An introductory look into SEM and Display marketing and how they can fit into your digital marketing strategy.

1. Search Engine Marketing, Digital & Social
Advertising
Aaron Levy Justin Freid

2. Agenda
• Who are you two?
• Why do Google and Facebook have
so much money?
• Why do banner ads still exist?
• How do I develop & optimize a digital
ad campaign?
• Why should a company use SEM and
display marketing?

3. Aaron Levy (@bigalittlea)
• VU Class of ’08 (Marketing & MIS)
• 2 ½ years at SEER Interactive
• 5 years in digital marketing on both
agency & brand side
• AdWords & AdCenter Certified
• Managed clients in social, fashion,
travel, education, adoption & more
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4. SEER Interactive (@seerinteractive)
• Founded in Wil’s apartment in ’02, now
in a 19th Century NoLibs church
• SEO, PPC & analytics
• ~50 employees & growing
• Strong community focus
• 4 years in the Philly 100
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5. Justin Fried (@ justin_freid)
• University of Scranton – BS - 2007
• Philadelphia University – MBA - 2010
• Media Director at TPG Direct
• AdWords & AdCenter Certified
• Clients:
– 21st Century Insurance
– Blue Cross Blue Shield
– Rosetta Stone
– GE
– PepBoys
• Rapper/Lyricist
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6. TPG Direct (@TPGDirect)
• Direct Marketing Agency
• Direct Mail
• DRTV
• Social Media
• Analytics
• SEO/SEM
• Founded in 1992 by former AIG Employees
• 65+ employees
• Under the DAS division of Omnicom
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7. Target Your Customers Where They’re Looking
SEARCH ENGINE MARKETING
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8. What Is SEM?
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9. Where is SEM?
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10. SEM on your Phone
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11. The Big 3 Engines
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12. Other Engines
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13. E-Comm Stores
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14. Search Partners
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15. How Does SEM Work?
• Auction-Based “bidding” system
• Bid x Quality score = Ad Rank
• Only pay enough to beat the next guy
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16. Quality Score Factors
• Click through rate
• Landing page quality
• Relevance
– Keyword-to-ad in the group, keyword-to-query
• Relative performance vs. competition
– Based on geo, time of day, category
• “Other Relevance Factors”
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17. SEM - Organize
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18. SEM - Account Development
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19. SEM – Keyword Match Types
Broad: formal shoes
Also matches: formal footwear, evening footwear, mens dress
wingtips, classy pumps
Modified Broad: formal +shoes
Also matches: evening shoes, black dress shoes
Modified Broad: +formal +shoes
Also matches: frmal shoes, formal evening shoes
Phrase: “formal shoe”
Also matches: black formal shoes, formal
shoes for women
Exact: [formal shoes]
Matches: formal shoes
In each ring, the keyword shown also matches the searches inside smaller rings
*Source – support.google.com
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20. SEM - Account Development
• Pick keywords & match types that make sense
and that you can afford
• Don’t just guess – let Google’s free tools do
the work for you
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21. SEM – Ad Copy
• 25 Character Headline, 70 Character
Description
• Write ad copy that is good and doesn’t ramble
and isn’t superfluous or use big words or
confuse the user and is definitely relevant.
Make sure the copy screams by using an
exclamation point!
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22. SEM – Ad Copy
• Include the major keyword in copy.
• Include key value propositions
– Why should I buy from you?
• Have a strong, clear cut call to action
– What am I supposed to do when I get to the site?
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23. Making Your Life A Lot Easier
TOOLS
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24. Free Tools
• Google
– Keyword Tool
– Traffic Estimator
– Trends
– Insights
– Instant
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25. Competitive Research
• SEM Rush/Spyfu
– How can these tools help?
• Provide insight into what your competitors are doing
– What ad text are they using most frequently?
– What keywords are they bidding on?
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26. Management Tools
• Paid Management Tools –
– Marin, Acqusio, Kenshoo
– Why agencies use these tools
– Benefits of these tools over engine interface
• Manage multiple accounts in one interface
• Advanced bid management
• Easier bulk editing
• Advanced reporting
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27. First Touch And Remarketing
DISPLAY ADVERTISING
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28. Display Advertising
• What is display? Where do you see it?
• Who offers display?
– Direct to network
– Ad network
– DSP
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29. Display Advertising
• How is display bought?
• CPM – Cost Per Thousand Impressions
• CPC – Cost Per Click
• CPA – Cost Per Acquisition
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30. Display Advertising
• Direct To Network
– Advertisers can work directly with networks
• ESPN, FOX, CNN etc..
• Advantages:
– No mark up by middle man
– Premium placements and additional ad formats
• Disadvantages
– No RTB
– Limited reach
– Limited target capabilities
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31. Display Advertising
• Ad Networks –
– Advertisers can work with networks who partner with
multiple web properties
• AOL, Quantcast, Specific Media
– Advantages
• Wider reach
• Advanced targeting
• Account support
– Disadvantages
• Limited RTB
• Limited capabilities of management interface
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32. Display Advertising
• DSP – Demand Side Platform
– DSP are changing the way display is bought
– RTB – Real Time Bidding (Adwords for Display)
• Advantages
– Advanced targeting
– Advanced bidding
– Large reach
• Disadvantages
– Minimum budget requirements
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33. Premium Placements
• What is a premium placement
• Where can these buys occur?
– MSN
– Yahoo
– Youtube
– ESPN
• What affect do they have?
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34. Display - YouTube
• How can display help boost video
advertising?
– Companion ads = more real estate
– Interact with engaged consumers
• Premium Placements
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35. Display Targeting Capabilities
• Contextual
• Topic
• Demographic
• Behavioral
• Look-a-like
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36. Retargeting
• Retargeting allows you to continue to advertise
to site visitors who did not convert
– Influence purchase decisions
– Move customer through the purchase cycle
– Life Time Value – Upsell current customers
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37. Retargeting
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38. Influencing friends & reaching demographics
SOCIAL ADVERTISING
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39. Facebook
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40. Facebook Sponsored Stories
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41. LinkedIn Ads
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42. Pick Your Mix
• Define your audience
• Allocate your budget and time to best reach
said audience
• Make sure the channel and budget fits the
goal
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43. Improve Performance
OPTIMIZATION
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44. IT’S ALL ABOUT THE BOTTOM LINE 44

45. Account Optimization
• It’s all about the bottom line
– Metrics such as impressions, clicks and conversions only
matter if the program is profitable
– Your business model should affect how you manage
your paid search and display campaigns
– Your advertising efforts should link directly with your
sales
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46. YOU NEED DATA TO MAKE DECISIONS
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47. Ad Text Optimization
• Ad text testing
– Frequently rotating in new ad text variations to test
different CTA’s
– Review metrics such as CTR, Conversion Rate and Quality
Score
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48. Ad Extensions
• Phone Number Extensions
– Enables advertiser to display phone number in ad
– If on mobile device or searcher has program such as skype, user can
use click to call function
• How can this help a business?
– Takes up more real estate on SERP
– Directs user to your business phone
– Use of local area code
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49. Ad Extensions
• Sitelinks
– Great option for businesses with multiple locations
• One sitelink per location
– Great options for businesses with multiple products
• One sitelink per product category
– Promote offers and sales
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50. Ad Extensions
• Location Extension
– Enables an advertiser to display a specific location
– Can be paired with a Google Places account
• How can it help?
– Takes up more real estate on SERP’s
– Allows users to utilize ‘get directions’ link
– Reinforces that you are a local business
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51. Keyword Optimization
• Each keyword needs • Important metrics
attention – CPC
• Intent: – Conversion Rate
– Compare insurance vs. – Cost Per Conversion
buy insurance – Top vs. Side Performance
– Which is better for your • Not all metrics are in Adwords
business? – Margin
• Match Type Matters – LTV
– Attribution
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52. Account Structure Optimization
• Account structure can be influenced by industry
– By product
– By Theme
• Provide best experience to searcher
– They’re called ad groups for a reason
Search Landing
Text Ad
Query Page
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53. Case Study
21ST CENTURY INSURANCE
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54. 21st Paid Search Study
• TPG teamed with 21st Century to manage their paid
search acquisition efforts
GOALS:
• Increase policy production
• Streamline and improve conversion process
• Grow unbranded search volume
• Decrease cost per quote and cost
per policy costs
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55. 21st Paid Search Study
In order to meet 21st’s goals, TPG:
• Created more granular account structure to show relevant ads to each search
query
• Added negative keywords to prevent ads from showing against irrelevant search
queries
• Expanded keyword targeting to encompass entire purchase cycle
Research
Ready to buy
– Began aggressively testing ad copy variations
– Began testing landing page variations through A/B testing
– Utilized ClickEquations bid management platform to assist in bid optimization
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56. 21st Paid Search Study - Results
TPG’s efforts resulted in
– Over a 500% increase in policy production
– Over a 250% decrease in cost per policy
Cost Per Policy
Policies
Nov-10
Jan-10
Mar-10
Sep-10
Feb-10
May-10
Jun-10
Apr-10
Jul-10
Aug-10
Dec-10
Oct-10
Policies Cost Per Policy
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57. Case Study
DREXEL E-LEARNING
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58. 58

59. 59

60. Perception, not so good
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61. Profitability – Very good
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62. Hurdles
• Poor industry perception
• Long decision cycle
• Increasing competition from generic schools
• High margins = competition from name
schools
• Strong regional brand perception, limited
national recognition
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63. Strategies
• Course, degree & industry specific themes
• Geo-focused bidding strategy
• Landing pages with REAL people & REAL
benefits
• Nurturing ad copy with value propositions
• Social advertising: reach people before they
started looking
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64. Tactics
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65. Results
• SEER client for over 5 years (they like us!)
• 196% lift in app starts, 10% drop in CPA
App
Starts
CPA
Goal
Cost Per
App Start
2007 2008 2009 2010 2011
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66. Social Media Case Study
FLORIDA BLUE – BLUE CROSS BLUE SHIELD
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67. Florida Blue – Social Media
On April 2nd, Blue Cross Blue Shield of Florida would be transitioning their
brand to ‘Florida Blue’. TPG was tasked with promoting the brand transition
through digital channels.
GOALS:
• Alert Floridians of the brand transition and inform them of the changes the business was
making
• Increase overall reach of Florida Blue through Twitter, Facebook and other channels
• Drive users to content that was ‘shareable’ and would cause users to return frequently.
• Develop brand advocates and champions
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68. Florida Blue Social Strategy
Develop content on Florida Blue’s website and blog that is promotion worthy
Promote content through social media channels both organically and
through paid media
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69. Twitter Results
 The @BCBSFLORIDA Twitter account has seen a spike in activity since
the launch of the brand initiative on 4/2.
 As you can see by above graph, the account has seen a significant
increase in mentions as well as followers, 781 new followers since
3/30!
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70. Twitter Results
 The most productive tweet since 4/2 was a promoted tweet that was
promoted on 4/3. This tweet reached 12x the normal audience of
the twitter account.
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71. Twitter Results
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72. Twitter Results
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73. Case Study
21ST CENTURY INSURANCE
LANDING PAGE OPTIMIZATION
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74. Landing Page Optimization
In order to fully optimize acquisition efforts,
21st’s media landing page needed to be optimized
GOALS:
Increase conversion rate of site visitors
Decrease drop off of visitors who reach landing page
Encourage site visitors to begin the conversion path
• Current landing page had been used for 3 years and captured all paid media
traffic
Little or no learnings were available
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75. Landing Page Optimization
• TPG worked with our in house creative team to create
5 landing page concepts
– A/B testing was launched to determine the best creative format
– A second phase was launched that focused on multiple variables such
as font, logo position, action, color and cues.
• Utilized Optimost testing software
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76. Landing Page Optimization
• Phase I of test: 16.54%
increase in click-through rate
• Phase II of test: 6.46%
increase in click-through rate
• Lead to overall decrease in cost per policy
and a jump in total policy production
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77. Pass The Ball
• Take Aways
– SEM and Display play pivotal roles in the sales process
– Proper management and set up are key to running a
successful campaign
– It’s all about the bottom line
• How Does This Fit Into Next Week?
– Analytics help marketers understand:
• What advertisements are working
• What keywords are profitable
• Understand how marketing channels work together to
convert potential customers
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78. Q&A + ‘Networking’
• Open forum for Q&A
• Networking for students & instructors
• TPG is looking for interns.
– Email your resume to jfreid@tpgphl.com
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