Geary LSF University Presents: Paid Media Discipline


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The Geary LSF University is pleased to present an advanced course on how to implement Paid Media skills such as Paid Search, Display Marketing, and Retargeting into your marketing campaign. With real-world examples and case studies, you're sure to learn everything you need to know about digital advertising.

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Geary LSF University Presents: Paid Media Discipline

  1. 1. Media Discipline Course Presented: August 22, 2013 Media Discipline Course Geary LSF University Presented: August 22, 2013 Presented by: Liz Serafin
  2. 2. Training Purpose and Agenda • Media Discipline Course Purpose: To provide “real world” application of concepts taught within Media 101 and Advanced Display courses. • Training Agenda – Paid Search Audit Example: Putting PPC Knowledge to use in identifying optimization opportunity. – Media Plan Example: Putting knowledge to use in formulating a new campaign plan. – Q and A
  3. 3. PPC Audit Methodology • Audit YTD 2013 • Examining performance data in multiple dashboard views • Provide insights to improve account performance • Identify best practices that can be applied to future account activity Examine Structure & Architecture Separation of Campaigns Details Relevancy Ad copy messaging Devices Ranking / Bidding Networks Keywords SettingsTracking
  4. 4. Executive summary • Geary LSF Performed an audit of the Grantham AdWords account to identify the foundational strengths as well as areas for improvement that would lay the groundwork for tactical plan development for a PPC program. • Account has strong foundation with multiple identified opportunities for improvement/scale. • Findings and recommendations are based on preliminary analysis of Grantham’s AdWords account.. • Profile-wide KPI’s: – 44,295 Clicks – $203,700 Total Spend ($29-$30k average monthly) – 0.50% CTR (Average) – $4.60 Average CPC (increasing) – 1,190 Conversions – $106.23 Cost per Conversion (significantly lower for branded) – 4.39% Conversion Rate (Average)
  5. 5. Current campaign wins • Strong foundational architecture allows for ease of identifying performing vs. non- performing segments, and optimizing based on specific programs. – Separation of brand vs. non-brand campaigns. – Separation of campaigns by program type. – Separation of campaigns by device (Prior to enhanced campaigns migration) – Separation of search vs. display campaigns • Maximization of branded campaign budgets – “always on” • Presence of remarketing campaigns • Some separation of match type by ad group • Minimum of 2 ads in rotation for each ad group • Utilizing dayparting tactics • Using SiteLinks • Using Call Extensions • Using negative keywords
  6. 6. Identified Opportunities
  7. 7. Keyword Match Types • Finding – Campaign spend is dependent on Broad and Phrase match keywords which doesn’t allow for maximum campaign control or performance • Details – Broad match keywords represent slightly higher volume composition than Exact and Phrase. – Broad Match keywords account for the highest spend, and highest Cost per Conversion, with the lowest conversion rate. – Exact match keywords drive an exponentially stronger CTR compared to the other match types, and a significantly lower CPC – Exact match is driving the strongest conversion rate, at the most efficient CPC • Opportunities – Negative match type mirror strategy – Separation of campaigns by match type 36% 32% 32% Keywords by Volume Broad Exact Phrase
  8. 8. Keyword Status • Finding – Over 40% of keywords are requiring a premium bid due to Quality Score. • Details – There is a large portion (44%) of active keywords that have a low quality score – Paying a premium CPC to drive traffic in comparison to higher quality score keywords ($11 vs. $2.20) – 5% of active keywords are falling below the first page positions, limiting traffic. • Opportunities – Refine group structure for low quality score keywords in order to more specifically tailor ad copy and landing page experience. – Evaluate longer term performance of keywords below first page bid to define revised bid strategy.
  9. 9. Ad Group Structure • Finding – Ad groups contain mix of long tail and high volume terms. • Details – High volume keywords likely cannibalizing traffic from lower volume, more specific keywords. – Current structure prevents tightly themed ad copy application, which may be contributing to low quality scores. • Opportunity – Revise ad grouping and campaign structures to separate high volume from long tail keywords.
  10. 10. Landing Page Experience • Finding – Multiple landing pages exist, however, opportunity to further tailor a specific user experience. • Details – Currently landing pages exist that speak to Military, General, and Specific Program categories. However, based on low quality scores, and some findings (example above), opportunity exists to continue to refine a more relevant user experience. • Opportunity – Content specific pages for keyword categories like Graduate School Admissions tests – Military branch specific landing pages to align with account structure – Conversion optimization Keyword: GRE
  11. 11. SiteLinks Optimization • Finding – SiteLinks Augment Overall Performance (CTR and Conversions), but need to be optimized • Details – SiteLinks have not been migrated to new format under Enhanced Campaigns. (Benefit of new format is ability to track each SiteLink individually). • Opportunity – Migration of SiteLinks to new format, with ability to track each individually. – Testing of additional wording or SiteLinks combinations to further augment performance.
  12. 12. Mobile Tactics • Finding – Mobile drives cost efficient performance, but is not being maximized or customized. • Details – Mobile CPC’s are ¼ that of desktop, which translates into a cost efficient Cost per Conversion. – Mobile conversion rates are on par with that of desktop. – Current account does not utilize mobile preferred ads. Mobile CTR is lower than that of desktop. – Only some campaigns have mobile bid multipliers in use. Some are suppressing mobile devices all together. • Opportunity – Create mobile preferred ads to improve CTR. (With call extensions) – Track calls resulting from mobile. – Enable mobile bid multipliers across campaigns (based on analysis of historical data).
  13. 13. Impression share SOV • Finding – There is room to grow current paid search efforts due to campaign quality, keyword matching and budget restraints; Impression Share is less than 25% • Opportunity – Adjust budget caps to maximize SOV based on spend. – Work towards improving quality score to offset amount of impression share being lost due to rank factors.
  14. 14. Summary of Opportunities • Improve quality score to drive better cost efficiency – Restructure ad groups for a more relevant ad and landing page application. – Continue to develop more specific landing page experiences. – Ensure bidding strategy promotes first page exposure. • Capitalize on mobile performance – Enable mobile across campaigns – Formulate mobile preferred ads – Define appropriate mobile bid multipliers • Maximize SOV, particularly on exact match keywords, which drive the strongest performance. Expand exact match keyword set. • Migrate and optimize SiteLinks to improve CTR and Conversions. • Track calls and account for them in bidding strategy.
  15. 15. Media Plan Development Example The Fresh Market
  16. 16. Digital Media Campaign Overview Markets • Houston, TX metro area • Metro’s around existing Fresh Market store locations Target Audiences • Males & Females between the ages of 25-64 years old • Organic food eaters, health enthusiasts, nutrition conscious Campaign Media Goals • Create awareness and brand lift for Houston Store openings • Increase reach against target audience that will engage with the Fresh Market website • Promote select 4th of July catering/deli platter initiatives
  17. 17. 2013 Paid Media Goals and Objectives Store Opening Holiday Promotion Goals/Objectives • Drive awareness of The Fresh Market store opening among local target audience •Establishing brand positioning and creating the foundation for a strong PPC campaign in the future • Drive user interest in Fresh Market’s products & services. through promotion of specific holiday products • Increase online and offline sales of holiday promotional platters Means of Measurement •Track impressions & clicks •Measure engagement of site content (i.e. New vs. Returning visits - Google Analytics) • Track online orders • Track store locator views/directions widget
  18. 18. 2013 Paid Media Goals and Methodology Goals Methodology Store Opening Holiday Promotion Brand Awareness • Branded keywords • Relevant brand modified product terms • CPM based cost model for efficient impression volume • Promotional product keywords • CPM based cost model for efficient impression volume Brand Positioning • Non-branded product terms • Promote The Fresh Market as synonymous with premium quality • Rich Creative that compliments existing website look and feel • High volume modified promotional keywords (ie. best) • Promotional product imagery Increase Site Traffic • Brand keywords • Leveraging display creative focused on site content (food recipes) • Enhanced ad network optimization & audience refinement • Promotional product keywords • Strong call to action ad copy messaging • Enhanced ad network optimization & audience refinement
  19. 19. Paid Search Benefits • Reach users when they are actively looking for you. – “Bottom of the funnel” users. – Users qualify themselves. • Search Engines represent one of the single best traffic driving sources online. • Ability to influence brand exposure (positioning and frequency). • Ability to customize marketing message.
  20. 20. Display Targeting Capabilities
  21. 21. Paid Search Recommendation: Houston Store Opening • Focus on Fresh Market brand related keywords. • Heavily focus on use of Brand in ad copy to pre-qualify users and in effort to gain residual branding effect from search ads. • Utilize Sitelinks to highlight specific areas of the site that might be of interest to target audience. • Target individual devices for testing and customization purposes.
  22. 22. Paid Search Recommendation: Holiday Promotion • Focus on three categories of keywords: • Fresh Market branded keywords • Deli Platters / Catering • 4th of July party recipes • Test ad copy messaging • General Platters/Catering • Holiday specific • Target individual devices for testing and customization purposes.
  23. 23. Example of Contextual Display
  24. 24. Facebook Advertising Males/Females Age: 25+ Living within 25 Miles of Houston, TX Interested in: Cooking, Beer, Wine, Spirits, Organic Products, Food, Dining Target Audience
  25. 25. Store Opening Campaign Option 1 Paid Search • Branded Only GDN • CPM Model Facebook • N/A Projected Impressions Option 2 Paid Search • Non-brand keyword coverage Ad Network • Premium audience targeting • Enhanced Engine optimization Facebook • Food enthusiasts Projected Impressions
  26. 26. Holiday Promotional Campaign Option 1 Paid Search • Promotional Product Keywords Only GDN • CPM Model Projected Impressions Option 2 Paid Search • High Volume Root variations Ad Network • Premium audience targeting • Enhanced Engine optimization • Look-a-like modeling Projected Impressions
  27. 27. Store Opening Options
  28. 28. Holiday Promotional Options
  29. 29. Thank You.