Search on the Rate Card & Facebook Changes April All-Hands Call

Search on the Rate Card & Facebook Changes

April All-Hands Call

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Last year, global mobile ad spending increased 105.0% to total $17.96 billion … In 2014, mobile is on pace to rise another 75.1% to $31.45 billion

“ “

-eMarketer

2013 – The Year Of Mobile

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Agenda

• Top Markets & Wins• Search on the Rate Card• Success Story – Edmonton Motors• Facebook Changes• Success Story – Tidelands Ford-Lincoln• Housekeeping

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21Myrtle BeachSun News

1817

16

1413

1110

23

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20The Virginian Pilot

19Fresno Bee

15

12

24Leader Post

Leaderboard

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8

6

5

4

3

2

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1

OnMilwaukee.com

Orlando Sentinel

Chicago Tribune

Naples Daily News

Columbus Dispatch

St. Louis Post Dispatch

Kansas City Star Calgary Herald

The Star Phoenix

San Diego Union-Tribune

Knoxville News Sentinel

Corpus ChristiCaller-Times

Vancouver Sun

Seattle Times

Toledo Blade

Allentown Morning Call

Edmonton Journal

Madison.com

Las Vegas Review-Journal

Hartford Courant

LA Times

Top New Wins | January

$122,650

Estimated Retail$62,400Estimated Retail

$33,000Estimated Retail



LA Times

LA Times

LA Times

St. Louis Post DispatchLA Times

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Agenda


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Search on the Rate Card – The Big Why

• Nearly 50% of Internet users eventually perform a search in response to display. (Forrester)

• Consumers who were exposed to both search and display converted at a 22% higher rate than search alone. (Atlas)

• Search & Display have a 90% increase over just Display in terms of Brand Recall. (eMarketer)

• Search & Display have 70% increase over just Display in terms of likelihood to Purchase. (eMarketer)

• Exposure to a display ad increases the number of relevant search queries submitted by 5-25% (Yahoo).

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• Google remains dominant player in space at 74% of total search ad spend (eMarketer, June 2013) 2013)

67.10%

16.90%

11.80%

2.70% 1.60%

Search Engine Share

googlebingyahooaskaol

• Bing Yahoo is only recommended to test for large buys with direct response goals.

Search on the Rate Card – Traffic Share

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Search on the Rate Card – Interesting Stats

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Search on the Rate Card – Why Centro

2. Custom Build

1. Competitor Research

4. In-dashboard Reporting

3. Holistic Dashboard

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Search on the Rate Card – Standard Process

Send RFP to Catch-All

Search Team provides

CPC rates + budget

proposal

Confirm enough

volume to meet

minimums

IO finalized

Search Team creates Strategy

Plan

(per client request,

Enterprise-level

accounts only)

Search Team creates custom account

build

Sends tracking

pixels (if needed)

AM confirms tracking

pixels are placed and keywords/ ad copy are approved

Launch Reporting

1-2 days 2-3 days 3-5 days 1-2 days

JUAN’S CHICKEN – SEARCH CAMPAIGN

[PARTNER LOGO]

Juan’s Chicken Restaurant

CLIENT BACKGROUND

LOS ANGELES TIMES SUCCESS STORY

CAMPAIGN DETAILS

• The advertiser currently runs print advertising in Hoy, Fin de Semana and wraps targeting the Hispanic community.

• Client’s first digital execution of any kind!

• Juan’s was seeking ways to generate awareness after splitting from a franchise, which led to an initial drop in business prior to launching the SEM campaign.

• To drive foot traffic as well as phone calls for their catering business.

Total Spend$60,000

Centro Spend$9,000

Campaign Length

3 Months

Geography Targeted

LADMA

DIGITAL BUDGET ALLOCATION

SEM100%

OBJECTIVE

LOS ANGELES TIMES SUCCESS STORY

ADDITIONAL COMMENTARY

“Great response via phone calls and a noted increase in foot traffic with the target audience redeeming the coupons that were posted on the site.” – Art Bracamontes, Owner

“With respect to calls placing orders, the client listened to the recorded calls and could truly see the ROI! This really sold the power of PPC for the client.” – Harvest Smith, Digital Sales Manager, LA Times

TESTIMONIAL

• 420+ recorded calls on the Kenshoo dashboard.

• Call volume increased month over month, as well as the quality. In February, calls over 60 seconds increased 5% from 99 in January to 104 in February.

• Performance increase due to usage of tracking numbers through our proxy site. Each call to our tracking number is tied directly to the keyword that led to a call. In examining that call data set we are able to identify which keywords are driving the most/best calls and optimize our campaign around those keywords.

Advertiser Name

Restaurant

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Agenda


Edmonton Motors

Dene Braaten, Digital Sales Manager

Edmonton Motors

AutomotiveCLIENT BACKGROUND

EDMONTON JOURNAL SUCCESS STORY

CAMPAIGN DETAILS

• Client hasn’t done any digital advertising with the Edmonton Journal since 2012. With a new decision maker in place, we had an opportunity to talk about our new audience reach solutions.

• Target Market includes – Edmonton professionals, high income earners, families and downtown Edmonton residents (based on downtown dealer location)

• Objectives: Bring in new clientele, raise the overall profile of their dealership to get people in the local area to think of his dealership first.

Total Spend$6,000

Centro Spend$2,476

Campaign Length

Monthly

Geography Targeted

High Income FSA’s in Edmonton & surrounding

BUDGET ALLOCATION

Extended Reach Network

50%

Hyper-Local Mobile

50%

EDMONTON JOURNAL SUCCESS STORY

WHY DID THEY BUY?

• Client was thrilled with our ability to reach the specific audience they were after with a targeted mobile and desktop solution.

• The golden nugget was the ability to target their competition across the river via our hyper local mobile offering. They desperately needed to bring in a new clientele. They don’t have as many new potential clients as they’d like.

ADDITIONAL COMMENTARY

“Hi Kathleen. I’d Like to pull the trigger on this renewal ASAP as I am a big fan of the results!.”

Edmonton Motors

Automotive

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Agenda


Industry ChangesFACEBOOK

Effective immediately all Facebook

campaigns will be purchased

programmatically through the FB

Exchange

What this really means:

All new FB campaigns will use a CPM

model (no more CPC)

Campaigns will no longer utilize 1st party

data (instead using 3rd party data

segments such as Behavior and

Demographic targeting)

Targeting will be available at the city

level (no radius)

What’s Different?Industry Changes - Facebook

Existing Campaigns

BUT WAIT! What

happens to our

existing

campaigns?!

Don’t Stress!! We’ve got you covered:Existing campaigns are grandfathered in and will still run per the insertion order in place. No changes will be made to these orders.Business as Usual…

What is New With the Switch?New OpportunitiesIndustry Changes - Facebook

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More targeting segments available:

BT, Demo, Job title targeting, etc.

Better pacing and

optimization capabilities:

Delivery, performance, etc.

New OpportunitiesIndustry Changes - Facebook

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Retargeting through Facebook:We provide a pixel for the clients site and

accrue 1st party data on unique visitors

We are then able to retarget those users while

they are browsing on FB with the right hand rail

ads

RFP our team for rates (CPM)

Requirements:

Client must have 5,000 uniques per month on their site

to run a FB retargeting campaign through our team

Early pixel Placement (30 days)

No geo-targeting

One pixel per client (we will not be able to offer

multiple pixels for different pages)

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Agenda


SUCCESS STORY

Lindy Studds, Advertising Sales Manager

Matt Mahood, Digital Specialist

Tidelands Ford Lincoln

Auto Dealer

CLIENT BACKGROUND

Tidelands Ford Lincoln – Coastal Connect

CAMPAIGN DETAILS

• Current client running mostly newspaper weekly print ads, with only 11% of their budget dedicated to digital

• Initially stated they would be severely cutting their budget with us because of pressure from auto manufacturers to invest more in digital & TV

• Family owned and run business, consisting of a team of decision makers with little to no digital marketing knowledge

• Additional solutions sold include print in both core and TMC products, Cars.com Print & Deliver Inserts

• They do not have a dedicated Internet Sales Manager on site

• Also doing T.V., as well as SEM/SEO and Social Media through their manufacturer

Total Spend$16,600/month

Centro Spend$8,100/month

Campaign LengthAnnual

Geography Targeted

Local DMA/Zip Codes

BUDGET ALLOCATION

Premium News

12%

Advanced Targeting

12%

Hyper-Local Mobile

38%

Contextual Targeting12%

Retargeting

Pre-Roll Video20%

Tidelands Ford Lincoln – Coastal Connect

WHY DID THEY BUY? • Multi-Media solution filling the gaps

in their “new” advertising approach

• Consultative partnership and digital education

ADDITIONAL COMMENTARY • We conducted a Needs Assessment

meeting that lasted 1.5 hours, then had 1 presentation call to close

• Able to save revenue and add incremental YOY revenue because of the new digital solutions through the Centro partnership.

Tidelands Ford Lincoln

Auto Dealer

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Agenda


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Basics SessionApril 17th @ 11am CDT

Advanced Session-Multi-Platform Media SellingApril 17th @ 11:30am CDT

Wednesday, April 9th @ 2:00pm CDT

When: Thursday, April 10th

Where: University of Chicago Gleacher CenterChicago, IL

TRAINING THURSDAY AD OPS CALL DIGITAL SALES ACADEMY

HOUSEKEEPING

Goes into effect Today! (4/1)

2 New Offerings

No Rate Changes

Q2 RATE CARD

Contest Dates: • We will be accepting

entries until May 31st

Prizes: • All valid submissions

will receive a $10 Starbucks Gift Card

• Success Stories featured on an All-Hands Call will receive a $50 Amazon Gift Card

• All valid submissions will be entered into the Grand Prize Drawing for an iPad Mini!

SUCCESS STORY CONTEST!

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THANK YOU!

Documents

Search on the Rate Card & Facebook Changes April All-Hands Call