best in class: making good digital marketing campaigns oustanding
TRANSCRIPT
User journey is more complex
Place personalised ads in the right place at the right time to stay top of mind
Mobile now accounts for over 50% of all search
Run mobile specific ad copy & extensions
2/3 transactions start on a mobile device but finish on another
Opt into mobile search at some level – calculate your mBid
Track phone calls
Look at attribution to further justify mobile ad spend
Interests &
Demographics
In-Market
Segments
Similar
Audiences
Target users that haven’t previously visited your site
Frequency caps
Viewability
Apply brand safety filters
Overlay placements
Run multiple ad sizes
Be aware of banner blindness
96% leave a website without converting
70% abandon shopping carts
49% typically visit 2-4 sites before
purchasing
1. Visited the website but not taken
any action
2. Visited specific pages/products but
not taken any action
3. Converted users
Broadest & largest audience
Retarget with generic ads to encourage a return visit
A more relevant but smaller audience
Retarget with dynamic ads = personalisation = relevance
Either block them or build audiences to target in the
future
293% increase in CTR %
Source: AdWords April 2015 – Sept 2015 Source: AdWords April 2015 – Sept 2015
71% increase in Conv %
Use RLSA Audiences
“le creuset mugs”
“emma bridgewater
mugs”
“red mugs”
“stripy mugs”
“mugs”
Search Volume
Lik
ely
convers
ion r
ate
Upload to Platforms
Exclude customer across all connected devices
Use list to show user a more tailored ad
Use list to create a similar audience list
Volunteers email
address
User
Navigates
to Site
More powerful than RLSA
By the time you finish reading this
sentence, users around the world
will have uploaded another eight
hours of video to YouTube
Track all traffic sources in one placeTrack all your conversion pointsCount revenueOptimise for ROITrack offline conversions using GCLIDsLook at attribution
It’s advertising first, technology secondEnsure access to your own campaignsBe aware of tie in contractsSpeak to the “do-er”Regular face to face meetsBe open with your agency