Advanced Digital Advertising
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Transcript of Advanced Digital Advertising
4Ps Marketing Advanced Digital Advertising
What is Advanced Digital Advertising?
Working hard > achieve results
There are no secret techniques
Being clear what an advertising channel is offering you
Spending your money more wisely
Achieving Ultimate Digital Advertising Coverage
Using Digital Advertising to Generate Leads
What do these networks offer?
Awareness Consideration Conversion
Awareness Consideration Conversion
AwarenessReal Time Bidding
Real Time Bidding
Direct Buys vs RTB
Websites sell 30% of inventory direct to advertisers
Up to 70% of remnant space is sold to ad networks and available for a heavily reduced price
Advertisers then bid on this remnant available space in “real time” as users visit the website
Direct Quote£95 CPM
£10K investment for100,000 Impressions
RTB£5 CPM
£10K investment for2 Million Impressions
How Long Will It Last?
More and more websites are getting on board to sell their remnant through RTB
Historic trends – Facebook.com advertising:
- Advertising costs tripled in a year
Measuring ROI
Display activity won’t drive a huge number of direct leads
Users convert on brand visits most frequently, however:
No Awareness No Brand No Leads
Measuring ROI
Look for:
- An increase in direct visits and leads on the website
- An increase in branded keyword visits and leads
- An increase in ‘conversations’ about the brand and the related product/service online:
Awareness
Expectations need to be clear from the start
Don’t rely on one data source for evidence of return
No awareness > no brand
ConsiderationGoogle AdWords
Good Structure Will Drive More Leads
Pay per click advertising is an auction
The more relevant you are to the auction, the less you pay per click
The structure of your account affects relevance
Therefore structure affects the amount you pay
Structure
Relevance to a keyword is marked out of 10 (a quality score) based on:
Advert Keyword
Landing Page Keyword
Advert Relevance
Business Software
Cloud Software
Advert
Business Tools Online
Company Software
SME Software Solutions
Low Quality Scores
Business Software
Cloud Software
Business Tools Online
Company Software
SME Software Solutions
High Quality Scores
Advert Advert Advert Advert Advert
Advert Relevance
Business Software
Cloud Software
Advert
Business Tools Online
Company Software
SME Software Solutions
Quality Score = 2/10
Business Software
Cloud Software
Business Tools Online
Company Software
SME Software Solutions
Quality Score = 8/10
Advert Advert Advert Advert Advert
£2.50 £2.50 £2.50 £2.50 £2.50 £1.50 £1.50 £1.50 £1.50 £1.50
Common PPC Questions
Isn’t creating an advert per keyword unrealistic time wise?
Should I bid on competitor names?
Should I use custom landing pages for consideration phase?
Why bid on my own brand name?
ConversionRetargeting
Retargeting
Effective Retargeting
Don’t spam users – set a frequency cap
A/B test messaging – be subtle without being missed
Dynamic retargeting
Use Google Analytics data to re-target the right people
Conversion Touch Points
Display/RTB/Video/Offline
Social/Social Advertising
Social Interaction
PPC/SEO
Retargeting
ANALYTICSLoyalty
Repurchase/Add-Ons
Conversion
Consideration
Awareness
Important to remember
Everything has exceptions
Don’t take my word for it, go and test it!
Remaining stationary > you’re going backwards
Predictions2014
Predictions for the next year
Cost per clicks to rise to new highs for Google PPC
Bing advertising to become more commonly used
Legal issues with bidding on competitor brand names
Real time bidding to become a more commonly used method of display activity
Cross device tracking with Universal Analytics to make it clearer how customers are interacting, directly affecting advertising focus