Post on 23-Aug-2014
description
Multi-channel mix
Inspiration Day
A playful setlist
Channels Display Remarketing Social Search Mail
A playful setlist
Discovery Understanding Desire Action Loyalty
Channels
Content
Display Search Social Retargeting Mail
A playful setlist
Discovery Understanding Desire Action Loyalty
Channels
Content
Conversions
Display Search Social Retargeting Mail
Subscribe Download Contact Order Submit
A playful setlist
Discovery Understanding Desire Action Loyalty
Channels
Content
Conversions
Display Search Social Retargeting Mail
Subscribe Download Contact Order Submit
A playful setlist
Discovery Understanding Desire Action Loyalty
Channels
Content
Conversions
Display Search Social Retargeting Mail
Subscribe Download Contact Order Submit
Mixing different channels
DesktopMobile
Mixing different channels
DesktopMobile
Mixing different channels > desktop
Discovery
• Search advertising (AdWords product feed, generic search ads)• Video advertising (YouTube)
Understanding
• Display advertising (AdWords, RTB, pop-under)• Search advertising (AdWords product listing ads)
Desire
• Display advertising (image-text combo, email, Facebook, wallpaper)• Affiliate advertising (price compare sites, traffic broker)
Action
• Search advertising (AdWords brand campaigns)
Loyalty
• Display advertising (dynamic retargeting)• Affiliate advertising (cashback, vouchers)
Mixing different channels
DesktopMobile
Mixing different channels > mobile
Discovery
• Search advertising (AdWords product feed + generic search)• Video advertising (YouTube)
Understanding
• Display advertising (AdWords, RTB)• Search advertising (AdWords product listing ads)
Desire
• Display advertising (interstitial, email, Facebook)• Affiliate advertising (price compare sites)
Action
• Search advertising (AdWords brand, click-to-call, click-to-download ads)
Loyalty• Affiliate advertising (cashback, vouchers)
DJ at work
SchoolBankShop
DJ at work
SchoolBankShop
School > intro
Group of 5 schools located in SwitzerlandInternational multilingual target groupPrimary KPI’s:– CPL: cost per lead– CPS: cost per sale
Start with content optimization Continue with alignment of content and channels
School > content
Discovery Understanding Desire Action Loyalty
School > content
Discovery
Home
About HIM
Understanding
Program details
How to apply
New students
Desire
Student life
Action
Contact
Loyalty
Your career
News
School > content + channels
Discovery
Home
About HIM
Understanding
Program details
How to apply
New students
Desire
Student life
Action
Contact
Loyalty
Your career
News
AdWords (generic search + display)
AdWords (branded search +
remarketing)Social
School > content + channels
Discovery
Optimize content
Understanding
Optimize content
Desire
Add content
Action
Add A/B tests
Loyalty
Add content
AdWords (generic search + display)
AdWords (branded search +
remarketing)Social
School > conversions
School > conversions
What if I don’t know yet?
Looks like a
required field
Draws attention
away from
main goal
No introduction
? What happens to my personal information?
Which format should I
use?
I’m requestin
g a brochure
School > conversions
At first: mobile bid adjustment of -100 %But: gradual deployment of mobile templates per site
Focus on actionable landing pages (call-me-back form)– Targeted only within specific time frame (9am-5pm)– Targeted only in specific regions & countries
DJ at work
SchoolBankShop
Bank > intro
Bank focused on personal and business savingsLocal, bilingual target groupPrimary KPI’s:– CPL: Cost per lead– CPA: Cost per account
Start with content (re)structure and continue with conversion model applied to new wireframes
Bank > content
Discovery
Save & pay
Invest
Understanding
Document center
Service center
Action
Open account
My account
Loyalty
News
Reviews
Bank > content
Discovery Understanding
ActionLoyalty
Bank > content
• Open account• My account
• News• Review
• Document center
• Service center
• Save & pay• Invest
Discovery Understanding
ActionLoyalty
Bank > content
• Open account• My account
• News• Review
• Document center
• Service center
• Save & pay• Invest
Discovery~pageviews
Understanding~downloads
Action~leads
Loyalty~subscriptions
Bank > content
Before (macro)converting to a lead– Main objective = discovery + understanding
Before (macro)converting to a lead– Main objective = loyalty
Objectives can be combined on a page level
Bank > content (homepage)
Action 15%
Discovery 30%
Understanding 30%
Action 15%
Loyalty 10%
Bank > content (product page)
Action 15%
Discovery 30%
Understanding 30%
Action 15%
Loyalty 10%
Bank > content (account opening page)
Action 40%
Action 20%
Understanding 40%
Bank > channels + content + conversions
Channels• Owned media• Paid media• Earned media
Content• Discovery• Understanding• Action• Loyalty
Conversion• Micro conversions• Macro
conversions
Bank > channels + content + conversions
Affiliate
Discovery
Macro
Bank > channels + content + conversions
Social
Loyalty
Micro
DJ at work
SchoolBankShop
Shop > intro
Set of shops with broad range of leisure productsLocal, singlelingual target groupPrimary KPI’s:– Revenue– CPS: Cost per Sale
Group content and evaluate channels and conversions per type of content to discover page value
Shop > content
Discovery LOCATOR pages
Understanding FAQ pages
Action PROMO pages
Loyalty BLOG pages
Shop > content
Discovery LOCATOR pages
Understanding FAQ pages
Action PROMO pages
Loyalty BLOG pages
.*(winkels).*
.*(faq).*
.*(acties).*
.*(blog).*
Shop > content
Shop > content
Shop > content
Shop > content
Shop > content
Shop > content
Shop > channels
Shop > channels
Shop > channels
Shop > conversions
Shop > conversions
Shop > conversions
Shop > conversions
Shop > conversions
How to score a hit?
Avoid bad content; online advertising always starts with content (re)structure and/or optimizationAlign channels with types of content and conversionsDistinguish between desktop and mobile advertising channels and focus on device-specific conversionsCreate custom segments or channel and content groups to analyze the ad performance quality categorically