Ruth’s presentation outlines what results mean to different companies and organisations, from raising brand awareness, to driving leads and ecommerce revenue. Her presentation will take a deep-dive into each objective and provide strategic and actionable tips to improve online presence and to meet goals and objectives. Ruth will also discuss some of her recent projects and case studies to inspire creative digital advertising approaches.

2. Overview
1. What is digital advertising?
2. What do results mean to you?
3. Driving results in brand awareness
4. Driving results in lead generation
5. Driving results in ecommerce

3. • PPC Advertising Executive at The Tomorrow Lab
• Google Certified Professional:
 Google AdWords Fundamentals
 Google Advanced Search Advertising
 Google Video Advertising
 Google Shopping Advertising
 Google Audience Product Expert
 Google Analytics
• Bing Ads Accredited Professional
But First, about me!

4. What is
Digital Advertising?

5. Any advertisement on the internet…
What is Digital
Advertising?

6. What is Digital
Advertising?It helps you reach and influence core
audiences with more precision at each
step of their customer journey.

7. It’s a Means to Achieve Objectives

8. The Customer Journey & Funnel

9. What do results
mean to you?

10. • The Princes Trust, Concern, Audiences NI?
Awareness of your cause, fundraising or giving back to the community.
• Reperio Human Capital, Aurion Learning, Ulster Carpets?
Candidate recruitment or lead generation.
• Keylite Roof Windows?
Driving ecommerce sales of roof windows.
What do results mean to …

11. Driving Results in
Brand Awareness

12. Building a familiarity with your company
and its products and services or your
cause among your target audience.
What is brand awareness?

13. How do we know it works?

14. • Increasing interactions with your brand
• Building more positive brand associations
• Increasing brand loyalty
• Motivating customers to engage with your brand
and its associated products
What is Brand Awareness (Ctd.)

15. 1. Search Campaigns
(applicable on Google AdWords & Bing Ads)
• Buy branded keywords
• Buy category keywords
• Buy competitor keywords
How to raise brand awareness

16. 2. Display & Video Campaigns
(applicable on Google AdWords & YouTube)
• With contextual targeting
• With placement targeting
• With topic targeting
• With audience targeting
• With demographic targeting
How to raise brand awareness

17. • Impressions (CPM/CPC)
• Customer Engagement (CTR &
Conversions)
• Reach & Frequency
Brand Awareness – Key Metrics

18. Case Study:
The Lir Academy

19. Results & Outcomes
Display ads generated almost 300K
impressions, 1.2K+ clicks and a CTR OF
0.41%
Affinity campaign success with 92 secs on site
The Challenge
To raise awareness of The Lir Junior
Academy
Case Study – The Lir

21. Driving Results In
Lead Generation

22. Leads are intent-driven
actions taken by potential
customers such as newsletter
sign-ups, brochure
downloads, free trial
registrations and contact form
submissions.
What are leads?

23. 1. Search Campaigns
(applicable on Google AdWords & Bing Ads)
• Long-tail keyword targeted
• Engaging ad text promoting
USPs and a clear call-to-action
• Quality and accessible landing
page with an explicit call-to-
action
• Retargeting on search network.
How to drive leads

24. 2. Display Campaigns
(applicable on Google AdWords)
• In-market display campaigns
(coming to Bing Ads soon)
• Display remarketing
• Competitor targeting on Gmail
How to drive leads

26. • Number of conversions
• Cost per conversion
• Conversion rate
• Keyword conversion data
• Data on landing pages
Lead Generation – Key Metrics

27. • Length of sales cycle
• Conversion rate differences across
services
• Time lag
• Value of leads
• Repeat customers
• Lifetime customer value
Avg Monthly Revenue per Customer x Gross Margin per
Customer ÷ Monthly Churn Rate
Lead Generation – Key Metrics and more
…

28. “Sell 300 desks over a
12 month period”
Example
Campaign
To sell 300 desks with a 10% conversion
rate of leads to sales…
We need to generate 3000 enquiries.
At a unit price of £300 and a target of 300
sales….
We stand to make revenue of £90K.
Of this 90K, £30K is manufacturing cost and
£60K is gross margin.
Minus advertising costs of £24K from our
£60K total gross margin…
We stand to make £36K in profit!

29. “Sell 300 desks over a
12 month period”
Example
Campaign This results in a
150% RETURN ON
INVESTMENT.
ROI = (£36K/£24K*100) =
150%

30. Case Study:
Home Design Group

31. Results & Outcomes
3 months PPC generated 102 enquiries - a
2% conversion rate on the search network.
The Challenge
To drive leads for doors, windows and
roofline, for a new home improvement
company.
Case Study – Home
Design Group

32. Driving Results
In e-commerce

33. Commercial transactions which
take place electronically on a
website.
It includes consumer based retail
sites, through to auction or music
sites, to businesses trading goods
and services.
What is e-commerce?

34. 1. Search Campaigns
(applicable on Google AdWords & Bing Ads)
Same principles as for lead generation.
• Long-tail keyword targeted
• Engaging ad text promoting USPs and a clear call-to-action
• Quality and accessible landing page with an explicit call-to-action
• Retargeting on search network.
How to drive e-commerce conversions

35. 2. Shopping campaigns on search
(applicable on Google AdWords & Bing Ads)
• Submit a shopping feed to Google Merchant Centre & Bing Merchant Center
• Provide recommended attributes & resolve product disapprovals
• Optimise product titles & descriptions
• Ensure pricing is correct
• Use promotion extensions
• Use correct campaign structure &
priority settings
• Optimise via bids & negatives
How to drive e-commerce conversions

36. 3. Dynamic remarketing campaigns
(applicable on Google AdWords)
• Ensure a high quality business data feed
• Include your full catalogue of products with relevant images, titles and prices.
• Tag with custom parameters
• Segment your audiences
• Tailor the template to your brand colours
How to drive e-commerce conversions

37. • Number of conversions
(transactions)
• Cost per conversion
• Conversion rate
• Keyword conversion data
• Data on landing pages
E-commerce – Key Metrics?

38. • Length of sales cycle
• Conversion rate differences across
products
• Time lag
• Value of leads
• Repeat customers
• Lifetime customer value
Avg Monthly Revenue per Customer x Gross
Margin per Customer ÷ Monthly Churn Rate
And more …

39. “Sell 1,000 pairs of
sports shoes over a 12
month period”
Example
Campaign
To sell 1000 pairs of sport shoes with a 4%
conversion rate of clicks to sales…
We need to generate 25,000 clicks.
At a unit price of £100 and a target of 1000
sales….
We stand to make revenue of £100K.
Of this 100K, £60K is manufacturing cost and
£40K is gross margin.
Minus advertising costs of £25K from our £40K
total gross margin…
We stand to make £15K in profit!

40. “Sell 1,000 pairs of
sports shoes over a 12
month period”
Example
Campaign This results in a
60% RETURN ON
INVESTMENT.
ROI = (£15K/£25K*100) = 60%

41. Case Study:
Revive Active

42. Results & Outcomes
(First 3 months)
PPC revenue accounted for 27% of all revenue
PPC was the second best performing channel
The Challenge
To grow their e-commerce sales
Case Study – Revive Active

43. Quick Recap

44. • Reach and influence core audiences with more precision at each step of their
customer journey.
• Brand Awareness
• Bid on brand, category and competitor keywords on search and implement display
campaigns.
• Lead Generation
• Bid on long tail keywords and use clear CTA’s and landing pages. Implement conversion
focused display campaigns.
• Ecommerce
• Bid on long-tail search, implement Google Shopping & Dynamic Remarketing.
• Measure and accurately track results!
Quick Recap

45. www.thetomorrowlab.com
Thank you!
Email: ruth@thetomorrowlab.com
Twitter: @ruthcowan5 // @thetomorrowlab