The Search Marketing Agency Guide to Selling Display to Clients

• The webinar is recorded and will be made available

• The slides will also be available

• Q&A session at the end of the webinar

• Use the Chat box to submit your questions at any time

House Keeping

Marc Poirier

Co-Founder and CMO

Brian Stempeck

VP of Business Development

Presenters

About The Trade Desk • Demand-side platform (DSP)

• Attribution across display, search, social and video

• Started by the founders of AdECN, the 1st RTB ad exchange

• Partnered with Acquisio

The Trade Desk

Summary

1. The size of the pie

2. How ad exchanges work

3. Examples of how to plan display for clients

4. Top 5 mistakes to avoid

Summary

1. The size of the pie

2. How ad exchanges work

3. Examples of how to plan display for clients

4. Top 5 mistakes to avoid

“RTB TECHNOLOGY IS THE ENABLER OF THE POTENTIALLY EXPONENTIAL GROWTH OF DISPLAY GOING FORWARD. DISPLAY

ADVERTISING WILL BE A $200 BILLION BUSINESS GLOBALLY.”

. ERIC SCHMIDT GOOGLE CEO, IAB CONFERENCE

Search agencies are uniquely qualified in display

1. Most search agencies we talk to are already managing display dollars

2. Some of our largest and fastest growing clients are search agencies

3. The quantitative and analytical skills that search marketers translate well to DSPs and ad exchanges

4. Search agencies understand what moves the needle at the bottom of the sales funnel

Summary

1. The size of the pie

2. How ad exchanges work

3. Examples of how to plan display for clients

4. Top 5 mistakes to avoid

11These materials are not intended for distribution outside of The Trade Desk and its partners and customers

Publisher direct• UPSIDE:

• Know the exact site• Custom units

• DOWNSIDE:• Time consuming• No user targeting• High CPMs from $20 -

$80

Ad network• UPSIDE:

• More reach than a single publisher

• DOWNSIDE: • CPMs from $4 - $15

with big markups• No transparency about

publisher/placement

Demand Side PlatformUPSIDE:• Maximum reach, user

targeting possible• Transparent• CPMs from $0.50 - $4

• DOWNSIDE: • Newer concept for

clients

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How display has evolved…

How The Trade Desk works with an ad exchange

Nike’s ad agency hires The Trade Desk to buy display ads from the exchanges

Nike wants to show tennis shoe display ads to 18-24 year old men in the Northeast U.S.

A potential customer opens their browser to RollingStone.com (a site on the ad exchanges)

RollingStone.com instantly tells the ad exchange that it has a display ad space to fill

The exchange holds an auction for the single display ad impression in 1/10th of second

The Trade Desk uses data to identify the customer as a 19-year-old male in Boston – Nike’s target audience

The Trade Desk uses this data to calculate how much to bid for the impression

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4 5 6 7

8The 19 year old man in Boston sees the Nike tennis shoe ad on RollingStone.com

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12

10The Nike display campaign results in a high ROI and a relevant message to the customer

The Trade Desk wins the impression and serves the Nike ad to the customer

$2.50 eCPM

These materials are not intended for distribution outside of The Trade Desk and its partners and customers

13These materials are not intended for distribution outside of The Trade Desk and its partners and customers

• Google does not control display like it does search

• Premium publishers are available through other exchanges

• DSPs offer central way to access all of these exchanges

Top ad exchanges

DSPs and ad exchanges allow a menu of targeting strategies

• More efficient re-messagingRetargeting

• Use paid search data for targetingSearch retargeting

• Target by company, neighborhood or cable providerIP targeting

• Focus on specific publishers or categoriesContextual and site targeting

• Wide range of 3rd party data available3rd party audience data

• Product level retargeting Dynamic creative optimization

Summary

1. The size of the pie

2. How ad exchanges work

3. Examples of how to plan display for clients

4. Top 5 mistakes to avoid

Month 1: Simple retargeting • Demonstrate quick ROI boost with basic retargeting

campaign; learn about the sales cycle and purchase behavior (day of week, time of day)

Month 2: Advanced retargeting with DCO• Once you’ve shown some results, commit to a multi-

month dynamic creative campaign • Product-level creative, and target past purchasers

Month 3: Prospecting using audience data • Retargeting will provide insights about the audience

you should find in the prospecting campaign• Example: 34-48 female, HHI >$75K is the sweet spot

THREE MONTH PLAN: E-commerce client

Month 1: Direct to publisher campaign with niche publisher • Drive users to the site with a premium buy

Month 2: IP Targeting• Use a DSP to target the IP addresses of

relevant companies and industry sectors

Month 3: Retargeting launch• With the success of the first two campaigns,

you’ll now have a larger user pool to retarget

THREE MONTH PLAN: B2B Client

Month 1: Geo-targeted saturation• Buy inventory on Facebook and low-priced category buy ($1.00

CPM or less), and look for impact on search traffic• Focus on as many unique users as possible, with limited geos

Month 2: Narrow the sites, broaden the geos• Based on the sites driving the most clicks from Month 1, build a

site list of the top performing sites • Expand to more geographies with this model

Month 3: Build out audience profile • Based on users who have visited site, develop audience profile

with 3rd party data partners• Consider direct publisher buys to target these users, plus 3rd

party data

THREE MONTH PLAN: CPG Branding Client

Summary

1. The size of the pie

2. How ad exchanges work

3. Examples of how to plan display for clients

4. Top 5 mistakes to avoid

1) Cutting campaigns short

2) Settling for non-transparent display partners

3) Viewing your marketing channels in isolation

4) Not knowing your competition

5) Ignoring the creative

Top 5 mistakes to avoid

Selling Display to Your Search Clients

Why do it?• More margin in display than in search• Display works together with search• Lots of money in Display today…• Display is growing fast• RTB is the growth engine behind display• Search growth is flattening• Your competitors are doing it - and they’re eating your lunch• More wallet share from existing clients• Fundamentally it’s a matter of survival

10 steps to sell display to your clients

1. Reposition2. Who's Your Customer3. Know Your Enemy4. Education5. Baby Steps6. Transparency7. Show Scale8. Prove ROI9. Morph Your Team10. Big Brand Bucks

REPOSITION YOUR COMPANY• Position yourself as a performance media agency (not a

search agency)• Change messaging on website (maybe change your

name if you're called search something something)• Prepare a solid deck to help your sales team walk clients

through the reasons why they need to transfer all of their display buying efforts to your agency (on top of all their search, mobile and FB)• Work with a trading desk to start (we can help you with

that)

STEP 1

Know Your Client•Who is your real client? •What makes your client more successful? What makes

them get fired? What keeps them up at night?•What is the nature of your relationship with them?• Are they pure DR? pure brand? Mix of both? Find out.

STEP 2

Know Your Enemies• Know what agency or network is currently selling them media

and why they must be replaced by you (hint - they can't do search and they can't do FB)• Ask your client how they like working with them and what they

like and displace about working with the company.• Know what your clients' competitors are doing with display.

Usually gets them motivated when they see they're being left in the dust

STEP 3

Educate Your Client•Display then and now - different animals•Amount of money going toward working media•Avg CPM of network buys vs RTB• Power of RTB with Acquisio and TTD

STEP 4

Baby Steps• Start with retargeting in most cases, small budgets, and focus

on search retargeting• Add site retargeting as a second iteration (more money) • Finally start moving them toward buying RTB with other data

and compare your results to the next guy's results.

STEP 5

Be Transparent• methodology plus technology = competitive edge. • be transparent, show client why technology is critical to

success in this game• give them a demo of your platform, take them through all the

options so they can understand the fundamental shift that took place from the time they just let the networks manage their money to now • work with them to determine how reporting will work

STEP 6

Show Scale• Following this demo you should expose your client to the size

of the opportunity on RTB • Start talking about valuing view through impressions using

attribution modelling• Show them how attribution models are built to give display the

credit it deserves

STEP 7

Prove ROI• Go for maximum share of voice in a limited GEO to prove lift on

brand queries • Start proving to your client that display increases brand

awareness• Run branding ads and monitor web analytics for brand queries

and direct navigation for that geo, there should be a lift within days.

STEP 8

Morph Your Team• develop your display expertise in relation to the other channels • Hire a media buyer and planner - then teach them how it's

done with RTB• Hire creative director - prepare to start pitching ideas• Hire data people• Build and implement your methodology

STEP 9

Big Brand Bucks• Money needs to move online but it doesn't have a great place

to be spent to support brands• As RTB becomes more mature, it also becomes a natural place

to buy display for branding - don't miss this boat.

STEP 10

• Acquisio is the only platform that trafficks your ads, tracks results and automatically optimizes performance for Search, Facebook, Mobile and RTB Display.• We are ready to help you start down the path of selling display

to your clients immediately• The Acquisio Trading Desk service will manage your display

buys for you and teach you how it’s done over a 90 day period at which point you will take over management of the campaign (if you want)• We will provide sales materials and sales support so you can go

to your customer and sell display with confidence.• We have focused on making agencies more successful for 9

years and have built a solid track record. We can do the same for you.

WHY YOU SHOULD WORK WITH US

The Acquisio Trading Desk is a complete solution to help search marketing agencies address the display opportunity with their clients.

Would you like to schedule some time to discuss how Acquisio can help you take advantage of this massive opportunity?

YES, contact me to schedule some time to explore.NO thanks!

The Acquisio Trading Desk

Thanks you!

Questions?