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Digital Marketing Minnesota
Background
Introductions
Primer on Mobile Advertising
Discussion & Questions
Agenda
Digital Marketing Minnesota
Introduction
ConversionOptimization
Mobile
Web Analytics
OnlineAdvertising
SEO
DevelopmentSocial Media
Strategy
EcommerceLocal
Digital Marketing Minnesota
Introduction
Breaking It Down…What It’s All About…
Digital Marketing Minnesota
Robert FlournoyStarted with Email Marketing
Built a Boston based Internet Consulting Agency
6 Years Ran Own Internet Business
VP eCommerce –Inc. 5000 & MN Fast 50
Started Group 7 yrs ago to share and learn with others
Introduction
Digital Marketing Minnesota
Jeff Kemnitz
Formerly Worked For Robert• As head of marketing, grew from $1M to $6M over 4 years
Agency Director• Websites, SEO, PPC, Social, Email marketing• Shopify, Magento, Wordpress development
Alive Wired is the official “corporate” sponsor of MIMA
Introduction
Digital Marketing Minnesota
30 Seconds – Introduce Yourself Name & What You Currently Do?
Why Interested?
Internet Marketing Experience
Current Marketing Issues/Questions
Introduction
Digital Marketing Minnesota
Want to Present or Know Someone Who Might?
Introduction
Digital Marketing Minnesota
Your Mobile Strategy
Share Your Mobile ExperiencesMarketing Strategy - Do you have a mobile marketing strategy?
Website - Do you have a mobile or responsive website?
Digital Marketing Minnesota
First things first, test your site with the Google Mobile Testing Tool
Google's new mobile-friendly testing tool tells you if your site passes or fails the mobile test.
https://www.google.com/webmasters/tools/mobile-friendly/
Your Mobile Strategy
Digital Marketing Minnesota
Why is mobile important?Multi-Screen World
Mobile Landscape
Source: Google
Digital Marketing Minnesota
Why is mobile important?– Astonishing Growth from $18 - $28 in a Year
Mobile Landscape
Source: marketingprofs.com
Digital Marketing Minnesota
Your Mobile Strategy
Share Your Mobile Experiences
Advertising - Do you have a specific mobile advertising program or is it just part Adwords, Bing, etc.?
Any lessons learned, good/bad experiences?
Digital Marketing Minnesota
Mobile Landscape
Understanding the Mobile Advertising Ecosystem
•Display Side Platform (DSP): Ultimate customer is
the marketer/advertiser. Their job is to find the
most efficient impressions possible given the
constraints the marketer has provided them. While
folks don't like using the word "cheap", the DSP is
trying to find the best ROAS for an advertiser and
one of the main factors driving ROAS is the cost of
the impression.
•Supply Side Platform (SSP): Ultimate customer is
the publisher. Their job is to sell the impressions
for as much as possible. Hence, they're trying to
sell the impressions for as much as possible for
their publisher partners/customers.
Source: Quora
Digital Marketing Minnesota
The Process
Quick Campaign Setup
ExecutionSetupLaunch
OptimizationAnalysis
Monitoring
PlanningObjectives
Audience & BudgetMechanism
Messaging & CreativeNetwork
Digital Marketing Minnesota
Quick Campaign Setup
What are the business objective and KPIs?
Be specific: X Number of Sales, Leads, Phone Calls..
How much are you willing to spend? ROI goals and amount you are willing to spend…
Who are you targeting? Demographic, geographic, psychographic, devices, sites…
How is it this going to be accomplished technically?
Email signup, purchase, click to call, download…
What is the messaging and creative? The hook, i.e. the angle, offer and supporting banners / landing pages…
What network (DSP) are you going to use?
There are hundreds…
Digital Marketing Minnesota
Your Mobile Strategy
Any questions?
Digital Marketing Minnesota
You’ve got your plan together….
Let’s get up and runningDesign Banners and Landing pages• Need Continuity:
– Design– Messaging– Call to Action
• Popular Mobile Banner Sizes– 320x50– 300x50– 300x250– 168x28– 120x20
Quick Campaign Setup
Digital Marketing Minnesota
What makes a good banner & landing page?Graphics, Text & Imagery - The body of a banner: The trap, what draws attention. What makes a user see it.Messaging / Call to Action - The soul of a banner: The connection, what produces a click. What make a user buy?
Quick Campaign Setup
http://65364faf9de98a998691-96c49120b5f09c1acb0389d8da627670.r16.cf5.rackcdn.com/bannerslandersHighLatest.jpg
Digital Marketing Minnesota
And a landing page?
Quick Campaign Setup
Cross-platform compatible…
Shady Legit
Digital Marketing Minnesota
Let’s setup a campaign in real-time…
Decisive.is
Quick Campaign Setup
•Banner Upload•Setup Tokens & Conversion Tracking
• Tie back creatives to click behavior and conversions
•Time - start and stop•Geo•Device (all platforms are a little different)
• Connection Type: Wifi vs WAP/Mobile• Operating System• OS Version• Manufacturer• Device Name• Device Model• Form Factor
•Audience• Content Type: App vs Site• App• Site• Category (based on IAB)• Subcategory• Frequency Capping
•Budget
Quick Start
Digital Marketing Minnesota
Your Mobile Strategy
Any questions?
Digital Marketing Minnesota
What does the data look like?
MOST IMPORTANT….Develop an iterative testing protocol for:AdsPlacementsBidsDay PartingLanding PagesMessaging
Quick Campaign Setup
Sample Data Export
It’s all about statistics….Here’s an A/B Graphical Bayesian Calculator
Digital Marketing Minnesota
Tips & Tricks for Non-Math NerdsDevelop ROI & Targeting Create 10 messaging angles & choose 2Create 5 banners for each angle w/ different graphics Create 2 landing pages corresponding to 2 angelsCreate 4 campaigns: Wifi / WAP vs Site / AppOptimize ad CTR first by focusing on blacklisting bad placements, then messaging then graphicsOptimize landing page CTR similarly after the ads are optimized
Quick Campaign Setup
Digital Marketing Minnesota
Tips & Tricks for Math NerdsLearn about:– Bayesian “Bandit” Testing– Binomial Confidence Intervals
Use min. & max. viable conversion rate– Conv. Rate you need to make the campaign profitable
based on click costs, payout on a conversion and target ROI• Example:
– CPM $20– Payout of $5– Min ROI of 100%– Min. Viable Conversion Rate = .08%– Min (ROI/100+1)*CPM/(Payout*10)
Quick Campaign Setup
Digital Marketing Minnesota
Your Mobile Strategy
That’s the quick start mobile primer…
Questions & Answers