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
9. • pharmaceutical marketing agency
– media buying
– social media
– analytics
– SEO/SEM
• founded in 1981 by former GSK employee
• 200+ Employees
• family owned and operated
9
CMIMedia (@CMIMedia)
19. • auction-based “bidding” system
• bid x quality score = ad rank
• only pay enough to beat the next guy
• only pay when somebody clicks
howdoes sem work?
19
22. account hierarchy
• account
– billing, passwords,
time zone
• campaign
– budget, locations,
network
• ad group
– keywords, ad copy,
destinations,
extensions
22
ACCOUN
T
CAMPAIGN CAMPAIGN
AD
GROUP
AD
GROUP
AD
GROUPAD
GROUP
25. • 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
25
phase 2 –pickkeywords
26. 26
broad: red bull
also matches: red bullets, energy drink, redbull, red bull & vodka,
buy red bulls, red energy drink
modified broad: +red bull
also matches: red bull & vodka, buy red bulls, red energy drink
modified broad: +red +bull
also 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
28. 28
ad copy specs
Headline Is 25 Characters
www.one35character.com/Display-URL
Two Description Lines That Must Fit
Everything in 35 Characters or Less
29. • major keywords in copy
– bolded, increases relevance (and quality score)
• key value propositions
– why shouldI buy from you?
• strong, clear cut callto action
– what am I supposed to do?
29
ad copy keys to success
32. • 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?
32
competitive research tools
33. • paid management tools
– marin, acqusio, kenshoo etc.
• why do agencies use these tools?
• Benefits?
– advanced bid management
– easier bulk editing
– advanced reporting
33
account management tools
35. • what is display? where do you see it?
• who offers display?
– Direct to network
– Ad network
– DSP
35
displayadvertising
36. • cpm
–cost per thousand (impressions)
• cpc
–cost per click
• cpa
–cost per acquisition
36
howdo youpayfor display?
37. • 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
37
direct-to-network display
38. • 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
38
ad networks
39. • 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
39
demand sideplatform (DSPs)
40. • what is a premium placement?
• where can these buys occur?
– MSN
– Yahoo
– Youtube
– ESPN
• what effect do they have?
40
premium placements
41. • how can display help boost video
advertising?
– companion ads = more real estate
– interact with engaged consumers
• premium placements
41
display-youtube
42. • How can display help boost video advertising?
– Companion ads = more real estate
– Interact with engaged consumers
• Premium Placements
42
youtubebrand experience
44. retargeting
• advertise to site visitors
who didn’t convert
– influence purchase decisions
– move customer through the
purchase cycle
– upsell current customers
– grow lifetime value
44
54. • 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
54
56. • 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
56
ad text optimization
58. • each keyword needs
attention
• intent:
– compare insurance
vs. buy insurance
– which is better for
your business?
• match type matters
58
• important metrics
– CPC
– conversion rate
– cost per conversion
– top vs. side
performance
• not all metrics are in
AdWords
– margin/LTV
– attribution
keyword optimization
59. • account structure can be influenced by
industry
– by product
– by Theme
• provide best experience to searcher
– they’re called ad groups for a reason
59
search
query
text ad
landing
page
accountstructure optimization
61. • 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 policy
61
21st Centurypaid search study
62. • 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
62
21st Century– tactics & strategy
63. TPG’s efforts resulted in
– over a 500% increase in policy production
– over a 250% decrease in cost per policy
63
Jan-10
Feb-10
Mar-10
Apr-10
May-10
Jun-10
Jul-10
Aug-10
Sep-10
Oct-10
Nov-10
Dec-10
CostPerPolicy
Policies
Policies Cost Per Policy
21st Century-results
71. • poor industry perception
• long decision cycle
• increasing competition from generic
schools
• high margins = high competition
• strong regional brand perception,
limited national recognition
71
DrexelOnline- hurdles
72. • 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
72
DrexelOnline- strategies
74. • SEER client for five seven years
• 196% lift in app starts, 10% drop in CPA in
an increasingly expensive space
DrexelOnline– results
74
2007 2008 2009 2010 2011
App
Starts
CPA
Goal
Cost Per
App Start
76. • 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 context
Customers as brand advocates
Still advertising
76
pass the ball
77. further reading
• google.com/partners
• ppchero.com
• search engine land/watch
• seerinteractive.com/blog
• #ppcchat
• TPG and SEER are looking for interns!
– jfreid@tpgphl.com
– aaronl@seerinteractive.com
77
80. • 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
FloridaBlue – socialmedia
80
81. • develop content on Florida Blue’s
website & blog that is promotion worthy
• promote content through social media
channels both organically and through
paid media
81
FloridaBlue – strategy & tactics
82. • @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!
82
FloridaBlue -twitter results
83. 83
• 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.
FloridaBlue -twitter results
93. 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
95. • 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
95
96. • 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
variables
font, logo position, action, color and cues
– utilized Optimost testing software
21st Century: landing page optimization
96
97. • 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 – landingpage results
97
98. • 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 context
Customers as brand advocates
Still advertising
98
pass the ball
99. further reading
• google.com/partners
• ppchero.com
• search engine land/watch
• seerinteractive.com/blog
• #ppcchat
• TPG and SEER are looking for interns!
– jfreid@tpgphl.com
– aaronl@seerinteractive.com
99