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Agenda
1. Wolfgang News
2. Now & Next in Paid
Search
3. The Evolution of Display
4. Visual Content
5. The UGC Social Sweet
Spot
6. Customer-Centric SEO
7. Hangin Out With Rand
8. 5 Actionable
Takeaways
9. Q&A
10. Last Person Standing
Quiz
11. Bath Time
“There’s One For…”
Growing The ‘Gang
E-Commerce Studies
Spend up 41%
2014
Spend up 76%
Q4
KPI Study
1. Best Agency
2. Best Search - UNICEF
3. Best Search - Iclothing
4. Best Retail - Iclothing
5. Best Travel – Camino Ways
6. Big Data
7. Best Company
Talkin’
Update
Al’s Bitcoin Investment
Now & Next in Paid Search
• Brendan Almack
• Ciaran Murphy
• Rob Beirne
How Many Adwords Innovations in
Q3 2014?1. Product ratings on Google Shopping
2. New shipping configuration tool available in
Google Merchant Center
3. Search Network with Display Select
4. New Shopping Campaigns Upgrade Tool
5. Close variant matching for all exact and phrase
keywords
6. Introducing Website Call Conversions
7. Using Google Search and YouTube to Promote
Your App
8. Product Listing Ads become Google Shopping
9. New display ads formats for a multi-screen world
10. Google Shopping: automatic item updates
11. Estimated cross-device conversions, now
available for display
12. A simpler way to manage your business locations
in AdWords
13. Scale your Shopping campaigns with bulk uploads
and AdWords Editor
14. Advertising on your schedule with AdWords
Express
15. Introducing Dynamic Sitelinks
16. Making it easier to build rich and engaging mobile
ads for the Google Display Network
17. Call out Extensions
18. Product Listing Ads now on search network
19. New look mobile search ads
20. Local inventory ads expand to more countries and
formats
21. Announcing Ad customiser
Now & Next in Paid Search
• Brendan Almack
• Ciaran Murphy
• Rob Beirne
What’s New?
Review Extensions
Driving Account Performance
Up to +80% lift in
CTR
The Policy
A review extension must be an accurate, current, credible, non-duplicative third party review of the advertiser’s business.
……but
The Wolfgang Hack
The Wolfgang Hack
Tracking Mobile Calls….From Your
Website
32%
A Frustration
More Than Click-to-Call
Tracking Calls from a Website
+11%
3-Step Set Up
1. Generate Conversion Code in AdWords
2. Paste Code on Page with Number
3. Adjust html using ‘onclick’ command
Why is this important?
Cost per conversion
Optimisation decisions
Automation
Let Me Blow Your Mind
Generic Keyword Conundrum
What If?
Combine 2 Recent Adwords
Innovations
Conversion Machine
• Second only to brand for conversions
• Compared to original DSA campaign
– 68% increase in conv rate
Custom Ads
What they look like
Increased Conversion Rate
Don’t Worry, Be Appy
“The Year of Mobile”
App Download Campaigns
Download rates >20%.
80-90% of downloaded apps are used only
once.
Source: http://www.digitaltrends.com/mobile/16-percent-of-mobile-userstry-out-a-buggy-app-more-than-twice/
App Re-Engagement Beta
Don’t Worry, Be Appy
IAB Ireland H1 2014
2 Behemoths of Display
How do you connect with consumers when they
aren’t necessarily searching for you?
There’s a solution available for every stage of the
funnel
Awareness
Consideration
Purchase
Advocacy
Demographics Affinity (TV) Audiences
In-Market Audiences Similar Audiences
Remarketing:
- Standard
- Dynamic
Entice
Politely attract user
attention
Qualify user intent
to engage
Qualify Engage
Allow your customers to truly engage with your ads
Encourage maximum User
Engagement time
Lightbox with multi-video Launched
Use case
Videos (2-5)
Logo
Background image
CTA Buttons (optional)
Assets
Showcase your brand
commercials in one User
experience
Lightbox with video + image Launched
Use case
Video
Images
Assets
Showcase your product
images and video
commercial
Lightbox with video + mapsIn BETA
Use case
Video
Logo
Maps feed
Assets
Showcase your brand
commercial and show
the nearby stores
Tap map to open locations
Lightbox with images + mapsLaunching Nov-Q4
Use case
Images
Logo
Maps feed
Assets
Showcase your brand’s
image gallery and show
nearby stores
Swipe image to view more
In BETA
It’s hard to stay top of mind when half your budget
is wasted on ads that are never seen
54%
$22Bin wasted advertising
of display ads are never seen leading to
With Viewable Impressions, you can reach your
target audience with zero wasted brand spend
On screenPay for impression
Not on screenDo not pay for impression
of Facebook
Advertising
Travel Industry Example:
Camino WaysJourney Paths to purchase can be very long and complex
Average length of purchase journey is 24 days
Users will make an Average of 21.6 site visits before making a purchase
(Google UK Whitepaper 2011)
Hannibal – The Man with the Plan
& the Data• 60% Irish Adults have a Facebook account
• 72% look at Facebook every day (growing)
• Lots of juicy data – (much more than Google)
• 3 New/improved Features in 2014
Feature 1: Targeting
• Interests e.g. Walking/hiking
• Custom audiences – From an email list
• Lookalike Audiences – Based on the email list
• Cross device targeting
Custom & Lookalike Audiences
• Email list (3,000 Irish emails)
• Lookalike Audience built from similar
characteristics (110,000)
Cross Device Targeting
• I’m gonna follow you around until you make a purchase.
Fool.
Feature 2. Formats:
Newsfeed “Ads”Spend - €100
Reach – 45.5K Unique users
Website Clicks – 2083
CPC - €0.05
Shares - 121
Website leads – 5
Value in journey to purchase -Priceless
Great Formats = Great Results
• Newsfeed ads – it’s native advertising!
• Look at those low Cost Per Clicks!
• And huge volume of traffic – you’d be crazy not
to!
Feature 3: Advocacy – putting the
“Face” in Facebook
• Allows your audience to share your marketing in
a way that Display ads can’t.
• Recommendations from user to user
Advocacy – Recommendations
from Facebook user to user
1. Shares 2. Tagging
3.
Recommendations
Recap
1. Data: Facebook knows you more intimately than any other
platform – your wishes & desires
2. Formats: Low CPCs, high Volume of traffic
3. Targeting: Better targeting options
4. Cross Device Targeting: People rather than cookies
5. Creates Advocacy: Recommendations from user to user
6. Exciting Innovations in 2015 – watch this space
1 1 2 3 5 8 13 21 34
55 89 144
Science
1. Read: pre-attentive processing
2. Remembered: picture superiority effect
Paid Promotion
Micro – Targeting & Inflammatory
Creative
Why Facebook?
Unparalelled reach
Fantastic CPCs
Visual friendly
Twitter Creative
Why Twitter?
ExpensiveCPCs
Low Volumes of Traffic
Nowhere does news get older faster
Influential audience
Taboola
Why Taboola?
Incredibly cheap clicks
Large Volumes of Traffic available
Not quite as “social”
Outreach
Virality - Publishers
Sharing - Anger
Results
Best Day For Traffic - EVER!!!
Free Traffic
Prolonged Interest
Getting Social with Data
A Brief History
Focused on Acquisition
Highly efficient paid search
Driving new customer acquisition
Close to your Data = Close to Your
Customer
Lot’s of Important Touch Points
Importance of Repeat Customer
X 2
This is not New vs Returning
2 Year Cookie for Users &
Sessions!
Importance of Repeat Customer
Leverage Repeat Customers
1. Get existing customers spending more
2. Turn existing customers into an asset
Creative Concept Development
Source: The Nielsen Company
Source: The Nielsen Company
Loyalty + Advocacy = UGC Opportunity
THE KPI
iClothing Advocates
25.75%
Engagement
2%
Engagement
9.5% CTR
0.9% CTR
Loyalty + Advocacy = UGC Opportunity
Loyalty
Advocacy
• Authentic Images – 10x more
engagement
• Doubled theTwitter Following
• 16,000 engagements with
#iWear on Twitter and Facebook
Why did it work?
1. Data Driven Insights
2. Targeting
3. Optimisation
Customer Centric SEO
Developing an SEO Strategy
1. What is SEO?
2. What are you trying to achieve by
investing in it?
Technology - Site Speed
Site Speed for Conversion &
Engagement
• -7% Conversions
Source: Aberdeen Group
Relevance - Engagement
Pogo sticking
Evidence of an irrelevant or content light landing page
Doesn’t answer the questions that searchers are asking
Fix Pogo Sticking & Drive Engagement
Get inside the mind of the
searcher
Build a landing page that
answers
questions/concerns
Encourage engagement
Authority – Attracting Links & Build
Your Brand
Content to facilitate outreach
Quality content that attracts social links
Build your Brand
What is SEO success?
Traffic + Action
+170
%+130%
No sitemap
No H tags
No schema
Broken plug-ins
No blog navigation
Slow page speed
SEO Audit discovered:
Organic traffic year-on-year
Sessions 2013
Sessions 2014
Women’s Clothing & Footwear
Men’s Clothing & Footwear
Child & Baby
ElectricalsFurniture
Jewellery
Beauty
Toys
Demand
Opportunity
Business goals
Women’s Clothing & Footwear
Men’s Clothing & Footwear
Child & Baby
ElectricalsFurniture
Jewellery
Beauty
Toys
Check what terms your
pages rank forCheck your
page speed
Go get the links you are
owed
1/ Are People Reading My
Content?
True Bounce Rate
• Measure a website visit after a set piece of
time
• One amendment to Analytics Code
• setTimeout("_gaq.push(['_trackEvent',
'30_seconds', 'read'])",30000)
2/ Do I get more traffic than my
competitors?
Use Google Analytics Benchmarking
Reports to find out.
Competitor Benchmarking reports
on Analytics
3/ Facebook cross device tracking
More than 80% of iOS and Android apps use
Facebook logins
yoursite.com/ordercomplete
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4/ Assisted Conversions
Assisted Conversions
Assisted Conversions
5/ Real Time Advertising
“Me At The Foundry”
1. Alan's better half talked him out of investing the deposit for the house into
Facebook Shares Bitcoin
Bitcoin
2. How many AdWords innovations did we count in Q3 2014
23 21
21
3. Which of the following AdWords innovations allows you to target people who have already
been on your website when they are on Google search
RSLAs DSAs
RSLAs
4. Wolfgang Digital are the proud proprieters of an online adult-toy shop
True False
True
5. Pogo sticking is:
anytime a user bounces from your websiteOr
when a user bounces back to the search results and continues their search
when a user bounces back to the search results and continues their search
6. What proportion of Irish Online Ad spend went on Display in H1 2014
35% 33%
35%
7. Wolfgang Digital are Finalists in how many categories in the DMAs 2015
6 7
6
8. According to the latest Wolfgang E-Commerce Study consumer spend online for
the year 2014 grew by:
41% 76%
41%
9. 86% of time spent on mobile is spent in an app
True False
True
10. Facebook Custom Audiences target:
People based on their interests
Or
Your email list when they are on Facebook
Your email list when they are on Facebook
11. What's the maximum amount of stars can you get from "Google Review Extensions“
5 0
0
12. Google launched it's RTB ad platform in
2002 2007
2002
13. Taboola is a content promotion platform that gives dirt cheap clicks and facilitates users
to share your content.
True False
False
14. In Google Analytics if there is 2 touch-points prior to a conversion: Paid Search and then Direct, the conversion will be attributed to:
Direct Paid Search
Paid Search
Tie Breaker
15. How many people had registered for the Wolfgang Essentials 2015 Event by the cut off at
5pm on Wed?
194
