Advanced Digital Advertising

4Ps Marketing Advanced Digital Advertising

What is Advanced Digital Advertising?

Working hard > achieve results

There are no secret techniques

Being clear what an advertising channel is offering you

Spending your money more wisely

Achieving Ultimate Digital Advertising Coverage

Using Digital Advertising to Generate Leads

What do these networks offer?

Awareness Consideration Conversion

Awareness Consideration Conversion

AwarenessReal Time Bidding

Real Time Bidding

Direct Buys vs RTB

Websites sell 30% of inventory direct to advertisers

Up to 70% of remnant space is sold to ad networks and available for a heavily reduced price

Advertisers then bid on this remnant available space in “real time” as users visit the website

Direct Quote£95 CPM

£10K investment for100,000 Impressions

RTB£5 CPM

£10K investment for2 Million Impressions

How Long Will It Last?

More and more websites are getting on board to sell their remnant through RTB

Historic trends – Facebook.com advertising:

- Advertising costs tripled in a year

Measuring ROI

Display activity won’t drive a huge number of direct leads

Users convert on brand visits most frequently, however:

No Awareness No Brand No Leads

Measuring ROI

Look for:

- An increase in direct visits and leads on the website

- An increase in branded keyword visits and leads

- An increase in ‘conversations’ about the brand and the related product/service online:

Awareness

Expectations need to be clear from the start

Don’t rely on one data source for evidence of return

No awareness > no brand

ConsiderationGoogle AdWords

Good Structure Will Drive More Leads

Pay per click advertising is an auction

The more relevant you are to the auction, the less you pay per click

The structure of your account affects relevance

Therefore structure affects the amount you pay

Structure

Relevance to a keyword is marked out of 10 (a quality score) based on:

Advert Keyword

Landing Page Keyword

Advert Relevance

Business Software

Cloud Software

Advert

Business Tools Online

Company Software

SME Software Solutions

Low Quality Scores

Business Software

Cloud Software


Company Software


High Quality Scores

Advert Advert Advert Advert Advert

Advert Relevance

Business Software

Cloud Software

Advert


Company Software


Quality Score = 2/10

Business Software

Cloud Software


Company Software


Quality Score = 8/10

Advert Advert Advert Advert Advert

£2.50 £2.50 £2.50 £2.50 £2.50 £1.50 £1.50 £1.50 £1.50 £1.50

Common PPC Questions

Isn’t creating an advert per keyword unrealistic time wise?

Should I bid on competitor names?

Should I use custom landing pages for consideration phase?

Why bid on my own brand name?

ConversionRetargeting

Retargeting

Effective Retargeting

Don’t spam users – set a frequency cap

A/B test messaging – be subtle without being missed

Dynamic retargeting

Use Google Analytics data to re-target the right people

Conversion Touch Points

Display/RTB/Video/Offline

Social/Social Advertising

Social Interaction

PPC/SEO

Retargeting

ANALYTICSLoyalty

Repurchase/Add-Ons

Conversion

Consideration

Awareness

Important to remember

Everything has exceptions

Don’t take my word for it, go and test it!

Remaining stationary > you’re going backwards

Predictions2014

Predictions for the next year

Cost per clicks to rise to new highs for Google PPC

Bing advertising to become more commonly used

Legal issues with bidding on competitor brand names

Real time bidding to become a more commonly used method of display activity

Cross device tracking with Universal Analytics to make it clearer how customers are interacting, directly affecting advertising focus