Distribution Ad Platform_ The Role of Distribution Ad Network.pdf
ROI of Paid Digital Media
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2. BERGHS SCHOOL OF COMMUNICATION
INTERACTIVE COMMUNICATION!
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ROI & MÄTBARHET!
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ANTOANETA NIKOLAEVA!
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15 APRIL 2014
3. BERGHS SCHOOL OF COMMUNICATION
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THE INTERACTIVE COMMUNICATOR’S !
GUIDE TO !
PAID DIGITAL MEDIA!
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ANTOANETA NIKOLAEVA
4. Who: Antoaneta
What do I do : Analyse and optimise
Where: Aftonbladet
Past: Outfox Consulting, DT Group
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Email me : anikolaeva@gmail.com
Link me: linkedin.com/in/anikolaeva
5. • What can marketers do to end global poverty?
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• How to create a strategy for paid advertising?
Key Concepts
Planning
Timing
Evaluating and ROI
Agenda
6. Half the money I spend
on advertising is
wasted; the trouble is I
don't know which half.”
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John Wannamaker, father of modern advertising
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16. 18%44% 10%
had a positive
attitude towards
advertising in 2005
Source: www.annons.se/sites/default/files/novus_reklamrapporten_2012.pdf
17. 18%44% 10%
had a positive
attitude towards
advertising in 2005
with a positive
attitude towards
advertising in 2012
Source: www.annons.se/sites/default/files/novus_reklamrapporten_2012.pdf
18. 18%44% 10%
had a positive
attitude towards
advertising in 2005
with a positive
attitude towards
advertising in 2012
with a positive attitude
towards mobile
advertising in 2012
Source: www.annons.se/sites/default/files/novus_reklamrapporten_2012.pdf
20. 67% !
of marketers today don’t
believe marketing ROI
requires a financial outcome
Source: WARC, the World Advertising Research Center
https://www.fournaisegroup.com/marketers-not-trained-in-marketing-performance-and-roi/
24. Digital marketing trifecta
Owned media
Earned media Paid media
Web properties!
Owned websites
Social media channels
Email
Sharing!
Mentions
Shares
Reviews
SEO
25. Digital marketing trifecta
Owned media
Earned media Paid media
Web properties!
Owned websites
Social media channels
Email
Advertising!
PPC
Display
Affiliates
Social media ads
Content promotions
Video advertising
Sharing!
Mentions
Shares
Reviews
SEO
26. Search engine marketing
(SEM)
Pay only for the click (PPC)
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Short time to market
Reach
Control over audience
Control over budget
Flexible
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Competition can be high.
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28. Affiliate marketing
Cost per action (CPA)
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Low risk
High ROI
High availability of networks
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Cannibalisation
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29. Social media ads
Pay per click (PPC) or optimised
impressions(oCPM)
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Targetable
Control over budget
Flexible
Increase fan and follower base
Beneficial for word of mouth
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Wrong advertising can easily
backfire
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30. Key terms to know
• PPC - Pay per click
• SEM - Search engine marketing
• CTR - Click through Rate
• CPA - Cost per Action
• CPC - Cost per Click
• CPM - Cost per mille - thousand ad impressions
• oCPM- Cost per mille - thousand ad optimised impressions
• ROI - Return on investment
• KPI - Key performance indicator
• QS - Quality score
32. An online paid advertising strategy is a plan of
action to achieve a goal with the help of digital
advertising tools
Who, What, When, Where,How
33. An online paid advertising strategy is a plan of
action to achieve a goal with the help of digital
advertising tools
Specific, Measurable,Time-related
34. Desired outcome
Set clear, specific and time based goals and KPIs for
the campaign that are connected to your digital and
business objectives.
Key Performance Indicator: a quantifiable measure
used to compare performance in terms of meeting the
strategic and operational goals
42. 77% 67% 65%
of television viewers
use another device
at the same time
Source. http://www.thinkwithgoogle.com/tools/databoard.html
43. 77% 67% 65%
Start shopping on
one device and
continue to another
of television viewers
use another device
at the same time
Source. http://www.thinkwithgoogle.com/tools/databoard.html
44. 77% 67% 65%
Start shopping on
one device and
continue to another
of television viewers
use another device
at the same time
of total revenue comes
from purchases made in
more than one step
Source. http://www.thinkwithgoogle.com/tools/databoard.html
45. Journey to online purchase
Source: Google, http://www.thinkwithgoogle.com/tools/customer-journey-to-online-purchase.html
52. Donation related searches start
to increase.
30%
Source. think with google
increase from August to
September
2 weeks
September
53. Donation related searches start
to increase.
30%
Source. think with google
increase from August to
September
1 in 3 donors spend over 2
weeks researching before
making a donation2 weeks
September
57. Adwords
Type of organisation: Online retailer
Goal: Increase of orders and revenue
KPIs for the campaign: CR, Revenue,ROI
Channel: Adwords
Time: Continuous optimisation
Other drivers: Brand awareness, relevant traffic
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60. Yahoo DR
Type of organisation: Software provider
Goal: Increase of leads , Sign up for the freemium service
KPIs for the campaign: Sign ups,CR & ROI
Channel: Yahoo DR
Time: September 2013
Other drivers: Relevant traffic, Retention
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61. The value of a lead generation
campaign
Av. Lead Value= (Revenue during Y time frame/ Leads during Y time frame)* profit margin
71. 33% !
of marketers today know
that marketing ROI
requires a financial
outcome.
Source: WARC, the World Advertising Research Center
https://www.fournaisegroup.com/marketers-not-trained-in-marketing-performance-and-roi/