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NATIONAL ATTRACTIONS MARKETING
CONFERENCE 2019
TO PAY OR NOT TO PAY? THE TRUTH ABOUT DIGITAL ADVERTISING
TO PAY? NOT TO PAY?
YESYES
WHO AM I?
• Started Adido in 2003
• Digital marketing speaker and
cynic
• The future is fascinating
• I like to swim
@andy_head / @adido
ANDY HEADINGTON
DIGITAL MARKETING IN 2019
http://mediakix.com/2016/12/how-much-time-is-spent-on-social-media-lifetime/#gs.uytUDfs
https://techcrunch.com/2017/06/27/facebook-2-billion-users/
http://gs.statcounter.com/search-engine-market-share/all/united-kingdom
https://techcrunch.com/2018/04/25/facebook-q1-2018-earnings/?guccounter=1
http://www.kpcb.com/internet-trends
2017
https://moz.com/blog/google-organic-clicks-shifting-to-paid
2019
https://econsultancy.com/blog/69880-what-are-rich-search-results-and-how-can-you-get-them/
https://sparktoro.com/blog/google-ctr-in-2018-paid-organic-no-click-searches/
https://sparktoro.com/blog/google-ctr-in-2018-paid-organic-no-click-searches/
https://www.theatlas.com/charts/Byjm9s747
$120 BILLION
http://www.seobythesea.com/2018/06/google-combined-content-search-results
~$1.3 TRILLION!!!
AUDIENCE DATA
CHOOSING THE RIGHT CHANNELS
WHAT SHOULD YOU DO?
• ‘We get sales from our website, but don’t know what channels are working
best for us’
• ‘We get sales from our website, but don’t know how to spend our budget’
• ‘Should we discount our ticket prices or not?’
• ‘Who are my best customers and how do I get more of them?’
• ‘I think Advert A works best but have no idea of knowing!’
These are the main questions that our venues struggle to
answer. What to do?
WHAT’S YOUR PROBLEM?
A USUAL VIEW
Spend money / Do stuff
Stuff happens
Get ticket sales
CHANNEL MIX
Remarketing – from day one this will be small but will build over time (Social ads & display)
Brand search – control how the brand is shown in organic search results
Generic search – coverage on high volume generic phrases (geo-targeted)
Local search – coverage on location specific generic phrases
Social advertising – push messaging to inspire use cases and interest (brand-led)
Social advertising – user clicks from advert to website (capture data)
Affiliate advertising – lead generation on a performance basis, likely to reach consumers close to their decision making
Affiliate (partner) advertising – renowned for winning the last click due to consumer brand awareness but getting deal elsewhere
Mass audience
Targeted
Display advertising – contextual display ads aligned to website content and audience behaviour
HIGH traffic volume
LOW traffic volume
Email – Great at generating bookings but only to people who already know you!
CHANGE? WHAT CHANGE?
https://www.forbes.com/sites/priceonomics/2018/03/09/the-advertising-conversion-rates-for-every-major-tech-platform/#7b0e6ced5957
SOME FREE THINGS
THE AGE OLD PPC CHALLENGEBRAND VS. GENERIC
Brand - last action only December J anuary February March April May J une J uly August YTD
Delivered 7,127 18,230 13,957 12,681 11,818 13,209 9,089 9,562 8,507 104,180
% Share 84% 76% 69% 71% 67% 74% 75% 72% 74% 73%
Delivered £2,859.38 £6,918.14 £5,135.42 £4,574.76 £4,479.07 £5,573.27 £4,209.37 £4,464.72 £4,086.63 £42,300.76
% Share 75% 58% 48% 52% 53% 64% 66% 64% 70% 59%
Delivered 95 281 130 95 99 93 94 76 66 1,029
% Share 67% 99% 92% 90% 92% 91% 95% 96% 99% 91%
Delivered £52,247.70 £138,106.20 £57,133.60 £37,787.70 £45,411.10 £44,067.90 £42,207.60 £35,335.10 £23,574.40 £475,871.30
% Share 66% 97% 92% 87% 93% 93% 90% 87% 85% 88%
Ecommerce Conv. Rate Delivered 1.33% 1.54% 0.93% 0.75% 0.84% 0.70% 1.03% 0.79% 0.78% 0.99%
ABV Delivered £549.98 £491.48 £439.49 £397.77 £458.70 £473.85 £449.02 £464.94 £357.19 £462.46
Cost per Sale Delivered £30.10 £24.62 £39.50 £48.16 £45.24 £59.93 £44.78 £58.75 £61.92 £41.11
ROAS Delivered 18.3 20.0 11.1 8.3 10.1 7.9 10.0 7.9 5.8 11.2
Revenue
Clicks
Spend
Transactions
• We stopped bidding on [hoburne] in March/April as this
term was not seeing any advertiser pressure
• Traffic naturally picked up by the organic search result
• We were able to put pressure on to partners to either
get them to reduce or increase bids depending on
where we were seeing best returns v their involvement
MAKING THE MOST OF SEOMAXIMISE YOUR LOCAL PROFILE
MAKING THE MOST OF SEOBARNACLE SEO?
MAKING THE MOST OF SEODON’T FORGET THE BASICS
TITLE TAG & DESC NOT OPTIMISED
THIS IS MUCH BETTER!
ORGANIC SOCIAL?
“Why are comments so important? Because they’re a big part of Facebook engagement and send a strong, positive signal to Facebook. It gives the social network a better and a clearer understanding of what your page is actually about. Which leads to higher organic reach and ultimately helps you gain more fans.”
https://www.lyfemarketing.com/blog/facebook-engagement/
https://www.mobext.ph/blog/5-key-lessons-for-brands-from-the-recent-major-facebook-newsfeed-update
https://www.clickback.com/blog/email-open-rate-benchmarks/
UNDERSTANDING WHAT STUFF WORKS
MAKING THE MOST OF PPCMATCHING SPEND TO LOCATIONS
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Bashley Cotswold Naish Devon Bay Hoburne Park Blue Anchor Doublebois
Sum of Cost Sum of Conversions
• The internet is mature now – there are very few easy wins
• Data is a great route to get better results
• Most companies don’t have their data in order! Sad but true.
• Having good data and using it well can be a really (good) unfair advantage
• Linking up all data points is also a challenge most have solved
• Again, getting good at this can make a significant difference
• Paid media is a (increasingly) complicated beast
• There are many layers that can be added to make things sophisticated
and get better results
HOW GOOD IS YOUR DATA?
GETTING REAL INSIGHT FROM DATA
GET BETTER UNDERSTANDINGATTRIBUTION OF CHANNELS TO MAKE BETTER DECISIONS
CALL TRACKING INSIGHTUNDERSTANDING CALL DATA
December J anuary February March April May J une J uly August
Parc Vu Websales REV £138,251.98 £535,351.65 £215,605.30 £191,069.97 £286,781.80 £249,814.00 £301,048.15 £434,889.80 £287,477.38
Web Sales £128,880.30 £492,765.50 £203,343.10 £175,772.40 £266,897.40 £229,697.70 £277,522.80 £409,252.40 £250,989.70
Web Sales from Phone Calls £0.00 £123,000.00 £54,858.00 £45,510.00 £47,121.00 £37,230.00 £64,380.00 £92,000.00 £103,200.00
DCStorm / Response Tap Websales REV £128,880.30 £615,765.50 £258,201.10 £221,282.40 £314,018.40 £266,927.70 £341,902.80 £501,252.40 £354,189.70
Parc Vu Bookings 273 1056 485 512 690 572 692 890 743
DCStorm web sales 257 987 455 473 639 527 634 821 633
Web Sales from Phone Calls 0 246 125 125 117 102 148 184 258
DCStorm / Response Tap Websales Bookings 257 1233 580 598 756 629 782 1005 891
Diff 16 69 30 39 51 45 58 69 110
On the phone for longer than 9 minutes = a likely sale (11 mins in J an-Feb & 10 mins in March) 57 33 34 50 36 58 71 109
Total Calls 588 396 455 436 383 439 659 891Calls to Sales Conv. Rate 10% 8% 7% 11% 9% 13% 11% 12%
Originally reported calls to sales conv. rate 42% 32% 27% 26% 27% 34% 34% 29%
10%
20%
30%
40%
50%
60%
70%Share of Revenue 2016 vs. 2017 vs. 2018
Call Centre '18 Website '18 Partner '18
Call Centre '17 Website '17 Partner '17
Call Centre '16 Website '16 Partner '16
CallCentre
Web Partner
2016 50% 30% 20%
2017 39% 42% 19%
2018 32% 48% 20%
CHANGING BOOKING BEHAVIOUR
ANNUAL BOOKING TRENDS
SUMMARY
• You have to spend money to be in the game – either through time or
media – but most likely both
• Putting together the pieces of the data puzzle is crucial – web, phone, CRM
and everything else you can
• Value is in the detail of data – getting to grips with it will help you make
better use of your budget – and where you get best results from
THINGS TO THINK ABOUT
• 20th June 2019 - The Hilton, Bournemouth
• 9am – 4.30pm
• Tickets - £89 until end of April
• Tom Goodwin – top 10 LinkedIn influencer for three years in a row!
• Tom Barker – Head of Digital, National Trust
• More announced soon!
AND FINALLY…
© Adido
01202 586 300
WWW.ADI.DO
WILSON HOUSE | LORNE PARK ROAD | BOURNEMOUTH | BH1 1JN
EXPLORE. CAPTIVATE.CREATE.
