slideshow_all presentations _interactive sales conference_02!15!2012
TRANSCRIPT
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Strategy & Development
Session 1, 9:45-10:30
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Lesson Objectives:
Lesson Objectives
a) Understand the differencebetween commodity vs.
consultative selling
b) Understand the differencebetween campaign objectives branding vs. direct response
vs. both
c) Understand the new metrics &touch points of engagement
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Commodity vs. Consultative Selling
Commodity Sellers
Focus on Price Limited definition of
success Clicks, CTR, CTA
Objectives driven byimmediate response
Success often more afactor of ad creative andlanding pages
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Focus on valueof media Define Success by:
Understandingand defining
objectives Creative, unique
opportunities
Holistic approachto media channels
Consultative Sellers
Measurement focus on interactions, engagement, adeffectiveness
Understand media and marketingWalk in your customers shoes and think like themMarketing builds relationships with high value customers
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The Consultative Approach
Solution Orientation
WIIFM
Creative Exchange of Ideas
Competencies
Joint definition of metricsand success
Willingness to optimize,iterate
Educate client
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Sell More By
Educating clients onInternet media bestpractices
Manage expectations
Increase market share Demonstrate online +
offline synergies
Increase spending byexisting advertisers
Encourage non-online advertisers to buy online programs Show advertisers how to build brand equity
Increase reach & frequency
Maintain presence (recent)
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Definition of Integration
What it Isnt Not repurposing print ad
or TV spot into a banner
Not token gestures ofadding online totraditional mediaschedule because youhave online
Not additional inventoryjust to increase size of
sale Whats best for meeting
clients objectives
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Possible Campaign Objectives
Direct Response -Promotional method in which a prospectivecustomer is urged to respond immediately and directly to theadvertiser, through the use of a 'device' provided in theadvertisement. These devices (called direct response
mechanisms) include a (1) coupon to cut and mail, (2) businessreply card, (3) toll-free telephone number, or, on the internet, (4)hotspot to click. Most retail sale advertisements are directresponse ads in one way or the other.
Both
Branding -
The process involved in creating aunique name and image for a product in the
consumers' mind, mainly through advertisingcampaigns with a consistent theme. Brandingaims to establish a significant anddifferentiated presence in the market that
attracts and retains loyal customers.
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Branding
Frequency, Reach
Focus on the
QUALITATIVEnuances of each
channel
How will you engage the consumer?
Are there innovative targeting opportunities?
What type of creative can be used?
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Direct Response | Engagement
Focus on the QUANTITATIVE elements
What are all the different types of possibleengagement responses?
Are there any unique targeting opportunities tohelp maximize performance?
Do pricing modes and rate ranges fit into thesuccess model?
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Typical Engagement Measures
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Exercise
Review the engagement measurementlist on the Product Planning Guide
Hand out the engagement activity list,
1 per team. They have 10 minutes to
come up with what products they
would use to activate each of the 4
engagements and why they would use
that product. Have them flip chart out their responses
Have the group share their results (5 10minutes)
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Questions/Group Discussion
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Media Research & Planning
Session 2, 10:30-11:15
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Media Planning & Research
Lesson Objectives
a) Learn what are the businessmust haves to reach
consumers.b) Understand what kind ofbusiness and consumerinsights are helpful in planningan advertising campaign.
c) Learn and receive researchtools that are helpful inidentifying business strengthsand weaknesses.
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Who is the audience?Who is the audience?
Where is the audience?Where is the audience?
How do you reach this audience?How do you reach this audience?
Media Research & Media Buying
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Digital Media Attributes for Consumers
Engaging and Interactive
Cross-platform Expectation, Living a
Multi-Screen Life
Greater Option forContextual
Relevance
Presumed Immediacy of Information
New Forms ofEntertainment
Degree ofControl OverExperiences
Facilitates Discover, Sharing, Overall
Socialization
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Digital Media Attributes for Marketers
Enables ConsumerEngagement
Provides Relevant Media Environments
Immediacy ofData and Key Learning
Communicational and Transactional
Ability to Connect and Deepen ConsumerRelationships
All 4 Ps of Marketing + 5th P
Product
Price
Place/Distribution
Promotion
+Participation
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Group Discussion
Example:
telephonenumber, email
address
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Research Tools
Helpful places to find greatinformation:Subscription Tools:
eMarketerComScoreKantar, TMS
Their site, the competition: Product,Price, OfferSocial media: Facebook, Twitter,Yelp, LinkedIn, YextAlerts: Google, YahooFree tools regarding their website:
Website GraderCompete.comQuantcastGoogle Ad Planner
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Business Insights
Business Analysis Competitive Analysis
Market Share
Pricing
Digital Visibility
Page Rank of Website, traffic, audience
Local Search Results Organic, Maps, Paid (Google, Yahoo, Bing)
Mobile visibility, optimized website rendering across many
platforms
Facebook Twitter Yelp Foursquare
Content Presence blogs, videos, press releases
Declining | Growing areas of the business
Pain Points | Needs
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Consumer Insights
Who buys/uses the
product?
What media are your
customers using? (media
touch-points) Where are they going
online/offline where
advertising could follow &
engage them? What social groups are
they engaged with?
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Exercise
Handout the UT Ad PlannerWorksheet.Select one person from each group to come up and take a card witha particular type of business on it.They will be the business owner. When they return to their groupsthey will role play and group members will take turns asking the needs
analysis questions to the business owner.Once the groups have completed the worksheet the group willsummarize the following on a flip chart:
1. The needs of the business (as determined by the questionsasked).
2. The agreed upon advertising objectives and measurement
3. Have each group summarize their findings to the entire group.
Needs Analysis-Determining Advertising Objectives
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Questions/Group Discussion
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Channel Planning
Session 3, 11:15-12:00
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Lesson Objectives:
Lesson Objectives
a) How the consumer digitalaptitude has evolved.
b) Understand branding mediachannels versus directresponse channels inselecting media channels toreach campaign goals and
objectives.c) Understand how digital is
different than other advertisingmediums.
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Digital Aptitude is Changing
Internet is Everywhere We No Longer log
on We Live in the
Internet
Digital aptitude will be
the entry level
assumption to succeed
with todays consumer
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Channel Planning
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Exercise
Each group will have a ChannelPlanning Chart with sales funnel and
Channels listed
P
ut a post it note in the columns androws you feel would be a primary
objective of that media channel
Put a post in note (different color) in
the rows you feel would be a
secondary objective of that media
channel
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Lets Review yourResults
Each group will
share one or twochannels and the
primary and
secondary effects
the channel mighthave in the sales
funnel
Group Discussion
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Channel Planning
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Degree ofConsumer Control
Increased Contextual Relevancy
Data and Technology Driven
Immediacy of Data
Communicational and Transactional
All 4 Ps of Marketing + 5th P
Product
Price
Place/Distribution
Promotion
+Participation
How Digital is a Very Different Medium
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Questions/Group Discussion
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Media /Audience Buying
Session 4, 12:00-12:45
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Lesson Objectives:
Lesson Objectives
a) Understand our targetingoptions to find the rightaudience and get the bestresults for the advertiser.
b) Understand how to selectaudience options based on
previous research, planningand client needs analysis.
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Audience Buying
Who is the audience?
Where is the audience?
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Demographic portion of the population
Ethnicity, gender, age, income, education, sexual orientation, religion,
occupation, personality traits, value and attitude differences, differences
in skills and abilities, household type, marital status
Targeting Choices
Contextual /Network/
Domain ads served
based on content auser is engaging with
Behavioral ads served
based on a users
behavior such as
searches and orbrowsing history
Geographic ads served
based on a users
geographical location
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Targeting ChoicesKeyword ads served based on
keywords entered by the user orkeywords
ChannelPrint/Audio/Video/Event(sensory channels)
Day-Part serving ads at certaintimes of the day, week orseasonally
Technographic targeting based on the technology a consumeruses to access the internet, browser, PC vs. Mac, etc.
Coming:
Retargeting allows advertisers to reposition ads in front of aconsumer on sites other than their own in the future in aneffort to get the consumer to return to their site and continuethe relationship
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Media Selling Vs. Audience Selling
Media Selling
Surrounding EditorialEnvironment
Role of relevant contentand contextualplacements User connections to andinteractions/engagement
with environmentAudience Demographics
Associated with Media Branding Dominates
Audience Selling
Finding/Targeting theAudience Outside theContent/ContexutalEnvironment
Capturing/using dataand applying analytics
Audience Behavior is
Key to Performance Predictor of desire
Requires Optimization
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Audience Science
Serving the most
relevant ads to
the rightaudience at the
right time for less
waste and betterresults.
Source:
http://www.audiencetargeting.com/
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ExercisePass out an Advertiser-Product Card to each group. Each group
selects 2 matching audiences/media products based on Advertiserinformation and describe how you would target each audience:
Targeting Answer the following questions: Why?
Demographic What Demo would you target?
Contextual/Domain What Site Sections would you target?
Behavioral What Behavioral categories would you target (select 3)
Geographic What Geographic area
Keyword What Search Keywords would you select if this was a PPC campaign?
Channel What print/audio/video/events would you choose?
Day-Part What days of the week or weeks of the month would you select?
Technographic Would you choose a type of computer or browser?
Demographic portion of the populationEthnicity, gender, age, income, education, sexual orientation, religion, occupation,personality traits, value and attitude differences, differences in skills and abilities, householdtype, marital status
Contextual /Network/Domain ads served based on content a user is engaging withBehavioral ads served based on a users behavior such as searches and or browsing historyGeographic ads served based on a users geographical locationKeyword ads served based on keywords entered by the user or keywordsChannel Print/Audio/Video/Event (sensory channels)Day-Part serving ads at certain times of the day, week or seasonallyTechnographic targeting based on the technology a consumer uses to access the internet,
browser, PC vs. Mac, etc.
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Questions/Group Discussion
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Creative Development
Session 5, 1:45-3:15
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Lesson Objectives:
Lesson Objectives
a)Understand what impactscampaign outcomes andperformance.
b) Learn why landing pages areimportant and tips formaximizing conversions.
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Engagement Outcome Review
Website VisitEmail Open
ViewView ThruClickImpressionCommentRatingReviewFacebook LikeTwitter Follower
Newsletter Sign-UpAudio ListenVideo ViewIncrease Ranking/VisibilityMobile TapEntry contest, sweepstakesLead Capture FormPhone CallShareBuild Email Database
Maps/DirectionsEmbedsCopyPrintTime spentShare of Voice
Posts to blog or discussion boardSeek additional informationDownloadInvolvement with ad (mouse over, etc.)Forward to a friendProvide feedback or suggestionReferralsPage ViewsQR Code Interaction
Dealer VisitPurchaseCoupon redemption/downloadTake a Survey
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Creative Development
Participatory Ad Units drive engagement activities andwork to achieve campaign objectives
What impacts engagement?
Good Creative
Rich Media Higher CTRs with Rich Media
Flash, Video Ads, Interactivity Multiple creative executions
Avoid Banner Burn-Out by running multiple creative, ad sizes
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Creative Development
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How Many Creatives Required/Campaign?
Consideration Message/Offer
Length ofCampaign
Multiple Targets | Sites |Media Channels
Frequency
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What Impacts Click-Through Rates (CTR)
Call-to-Action Higher CTRs with
Specific or
highlighted call-to-
action
Use of multiplecall-to-actions
Use specific call-to-
action, not just ClickHere
Download/Buy/Order
/Book/Apply Now
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What Impacts Click-Through Rates (CTR)
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What Impacts Click-Through Rates (CTR)
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What Impacts Click-Through Rates (CTR)
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What Impacts Engagement Rates CTRs
Messaging /Offer
Offers impact
CTR andconversions
Certain words(ie., free) will
get higher CTRs
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What Impacts Engagement Rates CTRs
Messaging /Offer
Broader offersget higher CTRs,
but lower
conversion rates Messages/offers
for specific
products with
benefits mayhave lower CTRs
but higher
conversions
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What Impacts Engagement Rates CTRs
M
essaging /Offer Messages/offersfor specificproducts withbenefits mayhave lower CTRsbut higherconversions
Differentmessaging/offersfor differentstages of thepurchase process
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What Impacts Engagement Rates CTRs
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What Impacts Engagement Rates CTRs
Messaging /Offer
Differentmessaging/offers
for differentstages of the
purchase process
h l k h h
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Targeting Higher CTRs when messages
are targeted versus run-of-
site (ROS)
Different creative needed fortargeted segments
What Impacts Click-Through (CTR)
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6Tips For Building a Smarter Ad
ld d
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6Tips For Building a Smarter Ad
6 i ildi S Ad
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6Tips For Building a Smarter Ad
Wh t I t Cli k Th h R t
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What Impacts Click-Through Rates
Placement Ads above the fold get higher CTRs
Ads on home pages get lower CTRs
Use home page for exposure (branding objectives)
Ads in targeted, opt-in newsletters get higher CTRs
h Cli k h h (C )
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Ad Size
Larger Ads get higher CTRs
High Impact Ads get higher CTRs
Video Ads get higher CTRs
What Impacts Click-Through Rates (CTR)
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Frequency
Frequency
Point ofDiminishing Returns
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Frequency
C ti D l t
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Creative Development
Advertising Creative
The magnetic connection between business needsand consumer awareness, engagement and recall.
L di P
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Landing Pages
Where the
A
ction Happens! Redirects from Clicks
Conversions on Landing Pages Higher than onWebsite Home Page
Follow Best Practices Maintain Creative Consistency Repeat Offer and State Benefits Limit # of clicks to complete Graphics Placement Keep Top Left Limit info collected Placement of form Limit non-converting links & options
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Exercise Hand out advertiser needs analysis scenarios.
Groups are to plan an ad campaign to deliver the desiredadvertiser objectives.
Each Group determines:
1. Media Channels (display, email, deals, contests, mobile,
video, audio, events)
2. Audience Targeting
3. Design 2 Ads with Landing Pages for 2 of the Media
Channels youve selected
4. Share with the group your ad campaign along with a story
board of the creative to achieve the objectives listed on the
advertiser scenario.
Creative Considerations:Theme/Colors/Photos
Call to Action
Branding vs. Direct Response
Engagement Activities
Unique Fresh Ideas to achieve desired results
/
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Questions/Group Discussion
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Tracking & Measurement
Session 6, 3:15-3:45
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L Obj ti
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Lesson Objectives:
Lesson Objectives
a)Become familiar with display,email, video and searchreporting.
b)Understand what conversionsare, how to calculate them andwhy theyre important.
c)Learn the secret to campaignsuccess through controlling thedata using UT landing pages.
Tracking and Measurement
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Tracking and Measurement
How are consumers interacting and engaging with the advertising Identify areas of engagement, original baseline measurement & track
progress
Engagement mapping
Audience Behavior
What Happens After the Click
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What Happens After the Click
Post Impression Performance
More people will visit the site
Increased click streams
Online conversions
More SearchP
erformance Increased CTRs on search ads
Increased search impressions
Increased inbound traffic from organic/natural listings
Offline Activity Increased coupon redemption
Increased store traffic
More inbound traffic - phone calls, emails
Basic Digital Measures
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Basic Digital Measures
Audience Measures
Unique Visitors
Page Views
Sessions/visits
Composition
Time spent/session length
Duplication
ReferralActivity
MarketingMeasures
Reach
CPA, CPC
Frequency
Conversions
CTRs
Ad Delivery Reports
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Ad Delivery Reports
Order NameOrderStatus Placement Name
PlacementAd Size
Impressio
ns Booked- Lifetime
ImpressionsDelivered Clicks CTR %
Totals 948,980 1,272 0.13
McMillin VIP Jan 2012 Complete ROS Shoppers BTReal Estate 300x250 300x250 61,875 61,563 81 0.13
McMillin VIP Jan 2012 Complete Real Estate 728x90 #1 728x90 0 26,021 49 0.19
McMillin VIP Jan 2012 Complete ROS Engagers BTReal Estate 300x250 300x250 61,875 61,768 108 0.17
McMillin VIP Jan 2012 Complete Real Estate 300x100 300x100 0 88,752 57 0.06
McMillin VIP Jan 2012 Complete Real Estate 300x250 #1 300x250 0 27,105 90 0.33
McMillin VIP Jan 2012 Complete ROS 300x100 (90% of total impressions) 300x100 111,375 111,249 23 0.02
McMillin VIP Jan 2012 Complete ROS 300x250 (90% of total impressions) 300x250 167,063 167,026 212 0.13
McMillin VIP Jan 2012 Complete ROS 728x90 (90% of total impressions) 728x90 167,063 166,975 50 0.03
McMillin VIP Jan 2012 Complete MobileROS 300x50 300x50 41,250 41,156 92 0.22
McMillin VIP Jan 2012 Complete ROS 300x600 (90% of total impressions) 300x250 12,853 13,444 35 0.26
McMillin VIP Jan 2012 Complete Real Estate 300x250 #2 300x250 0 25,370 24 0.09
McMillin VIP Jan 2012 Complete Real Estate 728x90 #2 728x90 0 3,816 0 0
McMillin VIP Jan 2012 Complete ROS 300x600 V2 (90% of total impressions) 300x250 155,495 154,735 451 0.29
Mixpo Video Reports
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Mixpo Video Reports
Email Campaign Reports
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Email Campaign Reports
Overall Stats
Search Reporting PPC Website SEO
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Search Reporting PPC, Website, SEO
PPC, Website, SEO, Local Organic
Focus on Conversions
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Focus on Conversions
Conversion A measurable or desired activity
usually after the click
Fill in a lead form, phone call, email, newslettersign-up, facebook like, retweet, video play, print
coupon, sms text message
Conversion rates are percentages calculated
by dividing the number of conversions by the
number of clicks, times 100
200200 2,000 = .1 x 100 = 10% conversion2,000 = .1 x 100 = 10% conversion
How to Get High Conversions
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How to Get High Conversions
A high conversion rate depends on several factors, all of which must
be satisfactory to yield the desired results -- the interest level of thevisitor, the attractiveness of the offer, and the ease of the process.
The interest level of the visitor is maximized by matching the rightvisitor, the right place, and the right time.
The attractiveness of the offer includes the value proposition andThe attractiveness of the offer includes the value proposition andhow well it is presented. It is worth noting that small, impulse itemshow well it is presented. It is worth noting that small, impulse itemstypically have a higher conversion rate than large, shopping items.typically have a higher conversion rate than large, shopping items.
The visitor's ease of completing the desired action is dependent on
site usability which includes intuitive navigation and fast loadingpages.
Conversion Focus Campaign Example
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Solution
An online advertising campaign that includesthe following elements was created:1. An engaging online ad that has a call to
action with a click through to a landing
page to learn more.
2. An optimized landing page that had asingular goal of converting qualified visitors tomembers of the new Web site. The landingpage incorporated the following best
practices:
An effective headline
Compelling and clear call-to-action
Well-articulated benefits
Content that helps build trust
Conversion Focus Campaign Example
Effective Headline
ClearCall To Action Easy Form
Trust
Campaign Insurance
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Campaign InsuranceThe #1 way to insure campaign success and
measure engagement and activity is to include anoptimized and mobile friendly landing page withbaked in Google Analytics that reports on: Page Views Unique Visitors Phone Call recording & tracking Data Capture Form emails Search Results (top organic keywords, paid keywords if
client has PPC campaign,
Bounce Rate
**Only $125/month and includes Keyword Optimized Domain Name
Exercise
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Exercise
Tightly Knit Group
Share your Yarn with the group.
Questions/Group Discussion
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Questions/Group Discussion
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Analytics & Optimization
Session 7, 3:45-4:15
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Lesson Objectives:
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Lesson Objectives:
Lesson Objectives
a)How to use the Return On AdSpend Calculator.
b)Explain campaign engagementin a meaningful way.
c)Understand multiple ad
attribution its not just the lasttouch-point.
Analytics & Optimization
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Analytics & Optimization
Post and Ongoing Campaign Analysis
Satisfaction Repeat Orders
Optimization Means Increasing
Relevance & EffectivenessChannel Evaluation What channels - performed
the best and why?
Media Evaluation What audiences and
targeting performed the best and why?Creative Evaluation What creative and calls to
action performed the best and why?
Media Math
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Media Math
What the Numbers Mean
CPMs Cost per Thousand Impressions
CPC Cost per Click
Impressions Ads Served or Ads Delivered to aPage
ROAS Return on Ad Spend
Leads/revenue derived from media expenditures
Media Math Click-Throughs (CTR) & Conversion Rates
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g ( )
Click Through Rate (CTR) CTR = (Clicks/Impressions) x 100
(1,000/200,000) x 100 = .5% CTR (1,000/200,000) = .005 = .5% CTR
(100/200,000) = .0005 = .05%CTR
Conversion Rates* Conversion Rates = (Conversion/Clicks) x 100
*Next measureable activity after the click
Conversion data from client (200/1,000) x 100 = 20%
Data capture forms, newsletter signups, facebook likes, videoviews, sharing, download, print, coupon, in store visit, phonecall, comment
ROAS Calculator : www.UTCentral.Blogspot.com
Knowledge = Results
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Knowledge Results
Scenario #1 Leaderboard AdROS BannersScenario #2 MonsterAd
Scenario #1ROS Banners
Scenario #2BT Banners(most likely will have ahigher conversion % andCTRs
Good Campaign Planningand Back End Optimization
Targeting
Ad Size
Return On Ad Spend (ROAS)
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SameAd Budget
Medium Rectangle vs.MonsterAd
CTR difference between
MR & MonsterAd
Assumed higher conversionswith MonsterAd
BigDifference!
Assumptions
MoreC
onversionsLowerCost/Conversion
Return On Ad Spend (ROAS)
Make the Numbers Meaningful
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Make the Numbers Meaningful
"A
single death is a tragedy; a million deaths isa statistic. Joseph Stalin
Sell With a Focus on Outcomes
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Sell With a Focus on Outcomes
o Outcomes What Needs to Happen
Changes in business
Measurable results
o Dont Sell Features
Sometimes we are Feature Creatures
Features invite objections
o Turn Features into Advantages and Benefits
Features: Page views, unique visitors, time spent
o
Explain each campaign engagement in a meaningfu
l wayshowing how the recipient of their advertising leaned in to
voluntarily engage with the business either immediately or over
time with reach and frequency of the campaign
Media Attribution
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Media Attribution
Search + Display =Increased Effectiveness
Key Concepts
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y p
Search + Display Impact Offline Sales
The number of people reached by display ads ismuch higher than search
Even though sales lift among those exposed to a
search ad is higher, the total dollar sales gainedfrom display ads is larger than search
Key Concepts
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Multiple Attribution =CountALL Points ofContact
Search is typically last touch-point but gets all the credit
Exercise
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Post Campaign Possible Objections
Have each team list 4 objections on aflip chart page they may hear when
going over the campaign reports.
Questions/Group Discussion
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Q / p