Supercharging Digital Advertising - SEMA Education Series 2022

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SEMA SHOW
EDUCATION

Supercharge
Your digital Ad campaigns
Jason Dodge - Founder
BlackTruck Media + Marketing

Big takeaways
01
Understand the Shifts in Digital
02
Identify with Customers
03
Define the What & Understand the Why
04
En...

trendsetting
Unpacking Online Performance Retail Trends

80 percent
Research Online

trendsetting
eCommerce Growth Since 2019

15 percent
2019 Global Sales - Online

21 percent
2021 Global Sales - Online

23 percent
2022 Global Sales Projections

Leveled Off
2021 to Now

31 Percent
Sales Volume in 2026

$1.6 Billion
Estimated by 2028

trendsetting
Unpacking Digital Advertising

113 million
iPhone Users Exist
Credit: Redferns

Google Says
Bye To Cookies
2023 or 2024

Cookies?
Feed the Publishers

First-party data
is Gold
Understand the Power of
Your Customer Data
Credit: Wordstream

Customers change
Millennials PLOTTCREATIVE.CO.UK

Action: Digital strategies
Crafting digital ad strategies that work

purpose
Flexibility with your ad dollars

Why
Visually see the impact

Action: Platforms
Understanding Campaign Types

Search ads
High Commercial Intent

30 percent
Global Web Traffic
Is Search Traffic

Search Accounts for
40% of Purchase
Influence
“
“

Anatomy of
search ads
holley terminator x for ls
swap
holley chevelle ls swap
ls swap holley
holley ls swap parts
holley l...

What’s performing best?
Embracing machine learning

Responsive
ad design

Own more
real estate

Sitelinks

Callouts

Structured
Snippets

Image
Extensions

There’s More!
Phone (call) Extensions
Location Extensions
Affiliate Extensions
Price Extensions

Display Ads
Disruptive but Targeted

Display Ads
Audience Targeting
Eliminates the ad waste
Keep focused on those more likely to buy
No discount traffic here

What’s performing best?
Not your father’s banner ads

Display Ads
Rise of Responsive Display Ads

Display Ads
Audience Tuning

Social ads
Facebook
Instagram
LinkedIn
Pinterest
Reddit
TikTok

3.6 Billion
Active Social Media Users

Social ads
Audience Targeting
Leverage List Data
Hyper Focused on Interests
Retargeting Previous Visits

Social ads
Enthusiast
Established
Family
Homeowner
Business Owner

What’s performing best?
Action & Movement Equals Engagement

Action: Your Customers
Audience Tuning for Maximum Gains

Audience layering
Layer on the in-market and adjust your bid strategies in accordance
Hotels & Accommodations
Interested i...

Answer their why
Why did you click on that?
Why didn’t you click on that?
What would make this better?
What is missing?

Action: Metrics
Are you measuring what matters?

Real Metrics
not vanity metrics
User Actions
Purchases
Conversions
Intent Signals
Users spending time on key pages, guides...

Action: Experience
Relevant Content that Meets Your Customer’s Need

frustration

frustration

Recap
01
The Landscape Has Changed
02
Customers are Different
03
Understand the Audiences Better
04
No More Vanity Metrics

Thank you!
Let’s Connect
Jason Dodge – Founder & CEO
jason@blacktruckmedia.com
blacktruckmedia.com
@dodgejd

Supercharging Digital Advertising - SEMA Education Series 2022

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