• Search  Engine  and  Display  Advertising:    The  Landscape  and  How  They  Work  Together  

• Search  Engine  Advertising  Best  Practices  &  Tips  • Display  Advertising  Best  Practices  &  Tips  

Our  Agenda  Today  

2  

The  Path  of  Today’s  Omni-­‐channel  Consumer  

Source:  Optify  

Search  Advertising  •  Google,  Bing,  Ad  Grants  text  ads  •  Display  ads  (GDN)  

•  Remarketing  (GDN,  text,  mobile  app,  YouTube,  dynamic)  

•  Video  (YouTube)  •  Mobile  App  

Display  Advertising  •  Remarketing  (site,  Facebook,  

search,  email)  

•  Demographic  

•  Site  Category  •  Lookalike  •  CRM  

•  Mobile    

The  Search  &  Display  Landscape  

Source:  The  Trade  Desk  

Search  &  Display  Play  Well  Together  Search  

•  Pull  marketing    

•  Bottom  of  funnel  

•  Scarcity  of  supply  •  Hosted  auction  •  Google  often  the  publisher  •  Keyword  phrase  targeting  

•  Cost  per  click    

Display  

•  Push  marketing  

•  Top  of  funnel  •  Abundant  supply  •  Real-­‐time  auction  

•  Google  rarely  the  publisher  •  User-­‐  and  Interest-­‐based  targeting  •  CPM    

Source:  The  Trade  Desk  

• Potential  and  current  customers  actively  searching  for  products  and  services  you  offer    

• Most  qualified  prospects    

• Real-­‐time  and  immediate  

• You  only  pay  when  someone  clicks  on  your  ad    

 

The  Value  of  Search  Advertising  

•  Pay  for  play  advertising  –  buy  keyword  phrases  and  pay  on  a  cost-­‐per-­‐click  basis  in  auction  system  •  Google  AdWords,    Bing  •  Google  Ad  Grants:    Free  for  Eligible    Nonprofits  ($10K/mo-­‐  $40K/mo)  

 

 

Search  Advertising    

Just  Over  1  Second  

•  In  2014,  searchers  spent  just  over  1.17  seconds  viewing  each  listing.    •  People  are  viewing  more  search  results  listings  during  a  single  session  and  spending  less  time  viewing  each  one.  Source:  Evolution  of  Google  Search  Results  Pages  (SERPS),  Mediative    

The  Process  •  Define  your  goals      •  Place  analy;cs  to  measure  success    •  Set  up  campaigns  and  ad  groups  •  Pick  the  “right,  relevant”  keyword  phrases  •  Review  compe;tor  ads  and  write  and  test  mul;ple,  unique  ads  relevant  to  keywords  you  buy  •  Set  bids  and  budget    •  Review,  op;mize  and  repeat    

REVENUE:    •  Increase  revenue/product  orders  by  X%  in  certain  time  period  (can  be  

specific  services  or  products)    NEW  CUSTOMERS:    

•  Drive  new  customers/sales  to  my  website  or  to  my  location.      TRAFFIC:    

•  Drive  X%  visitors/foot  traffic  to  my  website  or  location  to  buy  in  certain  time  period.  

ENGAGEMENT/LEADS:      •  Drive  and  capture  new  prospects  0n  website  or  social  platforms  (email  

signups,  social  followers,  mobile  signups)    

Define  Your  Goals  

• What  ORGANIC  keywords  are  already  driving  conversions  on  your  site?  

• Talk  to  stakeholders  to  build  your  keyword  phrase  list    

• Validate  keywords  with  keyword  tools  –  Google  Keyword  Planner,  Google  organic  search  

Pick  the  “Right”  Keywords  

• Think  like  a  customer  -­‐    think  synonyms,  plurals,  longer  phrases    (TIP:  look  at  competitors  ads  and  pages)  

• Keywords  must  relate  directly  to  existing  landing  pages  –  Google  Relevancy  Rule  (or  create  new  ones,  if  possible)  

 

Keyword  Research  

• Use  “long  tail”  keywords  to  keep  cost  down  and  attract  prospects  who  are  closer  to  purchase    

 

• Long-­‐tail  phrases  are  more  than  one  keyword  in  a  keyword  phrase  

Take  the  Google  Adwords  Tutorial  •  Free  training  videos  are  a  “must”    •  You  can’t  “set  it”  and  leave  it  anymore  (Grants  especially)  

 

• Use  negative  keywords  to  weed  out  unqualified  visitors  (saves  your  budget)  

○  Example:  You  are  Tiffany  Jewelers  and  are  buying  “diamond  engagement  rings”  

○  Negative  keywords  are  “cheap”,  “inexpensive”  “liquidation”  

Weed  Out  Unqualified  Prospects  

Understand  Keyword  Match  Types  

Ad  Copy  Testing   •  Test  1-­‐3  creative  ads  with  different  titles,  offers,  copy  

•  TIP:  Look  at  competitor’s  ad  copy    

•  Your  ad  will  be  running  head  to  head  with  theirs  

• Dynamic  keyword  insertion  (inserts  user’s  search  query  into  title  of  ad)  

 

• Provides  users  with  more  relevant  ad  text  while  using  a  single  generic  ad  for  multiple  keywords.  

Dynamic  Headlines  =  Relevancy  

Use  Google  Ad  Extensions     •  More  real  estate  –  Big  +  

•  Can  promote  your  unique  selling  proposition/offer  

•  Can  customize  for  mobile  devices  and  schedule  them  by  time  of  day  and  day  of  the  week.    

•  Factors  into  Ad  Rank  •  Sitelinks  allows  multiple  

links  to  multiple  pages/programs    

•  Much  higher  CTR    

•  They  show  for  Google  “high  relevancy”  

•  Mini-­‐ads  –  compelling  CTAs  to  increase  CTR  

Callouts  

Callouts,  Sitelinks,  Social  

• Location  –  great  for  mobile!    

• Call  (Phone  numbers)  –  great  for  mobile!    

• Applications  • Consumer  Ratings  

• Social  annotations    • Dynamic  (retail/products)  

• Product/Product  Listings    

• More    

Other  Ad  Extensions  

Testing  Copy  Can  Affect  $!  

CONTROL                                      TESTS  

2X  Conversion  Rate  

22%  More  Revenue  

 Highest

 

Conversion  

Rates  

CONTROL                                                      TESTS  

Testing  Copy  Can  Affect  $!  

•  How  much  can  you  afford  to  pay?    •  Look  at  average  sale  you  are  bringing  in  •  Optimize  campaign  to  get  decreased  CPA  over  course  of  campaign  

Cost  Per  Acquisition  Sample  Equation:  ○  Budget:  $250  ○  CPC  =  $.50  ○  Clickthroughs  =  500      ($250/$.50)  ○  2%  convert  to  sale      ○  Sales  =  10    (500  x  2%)    ○  Cost  per  acquisition  =  $25    ($250/10)  

Set  Your  Cost  Per  Acquisition  (CPA)  

•  Ad  Rank  –  Max  CPC  x  Quality  Score  • Optimize  for  Best  Quality  Score  

○  Clickthrough  rate  (most  important)  ○  Relevancy  

-­‐  Does  ad  copy  relate  to  search  query?    -­‐  Does  landing  page  fulfill  the  promise  of  the  ad  and  search  query  

○  Landing  Page    -­‐  Load  time    -­‐  Navigation  ease  -­‐  Relevancy  

How  to  Rank  Higher  

•  Image  here  

Online  Advertising  

The  Influencer  

•  Facebook  • Retargeting  (Facebook,  Web)  

• CRM  (Facebook,  Web)  

• Everything  is  mobile-­‐optimized!  

Then  invest  in  other  types  of  display  advertising.    

High-­‐ROI  Display  Advertising  

27  

• Reaches  potential  customers/consumers  who  are  not  on  your  website    

• Precise  and  real-­‐time  targeting  

• Drives  sales  and  conversions  (direct  response)  •  Increases  branding/awareness  

• Supports  other  channels  (search,  email,  other)  

 

Why  Display  Advertising?  

Facebook  Ad  Targeting  

•  A  pixel  on  your  website  allows  you  to  target  anyone  who  has  visited  your  site  with  a  display  ad  after  they  leave  •  Audience  segmentation  and  targeting  

Retargeting  Advertising  Sample  Retargeting  Segmentation    

• Only  visited  homepage  

• Bid  less:  $0.69-­‐$0.75  

Bob  

• Signs  a  pledge  • Bid  more:  $0.75-­‐$1.00  

Sally  

• Visits  a  donation  form  

• Bid  more  aggressively:  $1.00-­‐$1.50  

Debbie  

•  The  majority  (90%+)  of  visitors  leave  your  site  without  acting  •  Target  ads  to  “intenders”  or  “lookers”  –  past  site  visitors    •  Segment  visitors  based  on  actions  taken  (or  not)  and  content  consumed    •  Exclude  or  include  individuals  and  customize  creative  based  on  these  actions/content  •  Fills  the  top  of  the  “funnel”  

Why  Retargeting?  

•  True,  integrated  offline  and  digital  marketing    

•  Targets  display  ads  to  specific  groups  of  individuals  by  email  address,  phone  number,  Facebook  ID,  mail  address    

•  Upload  customer  list  to  Facebook  (Facebook  Custom  Audience)  or  to  third-­‐party  ad  vendor  platforms  

•  Names/data  matched  to  anonymous  cookies  of  online  visitors  (approx.  40-­‐70%  match  rate)  

•  Can  exclude  or  include  specific  audience  groups  

CRM  Advertising  (Web  &  FB)  

Special  Olympics:  Facebook  CRM  Advertising  

•  For  donors,  FB  ads  generated  153%  ROI  with  online  gifts,  plus  small  avg  gift  increase  in  mail  

•  For  non-­‐donors,  FB  ads  lifted  avg  gift  in  mail  by  nearly  20%  and  generated  21%  more  revenue  than  DM  group  who  did  not  see  ads.  for  every  $1  spent  online,  we  raised  $8.50  in  the  mail.    

 

The  Value:    Facebook  CRM  Retargeting  

• Look-­‐  and  Act-­‐Alike  Targeting  and  Retargeting  ○  Display,  video,  mobile,  social  advertising  ○  Creates  a  model  based  on  your  current  donors  ○  Provides  demographic,  geographic  and  lifestyle  insights  on  those  engaging  with  you    

○  Leverages  real  time  buying  to  get  you  the  impressions    ○  Excludes  current  customers    

Acquisition  Advertising  

Resources  for  You  •  hNp://www.youtube.com/learnwithgoogle    •  Google  Partners  Resources  •  Google  Ad  Grants  Guide    •  Google  Display  planner  •  Google  Remarke;ng    •  Google  For  Nonprofits  Blog  •  How  to  Create  Epic  Facebook  Ads  

Thank you ! Liz  Murphy  

Beaconfire  RedEngine  Liz.murphy@beaconfire-­‐red.com  

571-­‐814-­‐2219