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.

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Drexel New Media Marketing - Intro to SEM & Digital Media

  1. 1. online advertising sem/ppc, media buying & social aaron levy justinfried
  2. 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. 3. aaron levy (@bigalittlea ) director of ppc @ SEER 7 years in digital ‘08 villanova grad (marketing & MIS) binge exerciser flannel enthusiast
  4. 4. slideshare.com/bigalittlea
  5. 5. me + pudding @SEERinteractive seer.is/jobbies seer.is/culturevid @SEERinteractive
  6. 6. @SEERinteractive
  7. 7. justin fried(@ justin_freid) university of scranton BS ‘07 philadelphia university MBA ‘10 vp of sem & emerging media CMI Media 7
  8. 8. slideshare.net/justin_freid
  9. 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. 10. @CMI_Media
  11. 11. what is sem? ppc?
  12. 12. onthe serps
  13. 13. inyour pocket
  14. 14. the big3 engines
  15. 15. bing powered other search engines
  16. 16. search partners google powered
  17. 17. amazon/target/wal mart google powered
  18. 18. 18 random other stuff
  19. 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. 20. qualityscore? what’s that??? short answer? no clue 20
  21. 21. qualityscore – longanswer • click through rate • relevance • landing page quality • relative performance • account history • “other relevance factors” 21
  22. 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. 23 buildingcampaigns
  24. 24. 24 phase 1 –set goals
  25. 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. 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. 27 phase 3: craft crafty ad copy
  28. 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. 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. 30. SEM TOOLS making your life easier
  31. 31. • google – keyword planner – trends – instant 31 free tools
  32. 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. 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. 34. DISPLAY ADVERTISING first & last touch
  35. 35. • what is display? where do you see it? • who offers display? – Direct to network – Ad network – DSP 35 displayadvertising
  36. 36. • cpm –cost per thousand (impressions) • cpc –cost per click • cpa –cost per acquisition 36 howdo youpayfor display?
  37. 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. 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. 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. 40. • what is a premium placement? • where can these buys occur? – MSN – Yahoo – Youtube – ESPN • what effect do they have? 40 premium placements
  41. 41. • how can display help boost video advertising? – companion ads = more real estate – interact with engaged consumers • premium placements 41 display-youtube
  42. 42. • How can display help boost video advertising? – Companion ads = more real estate – Interact with engaged consumers • Premium Placements 42 youtubebrand experience
  43. 43. • contextual • topic • demographic • behavioral • look-a-like 43 displaytargeting capabilities
  44. 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. 45. retargeting stalk them until they love you 45
  46. 46. cheap, effective, creepy 46 basic retargeting platforms
  47. 47. 47 pricy, awesome, creepier premium retargeting platforms
  48. 48. SOCIAL ADVERTISING influencing friends & reaching demographics
  49. 49. 49
  50. 50. 50 linkedinads
  51. 51. promotedtweets 51
  52. 52. OPTIMIZATION make HiPPO’s happy
  53. 53. 53 it‘s all about the bottom line
  54. 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. 55 YOU NEED DATA TO MAKE DECISIONS
  56. 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. 57 ad extensions
  58. 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. 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. 60. 21st CENTURYINSURANCE case study
  61. 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. 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. 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. 64. ONLINE COLLEGE case study
  65. 65. 65
  66. 66. onlinecollegecase study 66
  67. 67. onlinecollegeperception 67
  68. 68. profitability,very very good 68
  69. 69. big name competitors 69
  70. 70. case study– Drexel Online 70
  71. 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. 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. 73. DrexelOnline- tactics 73
  74. 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. 75. time check
  76. 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. 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. 78. questions? internships? aaronl@seerintractive.com jfreid@cmimedia.com
  79. 79. FLORIDA BLUE BLUE CROSS BLUE SHIELD social media case study
  80. 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. 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. 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. 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. 84 FloridaBlue -twitter results
  85. 85. 85 FloridaBlue -twitter results
  86. 86. ModSpace-disaster relief mobile case study
  87. 87. hurricanes
  88. 88. the other kindof hurricanes @bigalittlea
  89. 89. modular buildings
  90. 90. hurricane trends
  91. 91. …now what?
  92. 92. tactics & targets
  93. 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. 94. 21st Century Insurance landing page case study
  95. 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. 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. 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. 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. 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. 100. questions? internships? aaronl@seerintractive.com jfreid@cmimedia.com

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