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Digital Marketing Strategy
Britain O’Connor
Anthony Azzariti
Bullseye Marketing, LLC
February 2013
Structure:Who we are49 full time employees NJ based / Nationwide experience
A Team
• Owners of the company intimately involvedTechFinanceSales
• Veteran Bullseye employees who understand your organization
• Longevity of Bullseye employees
• Sprint specific on search
• Display experts
• Mobile / Video wizards
• Senior Programmers / 2 QA
• Former Google / Bing / Yahoo reps / Agency team members
• One Point of Contact. Multiple back ups
Nimble and Efficient:
• One discussion
• Many goals
• One Mission
Structure:What we doFull service digital agency with real time optimization
across all emerging media
Search
• IP address technology allows for:Real time bid optimizationKeyword inception targetingQuery to phone call trackingClosed loop system User Query to Sales
Tracking
Display:
• Site level tracking down to query string
• Reallocation of funds based on campaign goals
• Ad optimization
• Unlimited network selection based on goals
• Measurable results down to ad unit
• Branding and Direct response
Mobile:
• Device level tracking
• Reallocation of funds based on campaign goals
• Ad optimization
Performance:A Success Story
Results:• 2010 Doubled paid online orders Vs. 2009• 2011 All in $75 CPO (2752 orders over goal)• 2012 All in $74 CPO (5000 order over 2011)
Support:• 24hr live monitoring of all campaign
metrics• Outages, Organic Site Issues etc.• Proxy page changes
Ingenuity:• Mobile landers for all divisions• Daily RGU optimization• Real time bidding
Clients:A Success Story
Results:50% Increase call volume
-Product specific-Longer avg. time
Identified top performing Geos-Campaign segmentation-Retargeting based on query
string-Razorfish / ADT-Loyalty to TWCIH
67% increase over target goalConfirmed order increase
Project::Introduce an unrelated product from TWC to a competitive marketplace dominated by an established industry leader… ADT.
Clients:A Success Story
Actions:Aggressive competitor campaign
- Display & re-targeting effort- Specific creative based on queries
• Keyword Contextual Targeting around “Home Security” terms & reviews• Zip code targeting to affluent zip codes
-Within GEO• Category Interest buy within a separate display campaign
(Public Safety & Home Insurance)• Launch of Mobile specific campaigns
-Based on mobile usage areas-Structured around known devices
Findings::Ai’s targeting and query string capture allowed for immediate reallocation of funds, additional ad copy and placements.
Clients:A Success Story
Results:Measure which models resonated
withthe Mexican population
-Lead capture on proxy site-Detailed map for future
eventsQuickly identified best creative's
-Contests on site / remarketing-Flooded potential fan base-Identified sites of interest
Project::Promote the Volvo brand across multiple channels and measure brand sentiment in Latam and Mexico.
Clients:A Success Story
Donations Walks
InsightsGeos
Products iPhone
Android Store locator
Male vs. FemaleNaming Conventions
SocioeconomicCyberthreats
White Paper downloadsVideo effectiveness
In-store walk insOnline registrations
InterestsBrand Identity
Technology:A Better System
• ROI Based– Measurable results… beyond the usual metrics
• IP Targeting to the individual user– Capture the exact query of the user / intent
• Path / Selection / RGU/ Phone Conversation = Search Term
• Reallocation of funds from actionable items in REAL TIME– Search /
– Content / Display / Social / Mobile
• Targeting and evaluation to the site level– Like sites / Negative sites / Remarketing beyond the individual users
• Real time reporting– Better Business Decisions / Measure Offline Media / Media Plans
• Extension of your Marketing efforts – Client Support– Not Just Another Vendor
– Alignment of Goals / Metrics / Vision
SEMSEM
DisplayDisplay
ContentContent
http://www.jmkbmw.com
http://www.jmkbmw.com
OrderOrder
UserUser
CallsCalls
Results:Math based
Intelligence:Keyword Intent
Dashboard:Geography
Dashboard:CBO Applicable to display
Success:Our approach
Acquisition
• Right Message
• Time
• Location
Growth
• Additional Services
• Client Needs
• Wants and Reallocation
Retention
• Client Insight
• Intent
• Service Issues
Success:Another approach
Messaging
• Creative
• Market area
• Location
Reach
• Networks / sites
• Client Needs
• Wants and Reallocation
Analysis
• User engagement
• Action taken
• Direct click attribution
Display:Analysis and optimization
Mapping:Analysis and optimization
Locations
• Train Line
• Engagement
• Sites
Targeting
• Messaging
• Device
• Customer vs. Non
Targeting:More Insight with display
• Zip Based Keyword Contextual
Competitive messages
Wifi Campaigns
• Category Based Interest Based Domain Site Selection Inferred Interest Verizon
• Competitor Retargeting Demographic Targeting
Interaction with site Age and Gender
Dashboard:Custom Built
Dashboard:Benchmarks
Dashboard:URL capture to ad
Dashboard:CBO Applicable to display
Solutions:Search customized
• High Visibility Managed CPC (Algorithmically) • Proper Placement Use of latest technology / Site Links• Directed ad copy Securing more screen real estate
INSIGHT:SEM / SEO
SEO Based on Statistically Significant Results…
• Use of actual campaign data.– specific down to IP Address activity
• Complete analysis delivered to you. – Laser specific keywords for individual site pages
• On going SEO management.
SEM & SEO:Working together
• Specific copy with phone numbers in ads – Increase in Calls
– Reduction in cost
– Less opportunity to lose client
• Local Business Listing
• Local Business Ads
• The After Hours campaign, when funded properly, adds significant order volume (significant decrease in other ads).
– Copy directed to online ordering after call center is closed
• Continue to monitor real time weather conditions– Sunny Saturdays tend to yield fewer orders than rainy Sundays
– Spend and ads are adjusted accordingly • These ads are in queue and will rotate when conditions are appropriate
Copy:Based on results
Search:All networks
Our Solution: Total Saturation…Reach 98% of Your Market Locally, Regionally or Nationally
Content:User behavior
Users spend nearly half of their
time viewing content
• Poorly Targeted ad
• Low Relevancy
• Higher CPC
• Highly Targeted ad
• High Relevancy
• Lower CPC
• Better Conversions
2012 BMWsNew & Preowned BMWs. Great Offers! Call today!www.MiamiBMW.com
used bmw dealers
bmw x3 prices
bmw i Class
lease a bmw
2010 BMW 335i ClearanceSpecial Offers on 335i Until 10/15.Low Monthly Payments. 888-616-4249www.MiamiBMW.com/3Series
335i prices
Lease bmw 335i
silver 3351
BMW 335i convertible
Ads:Targeted
Ads:Targeted
Placement Directed Ad Copy A/B Testing
used cars 76215
Used car deals
Kelly used
Cpo car prices
Kelly Used Cars in EastonWe Want Your Trade. Get Top Dollar. #1 Dealer in PA. Come See Why.www.KellyRiskFree.com
Risk Free Used Cars Get Up to 135% for Your Trade. #1 Dealer in PA. Count on Kelly.www.KellyRiskFree.com
Kelly Used Cars in EastonWe Want Your Trade. Get Top Dollar. #1 Dealer in PA. Come See Why.www.KellyRiskFree.com
Risk Free Used Cars Get Up to 135% for Your Trade. #1 Dealer in PA. Count on Kelly.www.KellyRiskFree.com
• Fewer Clicks for Consumer
• Highly Targeted ad
• High Relevancy
• Lower CPC
• Better Conversions
2012 Honda Accord CrosstourSpecial Offers on Accord CrosstourUntil 10/31. Call for Instant Quote. www.MadisonHonda.com/Element
Certified Preowned Honda Huge Certified Preowned Inventory.Great Prices from Authorized Dealer.www.MadisonHonda.com/Preowned
Local Honda Service CenterHonda Certified Specialists.24 Hour Appt Desk: 888-414-3607www.MadisonHonda.com/Service
Site:Targeted
Geography:Targeted
Reaching only the local prospects, in your market…
Our Solution:A combination of IP-targeting technology, keyword modifiers
and properly designed ads target your specific market.
Target your Region, City or Local Area.
Geography:Coverage area
Geography:IP level detail
Buying Cycle:Initial Search
Buying Cycle:Education
Buying Cycle:Ready to buy
Remarketing:Targeted messages
Someone searching for a Toyota service center
They select Service and Hours….but do not book an appointment.
Ai saves user information. User is recognized across content networks.Ai shows your text ads to a targeted user/audience.
best toyota service center
Local Toyota Service CenterToyota Certified Specialists.24 Hour Appt Desk: 888-414-3607www.ParkwayToyota.com/Service
Ads:Targeted
Ads:Targeted
Ads:Targeted
Ads:Targeted
Social Media:Get engaged
Youtube:Targeted
ROI:Measurement
No way to accurately track activity or results…
online sales
impressions
conversions
repeat clients
phone calls
walk-ins
new customers
clicksoffline sales
site activity R.O.I.
Analysis:Real time bidding
Results:Down to the order
Results:Converting Demographic KW’s
Solutions:
Bulleye’s “ROI” focused campaign strategy maximizes contacts, calls and results.
Thank You: