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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

Transcript

  • 1. MARKETING MASTER CLASS Leveraging Digital for Customer Acquisition and Brand Building
  • 2. WE ARE LIVING IN THE DIGITAL AGE It is not about Digital Marketing anymore… 2
  • 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. 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. ROLE OF ORGANIC SEARCH IN CUSTOMER ACQUISITION Chapter 1 5
  • 6. GOOGLE
  • 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. • 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. • 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. • 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. • 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. 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. SEO
  • 14. WHICH SEO SHOULD WE USE? White Help Google? Black Break Google? OR
  • 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. In short… no! DOES IT HAVE A FUTURE?
  • 17. Complement and help Google to achieve it’s mission WHITE SEO
  • 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. INFORMATION
  • 20. Lets ask Google: Are these forms of content? WHAT IS INFORMATION?
  • 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. Content should be the spinal cord of all our digital endeavors. OUR BELIEF THIS IS NOW THE NUMBER ONE FUNDAMENTAL FOR SEO
  • 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. ORGANISED
  • 25. • Site structure • Content structure • Location settings • Sign posting HOW DO WE ORGANISE?
  • 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. • 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. • Content must be indexable • Content should be semantically marked up – <title>, meta="description", <H1>, alt="",title="" • Use microdata, microformats or RDFa: CONTENT STRUCTURE
  • 29. POSSIBLE SNIPPETS • Reviews • Ratings • Breadcrumbs • Logo • Images • Videos • Author • Publisher • Address • Phone Number • E-mail • Price
  • 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. • 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. USEFUL
  • 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. • 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. • 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. • 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. • 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. Search on “information management” IBM CASE STUDY Page does not connect with the visitors 38
  • 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. • 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. • 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. • 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. SOCIAL MEDIA VERY USEFUL
  • 44. 44 How do Social Signals fit in?
  • 45. OF OLD
  • 46. 46 SEO OF OLD WHERE HAD WE EVOLVED TO…
  • 47. WHAT CHANGED?
  • 48. DOOMSDAY FOR SEO
  • 49. THE P-TEAM The Internet Sheriffs Penguin Penguin 2.1 Panda
  • 50. 50 DETERMINE
  • 51. 51
  • 52. Targets: • Low quality links / Paid links • Irrelevance • Over optimised anchor texts • Automation THE PENGUIN UPDATES THE END OF SPAMMY LINKS
  • 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. Targets: • Thin content • Content farms • Content quality PANDA UPDATE THE END OF BAD CONTENT
  • 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. DOES SEO HAVE A FUTURE?
  • 57. FOLLOW THE MISSION
  • 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. DETERMINING USEFUL?
  • 60. PageRank Links EngagementBounce Rate Speed Load Times Virality Social Signals DETERMINING USEFUL
  • 61. WHY SOCIAL?
  • 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. • 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. • 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. The principle is simple - what could be better for Google than an actual person endorsing content? …you own the person! INTEGRATION OF SOCIAL
  • 66. WELCOME TO THE WORLD OF GOOGLE+
  • 67. Twitter and Facebook would not play with Google So Google did it alone.. INTEGRATION
  • 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. • Simplistically if my friends like it surely I will like it…. HOW DOES THIS EFFECT PERSONLISED SEARCH?
  • 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. THE DARK SIDE OF SOCIAL SPAM
  • 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. Not possible… • Aggressive in built vetting system to detect fraud and delete fake accounts BLACK: SOCIAL SPAM? FACEBOOK
  • 74. Not possible… • No followers where is the value? BLACK: SOCIAL SPAM? TWITTER
  • 75. WHAT ARE SOCIAL SIGNALS
  • 76. 76 Bookmark Vote Post Re-share CommentReview Your social ecosystem
  • 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
  • 79. 79 HOW THE RESULTS ARE CHANGING THE MORE SOCIAL WE GET THE MORE THEY WILL CHANGE Word of Mouth
  • 80. 80 HOW THE RESULTS ARE CHANGING REVIEWS
  • 81. 81 CORRELATING SEARCH DATA STUDY BY SEARCH METRICS
  • 82. CLEAR INDICATORS OF INTENT
  • 83. 83 TWITTER + GOOGLE IT STOPPED JULY 2011
  • 84. 84 SOCIAL SEARCH RESULTS NO LONGER AVAILABLE BUT…
  • 85. 85 ALTHOUGH NOW REMOVED… +1 METRICS IN WEBMASTER TOOLS
  • 86. 86 GOOGLE ANALYTICS SOCIAL INTERACTION TRACKING
  • 87. G+ AUTHOR INTEGRATION
  • 88. 88 Google Counter- Espionage
  • 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. • 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. CONTENT MARKETING A need for a new approach
  • 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. 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 Pandering to the Panda
  • 95. “ CONTENT QUALITY Spend ₹1 Lac. on One Brilliant Content Piece than spending ₹1 Lac. on a Hundred Content Pieces that are CRAP!!
  • 96. • Grammar • Spelling • Syntax • Semantics • Informative • Relevant • Engaging CONTENT QUALITY Have Editorial Quality Content!
  • 97. Pandering to the Penguin
  • 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. 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. 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. AUTHOR RANK A brief overview of
  • 102. AuthorRank + PageRank = Better Rankings RANKINGS
  • 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. GOOGLE+ INTEGRATION Example of a fully integrated author
  • 105. UNIVERSALLY ACCESSIBLE
  • 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. • 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. • For India especially this is a huge growth area • Internet enabled handsets for less than ₹4,000/- • What to do… MOBILE
  • 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. • 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. • 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. • 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. CONCLUSION
  • 114. 5 Rules for Bulletproof SEO
  • 115. RULE NUMBER ONE 1
  • 116. RULE NUMBER TWO PROMOTE YOUR CONTENT! 2
  • 117. RULE NUMBER THREE 3
  • 118. RULE NUMBER FOUR 4
  • 119. RULE NUMBER FIVE 5
  • 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. ROLE OF PAID MEDIA IN CUSTOMER ACQUISITION Chapter 2 121
  • 122. HOW DOES SEARCH MARKETING WORK? The Auction Principle 122
  • 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 USER TYPES IN KEYWORD Keyword
  • 125. 125 SEARCH ENGINE RESULTS PAGE (SERP) Ad Copy Ad Copy
  • 126. Campaigns Ad Groups Ad Units Keywords 126 ADWORDS STRUCTURE
  • 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 AD UNITS BASIC TEXT UNIT Title (25 Characters) Display URL (35 Characters) Description line 1 (35 Characters) Description line 2 (35 Characters)
  • 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. 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 TRAFFIC QUALITY VS. VOLUME High Low High Low
  • 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. 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 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 WHERE DO I APPEAR ON THE PAGE THE AUCTION
  • 136. QUALITY PAYS
  • 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. • 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. • 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 ZOOMIN EXAMPLE: INTENT MAPPING Answering Intent: “Photo Prints” Creating new Intent: “Print photos at affordable prices at Zoomin” Mapping Intent Answering new intent
  • 141. SEARCH INNOVATIONS 141
  • 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. • 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 COMMUNICATION EXTENSIONS AVAILABLE BUTTONS Get updates Get alerts Get offers Subscribe Subscribe to newsletter
  • 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. • 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. • 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. • Show a link to your mobile or tablet app right below your ad APP EXTENSIONS
  • 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. • Show how many Google+ page followers your business has on your ads. SOCIAL ANNOTATIONS
  • 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. • 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. • 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. IPROSPECT C2 PROPRIETARY TECH Search Innovations
  • 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. • 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. • 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. GDN Google Display Network 158
  • 159. 159 The GDN reaches over 90% of all internet users! Nielson 2012
  • 160. DISPLAY CONTEXTUAL TARGETING HINDUSTANTIMES.COM Ads Appear Relating to The Content of The Page
  • 161. TEXT CONTEXTUAL TARGETING GMAIL
  • 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. • 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. YOUTUBE 164
  • 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. YOUTUBE THE NO.1 ONLINE VIDEO SITE IN INDIA 166
  • 167. 167 YOUTUBE YOUTUBE REPLACED NICHE & ENGLISH TV BUYS IN 2013!
  • 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. Male 63% Female 37% Demographics 169 YOUTUBE DEMOGRAPHIC USER BASE Age 80% audience in the age group 15-34
  • 170. YOUTUBE AD UNITS 170
  • 171. 171 YOUTUBE MASTHEAD Standard Expandable
  • 172. Mast Head 172 YOUTUBE CLEAR SHOWCASED THEIR TVC ON THE YOUTUBE MASTHEAD Reaching 2.5 million users in 1 day
  • 173. 173 YOUTUBE TRUEVIEW Only pay for Ads that are watched!
  • 174. 174 YOUTUBE FIRST WATCH PLACEMENTS
  • 175. YOUTUBE AD VARIANTS
  • 176. Display Text Ad Here YOUTUBE ADS ON KEYWORD RELATED SEARCH
  • 177. Place Text Ads on Videos YOUTUBE ADS IN RELEVANT VIDEOS
  • 178. 178 YOUTUBE PREMIUM LONG FORM CONTENT IIFA Box Office India v WI IPL Royal Wedding Budget
  • 179. 179 MOBILE ADVERTISING OPPORTUNITIES Mobile Roadblock In Search Ads In Stream Brand Page
  • 180. AUTOMATION Where do I start? 180
  • 181. DIGITAL BARRIERS TO ENTRY 181
  • 182. A MASSIVE SHIFT IN ENGAGEMENT 182
  • 183. GLOBAL DIGITAL AD SPEND 183
  • 184. Ad Serving Bid Management Campaign Automation 184 TECHNOLOGY A BRIEF HISTORY OF TIME
  • 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 SINGLE MANAGEMENT PLATFORM MARIN SOFTWARE
  • 187. 187 MARIN SOFTWARE REVENUE ACQUISITION MANAGEMENT PLATFORM
  • 188. BID OPTIMIZATION Bid Optimization Campaign Management-Driven ROI 188
  • 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 OPTIMIZE BASED ON USER-DEFINED GOALS
  • 191. 191 MARIN MODELS COST AND VOLUME Marin Forecasting allows marketers to understand tradeoffs between volume, cost, and profit.
  • 192. 192 PORTFOLIO MANAGEMENT THE LONG TAIL
  • 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. DYNAMIC CAMPAIGN OFFERINGS 194
  • 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. • 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. • 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. • 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. RE-MARKETING The principle of: 199
  • 200. • Traditional Re-targeting • Google Search Re-targeting • 3rd Party Search Re-targeting RE-MARKETING / TARGETING 200
  • 201. TRADITIONAL RE-TARGETING 201
  • 202. 202 TRADITIONAL RE-TARGETING USER VISITS THE PAGE BUT DOES NOT TAKE A LEAD
  • 203. ADS DISPLAYED TO YOUR AUDIENCE 203
  • 204. GOOGLE SEARCH RE-TARGETING 204
  • 205. 205 GOOGLE SEARCH RE-TARGETING USER VISITS THE PAGE BUT DOES NOT TAKE A LEAD
  • 206. GOOGLE SEARCH RE-TARGETING 206
  • 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 THIRD PARTY SEARCH RE-TARGETING USER SEARCHES ON A KEYWORD
  • 209. 209 ADS DISPLAYED TO YOUR AUDIENCE ACROSS THE DISPLAY NETWORK
  • 210. WORKFLOW: 210 3RD PARTY SEARCH RE-TARGETING SUMMARY Choose Keywords Pick creative for each keyword Specified Ad displayed to specific audience
  • 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. PROGRAMMATIC BUYING 212
  • 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. 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. A shift from buying “Adspace” to buying “audience profiles” FUNDAMENTALLY….
  • 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. 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. 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. • 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. Verification / Privacy Data InventoryTechnology SAMPLE TECH STACK PARTNERS Campaign Management Inventory Management Brand Safety Data Management
  • 221. KEY CONSIDERATION #3: BRAND SAFETY Brand Safety • Targeting viewable impressions • Content Categorization • ReduceWastage • Increase Efficiencies • White List “bank” • Efficient CPM
  • 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. EVOLUTION OF SOCIAL ADVERTISING 223
  • 224. 224 FACEBOOK
  • 225. 225 US FACEBOOK AD REVENUE
  • 226. 226 FACEBOOK Q4 2012 MADE $168M FROM ADS IN ASIA
  • 227. 227 YOUR CUSTOMERS ARE ON FACEBOOK FACEBOOK INDIA (2013)
  • 228. DEMOGRAPHICS FACEBOOK INDIA
  • 229. USAGE FACEBOOK INDIA
  • 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. 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. 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. 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. • 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. 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. PUBLISHING Targeting Posts Scheduling Posts Offers, events & milestone
  • 237. REACHING THE RIGHT AUDIENCE Facebook ads make it very convenient for the brands to reach the target audience & get the message across
  • 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. FACEBOOK AD INTERFACE
  • 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. CREATING AN ADVERT TARGETING TO REACH THE RIGHT PEOPLE
  • 242. VIRAL ADS TARGET FRIENDS OF FANS
  • 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. 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. 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. FACEBOOK AD FORMATS
  • 247. FACEBOOK ADVERTISING THROUGH FACEBOOK
  • 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. • 25 character headline • 90 character description • 100x72 pixel image • Targeting based on demographics 249 FACEBOOK AD FORMATS SIDE BAR ADS
  • 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 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. • 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 TWITTER
  • 254. TWITTER ADVERTISING OPTIONS
  • 255. TWITTER PROMOTED ACCOUNTS
  • 256. TWITTER PROMOTED TRENDS
  • 257. TWITTER PROMOTED TWEETS
  • 258. 258 TARGETING OPTIONS TWITTER INDIA
  • 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. • Visible to all users • Time, context, event sensitive promoted by advertisers • Current cost for 1 day is $200,000 260 PROMOTED TRENDS
  • 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. • 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. MOBILE The dawn of… 263
  • 264. THERE ARE MORE THAN 90 MILLION SMARTPHONE INTERNET USERS IN INDIA Mobile has a 97% Reach in India
  • 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 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. 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 THE INDIA STORY
  • 269. 269 YOUR CONSUMER IS SEARCHING FOR YOU % OF MOBILE QUERIES BY VERTICAL
  • 270. 270 INDIA MOBILE OPPORTUNITY AUDIENCE SEGMENTATION
  • 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. 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 MOBILE IS LOCAL COMPANION INDIANS RELY ON MOBILE TO SEARCH FOR LOCAL INFORMATION
  • 274. 274 TARGETING OPTIONS
  • 275. 275 MOBILE – SEARCH, DISPLAY & YOUTUBE Display Rich Media Display YouTube Search
  • 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 AD FORMATS 360 view Lead Form Video Interactive Mobile Advertising increases engagement and leads HTML5
  • 278. 278 IN APP & EXPANDABLE ADS
  • 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 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. 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. 282 360° CAMPAIGNS
  • 283. 283 CASE EXAMPLES SOURCE: INMOBI
  • 284. 284 CASE EXAMPLES SOURCE: INMOBI
  • 285. 285 CASE EXAMPLES SOURCE: INMOBI
  • 286. 286 CASE EXAMPLES SOURCE: INMOBI
  • 287. BRAND BUILDING THROUGH DIGITAL Session 3
  • 288. Persistent question for 15 years !
  • 289. 5 years back – NO Today – Resounding YES !
  • 290. What changed ?
  • 291. Adwords – sort of birth of Digital Advertising
  • 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. 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. • 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. The need for a new approach ?
  • 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. Content can influence the price of advertising KEY DIFFERENCE
  • 298. Tenets of the approach
  • 299. END OF SEC A, B – IDENTIFY PRECISE TG FOR YOUR BRAND / PRODUCTS Tenets of the approach
  • 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. • 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. MINIMAL ADVERTISING IN THE AD UNIT – CREATIVE BASED ON INTENT AND CONTENT Tenets of the Approach
  • 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. CONTENT AS THE SPINAL CORD OF THE APPROACH Tenets of the Approach
  • 305. • UGC, Video, SM Apps, Mobile Apps • Content Creation based on Analytics and Trends • Organic and Media Cost Benefit of Content CONTENT STRATEGY
  • 306. WEB PRESENCE INSTEAD OF WEBSITE Tenets of the Approach
  • 307. DISTRIBUTE CONTENT THROUGH THE WEB
  • 308. MEASUREMENT OF THE ENTIRE AIDA CYCLE Tenets of the Approach Action Desire Interest Awareness
  • 309. INVEST 30 % OF THE BUDGET INTO NON PAID MEDIA ENDEAVORS Tenets of the Approach 30%
  • 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. • 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. • 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. EXAMPLE - DSPBLACKROCK HTTP://WWW.YOUTUBE.COM/WATCH?V=ENOQPOWBUPY
  • 314. • The approach requires a lot more effort, but will deliver tremendous value 314 WHAT WE HOPED TO ACHIEVE
  • 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. 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