthusiast
  • 4. slideshare.com/bigalittlea
  • 5. me + pudding @SEERinteractive seer.is/jobbies seer.is/culturevid @SEERinteractive
  • 6. @SEERinteractive
  • 7. justin fried(@ justin_freid) university of scranton BS ‘07 philadelphia university MBA ‘10 vp of sem & emerging media CMI Media 7
  • 8. slideshare.net/justin_freid
  • 9. • pharmaceutical marketing agency – media buying – social media – analytics – SEO/SEM • founded in 1981 by former GSK employee • 200+ Employees • family owned and operated 9 CMIMedia (@CMIMedia)
  • 10. @CMI_Media
  • 11. what is sem? ppc?
  • 12. onthe serps
  • 13. inyour pocket
  • 14. the big3 engines
  • 15. bing powered other search engines
  • 16. search partners google powered
  • 17. amazon/target/wal mart google powered
  • 18. 18 random other stuff
  • 19. • auction-based “bidding” system • bid x quality score = ad rank • only pay enough to beat the next guy • only pay when somebody clicks howdoes sem work? 19
  • 20. qualityscore? what’s that??? short answer? no clue 20
  • 21. qualityscore – longanswer • click through rate • relevance • landing page quality • relative performance • account history • “other relevance factors” 21
  • 22. account hierarchy • account – billing, passwords, time zone • campaign – budget, locations, network • ad group – keywords, ad copy, destinations, extensions 22 ACCOUN T CAMPAIGN CAMPAIGN AD GROUP AD GROUP AD GROUPAD GROUP
  • 23. 23 buildingcampaigns
  • 24. 24 phase 1 –set goals
  • 25. • pick keywords & match types that make sense and that you can afford • don’t just guess – let free tools do the heavy lifting for you 25 phase 2 –pickkeywords
  • 26. 26 broad: red bull also matches: red bullets, energy drink, redbull, red bull & vodka, buy red bulls, red energy drink modified broad: +red bull also matches: red bull & vodka, buy red bulls, red energy drink modified broad: +red +bull also matches: red bull & vodka, buy red bulls phrase: “red bull” also matches: red bull & vodka, red bull Exact: [red bull] matches: red bull keywords also match searches inside smaller rings *Source – support.google.com keyword match types
  • 27. 27 phase 3: craft crafty ad copy
  • 28. 28 ad copy specs Headline Is 25 Characters www.one35character.com/Display-URL Two Description Lines That Must Fit Everything in 35 Characters or Less
  • 29. • major keywords in copy – bolded, increases relevance (and quality score) • key value propositions – why shouldI buy from you? • strong, clear cut callto action – what am I supposed to do? 29 ad copy keys to success
  • 30. SEM TOOLS making your life easier
  • 31. • google – keyword planner – trends – instant 31 free tools
  • 32. • SEM Rush/Spyfu – How can these tools help? » Provide insight into what your competitors are doing – What ad text are they using most frequently? – What keywords are they bidding on? 32 competitive research tools
  • 33. • paid management tools – marin, acqusio, kenshoo etc. • why do agencies use these tools? • Benefits? – advanced bid management – easier bulk editing – advanced reporting 33 account management tools
  • 34. DISPLAY ADVERTISING first & last touch
  • 35. • what is display? where do you see it? • who offers display? – Direct to network – Ad network – DSP 35 displayadvertising
  • 36. • cpm –cost per thousand (impressions) • cpc –cost per click • cpa –cost per acquisition 36 howdo youpayfor display?
  • 37. • advertisers can work directly with networks – ESPN, FOX, CNN etc.. • advantages: – no mark up by middle man – premium placements and additional ad formats • disadvantages – no real-time bidding (RTB) – limited reach – limited target capabilities 37 direct-to-network display
  • 38. • advertisers can work with networks who partner with multiple web properties • AOL, Quantcast, Specific Media • advantages – wider reach – advanced targeting – account support • disadvantages – limited RTB – limited capabilities of management interface 38 ad networks
  • 39. • DSP’s are changing the way display is bought – real-time bidding (think AdWords for Display) • advantages – advanced targeting – advanced bidding – large reach • disadvantages – minimum budget requirements 39 demand sideplatform (DSPs)
  • 40. • what is a premium placement? • where can these buys occur? – MSN – Yahoo – Youtube – ESPN • what effect do they have? 40 premium placements
  • 41. • how can display help boost video advertising? – companion ads = more real estate – interact with engaged consumers • premium placements 41 display-youtube
  • 42. • How can display help boost video advertising? – Companion ads = more real estate – Interact with engaged consumers • Premium Placements 42 youtubebrand experience
  • 43. • contextual • topic • demographic • behavioral • look-a-like 43 displaytargeting capabilities
  • 44. retargeting • advertise to site visitors who didn’t convert – influence purchase decisions – move customer through the purchase cycle – upsell current customers – grow lifetime value 44
  • 45. retargeting stalk them until they love you 45
  • 46. cheap, effective, creepy 46 basic retargeting platforms
  • 47. 47 pricy, awesome, creepier premium retargeting platforms
  • 48. SOCIAL ADVERTISING influencing friends & reaching demographics
  • 49. 49
  • 50. 50 linkedinads
  • 51. promotedtweets 51
  • 52. OPTIMIZATION make HiPPO’s happy
  • 53. 53 it‘s all about the bottom line
  • 54. • impressions/clicks/ conversions only matter if the program is profitable • business models should affect how you manage sem and display campaigns • advertising efforts should link directly with sales goals it‘s all about the bottom line 54
  • 55. 55 YOU NEED DATA TO MAKE DECISIONS
  • 56. • frequently rotate new ad variations to test: – calls to action – value propositions – phrases • review the metrics – CTR & quality score – cost per click – conversion rate – CPA/ROAS 56 ad text optimization
  • 57. 57 ad extensions
  • 58. • each keyword needs attention • intent: – compare insurance vs. buy insurance – which is better for your business? • match type matters 58 • important metrics – CPC – conversion rate – cost per conversion – top vs. side performance • not all metrics are in AdWords – margin/LTV – attribution keyword optimization
  • 59. • account structure can be influenced by industry – by product – by Theme • provide best experience to searcher – they’re called ad groups for a reason 59 search query text ad landing page accountstructure optimization
  • 60. 21st CENTURYINSURANCE case study
  • 61. • TPG teamed with 21st Century to manage their paid search customer acquisition efforts • goals – increase policy production – streamline and improve conversion process – grow unbranded search volume – decrease cost per quote and cost per policy 61 21st Centurypaid search study
  • 62. • to meet 21st’s goals, TPG: – re-structured account show more relevant ads – added negative keywords to prevent ads from showing against irrelevant search queries – expanded keywords to encompass purchase cycle » Research » Ready to buy – aggressively tested ad copy variations – A/B testing for different landing page variations – utilized ClickEquations bid management platform to assist in bid optimization 62 21st Century– tactics & strategy
  • 63. TPG’s efforts resulted in – over a 500% increase in policy production – over a 250% decrease in cost per policy 63 Jan-10 Feb-10 Mar-10 Apr-10 May-10 Jun-10 Jul-10 Aug-10 Sep-10 Oct-10 Nov-10 Dec-10 CostPerPolicy Policies Policies Cost Per Policy 21st Century-results
  • 64. ONLINE COLLEGE case study
  • 65. 65
  • 66. onlinecollegecase study 66
  • 67. onlinecollegeperception 67
  • 68. profitability,very very good 68
  • 69. big name competitors 69
  • 70. case study– Drexel Online 70
  • 71. • poor industry perception • long decision cycle • increasing competition from generic schools • high margins = high competition • strong regional brand perception, limited national recognition 71 DrexelOnline- hurdles
  • 72. • course, degree & industry specific themes • geo-focused bidding strategy • landing pages with REAL people • nurturing ad copy with value propositions • review & image extensions to reinforce brand • social advertising: reach people before they started looking 72 DrexelOnline- strategies
  • 73. DrexelOnline- tactics 73
  • 74. • SEER client for five seven years • 196% lift in app starts, 10% drop in CPA in an increasingly expensive space DrexelOnline– results 74 2007 2008 2009 2010 2011 App Starts CPA Goal Cost Per App Start
  • 75. time check
  • 76. • take aways – SEM and Display play pivotal roles in the sales process – proper management and set up are key to running a successful campaign – it’s all about the bottom line • how does this fit into next week? – Social helps continue the conversation Let the customer speak Take brand voice out of an advertising context Customers as brand advocates Still advertising  76 pass the ball
  • 77. further reading • google.com/partners • ppchero.com • search engine land/watch • seerinteractive.com/blog • #ppcchat • TPG and SEER are looking for interns! – jfreid@tpgphl.com – aaronl@seerinteractive.com 77
  • 78. questions? internships? aaronl@seerintractive.com jfreid@cmimedia.com
  • 79. FLORIDA BLUE BLUE CROSS BLUE SHIELD social media case study
  • 80. • on April 2nd, Blue Cross Blue Shield of Florida announced a brand transition to ‘Florida Blue’ – TPG was tasked with promoting the brand transition through digital channels. • GOALS: – alert Floridians of the brand transition and inform them of the changes the business was making – increase overall reach of Florida Blue through twitter, facebook and other channels – drive users to content that was ‘shareable’ and would cause users to return frequently. – develop brand advocates and champions FloridaBlue – socialmedia 80
  • 81. • develop content on Florida Blue’s website & blog that is promotion worthy • promote content through social media channels both organically and through paid media 81 FloridaBlue – strategy & tactics
  • 82. • @BCBSFLORIDA Twitter account saw a spike in activity after launch of the brand initiative on 4/2. • account has seen a significant increase in mentions as well as followers, 781 new followers since 3/30! 82 FloridaBlue -twitter results
  • 83. 83 • the most productive tweet since 4/2 was a promoted tweet that was promoted on 4/3. • this tweet reached 12x the normal audience of the twitter account. FloridaBlue -twitter results
  • 84. 84 FloridaBlue -twitter results
  • 85. 85 FloridaBlue -twitter results
  • 86. ModSpace-disaster relief mobile case study
  • 87. hurricanes
  • 88. the other kindof hurricanes @bigalittlea
  • 89. modular buildings
  • 90. hurricane trends
  • 91. …now what?
  • 92. tactics & targets
  • 93. strategy & results • developed contingency plan for 2012 hurricanes • target disaster stricken areas with recovery copy • blanket disaster prone areas with preparation & “preventive” ad copy • targeted hurricanes, floods, earthquakes & fires • generated 117 conversions and 68 phone calls
  • 94. 21st Century Insurance landing page case study
  • 95. • to fully optimize acquisition efforts, 21st’s media landing page needed to be optimized • GOALS: – increase conversion rate of site visitors – decrease drop off of visitors who reach landing page – encourage site visitors to begin the conversion path – current landing page had been used for 3 years and captured all paid media traffic – little or no learnings were available 21st Century: landing page optimization 95
  • 96. • TPG worked with in house creative team to create 5 landing page concepts – A/B testing was launched to determine the best creative format – 2nd phase was launched that focused on multiple variables font, logo position, action, color and cues – utilized Optimost testing software 21st Century: landing page optimization 96
  • 97. • phase I of test: 16.54% increase in click-through rate • phase II of test: 6.46% increase in click-through rate – lead to decrease in cost per policy and a jump in total policy production 21st Century – landingpage results 97
  • 98. • take aways – SEM and Display play pivotal roles in the sales process – proper management and set up are key to running a successful campaign – it’s all about the bottom line • how does this fit into next week? – Social helps continue the conversation Let the customer speak Take brand voice out of an advertising context Customers as brand advocates Still advertising  98 pass the ball
  • 99. further reading • google.com/partners • ppchero.com • search engine land/watch • seerinteractive.com/blog • #ppcchat • TPG and SEER are looking for interns! – jfreid@tpgphl.com – aaronl@seerinteractive.com 99
  • 100. questions? internships? aaronl@seerintractive.com jfreid@cmimedia.com