MARKETING MASTER CLASS
Leveraging Digital for Customer
Acquisition and Brand Building
WE ARE LIVING IN THE DIGITAL
AGE
It is not about Digital Marketing anymore…
2
Digital
Community
Building /
Customer
engagement
Information
dissemination
Customer
Acquisition
Consumer
Insights / Market...
Chapter 1: Role of Organic Search in Customer
Acquisition
Chapter 2: Role of Paid Media in Customer
Acquisition
Chapter 3:...
ROLE OF ORGANIC SEARCH IN CUSTOMER
ACQUISITION
Chapter 1
5
GOOGLE
Google’s mission is to organize the world‘s
information and make it universally
accessible and useful.
GOOGLE’S MISSION
*S...
• Originally developed in 1998
• 1000s of top PHDs have since spent 14 years
to hone, refine and firewall
• 500+ updates a...
• The old Googlebot was very simple
• It harvested URLs for indexing if it did
not understand what it was looking at it
wo...
• The dawn of headless browsers…
• How long has Google been doing this?
JUST HOW SMART ARE SEARCH ROBOTS?
*source: www.seo...
• Hummingbird
• Knowledge Graph Expansion
• Penguin 2.1, 2.1 (#1), 2.1 (#2) etc…
• Attribution update
• Farmer (ad to cont...
Whilst addressing the US congress Eric Schmit
(Google CEO) stated that there were 516
algorithmic updates committed live i...
SEO
WHICH SEO SHOULD WE USE?
White
Help Google?
Black
Break Google?
OR
• Links, links, links
• Content, content, content
• Keywords, keywords, keywords
• Cloak, manipulate, deceive
• Oh I forgo...
In short…
no!
DOES IT HAVE A FUTURE?
Complement and help Google to achieve it’s
mission
WHITE SEO
…to organize the world‘s information,
make it universally accessible and
useful.
…so create Information that is:
– Organiz...
INFORMATION
Lets ask Google:
Are these forms of content?
WHAT IS INFORMATION?
• Text
• Visuals
• Sounds
• In code
• Through learning or interaction
If we have to take Google seriously we have to
think...
Content should be the spinal cord
of all our digital endeavors.
OUR BELIEF
THIS IS NOW THE NUMBER ONE FUNDAMENTAL FOR SEO
• Forms of content:
– Text (News, PR, How to guides, Knowledge,
Product info)
– Interactive / UGC (User Generated Content)...
ORGANISED
• Site structure
• Content structure
• Location settings
• Sign posting
HOW DO WE ORGANISE?
• Clear text based navigation
• Logical organised parent/child hierarchical
structure
• Matching URL paths and navigation
...
• Clear addressing:
– XML sitemaps
(news, mobile, video, images, blog etc.)
– HTML sitemaps
– robots.txt
• Content duplica...
• Content must be indexable
• Content should be semantically marked up
– <title>, meta="description", <H1>, alt="",title="...
POSSIBLE SNIPPETS
• Reviews
• Ratings
• Breadcrumbs
• Logo
• Images
• Videos
• Author
• Publisher
• Address
• Phone Number...
• Consolidate local content:
– www.mysite.com/us
– us.mysite.com/
• Inform Google through WMT
• Submit for local search
re...
• If you want to have your content found you need
to sign the way
• Clearly link internally with the context and
signposts...
USEFUL
• Simple, create content that is useful!
• Content is not only text it can be of all types:
– Video, applications, news, r...
• Google is the closest thing to a
mind reader
• It is an intent engine that wants
to deliver the content that best
answer...
• User could be researching to buy a camera
• User may want to know how a camera works
• User may want to know the history...
• A bounce from your content is a
definite sign that your webpage did
not answer the intent of the user
• Bounce rate is t...
• The first 2 seconds that the user sees your
page are the most important. If you do not
engage you lose the user and get ...
Search on “information management”
IBM
CASE STUDY
Page does not
connect with
the visitors
38
• Show the user what he wants and where he
wants it … answer his intent!
• Give a clear signpost of what you want the user...
• LINKS MUST BE USEFUL!
• Good links:
– Should be within context and relevant
– They should lead users to related informat...
• A very good gauge of how useful or not your
content is, is if you are being clicked on or not
• If you’re being shown bu...
• Meta content is key to making your content useful
– <title><title/>
– <meta name="description" content=""/>
• It’s the o...
SOCIAL MEDIA VERY USEFUL
44
How do
Social Signals
fit in?
OF OLD
46
SEO OF OLD
WHERE HAD WE EVOLVED TO…
WHAT
CHANGED?
DOOMSDAY
FOR SEO
THE P-TEAM
The Internet Sheriffs
Penguin Penguin 2.1 Panda
50
DETERMINE
51
Targets:
• Low quality links / Paid links
• Irrelevance
• Over optimised anchor texts
• Automation
THE PENGUIN UPDATES
THE...
The Fix:
• Avoid links from poor
quality resources
• Avoid unnaturally high
frequencies of exact
match anchors
• Use the d...
Targets:
• Thin content
• Content farms
• Content quality
PANDA UPDATE
THE END OF BAD CONTENT
The Fix:
• Create brilliant unique
content that engages and is
above all useful
• Avoid content networks
• No content spin...
DOES SEO
HAVE A
FUTURE?
FOLLOW THE
MISSION
Architecture
Site Structure
Content
Structure
Mark-up
Sitemaps
Content
Unique
Timely
Relevance
Keywords
Credibility
Links
...
DETERMINING
USEFUL?
PageRank
Links EngagementBounce
Rate
Speed
Load
Times
Virality
Social
Signals
DETERMINING USEFUL
WHY SOCIAL?
• Google has been using social media to gauge
how useful content is for a long time
• After all you can’t beat human senti...
• Social interactions such as comments, likes,
shares, tweets, +1s are effectively endorsements
• More so reviews with int...
• SEOmoz investigations found that Google used
to use Twitter and Facebook as a direct
measure of sentiment… Google denied...
The principle is simple - what could be better for
Google than an actual person endorsing
content?
…you own the person!
IN...
WELCOME TO THE WORLD OF GOOGLE+
Twitter and Facebook would not play with
Google
So Google did it alone..
INTEGRATION
• Through Google+ Google will deliver 100
times better results
• If they truly know you, your friends, what you
like, what...
• Simplistically if my friends like it surely I will
like it….
HOW DOES THIS EFFECT PERSONLISED SEARCH?
• If you do not begin to build a sentiment graph
for your content where influencers share and
like your content and link b...
THE DARK SIDE OF
SOCIAL SPAM
Not possible…
• Google controls
– The people
– The content
• They can see
– The intricacies of the connections
– The IPs o...
Not possible…
• Aggressive in built vetting system to detect fraud and delete
fake accounts
BLACK: SOCIAL SPAM?
FACEBOOK
Not possible…
• No followers where is the value?
BLACK: SOCIAL SPAM?
TWITTER
WHAT ARE
SOCIAL SIGNALS
76
Bookmark
Vote
Post
Re-share
CommentReview
Your social
ecosystem
77
DIRECT BENEFIT OF SOCIAL SIGNALS
BRAND VISIBILITY TRAFFIC GENERATION
CONTENT
The viral
connect of
Social Signals
is lik...
78
79
HOW THE RESULTS ARE CHANGING
THE MORE SOCIAL WE GET THE MORE THEY WILL CHANGE
Word
of
Mouth
80
HOW THE RESULTS ARE CHANGING
REVIEWS
81
CORRELATING SEARCH DATA
STUDY BY SEARCH METRICS
CLEAR
INDICATORS
OF INTENT
83
TWITTER + GOOGLE
IT STOPPED JULY 2011
84
SOCIAL SEARCH RESULTS
NO LONGER AVAILABLE BUT…
85
ALTHOUGH NOW REMOVED…
+1 METRICS IN WEBMASTER TOOLS
86
GOOGLE ANALYTICS
SOCIAL INTERACTION TRACKING
G+ AUTHOR INTEGRATION
88
Google
Counter-
Espionage
“
MATT CUTTS SAYS …
HTTPS://WWW.YOUTUBE.COM/WATCH?V=UDQTSM-6QBQ
We Don’t Use Twitter Or
Facebook Social Signals To Rank
Pa...
• Mr. Cutt’s has a known reputation for disclosing half
truths!
• Interestingly, he said nothing about Google+ Social
Sign...
CONTENT MARKETING
A need for a new approach
Homepage
Product
Page
Info Page
Contact
Page
Tell-tale signs:
• Disproportionate number
of links to a single page
• High p...
Homepage
Product
Page
Details
More info
Info Page
Contact
Page
The new approach:
• Create brilliant content
• Market that ...
94
Pandering to the
Panda
“
CONTENT QUALITY
Spend ₹1 Lac. on One Brilliant
Content Piece than spending ₹1
Lac. on a Hundred Content Pieces
that are ...
• Grammar
• Spelling
• Syntax
• Semantics
• Informative
• Relevant
• Engaging
CONTENT QUALITY
Have
Editorial
Quality
Conte...
Pandering to the
Penguin
• If the content that links to you has no links where
is the value?
Ask Yourself:
• Why would someone link to your linking...
5%
10%
75%
10%
Unnatural Link Footprints
Brand keywords
Brand + Exact
Exact Match
Other
LINK RATIO
AVOID HIGH VOLUMES OF E...
IDENTIFYING GOOD LINKS
TELL-TALE SIGNS OF A GOOD LINK
• Has anyone shared it on
social media platforms
• Has anyone linked...
AUTHOR RANK
A brief overview of
AuthorRank + PageRank = Better Rankings
RANKINGS
AUTHORRANK
THE NEW PAGERANK
Avg. PR of
Content
+1s / Shares per
post
Relative
authority on
non-Google
social platforms
Aut...
GOOGLE+ INTEGRATION
Example of a fully integrated
author
UNIVERSALLY ACCESSIBLE
• Universal Accessibility primarily means your
content being accessed by anyone, anyhow,
anywhere
• Google has broadened i...
• So we know that Google is going
universal
• Mobile was the first step on this
ladder
– Android
• TV will be next
• Befor...
• For India especially this is a huge growth area
• Internet enabled handsets for less than
₹4,000/-
• What to do…
MOBILE
• Create organised, useful, accessible information!
• Create sites that function effectively on multiple
platforms
• Organ...
• Design content that is navigable and engages on small screens
• Keep it very light… shy away from heavy images
• Link mo...
• Multi-lingual text has rocketed after the launch of
mobile devices
• Multi-lingual searches bound to boom!
• Huge opport...
• Universally accessible could also be construed to
all things web
• Can you be found universally?
– YouTube
– Facebook
– ...
CONCLUSION
5 Rules for
Bulletproof SEO
RULE NUMBER ONE
1
RULE NUMBER TWO
PROMOTE YOUR
CONTENT! 2
RULE NUMBER THREE
3
RULE NUMBER FOUR
4
RULE NUMBER FIVE
5
Will this make my information organized,
universally available and useful?
If the answer’s yes then we do it!
CONCLUSION
I...
ROLE OF PAID MEDIA IN CUSTOMER
ACQUISITION
Chapter 2
121
HOW DOES SEARCH MARKETING
WORK?
The Auction Principle
122
123
CHOOSE KEYWORDS
Credit cards
Apply for Credit Cards
Credit card companies
HDFC credit cardsPlatinum credit cards
Best ...
124
USER TYPES IN KEYWORD
Keyword
125
SEARCH ENGINE RESULTS PAGE (SERP)
Ad Copy Ad Copy
Campaigns
Ad Groups
Ad Units Keywords
126
ADWORDS STRUCTURE
• At the campaign level you define the following:
– Type
• Content
• Search
• YouTube
– Budgets
– Targeting / Delivery met...
128
AD UNITS
BASIC TEXT UNIT
Title (25 Characters)
Display URL (35 Characters)
Description line 1 (35 Characters)
Descript...
• Ad groups are collections of ad units and in
some cases keywords (Search) that trigger
within the campaign.
• Ad units:
...
Keyword Match Types:
• broad match
• modified +broad +match
• "phrase match"
• [exact match]
Match Modifiers:
• -negatives...
131
TRAFFIC QUALITY VS. VOLUME
High
Low
High
Low
CAMPAIGN AD STRUCTURING
GETTING ORGANISED
Campaign
Ad Groups Keywords
Brand flipkart
Brand + product flipkart books
Core b...
INTENT MAPPING
Awareness
Interest
Desire
Action
ROLE
Branding
ROLE
Acquisition
 online shopping
 gift ideas
 diwali
 c...
134
AD TEXT
Keyword Ad text
Landing
page
Relevancy
Ad copies to match
the user intent and
hence being most
Relevant
Separa...
135
WHERE DO I APPEAR ON THE PAGE
THE AUCTION
QUALITY PAYS
• Google is now the closest thing to the
worlds first mind reader
• It displays content and results in time
with users int...
• When a user searches on Google they put their
exact intent into the search box
• Google serves results that answers that...
• Intent Mapping must be upheld through the
entire path to conversion
• This is done by at first answering the intent
but ...
140
ZOOMIN EXAMPLE:
INTENT MAPPING
Answering Intent:
“Photo Prints”
Creating new Intent:
“Print photos at affordable price...
SEARCH
INNOVATIONS
141
• The Dropdown Extension allows advertisers to place a button
on their search ads, letting users direct themselves to a mo...
• The communication ad extension allows
AdWords advertisers to collect email leads
directly from Google search.
• Email le...
144
COMMUNICATION EXTENSIONS
AVAILABLE BUTTONS
Get updates
Get alerts
Get offers
Subscribe
Subscribe to
newsletter
• Users can perform an internal site search of the advertiser’s
web site right from the search results.
• After users type...
• Whether you have multiple
storefronts you'd like to
promote locally, or a single
storefront, location extensions
can hel...
• Seller rating extensions make
it easier for potential
customers to identify highly-
rated merchants when they're
searchi...
• Show a link to your mobile or tablet app right
below your ad
APP EXTENSIONS
• Review extensions let customers know that a reputable, third-party source
agrees.
• Adding a quote from a positive revie...
• Show how many Google+ page followers your
business has on your ads.
SOCIAL ANNOTATIONS
• Call extensions help generate calls for your business by
showing a phone number next to your full ad on Google
search.
•...
• They give users more options, and deliver advertisers
more clicks.
• On average, the click through rate is 30% higher fo...
• Select an existing YouTube video to
serve with your customer’s search ad
when relevant. A video thumbnail will
serve wit...
IPROSPECT C2 PROPRIETARY TECH
Search Innovations
• Dynamic optimisation of the landing page’s core
SEO elements to carry the exact keyword
searched for
• Can be masked or ...
• Dynamic scripting that will dynamically write
ads based on search query and client data /
API feeds
• Examples of produc...
• Dynamic ads that count down and then switch off when the offer is
closed.
Example creative:
• 5 days left until the laun...
GDN
Google Display Network
158
159
The GDN reaches
over 90% of all
internet users! Nielson 2012
DISPLAY CONTEXTUAL TARGETING
HINDUSTANTIMES.COM
Ads Appear Relating to The
Content of The Page
TEXT CONTEXTUAL TARGETING
GMAIL
Targeting Option How it works
Contextual (Automatic Placements) Google evaluates all the keywords in a Display ad group an...
• Targeting full screen
adverts that trigger
based upon the emails a
consumer has.
AMEX Example:
Anyone with an email from...
YOUTUBE
164
54,025,000
Watched an online video on their PC’s
74%
Of internet users in
Indian Visited an
Entertainment Site
31.5
Millio...
YOUTUBE
THE NO.1 ONLINE VIDEO SITE IN INDIA
166
167
YOUTUBE
YOUTUBE REPLACED NICHE & ENGLISH TV BUYS IN 2013!
168
YOUTUBE
MOST TIME SPENT AMONG NICHE CHANNELS
SEC AB 25-44 Males spend more time on YouTube than ANY other Niche Channel
Male
63%
Female
37%
Demographics
169
YOUTUBE
DEMOGRAPHIC USER BASE
Age
80% audience in
the age group
15-34
YOUTUBE
AD UNITS
170
171
YOUTUBE
MASTHEAD
Standard
Expandable
Mast Head
172
YOUTUBE
CLEAR SHOWCASED THEIR TVC ON THE YOUTUBE MASTHEAD
Reaching 2.5 million users in 1 day
173
YOUTUBE
TRUEVIEW
Only pay for Ads that are watched!
174
YOUTUBE
FIRST WATCH PLACEMENTS
YOUTUBE
AD VARIANTS
Display Text Ad
Here
YOUTUBE
ADS ON KEYWORD RELATED SEARCH
Place Text Ads on Videos
YOUTUBE
ADS IN RELEVANT VIDEOS
178
YOUTUBE
PREMIUM LONG FORM CONTENT
IIFA
Box Office
India v WI
IPL
Royal Wedding
Budget
179
MOBILE
ADVERTISING OPPORTUNITIES
Mobile Roadblock In Search Ads In Stream Brand Page
AUTOMATION
Where do I start?
180
DIGITAL BARRIERS TO ENTRY
181
A MASSIVE SHIFT IN ENGAGEMENT
182
GLOBAL DIGITAL AD SPEND
183
Ad Serving
Bid Management
Campaign Automation
184
TECHNOLOGY
A BRIEF HISTORY OF TIME
Automated rules and
portfolio bid
management
Dynamic keyword and
copy creation
Cross-Channel
Integration and
Attribution
F...
186
SINGLE MANAGEMENT PLATFORM
MARIN SOFTWARE
187
MARIN SOFTWARE
REVENUE ACQUISITION MANAGEMENT PLATFORM
BID OPTIMIZATION
Bid Optimization Campaign Management-Driven ROI
188
189
TODAY’S BID SOLUTIONS ARE INCOMPLETE
RULES OR PORTFOLIO? WHY NOT BOTH?
Rules
Based
Portfolio
Based
Long “Learning”
Per...
190
OPTIMIZE BASED ON USER-DEFINED GOALS
191
MARIN MODELS COST AND VOLUME
Marin Forecasting allows
marketers to understand
tradeoffs between volume,
cost, and prof...
192
PORTFOLIO MANAGEMENT
THE LONG TAIL
Advertise Your Entire Catalog
• Automatically create campaigns, groups,
keywords, and creative
Leverage Multiple Data Sour...
DYNAMIC CAMPAIGN OFFERINGS
194
• Save time reporting across channels with a unified dashboard
• Improve financial performance with accurate attribution a...
• Efficient Campaign Creation
• Effortlessly create hundreds of ads and
manage targeting settings across ads in
bulk
• Imp...
• Save time with efficient
reporting and
management
– Promoted Video Ads
– InVideo Static Images
– Banner Ads
– InVideo Te...
• Used to manage and report on all
digital endeavors
• Bid optimization maximizes revenue
and profit
• Expertise is the ke...
RE-MARKETING
The principle of:
199
• Traditional Re-targeting
• Google Search Re-targeting
• 3rd Party Search Re-targeting
RE-MARKETING / TARGETING
200
TRADITIONAL RE-TARGETING
201
202
TRADITIONAL RE-TARGETING
USER VISITS THE PAGE BUT DOES NOT TAKE A LEAD
ADS DISPLAYED TO YOUR AUDIENCE
203
GOOGLE SEARCH RE-TARGETING
204
205
GOOGLE SEARCH RE-TARGETING
USER VISITS THE PAGE BUT DOES NOT TAKE A LEAD
GOOGLE SEARCH RE-TARGETING
206
• Place re-marketing codes and set up audience
rules on any pages on your website
• Serve search ad copy even more targete...
208
THIRD PARTY SEARCH RE-TARGETING
USER SEARCHES ON A KEYWORD
209
ADS DISPLAYED TO YOUR AUDIENCE
ACROSS THE DISPLAY NETWORK
WORKFLOW:
210
3RD PARTY SEARCH RE-TARGETING
SUMMARY
Choose Keywords
Pick creative for each
keyword
Specified Ad displayed
...
• A combination of traditional, Google Search re-
targeting and third party re-targeting should be used to
maximize value ...
PROGRAMMATIC BUYING
212
PROGRAMMATIC BUYING
FORECASTED GROWTH
19% of digital media in the US to be bought
through RTB in 2013 – 25% by 2015
US$450...
DIGITAL MEDIA BUYING LANDSCAPE IS CHANGING
TRADITIONAL WAY:
Using web sites as a proxy
for users
NEW WAY:
Reaching the des...
A shift from buying “Adspace” to
buying “audience profiles”
FUNDAMENTALLY….
PROGRAMMATIC BUYING
THERE IS A WHOLE NEW SET OF JARGON
ADX
Ad Exchange
Technology platform that facilitates
the buying and...
KEY CONSIDERATION
#1: CREATING BESPOKE AUDIENCES
Publishers
Sell Side
Platforms
AdExchange Networks
Private Market
Place
A...
FROM CLIENT DATA
www.Client.com
*Floodlight
Container Tag
Segmentation Pixel
Modelling Pixel
Search Data
3rd Party Data
Ke...
• Trading Desks use multiple different pieces of
technology:
– Demand Side Platform (DSP)
– Ad Serving & Tracking tool
– D...
Verification / Privacy Data
InventoryTechnology
SAMPLE TECH STACK PARTNERS
Campaign
Management
Inventory
Management
Brand ...
KEY CONSIDERATION
#3: BRAND SAFETY
Brand Safety
• Targeting viewable impressions
• Content Categorization
• ReduceWastage
...
• Programmatic Buying is the future – it cannot be ignored
and will drive better ROI from digital campaigns
• There are ke...
EVOLUTION OF SOCIAL
ADVERTISING
223
224
FACEBOOK
225
US FACEBOOK AD REVENUE
226
FACEBOOK Q4 2012
MADE $168M FROM ADS IN ASIA
227
YOUR CUSTOMERS ARE ON FACEBOOK
FACEBOOK INDIA (2013)
DEMOGRAPHICS
FACEBOOK INDIA
USAGE
FACEBOOK INDIA
230
It’s all about execution. Our
Facebook ads are effective
when strategically combined
with engaging content &
innovatio...
ENGAGE
• Pages allow you to share
content that would interest
you target audience
• Like Ads are the quickest
way to acqui...
Newsfeed
Tickr
Newsfeed constantly updates you with the list of stories
from people and Pages that you follow on Facebook....
COVER PHOTO
This is of prime significance since this is the first thing seen on the timeline.
Brands can use it to their b...
• Calculated through the EdgeRank
Checker
• Measures the average impact of
EdgeRank on a Brand
• EdgeRank Scores are deter...
TAB
Option of having up to 12
tabs of which 10 can be
customized
The new tabs give the brand a
bigger frame to show creati...
PUBLISHING
Targeting Posts Scheduling Posts
Offers, events & milestone
REACHING THE RIGHT AUDIENCE
Facebook ads make it very convenient for the brands to reach the
target audience & get the mes...
• There are 4 main steps to create your advert:
 Identify your goals
 Define who you want to reach with your advert
 Cr...
FACEBOOK AD INTERFACE
CREATING AN ADVERT
HOW TO CREATE A FACEBOOK AD
Option to select the
kind of ad you want
to create
The ad copy & the
previe...
CREATING AN ADVERT
TARGETING TO REACH THE RIGHT PEOPLE
VIRAL ADS
TARGET FRIENDS OF FANS
• Facebook Sponsored
stories are ads
shown to people
whose friends
already like the page
• These ads are more
expensive bu...
FACEBOOK ADS REACH & RESPONSE
Targeted: Number of users an advert can
reach
Reach: Number of Facebook users who saw
your a...
MEASUREMENT
TRACKING THE EFFECTIVENESS OF THE EFFORTS
Number of unique people who
have created any content on the
page, Th...
FACEBOOK AD FORMATS
FACEBOOK
ADVERTISING THROUGH FACEBOOK
Custom Audiences
• Target audiences based on likes,
demographics and psychographics
Facebook Exchange
• Feed custom audien...
• 25 character headline
• 90 character description
• 100x72 pixel image
• Targeting based on demographics
249
FACEBOOK AD ...
• Advertisers pay to highlight
updates on their brand
• Bought on a CPC basis
• Works well on both a fan
acquisition and s...
251
Marketing on Facebook
influences consumer behavior
and leads to increased
purchases for the brands that
leverage the s...
• A three-week Facebook ad campaign for the
Galaxy S3 smartphone:
– Reached over 105 million unique users
– Generated $129...
253
TWITTER
TWITTER
ADVERTISING OPTIONS
TWITTER
PROMOTED ACCOUNTS
TWITTER
PROMOTED TRENDS
TWITTER
PROMOTED TWEETS
258
TARGETING OPTIONS
TWITTER INDIA
• Promoted Tweets in Search – Target users that
type in specific keywords
• Promoted Tweets in Timelines – Target existing...
• Visible to all users
• Time, context, event sensitive promoted by advertisers
• Current cost for 1 day is $200,000
260
P...
• One day flash sale exclusively on Twitter using
promoted trends and promoted tweets
– Raised maximum $50k dollars for ch...
• Facebook and Twitter currently lead the way
in terms of ad revenues for social media
globally and in India
• Twitter rem...
MOBILE
The dawn of…
263
THERE ARE MORE THAN 90 MILLION
SMARTPHONE INTERNET USERS
IN INDIA
Mobile has a
97% Reach in
India
265
INDIA'S MOBILE INTERNET:
THE REVOLUTION HAS BEGUN
29
67
116
171
382
2012 2013 2014 2015 2016
Number of Smartphone user...
266
MOBILE STILL LAGS BEHIND ON CONVERSIONS
POOR INTERNET CONNECTIVITY, BUT PHENOMENAL MOBILE
GROWTH
Source: Mary Meekers ...
DIGITAL COMMERCE INDUSTRY IS EXPECTED TO
REACH INR 62,967 CRORES BY END OF
DECEMBER 13 ($9.7 BILLION)
Digital Industry
is ...
268
THE INDIA STORY
269
YOUR CONSUMER IS SEARCHING FOR YOU
% OF MOBILE QUERIES BY VERTICAL
270
INDIA MOBILE OPPORTUNITY
AUDIENCE SEGMENTATION
12%
54%
21%
8%
5%
under 20
20-24
25-29
30-34
over 35
271
MOBILE INTERNET USER BY AGE
83% OF INDIAN MOBILE INTERNET USERS A...
3%
3%
5%
8%
9%
12%
14%
32%
51%
55%
Dating/Matrimony
Academic
E-Books
Other
Gaming
Blogs
Net Banking
Social Networking
News...
273
MOBILE IS LOCAL COMPANION
INDIANS RELY ON MOBILE TO SEARCH FOR LOCAL
INFORMATION
274
TARGETING OPTIONS
275
MOBILE – SEARCH, DISPLAY & YOUTUBE
Display
Rich Media
Display
YouTube Search
Ad Networks
•On Deck -
Operators
•Off Deck –
Komli, Vserve,
Inmobi, Vdopia,
Zenga etc
Targeting
•Handset/Model
•Telco/Oper...
277
AD FORMATS
360 view Lead Form
Video
Interactive Mobile Advertising increases engagement and leads
HTML5
278
IN APP & EXPANDABLE ADS
User Dials Toll
Free/Regular
Number
Selects Language
(English/Hindi/Tamil,
Marathi)
Menu
•About Company
•Products
•Offers
...
280
MISSED CALL
User gets an auto reply SMS Eg. Dear
User, Thank You for giving missed call.
You will now receive updates ...
Connectivity
Short Code
Long Code
Database Push
Own
Acquired
Targeting
A/S/L
Income Bracket
Pay per Lead
Types of Ads
Dire...
282
360° CAMPAIGNS
283
CASE EXAMPLES
SOURCE: INMOBI
284
CASE EXAMPLES
SOURCE: INMOBI
285
CASE EXAMPLES
SOURCE: INMOBI
286
CASE EXAMPLES
SOURCE: INMOBI
BRAND BUILDING THROUGH DIGITAL
Session 3
Persistent question
for 15 years !
5 years back – NO
Today – Resounding
YES !
What changed ?
Adwords – sort of birth
of Digital Advertising
• Remove Flaws of conventional advertising
 Measurement
 Inability to Target Intent
 Rate Card Based Pricing
• Solution...
1. Reach?
2. Frequency?
3. Duration of Ad Unit Exposure?
Five years back Digital was not engineered to
deliver the above b...
• Reach = 120 + Million internet users, 800
million mobile subscribers
• Frequency = technologies such as
remarketing, soc...
The need for a new
approach ?
• Maximise Efficiency rather than
minimise waste
• Ability to reach Niche Audiences
• Pricing is auction based
• Ability o...
Content can influence
the price of advertising
KEY DIFFERENCE
Tenets of the
approach
END OF SEC A, B – IDENTIFY
PRECISE TG FOR YOUR BRAND /
PRODUCTS
Tenets of the approach
WHY SEC IS IRRELEVANT?
Loop Mobile Users - example
Mumbai Entertainment professionals
College Students
People with 2nd hom...
• How to for latest mobile OS – Example
• How to for learning social media from user point of
view
• Jokes on Friends
• Jo...
MINIMAL ADVERTISING IN THE AD UNIT –
CREATIVE BASED ON INTENT AND
CONTENT
Tenets of the Approach
• AD unit to focus as a hook
• Drive traffic to content on destination
platforms
• Communicate benefits of the services on...
CONTENT AS THE SPINAL CORD OF
THE APPROACH
Tenets of the Approach
• UGC, Video, SM Apps,
Mobile Apps
• Content Creation based
on Analytics and Trends
• Organic and Media Cost
Benefit of Co...
WEB PRESENCE INSTEAD OF WEBSITE
Tenets of the Approach
DISTRIBUTE CONTENT THROUGH THE WEB
MEASUREMENT OF THE ENTIRE AIDA
CYCLE
Tenets of the Approach
Action
Desire
Interest
Awareness
INVEST 30 % OF THE BUDGET INTO
NON PAID MEDIA ENDEAVORS
Tenets of the Approach
30%
• One needs to create Content for hundreds of Target Audiences
• Customized Creative based on the Audience and Intent
• Co...
• Awareness - Impressions / Video Views / Pages views / Time Spent on Web
Presence
• Interest - Quote generated, Prices Co...
• Niche TG – thus min wastage
• Increase impression share from audiences that
deliver maximum ROI
• Relevant Creative redu...
EXAMPLE - DSPBLACKROCK
HTTP://WWW.YOUTUBE.COM/WATCH?V=ENOQPOWBUPY
• The approach requires a lot more effort, but
will deliver tremendous value
314
WHAT WE HOPED TO ACHIEVE
• Psychographic – Long Distance Running
• Content – How to Run
• Branding – Your Partner for the Longer Run
• Distribution...
Thank you
Vivek Bhargava
Managing Director
iProspect Communicate 2
@vivekbhargava
vivek.bhargava@iprospectc2.com
Benedict ...
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  • The auction model is defined in such a way that quality score is benchmarked against the quality score of your competitors. In theory, as in the example above the advertiser in position can be paying significantly less than advertisers in lower positions due to a far higher quality score.
  • Ads are displayed based on content on the page
  • Yet despite all of this spending, advertisers still struggle: challenges of complexity, fragmentation and scaleMany advertisers are mired in the complexity of managing media in spreadsheets. Even for those that do this successfully, keeping up with new media formats and targeting options is a constant challenge. This complexity, and the associated time spent managing it, can stifle innovation.Despite the inherent measurability of online media, many advertisers are still flying blind. While it may be easy to tie a keyword or ad unit to a revenue amount, advertisers struggle to aggregate these metrics up to meaningful insight into performance by brand, product line, geography, or business unit.Optimizing performance requires more than human inputs. To truly break out from the competition requires algorithms that can predict bids across millions of keywords or recommend changes that will impact revenues.
  • Advertising is undergoing a massive disruption, as consumers shift their media time away from traditional channels such as television, print, and radio, and towards emerging digital channels such as search, display, social, and mobile.
  • This shift is fueling a fast moving advertising battlefield, with marketers allocating ever increasing budgets towards search, display, social, and mobile channels. More importantly, these channels are different from traditional media because the media is bought at auction, and in real-time. Grows 20% YoY and is global – powered by the audience shift from offline to online and the desire of marketers to reach these online audiences
  • Daunting complexity that faces today’s marketerSource: JP Morgan Nothing But Net January 2011 and Marin estimates and eMarketer July 2010$64BN market as of 2010 growing by 20% YoY – practically doubles by 2014Land grab mode at this time, especially with the large agency holding companies15,000 search advertisers worldwide spending on average $100K / month.Marin’s market share is less than 10% based on spend and count.50,000 spending on average $25K / month (Marin Pro target market)Monthly subscription generally priced as % of media spend:Average of 1.6% of spend as of November 2011; projected at 2.0%+ (Pricing power, Facebook, other modules, renewals, and Marin Pro)
  • Marin offers a complete platform for revenue acquisition management, incorporating the workflow, analytics, and optimization tools necessary to enable marketers to save time, make better decisions, and improve financial results.Turning advertising data into actionable business information, enabling closed-loop marketing
  • In our experience, improvements in campaign optimization can deliver returns greater than or equal to improvements from bid optimization. Mathematically speaking this is true, since a 20% improvement in quality score has the same impact as a 20% increase in your bids.Marin uniquely provides a best practice methodology for optimization beyond the bid, allowing you to create campaign driven ROI. Our methodology encompasses the 5 critical optimizations for search marketers:Query Optimization: Increasing query coverage so more people find your ads when searching.Match Type Optimization: Reducing unwanted click and costs through using phrase and exact match, and applying negatives to your campaigns.Ad Optimization: Improving the relevance of your ads to user queries so you can improve quality scores, increase position, and reduce costs.Creative Optimization: Testing and optimizing across multiple creative versions so you can maximize conversions.Landing Page Optimization: Marking sure you have selected the right landing page to drive downstream conversion.These embedded best practices allow you to drive higher revenues and lower costs from search, and more importantly they allow you to do it a scalable and efficient way, reducing your time to value.EXAMPLE: For example, we had a client who used Marin’s keyword research tools to focus on match type optimization. Through the tool they were able to look at the raw search queries that users clicked through on for several of their broad match terms. By using these raw queries to shift keywords from broad match to exact match, as well as adding negatives for irrelevant queries, they were able to reduce wasted clicks and save $100,000 annually.EXAMPLE: In another example, we had a client focus closely on creative optimization. By experimenting with Dynamic Keyword Insertion on a couple of ad groups, they were able to run a test and quantify the results. From their tests, they saw that DKI delivered a increase in CTR of 2-3x. They estimated that rolling this change out across campaigns would result in a $500,000 annual increase in revenues. Based on that ROI calculation alone, they were able to justify a project focused purely on rolling out creative changes to capture these benefits.
  • Typically search marketers have been forced to choose between rules based and portfolio based solutions, each with their own strengths and drawbacks. Rules based solutions provide users with some level of control, and are useful for bidding brand terms to position. However, they are often difficult to configure, suffer from long burn in times, and struggle to accurately bid the long tail due to sparse data. Portfolio based solutions attempt to apply sophisticated mathematical models to increase optimization, but these models typically require long learning periods before bidding is accurate and their black box nature makes it difficult for marketers to manage change in their business. In both cases, these solutions run into a common set of challenges. Integrating data from multiple conversion events or offline data is not always supported, managing seasonality is outside of common rule sets or performance goals is problematic, and neither type of solution delivers true transparency into what resulting bids will be and why.
  • Marin Bidding allows users to maximize a given KPI such as clicks or conversions, while constraining under targets such as cost-per-lead or budget. Computationally, calculating tradeoffs across millions or even thousands ad units is a challenge to complete in a timely manner. To solve the optimization problem at scale, the Marin Bidding algorithm borrows mathematical techniques from convex optimization to reduce complexity and ensure bids can be calculated within a reasonable amount of time.
  • Using a graphical interface, Marin Bidding allows users to forecast the outcomes that result from varying targets, allowing marketers to understandtradeoffs between volume, cost, and profit.To forecast performance, the Marin Bidding algorithm employs a variety of mathematical techniques to model the auction landscape. Expected pricesand volumes are calculated using the historical position, click, bid, and cost per click data for each ad unit. The Marin Bidding algorithm then appliesa nonlinear regression to a logistic function, leveraging information from similar keywords when there is limited data available, in order to build aforecast of outcomes.
  • A central challenge to bid management is calculating bids for keywords with little or no clicks. This includes new campaigns as well as “long-tail.”For ad units with sufficient historical data, bids are calculated based on performance. Marin’s own Progressive Look-back technique weights recentdata more heavily in bid calculations. This technique examines recent performance data first for statistically significant results, and then extends thelook-back period to include progressively longer periods of time until statistical significance is achieved.For ad units with little or no historical data, Marin calculates bids using a patented technique that leverages data from similar keywords and BayesianEstimation to accurately predict conversion rates and revenue per conversion. This combination of techniques incorporates recent information into bid calculations quickly, ensuring a high degree of responsiveness in seasonal or volatileauctions. It also enables Marin Bidding to start bidding on new keywords immediately, without an expensive “learning-period.”
  • Retailers with large sku sets face unique challenges advertising their entire inventory online. Marin makes it easy for retailers to automate the process of publishing and managing large product catalogs within paid search programs. The Marin solution can import data from a variety of different sources and generate campaigns, groups, keywords, and creative based on a user defined rule set. Product attributes can be inserted into creative, so your ad copy will be automatically updated with the latest price or product information. Most importantly, the solution enables deep linking into product pages to increase ad relevance, quality, and conversion. The solution also fully accounts for inventory, allowing marketers to pause keywords when items run out of stock.
  • Challenge: Advertiser often have to access multiple different systems and stitch together data in Excel for a complete view of online marketing performanceIn the demo: Channels tab shows universal Channels data. This data is at the Account level and can be populated by Marin tracker and/or via an FTP file upload. Demonstrate this when a prospect manages advertising beyond search.Key Points:Marin is the central hub for managing and reporting on online advertising performanceManage budgeting from a single dashboardAdd an unlimited number of channels for reportingUpload publisher accounts structure, cost data for complete ROI analysisAttribute conversion credit across channels using custom attribution scheme
  • Marin provides a full featured offering for management of Youtube ads that are addressable through the Adwords API. This includes promoted video ads (top and right rail); invideo images and text ads, and banner ads. For non API addressable inventory such as home page buy-outs, we can direct customers to Marin Universal Channels.
  • The programmatic buying landscape may be in it’s very early stages in India and the rest APAC but it is seen tremendous growth in other markets.In 2012 13% of all digital display media in the US was bought through PB.eMarketer forecasts that number to go to 19% this year and to 25% in 2015. This is not something that can be ignored.The growth rate is not as fast in APAC but it does highlight a trend that clients and indeed agencies can prepare for now to future proof their business.
  • At the moment the way we buy digital media is based around using websites as a proxy for reaching an audience – we want to reach Men 18 – 45 so we buy cricket websites, we want to reach people who want to buy a car so we buy car sites.We buy these sites in advance and buy a fixed number of impressions for a fixed CPM – that’s broadly how it works today.With PB we turn the process on it’s head and shift our attention to the audience we’re looking to reach and not any one type of website.Indeed we’re happy to reach that audience wherever we they are online.Fundamentally PB is all about: Developing audience segments That we reach across the internet Using advanced technology And in Real TimeReal Time Bidding is a key function of PB – if you cannot buy inventory in Real Time then it’s not PB.I’ve used a lot of jargon so far so let’s take a moment to explain some of the key terms used in PB.
  • The whole area of Programmatic Buying is relatively new – as with anything new there is a whole new language that has to be learned.It’s possible to get lost in the jargon but in essence these are six key areas to focus on.Let’s have a look at each one.I will illustrate shortly how they all fit together – but already you’re seeing that are a couple of key considerations we must take into account when working in this space – let’s investigate the top 3.
  • First up is the concept of creating Audience Profiles.There are a couple of key things to take out from this slide – AMNET is the Aegis Media Trading Desk – our PB solution – and you can see that it sits in the middle connecting our clients to multiple different sources of inventory be they direct to publishers / PMP’s, SSP’s, Ad Exchanges or Ad Network.The second thing to remember is that we’re looking to reach the absolute tightest definition of our target audience so when it comes to defining audience profiles we can be and indeed have to be more detailed than before.In this example we’re looking at an FMCG client who has range of female and male products – normally the target audience would be broadly based on demographics say Women 25-49 with a certain income.But with PB, we’re able to use data to get a much tighter definition of our audience – so it could be Women interested in Facial care products or make up users – the product we’re selling becomes a key part of our targeting criteria.How do we do that – we use multiple sources of data.
  • There are 3 main sources of data that we can leverage with for our clients.1st Party data is the data a client can get by tagging their website – it’s the easiest, cheapest and arguably the most useful data that we can get.Simply put, using 1st party data we can build cookie pools of people who have visited a client website – we can feed these profiles into our DSP and look to target cookies with similar profiles – this is often referred to as “Look – a – like” targeting or Audience Extension Targeting.What is hugely important is that the client’s website is tagged as quickly as possible and not just when the campaign begins – the goal being that we build a cookie pool as early as possible so that the pool is as big as possible – we would recommend tagging the site at least one month before the campaign begins.Let’s look at 3rd Party data next – this is the data that we capture from any digital media activity that we run – this includes search and any digital display.Again this requires tagging code to be placed on the client website – this code works in tandem with the 1st Party code so that there is no duplication.This type of data is particularly useful for behavioral targeting and retargeting or remarketing as we can see what a user has done after being exposed to one of our ads and from that change the next ad that we show them.Again this is very easy and cost effective data to obtain.2nd party data is harder to come by – it is data that we buy from data providers and is in essence very similar to buying email lists except in this case we’re buying cookie profiles. This data does cost more than 1st or 3rd party data but can be filtered to an exact audience so using 2nd party should make campaigns more efficient. Cost for second party data ranges but adds maybe US$0.10 to US$0.25 cents to the CPM we buy media for.In Asia we are not seeing a huge amount of 2nd party data available to buy but as this area grows in importance that will change.And we can combine these data sets to make campaigns even more targeted – of key importance then is making sure we have a Data Management Platform in place to store and use this data.
  • We’ve talked a lot about technology and it is a key component to PB.There are multiple different systems that need to work together and these are what is known as a Technology Stack.Tech Stacks can vary in complexity but each will have one of the following:A DSP – to connect with the different inventory sources and buy in real timeAn Adserver – to serve the ads to the different sitesA data centre – to manage and store all the different data types we have Verification software – to make sure the ads appear where we want them to – more on this shortlyAnd a reporting engine for data visualization and optimization.There are many different providers for each of these and indeed some companies like Google that provide an end to end solution that covers all areas.What is important is to test different partners a develop a tech stack that works for you – one key point to note though is that while you may have multiple DSP partners you would only use one of them on any particular campaign to insure against bidding against yourself and in doing so pushing up your own prices.
  • Here is a sample of the different partners that can make up a Tech Stack – not all of these have a presence in APAC as yet but as I said as the market grows so we will see more and more of these vendors enter the market.As I mentioned data is a very important part of PB – we also see Verification and Brand Safety as a often overlooked area but still very important and that is our 3rd key consideration.
  • Some clients will be familiar with the term “Blind Buy” this was the whole basis of performance display campaigns for a long time: the price of inventory or clicks was cheap because as agencies and advertisers we had no control over where our ads were placed.Of course that left us open to the problem of ads appearing on the wrong sort of content and damaging a brand’s equity – imagine a telco company selling a broadband service appearing on a pirate movie download site – or an FMCG client appearing on a Gambling site.This use to happen because at some point in the process a human had to get involved in categorizing each website – so the pirate movie site was put into the Entertainment category and the Gambling site was seen to be a Lifestyle site.Now with Brand Safety and Verification software we have technology that scans every website and makes sure the content is appropriate.And for appropriate we don’t just mean not adult or gambling but imagine an airline ad appearing on a news article about a plane crash – we can make sure this doesn’t happen as well.One additional element is the concept of viewable impressions – what we mean is digital ads that a user can see without having to scroll down the page – the whole being to decrease wastage and make campaigns more efficient as we’re buying less impressions to deliver on our goals.Again Verification software vendors are slowly entering the market but we see this as an area that will accelerate quickly given the importance that clients and agencies place on brand safety.
  • So to summarize
  • Nasscom marketing rr

    1. 1. MARKETING MASTER CLASS Leveraging Digital for Customer Acquisition and Brand Building
    2. 2. WE ARE LIVING IN THE DIGITAL AGE It is not about Digital Marketing anymore… 2
    3. 3. Digital Community Building / Customer engagement Information dissemination Customer Acquisition Consumer Insights / Market trends and product development Brand Building Online reputation management and PR 3 THE DIGITAL LANDSCAPE
    4. 4. Chapter 1: Role of Organic Search in Customer Acquisition Chapter 2: Role of Paid Media in Customer Acquisition Chapter 3: Brand Building 4 AGENDA TODAYS CONTENT IN BRIEF
    5. 5. ROLE OF ORGANIC SEARCH IN CUSTOMER ACQUISITION Chapter 1 5
    6. 6. GOOGLE
    7. 7. Google’s mission is to organize the world‘s information and make it universally accessible and useful. GOOGLE’S MISSION *Source: www.google.com/about/corporate/company/
    8. 8. • Originally developed in 1998 • 1000s of top PHDs have since spent 14 years to hone, refine and firewall • 500+ updates a year • Do you think we have intelligence to crack it? GOOGLE
    9. 9. • The old Googlebot was very simple • It harvested URLs for indexing if it did not understand what it was looking at it would give up and go home • Hence Flash/Javascripts, non w3c standard code would cause a whole host of problems • Things have changed…. GOOGLEBOT
    10. 10. • The dawn of headless browsers… • How long has Google been doing this? JUST HOW SMART ARE SEARCH ROBOTS? *source: www.seomoz.org/blog/just-how-smart-are-search-robots
    11. 11. • Hummingbird • Knowledge Graph Expansion • Penguin 2.1, 2.1 (#1), 2.1 (#2) etc… • Attribution update • Farmer (ad to content ratios) • Schema.org • rel="next" rel="previous" • Pagination Elements • Panda 2.0, 2.1, 2.2…. 3.1 etc… • EMD • Expanded sitelinks • Freshness Update • Just launched… Dec 10 pack – Park domains, content ownership & scraper sites, rare words, fresher results, tablet tweaks SOME OF 2011-2014 BIG UPDATES
    12. 12. Whilst addressing the US congress Eric Schmit (Google CEO) stated that there were 516 algorithmic updates committed live in 2010, what was really scary is that he also said that they tested 13,000 Does SEO as we know it have a future? ERIC SCHMIDT
    13. 13. SEO
    14. 14. WHICH SEO SHOULD WE USE? White Help Google? Black Break Google? OR
    15. 15. • Links, links, links • Content, content, content • Keywords, keywords, keywords • Cloak, manipulate, deceive • Oh I forgot to say… • Links, links, links BLACK: BREAK GOOGLE BLACK HAT SEO…
    16. 16. In short… no! DOES IT HAVE A FUTURE?
    17. 17. Complement and help Google to achieve it’s mission WHITE SEO
    18. 18. …to organize the world‘s information, make it universally accessible and useful. …so create Information that is: – Organized – Universally accessible – Useful simple!  THE MISSION
    19. 19. INFORMATION
    20. 20. Lets ask Google: Are these forms of content? WHAT IS INFORMATION?
    21. 21. • Text • Visuals • Sounds • In code • Through learning or interaction If we have to take Google seriously we have to think of all of these… HOW IS INFORMATION DISSEMINATED?
    22. 22. Content should be the spinal cord of all our digital endeavors. OUR BELIEF THIS IS NOW THE NUMBER ONE FUNDAMENTAL FOR SEO
    23. 23. • Forms of content: – Text (News, PR, How to guides, Knowledge, Product info) – Interactive / UGC (User Generated Content) – Images – Video – Audio / Music / Podcasts – Applications / Widgets / Games CONTENT IS THEREFORE KEY
    24. 24. ORGANISED
    25. 25. • Site structure • Content structure • Location settings • Sign posting HOW DO WE ORGANISE?
    26. 26. • Clear text based navigation • Logical organised parent/child hierarchical structure • Matching URL paths and navigation breadcrumbs Breadcrumb Path: Home > News > 2008 > Article name URL path: mysite.com/news/2008/article-name.html Use Mircoformats to mark up breadcrumb SITE STRUCTURE Parent Child
    27. 27. • Clear addressing: – XML sitemaps (news, mobile, video, images, blog etc.) – HTML sitemaps – robots.txt • Content duplication: – Domain/page canonicalisation (301) – Content canonicalisation (rel="canonical") • Site search functionality • Use Webmaster Tools! • Error handling (4XX/5XX) SITE STRUCTURE
    28. 28. • Content must be indexable • Content should be semantically marked up – <title>, meta="description", <H1>, alt="",title="" • Use microdata, microformats or RDFa: CONTENT STRUCTURE
    29. 29. POSSIBLE SNIPPETS • Reviews • Ratings • Breadcrumbs • Logo • Images • Videos • Author • Publisher • Address • Phone Number • E-mail • Price
    30. 30. • Consolidate local content: – www.mysite.com/us – us.mysite.com/ • Inform Google through WMT • Submit for local search results, Google places LOCATION SETTINGS
    31. 31. • If you want to have your content found you need to sign the way • Clearly link internally with the context and signposts you wish to be found for: – Read More about pizza in Bandra – Read More about pizza in Bandra • Navigational links should follow your content structure as well as carry the context of the content SIGN POSTING
    32. 32. USEFUL
    33. 33. • Simple, create content that is useful! • Content is not only text it can be of all types: – Video, applications, news, reviews, articles, games etc. • So why limit yourself? • If your users find you useful so will Google! HOW TO BE USEFUL?
    34. 34. • Google is the closest thing to a mind reader • It is an intent engine that wants to deliver the content that best answers a users intent • As such you must create content that answers this intent… INTENT MAPPING
    35. 35. • User could be researching to buy a camera • User may want to know how a camera works • User may want to know the history of cameras • User may want to understand the definition • User may want to know what types of cameras there are • Looking for images or even a video • User may want to know if the camera in McDonalds was actually working… Will your content answer all of these intents? Probably not. UNDERSTAND THE INTENT OF THE USER
    36. 36. • A bounce from your content is a definite sign that your webpage did not answer the intent of the user • Bounce rate is therefore a definite sign that Google can use to understand that your content is therefore not usable for the user BOUNCE RATES
    37. 37. • The first 2 seconds that the user sees your page are the most important. If you do not engage you lose the user and get a bounce • Google personalizes results so if you didn’t do a good job the first time you won’t get a second chance! • Web pages therefore must be crafted to be superfast and clearly map a users intent FIRST IMPRESSIONS COUNT
    38. 38. Search on “information management” IBM CASE STUDY Page does not connect with the visitors 38
    39. 39. • Show the user what he wants and where he wants it … answer his intent! • Give a clear signpost of what you want the user to do next never assume he knows • If he clicks and engages you have succeeded in some way to answer the user’s intent • Give all the information and answers in clear logical fashion that the user can easily navigate PAGE DESIGN / USABILITY
    40. 40. • LINKS MUST BE USEFUL! • Good links: – Should be within context and relevant – They should lead users to related information – Navigate users to a next phase – Should come from good content – Should endorse content – Give value to content – But above all be useful • If they are not useful they are SPAM (period) LINKS
    41. 41. • A very good gauge of how useful or not your content is, is if you are being clicked on or not • If you’re being shown but you are not being clicked… what’s Google going to think? USELESS! CLICK ABILITY
    42. 42. • Meta content is key to making your content useful – <title><title/> – <meta name="description" content=""/> • It’s the only tool you have to sell your content • Google has been mapping CTR in Adwords since 2002 don’t think for a second that this does not apply in SEO • Do not think of keyword spamming think engagement / map intent, write something people will want to click on META
    43. 43. SOCIAL MEDIA VERY USEFUL
    44. 44. 44 How do Social Signals fit in?
    45. 45. OF OLD
    46. 46. 46 SEO OF OLD WHERE HAD WE EVOLVED TO…
    47. 47. WHAT CHANGED?
    48. 48. DOOMSDAY FOR SEO
    49. 49. THE P-TEAM The Internet Sheriffs Penguin Penguin 2.1 Panda
    50. 50. 50 DETERMINE
    51. 51. 51
    52. 52. Targets: • Low quality links / Paid links • Irrelevance • Over optimised anchor texts • Automation THE PENGUIN UPDATES THE END OF SPAMMY LINKS
    53. 53. The Fix: • Avoid links from poor quality resources • Avoid unnaturally high frequencies of exact match anchors • Use the disavow tool PENGUIN UPDATE WHAT TO DO?
    54. 54. Targets: • Thin content • Content farms • Content quality PANDA UPDATE THE END OF BAD CONTENT
    55. 55. The Fix: • Create brilliant unique content that engages and is above all useful • Avoid content networks • No content spinning • Author and link your content • Manage bounce rates PANDA UPDATE WHAT TO DO? Rolling updates!
    56. 56. DOES SEO HAVE A FUTURE?
    57. 57. FOLLOW THE MISSION
    58. 58. Architecture Site Structure Content Structure Mark-up Sitemaps Content Unique Timely Relevance Keywords Credibility Links Citations Social Signals AuthorRank Engagement Time on-site Conversion optmisation Bounce rates Speed WHICH IN PRACTICE… Organize InformationUniversally Accessible Useful ORGANISE, INFORMATION, ACCESSIBILITY, USEFUL
    59. 59. DETERMINING USEFUL?
    60. 60. PageRank Links EngagementBounce Rate Speed Load Times Virality Social Signals DETERMINING USEFUL
    61. 61. WHY SOCIAL?
    62. 62. • Google has been using social media to gauge how useful content is for a long time • After all you can’t beat human sentiment to understand if something is good or bad • Social Signals give you this SOCIAL MEDIA
    63. 63. • Social interactions such as comments, likes, shares, tweets, +1s are effectively endorsements • More so reviews with integrated microdata these are extremely good for giving weight and value to content • After all these are real endorsements of content as opposed to your easily manipulated or contrived links SOCIAL MEDIA
    64. 64. • SEOmoz investigations found that Google used to use Twitter and Facebook as a direct measure of sentiment… Google denied… • It was true there was a time you could use twitter to generate instant results in Google… but not anymore  TWITTER
    65. 65. The principle is simple - what could be better for Google than an actual person endorsing content? …you own the person! INTEGRATION OF SOCIAL
    66. 66. WELCOME TO THE WORLD OF GOOGLE+
    67. 67. Twitter and Facebook would not play with Google So Google did it alone.. INTEGRATION
    68. 68. • Through Google+ Google will deliver 100 times better results • If they truly know you, your friends, what you like, what you don’t like, they can advertise and personalise information for you and only… YOU! GOOGLE+
    69. 69. • Simplistically if my friends like it surely I will like it…. HOW DOES THIS EFFECT PERSONLISED SEARCH?
    70. 70. • If you do not begin to build a sentiment graph for your content where influencers share and like your content and link back to you, you will not be the most useful popular guy in town someone else will HOW DOES THIS EFFECT SEO?
    71. 71. THE DARK SIDE OF SOCIAL SPAM
    72. 72. Not possible… • Google controls – The people – The content • They can see – The intricacies of the connections – The IPs of the users the types and places of the +1s, the frequency and from where BLACK: SOCIAL SPAM? GOOGLE+
    73. 73. Not possible… • Aggressive in built vetting system to detect fraud and delete fake accounts BLACK: SOCIAL SPAM? FACEBOOK
    74. 74. Not possible… • No followers where is the value? BLACK: SOCIAL SPAM? TWITTER
    75. 75. WHAT ARE SOCIAL SIGNALS
    76. 76. 76 Bookmark Vote Post Re-share CommentReview Your social ecosystem
    77. 77. 77 DIRECT BENEFIT OF SOCIAL SIGNALS BRAND VISIBILITY TRAFFIC GENERATION CONTENT The viral connect of Social Signals is like a sounding beacon of content quality…
    78. 78. 78
    79. 79. 79 HOW THE RESULTS ARE CHANGING THE MORE SOCIAL WE GET THE MORE THEY WILL CHANGE Word of Mouth
    80. 80. 80 HOW THE RESULTS ARE CHANGING REVIEWS
    81. 81. 81 CORRELATING SEARCH DATA STUDY BY SEARCH METRICS
    82. 82. CLEAR INDICATORS OF INTENT
    83. 83. 83 TWITTER + GOOGLE IT STOPPED JULY 2011
    84. 84. 84 SOCIAL SEARCH RESULTS NO LONGER AVAILABLE BUT…
    85. 85. 85 ALTHOUGH NOW REMOVED… +1 METRICS IN WEBMASTER TOOLS
    86. 86. 86 GOOGLE ANALYTICS SOCIAL INTERACTION TRACKING
    87. 87. G+ AUTHOR INTEGRATION
    88. 88. 88 Google Counter- Espionage
    89. 89. “ MATT CUTTS SAYS … HTTPS://WWW.YOUTUBE.COM/WATCH?V=UDQTSM-6QBQ We Don’t Use Twitter Or Facebook Social Signals To Rank Pages!
    90. 90. • Mr. Cutt’s has a known reputation for disclosing half truths! • Interestingly, he said nothing about Google+ Social Signals • Do we stop using Facebook and Twitter for SEO? 90 GOOGLE ESPIONAGE
    91. 91. CONTENT MARKETING A need for a new approach
    92. 92. Homepage Product Page Info Page Contact Page Tell-tale signs: • Disproportionate number of links to a single page • High proportion exact match anchors • Large number of links with no links to the link • Poor quality resources linking SEO OF OLD BUILD AS MANY LINKS AS POSSIBLE TO DESIRED RANKING PAGE Penguin and Panda are gonna get yah!
    93. 93. Homepage Product Page Details More info Info Page Contact Page The new approach: • Create brilliant content • Market that content • Vary the link footprint • Link to all parts of the site • Only link links that are useful to the user i.e. relevant • Socialize your linking content and your pages • Use all forms of content to link SEO TODAY CREATE QUALITY CONTENT THAT IS USEFUL AND LINK FROM IT.
    94. 94. 94 Pandering to the Panda
    95. 95. “ CONTENT QUALITY Spend ₹1 Lac. on One Brilliant Content Piece than spending ₹1 Lac. on a Hundred Content Pieces that are CRAP!!
    96. 96. • Grammar • Spelling • Syntax • Semantics • Informative • Relevant • Engaging CONTENT QUALITY Have Editorial Quality Content!
    97. 97. Pandering to the Penguin
    98. 98. • If the content that links to you has no links where is the value? Ask Yourself: • Why would someone link to your linking content? Because the content is good! LINKS TO LINKS THE NEED FOR CONTENT MARKETING
    99. 99. 5% 10% 75% 10% Unnatural Link Footprints Brand keywords Brand + Exact Exact Match Other LINK RATIO AVOID HIGH VOLUMES OF EXACT MATCH ANCHOR TEXTS 50% 15% 10% 25% Natural Link Footprints Use internal link architecture and anchors to pass context rather than external anchors
    100. 100. IDENTIFYING GOOD LINKS TELL-TALE SIGNS OF A GOOD LINK • Has anyone shared it on social media platforms • Has anyone linked to it • Does the link carry PageRank • Has there been any social interactions / comments • Has Google cached the page? • Does the content rank for it’s title in the SERPs?
    101. 101. AUTHOR RANK A brief overview of
    102. 102. AuthorRank + PageRank = Better Rankings RANKINGS
    103. 103. AUTHORRANK THE NEW PAGERANK Avg. PR of Content +1s / Shares per post Relative authority on non-Google social platforms Authority of publishing site Posting frequency # of circlers Outside authority indicators Google+ engagement level
    104. 104. GOOGLE+ INTEGRATION Example of a fully integrated author
    105. 105. UNIVERSALLY ACCESSIBLE
    106. 106. • Universal Accessibility primarily means your content being accessed by anyone, anyhow, anywhere • Google has broadened its reach to mobile, social media it won’t be long before Google TV arrives although you could argue it already has through YouTube UNIVERSAL ACCESSIBILITY
    107. 107. • So we know that Google is going universal • Mobile was the first step on this ladder – Android • TV will be next • Before you know it Google will be on your watch! … in fact it already has. • Is your content universally accessible? THE FUTURE
    108. 108. • For India especially this is a huge growth area • Internet enabled handsets for less than ₹4,000/- • What to do… MOBILE
    109. 109. • Create organised, useful, accessible information! • Create sites that function effectively on multiple platforms • Organise them in much the same way you would your main site • Optimise the user experience, simplify things and give the consumers what they want FOLLOW THE MISSION
    110. 110. • Design content that is navigable and engages on small screens • Keep it very light… shy away from heavy images • Link mobile content to mobile content • Link directly from your site • HTML5 • Use standard naming conventions for mobile content: – m.mysite.com – mobile.mysite.com – www.mysite.com/mobile/ • Build for unique operating platforms • Use redirects for mobile user-agents – Remember whatever the user sees ensure the googlebot sees! TIPS AND TRICKS
    111. 111. • Multi-lingual text has rocketed after the launch of mobile devices • Multi-lingual searches bound to boom! • Huge opportunity for businesses to tap into this market • Develop multi-lingual websites, apps and other content pieces • Start mobile first MULTI-LINGUAL SEO
    112. 112. • Universally accessible could also be construed to all things web • Can you be found universally? – YouTube – Facebook – Twitter – LinkedIn – Images • Are you there? WEB PRESENCE OPTIMISATION
    113. 113. CONCLUSION
    114. 114. 5 Rules for Bulletproof SEO
    115. 115. RULE NUMBER ONE 1
    116. 116. RULE NUMBER TWO PROMOTE YOUR CONTENT! 2
    117. 117. RULE NUMBER THREE 3
    118. 118. RULE NUMBER FOUR 4
    119. 119. RULE NUMBER FIVE 5
    120. 120. Will this make my information organized, universally available and useful? If the answer’s yes then we do it! CONCLUSION IF YOU’RE NOT SURE ABOUT SOMETHING ASK YOURSELF…
    121. 121. ROLE OF PAID MEDIA IN CUSTOMER ACQUISITION Chapter 2 121
    122. 122. HOW DOES SEARCH MARKETING WORK? The Auction Principle 122
    123. 123. 123 CHOOSE KEYWORDS Credit cards Apply for Credit Cards Credit card companies HDFC credit cardsPlatinum credit cards Best credit card Credit cards in India Best credit cardsRewards credit card Credit card interest rate
    124. 124. 124 USER TYPES IN KEYWORD Keyword
    125. 125. 125 SEARCH ENGINE RESULTS PAGE (SERP) Ad Copy Ad Copy
    126. 126. Campaigns Ad Groups Ad Units Keywords 126 ADWORDS STRUCTURE
    127. 127. • At the campaign level you define the following: – Type • Content • Search • YouTube – Budgets – Targeting / Delivery method (Search, Partners, GDN, ICM, Remarketing, YouTube etc.) – Scheduling – Bid rules – Site links enabling 127 CAMPAIGNS
    128. 128. 128 AD UNITS BASIC TEXT UNIT Title (25 Characters) Display URL (35 Characters) Description line 1 (35 Characters) Description line 2 (35 Characters)
    129. 129. • Ad groups are collections of ad units and in some cases keywords (Search) that trigger within the campaign. • Ad units: – Video – Mobile – Display – Text – Rich Media 129 AD GROUPS
    130. 130. Keyword Match Types: • broad match • modified +broad +match • "phrase match" • [exact match] Match Modifiers: • -negatives • -[embedded match] 130 KEYWORD (MATCH TYPES) TEXT AD TARGETING
    131. 131. 131 TRAFFIC QUALITY VS. VOLUME High Low High Low
    132. 132. CAMPAIGN AD STRUCTURING GETTING ORGANISED Campaign Ad Groups Keywords Brand flipkart Brand + product flipkart books Core books Product shantaram SKU 9780316727259 Generic online shopping Lateral gift ideas
    133. 133. INTENT MAPPING Awareness Interest Desire Action ROLE Branding ROLE Acquisition  online shopping  gift ideas  diwali  christmas  canon eos 550d  samsung galaxy 5830  new tv  buy books online  best camera  flipkart  canon eos 550d best price
    134. 134. 134 AD TEXT Keyword Ad text Landing page Relevancy Ad copies to match the user intent and hence being most Relevant Separate ad copies for brand, core and product to be created to map user’s intent Brand Core Product
    135. 135. 135 WHERE DO I APPEAR ON THE PAGE THE AUCTION
    136. 136. QUALITY PAYS
    137. 137. • Google is now the closest thing to the worlds first mind reader • It displays content and results in time with users intent • It does this by mapping the intent of the user against the context of a page • The art of creating good content is to therefore map content to the intent of users • Google will then connect the dots... 137 GOOGLE THE MIND READER
    138. 138. • When a user searches on Google they put their exact intent into the search box • Google serves results that answers that exact intent • Our content must therefore exactly match with what it is the user searches for • Therefore simplicity is key INTENT MAPPING 138
    139. 139. • Intent Mapping must be upheld through the entire path to conversion • This is done by at first answering the intent but then driving and creating a new intent • Ad texts and landing pages carry these two roles and must marry accordingly 139 THE PATH TO CONVERSION
    140. 140. 140 ZOOMIN EXAMPLE: INTENT MAPPING Answering Intent: “Photo Prints” Creating new Intent: “Print photos at affordable prices at Zoomin” Mapping Intent Answering new intent
    141. 141. SEARCH INNOVATIONS 141
    142. 142. • The Dropdown Extension allows advertisers to place a button on their search ads, letting users direct themselves to a more relevant landing page. • It can boost CTR, and essentially removes an entire click/page from the conversion process. • Available only in US DROP DOWN EXTENSIONS
    143. 143. • The communication ad extension allows AdWords advertisers to collect email leads directly from Google search. • Email leads are delivered to the advertiser as- is, not masked. COMMUNICATIONS EXTENSIONS HOW IT WORKS ?
    144. 144. 144 COMMUNICATION EXTENSIONS AVAILABLE BUTTONS Get updates Get alerts Get offers Subscribe Subscribe to newsletter
    145. 145. • Users can perform an internal site search of the advertiser’s web site right from the search results. • After users types in a search query and clicks the “Search Now” button, they are taken to the product search results page on the advertiser’s site. FORM EXTENSIONS
    146. 146. • Whether you have multiple storefronts you'd like to promote locally, or a single storefront, location extensions can help attract customers who may be just around the corner and those searching for a business in an area they're planning to visit soon. LOCATION EXTENSIONS
    147. 147. • Seller rating extensions make it easier for potential customers to identify highly- rated merchants when they're searching on Google by attaching your star rating from Google Product Search to your AdWords ads. • These star ratings, gathered from review sites all around the web, allow people to find merchants that are highly recommended by online shoppers like them. SELLER RATINGS EXTENSIONS
    148. 148. • Show a link to your mobile or tablet app right below your ad APP EXTENSIONS
    149. 149. • Review extensions let customers know that a reputable, third-party source agrees. • Adding a quote from a positive review, award, or accolade to the text beneath your ads gives potential customers one more reason to click • You can use a paraphrased or exact quote, as long as it’s attributed and linked to the published source. You aren’t charged for clicks on reviews but, as always, you’re charged for clicks on the ad itself. REVIEW EXTENSIONS
    150. 150. • Show how many Google+ page followers your business has on your ads. SOCIAL ANNOTATIONS
    151. 151. • Call extensions help generate calls for your business by showing a phone number next to your full ad on Google search. • Choose to show a toll-free Google forwarding number with your ads and you’ll get detailed reporting on calls generated by your campaign right in AdWords. CALL EXTENSIONS
    152. 152. • They give users more options, and deliver advertisers more clicks. • On average, the click through rate is 30% higher for ads with sitelinks than those without. ENHANCED SITELINKS
    153. 153. • Select an existing YouTube video to serve with your customer’s search ad when relevant. A video thumbnail will serve with their search ad, as in the mock alongside. • When a user clicks on the video thumbnail, the video plays directly from the search results page in a full screen ‘lightbox’ you see below. This is a charged click. VIDEO EXTENSIONS
    154. 154. IPROSPECT C2 PROPRIETARY TECH Search Innovations
    155. 155. • Dynamic optimisation of the landing page’s core SEO elements to carry the exact keyword searched for • Can be masked or be made visually live • Increases page relevancy and thus Google Quality scores by up to 35% which can reduce CPCs by 20% • Requires scripting to the landing page as well as integration with iProspect servers QSO – QUALITY SCORE OPTIMISER
    156. 156. • Dynamic scripting that will dynamically write ads based on search query and client data / API feeds • Examples of product use: – Dynamic pricing in ads – Dynamic inventory checks – Facebook / 3rd party API pulls – Dynamic creative (imagery) API SNIFFER DYNAMIC ADS WITH DYNAMIC LANDING PAGES
    157. 157. • Dynamic ads that count down and then switch off when the offer is closed. Example creative: • 5 days left until the launch of a car • 4 hours left to buy an offer • 3 days left to sign up • 2 days left to join • 1 day left until livecast • 1 hour left until tweetup • 24 min 53 sec until offer closes • Tweetup with X now on! • Our countdown ads won a global award last year for our work with Chevrolet COUNT DOWN ADS
    158. 158. GDN Google Display Network 158
    159. 159. 159 The GDN reaches over 90% of all internet users! Nielson 2012
    160. 160. DISPLAY CONTEXTUAL TARGETING HINDUSTANTIMES.COM Ads Appear Relating to The Content of The Page
    161. 161. TEXT CONTEXTUAL TARGETING GMAIL
    162. 162. Targeting Option How it works Contextual (Automatic Placements) Google evaluates all the keywords in a Display ad group and places your ads on Websites that match this theme Managed Placements Select the specific sites where you want your ads to run. Topics Targets your ads to websites that include content about topics you select Interest Category Marketing (ICM) Targets your ads to users with specific interests based on websites they visit Remarketing Shows ads to people who previously visited your site Display Content Optimiser (DCO) Google automatically optimizes both targeting and bidding to find additional conversions Inferred Demographics (beta) Targets your ads to users based on gender and age Affinity Google matches your ads to anyone who has an affinity to your interest category In-Market This is the same as ICM but the interest tagging is restricted to a 7 day cookie Hybrid This is an hybrid / amalgamation of any of the targeting options above MICRO SEGMENTATION & TARGETING ON THE GDN USING THESE OPTIONS LEAD TO BETTER EFFICIENCIES AND PERFORMANCE
    163. 163. • Targeting full screen adverts that trigger based upon the emails a consumer has. AMEX Example: Anyone with an email from: @citibank.com, @sbicard.com, @dspblackrock.com etc. will see a full page ad for AMEX in their Gmail. GSP IN GMAIL ADVERTISING (ONLY USD, CAD, GBP, EUR) iProspect India has been running these for 3 weeks now and have conversion results comparable if not better to GDN results
    164. 164. YOUTUBE 164
    165. 165. 54,025,000 Watched an online video on their PC’s 74% Of internet users in Indian Visited an Entertainment Site 31.5 Million viewers watched Videos on Google Sites (YouTube) 27% Increase in the Indian online video audience over a year 165 ENTERTAINMENT AND ONLINE VIDEO YOUTUBE IS THE NUMBER ONE VIDEO DESTINATION
    166. 166. YOUTUBE THE NO.1 ONLINE VIDEO SITE IN INDIA 166
    167. 167. 167 YOUTUBE YOUTUBE REPLACED NICHE & ENGLISH TV BUYS IN 2013!
    168. 168. 168 YOUTUBE MOST TIME SPENT AMONG NICHE CHANNELS SEC AB 25-44 Males spend more time on YouTube than ANY other Niche Channel
    169. 169. Male 63% Female 37% Demographics 169 YOUTUBE DEMOGRAPHIC USER BASE Age 80% audience in the age group 15-34
    170. 170. YOUTUBE AD UNITS 170
    171. 171. 171 YOUTUBE MASTHEAD Standard Expandable
    172. 172. Mast Head 172 YOUTUBE CLEAR SHOWCASED THEIR TVC ON THE YOUTUBE MASTHEAD Reaching 2.5 million users in 1 day
    173. 173. 173 YOUTUBE TRUEVIEW Only pay for Ads that are watched!
    174. 174. 174 YOUTUBE FIRST WATCH PLACEMENTS
    175. 175. YOUTUBE AD VARIANTS
    176. 176. Display Text Ad Here YOUTUBE ADS ON KEYWORD RELATED SEARCH
    177. 177. Place Text Ads on Videos YOUTUBE ADS IN RELEVANT VIDEOS
    178. 178. 178 YOUTUBE PREMIUM LONG FORM CONTENT IIFA Box Office India v WI IPL Royal Wedding Budget
    179. 179. 179 MOBILE ADVERTISING OPPORTUNITIES Mobile Roadblock In Search Ads In Stream Brand Page
    180. 180. AUTOMATION Where do I start? 180
    181. 181. DIGITAL BARRIERS TO ENTRY 181
    182. 182. A MASSIVE SHIFT IN ENGAGEMENT 182
    183. 183. GLOBAL DIGITAL AD SPEND 183
    184. 184. Ad Serving Bid Management Campaign Automation 184 TECHNOLOGY A BRIEF HISTORY OF TIME
    185. 185. Automated rules and portfolio bid management Dynamic keyword and copy creation Cross-Channel Integration and Attribution Flexible scheduled and on-demand reporting Single Platform WHAT IS CAMPAIGN AUTOMATION? 185
    186. 186. 186 SINGLE MANAGEMENT PLATFORM MARIN SOFTWARE
    187. 187. 187 MARIN SOFTWARE REVENUE ACQUISITION MANAGEMENT PLATFORM
    188. 188. BID OPTIMIZATION Bid Optimization Campaign Management-Driven ROI 188
    189. 189. 189 TODAY’S BID SOLUTIONS ARE INCOMPLETE RULES OR PORTFOLIO? WHY NOT BOTH? Rules Based Portfolio Based Long “Learning” Period Often Bids The Tail Down Black Box Complex Configuration Bids Head Terms Only User Control Transparency? Seasonality? Integration? Historically marketers had to choose between rules based and portfolio solutions. …yet both options frequently lack support for key requirements.
    190. 190. 190 OPTIMIZE BASED ON USER-DEFINED GOALS
    191. 191. 191 MARIN MODELS COST AND VOLUME Marin Forecasting allows marketers to understand tradeoffs between volume, cost, and profit.
    192. 192. 192 PORTFOLIO MANAGEMENT THE LONG TAIL
    193. 193. Advertise Your Entire Catalog • Automatically create campaigns, groups, keywords, and creative Leverage Multiple Data Sources • CSE feeds, XML, Site Crawler, Bulk Sheet Dynamically Insert Data Into Creative • Item, Brand, Color, Size, Price, Sku Deep Link Users to Relevant Pages • Products, category pages, site search pages Best Practice Rules Ensure Quality • Data cleansing rules handle format and length • Pause ad groups and keywords based on inventory DYNAMIC CAMPAIGNS Get The North Face Surge! Great selection of laptop backpacks. Surge is only $99.00 www.PowpBackpacks Get the JanSport Driver 8! Great selection of laptop backpacks. Surge is only $99.00 www.Powapt Get the Kelty Connection! Great selection of laptop backpacks. The Connection is only $63.96 PowPowSports.com/LaptopBackpacks Product Pages Automated Campaigns Category Pages Site Search Pages 193
    194. 194. DYNAMIC CAMPAIGN OFFERINGS 194
    195. 195. • Save time reporting across channels with a unified dashboard • Improve financial performance with accurate attribution and bidding • Incorporate any publisher with an open & extensible platform 195 UNIVERSAL CHANNELS INSIGHT ACROSS DIGITAL INITIATIVES
    196. 196. • Efficient Campaign Creation • Effortlessly create hundreds of ads and manage targeting settings across ads in bulk • Improve Audience Insight • Understand performance as it varies by demographic • Optimize to Facebook Interactions • Maximize Likes, RVSPs and App installations driven by ads • Maintain Ad Freshness • Automatically rotate creative to prevent ad-blindness and drive performance • Micro-target Audiences • Efficiently create hundreds of finely targeted ads with the click of a button 196 MULTI PLATFORM INTEGRATION FACEBOOK AD MANAGEMENT & OPTIMIZATION
    197. 197. • Save time with efficient reporting and management – Promoted Video Ads – InVideo Static Images – Banner Ads – InVideo Text Ads • Improve financial performance by accurately attributing credit to video 197 MANAGE AND OPTIMIZE YOUTUBE CAMPAIGNS
    198. 198. • Used to manage and report on all digital endeavors • Bid optimization maximizes revenue and profit • Expertise is the key, the systems are only as good as the input 198 AUTOMATION SUMMARY SINGLE MANAGEMENT PLATFORM
    199. 199. RE-MARKETING The principle of: 199
    200. 200. • Traditional Re-targeting • Google Search Re-targeting • 3rd Party Search Re-targeting RE-MARKETING / TARGETING 200
    201. 201. TRADITIONAL RE-TARGETING 201
    202. 202. 202 TRADITIONAL RE-TARGETING USER VISITS THE PAGE BUT DOES NOT TAKE A LEAD
    203. 203. ADS DISPLAYED TO YOUR AUDIENCE 203
    204. 204. GOOGLE SEARCH RE-TARGETING 204
    205. 205. 205 GOOGLE SEARCH RE-TARGETING USER VISITS THE PAGE BUT DOES NOT TAKE A LEAD
    206. 206. GOOGLE SEARCH RE-TARGETING 206
    207. 207. • Place re-marketing codes and set up audience rules on any pages on your website • Serve search ad copy even more targeted to the intent of the user than ever before • Requires a user to visit your website first 207 GOOGLE SEARCH RE-TARGETING SUMMARY
    208. 208. 208 THIRD PARTY SEARCH RE-TARGETING USER SEARCHES ON A KEYWORD
    209. 209. 209 ADS DISPLAYED TO YOUR AUDIENCE ACROSS THE DISPLAY NETWORK
    210. 210. WORKFLOW: 210 3RD PARTY SEARCH RE-TARGETING SUMMARY Choose Keywords Pick creative for each keyword Specified Ad displayed to specific audience
    211. 211. • A combination of traditional, Google Search re- targeting and third party re-targeting should be used to maximize value from your target audience. • Experimentation of ad creative for different audience segments is absolutely essential to ensure highest click- through rates 211 RE-TARGETING SUMMARY
    212. 212. PROGRAMMATIC BUYING 212
    213. 213. PROGRAMMATIC BUYING FORECASTED GROWTH 19% of digital media in the US to be bought through RTB in 2013 – 25% by 2015 US$450m forecasted in APAC in 2013 – over US$1.3bn by 2015
    214. 214. DIGITAL MEDIA BUYING LANDSCAPE IS CHANGING TRADITIONAL WAY: Using web sites as a proxy for users NEW WAY: Reaching the desired audience wherever they are 214
    215. 215. A shift from buying “Adspace” to buying “audience profiles” FUNDAMENTALLY….
    216. 216. PROGRAMMATIC BUYING THERE IS A WHOLE NEW SET OF JARGON ADX Ad Exchange Technology platform that facilitates the buying and selling of digital inventory from multiple sources. RTB Real Time Bidding – the process that sees each impression bought on an auction basis using a DSP DSP A technology platform that allows digital advertisers to access multiple inventory sources in a real time bidding (RTB) environment. DMP A technology platform that combines data from multiple sources including digital media, website , client sales & CRM to provide a single view of digital performance while also housing cookie pools SSP A technology platform which provides publishers the means to put inventory up for sale to agencies using a DSP.Stack Combination of technologies including a DSP, adserver and DMP that form the core of a Trading Desk.
    217. 217. KEY CONSIDERATION #1: CREATING BESPOKE AUDIENCES Publishers Sell Side Platforms AdExchange Networks Private Market Place AUDIENCE DATA Bespoke Audiences Facial Care Make Up Users Male Enthusiasts Body Care
    218. 218. FROM CLIENT DATA www.Client.com *Floodlight Container Tag Segmentation Pixel Modelling Pixel Search Data 3rd Party Data Keyword Data Layer Behavioural Data Layer Retargeting Data Layer Audience Extension Data Layer * * 1st Party Data: From the client website 2nd Party Data: Bought from data providers 3rd Party Data: From digital media activity
    219. 219. • Trading Desks use multiple different pieces of technology: – Demand Side Platform (DSP) – Ad Serving & Tracking tool – Data Centre – Verification software – Reporting • Each piece of software can be swapped out for a different supplier if necessary KEY CONSIDERATION #2: BUILDING A TECHNOLOGY “STACK”
    220. 220. Verification / Privacy Data InventoryTechnology SAMPLE TECH STACK PARTNERS Campaign Management Inventory Management Brand Safety Data Management
    221. 221. KEY CONSIDERATION #3: BRAND SAFETY Brand Safety • Targeting viewable impressions • Content Categorization • ReduceWastage • Increase Efficiencies • White List “bank” • Efficient CPM
    222. 222. • Programmatic Buying is the future – it cannot be ignored and will drive better ROI from digital campaigns • There are key considerations to be aware of: – Focus shifts from buying impressions on websites to building and targeting audience profiles – a huge amount of data is needed to do this – A “Tech Stack” is made up of multiple technologies working together – test and trial different partners to determine the right mix – Clients want to be assured of “brand safety” measures are in place to protect brand equity – use verification software to address this IN SUMMARY
    223. 223. EVOLUTION OF SOCIAL ADVERTISING 223
    224. 224. 224 FACEBOOK
    225. 225. 225 US FACEBOOK AD REVENUE
    226. 226. 226 FACEBOOK Q4 2012 MADE $168M FROM ADS IN ASIA
    227. 227. 227 YOUR CUSTOMERS ARE ON FACEBOOK FACEBOOK INDIA (2013)
    228. 228. DEMOGRAPHICS FACEBOOK INDIA
    229. 229. USAGE FACEBOOK INDIA
    230. 230. 230 It’s all about execution. Our Facebook ads are effective when strategically combined with engaging content & innovation. Ford tweets about their use of Facebook Ads CONTENT IS KING
    231. 231. ENGAGE • Pages allow you to share content that would interest you target audience • Like Ads are the quickest way to acquire fans • Engaging in conversations with fans allows the brand to deepen relationships & gain insights AMPLIFY • Fan-brand engagement to create word of mouth • These are organic in nature & attract more people • Facebook ads & sponsored stories add to the effectiveness BUILD • Identity for your business • Helps in building personality for the brand • Connects with the target audience • Also allows people to follow brand they like FACEBOOK ECOSYSTEM
    232. 232. Newsfeed Tickr Newsfeed constantly updates you with the list of stories from people and Pages that you follow on Facebook. Ticker shows you the things you can already see on Facebook, but in real time Timeline is the collection of photos, stories, & experiences that tell your story. Some of the include: • Life events • Facebook activity log • Stories from the past TIMELINE, NEWSFEED & TICKER
    233. 233. COVER PHOTO This is of prime significance since this is the first thing seen on the timeline. Brands can use it to their benefit if they think thoroughly about using this space. This can be used for the following: • Highlight the brand philosophy • Introduce new products • Announcements
    234. 234. • Calculated through the EdgeRank Checker • Measures the average impact of EdgeRank on a Brand • EdgeRank Scores are determined per object, per day with the average Fan • Helps Brands understand how EdgeRank impacts their Facebook marketing efforts EDGERANK EdgeRank is an algorithm developed by Facebook to govern what is displayed— and how high—on the News Feed AFFINITY : WEIGHT : TIME DECAY : FB?
    235. 235. TAB Option of having up to 12 tabs of which 10 can be customized The new tabs give the brand a bigger frame to show creativity through the applications
    236. 236. PUBLISHING Targeting Posts Scheduling Posts Offers, events & milestone
    237. 237. REACHING THE RIGHT AUDIENCE Facebook ads make it very convenient for the brands to reach the target audience & get the message across
    238. 238. • There are 4 main steps to create your advert:  Identify your goals  Define who you want to reach with your advert  Create your advert and set your budget  Understand Facebook's advertising policies and our advert approval process FACEBOOK ADVERTS
    239. 239. FACEBOOK AD INTERFACE
    240. 240. CREATING AN ADVERT HOW TO CREATE A FACEBOOK AD Option to select the kind of ad you want to create The ad copy & the preview of the ad
    241. 241. CREATING AN ADVERT TARGETING TO REACH THE RIGHT PEOPLE
    242. 242. VIRAL ADS TARGET FRIENDS OF FANS
    243. 243. • Facebook Sponsored stories are ads shown to people whose friends already like the page • These ads are more expensive but give better results CREATING A FACEBOOK SPONSORED STORY
    244. 244. FACEBOOK ADS REACH & RESPONSE Targeted: Number of users an advert can reach Reach: Number of Facebook users who saw your ad Social Reach: Number of users who saw your ad with the name of their friends who liked the page Facebook provides an insight based on number of people who clicked on your ad V/S those who connected to the brand
    245. 245. MEASUREMENT TRACKING THE EFFECTIVENESS OF THE EFFORTS Number of unique people who have created any content on the page, This includes ads & sponsored stories Number of unique people who have created a story about your page. This includes : liking the page, commenting, sharing, tagging etc. Number of unique visitors who were friends with people who like the page
    246. 246. FACEBOOK AD FORMATS
    247. 247. FACEBOOK ADVERTISING THROUGH FACEBOOK
    248. 248. Custom Audiences • Target audiences based on likes, demographics and psychographics Facebook Exchange • Feed custom audiences through FBX • Use your own cookie pool FACEBOOK CUSTOM AUDIENCES
    249. 249. • 25 character headline • 90 character description • 100x72 pixel image • Targeting based on demographics 249 FACEBOOK AD FORMATS SIDE BAR ADS
    250. 250. • Advertisers pay to highlight updates on their brand • Bought on a CPC basis • Works well on both a fan acquisition and sales push 250 FACEBOOK AD FORMATS NEWS FEED ADS
    251. 251. 251 Marketing on Facebook influences consumer behavior and leads to increased purchases for the brands that leverage the social-networking site, consulting company Source: ComScore study The Power of Like 2 DO FACEBOOK ADS WORK?
    252. 252. • A three-week Facebook ad campaign for the Galaxy S3 smartphone: – Reached over 105 million unique users – Generated $129 million in sales, – a 13-times return on a $10 million ad buy. – Over 20m fans acquired to re-message 252 SAMSUNG CASE STUDY
    253. 253. 253 TWITTER
    254. 254. TWITTER ADVERTISING OPTIONS
    255. 255. TWITTER PROMOTED ACCOUNTS
    256. 256. TWITTER PROMOTED TRENDS
    257. 257. TWITTER PROMOTED TWEETS
    258. 258. 258 TARGETING OPTIONS TWITTER INDIA
    259. 259. • Promoted Tweets in Search – Target users that type in specific keywords • Promoted Tweets in Timelines – Target existing followers or users like your existing followers • Cost per engagement model, advertisers pay when users make an action on the tweet. 259 PROMOTED TWEETS
    260. 260. • Visible to all users • Time, context, event sensitive promoted by advertisers • Current cost for 1 day is $200,000 260 PROMOTED TRENDS
    261. 261. • One day flash sale exclusively on Twitter using promoted trends and promoted tweets – Raised maximum $50k dollars for charity – One of the top 5 sale days ever for Virgin – Loyalty program had 25% increase in sign-ups – 4 times increase in number of followers – 11,000 mentions of the hashtag 261 DO TWITTER ADS WORK? VIRGIN AMERICA
    262. 262. • Facebook and Twitter currently lead the way in terms of ad revenues for social media globally and in India • Twitter remains the growth channel in particular on their mobile platform • Social media advertising works best when run with a innovative content strategy 262 SUMMARY
    263. 263. MOBILE The dawn of… 263
    264. 264. THERE ARE MORE THAN 90 MILLION SMARTPHONE INTERNET USERS IN INDIA Mobile has a 97% Reach in India
    265. 265. 265 INDIA'S MOBILE INTERNET: THE REVOLUTION HAS BEGUN 29 67 116 171 382 2012 2013 2014 2015 2016 Number of Smartphone users in India (Mn) Source: IDC, Avendus Estimates With Increasing number of internet users on mobile, it’s a medium that cannot be ignored. Games 39% Others 11% Utilities 11% Entertainment 10% Social Networking 29% Timeshare between app categories (%) in India Source: Nielsen Informate Mobile Insights, April - 2013 India has more than 160 million Internet users, of which 86 million access Internet using their mobile devices.
    266. 266. 266 MOBILE STILL LAGS BEHIND ON CONVERSIONS POOR INTERNET CONNECTIVITY, BUT PHENOMENAL MOBILE GROWTH Source: Mary Meekers internet trends: June 2012 There are over 90 million smartphone users as against 89 million PC users Over 40% of searches on Google originate from mobile device In the last 3-4 years, the number of users with a 3G connection has grown to round 22 million, compared with the 15 million fixed line broadband connections accrued over the last 17 years Source: TRAI Annual Report 2013 44.97 54.62 75.54 98.41 140.32 206.83 300.49 429.72 621.25 751.25 929.23 0 100 200 300 400 500 600 700 800 900 1000 SizeofSubscriberbase(Millions) Annual Growth of Subscriber base India’s Mobile penetration to reach 97% in 2014. Source: IHS iSuppli's market intelligence, 2013
    267. 267. DIGITAL COMMERCE INDUSTRY IS EXPECTED TO REACH INR 62,967 CRORES BY END OF DECEMBER 13 ($9.7 BILLION) Digital Industry is experiencing a Average 34% CAGR year on year
    268. 268. 268 THE INDIA STORY
    269. 269. 269 YOUR CONSUMER IS SEARCHING FOR YOU % OF MOBILE QUERIES BY VERTICAL
    270. 270. 270 INDIA MOBILE OPPORTUNITY AUDIENCE SEGMENTATION
    271. 271. 12% 54% 21% 8% 5% under 20 20-24 25-29 30-34 over 35 271 MOBILE INTERNET USER BY AGE 83% OF INDIAN MOBILE INTERNET USERS ARE IN THE AGE GROUP 20-34
    272. 272. 3% 3% 5% 8% 9% 12% 14% 32% 51% 55% Dating/Matrimony Academic E-Books Other Gaming Blogs Net Banking Social Networking News Search Engines 272 INDIAN MOBILE INTERNET USAGE 55% OF MOBILE USERS USE SEARCH
    273. 273. 273 MOBILE IS LOCAL COMPANION INDIANS RELY ON MOBILE TO SEARCH FOR LOCAL INFORMATION
    274. 274. 274 TARGETING OPTIONS
    275. 275. 275 MOBILE – SEARCH, DISPLAY & YOUTUBE Display Rich Media Display YouTube Search
    276. 276. Ad Networks •On Deck - Operators •Off Deck – Komli, Vserve, Inmobi, Vdopia, Zenga etc Targeting •Handset/Model •Telco/Operator •OS •Site/App/Game Genre •Country/City •Operator Types of Ads •Display •Video •Full Screen •In App •Text Campaign Formats •Click2Form •Click2Call •Click2SMS •Download App •Visit site •Click2Expand Mobile advertising would be used to promote the Mobile Apps & Voice Portal 276 AD NETWORKS - MOBILE ADVERTISING
    277. 277. 277 AD FORMATS 360 view Lead Form Video Interactive Mobile Advertising increases engagement and leads HTML5
    278. 278. 278 IN APP & EXPANDABLE ADS
    279. 279. User Dials Toll Free/Regular Number Selects Language (English/Hindi/Tamil, Marathi) Menu •About Company •Products •Offers •Speak to Agent Multi-lingual Voice portal can help us reach out to the potential customers in different states in India who are on the growth path and might have the propensity to buy Insurance Solutions Pricing Options/Ball Park : 4-5 lakhs 279 MULTI LINGUAL – VOICE PORTAL
    280. 280. 280 MISSED CALL User gets an auto reply SMS Eg. Dear User, Thank You for giving missed call. You will now receive updates & offers from <brand>. User gives a missed call and the call will be disconnected automatically in 2-3 seconds DB Interactive Platform Participants can give a missed call to subscribe for Offers and discounts and also to get information updates
    281. 281. Connectivity Short Code Long Code Database Push Own Acquired Targeting A/S/L Income Bracket Pay per Lead Types of Ads Direct SMS Tag footer MCN 281 SMS BLASTS & SHORT CODES New Launches •Building Awareness which leads to Engagement •Mobile gives scale to the larger campaign Lead Generation •Mobile acting as primary lead medium •Driving Store Walk-ins and product trials, mobile coupons Contest Driven •2 way Interaction to build Brand Engagement •Capturing Responses, Informing Participants Event Promotion •Engaging with the event to drive Brand recall •Achieve High SOV during heavy brand promotion Pure Branding •Engaging with TG to deliver superior brand experience •Promoting utility Applications, Content Downloads
    282. 282. 282 360° CAMPAIGNS
    283. 283. 283 CASE EXAMPLES SOURCE: INMOBI
    284. 284. 284 CASE EXAMPLES SOURCE: INMOBI
    285. 285. 285 CASE EXAMPLES SOURCE: INMOBI
    286. 286. 286 CASE EXAMPLES SOURCE: INMOBI
    287. 287. BRAND BUILDING THROUGH DIGITAL Session 3
    288. 288. Persistent question for 15 years !
    289. 289. 5 years back – NO Today – Resounding YES !
    290. 290. What changed ?
    291. 291. Adwords – sort of birth of Digital Advertising
    292. 292. • Remove Flaws of conventional advertising  Measurement  Inability to Target Intent  Rate Card Based Pricing • Solution  Improve measurement  Target Intent  Auction Based Pricing FOCUS OF ADWORDS
    293. 293. 1. Reach? 2. Frequency? 3. Duration of Ad Unit Exposure? Five years back Digital was not engineered to deliver the above benefits… Today it is. WHAT ABOUT THE BENEFITS ?
    294. 294. • Reach = 120 + Million internet users, 800 million mobile subscribers • Frequency = technologies such as remarketing, social media advertising • Duration of Ad unit exposure = social media, video advertising, Apps However digital continues to retain all the other benefits, thus a more effective platform / medium to BUILD BRANDS DIGITAL AGE
    295. 295. The need for a new approach ?
    296. 296. • Maximise Efficiency rather than minimise waste • Ability to reach Niche Audiences • Pricing is auction based • Ability of the medium to have Individual Communication based on interest, psychographic • Optimization is possible due to quick response DIGITAL VS CONVENTIONAL ONLINE ADVERTISING VS TRADITIONAL OFFLINE
    297. 297. Content can influence the price of advertising KEY DIFFERENCE
    298. 298. Tenets of the approach
    299. 299. END OF SEC A, B – IDENTIFY PRECISE TG FOR YOUR BRAND / PRODUCTS Tenets of the approach
    300. 300. WHY SEC IS IRRELEVANT? Loop Mobile Users - example Mumbai Entertainment professionals College Students People with 2nd homes near Mumbai Blackberry Users Social Media users on mobile ….
    301. 301. • How to for latest mobile OS – Example • How to for learning social media from user point of view • Jokes on Friends • Jokes on other Cities as compared to Mumbai- two friends on phone… • MGM plan explanation – White Board Animation - Example VIDEO CONTENT FOR THESE USERS
    302. 302. MINIMAL ADVERTISING IN THE AD UNIT – CREATIVE BASED ON INTENT AND CONTENT Tenets of the Approach
    303. 303. • AD unit to focus as a hook • Drive traffic to content on destination platforms • Communicate benefits of the services on the destination platform / App etc • Lead engagement to action NO ADVERTISING THROUGH ADS
    304. 304. CONTENT AS THE SPINAL CORD OF THE APPROACH Tenets of the Approach
    305. 305. • UGC, Video, SM Apps, Mobile Apps • Content Creation based on Analytics and Trends • Organic and Media Cost Benefit of Content CONTENT STRATEGY
    306. 306. WEB PRESENCE INSTEAD OF WEBSITE Tenets of the Approach
    307. 307. DISTRIBUTE CONTENT THROUGH THE WEB
    308. 308. MEASUREMENT OF THE ENTIRE AIDA CYCLE Tenets of the Approach Action Desire Interest Awareness
    309. 309. INVEST 30 % OF THE BUDGET INTO NON PAID MEDIA ENDEAVORS Tenets of the Approach 30%
    310. 310. • One needs to create Content for hundreds of Target Audiences • Customized Creative based on the Audience and Intent • Cost of Analytics and Measurement • Costs of Optimization • Costs of Managing Web Presence • Costs of Managing Multiple Partners • Education of Internal Stakeholders WHY CHANGE THE SPEND RATIO?
    311. 311. • Awareness - Impressions / Video Views / Pages views / Time Spent on Web Presence • Interest - Quote generated, Prices Compared • Desire – Filled up Lead, requested Call Back • Action – Bought the Product, Test Drive • Engagement – Cross Sell / Upsell / Advocacy MEASUREMENT
    312. 312. • Niche TG – thus min wastage • Increase impression share from audiences that deliver maximum ROI • Relevant Creative reduces Media Costs • Creation of Intellectual Property • Branding leading to Sales BENEFITS OF THIS APPROACH
    313. 313. EXAMPLE - DSPBLACKROCK HTTP://WWW.YOUTUBE.COM/WATCH?V=ENOQPOWBUPY
    314. 314. • The approach requires a lot more effort, but will deliver tremendous value 314 WHAT WE HOPED TO ACHIEVE
    315. 315. • Psychographic – Long Distance Running • Content – How to Run • Branding – Your Partner for the Longer Run • Distribution – YouTube, Yahoo videos, Mobango, Fitness Blogs etc. • Non paid Media – Tweets, FB updates • Paid Media – Promoted Video, PPC etc . EXAMPLE – DSP BLACKROCK
    316. 316. Thank you Vivek Bhargava Managing Director iProspect Communicate 2 @vivekbhargava vivek.bhargava@iprospectc2.com Benedict Hayes Vice President, Strategy iProspect Communicate 2 @benboombastic benedict.hayes@iprospectc2.com
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