Hoe stelt u de ideale channel mix samen? Hoe aligneert u kanalen met de inhoud en doelstelling van uw website? Aan de hand van een uitgekiend concept tonen we hoe u de beste keuze kan maken. Aan de hand van 3 cases (een school, een bank en een shop) helpen we u te bepalen welke kanalen u best op welke manier inzet voor mobile of desktop advertising.

1. Multi-channel mix
Inspiration Day

3. A playful setlist
Channels Display Remarketing Social Search Mail

4. A playful setlist
Discovery Understanding Desire Action Loyalty
Channels
Content
Display Search Social Retargeting Mail

5. Display Search Social Retargeting Mail
Subscribe Download Contact Order Submit
A playful setlist
Discovery Understanding Desire Action Loyalty
Channels
Content
Conversions

6. Display Search Social Retargeting Mail
Subscribe Download Contact Order Submit
A playful setlist
Discovery Understanding Desire Action Loyalty
Channels
Content
Conversions

7. Display Search Social Retargeting Mail
Subscribe Download Contact Order Submit
A playful setlist
Discovery Understanding Desire Action Loyalty
Channels
Content
Conversions

9. Mixing different channels
Desktop
Mobile

10. Mixing different channels
Desktop
Mobile

11. Mixing different channels > desktop
Discovery
• Search advertising (AdWords product feed, generic search ads)
• Video advertising (YouTube)
Understanding
• Display advertising (AdWords, RTB, pop-under)
• Search advertising (AdWords product listing ads)
Desire
• Display advertising (image-text combo, email, Facebook, wallpaper)
• Affiliate advertising (price compare sites, traffic broker)
Action
• Search advertising (AdWords brand campaigns)
Loyalty
• Display advertising (dynamic retargeting)
• Affiliate advertising (cashback, vouchers)

12. Mixing different channels
Desktop
Mobile

13. Mixing different channels > mobile
Discovery
• Search advertising (AdWords product feed + generic search)
• Video advertising (YouTube)
Understanding
• Display advertising (AdWords, RTB)
• Search advertising (AdWords product listing ads)
Desire
• Display advertising (interstitial, email, Facebook)
• Affiliate advertising (price compare sites)
Action
• Search advertising (AdWords brand, click-to-call, click-to-
download ads)
Loyalty
• Affiliate advertising (cashback, vouchers)

15. DJ at work
School
Bank
Shop

16. DJ at work
School
Bank
Shop

17. School > intro
Group of 5 schools located in Switzerland
International multilingual target group
Primary KPI’s:
– # Leads
– CPL: cost per lead
– CPS: cost per sale
Start with content optimization
Continue with alignment of content and channels

18. School > content
Discovery Understanding Desire Action Loyalty

19. School > content
Discovery
Home
About
HIM
Understanding
Program
details
How to
apply
New
students
Desire
Student
life
Action
Contact
Loyalty
Your
career
News

20. School > content + channels
Discovery
Home
About
HIM
Understanding
Program
details
How to
apply
New
students
Desire
Student
life
Action
Contact
Loyalty
Your
career
News
AdWords
(generic search + display)
AdWords
(branded search + remarketing)
Social

21. School > content + channels
Discovery
Optimize
content
Understanding
Optimize
content
Desire
Add
content
Action
Add A/B
tests
Loyalty
Add
content
AdWords
(generic search + display)
AdWords
(branded search + remarketing)
Social

22. School > conversions

23. School > conversions
What if I
don’t know
yet?
Looks like
a required
field
Draws
attention
away from
main goal
No
introduction?
What
happens to
my personal
information?
Which format
should I use?
I’m
requesting
a brochure

24. School > conversions

25. School > conversions

26. School > conversions
At first: mobile bid adjustment of -100 %
But: gradual deployment of Responsive Design per site
Focus on actionable landing pages (Call-me-back form)
– Targeted only within specific time frame (9AM – 5PM)
– Targeted only in specific regions & countries

27. DJ at work
School
Bank
Shop

28. Bank > intro
Bank focused on personal and business savings
Local, bilingual target audience
Primary KPI’s:
– CPL: Cost per lead
– CPA: Cost per account
Start with content (re)structure and continue with
conversion model applied to new wireframes

29. Bank > content
Discovery
Save &
pay
Invest
Understanding
Document
center
Service
center
Action
Open
account
My
account
Loyalty
News
Reviews

30. Bank > content
Discovery Understanding
ActionLoyalty

31. Bank > content
•Open account
•My account
•News
•Review
•Document
center
•Service center
•Save & pay
•Invest
Discovery Understanding
ActionLoyalty

32. Bank > content
•Open account
•My account
•News
•Review
•Document
center
•Service center
•Save & pay
•Invest
Discovery
~pageviews
Understanding
~downloads
Action
~leads
Loyalty
~subscriptions

33. Bank > content
Before (macro)converting to a lead
– Main objective = discovery + understanding
Before (macro)converting to a lead
– Main objective = loyalty
Objectives can be combined on page level

34. Bank > content (homepage)
Action 15%
Discovery 30%
Understanding 30%
Action 15%
Loyalty 10%

35. Bank > content (product page)
Action 15%
Discovery 30%
Understanding 30%
Action 15%
Loyalty 10%

36. Bank > content (account opening page)
Action 40%
Action 20%
Understanding 40%

37. Bank > channels + content + conversions
Channels
• Owned media
• Paid media
• Earned media
Content
• Discovery
• Understanding
• Action
• Loyalty
Conversion
• Micro conversions
• Macro conversions

38. Bank > channels + content + conversions
Affiliate
Discovery
Macro

39. Bank > channels + content + conversions
Social
Loyalty
Micro

40. DJ at work
School
Bank
Shop

41. Shop > intro
Set of shops with broad range of leisure products
Local, singlelingual target audience
Primary KPI’s:
– Revenue
– CPS: Cost per Sale
Group content and evaluate channels and conversions per
type of content to discover page value

42. Shop > content
Discovery
LOCATOR
pages
Understanding
FAQ
pages
Action
PROMO
pages
Loyalty
BLOG
pages

43. Shop > content
Discovery
LOCATOR
pages
Understanding
FAQ
pages
Action
PROMO
pages
Loyalty
BLOG
pages
.*(winkels).*
.*(faq).*
.*(acties).*
.*(blog).*

44. Shop > content

45. Shop > content

46. Shop > content

47. Shop > content

48. Shop > content

49. Shop > content

50. Shop > channels

51. Shop > channels

52. Shop > channels

53. Shop > conversions

54. Shop > conversions

55. Shop > conversions

56. Shop > conversions

57. Shop > conversions

59. How to score a hit?
Avoid bad content; online advertising always starts with
content (re)structure and/or optimization
Align channels with types of content and conversions
Distinguish between desktop and mobile advertising
channels and focus on device-specific conversions
Create custom segments or channel and content groups to
analyze the ad performance quality categorically