Multi-channel mix
Inspiration Day
A playful setlist
Channels Display Remarketing Social Search Mail
A playful setlist
Discovery Understanding Desire Action Loyalty
Channels
Content
Display Search Social Retargeting Mail
A playful setlist
Discovery Understanding Desire Action Loyalty
Channels
Content
Conversions
Display Search Social Retarge...
A playful setlist
Discovery Understanding Desire Action Loyalty
Channels
Content
Conversions
Display Search Social Retarge...
A playful setlist
Discovery Understanding Desire Action Loyalty
Channels
Content
Conversions
Display Search Social Retarge...
Mixing different channels
Desktop
Mobile
Mixing different channels
Desktop
Mobile
Mixing different channels > desktop
Discovery
• Search advertising (AdWords product feed, generic search ads)
• Video adve...
Mixing different channels
Desktop
Mobile
Mixing different channels > mobile
Discovery
• Search advertising (AdWords product feed + generic search)
• Video advertis...
DJ at work
School
Bank
Shop
DJ at work
School
Bank
Shop
School > intro
Group of 5 schools located in Switzerland
International multilingual target group
Primary KPI’s:
– CPL: cos...
School > content
Discovery Understanding Desire Action Loyalty
School > content
Discovery
Home
About
HIM
Understanding
Program
details
How to
apply
New
students
Desire
Student
life
Acti...
School > content + channels
Discovery
Home
About
HIM
Understanding
Program
details
How to
apply
New
students
Desire
Studen...
School > content + channels
Discovery
Optimize
content
Understanding
Optimize
content
Desire
Add
content
Action
Add A/B
te...
School > conversions
School > conversions
What if I
don’t know
yet?
Looks like
a required
field
Draws
attention
away from
main goal
No
introduc...
School > conversions
At first: mobile bid adjustment of -100 %
But: gradual deployment of mobile templates per site
Focus ...
DJ at work
School
Bank
Shop
Bank > intro
Bank focused on personal and business savings
Local, bilingual target group
Primary KPI’s:
– CPL: Cost per le...
Bank > content
Discovery
Save &
pay
Invest
Understanding
Document
center
Service
center
Action
Open
account
My
account
Loy...
Bank > content
Discovery Understanding
ActionLoyalty
Bank > content
•Open account
•My account
•News
•Review
•Document
center
•Service center
•Save & pay
•Invest
Discovery Unde...
Bank > content
•Open account
•My account
•News
•Review
•Document
center
•Service center
•Save & pay
•Invest
Discovery
~pag...
Bank > content
Before (macro)converting to a lead
– Main objective = discovery + understanding
Before (macro)converting to...
Bank > content (homepage)
Action 15%
Discovery 30%
Understanding 30%
Action 15%
Loyalty 10%
Bank > content (product page)
Action 15%
Discovery 30%
Understanding 30%
Action 15%
Loyalty 10%
Bank > content (account opening page)
Action 40%
Action 20%
Understanding 40%
Bank > channels + content + conversions
Channels
• Owned media
• Paid media
• Earned media
Content
• Discovery
• Understan...
Bank > channels + content + conversions
Affiliate
Discovery
Macro
Bank > channels + content + conversions
Social
Loyalty
Micro
DJ at work
School
Bank
Shop
Shop > intro
Set of shops with broad range of leisure products
Local, singlelingual target group
Primary KPI’s:
– Revenue
...
Shop > content
Discovery
LOCATOR
pages
Understanding
FAQ
pages
Action
PROMO
pages
Loyalty
BLOG
pages
Shop > content
Discovery
LOCATOR
pages
Understanding
FAQ
pages
Action
PROMO
pages
Loyalty
BLOG
pages
.*(winkels).*
.*(faq)...
Shop > content
Shop > content
Shop > content
Shop > content
Shop > content
Shop > content
Shop > channels
Shop > channels
Shop > channels
Shop > conversions
Shop > conversions
Shop > conversions
Shop > conversions
Shop > conversions
How to score a hit?
Avoid bad content; online advertising always starts with
content (re)structure and/or optimization
Ali...
Multi-channel mix
Multi-channel mix
Multi-channel mix
Multi-channel mix
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Multi-channel mix

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Presentation during Inspiration Days of The Reference.

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  • GA analysis > via channel grouping + content/product grouping + conversion segments
  • Multi-channel mix

    1. 1. Multi-channel mix Inspiration Day
    2. 2. A playful setlist Channels Display Remarketing Social Search Mail
    3. 3. A playful setlist Discovery Understanding Desire Action Loyalty Channels Content Display Search Social Retargeting Mail
    4. 4. A playful setlist Discovery Understanding Desire Action Loyalty Channels Content Conversions Display Search Social Retargeting Mail Subscribe Download Contact Order Submit
    5. 5. A playful setlist Discovery Understanding Desire Action Loyalty Channels Content Conversions Display Search Social Retargeting Mail Subscribe Download Contact Order Submit
    6. 6. A playful setlist Discovery Understanding Desire Action Loyalty Channels Content Conversions Display Search Social Retargeting Mail Subscribe Download Contact Order Submit
    7. 7. Mixing different channels Desktop Mobile
    8. 8. Mixing different channels Desktop Mobile
    9. 9. Mixing different channels > desktop Discovery • Search advertising (AdWords product feed, generic search ads) • Video advertising (YouTube) Understanding • Display advertising (AdWords, RTB, pop-under) • Search advertising (AdWords product listing ads) Desire • Display advertising (image-text combo, email, Facebook, wallpaper) • Affiliate advertising (price compare sites, traffic broker) Action • Search advertising (AdWords brand campaigns) Loyalty • Display advertising (dynamic retargeting) • Affiliate advertising (cashback, vouchers)
    10. 10. Mixing different channels Desktop Mobile
    11. 11. Mixing different channels > mobile Discovery • Search advertising (AdWords product feed + generic search) • Video advertising (YouTube) Understanding • Display advertising (AdWords, RTB) • Search advertising (AdWords product listing ads) Desire • Display advertising (interstitial, email, Facebook) • Affiliate advertising (price compare sites) Action • Search advertising (AdWords brand, click-to-call, click-to- download ads) Loyalty • Affiliate advertising (cashback, vouchers)
    12. 12. DJ at work School Bank Shop
    13. 13. DJ at work School Bank Shop
    14. 14. School > intro Group of 5 schools located in Switzerland International multilingual target group Primary KPI’s: – CPL: cost per lead – CPS: cost per sale Start with content optimization Continue with alignment of content and channels
    15. 15. School > content Discovery Understanding Desire Action Loyalty
    16. 16. School > content Discovery Home About HIM Understanding Program details How to apply New students Desire Student life Action Contact Loyalty Your career News
    17. 17. School > content + channels Discovery Home About HIM Understanding Program details How to apply New students Desire Student life Action Contact Loyalty Your career News AdWords (generic search + display) AdWords (branded search + remarketing) Social
    18. 18. School > content + channels Discovery Optimize content Understanding Optimize content Desire Add content Action Add A/B tests Loyalty Add content AdWords (generic search + display) AdWords (branded search + remarketing) Social
    19. 19. School > conversions
    20. 20. School > conversions What if I don’t know yet? Looks like a required field Draws attention away from main goal No introduction? What happens to my personal information? Which format should I use? I’m requesting a brochure
    21. 21. School > conversions At first: mobile bid adjustment of -100 % But: gradual deployment of mobile templates per site Focus on actionable landing pages (call-me-back form) – Targeted only within specific time frame (9am-5pm) – Targeted only in specific regions & countries
    22. 22. DJ at work School Bank Shop
    23. 23. Bank > intro Bank focused on personal and business savings Local, bilingual target group Primary KPI’s: – CPL: Cost per lead – CPA: Cost per account Start with content (re)structure and continue with conversion model applied to new wireframes
    24. 24. Bank > content Discovery Save & pay Invest Understanding Document center Service center Action Open account My account Loyalty News Reviews
    25. 25. Bank > content Discovery Understanding ActionLoyalty
    26. 26. Bank > content •Open account •My account •News •Review •Document center •Service center •Save & pay •Invest Discovery Understanding ActionLoyalty
    27. 27. Bank > content •Open account •My account •News •Review •Document center •Service center •Save & pay •Invest Discovery ~pageviews Understanding ~downloads Action ~leads Loyalty ~subscriptions
    28. 28. Bank > content Before (macro)converting to a lead – Main objective = discovery + understanding Before (macro)converting to a lead – Main objective = loyalty Objectives can be combined on a page level
    29. 29. Bank > content (homepage) Action 15% Discovery 30% Understanding 30% Action 15% Loyalty 10%
    30. 30. Bank > content (product page) Action 15% Discovery 30% Understanding 30% Action 15% Loyalty 10%
    31. 31. Bank > content (account opening page) Action 40% Action 20% Understanding 40%
    32. 32. Bank > channels + content + conversions Channels • Owned media • Paid media • Earned media Content • Discovery • Understanding • Action • Loyalty Conversion • Micro conversions • Macro conversions
    33. 33. Bank > channels + content + conversions Affiliate Discovery Macro
    34. 34. Bank > channels + content + conversions Social Loyalty Micro
    35. 35. DJ at work School Bank Shop
    36. 36. Shop > intro Set of shops with broad range of leisure products Local, singlelingual target group Primary KPI’s: – Revenue – CPS: Cost per Sale Group content and evaluate channels and conversions per type of content to discover page value
    37. 37. Shop > content Discovery LOCATOR pages Understanding FAQ pages Action PROMO pages Loyalty BLOG pages
    38. 38. Shop > content Discovery LOCATOR pages Understanding FAQ pages Action PROMO pages Loyalty BLOG pages .*(winkels).* .*(faq).* .*(acties).* .*(blog).*
    39. 39. Shop > content
    40. 40. Shop > content
    41. 41. Shop > content
    42. 42. Shop > content
    43. 43. Shop > content
    44. 44. Shop > content
    45. 45. Shop > channels
    46. 46. Shop > channels
    47. 47. Shop > channels
    48. 48. Shop > conversions
    49. 49. Shop > conversions
    50. 50. Shop > conversions
    51. 51. Shop > conversions
    52. 52. Shop > conversions
    53. 53. How to score a hit? Avoid bad content; online advertising always starts with content (re)structure and/or optimization Align channels with types of content and conversions Distinguish between desktop and mobile advertising channels and focus on device-specific conversions Create custom segments or channel and content groups to analyze the ad performance quality categorically
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