Downloaded 15 times
Uploaded by4Ps Marketing
Advanced Digital Advertising
The document discusses advanced digital advertising techniques, emphasizing the importance of understanding advertising channels, real-time bidding (RTB), and measuring return on investment (ROI). It highlights the role of structured pay-per-click (PPC) advertising and the significance of relevance in determining advertising costs. Predictions for 2014 include rising costs for Google PPC, increased use of Bing, and a shift towards more common usage of RTB.
More Related Content
Similar to Advanced Digital Advertising
Advanced Digital Advertising
- 1. 4Ps Marketing Advanced DigitalAdvertising
- 2. What is AdvancedDigital Advertising? Working hard > achieve results There are no secret techniques Being clear what an advertising channel is offering you Spending your money more wisely
- 3. Achieving Ultimate DigitalAdvertising Coverage
- 4. Using Digital Advertisingto Generate Leads What do these networks offer? Awareness Consideration Conversion
- 5.
- 6.
- 8.
- 9. Direct Buys vsRTB Websites sell 30% of inventory direct to advertisers Up to 70% of remnant space is sold to ad networks and available for a heavily reduced price Advertisers then bid on this remnant available space in “real time” as users visit the website
- 10. Direct Quote £95 CPM £10Kinvestment for 100,000 Impressions
- 11. RTB £5 CPM £10K investmentfor 2 Million Impressions
- 12. How Long WillIt Last? More and more websites are getting on board to sell their remnant through RTB Historic trends – Facebook.com advertising: - Advertising costs tripled in a year
- 13. Measuring ROI Display activitywon’t drive a huge number of direct leads Users convert on brand visits most frequently, however: No Awareness No Brand No Leads
- 14. Measuring ROI Look for: -An increase in direct visits and leads on the website - An increase in branded keyword visits and leads - An increase in ‘conversations’ about the brand and the related product/service online:
- 15. Awareness Expectations need tobe clear from the start Don’t rely on one data source for evidence of return No awareness > no brand
- 16.
- 18. Good Structure WillDrive More Leads Pay per click advertising is an auction The more relevant you are to the auction, the less you pay per click The structure of your account affects relevance Therefore structure affects the amount you pay
- 19. Structure Relevance to akeyword is marked out of 10 (a quality score) based on: Advert Keyword Landing Page Keyword
- 20. Advert Relevance Business Software Cloud Software Advert Business Tools Online Company Software SME Software Solutions LowQuality Scores Business Software Cloud Software Business Tools Online Company Software SME Software Solutions High Quality Scores Advert Advert Advert Advert Advert
- 21. Advert Relevance Business Software Cloud Software Advert Business Tools Online Company Software SME Software Solutions QualityScore = 2/10 Business Software Cloud Software Business Tools Online Company Software SME Software Solutions Quality Score = 8/10 Advert Advert Advert Advert Advert £2.50 £2.50 £2.50 £2.50 £2.50 £1.50 £1.50 £1.50 £1.50 £1.50
- 22. Common PPC Questions Isn’tcreating an advert per keyword unrealistic time wise? Should I bid on competitor names? Should I use custom landing pages for consideration phase? Why bid on my own brand name?
- 24.
- 25.
- 28. Effective Retargeting Don’t spamusers – set a frequency cap A/B test messaging – be subtle without being missed Dynamic retargeting Use Google Analytics data to re-target the right people
- 29. Conversion Touch Points Display/RTB/Video/ Offline Social/Social Advertising SocialInteraction PPC/SEO Retargeting A N A L Y T I C SLoyalty Repurchase/Add-Ons Conversion Consideration Awareness
- 30. Important to remember Everythinghas exceptions Don’t take my word for it, go and test it! Remaining stationary > you’re going backwards
- 31.
- 32. Predictions for thenext year Cost per clicks to rise to new highs for Google PPC Bing advertising to become more commonly used Legal issues with bidding on competitor brand names Real time bidding to become a more commonly used method of display activity Cross device tracking with Universal Analytics to make it clearer how customers are interacting, directly affecting advertising focus