Paid Media Strategies for Driving Efficiency

NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R YNINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y

Small Company;

Big Results

March 12, 2014

Paid Media

Strategies for

Driving Efficiency

NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y

CASE STUDY

WHO WE ARE

2


A SEARCH MARKETING

+ SOCIAL AGENCY

• Established in 2005

• Google AdWords certified

• Google Analytics and

Omniture certified

• Certified woman-owned

business enterprise

• Employee owned

company effective

January 2014

3


Paid Placement Search Engine

Optimization

Localization Content

MarketingSocial Media Analytics &

Measurement

4

WHAT WE DO


CASE STUDY

WHO I AM

5


ANGELA NEEDHAM

• Senior Search Specialist

• Responsible for strategy and management of paid

media accounts

• Clients: Renewal by Andersen, Lifetouch, Landscape

Structures, Hilton Head Health and more

6

NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y 7

PAID MEDIA STRATEGIES FOR

DRIVING EFFICIENCY

REFINED

AUDIENCE

TARGETING

EXPANDED

MEDIA

CHANNELS

IMPROVED ON-

SITE

EXPERIENCE


REFINED AUDIENCE TARGETING

8


Client A

• Commercial manufacturing company

• Sells products through a network of

regional sales representatives

• Annual paid media budget: $200K

($16K/month)

9


GOAL • Increase leads for

high-profit

product lines to

generate

additional sales

and incremental

revenue


Unique Challenge

• Client A has varying product lines with

significant ranges in average profit from

each line

• Low search volume on branded product

terms

• Unable to use Product Listing Ads (PLAs)

• Difficult to reach qualified audience

through display network targeting

11


Strategic Opportunity

• Remarket to audiences who have indicated digital interest in a product line

• Utilize Google Analytics Remarketing Lists to create audience segments based on site analytics

• Example:

– Viewed 2+ pages of products from a specific product line

– Spent 0:45+ seconds on a product page from a specific product line

12


Implementation

13


Implementation

14

General Remarketing

AdProduct Remarketing

Ad


• Increased conversion

rates drove 31% more

leads

• Improved efficiency

decreased CPLs 16%

RESULTS


TAKEAWAY

Refine your audiences to remarket

product lines and to reach users

who are most likely to convert

TAKEAWAY


EXPANDED MEDIA CHANNELS

17


Client B

• Private college with on-campus and

online programs for undergrad and grad

degrees


($25K/month)

• Online competitors paid media budget:

$50M+ ($4.1M/month)

18


GOAL • Improve campaign

efficiency with a

multi-channel

media strategy


Unique Challenge

• Small company in a very competitive

industry

• Search keywords can cost up to 25% of

Client B’s goal CPL

20



• Expand media channels to reach audience

at a lower cost

21

$0.00 $5.00 $10.00 $15.00 $20.00 $25.00 $30.00 $35.00

Facebook Ads

LinkedIn Ads

Google AdWords

Cable TV

Radio

Magazine

Newspaper

$0.25

$0.75

$2.75

$7.00

$8.00

$20.00

$32.00

MOZ.com Cost to Reach 1000 People


Implementation

• Launch paid media campaigns on LinkedIn

and Facebook

22


• Drove 48% of program

leads

• Paid social CPLs 72% less

than search and display

RESULTS


TAKEAWAY

Expand digital media channels to

gain more visibility and efficiency

through lower-cost media

TAKEAWAY


IMPROVED ON-SITE CONTENT

25


Client C

• Niche spa and retreat resort with

different programs lengths and costs

• Varying guest profiles and resort search

terms


($13K/month)

26


GOAL • Improve on-site

content and

experience to

increase visibility

and conversion

rates


Unique Challenge

• Small site with limited content

• Low Quality Score on many paid search

keywords

– Increases CPCs and decreases visibility

– Poor landing page experience when search

queries don’t match page content

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• Create landing pages specific keywords to

improve quality score

• Tailor content on landing pages for

unique audience segments

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Implementation

• Current landing page environment

30


Implementation

• Health Retreat for Women landing page

31


Implementation

• Health Retreat for Men landing page

32


• Campaign leads increased

MOM 125%

• Campaign CPL decreased

MOM 25%

RESULTS


TAKEAWAY

Improve on-site experience to

increase visibility and

conversion rates; decreasing CPL

TAKEAWAY


PAID MEDIA STRATEGIES FOR

DRIVING EFFICIENCY

REFINED

AUDIENCE

TARGETING

EXPANDED

MEDIA

CHANNELS

IMPROVED ON-

SITE

EXPERIENCE


Thank you

36

Angela Needham – Nina Hale, Inc.

@araeneedham

[email protected]