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Google and Facebook Advertising
•
•
•
•

Bad execution vs. Bad strategy
Understanding the language
Becoming a smart consum...
Google and Facebook Advertising
• Google
• Facebook
• Landing Page Optimization (LPO)

DRIVING GROWTH in CHALLENGING TIMES...
Google Advertising
• What is paid search?
– AdWords
– Display
• remarketing, interests & topics, contextual keywords,
Dire...
Google Advertising
• INSERT SLIDE WITH IMAGES FOR EACH

DRIVING GROWTH in CHALLENGING TIMES
February 22-25, 2014 | New Orl...
What is AdWords
• You pay for a keyword – auction based pricing
• Clicks can be VERY expensive
• Quality score drives your...
Google Advertising
• INSERT REMARKETING IMAGE

DRIVING GROWTH in CHALLENGING TIMES
February 22-25, 2014 | New Orleans Conv...
Remarketing
• A marketer’s secret weapon
– Increases campaign cost by 15-20%
– Increases performance by 50%
– Powerful bra...
Google Advertising
• Video
– Very cost effective (geo targeting, low adoption)
– Big branding impact
– Video required

DRI...
Google Advertising
• Inefficiencies
– Geo-targeting and leakage
– Short tail vs. long tail
– Call tracking – 80% of servic...
Google Advertising
• Critical success factors
– Speed to lead (MIT/Harvard Research)
• 1 vs. 2 hr response – 7 times more ...
Google Advertising
• Issues/Risks
– Dangers of being #1
– Enhanced Campaigns
– Elasticity of demand – leverage the busines...
Understanding Business Cycles

DRIVING GROWTH in CHALLENGING TIMES
February 22-25, 2014 | New Orleans Convention
Center/Hi...
Facebook Advertising
• Facebook Advertising – what is it?
– Page post ads
– Right side-bar ads
– Dark ads (unpublished pos...
DRIVING GROWTH in CHALLENGING TIMES
February 22-25, 2014 | New Orleans Convention
Center/Hilton Riverside & Towers | New O...
Facebook Advertising
• Pricing models
– CPC (Facebook equivalent to PPC)
– CPM
– Optimized CPM (oCPM)

DRIVING GROWTH in C...
Facebook Advertising
• Critical success factors
– Building custom audiences
• Your own
• Targeting others’ audiences

– Po...
Facebook Advertising
• Issues/Risks
– The pursuit of “likes”
• Importance of “social proof”

– All leads not created equal...
Landing Page Optimization
• Digital Alchemy
– Traffic costs don’t change,
but results do!

• Multivariate analysis

DRIVIN...
Landing Page Optimization

DRIVING GROWTH in CHALLENGING TIMES
February 22-25, 2014 | New Orleans Convention
Center/Hilton...
Landing Page Optimization

DRIVING GROWTH in CHALLENGING TIMES
February 22-25, 2014 | New Orleans Convention
Center/Hilton...
PAGE A:

DRIVING GROWTH in CHALLENGING TIMES
February 22-25, 2014 | New Orleans Convention
Center/Hilton Riverside & Tower...
PAGE B:

DRIVING GROWTH in CHALLENGING TIMES
February 22-25, 2014 | New Orleans Convention
Center/Hilton Riverside & Tower...
WHICH PAGE
PEFORMED THE BEST?

A

B
DRIVING GROWTH in CHALLENGING TIMES
February 22-25, 2014 | New Orleans Convention
Cent...
PAGE B GENERATED:
24% MORE SALES
47% INCREASE IN REVENUE PER VISITOR

A

B
DRIVING GROWTH in CHALLENGING TIMES
February 22...
PAGE A:

DRIVING GROWTH in CHALLENGING TIMES
February 22-25, 2014 | New Orleans Convention
Center/Hilton Riverside & Tower...
PAGE B:

DRIVING GROWTH in CHALLENGING TIMES
February 22-25, 2014 | New Orleans Convention
Center/Hilton Riverside & Tower...
WHICH PAGE
PEFORMED THE BEST?

A

B
DRIVING GROWTH in CHALLENGING TIMES
February 22-25, 2014 | New Orleans Convention
Cent...
PAGE A GENERATED:
40% INCREASE IN SALES
41% INCREASE IN REVENUE PER SALE

A

B
DRIVING GROWTH in CHALLENGING TIMES
Februar...
ORDER TODAY

DRIVING GROWTH in CHALLENGING TIMES
February 22-25, 2014 | New Orleans Convention
Center/Hilton Riverside & T...
MARKETERS ALWAYS MEASURE!

DRIVING GROWTH in CHALLENGING TIMES
February 22-25, 2014 | New Orleans Convention
Center/Hilton...
dmonaghan@wsiworld.com
www.wsiworld.com/ifa

DRIVING GROWTH in CHALLENGING TIMES
February 22-25, 2014 | New Orleans Conven...
WSI World - IFA 2014
WSI World - IFA 2014
WSI World - IFA 2014
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Driving Growth in Challenging Times

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WSI World - IFA 2014

  1. 1. Google and Facebook Advertising • • • • Bad execution vs. Bad strategy Understanding the language Becoming a smart consumer General trend – supply and demand, arms race DRIVING GROWTH in CHALLENGING TIMES February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
  2. 2. Google and Facebook Advertising • Google • Facebook • Landing Page Optimization (LPO) DRIVING GROWTH in CHALLENGING TIMES February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
  3. 3. Google Advertising • What is paid search? – AdWords – Display • remarketing, interests & topics, contextual keywords, Direct placements – Product Listing Advertisements – YouTube DRIVING GROWTH in CHALLENGING TIMES February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
  4. 4. Google Advertising • INSERT SLIDE WITH IMAGES FOR EACH DRIVING GROWTH in CHALLENGING TIMES February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
  5. 5. What is AdWords • You pay for a keyword – auction based pricing • Clicks can be VERY expensive • Quality score drives your pricing and positioning • Impressions are free – clicks are paid for • Think differently vs. traditional direct response • AdWords (and other traffic) seeds remarketing DRIVING GROWTH in CHALLENGING TIMES February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
  6. 6. Google Advertising • INSERT REMARKETING IMAGE DRIVING GROWTH in CHALLENGING TIMES February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
  7. 7. Remarketing • A marketer’s secret weapon – Increases campaign cost by 15-20% – Increases performance by 50% – Powerful branding impact is the bonus DRIVING GROWTH in CHALLENGING TIMES February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
  8. 8. Google Advertising • Video – Very cost effective (geo targeting, low adoption) – Big branding impact – Video required DRIVING GROWTH in CHALLENGING TIMES February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
  9. 9. Google Advertising • Inefficiencies – Geo-targeting and leakage – Short tail vs. long tail – Call tracking – 80% of service based leads are phone calls DRIVING GROWTH in CHALLENGING TIMES February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
  10. 10. Google Advertising • Critical success factors – Speed to lead (MIT/Harvard Research) • 1 vs. 2 hr response – 7 times more likely to contact – Landing Page Optimization DRIVING GROWTH in CHALLENGING TIMES February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
  11. 11. Google Advertising • Issues/Risks – Dangers of being #1 – Enhanced Campaigns – Elasticity of demand – leverage the business cycle DRIVING GROWTH in CHALLENGING TIMES February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
  12. 12. Understanding Business Cycles DRIVING GROWTH in CHALLENGING TIMES February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
  13. 13. Facebook Advertising • Facebook Advertising – what is it? – Page post ads – Right side-bar ads – Dark ads (unpublished posts) • Advantages – Allows you to be active vs. passive (google) – Still untapped by advertisers – Capture more information – campaign building DRIVING GROWTH in CHALLENGING TIMES February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
  14. 14. DRIVING GROWTH in CHALLENGING TIMES February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
  15. 15. Facebook Advertising • Pricing models – CPC (Facebook equivalent to PPC) – CPM – Optimized CPM (oCPM) DRIVING GROWTH in CHALLENGING TIMES February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
  16. 16. Facebook Advertising • Critical success factors – Building custom audiences • Your own • Targeting others’ audiences – Power Editor (tool for power users) – Driving traffic outside vs. inside your FB page – Retargeting (leverage Google PPC, SEO, etc.) DRIVING GROWTH in CHALLENGING TIMES February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
  17. 17. Facebook Advertising • Issues/Risks – The pursuit of “likes” • Importance of “social proof” – All leads not created equal (high vs. low in funnel) • Track your cost per sale – analytics, call tracking etc. DRIVING GROWTH in CHALLENGING TIMES February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
  18. 18. Landing Page Optimization • Digital Alchemy – Traffic costs don’t change, but results do! • Multivariate analysis DRIVING GROWTH in CHALLENGING TIMES February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
  19. 19. Landing Page Optimization DRIVING GROWTH in CHALLENGING TIMES February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
  20. 20. Landing Page Optimization DRIVING GROWTH in CHALLENGING TIMES February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
  21. 21. PAGE A: DRIVING GROWTH in CHALLENGING TIMES February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
  22. 22. PAGE B: DRIVING GROWTH in CHALLENGING TIMES February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
  23. 23. WHICH PAGE PEFORMED THE BEST? A B DRIVING GROWTH in CHALLENGING TIMES February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
  24. 24. PAGE B GENERATED: 24% MORE SALES 47% INCREASE IN REVENUE PER VISITOR A B DRIVING GROWTH in CHALLENGING TIMES February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
  25. 25. PAGE A: DRIVING GROWTH in CHALLENGING TIMES February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
  26. 26. PAGE B: DRIVING GROWTH in CHALLENGING TIMES February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
  27. 27. WHICH PAGE PEFORMED THE BEST? A B DRIVING GROWTH in CHALLENGING TIMES February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
  28. 28. PAGE A GENERATED: 40% INCREASE IN SALES 41% INCREASE IN REVENUE PER SALE A B DRIVING GROWTH in CHALLENGING TIMES February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
  29. 29. ORDER TODAY DRIVING GROWTH in CHALLENGING TIMES February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
  30. 30. MARKETERS ALWAYS MEASURE! DRIVING GROWTH in CHALLENGING TIMES February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
  31. 31. dmonaghan@wsiworld.com www.wsiworld.com/ifa DRIVING GROWTH in CHALLENGING TIMES February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA

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