The document discusses digital planning and the path to conversion. It evaluates different platforms, sets goals, and measures performance. Goals include brand awareness, driving traffic, and conversions. The path to conversion involves awareness, engagement, research, introduction, re-engagement, continuing the conversation, and simple conversion. Each step aims to move users further down the funnel through targeted ads, emails, landing pages, and calls to action.

1. Digital Planning
Understanding the path to conversion.

2. Agenda
● Evaluating Platforms
● Setting Goals
● Measurement
● Path to Conversion

3. Evaluating Platforms
Understand the client’s platforms: desktop, mobile, social and apps
What is each used for?
● Informational
● Lead Generation
● Engagement
● Promotional Incentives
● Direct Bookings/Sales
How does each one vary from the other?

4. Setting Goals
What does the client say their goals are?
Are those the real or best goals?
Are the client’s platforms currently designed to achieve these goals?
What is the competition doing in the digital space?

5. What is the result?
Click-throughs are
not measured since
there is no call to
action.
Audience reach is
the main
measurement of
success.
Goal: Brand Awareness
What does this mean?
“I want the most users
to see my ads as
possible. I am not
concerned with any
actions taken after the
impression.”
How is it measured?
● Impressions
● Preroll views
● Completions

6. Goal: Brand Awareness

7. Goal: Drive Traffic
What does this mean?
“I want users to visit a
specific page.”
How is it measured?
● Ad click-throughs
● Unique visitors
● Page views
● Time spent
What is the result?
Users view specific
content.
Advertiser knows how
many users viewed
that content and how
long they viewed the
content.

8. Goal: Drive Traffic

9. Goal: Conversions
What does this mean?
“I want the user to take
a specific action.”
How is it measured?
● Downloads
● Sales in platform
● Promo code
redemption
● Reservations
● New sign-ups
What is the result?
There is a call-to-action
that tells the
users what action to
take.
The advertiser can
directly track the ROI
of the advertising
spend.

10. Goal: Conversions

11. Goal: Conversions

12. Goal: Conversions
Very reliant on the landing page content.
Unless we are able to optimize the conversion point,
we can only be held accountable for driving traffic.

13. Path to Conversion
Ad Landing
Page Conversion

14. Path to Conversion
Ad Landing
Page Email Facebook Landing
Search Page Conversion

15. Path to Conversion
Call to Action Call to Action What are they
searching for?
Make it personal. Follow up
on their
previous intent.
Acknowledge
that you know
who they are
and what
they’ve seen.
Seal the deal
Ad Landing
Page Search Email Facebook Landing
Page Conversion

16. Path to Conversion
Ad Landing
Page Email Facebook Landing
Search Page Conversion
Awareness: This is the first time the user comes
in contact with the brand. By default, this ad
accomplishes the goal of brand awareness.

17. Path to Conversion
Ad Landing
Page Email Facebook Landing
Search Page Conversion
Awareness:
● Display
● Pre-roll video
● Facebook Ads
● Twitter Ads
● Native Ads

18. Example

19. Path to Conversion
Ad Landing
Page Email Facebook Landing
Search Page Conversion
Engagement: Once users arrive on a brand’s
platform, they have engaged with the brand.
They are consuming content and/or
interacting with the platform.

20. Path to Conversion
Ad Landing
Page Search Email Facebook Landing
Page Conversion
Engagement:
● Existing page
● Custom landing page
○ “Squeeze” page

21. Example

22. Path to Conversion
Ad Landing
Page Email Facebook Landing
Search Page Conversion
Research: At this point the user is looking for
something. They are either comparing
products or in search of something they cannot
find.

23. Path to Conversion
Ad Landing
Page Email Facebook Landing
Search Page Conversion
Research:
● SEM
● Yelp Advertising
● Foursquare Promote
● SuperPages
● TripAdvisor

24. Example

25. Example

26. Example

27. Path to Conversion
Ad Landing
Page Email Facebook Landing
Search Page Conversion
Introduction: If you are able to obtain a user’s
email address, you can send an email to
formally introduce your brand. This shows the
user that they have been recognized as an
individual. Make a personal invitation to take
action.

28. Path to Conversion
Ad Landing
Page Email Facebook Landing
Search Page Conversion
Introduction:
● Use first names
● Welcome and Thank the user
● Address content the user was interested in
● Direct user to useful tools or information
● Incentivize to complete transaction
● Clear call-to-action button

29. Example

30. Path to Conversion
Ad Landing
Page Email Facebook Landing
Search Page Conversion
Re-engagement: Here you can reach the user
again through retargeting, and include the
context of the previous experience in the
creative. Show specific products, events or
services that were previously viewed.

31. Path to Conversion
Ad Landing
Page Email Facebook Landing
Search Page Conversion
Re-engagement:
● Retarget website traffic from specific pages
● Retarget Facebook fans

32. Only retarget your most
qualified users.
People who make it to a specific page
○ Shopping cart
○ Reservations
○ Product page

33. Path to Conversion
Ad Landing
Page Email Facebook Landing
Search Page Conversion
Continue the Conversation: The user is
returning, so you do not want to show them
something they have already seen. Offer them
a more compelling reason to convert, or take
them back to where they left off.

34. Path to Conversion
Ad Landing
Page Email Facebook Landing
Search Page Conversion
Continue the Conversation:
● “Welcome back”
● “Did you also know”
● “We won’t let you go again—10 free points
for booking now”

35. Path to Conversion
Ad Landing
Page Email Facebook Landing
Search Page Conversion
Simple Conversion: Make it easy for the user to
convert. Short sign up, intuitive checkout or
easy to redeem offers. The action steps should
be very clear and straightforward.

36. Path to Conversion
Ad Landing
Page Email Facebook Landing
Search Page Conversion
Simple Conversion:
● Auto-fill with Facebook connect
● Minimize steps
● Require pertinent info only

37. Traditional

38. Digital

40. jarrett@rsq.com
@jarrettmccraw
linkedin.com/in/jarrettmccraw