The power of digital: winning loyalty, gaining trustMike Teasdale, Planning Director

Harvest by numbers

1440

£13+

7th4th

3rd

Years old

Digital specialists

Million billings

Ranked media agency by

billings

Ranked elite media agency

category

Ranked by client

satisfaction

Drum Digital Survey 2015

Accreditations and partnerships

• Google Partner

• Bing Ads Accredited Professional

• Google Analytics Certified Partner

• Google Tag Manager Certified Partner

• Marin Certified Specialist

• Adobe Solutions Partner

Digital = complicated

• 1 keyword • x 4 match types • x 3 creative variants• x 4 ad rotation options• x 6 site links• x 4 core ad extensions • x 6 bidding strategies• x 2 delivery options

Imagine The Simplest Possible PPC Campaign

1 keyword = 13,824 optionsAnd that’s not all…+ max bid + negative keywords + landing page + day-parting + budget allocation

Imagine The Simplest Possible PPC Campaign

TrustRelevance

Efficiency

What does success look like?

“How nice of them to think of me.”

Drayton Bird

The user journey is at the heart of all we do

User experience is a thread across all digital marketing

Search results page

Landing page RemarketingWeb

journey

Conventional UX

Harvest holistic UX

…and successful marketing is all about the user experience

Search results page

Landing page

Website

Remarketing

Are your most relevant pages prominent?Is the title and page description accurate?

Google tests for page usability as part of the quality score calculation

On-site customer journeys need to be clearly signposted and relevant

Display can be used alongside email to deliver highly relevant messages to customers and prospects

Holistic UX means

focusing on the entire customer

journey, on and off your

website

• “You can improve your landing page experience by:

– providing relevant, useful and original content,– promoting transparency and fostering trustworthiness on your site (for example,

by explaining your products or services before asking visitors to fill in forms sharing their own information),

– making it easy for customers to navigate your site (including on mobile sites), and– encouraging customers to spend time on your site (for example, by making sure

that your page loads quickly so people who click your ad don’t give up and leave your site prematurely).”

Google’s guidance for landing pages is basically UX best practise

Source: https://support.google.com/adwords/answer/2404197?hl=en-GB

Usability is not an optional extra

Relevance means…

Right message, right person, right channel, right device, right time

Start with the message, not the medium

Awareness Preference

Could never buy

Consideration

1. EXCLUDEEliminate people who could never buy from our paid advertising – i.e. too young, fraudulent behaviour, wrong location, poor credit, previously rejected

2. ENGAGEUse a common targeting and remarketing platform across all channels to eliminate bidding conflicts.

Continually test and learn using lean principles.

3. EXPLOITClear customer journeys from search to landing page to purchase, dominate brand search on PPC and SEO, defend search landscape from competitor bidding. Track incremental benefits

Match the message to customer segments

• James had a pension with a previous job, but since he left he hasn’t really thought about his pension planning.

• By interacting with a banner he realises that his pension pot is too small and he is falling behind most people.

• He then clicks on one of our follow up messages to arrange a free audit.

Create a narrative arc that will engage the customer

James SimpsonTravel Manager

Remarketing example - prospecting

Pensions example - prospecting

Remarketing

Remarketing

Banner interactions delivers some useful segmentation

Age

Size of pension pot

Interest in retirement planning

My pension pot is above average, OR

My pension pot is below average

PPC generics

Video remarketing

Site specific

Lookalikemodelling

Categories & keywords

Search remarketing

Website remarketing

Behavioural analytics

AWARENESS

CONSIDERATION

PREFERENCE

PURCHASE /CONVERSION

Nativeadvertising

Where channels drop across the customer journey

Drive engagement Drive site visits Drive conversions

Paid social

PPC brand

PPC competitors

Content amplification

Remarketing starts with capturing ALL customer interactions

Visits to your websiteInteraction on social mediaEngagement with advertising

Non-bounce visits

Video views

Banner interactions

Interest in specific categories

Browse not bought

Likes, favourites

Retweets, shares

Follows, fans

Forwarded links by email

Native advertising views

Remarketing does not have to mean display

Remarketing can now happen almost everywhere – not just on display.

Driving value from remarketing is highly complex, involving:

• Bidding strategy (what is this impression worth to us)

• Frequency

• Timing

• Context (which channel will have most impact)

• Messaging

Google search

(RLSA)

Video pre-roll

Facebook Exchange

Twitter remarketing

Displayadvertising

Google Display Network

Stay relevant, keep testing

Ideas

CodeData

Build

Measure

Learn Create faster

Cross-functional teamsIncremental deploymentContinuous optimisation

Publisher partnershipsHTML5 template bannersJavaScript-powered MVT

A/B testingSmoke test

Learn faster

Use PPC to test messagingTest content via content amplificationLanding page testsCustomer interviewsPersonasCompetitor behaviourFusion tablesGoogle CorrelatePredictive analysis  

Measure faster

Metrics tied to business goals Social listening dataSearch trends dataAPI-powered dashboardsReal-time alertsContainer tag deployment

Event-level trackingTest against PPC traffic

Heat map analysisFunnel analysisCohort analysis

Minimise total timethrough the loop

Super-fast optimisation

Compare apples with apples

Funnel position Category Media Segment

Consideration Search remarketing Google RLSA Browse not bought

Consideration Search remarketing Google RLSA Generic search

Consideration Search remarketing Bing Remarketing Generic terms

Consideration Search remarketing Captify Brand terms

Consideration Search remarketing Captify Generic terms

Consideration Search remarketing Magnetic Generic terms

• What does success look like?• Examine and improve landing page experiences• Make sure your remarketing is relevant to the target audience• Integrate all channels – Remarketing doesn’t just stop at display• Keep testing!

In Summary

Thank youFor more information please contact Harvest on0207 479 7500 or email workwithus@harvestdigital.com