Paid Media Strategies for Driving Efficiency
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NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R YNINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y
Small Company;
Big Results
March 12, 2014
Paid Media
Strategies for
Driving Efficiency
NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y
CASE STUDY
WHO WE ARE
2
NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y
A SEARCH MARKETING
+ SOCIAL AGENCY
• Established in 2005
• Google AdWords certified
• Google Analytics and
Omniture certified
• Certified woman-owned
business enterprise
• Employee owned
company effective
January 2014
3
NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y
Paid Placement Search Engine
Optimization
Localization Content
MarketingSocial Media Analytics &
Measurement
4
WHAT WE DO
NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y
CASE STUDY
WHO I AM
5
NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y
ANGELA NEEDHAM
• Senior Search Specialist
• Responsible for strategy and management of paid
media accounts
• Clients: Renewal by Andersen, Lifetouch, Landscape
Structures, Hilton Head Health and more
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NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y 7
PAID MEDIA STRATEGIES FOR
DRIVING EFFICIENCY
REFINED
AUDIENCE
TARGETING
EXPANDED
MEDIA
CHANNELS
IMPROVED ON-
SITE
EXPERIENCE
NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y
REFINED AUDIENCE TARGETING
8
NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y
Client A
• Commercial manufacturing company
• Sells products through a network of
regional sales representatives
• Annual paid media budget: $200K
($16K/month)
9
NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y 10
GOAL • Increase leads for
high-profit
product lines to
generate
additional sales
and incremental
revenue
NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y
Unique Challenge
• Client A has varying product lines with
significant ranges in average profit from
each line
• Low search volume on branded product
terms
• Unable to use Product Listing Ads (PLAs)
• Difficult to reach qualified audience
through display network targeting
11
NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y
Strategic Opportunity
• Remarket to audiences who have indicated digital interest in a product line
• Utilize Google Analytics Remarketing Lists to create audience segments based on site analytics
• Example:
– Viewed 2+ pages of products from a specific product line
– Spent 0:45+ seconds on a product page from a specific product line
12
NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y
Implementation
13
NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y
Implementation
14
General Remarketing
AdProduct Remarketing
Ad
NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y 15
• Increased conversion
rates drove 31% more
leads
• Improved efficiency
decreased CPLs 16%
RESULTS
NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y 16
TAKEAWAY
Refine your audiences to remarket
product lines and to reach users
who are most likely to convert
TAKEAWAY
NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y
EXPANDED MEDIA CHANNELS
17
NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y
Client B
• Private college with on-campus and
online programs for undergrad and grad
degrees
• Annual paid media budget: $300K
($25K/month)
• Online competitors paid media budget:
$50M+ ($4.1M/month)
18
NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y 19
GOAL • Improve campaign
efficiency with a
multi-channel
media strategy
NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y
Unique Challenge
• Small company in a very competitive
industry
• Search keywords can cost up to 25% of
Client B’s goal CPL
20
NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y
Strategic Opportunity
• Expand media channels to reach audience
at a lower cost
21
$0.00 $5.00 $10.00 $15.00 $20.00 $25.00 $30.00 $35.00
Facebook Ads
LinkedIn Ads
Google AdWords
Cable TV
Radio
Magazine
Newspaper
$0.25
$0.75
$2.75
$7.00
$8.00
$20.00
$32.00
MOZ.com Cost to Reach 1000 People
NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y
Implementation
• Launch paid media campaigns on LinkedIn
and Facebook
22
NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y 23
• Drove 48% of program
leads
• Paid social CPLs 72% less
than search and display
RESULTS
NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y 24
TAKEAWAY
Expand digital media channels to
gain more visibility and efficiency
through lower-cost media
TAKEAWAY
NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y
IMPROVED ON-SITE CONTENT
25
NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y
Client C
• Niche spa and retreat resort with
different programs lengths and costs
• Varying guest profiles and resort search
terms
• Annual paid media budget: $156K
($13K/month)
26
NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y 27
GOAL • Improve on-site
content and
experience to
increase visibility
and conversion
rates
NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y
Unique Challenge
• Small site with limited content
• Low Quality Score on many paid search
keywords
– Increases CPCs and decreases visibility
– Poor landing page experience when search
queries don’t match page content
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NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y
Strategic Opportunity
• Create landing pages specific keywords to
improve quality score
• Tailor content on landing pages for
unique audience segments
29
NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y
Implementation
• Current landing page environment
30
NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y
Implementation
• Health Retreat for Women landing page
31
NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y
Implementation
• Health Retreat for Men landing page
32
NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y 33
• Campaign leads increased
MOM 125%
• Campaign CPL decreased
MOM 25%
RESULTS
NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y 34
TAKEAWAY
Improve on-site experience to
increase visibility and
conversion rates; decreasing CPL
TAKEAWAY
NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y 35
PAID MEDIA STRATEGIES FOR
DRIVING EFFICIENCY
REFINED
AUDIENCE
TARGETING
EXPANDED
MEDIA
CHANNELS
IMPROVED ON-
SITE
EXPERIENCE
NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y
Thank you
36
Angela Needham – Nina Hale, Inc.
@araeneedham