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Paid Media Strategies for Driving Efficiency

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Smx West 2014 Session #Smx #22D - Small Company; Big Resultspresentation Paid Media Strategies For Driving Efficiency By Angela Needham @Arageneedham Of Nina Hale

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Paid Media Strategies for Driving Efficiency

  1. 1. NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R YNINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y Small Company; Big Results March 12, 2014 Paid Media Strategies for Driving Efficiency
  2. 2. NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y CASE STUDY WHO WE ARE 2
  3. 3. NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y A SEARCH MARKETING + SOCIAL AGENCY • Established in 2005 • Google AdWords certified • Google Analytics and Omniture certified • Certified woman-owned business enterprise • Employee owned company effective January 2014 3
  4. 4. NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y Paid Placement Search Engine Optimization Localization Content Marketing Social Media Analytics & Measurement 4 WHAT WE DO
  5. 5. NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y CASE STUDY WHO I AM 5
  6. 6. NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y ANGELA NEEDHAM • Senior Search Specialist • Responsible for strategy and management of paid media accounts • Clients: Renewal by Andersen, Lifetouch, Landscape Structures, Hilton Head Health and more 6
  7. 7. NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y 7 PAID MEDIA STRATEGIES FOR DRIVING EFFICIENCY REFINED AUDIENCE TARGETING EXPANDED MEDIA CHANNELS IMPROVED ON- SITE EXPERIENCE
  8. 8. NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y REFINED AUDIENCE TARGETING 8
  9. 9. NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y Client A • Commercial manufacturing company • Sells products through a network of regional sales representatives • Annual paid media budget: $200K ($16K/month) 9
  10. 10. NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y 10 GOAL • Increase leads for high-profit product lines to generate additional sales and incremental revenue
  11. 11. NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y Unique Challenge • Client A has varying product lines with significant ranges in average profit from each line • Low search volume on branded product terms • Unable to use Product Listing Ads (PLAs) • Difficult to reach qualified audience through display network targeting 11
  12. 12. NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y Strategic Opportunity • Remarket to audiences who have indicated digital interest in a product line • Utilize Google Analytics Remarketing Lists to create audience segments based on site analytics • Example: – Viewed 2+ pages of products from a specific product line – Spent 0:45+ seconds on a product page from a specific product line 12
  13. 13. NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y Implementation 13
  14. 14. NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y Implementation 14 General Remarketing Ad Product Remarketing Ad
  15. 15. NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y 15 • Increased conversion rates drove 31% more leads • Improved efficiency decreased CPLs 16% RESULTS
  16. 16. NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y 16 TAKEAWAY Refine your audiences to remarket product lines and to reach users who are most likely to convert TAKEAWAY
  17. 17. NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y EXPANDED MEDIA CHANNELS 17
  18. 18. NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y Client B • Private college with on-campus and online programs for undergrad and grad degrees • Annual paid media budget: $300K ($25K/month) • Online competitors paid media budget: $50M+ ($4.1M/month) 18
  19. 19. NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y 19 GOAL • Improve campaign efficiency with a multi-channel media strategy
  20. 20. NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y Unique Challenge • Small company in a very competitive industry • Search keywords can cost up to 25% of Client B’s goal CPL 20
  21. 21. NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y Strategic Opportunity • Expand media channels to reach audience at a lower cost 21 $0.00 $5.00 $10.00 $15.00 $20.00 $25.00 $30.00 $35.00 Facebook Ads LinkedIn Ads Google AdWords Cable TV Radio Magazine Newspaper $0.25 $0.75 $2.75 $7.00 $8.00 $20.00 $32.00 MOZ.com Cost to Reach 1000 People
  22. 22. NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y Implementation • Launch paid media campaigns on LinkedIn and Facebook 22
  23. 23. NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y 23 • Drove 48% of program leads • Paid social CPLs 72% less than search and display RESULTS
  24. 24. NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y 24 TAKEAWAY Expand digital media channels to gain more visibility and efficiency through lower-cost media TAKEAWAY
  25. 25. NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y IMPROVED ON-SITE CONTENT 25
  26. 26. NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y Client C • Niche spa and retreat resort with different programs lengths and costs • Varying guest profiles and resort search terms • Annual paid media budget: $156K ($13K/month) 26
  27. 27. NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y 27 GOAL • Improve on-site content and experience to increase visibility and conversion rates
  28. 28. NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y Unique Challenge • Small site with limited content • Low Quality Score on many paid search keywords – Increases CPCs and decreases visibility – Poor landing page experience when search queries don’t match page content 28
  29. 29. NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y Strategic Opportunity • Create landing pages specific keywords to improve quality score • Tailor content on landing pages for unique audience segments 29
  30. 30. NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y Implementation • Current landing page environment 30
  31. 31. NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y Implementation • Health Retreat for Women landing page 31
  32. 32. NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y Implementation • Health Retreat for Men landing page 32
  33. 33. NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y 33 • Campaign leads increased MOM 125% • Campaign CPL decreased MOM 25% RESULTS
  34. 34. NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y 34 TAKEAWAY Improve on-site experience to increase visibility and conversion rates; decreasing CPL TAKEAWAY
  35. 35. NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y 35 PAID MEDIA STRATEGIES FOR DRIVING EFFICIENCY REFINED AUDIENCE TARGETING EXPANDED MEDIA CHANNELS IMPROVED ON- SITE EXPERIENCE
  36. 36. NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y Thank you 36 Angela Needham – Nina Hale, Inc. @araeneedham angela@ninahale.com

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