Presentation during Inspiration Days of The Reference.

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

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

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

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:
– 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
At first: mobile bid adjustment of -100 %
But: gradual deployment of mobile templates 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

25. DJ at work
School
Bank
Shop

26. Bank > intro
Bank focused on personal and business savings
Local, bilingual target group
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

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

28. Bank > content
Discovery Understanding
ActionLoyalty

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

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

31. 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 a page level

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

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

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

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

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

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

38. DJ at work
School
Bank
Shop

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

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

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

42. Shop > content

43. Shop > content

44. Shop > content

45. Shop > content

46. Shop > content

47. Shop > content

48. Shop > channels

49. Shop > channels

50. Shop > channels

51. Shop > conversions

52. Shop > conversions

53. Shop > conversions

54. Shop > conversions

55. Shop > conversions

57. 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