Search on the Rate Card & Facebook Changes April All-Hands Call.
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Transcript of Search on the Rate Card & Facebook Changes April All-Hands Call.
Search on the Rate Card & Facebook Changes
April All-Hands Call
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Last year, global mobile ad spending increased 105.0% to total $17.96 billion … In 2014, mobile is on pace to rise another 75.1% to $31.45 billion
“ “
-eMarketer
2013 – The Year Of Mobile
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Agenda
• Top Markets & Wins• Search on the Rate Card• Success Story – Edmonton Motors• Facebook Changes• Success Story – Tidelands Ford-Lincoln• Housekeeping
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21Myrtle BeachSun News
1817
16
1413
1110
23
22
20The Virginian Pilot
19Fresno Bee
15
12
24Leader Post
Leaderboard
9
8
6
5
4
3
2
7
1
OnMilwaukee.com
Orlando Sentinel
Chicago Tribune
Naples Daily News
Columbus Dispatch
St. Louis Post Dispatch
Kansas City Star Calgary Herald
The Star Phoenix
San Diego Union-Tribune
Knoxville News Sentinel
Corpus ChristiCaller-Times
Vancouver Sun
Seattle Times
Toledo Blade
Allentown Morning Call
Edmonton Journal
Madison.com
Las Vegas Review-Journal
Hartford Courant
LA Times
Top New Wins | January
$122,650
Estimated Retail$62,400Estimated Retail
$33,000Estimated Retail
$29,800Estimated Retail
$25,000Estimated Retail
LA Times
LA Times
LA Times
St. Louis Post DispatchLA Times
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Agenda
• Top Markets & Wins• Search on the Rate Card• Success Story – Edmonton Motors• Facebook Changes• Success Story – Tidelands Ford-Lincoln• Housekeeping
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Search on the Rate Card – The Big Why
• Nearly 50% of Internet users eventually perform a search in response to display. (Forrester)
• Consumers who were exposed to both search and display converted at a 22% higher rate than search alone. (Atlas)
• Search & Display have a 90% increase over just Display in terms of Brand Recall. (eMarketer)
• Search & Display have 70% increase over just Display in terms of likelihood to Purchase. (eMarketer)
• Exposure to a display ad increases the number of relevant search queries submitted by 5-25% (Yahoo).
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• Google remains dominant player in space at 74% of total search ad spend (eMarketer, June 2013) 2013)
67.10%
16.90%
11.80%
2.70% 1.60%
Search Engine Share
googlebingyahooaskaol
• Bing Yahoo is only recommended to test for large buys with direct response goals.
Search on the Rate Card – Traffic Share
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Search on the Rate Card – Interesting Stats
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Search on the Rate Card – Why Centro
2. Custom Build
1. Competitor Research
4. In-dashboard Reporting
3. Holistic Dashboard
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Search on the Rate Card – Standard Process
Send RFP to Catch-All
Search Team provides
CPC rates + budget
proposal
Confirm enough
volume to meet
minimums
IO finalized
Search Team creates Strategy
Plan
(per client request,
Enterprise-level
accounts only)
Search Team creates custom account
build
Sends tracking
pixels (if needed)
AM confirms tracking
pixels are placed and keywords/ ad copy are approved
Launch Reporting
1-2 days 2-3 days 3-5 days 1-2 days
JUAN’S CHICKEN – SEARCH CAMPAIGN
[PARTNER LOGO]
Juan’s Chicken Restaurant
CLIENT BACKGROUND
LOS ANGELES TIMES SUCCESS STORY
CAMPAIGN DETAILS
• The advertiser currently runs print advertising in Hoy, Fin de Semana and wraps targeting the Hispanic community.
• Client’s first digital execution of any kind!
• Juan’s was seeking ways to generate awareness after splitting from a franchise, which led to an initial drop in business prior to launching the SEM campaign.
• To drive foot traffic as well as phone calls for their catering business.
Total Spend$60,000
Centro Spend$9,000
Campaign Length
3 Months
Geography Targeted
LADMA
DIGITAL BUDGET ALLOCATION
SEM100%
OBJECTIVE
LOS ANGELES TIMES SUCCESS STORY
ADDITIONAL COMMENTARY
“Great response via phone calls and a noted increase in foot traffic with the target audience redeeming the coupons that were posted on the site.” – Art Bracamontes, Owner
“With respect to calls placing orders, the client listened to the recorded calls and could truly see the ROI! This really sold the power of PPC for the client.” – Harvest Smith, Digital Sales Manager, LA Times
TESTIMONIAL
• 420+ recorded calls on the Kenshoo dashboard.
• Call volume increased month over month, as well as the quality. In February, calls over 60 seconds increased 5% from 99 in January to 104 in February.
• Performance increase due to usage of tracking numbers through our proxy site. Each call to our tracking number is tied directly to the keyword that led to a call. In examining that call data set we are able to identify which keywords are driving the most/best calls and optimize our campaign around those keywords.
Advertiser Name
Restaurant
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Agenda
• Top Markets & Wins• Search on the Rate Card• Success Story – Edmonton Motors• Facebook Changes• Success Story – Tidelands Ford-Lincoln• Housekeeping
Edmonton Motors
Dene Braaten, Digital Sales Manager
Edmonton Motors
AutomotiveCLIENT BACKGROUND
EDMONTON JOURNAL SUCCESS STORY
CAMPAIGN DETAILS
• Client hasn’t done any digital advertising with the Edmonton Journal since 2012. With a new decision maker in place, we had an opportunity to talk about our new audience reach solutions.
• Target Market includes – Edmonton professionals, high income earners, families and downtown Edmonton residents (based on downtown dealer location)
• Objectives: Bring in new clientele, raise the overall profile of their dealership to get people in the local area to think of his dealership first.
Total Spend$6,000
Centro Spend$2,476
Campaign Length
Monthly
Geography Targeted
High Income FSA’s in Edmonton & surrounding
BUDGET ALLOCATION
Extended Reach Network
50%
Hyper-Local Mobile
50%
EDMONTON JOURNAL SUCCESS STORY
WHY DID THEY BUY?
• Client was thrilled with our ability to reach the specific audience they were after with a targeted mobile and desktop solution.
• The golden nugget was the ability to target their competition across the river via our hyper local mobile offering. They desperately needed to bring in a new clientele. They don’t have as many new potential clients as they’d like.
ADDITIONAL COMMENTARY
“Hi Kathleen. I’d Like to pull the trigger on this renewal ASAP as I am a big fan of the results!.”
Edmonton Motors
Automotive
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Agenda
• Top Markets & Wins• Search on the Rate Card• Success Story – Edmonton Motors• Facebook Changes• Success Story – Tidelands Ford-Lincoln• Housekeeping
Industry ChangesFACEBOOK
Effective immediately all Facebook
campaigns will be purchased
programmatically through the FB
Exchange
What this really means:
All new FB campaigns will use a CPM
model (no more CPC)
Campaigns will no longer utilize 1st party
data (instead using 3rd party data
segments such as Behavior and
Demographic targeting)
Targeting will be available at the city
level (no radius)
What’s Different?Industry Changes - Facebook
Existing Campaigns
BUT WAIT! What
happens to our
existing
campaigns?!
Don’t Stress!! We’ve got you covered:Existing campaigns are grandfathered in and will still run per the insertion order in place. No changes will be made to these orders.Business as Usual…
What is New With the Switch?New OpportunitiesIndustry Changes - Facebook
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More targeting segments available:
BT, Demo, Job title targeting, etc.
Better pacing and
optimization capabilities:
Delivery, performance, etc.
New OpportunitiesIndustry Changes - Facebook
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Retargeting through Facebook:We provide a pixel for the clients site and
accrue 1st party data on unique visitors
We are then able to retarget those users while
they are browsing on FB with the right hand rail
ads
RFP our team for rates (CPM)
Requirements:
Client must have 5,000 uniques per month on their site
to run a FB retargeting campaign through our team
Early pixel Placement (30 days)
No geo-targeting
One pixel per client (we will not be able to offer
multiple pixels for different pages)
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Agenda
• Top Markets & Wins• Search on the Rate Card• Success Story – Edmonton Motors• Facebook Changes• Success Story – Tidelands Ford-Lincoln• Housekeeping
SUCCESS STORY
Lindy Studds, Advertising Sales Manager
Matt Mahood, Digital Specialist
Tidelands Ford Lincoln
Auto Dealer
CLIENT BACKGROUND
Tidelands Ford Lincoln – Coastal Connect
CAMPAIGN DETAILS
• Current client running mostly newspaper weekly print ads, with only 11% of their budget dedicated to digital
• Initially stated they would be severely cutting their budget with us because of pressure from auto manufacturers to invest more in digital & TV
• Family owned and run business, consisting of a team of decision makers with little to no digital marketing knowledge
• Additional solutions sold include print in both core and TMC products, Cars.com Print & Deliver Inserts
• They do not have a dedicated Internet Sales Manager on site
• Also doing T.V., as well as SEM/SEO and Social Media through their manufacturer
Total Spend$16,600/month
Centro Spend$8,100/month
Campaign LengthAnnual
Geography Targeted
Local DMA/Zip Codes
BUDGET ALLOCATION
Premium News
12%
Advanced Targeting
12%
Hyper-Local Mobile
38%
Contextual Targeting12%
Retargeting
Pre-Roll Video20%
Tidelands Ford Lincoln – Coastal Connect
WHY DID THEY BUY? • Multi-Media solution filling the gaps
in their “new” advertising approach
• Consultative partnership and digital education
ADDITIONAL COMMENTARY • We conducted a Needs Assessment
meeting that lasted 1.5 hours, then had 1 presentation call to close
• Able to save revenue and add incremental YOY revenue because of the new digital solutions through the Centro partnership.
Tidelands Ford Lincoln
Auto Dealer
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Agenda
• Top Markets & Wins• Search on the Rate Card• Success Story – Edmonton Motors• Facebook Changes• Success Story – Tidelands Ford-Lincoln• Housekeeping
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Basics SessionApril 17th @ 11am CDT
Advanced Session-Multi-Platform Media SellingApril 17th @ 11:30am CDT
Wednesday, April 9th @ 2:00pm CDT
When: Thursday, April 10th
Where: University of Chicago Gleacher CenterChicago, IL
TRAINING THURSDAY AD OPS CALL DIGITAL SALES ACADEMY
HOUSEKEEPING
Goes into effect Today! (4/1)
2 New Offerings
No Rate Changes
Q2 RATE CARD
Contest Dates: • We will be accepting
entries until May 31st
Prizes: • All valid submissions
will receive a $10 Starbucks Gift Card
• Success Stories featured on an All-Hands Call will receive a $50 Amazon Gift Card
• All valid submissions will be entered into the Grand Prize Drawing for an iPad Mini!
SUCCESS STORY CONTEST!
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THANK YOU!