marketing in the moment panma
DESCRIPTION
Marketing in the Moment takes a look at Google's challenges of multi-device tracking and marketing to individuals rather than queries. My presentation from the PANMA event at SEER interactive takes a look at the problem, and gives a few ideas of how you can use new Google tools (and Enhanced Campaigns) to capture users "in the moment"TRANSCRIPT
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marketing in the momentusing the web to reach your audience 24/7
aaron levy @bigalittlea
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@bigalittlea
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how many devices do you use to go
online?
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average us household? 5.7 internet connected
devices (!!!)
*source – NPD Group
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start the day with your
tablet, probably
wake up, grab some
breakfast and read the news
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lets be serious, nobody wants to talk on the
train
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you guys would never do this right?
unless you’re on the schuylkill
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discussing important business
things, take your tablet for notes
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boring meeting is
booooooring
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lunchtime beer?
aggressive move.
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it‘s business time
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repeat cycle
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home sweet home
time for yoga
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#couchpose
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time for bed = time to sign off
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we don’t use devices at the same time
or for the same things
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use your own font
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template
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design your own
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everybody shares with everybody
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design your own
templateenter enhanced
campaigns
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The real reason why I think the
tablet thing happened…?
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some people don’t like enhanced campaigns
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avg. cpc’s increase 6% in 2 months*
google stock increases
15%...
*source: adobe digital marketing study
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success in a multi-device “enhanced”
world
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#1 – set goals
no, seriously.
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#2 – make your website work, and
work well. i mean really well
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google will penalize your
quality score for a bad mobile site
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#3 - pick your marketing mix, have
assets to support everything
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lets make banners
ooh shiny logo
make sure our
ceo’s head is on
there
one re-marketing ad
is enough right?
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design your own
template
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pre-roll in-search
in-displaycompanion
ad? tracking? ahhhhhh!
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#4 – what ad shows what person and
what keyword
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computer & tablet
search? same as it ever was
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high volumehigh bids
high profits!
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ads dominate
mobile serps
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bid modifier ftw
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#5 - create mobile specific ads with mobile specific landing pages
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#6 – extend your ads with adwords
extensions
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enhanced sitelinksawesome! but...
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design your own
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mega sitelinks!
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design your own
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call extensions
can sleep at night!
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image extensions #ooohshiny
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#7 – be a creep
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the fun has just begun
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bid modifiers (+ regular bidding)
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modify bids +1800%
(!!!)
or -100% (exclude)
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3 steps to prepare for the future
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