Digital Marketingin Today’s World

Who Is Hagadone Digital

• Doug Schust, CEO

• Head Office located in Coeur d’ Alene

• Offices in USA, Canada, UK and Opening South America Soon

• Current Staff of 40 plus and growing

– Been in digital marketing since 1997

• Winner of over 38 International Web Development and Marketing awards

• Former President of WSI World (World’s largest Internet Franchise , Located 80 Countries)

Some of ourGlobal Clients

50 Years Ago….

Today…

Today’s Reality

Digital Marketing System

Paid Search (PPC & Display)

Search Engine

Optimization (SEO)

Email Marketing

Social Media (SMO)

Surf

Search

SocialTargeted Traffic

Landing Pages

Websites

Analytics

Track, Measure & Refine

Mobile

What does a Digital StrategyLook Like !!!

Everything Is Moving Online

Google

Time … Location … Device

User Experience

Check Analytics

Check Analytics

Mobile

Websites

Responsive

Design

So Which One?

Responsive

Scales To All Devices

Keyword Phrase

Organic (SEO)

Paid Search

Landing Page

The first page a visitor sees when they come to your

website

Landing Pages

Research shows that companies

with 30 or more landing

pages generate 7x more

leads than those with fewer than 10.

Conversion

A conversion is getting someone to take

a predetermined action that you want to track and measure

Keyword Phrase

Paid Search

PPC Campaigns

PPC Analysis

Ad Spend

Total

Impressions Landing

Page Visits

Avg CTR(Click Through

Rate)

Web

Events

Conversion

Rate

$77,000 3,000,507 56,789 1.90% 22,810 40.2%

Ad SpendMay 2012

ImpressionsMay 2012

Landing

Page VisitsMay 2012

Avg CTR(Click Through

Rate)

May 2012

Web

EventsMay 2012

Conversion

RateMay 2012

$6,000 161,134 10,912 6.65% 6340 58.1%

Too Many Choices

Google Analytics

•Where did the visitor come from?

•Direct, Search Engines, Referrals, EmailsTraffic Source

•What is the first page the visitor saw?

• Is it the home page? Entry Page

•What is the sequence of pages the visitor views?Visitor Path

•What is the last page the visitor saw before leaving the site?Exit Page

CALL TO ACTION 1CALL TO ACTION 2CALL TO ACTION 3

DESCRIPTION 1

DESCRIPTION 2

DESCRIPTION 3

HEADING 3

HEADING 2

HEADING 1

Multivariate Testing

HEADING

Description

Call To Action

Hummingbird Update

Display Ads +Retargeting

Your Ads Can Be Seen On….

Display Campaigns

Display Analysis

Ad Spend

Total

Impressions Re-Marketing

Impressions

Landing

Page

Visits

Web

Events

Conversion

Rate

$70,000 139,885,123 1,921,513 246,563 50,011 20.3%

Ad SpendMay 2012

ImpressionsMay 2012

Re-Marketing

Impressions

Landing

Page

Visits

Web

Events

Conversion

Rate

$10,000 21,411,780 187,516 52,450 17,283 33.0%

Display Campaigns

• Outstanding visibility (eyeballs) on the WONDER brand for “surf”

• Re-marketing to existing visitors worked extremely well

• Significant landing page visits and very high conversion rates

• Very cost effective @ $.50 per CPM

Search Engine

Optimization

The Big Question

“I Want To Be

Ranked #1 In Google”

Do You DESERVE

to rank #1 In Google

The term

‘WONDER bread’

had a 267.25% increase –from only 8,514 searches to

31,268 searches

Branding

Keyword ResearchKeyword Google.ca position

preservative free bread 2

nutritious bread 4

whole grain bread 4

whole wheat bread 5

wheat white bread 5

white bread healthy 6

white whole wheat bread 7

wheat bread whole grain 7

white whole grain bread 8

whole wheat brown bread 8

white wheat bread 8

brown bread healthy 9

whole wheat white bread 10

whole grain whole wheat bread 10

whole wheat bread nutrition 13

whole grain white bread 13

healthy white bread 20

white bread nutrition 25

wheat bread white 36

bread good for you 50

nutrition of bread 54

white bread wheat bread 56

white bread and wheat bread 85

Within 5 months

63% of the original keyword phrases

were on

page 1of Google

SEO Summary

• Optimized 60 keyword phrases

• 41 of those keywords are on Page 1 of Google

• 10 of those phrases are ranking #1

• 15 of those phrases are on top 3

• 24 of those keywords are on top 5

Google Updates

Search Engine Updates

August 20 2013-Hummingbird

•New engine in Google used to process results.

•Impacts 90% of all searches

October 4th 2013-Penguin 2.1

•Impacting 1% of search queries

December 19, 2013-Authorship Shakeup

•Authorship markup dissapeared from roughly 15% of queries

Feb 6, 2014- Page Layout

•Sites with too many ads above fold penalized

May 21, 2014- Panda 4.0 Update

•Tareting websites with "poor' content

Content is King

Hummingbird

Outrank Competition

1.Use KeywordSpy.com2.Use SpyFu.com3.Leverage PPC with SEO

DominateGoogle

What’s Better

than being #1in Google?

Video Optimization

Within 5-7 Days

The Zero Moment of Truth

In Summary

Yesterday’s Marketing Funnel

Today’s Is AnythingBut A Funnel

63

The customer journey has radically changed

Google Confidential

Consumers trust search

50% search online astheir primary source of information during the zero moment of truth. Only 22% used the company/brand’s website.

Google Confidential

i

And smart phone users are doing the same thing

have searched for local information

of these people act within 24 hours

90%95%

Google Confidential

12:00 AM 3:00 AM 6:00 AM 9:00 AM 12:00 PM 3:00 PM 6:00 PM 9:00 PMTablet Mobile Desktop

Day EveningMorningNight

Hourly Distribution of Searches by Platform(does not reflect absolute traffic volume)

All Day and Across all devices3 devices allow for constant connectivity in the evenings and weekends

• Source: Google Internal Data, 2011. % of each platform’s traffic shown hourly for one day. • Does not indicate absolute or relative traffic volumes.

Sequential screening is common & mostly completed within a day

• Base: Total Respondents (1611). Q. How often do you start an activity (i.e. emailing, researching, or shopping) on one device, but continue it or finish doing it at a later time on a different device? Base: Have Started Activity on One Device & Continued on Another (1455). Q. On average, how much time passes between the time you begin an activity on one device and continue the activity on another device?

40% of consumers say

they will not buy a product or service if they can’t find the right info about it online.

98% move through

devices that same day

Winning the moments of truth

Go Multi-Channel To Amplify Your Message

Engage audiences on YouTube and increase

brand value

Connect with relevant audience and create

intent through targeted Display

Drive searches and be present for their purchase decisions

70

Engage with your customers at the zero moment of truth

Orchestrate your advertising across all screens

Align your spend with how your customers consume media

Don’t miss where the opportunity happens

Google Confidential

Yet, most marketers are not keeping pace

25.9%of time

22.2%of spend

10.1%of time

1.0%of spend

Internet Mobile

Google Confidential

Crawl … Walk … Run

Book Offer

• See Nicole & Pick-Up at Desk • Email: dschust@hagadonedigital.com

Thank YouThank YouThank YouThank You

Questions