Scott Forrest, Digital Strategist & Head Of Digital Services at Be Media, presents a quick overview of Paid Digital Media in Australia to professionals in the ADMA Digital Marketing Certificate course in Perth on 26.10.17

2. Digital Paid Media
 Search Engine Advertising
 Social Media Advertising
 YouTube Advertising
 Retargeting & Remarketing
 Display & Programmatic
 Native Advertising
Online advertising expenditure was $7.6 billion in the twelve months ended 30 June 2017,
representing growth of 11.7% on 2016

3. Ohh… how digital has changed since I started out in the mid ‘90’s, and
if anything, the pace of change in creasing…

4. Search Engine Advertising

5. Only a few years ago, at least three organic search results were at the top of the page
and three in the right hand panel, all above the fold

6. Now only four paid ads and the “Local Stack” map listing is above the fold…

7. …unless it is a major Google Shopping Category targeted by eCommerce sites.

8. On mobile devices it can take two or three scrolls to get to organic search results

9. Now only four paid ads and the “Local Stack” map listing is above the foldHeadlines from 25 to 2 x 30 characters, Description Lines from 2 x 35 to one 80
character line & enhanced Display URL paths up to 15 characters
New expanded text ads are 47 percent bigger

10. Changes & New Features Coming to AdWords
 New Bidding Options - bid adjustments for time of day,
location & device
 Mobile Options - location extensions, call extensions, Google
Offers take of the daily deals sites
 Enhanced Campaigns – takes note of what device is executing
the search, correctly picks the right ad to run & reports mobile
advertising conversion type
 In-Market Audiences Come to Search - find prospects who are
nearing the end of the buying cycle
 Google Attribution – to answer the where did that
conversion actually come from”
The increased functionality, targeting options and bidding options along with dramatically
increased competition means you need an expert to get a good ROI from Google AdWords

11. 87% of Bing users come from Internet Explorer, the default browser on Windows machines.
Tend to be more-so blue collar 35+ in age and more likely to have children, based on their age.

12. Bings lower CPC leads to a lower Cost Per Acquisition on Bing than on Google

13. Social Media Advertising

14. Due to a small population and concentrated competition FB in
Australia is the 4th most expensive, 6th most competitive and 8th
highest converting market globally

15. Whether you want to use video, photo, carousel or slideshow
formats depends on your business goals, products and services

16. There are other formats for specific objectives but typically we use
video, carousel or photo formats in link ads to drive discovery,
photo dynamic ads for ecommerce and lead ads for online offers.

17. Key targeting parameters are: Demographic - age, gender, relationship status, education,
workplace, job titles etc; Location; Interests; and Behaviours - purchasing behaviours, device
usage and other activities

18. Instagram is the 3rd most popular social networking platform in
Australia with 5 million, predominantly female users aged 18-29,
68% of whom regularly interact with brands!

19. Instagram ads allow all the same targeting options but depending
on targeting are often 2x or 3x the cost of FB

20. You can run ads from the app but we recommend you to set up, run
and track campaigns in FB Business Manager, the same way as for
FB adverts, as it allows more control and better targeting.

21. The cost of an Instagram ad can increase if its audience is being
targeted by a lot of brands and ad managers need to be finely tuned
to the audience being targeted and what they are doing
5 Ingredients of Instagram Cost
1. Your Bid - choose a manual CPC bid or Automatic Bid where
FB chooses how to spend your entire ad budget to optimize
for your ad result
2. Estimated action rates - the past actions of the target users
& ad’s historical performance data
3. Ad quality and relevance – based on user feedback
4. Your audience targeting - ads with popular target audiences
are going to cost more
5. Day of week & time of year - weekends, public holidays,
university or school holidays and even large festivals.

22. LinkedIn is the 6th most popular social media platform with approx.
4,200,000 monthly active Australian professionals. It is great for B2B
advertising, recruitment and for Content Amplification

23. Boost content across devices to targeted audiences on desktop,
mobile, and tablet with targeting by location, job title, job function
company, company size, industry and more.

24. LinkedIn ads need a compelling headline, description and a 50x50
pixel image. They are sold by auction based on CPC or CPM pricing.

25. Twitter is the 9th most popular social media app with 2,900,000
25yrs to 55yrs, affluent, well-educated, urban, A/B demographic
users

26. Awareness is great for branding but for most campaigns we are
trying to drive website click and conversions.

27. Select the location and device targeting options before selecting additional targeting criteria
like follower, keyword, behaviour or interest targeting or use tailored audiences from
customer lists or web visits

28. Both a social media platform and TV station YouTube has 15,500,000 Unique Australians
Viewers with big consumer brands like Chemist Warehouse, Qantas, Bunnings, Telstra, Canon,
HP Australia some of the leading advertisers.

29. Both a social media platform and TV rival, YouTube has 15,500,000 Australian viewers with
Teens and young 20-somethings making up a higher proportion of users than any other age
demographic.

30. In Stream ads may be up to may be up to 30 seconds long but 15s works best right now. Big
consumer brands like Chemist Warehouse, Qantas, Bunnings, Telstra, Canon, HP Australia
some of the leading advertisers.

31. Conversion stats indicate the 15 second edit saw 51% of impressions,
but drove 83% of total conversions.

32. True view display ads that show when people are searching for specific information
work really well in longer formats if they are instructional or provide real value based
on the search intent.

33. Retargeting &
Remarketing

36. Display & Programmatic

37. Programmatic and Google Display Network both place display ads on a huge network of
sites across the internet

38. Our top performing ad sizes are the Medium Rectangle (300×250), Mobile Banner (320×50)
and Leaderboard (728×90) and these have the greatest market share.

39. Besides that top 3, the market is splintered with more then 15,000 different ad sizes with
49% triggered from the desktop and 51% is triggered from a mobile device

40. Programmatic Display uses powerful real-time bidding (RTB) in a more sophisticated way
than Google Display Network. It automates the process of buying ad space in real time
based on present user data.

41. Programmatic uses advanced AI to see the target audience members differently and predict
what will engage them in that moment.

42. The algorithms and AI learn relevant audience attributes related to specific dates, times
locations and devices to improve campaign efficiency to convert that target audience.

43. Our multi-page pixel strategy, where we apply code to each page of the website,
significantly reduces cost per accusation (CPA).

44. Native Advertising

45. Native advertising is a form of paid media where the ad experience follows the natural form
and function of the user experience in which it is placed.