This document provides information about online marketing strategies and tactics. It discusses key performance indicators for online advertising campaigns including impressions, clicks, leads, and sales. It also outlines different types of online advertising such as search engine marketing, display advertising, video ads, and social media marketing. Case studies and examples of campaigns on platforms like Google Ads, Twitter, and LinkedIn are presented.

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17 YEARS ONLINE MARKETING
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SAMPLE CLIENTS

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MY AGENDA TODAY IN RED
✓ Business Strategy
✓ Vaue Proposition
✓ Marketing Plan
✓ Messaging Matrix
✓ Branding & Identity
✓ Mobile Website
✓ Search Engine Marketing
✓ Digital Media Planning

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FOLLOW THE AUDIENCE
Online Activity Today
Google now processes over 3.5 billion
searches per day worldwide.
Facebook - 1.3 billion users
LinkedIn – 350m users
Instagram - 300m users
Twitter - 270 million users
Online Activity Forecast
2 Oct 2014 - By Mary Catherine Wellons
Digital to Represent 36% of All U.S.
Ad Spending by 2019

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CAMPAIGN CALENDAR

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Influencers Online
Endorsements
Mobile AdvertisingRTB
Display Advertising Social Marketing Search Engine Marketing
Video AdsRemarketing
Programmatic
Buying
Display Advertising Social Marketing
Search Engine
Marketing
RTB
Influencers Online
Endorsements
Mobile Advertising
Programmatic
Buying
Remarketing Video Ads
ONLINE AD OPTIONS

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Online advertising is a form of marketing and
advertising which uses the Internet to deliver
promotional marketing messages to consumers.
It includes email marketing, search engine
marketing (SEM), social media marketing, many
types of display advertising (including web
banner advertising), and mobile advertising.
Source Wikipedia
ONLINE ADVERTISING?

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https://www.thinkwithgoogle.com
THE BUYING PROCESS

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https://www.thinkwithgoogle.com
THE BUYING PROCESS

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DIGITAL CHANNELS

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IMPRESSIONS - CPM
Online Ads / Social Media
VISITS - CPC
Website / store visits
LEADS - CPL
Given a Quote
SALES - CPA
(No. / Value / Conv.
Rate)
Size of Community,
No. of support queries
LVC
No. of Repeat Orders
NPS
No. of Referrals
KEY METRICS / KPIs

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BOUGHT MEDIA

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MEDIA PLANNING
BOUGHT MEDIA
- Buy ads to reach new people
- Capture data for reuse
- Invest to grow
OWNED MEDIA
- Build up your email database
- Communicate regularly
- Distribute via your blog
SHARED MEDIA
- Create interesting stories
- Make sharing easy
- Connect with influencers
Bought Media -> Prospects
Owned Media -> Customers
Shared Media -> Advocates

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GOOGLE ADS METRICS
• Advertising on Google can help an advertiser meet many objectives
• Determining, measuring, and tracking metrics helps ensure success
Objective Success Metrics
ü Generate awareness
ü Build brand
ü Educate prospects
• Targeted impressions
• Qualified visits to website
• Depth of involvement
• Request for proposals
• Coupon downloads
• Newsletter registrations
• Email address opt-ins
ü Generate leads
ü Identify prospects
ü Customer acquisition
ü Sales
• Sales conversions = €€€
• Lower cost per lead/sale

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1,000 searches or ad views / 100 clicks
3% conversion rate = 3 sales
Average sale = €100
€300 online sales per month
€3,600 online sales in the first year
+ 100 Potential customers have visited
your website – collect their email
address!
GOOGLE ADWORDS ROI

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REMARKETING ADS

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Awareness Interest Desire Action
Conversion rate = 5%
95 %
Drop out
Remarketing
REMARKETING BENEFITS

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VIDEO ADS
Video Tips
Use your smartphone / specialists
Make videos on how-to do things
Make screen recordings
Facebook Videos
A great way to get visibility
Use ads to promote your video
Use Sponsored Posts
YouTube Videos
Promote videos using YouTube Ads
Instagram Videos
Create 15 sec videos
Tag the pet owners
Ads coming soon

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100,000+ views
70% lower CPV
than market avg.
10,000 Website
Visitors
VIDEO ADSVIDEO ADS

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100,000+ views
70% lower CPV
than market avg.
10,000 Website
Visitors
VIDEO ADS

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INFLUENCER CAMPAIGNS

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AFFILIATE MARKETING

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NATIVE ADVERTISING

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CAMPAIGN BRIEF
✓ Target Adobe Summit London attendees
✓ Find digital managers (client side)
✓ UK audience only
✓ Set up meetings
CAMPAIGN OVERVIEW
✓ Digital listening
✓ Twitter Ads
✓ Exported names and emails of all tweeters
✓ LinkedIn Ads
✓ Seeding
ADOBE SUMMIT

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CONVERSATION MAP
Our geo-location ads generated 45,769 impressions delivering a frequency of 3x each
person and 480 Twitter engagements (all clicks on the ad are counted (e.g. retweets,
replies, favorites, follows).

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SAMPLE TWITTER ADS
We set up Twitter Ads (Twitter
Cards) which were shown to your
target audience who follow
@adobesummit or use
#adobesummit and are in the UK.

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TWITTER ADS

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TWITTER MOST ACTIVE

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To stimulate conversations we generated awareness and engagement
using both paid ads and social media posts -
Total 125,000+ impressions + 500 clicks
Twitter Ads – 1 Cards Ad 4,677 impressions
Twitter Ads - 45,769 impressions / 453 clicks / 1.05% engagement
Twitter Posts Activity – 8 Posts - 47,901 impressions
LinkedIn Ads – 3 Ads - 13,923 impressions / 1 click / 0.07%
engagement
LinkedIn Posts Activity – 4 Posts / 11,845 impressions / 52
clicks / 0.77% engagement
ACTIVITY SUMMARY

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CAMPAIGN SUMMARY
Tweet impressions: 70.3K (+ 4,200%)
Profile visits: 1,214 (+ 450%)
Mentions: 17 (+ 174.82%)
New followers: 281 (+ 215%)
CAMPAIGN OVERVIEW
✓ eBook
✓ Twitter Ads
✓ LinkedIn Ads
✓ Seeding
✓ Pay With a Post
CAMPAIGN BRIEF
✓ Target nutrition experts
✓ Target global offices of food companies
FHI / NDC CAMPAIGN

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TWITTER ANALYTICS
h"ps://analy+cs.twi"er.com/about

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Promoted Tweet
Expanded Tweet
Promoted
Account
Promoted
Trend
Sponsored
Profile
TWITTER ADS

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TWITTER AD METRICS
Impressions 65,142
Tweet Engagements: 520
Eng Rate: 0.80%
Cost per engagement: €0.55

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Function, Seniority, Location,
Industry, Company Size
Education, Interests, Groups
LINKEDIN ADS

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Most of the impacted users were in senior positions
working in Research roles.
LINKEDIN FOLLOWERS

43. CIS
Campaign
2015

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BANNER ADS

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BANNER ADS

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BANNER ADS

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Dec 4 - Donal Buckley - Irish Independent - News
Section
Dec 8 - Thomas Molloy - Irish Independent - News
Section
Dec 9 - Richard Curren - Irish Independent -
Property Section - Opinion Piece
Story covered by the Small Business Show with
Kehlan Kirwan
Through the coverage on The Independent, the
story also got coverage on MyHome.ie, careers
website Slí Nua Careers, CLSRecruitment.ie, and
the civil engineering section of the UCC website.
Press Coverage

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Twitter
● Campaign Start Date: 1st October
2014
● Results shown as of: 16th
December 2014
● Followed 200 new construction
influencers
● Average Engagement Rate: 2.0%
(40% more than the previous
period)
● Clicks: 606
● Impressions: 48.7K
● 40% Growth – 626 New Followers

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NEXT UP, ROBOT MARKETERS

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REAL TIME MARKETING

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OLD NATURE’S BEST

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NEW NATURE’S BEST

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WIN A DIGITAL AUDIT!
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Digital
Services
A Digital Audit (value €950) is where our team
of digital experts will examine your –
- Website
- Blog
- Digital content
- Social media
We provide you with recommended actions to
optimise your digital marketing.
To enter email Conor on team@socialmedia.ie
Closing date – Fri 19th June 2015 @ 6pm GMT

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HOW WE CAN HELP YOU

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• Impressions – number of times an ad is displayed
• CPM - Cost Per Thousand – cost to reach 1,000 people
Formula: cost of 1 ad x 1000/circulation
• CPL - Cost Per Lead
• CPC - Cost per Click
• LVC - Lifetime Value of Customer
• Reach – the unduplicated percent of an audience exposed to a
message
• Frequency- the number of times each audience member was exposed
to a message
• ROI – return on investment (net profit – cost of advertising) x 100
• NPS – Net Promoter Score
http://blueonionmedia.com/glossary.php
GLOSSARY

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GET A FREE COFFEE!
Visit us in the digital hub for a
free coffee and maybe even a
bun! ;-)
Conor Lynch
Connector.ie
SocialMedia.ie
DigitalFood.ie
Office +353 1 906 0006
Mobile +353 86 811 8833
Email conor@connector.ie
Twitter @connector360
Image courtesy of PrecisionNutrition.com and Coffee courtesy of me