Guava - Adtech 2011 Presentation

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Learn how Guava can help make your advertising budget go further...

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  • © copyright guava 01
  • 09/23/11
  • 09/23/11
  • Acronyms
  • 09/23/11
  • 09/23/11
  • Guava - Adtech 2011 Presentation

    1. 1. Beyond the Last Click: Making the most of your Search, Social and Display Opportunities Tim Cross Display Advertising Manager Martin Dinham Sales Director
    2. 2. <ul><li>Northern European Search Agency </li></ul><ul><ul><li>Established in 1998 </li></ul></ul><ul><ul><li>Full-service SEM company </li></ul></ul><ul><ul><li>Offices in UK, Denmark and Sweden </li></ul></ul><ul><ul><li>Staff : 55 UK, 145 Europe </li></ul></ul><ul><li>Part of the NetBooster Group </li></ul><ul><ul><li>Strong SEM background </li></ul></ul><ul><ul><li>9 Offices in Europe </li></ul></ul><ul><ul><li>4 Offices outside Europe </li></ul></ul><ul><li>Many awards won including; </li></ul><ul><ul><li>IMA Awards – Best Use of Search Finalists </li></ul></ul><ul><ul><li>Travolution Awards – Best Search Agency </li></ul></ul><ul><ul><li>Mobile Search Awards 2008 – Gold in Mobile SEO category </li></ul></ul>United Kingdom Denmark Guava offices Sweden Who are Guava? NetBooster offices
    3. 3. What do we do? <ul><li>Over ten years as a leader in search marketing </li></ul><ul><li>Natural Search (SEO) </li></ul><ul><li>Paid Search (PPC) </li></ul><ul><li>Analytics </li></ul><ul><li>Social Media </li></ul><ul><li>Website Design & Development </li></ul><ul><li>Display Advertising </li></ul>
    4. 4. Current Clients
    5. 5. What are going to cover? <ul><li>Why you need a partner who offers full visibility. </li></ul><ul><li>How looking at multiple channels and attributing value can help you to plan more efficiently. </li></ul><ul><li>Why technology is only part of the solution. </li></ul><ul><li>Do you really know where your budget is going? </li></ul>
    6. 6. Visibility How can you really know what is working and what is not if you don’t have the full picture?
    7. 7. <ul><li>For too long, online sales channels have been managed and measured as independent entities </li></ul><ul><li>Each channel has a different manager </li></ul><ul><li>Last-click attribution has been the industry standard </li></ul><ul><li>Little understanding of how channels interact with one another and most importantly… </li></ul>The Problem
    8. 8. How and where budget is being spent!
    9. 9. The Result <ul><li>Advertisers are missing insight about what drove that consumer down the sales funnel </li></ul><ul><li>Advertisers are missing opportunities by not leveraging that insight </li></ul><ul><li>Too many people are getting paid to manage different channels. This creates: </li></ul><ul><ul><ul><li>Conflict in budgets & communications </li></ul></ul></ul><ul><ul><ul><li>The inability to create an accurate cross-channel strategy </li></ul></ul></ul>
    10. 10. What we (you) really need to manage budgets effectively <ul><ul><li>To see how channels influence each other </li></ul></ul><ul><ul><li>To make decisions and recommendations based on accurate data </li></ul></ul><ul><ul><li>The option to automate bid management based on that information </li></ul></ul><ul><ul><li>Visibility of Fees, Charges, Rates and all other associated costs... </li></ul></ul>
    11. 11. The Solution: <ul><li>Look for an a partner that can manage campaigns across multiple channels, Search, Social and Display and most importantly …gives full visibility of what they are doing and why! </li></ul>
    12. 12. Attribution Where should I really be spending my budget?
    13. 13. Attribution Attribution modelling and full path-to-conversion analysis are a bit like teenage sex - everyone says they're doing it but hardly anyone is and those that are aren't doing it very well...
    14. 14. Current Attribution Model <ul><li>Last click gets all the credit </li></ul>Last Click  Conversion
    15. 15. Cross-Channel Attribution <ul><li>In reality, it is often more than one channel that lead to the final conversion. These channels deserve credit in assisting. </li></ul>Last Click Promoted Tweet Facebook Ad Pay Per Click Ad Banner Ad  Conversion
    16. 16. Attribution Modeling <ul><li>There is no RIGHT model... </li></ul><ul><ul><li>First click attribution </li></ul></ul><ul><ul><li>Last click attribution </li></ul></ul><ul><ul><li>Linear/equal weight attribution </li></ul></ul><ul><ul><li>Any custom attribution model </li></ul></ul>
    17. 17. Google is making things easier <ul><li>Google analytics now includes multi-funnel attribution that allows you to see the different touch points that users make before they convert. </li></ul><ul><li>Analytics is a free tool and can be easily set up to track conversions and show how each channel is influencing sales – simply put it’s now easy for everyone to look beyond the last click! </li></ul>
    18. 18. SSP, DSP, RTB, WTF? The platform is only part of the solution..
    19. 19. <ul><li>Advertisers are looking to find the right audience. Exchanges and DSPs are making it easier to buy large volumes of inventory – but this is only part of the solution. </li></ul><ul><li>As with search marketing its how you use the tools to find the right audience that will define the success of the campaigns. </li></ul>Its about the audience.
    20. 20. How to make the most of these tools <ul><li>Display campaigns are now more data driven than ever. </li></ul><ul><li>Digital marketers with a background in search where this kind of approach is the norm should be at an advantage. </li></ul><ul><li>There is little that is ambiguous in the search world and the display market is slowly but surely moving in the same direction. </li></ul>
    21. 21. Where is your budget really going? I already use exchanges... I already use networks...
    22. 22. Where are you currently? <ul><li>You might already have a display strategy but do you know exactly what you are getting for your money? </li></ul><ul><li>Are you using multiple partners for Search, Display, Social Media etc and if so are you able to leverage data from one channel to optimise another? </li></ul><ul><li>If not are you missing out? </li></ul>
    23. 23. Transparency on pricing <ul><li>Price Transparency – many suppliers still make between 40% and 50% gross profit on every deal – not bad! (for them..) </li></ul>
    24. 24. How it should be: <ul><li>As with search, advertisers should know exactly where their budget is going and the cost of what they are getting. </li></ul><ul><ul><li>Visibility of Fees, Charges, Rates and all other associated costs... </li></ul></ul><ul><ul><li>Visibility of sites being used (wherever possible) </li></ul></ul>
    25. 25. Ok – so let’s recap What am I actually trying to say here...
    26. 26. Summary <ul><li>All advertisers should have a cross channel strategy. If you don’t you are not seeing the bigger picture. </li></ul><ul><li>Don’t be bamboozled by technology – you still need someone to make it all work properly. </li></ul><ul><li>You should know where your budget is going – if your agency or network won’t give you this – why not? </li></ul>
    27. 27. Thank you for listening! If you have any further questions please feel free to contact us [email_address] [email_address]

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