Robert Laver, Head of Business at 4Ps Marketing, took the attendees of Digital EDGEucation 2014 through the user journey of awareness, consideration and conversion using digital advertising.

1. 4Ps Marketing
Advanced Digital Advertising

2. 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

3. Achieving Ultimate Digital Advertising Coverage

4. Using Digital Advertising to Generate Leads
What do these networks offer?
Awareness Consideration Conversion

5. Awareness Consideration Conversion

6. Awareness
Real Time Bidding

8. Real Time Bidding

9. 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

10. Direct Quote
£95 CPM
£10K investment for
100,000 Impressions

11. RTB
£5 CPM
£10K investment for
2 Million Impressions

12. 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

13. 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

14. 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:

15. Awareness
Expectations need to be clear from the start
Don’t rely on one data source for evidence of return
No awareness > no brand

16. Consideration
Google AdWords

18. 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

19. Structure
Relevance to a keyword is marked out of 10 (a quality score) based on:
Advert Keyword
Landing Page Keyword

20. 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

21. 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

22. 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?

24. Conversion
Retargeting

25. Retargeting

28. 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

29. Conversion Touch Points
Display/RTB/Video/
Offline
Social/Social
Advertising
Social Interaction
PPC/SEO
Retargeting
A
N
A
L
Y
T
I
C
SLoyalty
Repurchase/Add-Ons
Conversion
Consideration
Awareness

30. Important to remember
Everything has exceptions
Don’t take my word for it, go and test it!
Remaining stationary > you’re going backwards

31. Predictions
2014

32. 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