2. Today’s Agenda
• An Overview of Why Digital
Marketing is Important for your
Business
• Understand How Each Type of Digital
Marketing is a Piece of a Marketing
Puzzle
• Answers to Any Questions You Have
About How This Marketing Works
• Leave Today With Tangible Next Steps
for Growing Your Business
3. Belfast Telegraph
Social
Media
Streaming Video
Audience Targeted Display
Search: SEM & SEO
Mobile
Awareness
Favorability
Consideration
Shopping
Purchase
Intent to Purchase
1) Local.com Banners
2) Facebook Promo
3) Mobile Banners
4) Pre-Roll
5) Behavioral Targeting
6) Search
This model can be applied to a thorough clients needs assessment to create a custom digital marketing campaign.
Consumer Purchasing Funnel Digital Product Pyramid Client Proposal
Building successful marketing solutions
5. Premium Display Advertising
Amplify your message with premium ad
units:
• Standard – Leaderboard, MPU, Sky
• Billboard / Bellybuster
• Expandable/Pushdown
• Rich Media Floating
• Rich Media Takeover
• Video
• Wallpaper
• Peel Back Ads
(please see packs for examples)
6. Bel Tel
Amazon
Ebay
MSN
Network Digital Display
• Access the largest
marketplace of premium
ad inventory and leverage
premium data targeting
to minimize wasted
views.
• Access to more than 10 -
15 Billion impression each
day from more than 800
publishers.
• Targeting
– Demographic
– Behavioural
– Geographic
– Frequency Capping
– Retargeting
8. Content Targeting
Targeting groups of content allows you to narrow the audience you are looking for
based upon the content they are digesting.
Fashion
Education
Family
Finance
Politics
Shopping
Science
Gadgets
Motors
Weather
Dating
Holidays
Jobs
Music
Pets
Home Improvement
Sports
Business
Health
Moms
Travel
Cultural
Property
Games
9. Behavioural Targeting
Targeting a users based upon their behavior and interest online.
Shoppers
Family Oriented
Food Craver
Sports Fans
Entertainment Craver
Gamers
Business Savvy
Makes and Models of Cars
Travel Destinations
Healthcare Needs
Educational Seeker
Property Buyers
Job Seekers
Fashion Passionate
10. Re-engage with customers
who started a shopping
cart, but didn’t finish
Target customers based
on products they
searched for
Re-engage with customers
interested in high-margin
products
Increase retention
by targeting
“Shop-A-Likes”
Retarget Users Based on Site Engagement
12. Mobile Advertising
What 3 things do people never leave the
house without?
1. Keys
2. Wallet
3. Mobile Phone
70% of smartphone users say
“I won’t leave home without it.”
13. Second and Third Screen Viewing
• 40% of people use a second screen while watching TV daily
14. Premium App Advertising
App Downloads
• Propertynews: 78,346
• Nijobfinder: 23,563
• Nicarfinder: 24,771
• Belfast Telegraph: 18,448 iphone, 19,457 ipad
Advertising available
within all Apps
• Fantastic click through rates at average of 0.20%
• All apps are also available for exclusive sponsorship
15. Mobile / In-App Advertising
• Geo Aware Technology • Interstitials
• Expandable Banners • Video
16. Mobile / In-App Capabilities
• Click to call • Click to email
• Click to map • Click to Video
17. Country
City
Post Codes
Place your message on news & interest mobile sites, giving you the ability to target users:
Geo-
Target
Content-
Target
Device-
Target
News
Sports
Business
Finance
Gaming
Food
Entertainment
Travel
iPhone
Android
Blackberry
Windows Mobile
Network Mobile
18. Case Study: Toland House
• Excellent performance:
CTR%
Blended property
apps and extended
network
Total: 2.13%
22. Mobile – A Key to Facebook Success!
• 600 Million
active Facebook users on Mobile
• 60%+
of all users access Facebook only on their mobile device
• 33 minutes:
average time smartphone owners spend on Facebook every
day via their device.
• 2x higher
click-through-rate on FB mobile vs. desktop
• 76% more
clicks on FB mobile vs. desktop
24. Facebook Offers
Tracking options:
• In Store, Online
• Integrate with systems
• When a user claims the offer, they
automatically receive and email with the
offer
26. Sponsored Engagement
To Who?What?
Fans
1. Retain
2. Transform from
users, to fans, to
Brand Advocates
Non-Fans
Like Acquisition to Gain
Geo
Connections
Interests (Brands)
Workplace
Education
Age
Gender
Relationship Status
Device
Targeting
• Sponsored engagement is a
strategic blend of content and
paid Facebook advertising
• Delivered to highly-targeted users
on mobile and desktop
• Types of sponsored engagement:
̶ Marketplace Ads
̶ Promoted Posts
̶ Sponsored Stories
27. Sponsored StoriesPromoted Posts Facebook Ads
Promoted Posts ensure your posts get seen
by keeping them at the top of the
newsfeed.
Sponsored stories alert friends of your fans
when your fans engage with your brand.
• Page Likes and Comments
• Check-Ins
• Events Joined
• Apps & Games Played
• Apps Shared
• Posts, Likes & Comments
Facebook Ads appear live on the right side
of the page and are served to your target
market.
Sponsored Engagement Ad Types
28. Case Study: Embassy Steakhouse
• Sligo restaurant launched a free
bottle of house wine with dinner
promotion last week
• Over 200 people claimed the
offer in 1 day
30. Maximize 100% of the SERP
• 100 % Market Reach:
There are 2 core components to Search Marketing required to reach
• 100% of the advertisers potential customers:
Paid listings or PPC, and organic listings or SEO
31. Did you know?
• 62% reduction in churn when
campaigns include search!
• 52% lift in display ad conversions
when search is included in the
campaign.
• 50% of advertisers digital budget is
spent on search!
32. SEO – Search Engine Optimisation
Search Engine Optimisation:
• The act of enhancing web pages so they rank higher on Google, Yahoo!, and Bing
in the Organic Listings.
Advantages:
• Up to 80% of people spend time in the organic results
• High Google Ranking
• Long-Term Results
• Link Building
• Content and Coding optimisation
33. Fundamental Elements of SEO
There are 3 Fundamental Elements of SEO:
1. Site Structure & Optimisation
• Review site issues (coding, linking, content, navigation, HTML and XML
sitemap, etc.)
• Optimise a variety of static HTML pages; including creation of keyword-rich
titles, meta descriptions and image alt text
2. Content Creation & Optimisation
• Re-write and optimise Website marketing copy on targeted pages to attract
traffic, convert site visitors and add value for users.
3. Link Development & Optimisation
• Directory and Search Engine Submissions
• Article writing and distribution services
• Social Bookmarking
34. Local Search Marketing
• 82% of all users use the internet to search for products or services.
• 35% of searches have local intent.
• 89% of users will not leave the first page to find a local business.
35. SEM – Search Engine Marketing
Search Engine Marketing:
• Renting ads on the front page of Google on per click basis.
Advantages:
• Fast Traffic
• Exposure in Sponsored Links
• Precision Targeting
• A/B Testing
• Universal Monitoring
36. Fundamental Elements of SEM
There are 4 Fundamental Elements of SEM:
1. Keyword Research and optimisation
2. Text Ad Composition and optimisation
3. Landing Page Selection and optimisation
4. Ad Extension Selection and optimisation
37. SEM Tactics
Optimal Results Tactics:
– Keyword knowledge – research and experience in industry specific search
behaviour; keywords that align with your business strengths/focus
– Long tail – building out lists of long-tail search terms for better ROI
– A/B testing - of text ads
– Geographic targeting – pinpoint-targeted campaigns based on consumer
behaviour
– Location extensions – ads featuring business locations
– Site-link extensions – deep linking from ads to accommodate specific
searcher interests
– Call tracking – measure results from search campaigns
– Offers/promotions – ads featuring specific offers and promotions
– Seasonal tactics – adjusting budgets, keywords, based on product/service
seasonality
– ROI-based optimisation – adjusting bids & budgets to maximise leads/sales
38. Case Study: SERE
• Maximum impact with immediate
traffic to your website!
• Week one of PPC campaign
resulted in an impressive 4.4%
click through rate.
40. Campaign Implementation & Management
Campaign Management Process
• Strategy
• Execution
• Optimization
• Metrics
Account Takeover Checklist
• “Kick-Off” call with client contact, local
contact & Campaign Management
team
• Implement/execute campaign based
on client’s goals/targets
• Monthly reporting call to review the
previous month’s data and execute any
adjustments for next 30 days
41. Phases of Optimisation
1. Pre-Sale optimisation:
a) Platforms Choice
b) Targeting Choice
c) Geo Targeting Choice
d) Impression Level
2. Pre-Flight optimisation Ops
a) Verifying Platform Targets
b) Verifying and Clarifying Targets
c) Verifying Geo Targets
d) Quantifying Impression Targets
3. Mid Flight optimisation
a) Line optimisation
b) Platform optimisation
c) Geo optimisation
d) Size
4. Post Sale/Reporting optimisation –
Examination & New Buysheet
a) Platform & Line Evaluation
b) CTR & CPC
c) Impressions Delivery
d) Size
43. Testimonial
“We have beenworkingwithAdtaxionourFacebookadvertisingandcompetitionoverthe last3
monthsand since thenwe have achievedanincrease inlikesinline withourobjectives.The teamhave
beenveryefficientatrespondingtoemailsandassistingwithanyqueriesIhave had,as well asmaking
suggestionswherenecessary.Adtaxiwillnowbe helpingusdevelopoursocial mediastrategyacross
otherplatforms.”
Michele Ryan
CIMA
44. ‘’INMhave beenmanagingourdigital marketingforthe lastthree monthsandthe resultswe’ve seen
have beenveryimpressive.Ourcampaignconsistsof searchengine marketing,adtaxi display,re-
targeting,independent.ieandsearchengine optimisation.Thishashelpedussignificantlyintargeting
our keyaudiencesinIrelandandthe UnitedStates.
Overall Iwouldhave nohesitationinrecommendingINMforany digital marketingcampaign’’.
AndrewNolan
Testimonial
