Drexel New Media Marketing - Intro to SEM & Digital Media
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online advertising sem/ppc, media buying & social aaron levy justin fried
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Week 4 of Drexel's New Media Marketing lecture. Introduction to SEM/PPC, Display and Media buying as well as social media advertising. Fair warning, the fonts are all sorts of screwy in the slideshare upload, but should look right if you download em
Transcript of Drexel New Media Marketing - Intro to SEM & Digital Media
online advertisingsem/ppc, media buying & social
aaron levy justin fried
agenda
• who are you?• what is ppc/sem• where do I buy banner ads• why do I optimize a digital ad campaign?• how does this work in real life?
aaron levy (@bigalittlea )
director of ppc @ SEER
7 years in digital
‘08 villanova grad (marketing & MIS)
binge exerciser
flannel enthusiast
slideshare.com/bigalittlea
me + pudding
@SEERinteractive
seer.is/jobbiesseer.is/culturevid
@SEERinteractive
@SEERinteractive
justin fried (@ justin_freid)
university of scranton BS ‘07
philadelphia university MBA ‘10
vp of sem & emerging mediaCMI Media
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slideshare.net/justin_freid
• pharmaceutical marketing agency – media buying– social media– analytics– SEO/SEM
• founded in 1981 by former GSK employee
• 200+ Employees
• family owned and operated9
CMI Media (@CMIMedia)
@CMI_Media
what is sem? ppc?
on the serps
in your pocket
the big 3 engines
bing powered
other search engines
search partners
google powered
amazon/target/wal mart
google powered
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random other stuff
• auction-based “bidding” system • bid x quality score = ad rank• only pay enough to beat the next
guy• only pay when somebody clicks
how does sem work?
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quality score? what’s that???
short answer? no clue
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quality score – long answer
• click through rate• relevance• landing page quality • relative performance • account history• “other relevance factors”
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account hierarchy
• account– billing,
passwords, time zone
• campaign– budget,
locations, network
• ad group– keywords, ad
copy, destinations, extensions
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ACCOUNT
CAMPAIGN
CAMPAIGN
AD GROUP
AD GROUP
AD GROUPAD
GROUP
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building campaigns
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phase 1 – set goals
• pick keywords & match types that make sense and that you can afford
• don’t just guess – let free tools do the heavy lifting for you
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phase 2 – pick keywords
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broad: red bullalso matches: red bullets, energy drink, redbull, red bull &
vodka, buy red bulls, red energy drink
modified broad: +red bullalso matches: red bull & vodka, buy red bulls, red energy drink
modified broad: +red +bullalso matches: red bull & vodka, buy red bulls
phrase: “red bull”also matches: red bull & vodka,
red bull
Exact: [red bull]matches: red bull
keywords also match searches inside smaller rings
*Source – support.google.com
keyword match types
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phase 3: craft crafty ad copy
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ad copy specs
Headline Is 25 Characterswww.one35character.com/Display-URL Two Description Lines That Must FitEverything in 35 Characters or Less
• major keywords in copy– bolded, increases relevance (and quality
score)
• key value propositions– why should I buy from you?
• strong, clear cut call to action– what am I supposed to do?
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ad copy keys to success
SEM TOOLSmaking your life easier
• google – keyword planner– trends– instant
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free tools
• SEM Rush/Spyfu– How can these tools help?
» Provide insight into what your competitors are doing– What ad text are they using most frequently? – What keywords are they bidding on?
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competitive research tools
• paid management tools – marin, acqusio, kenshoo etc.
• why do agencies use these tools?
• Benefits?– advanced bid management– easier bulk editing– advanced reporting
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account management tools
DISPLAY ADVERTISINGfirst & last touch
• what is display? where do you see it?• who offers display?
– Direct to network– Ad network– DSP
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display advertising
• cpm–cost per thousand (impressions)
• cpc–cost per click
• cpa–cost per acquisition
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how do you pay for display?
• advertisers can work directly with networks – ESPN, FOX, CNN etc..
• advantages: – no mark up by middle man– premium placements and additional ad formats
• disadvantages– no real-time bidding (RTB)– limited reach– limited target capabilities
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direct-to-network display
• advertisers can work with networks who partner with multiple web properties
• AOL, Quantcast, Specific Media• advantages
– wider reach– advanced targeting– account support
• disadvantages– limited RTB– limited capabilities of management interface
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ad networks
• DSP’s are changing the way display is bought– real-time bidding (think AdWords for
Display)
• advantages– advanced targeting– advanced bidding– large reach
• disadvantages– minimum budget requirements
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demand side platform (DSPs)
• what is a premium placement?
• where can these buys occur?– MSN– Yahoo– Youtube– ESPN
• what effect do they have?
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premium placements
• how can display help boost video advertising?– companion ads = more real estate– interact with engaged consumers
• premium placements
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display - youtube
• How can display help boost video advertising?– Companion ads = more real estate– Interact with engaged consumers
• Premium Placements
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youtube brand experience
• contextual • topic• demographic• behavioral • look-a-like
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display targeting capabilities
retargeting
• advertise to site visitors who didn’t convert– influence purchase decisions
– move customer through the purchase cycle
– upsell current customers
– grow lifetime value
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retargeting
stalk them until they love you
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cheap, effective, creepy
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basic retargeting platforms
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pricy, awesome, creepier
premium retargeting platforms
SOCIAL ADVERTISINGinfluencing friends & reaching demographics
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linkedin ads
promoted tweets
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OPTIMIZATIONmake HiPPO’s happy
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it‘s all about the bottom line
• impressions/clicks/ conversions only matter if the program is profitable
• business models should affect how you manage sem and display campaigns
• advertising efforts should link directly with sales goals
it‘s all about the bottom line
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YOU NEED DATA TO MAKE
DECISIONS
• frequently rotate new ad variations to test:– calls to action – value propositions – phrases
• review the metrics– CTR & quality score – cost per click– conversion rate – CPA/ROAS
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ad text optimization
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ad extensions
• each keyword needs attention
• intent: – compare
insurance vs. buy insurance
– which is better for your business?
• match type matters
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• important metrics– CPC– conversion rate– cost per
conversion– top vs. side
performance
• not all metrics are in AdWords– margin/LTV– attribution
keyword optimization
• account structure can be influenced by industry– by product– by Theme
• provide best experience to searcher– they’re called ad groups for a reason
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search
query
text ad
landing
page
account structure optimization
21st CENTURY INSURANCEcase study
• TPG teamed with 21st Century to manage their paid search customer acquisition efforts
• goals– increase policy production– streamline and improve conversion
process– grow unbranded search volume– decrease cost per quote and cost per
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21st Century paid search study
• to meet 21st’s goals, TPG: – re-structured account show more relevant ads – added negative keywords to prevent ads from
showing against irrelevant search queries– expanded keywords to encompass purchase
cycle» Research» Ready to buy
– aggressively tested ad copy variations– A/B testing for different landing page variations– utilized ClickEquations bid management
platform to assist in bid optimization
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21st Century – tactics & strategy
TPG’s efforts resulted in – over a 500% increase in policy production– over a 250% decrease in cost per policy
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Jul-1
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Policies Cost Per Policy
Polic
ies
Cost
Per
Pol
icy
21st Century - results
ONLINE COLLEGEcase study
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online college case study
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online college perception
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profitability, very very good
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big name competitors
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case study – Drexel Online
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• poor industry perception
• long decision cycle
• increasing competition from generic schools
• high margins = high competition
• strong regional brand perception, limited national recognition
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Drexel Online - hurdles
• course, degree & industry specific themes
• geo-focused bidding strategy
• landing pages with REAL people
• nurturing ad copy with value propositions
• review & image extensions to reinforce brand
• social advertising: reach people before they started looking
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Drexel Online - strategies
Drexel Online - tactics
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• SEER client for five seven years
• 196% lift in app starts, 10% drop in CPA in an increasingly expensive space
Drexel Online – results
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2007 2008 2009 2010 2011
App Starts
CPA Goal
Cost Per App Start
time check
• take aways– SEM and Display play pivotal roles in the sales
process– proper management and set up are key to running
a successful campaign– it’s all about the bottom line
• how does this fit into next week?– Social helps continue the conversation
Let the customer speak Take brand voice out of an advertising contextCustomers as brand advocatesStill advertising
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pass the ball
further reading
• google.com/partners• ppchero.com• search engine land/watch• seerinteractive.com/blog• #ppcchat• TPG and SEER are looking for
interns!– [email protected] – [email protected]
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FLORIDA BLUE BLUE CROSS BLUE SHIELD
social media case study
• on April 2nd, Blue Cross Blue Shield of Florida announced a brand transition to ‘Florida Blue’– TPG was tasked with promoting the brand
transition through digital channels. • GOALS:
– alert Floridians of the brand transition and inform them of the changes the business was making
– increase overall reach of Florida Blue through twitter, facebook and other channels
– drive users to content that was ‘shareable’ and would cause users to return frequently.
– develop brand advocates and champions
Florida Blue – social media
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• develop content on Florida Blue’s website & blog that is promotion worthy
• promote content through social media channels both organically and through paid media
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Florida Blue – strategy & tactics
• @BCBSFLORIDA Twitter account saw a spike in activity after launch of the brand initiative on 4/2.
• account has seen a significant increase in mentions as well as followers, 781 new followers since 3/30!
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Florida Blue - twitter results
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• the most productive tweet since 4/2 was a promoted tweet that was promoted on 4/3.
• this tweet reached 12x the normal audience of the twitter account.
Florida Blue - twitter results
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Florida Blue - twitter results
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Florida Blue - twitter results
ModSpace - disaster reliefmobile case study
hurricanes
the other kind of hurricanes
@bigalittlea
modular buildings
hurricane trends
…now what?
tactics & targets
strategy & results• developed contingency plan for 2012
hurricanes
• target disaster stricken areas with recovery copy
• blanket disaster prone areas with preparation & “preventive” ad copy
• targeted hurricanes, floods, earthquakes & fires
• generated 117 conversions and 68 phone calls
21st Century Insurancelanding page case study
• to fully optimize acquisition efforts, 21st’s media landing page needed to be optimized
• GOALS: – increase conversion rate of site visitors– decrease drop off of visitors who reach landing
page– encourage site visitors to begin the conversion
path– current landing page had been used for 3 years
and captured all paid media traffic– little or no learnings were available
21st Century: landing page optimization
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• TPG worked with in house creative team to create 5 landing page concepts– A/B testing was launched to determine the
best creative format– 2nd phase was launched that focused on
multiple variablesfont, logo position, action, color and cues
– utilized Optimost testing software
21st Century: landing page optimization
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• phase I of test: 16.54% increase in click-through rate
• phase II of test: 6.46% increase in click-through rate– lead to decrease
in cost per policy and a jump in total policy production
21st Century – landing page results
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• take aways– SEM and Display play pivotal roles in the sales
process– proper management and set up are key to running
a successful campaign– it’s all about the bottom line
• how does this fit into next week?– Social helps continue the conversation
Let the customer speak Take brand voice out of an advertising contextCustomers as brand advocatesStill advertising
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pass the ball
further reading
• google.com/partners• ppchero.com• search engine land/watch• seerinteractive.com/blog• #ppcchat• TPG and SEER are looking for
interns!– [email protected] – [email protected]
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