Avalaunch Media Double Diamond Digital Series March 2019

Elevating Performance
with Experimentation
& Optimization
DOUBLE
DIGITAL
DIAMOND
SERIES
+

A V A
L U
N C H
MEDIA
AVALAUNCH MEDIA

EXPERIMENTATION
is the Focus of Today

Companies Running
Experimentation Programs
THE POWER OF EXPERIMENTATION
To Drive Growth Is Clear
Source: Optimizely
Fortune 1000
+756%
+56%
201720162015201420132012

STRUCTURED APPROACH:
Infinity Optimization Process
Growth & Insights
EXPLOR
E
VALIDATE

CONTROL
HYPOTHESIS:
Building infographics that are styled
and catered to pop culture with
primary data will result in more
shares, downloads and backlinks.

The new style of infographics saw a
3X increase in links,
5X increase in social shares
and were posted on several
top tier publishers including
Forbes, Inc. and Huffington Post.
RESULTS

CONTROL
BEGINNING CONVERSION RATE 6.44%
When evaluating landing page
performance, our team primarily evaluates:
1. Strength of H1 tag
2. Form fill
3. Length and design of page
4. Strength of call to action
Based on this criteria, our first test focused on
adjusting the H1 tag with stronger, messaging.

CONVERSION RATE 21.21%
3.3X increase
RESULTS
VARIANT A
As additional adjustments were considered, our next
round of adjustments focused on stronger
messaging and shortening the landing page, to
drive customer attention and focus.

CONVERSION RATE 42.5%
6.6X increase
RESULTS
VARIANT B
A total percentage point increase of 36.06% from
the original 6.44%

CONTROL
Max Clicks Bidding Test
Client Goal
Decrease Cost/Conv. Of Auto Accident Leads
January 2019
Cost / Conversion $3.66K | Conversions 2

RESULTS Variant A
Max Clicks Bidding Test
Client Goal
Decrease Cost/Conv. Of Auto Accident Leads
February 2019
Cost / Conversion $225 | Conversions 19
9.5X Increase in Conversions in 26 days

WEBSITE SEARCH ENGINE
OPTIMIZATION
PAID MEDIA CONTENT
SOCIAL
MEDIA
MARKETING
AUTOMATION
BRANDING &
SALES COLLATERAL
EIGHT PILLARS
OF DIGITAL MARKETING STRATEGY
PR +
OUTREACH

Building a Business
Through Rapid-Fire
Testing: Lessons of
Experimentation
& Learnings
JOHN
DOHERTY
+
CREDO
DOUBLE DIAMOND
DIGITAL SERIES

THE FOUR PILLARS OF
BUSINESS GROWTH
John Doherty, Founder/CEO, GetCredo.com

@dohertyjf
September 28, 2015
@dohertyjf

@dohertyjf
Traffic: +1027.28%
Leads: +1816.67%
Revenue: +1291.30%
Team: 1 (now 2.5)
@dohertyjf
Credo Traffic

@dohertyjf
Timeline: 3.5 years (42 months)
Traffic growth:
@dohertyjf
Credo Traffic

@dohertyjf
All gravy, right? Easy peasy, right?Easy, right? All gravy! Just fun! Crushing it!

@dohertyjf
Building a business is bone-
crushingly hard.
Growth is hard.
But if you do it right,
you CAN succeed.

@dohertyjf
Disclaimer:
there is no one
right way to build
a company.

@dohertyjf
GROWTH.
(That’s why you’re here right?)
Today we talk

@dohertyjf
Specifically, the four pillars of growth:
PRODUCT BUSINESS
TEAM AUDIENCE

@dohertyjf
Without these four,
you are in trouble
(But you don’t have to be)
1 PRODUCT
2 BUSINESS
3 TEAM
4 AUDIENCE

The winning formula
for launch? Growth

@dohertyjf
My goal has always been to make more money from fewer customers.
When my customers are happy, I am happy.
Scaling too soon (I did this) caused heartache.
My Goal

@dohertyjf
Get to know the industry (and build an audience)
THEN
Build something (product/offer) that solves a real need that
people are willing to pay for
THEN
Test it as quickly as possible
THEN
Validate and built a team
THEN
Scale your audience
The Path to Growth

@dohertyjf
Build what they want & will pay for.

@dohertyjf
Understand who your customer is
Advertiser trying to
reach your audience Vendors
Customers paying
subscription fees

@dohertyjf
What problem are we solving?

@dohertyjf
How I started my company
“Hey (name), I have this lead
in your town that I think you
could close. Would you be
willing to pay $50 for it?”
“Yeah what’s your PayPal?”

@dohertyjf
They say they will pay for it.
Then ask them for the money upfront.
“Hey man, would you pay $50 for this intro?”
Test it like this...

@dohertyjf
Solve the questions they ask repeatedly...
You can even poll them for their direct answers on what you can solve:

@dohertyjf
Problem identified: qualified leads
I got these answers from following Jeff Walker’s Perfect Launch Formula as outlined in his book Launch.
MY CUSTOMERS LITERALLY TOLD ME WHAT TO SELL THEM.

@dohertyjf
Never forget the first rule of products though.
“If I had asked people what they wanted,
they would have said faster horses.”
— Henry Ford

@dohertyjf
You have to fund it somehow...
Bootstrap it
● Time equity to start
● Takes longer than budget equity
● Can change direction as needed
Raise VC $$
● Lots of $$ equity
● Can lead to a lot of waste
● Have a boss again
● Perpetually on the fundraising wheel
(purposefully)
● Can test things much faster
● Pivots are harder (because of more
stakeholders)
Sell another business & self-fund
● Time and $$ equity
● Very few can do this
● Lots of personal risk

@dohertyjf
We get too bogged down in how things look...

@dohertyjf
http://bit.ly/ring-register

@dohertyjf
Test it as quickly as possible to
validate the business

@dohertyjf
How I started my company
🤔 “Is this repeatable?”

@dohertyjf
Test it like this
Payments without a payment processor (Buffer did this)
Manually trigger platform notifications (I did this)
Stripe onboarded the first users manually ($5B+ company)
AirBNB’s founders took the first high quality photos themselves ($31B+ company)
Things you can do manually to test ideas:

@dohertyjf
Test it like this
Get 3–5 customers before you build anything.

@dohertyjf
“Do things that don’t scale”
— Paul Graham
Test it like this
NOTE: This doesn’t mean you can or should keep doing them. Eventually you need to make those
things scaleable. But don’t not start just because certain things are going to be a lot of work

@dohertyjf
The problem you set out to solve isn’t the
only problem you can solve, and the
model you started with isn’t the only
model that can work.

@dohertyjf
Ask yourself these questions
What business are we in right now?
What business do we *want* to be in?
Does the market support that kind of business?
Has the problem we are solving been solved by others?
(If so, can you catch them or should you change the game?)
What additional problems can we solve?

@dohertyjf
In my niche, there are all of these...
Client challenges
● No idea who to trust
● Getting what they were sold on time
● Receiving pitches from agencies that are
wildly outside their budget and scope
● No reporting or measuring of results
● No idea what metrics matter to know if
the work is effective
● Vanity metrics, not business metrics
● Consultant/freelancer/agency ghosts on
them in the middle of work
● Hiring takes forever
● Gnarly kill fees
● Unexpected late invoices
Pro challenges
● Closing enough leads to clients
● Retaining clients
● Hiring good people profitably
● Defining a niche
● Running a cashflow-positive business
● Charging rates they deserve for the value
they bring
● Spending too much time chasing bad
clients; not enough chasing good ones
● Too much time putting together
proposals that are then ghosted on

@dohertyjf
Keep testing my friends...

@dohertyjf
Keep expanding your value

@dohertyjf
Keep expanding your value
I only knew them for these two

@dohertyjf
This is a $7.8B
market cap
publicly
traded
company
pivoting away
from its
business
model.

@dohertyjf
If I’ve learned one thing, it’s that
1 Just me
2 Just me + various contractors (developers, assistants, VAs, writers)
When you find the good ones — double down!
Hired a contract developer after working with him via CodeMentor
Hired a PT assistant after she rocked the test better than anyone else
Hired a PT remote onboarding person. Fired them after 3 months
Hired and trained a PT remote onboarding person. (They quit the day I left for a NZ/AUS trip)
Met w/ my first FT employee 5 times for beers to riff on ideas and assess fit before hiring
Hired my half-time technical guy after a viral LinkedIn post led to an intro
Teams are fluid.

@dohertyjf
My advice:
Don’t hire people if tech can
solve an issue
Many softwares have built-in
integrations
Hire when tech isn’t getting the
job done
Automate first, then hire...

@dohertyjf
Figure out where your time is best spent...
Often entrepreneurs/managers hire because of a felt need that
comes out of an “I’m too busy to do that!” mentality.
What this leads to is a lot of people who hire themselves out of a
job that they:
1. Love to do
2. Are best in the world at
Really, what we need to do is hire people to do the stuff we are doing
that we are either BAD at or HATE doing

@dohertyjf
Operate in your “Zone of Genius”...
1. The zone of incompetence: You are engaging in something you inherently do
not understand or are not skilled at.
2. The zone of competence: You are doing what you are efficient at, but recognize
that many people are likewise efficient at it, thus not distinguishing your capabilities
in any significant way.
3. The zone of excellence: You are doing something you are very skilled at. Often,
the zone of excellence is cultivated — practiced and established over time.
4. The zone of genius: In this zone, you capitalize on your natural abilities which
are innate, rather than learned. In this state you get into "flow," find ceaseless
inspiration, and seem to not only come up with work that is distinguished, but also
do so in a way that excels far and beyond what anyone else is doing.
— ‘The Big Leap’ by Ray Hendricks

@dohertyjf
Aptitude: Proven experience doing what
you need;
Vision: They have the same dream for the
company as you do;
Work style: Desire to work similar
types/amount of hours;
Communication: Keep lines of
communication open.
Have the time: I have found it hard to
grow using part-time people.
Who to hire...
People are wired
differently. What you
hate may bring
someone else joy.
Hire for:

@dohertyjf
Me Me + tech +
contractors
Me + team +
contractors
My journey will be different to yours...
Me & Tech

@dohertyjf
I tracked my time every
30 minutes for a week.
This was a typical day
at that time. 14 hours
working, exhausted,
overwhelmed. Too
much to do always.
Now I work ~35h a
week on average.
Track your
time for a
week ...

@dohertyjf
(Always be) Scal(ing) your audience

@dohertyjf
It helps to start with an audience

@dohertyjf
https://www.getcredo.com/finding-success-audiencefirst-entrepreneurship-rand-fishkin/

@dohertyjf
Building an audience

@dohertyjf
This is really hard to do
Which is good, because if it was easy I’d be out of a job

@dohertyjf
Pushing with great effort, you get the flywheel to inch forward, moving almost imperceptibly at first. You keep
pushing and, after two or three hours of persistent effort, you get the flywheel to complete one entire turn.
You keep pushing, and the flywheel begins to move a bit faster, and with continued great effort, you move it
around a second rotation ...
It is also very possible.
We have to build flywheels of growth...
Picture a huge, heavy flywheel—a massive metal
disk mounted horizontally on an axle, about 30
feet in diameter, 2 feet thick, and weighing about
5,000 pounds. [Y]our task is to get the flywheel
rotating on the axle as fast and long as possible.

@dohertyjf
You're pushing no harder than during the first rotation, but the flywheel goes faster and faster.
Each turn of the flywheel builds upon work done earlier, compounding your investment of effort.
Then at some point...
Breakthrough!
The momentum of the thing kicks in your favor,
hurling the flywheel forward, turn after turn ...
whoosh! ... its own heavy weight working for you.
— Jim Collins
https://www.jimcollins.com/article_topics/articles/the-flywheel-effect.html

@dohertyjf
Credo’s Audience Growth Journey
@dohertyjf

@dohertyjf
I started with a 16k-ish Twitter following and ~4500 sessions on my
personal site — I had a personal audience.
Site was ~2.5 years old as a side-project when Freedom Day came.
How we built an audience

@dohertyjf
I’ve also... Been a guest on 35+ podcast episodes
Written 15+ guest posts
Written 300,000+ words for content
Spent ~$20k in paid media as tests
Produced ~50 podcast episodes
Sponsored 4 conferences
Attended a lot of conferences (though maybe not enough)
Bought innumerable beers for people
Spent ~$70,000 on business coaches
Wasted ~$10k on junk “leads” (failed!)
Tried cold personalized email marketing (failed!)

@dohertyjf
Referral programs
Heavy partnership push
Integrations
Acquiring other companies and sites
Hiring a PPC vendor
What we haven’t tried yet ...

@dohertyjf
1. Referrals from sites with our existing audience (Moz, SearchEngineJournal, SEMrush)
2. Consistent content to build links/drive top-of-funnel leads down funnel with content
3. Increasing our indexable pages on Credo by ~5x in July 2017
4. Reducing friction on our forms (and always testing these)
5. Recommendations from true influencers in our space
6. Investing in knowledge
7. Big content
8. Hiring good people
9. Big redesign (increased conversions 50%)
Our highest growth levers to date ...

@dohertyjf
1. “A/B testing” (you need a lot of traffic)
2. Using other lead generation services
3. Self-serve onboarding
4. Automating lead matching
5. Waiting to implement new things because something else was broken.
What didn’t move the needle ...
SPEED
ALWAYS
WINS

@dohertyjf
1. Sponsorships (were ROI positive, but tough to scale)
2. PPC/paid advertising (too early to know)
3. Offering our own consulting/services for clients looking to hire
(Note: NOT offering marketing services)
To be determined ...

@dohertyjf
Building a business is hard
Validating an idea is hard
Building a product is hard
Building a team is hard
Growing an audience is hard (I say this as a marketer!)
Let Me Leave You With This...

@dohertyjf
What got you here won’t get you there.
What worked for one person won’t work for another.
The sooner you embrace this,
the happier and more successful you will be.
Something is Always Broken
“ ”

John Doherty
Founder/CEO, GetCredo.com
Denver-based
Thank you.

Brand Activism:
How Social Good
Can Benefit Your
Brand & The World
DAVIS
SMITH
+
COTOPAXI
DOUBLE DIAMOND
DIGITAL SERIES

“One way to describe a life of service would be to
understand that for every right we claim there is a
corresponding duty, and for every privilege a
responsibility. Yet it is more: it is a heart filled with
love and gratitude, such that one feels he never
could repay the debt he owes. The only way to
free ourselves from the prison of selfishness is to
pour out our lives in love and service to great
causes and noble ideas.”
— O.C. Tanner

BENEFITS OF YOUR
COMPANY/BRAND HAVING A
SOCIAL MISSION:
● 71% of millennials put faith in brands to make
change.
● 86% of Americans expect companies do to more
than just make a profit.
● 89% are more likely to switch brands to one
associated with a good cause.
● 87% are more likely to make a purchase if they
share values with the brand.
● 92% have a more positive image of a brand that
supports a social or environmental issue.
● 70% of consumers believe companies have an
obligation to address issues, even if not directly
related to business operations.
● 88% of customers are more loyal.

HOW TO EFFECTIVELY INCORPORATE YOUR MISSION?
Be intentional with your strategy: Build internal consensus on what issues to focus
on and how to approach them.
Build your mission into everything you do: Make sure your impact work is not just an
after-thought or something that is at the periphery of your brand.
Be prepared for a negative reaction: There’s a good chance some will disagree with
your perspectives. Get the team ready for smoothly handling all types of feedback and
dissent.
Do what individuals cannot do alone: Use your financial resources and brand
platform to build focus and support for your chosen issue, beyond what consumers
can do themselves.
Make every employee a “keeper of the flame”: Every team member needs to
understand the story and know their role supports the mission. Your internal team can
be the best advocates for your brand purpose. Empower them with training and
support so they can do their part.

Testing &
Experimentation
to Drive Success
EMEKA NWADIBIA
& CASEY ADAM
+
GOOGLE
DOUBLE DIAMOND
DIGITAL SERIES

Proprietary + Confidential
with Google Ads’ Audience Signals, Smart Bidding + Smart Creatives
Solutions
Unlock Growth
through Google Ads Automation
February 2019
Emeka Nwadibia
Agency Development
Manager
Casey Adam
Agency Account Strategist

Confidential + Proprietary
Avalaunch Google Agency Team
Agency vision for the future, agency
landscape, industry trends, strategic
positioning, 10X growth planning
Rishi Chowdhury
Agency Lead Emeka Nwadibia
Agency Development
Manager
Strategic agency development through trainings,
scaled product education, access to betas and
joint business planning
Casey Adam
Agency Account
Strategist
Strategic partnership on largest and highest
growth opportunity accounts
Agency Support
Dedicated Agency
Support
Technical, billing & policy support and
troubleshooting for all accounts
866.246.6453 -> MCC ID |
Settings -> Help- > Email

The pace of change for consumers
and technology has never been
faster.

What does this mean
for the future of media?

We’ve built the foundation
for the future of media

We’ve built the foundation
for the future of media
Better intent
drives better results

fuel economy SUVs

Search
Video
vs
Lower funnel
Upper funnel
vs
Performance
Brand
vs

What if we could harness intent?
What if we could shape intent?

Intent is
everywhere

Vacation in Hawaii….

moving companies

Time for change…

Stop chasing intent

Start predicting intent

Predict intent.
Drive growth.

Focus on business
outcomes
Stop marketing
to the average
Automate
Everything

Focus on business
outcomes

89%
of leading marketers
use strategic metrics to
measure effectiveness
of campaigns
Source: Google/MIT Technology Review Insights, ML Leaders and Laggards, Global, 2018 (Leaders (n=186) defined as >15% increase in revenue OR 15+ point
market share increase, Laggards (n=176) defined as <0% growth in revenue OR <0 point marketshare)

Stop marketing
to the average

Proprietary + ConfidentialProprietary + Confidential
Demographic Self
Through signals, we get to
know our users beyond their
basic demographic details,
and understand the deeper
layers of who they are
● Female
● 32 years old
● New York City resident
● $100K Household Income

v
Browsed foodie
blogs for restaurant
recommendations
Frequently comparing
airfare rates on her
phone
Watches trailers
for new movies on
YouTube
Searching for
new furniture
Demographic Self
● Female
● 32 years old
● New York City resident
● $100K Household Income
+ Deeper Self
● Avid traveler
● Loves trying new restaurants
● Movie buff
● Recently moved to the city

Stop marketing to the average
Best customers 3x more valuable
10x profits in 3 months

Segmentation by value will
make your media smarter

Automate Everything

Leading organizations are
Source: [Google/MIT SMR] [MIT SMR/Google Future of Marketing/KPI Survey 2018] [Global] [2018], n=3200, manager +, full SMR industries. KPI Index
(grouped based on 20/60/20 split) challenged n=645, capable n=1928, leaders n=652]
2x
as likely to invest in
automation and machine
learning to drive
marketing goals

from conversions to profit
+115%
increase in revenue y/y

Better understanding
of our customers
drives better results

With 1B+ users on each of our seven
diverse properties, we have access to real-
time rich user intent signals and qualitative
insights
Leverage the power
of intent to connect
with the right consumers
at the right moment,
using machine learning

Once users are aware of your brand and
products, help them consider a purchase
Consideration
In-market Audiences for
Search
Similar Audiences
Remarketing Lists for
Search Ads
Awareness
Build awareness of your brand and
products to those most likely to purchase
Remarketing Lists for Search
Ads
Customer Match*
Email · Address · Phone · User
ID · Device ID
Drive users to a purchase or conversion
Conversion & Loyalty
GOOGLE
AUDIENCE
SOLUTION
CUSTOMER
SEGMENT
MARKETING
OBJECTIVE
Interacted User - People who have interacted with your
website
Customer - Past purchasers or loyal customers
Prospects - People who are new to your business
Demographics & Detailed
Demos
Affinity Audiences
In-market Audiences for
Search
* Customer Journey Stages based on web interaction
Solutions for every stage of the consumer journey to connect
with the right customers

Source: Google data, 2018
Audience + Intent is valuable, and we can prove it
On average, has a 71% higher CTR
and 56% higher CVR when compared
to non-audience search traffic.
On average, has a 37% higher CTR and
15% higher CVR when compared to
non-audience search traffic.
Remarketing Lists for
Search Ads audiences
Similar Audiences
On average, has a 79% higher CTR and
67% higher CVR when compared to non-
audience search traffic.
Customer Match
15% CVR56% CVR 67% CVR

Today, machine learning
helps drive the best
performance for your
ads through automation
Creatives
Attribution
Audience
Bidding
How do I find my ideal audience?
How can I measure performance?
How much should I bid per auction?
What message do I show my audience?
The machine is constantly learning based
on real-time feedback, and adjusting to
improve performance

Work faster, work smarter, and win more with
Google Ads’ Smart solutions
Show the right
message for every
moment, for every user
Smart Creatives
Acquire customers
more efficiently by
adjusting bids for each
and every auction
Smart Bidding

Unlock Growth
through Smart Bidding

Day of week
Language
Extensions
Time of day
Browser
Location
Favorites
Search
queries
Device
Device
Education
Gender
Interests
Marital status
Payment method
Device
Home
Business
Purchase
history
Employment
Income
Profile
Device
Conversion
rate
Shopping
The key to masterful bidding is to adjust your
bids based on each user’s unique combination
of signals for every auction
Assessing signals at this scale manually, for every auction,
is impossible and time consuming.
Why sacrifice time and manpower on manual bidding when you could be
focusing your effort on more impactful, strategic initiatives?

Smart Bidding seamlessly works with targeting and
measurement, making your Google Ads advertising smarter
While audience lists and multi-touch attribution models aren’t a prerequisite for using Smart Bidding, we highly recommend using
these features in tandem. To learn more about them, reach out to your Google representative.
Audience gives Smart
Bidding the data it needs,
now automatically1
Smart Bidding automatically
leverages insights from your non-
last-click attribution model2
New
1 For select user lists and key audience signals on Search. 2 Applicable on Search only.

We’ve improved our fully automated offerings to
better align with advertisers’ needs
Advertisers adopting fully
automated bidding strategies
see an average of up to 31%
more conversions, at a similar
cost per acquisition (CPA)1
Moving toward fully
automated strategies
Get started with Maximize
Conversions and Target CPA
bidding strategies2 from
Day 1, even with low or no
conversion history
No minimum conversions
required for eligibility
Take advantage of Smart
Bidding solutions even if you
are using third party media
platforms - learn more
Improved compatibility
with media platforms
1For lead Search campaigns that adopt Target CPA bidding following our best practices.
Average uplift for all tCPA campaigns on Search and Display is 20%. Source: Google Internal Data.
2 Applicable on Search and Display only

Identify the Smart Bidding strategies that align with
your marketing goals
Maximize Conversions
Drive as many
conversions as possible
within your specified budget.
(coming soon to Display!)1
Target CPA
Attain as many
conversions as possible,
while maintaining your
target CPA
Target ROAS
Get the highest conversion
value possible at your
target return on ad spend
(ROAS)
+20
%Increase in conversions
Within the same budget with
Max Conversions (Search)2
+20
%Increase in conversions at
similar CPA with Target
CPA (Search, Display)2
+35
%Increase in conversions
value with Target ROAS
(Shopping)2
1Planned launch to Display in early 2019
2Average uplift in conversions across networks. Source: Google internal data

Better
signals
Improve
performance
Save
time
Smart Bidding leverages richer contextual
signals like time-on-list and combination
of lists to analyze cross-signal effects and
improve conversion rates.*
Bidding to the correct value of audience
helps advertisers optimize high and low
performing audience segments and
therefore drive more conversions/
revenue within existing CPA/ROAS goals.
Target CPA, Target ROAS and max
conversions automatically use audience
signals, removing the need to
continuously manually optimize audience
bid modifiers.
*Benefit for Google Ads Smart-bidding only. Not applicable to SA360 and 3Ps
Audience + Smart Bidding Benefits

Our bidding solutions take
Audiences membership as
a key signal, considering if a
user is in more than one list
and looking at recency of
when they were added to
the list.
Combining this information
with historical performance
of the audiences leads to
more precise bidding for
members of audience lists.
Overview
User
List
Smart
Bidding
Bid to Value
of Audience

Increase in conversion
volume is seen from
accounts adopting
Automated Bidding,
Audiences, and Non-Last-
Click conversion attribution
+27%
Source: Google Internal Data

70%
increase in CVR with audiences &
automated bidding
83%
increase in conversions via:
- Audiences
- Data-driven attribution
- Smart Bidding
Source: Think With Google, 2017

Introducing, Google Ad’s Smart
Creatives Solution

Consumers expect
the right message
Today’s consumers have
heightened expectations,
expecting both quick and
relevant messages - no
matter where they are

Focus on creative
quality and let machine
learning optimize
the rest
1MarketingLand “How to test your programmatic creatives like a pro”
2MarketingLand “The tyranny of a blank page: Why creative matters most”
>75%
Over 75% of advertising
impact is determined by
creative quality.1,2

Reach customers at scale
by letting machine learning
select/build the best
combination of assets to
show the right message to
the right user, at the right
time
Introducing Google Ads’ Smart Creatives
Let machine learning do the heavy lifting for ad optimization & testing
Work Faster
Free up time to focus on
more impactful, strategic
efforts by automating
routine creative asset
management tasks
Work Smarter
Achieve a better ROI by
showing ads that are
highly relevant and built
for performance to the
people most likely to
convert
Win More

Proprietary + ConfidentialProprietary + ConfidentialProprietary + Confidential
Automatically test and optimize
different combinations of Search ad
assets using machine learning to
ultimately serve the right ads to the
right customers on Google Search
Responsive
search ads

Take advantage of the new go-to Search ad format
Supply up to
15 headlines
and 4 descriptions
as your assets for
responsive search ads
We will use these
assets to automatically create
new ads, which provide more
space than the standard
Search ad format
Your creative
ad assets
The right ad for
the right customer

Capture more opportunity
with the new responsive
search ad format
More space
More flexibility
Maintain control
clicks and conversions when
implementing responsive
search ads
+10%
Already using expanded text ads?
Use responsive search ads alongside
current ads to boost performance

Gain incremental reach by letting
machine learning and web-crawling
technology determine where and
when your ads should show,
dynamically generating highly
targeted and effective ads
Dynamic
Search Ads

Capture more relevant moments with Dynamic Search Ads
When a user searches, DSA crawls
the advertiser’s website to match
their query to content on the site
DSA then auto-generates
an ad with customized headline,
and the user is directed to the
most relevant landing page
Relevant searches Relevant ads

For maximum query
coverage, implement
Dynamic Search Ads
alongside responsive
search ads1
Don’t miss valuable traffic by
only relying on keywords
On average, 86% of
Dynamic Search Ads
traffic is incremental2
86%
1Responsive Search Ads may be implemented as part of standard keyword Search campaigns
2Google Internal Data

Leverage machine learning to seamlessly
serve the right ads to the right customers
across the Google Display Network by
automatically optimizing your Display ad
assets
Responsive
display ads

Let machine learning test and optimize for the best
performing combination of Display assets
We do creative testing across billions of combinations for you.
Leveraging multiple machine learning modules (asset selection, color extraction, auto-fitting, etc.)
to generate the right message to the right user across desktop, mobile and apps.
Up to
1875 asset combinations
x 2000+ ad variations

50% more conversions
from responsive display ads when
used with standard image ads1
Deliver more
impactful results
with Responsive
Display Ads
1On average, based on Google Internal data and analysis

Thank you!

Questions?

LUNCH
+
11.45am–1pm
DOUBLE DIAMOND
DIGITAL SERIES

Marketing
Automation + PPC =
Marketing Magic
ANDREW
PARKER
+
AVALAUNCH MEDIA
DOUBLE DIAMOND
DIGITAL SERIES

Singers = PPC/SEO/Social Music = Content
Conductor = Marketing AutomationAudience = Customer Data
1 2
3 4

GIVE ’EM WHAT THEY WANT
66%73% 65%
Consumers expect a
deep understanding of
their needs to engage
successfully
Consumers feel brands
could do a better job
aligning activities with
consumer preferences
Consumers expect ALL
interactions to be
personalized and unified
*Marketo: 2017 State of Engagement Report https://www.marketo.com/analyst-and-other-reports/the-state-of-engagement/
To stay engaged with consumers, they expect and require
organizations to have a deep knowledge of their preferences and
habits

Email: Average ROI
of $122 for every $1
1 in 5 companies using
email report 70:1 ROI
89% of all companies are
boosting email marketing spend
Email average order value:
8X social media
Behavior driven email is a
primary revenue growth driver
EMAIL DRIVES ROI
*Figures: 2018 Email Report from EmailMonks.com

You are typically 6xmore likely to get a click-through from an email than a tweet
Email is 40xmore effective at acquiring customers than Facebook or Twitter
Social Media + Email campaign = 4–6xROI increase
Email marketing + PPC combined into a campaign = 10xROI increase
SEO + PPC + Email integrated campaign = “Holy Grail” 20xROI increase
SEO/PPC/EMAIL MARKETING
How do they compare?

95% of all companies
use MA software
AUTOMATION ENHANCES ALL MARKETING
Only 12% of those
companies get the most
from their MA platform
Over 75% of email revenue
is driven by triggered
campaigns
Automated emails average
70.5% higher open rates
and 152% higher click-
through rates
MA allows you to segment &
personalize — two keys to higher
email engagement & revenue
MA

INTENTIONAL CUSTOMER
RELATIONSHIPS

CUSTOMER RELATIONSHIP ARCHITECTURE
METRICS & EVALUATION
RELATIONSHIP MARKETING
CUSTOMER TARGETING
CUSTOMER SEGMENTATION
BUSINESS ANALYSIS
PRIVACY & SECURITY
CREATE AN ACCESSIBLE DATA STRUCTURE

INTENTIONAL CUSTOMER
EXPERIENCES

CUSTOMER EXPERIENCE ARCHITECTURE
ASSESSMENT & INTEGRATION
EXPERIENCE DESIGN
PRIORITIZATION
CUSTOMER SEGMENTATION
BUSINESS SEGMENTATION
CUSTOMER EXPERIENCE STRATEGY
BRAND PLATFORM

CROSSING THE CHASM
THE CHASM (Where most are now)
EARLY MARKET MAINSTREAM MARKET
People who want newest things People who want complete solutions and convenience
Current
Journeys
Integrated Intentional
Customer Journeys
Minimum
feature
set
Entire
product
solution
Innovators
2.5%
Early Adopters
13.5%
Early Majority
34%
Late Majority
34%
Laggards
16%

3 REASONS MARKETING
AUTOMATION + PPC IS
MAGIC

PLUGGING THE LEAKY FUNNEL
1 No Lead Management = Leaky Marketing
Current Marketing
Focus
Current Sales Focus
B2B Lead
Development Gap
REACH INTEREST CONVERT ENRICH RETAIN
Warm leads leak out
DESIRE
ISSUE 1: Marketing hands off
leads too easily. Unqualified
leads waste time
ISSUE 3: Marketing
spends more to
recapture lost leads
ISSUE 2: Sales cherry-picks
leads, letting longer time-
frame leads leak out
Source: Forrester Research

INCREASED PRODUCTIVITY2
Run More
Campaigns
Create
Consistent
Email
Follow-up
Example: Automate event campaigns, including invitations, reminders,
follow-up and reporting
Without
Expanding
Your Team

QUALIFIED LEADS3
of marketing leads
never convert into
sales Lack of nurturing
is the common cause of
this poor performance
— MarketingSherpa
Nurtured leads
produce, on average, a
increase in sales
opportunities versus
non-nurtured leads
— DemandGen
Done right, lead
nurturing can result in
more sales-qualified
leads at a
lower cost
79%
50%
33%
20%
— Marketo Email
Benchmark

MORE QUALIFIED LEADS3
WITHOUT
NURTURING
WITH
NURTURING
Conversion:
Inquiry to Qualified Lead:
Cost Per
Qualified
Lead:
Cost/
Inquiry:
27%
40%
$50
$50
$206
$137.50
PPC, Social & SEO are effective email-list builders.
Combined with a measured and evaluated email campaign, sales can
double

WHY AN ESP WON’T CUT IT
Email Marketing
is time consuming;
Has one-size-fits-all
constraints
Marketing
Automation
removes manual
work; Allows for
multi-stage
campaigns
Email Marketing
only tracks click-
through and open
rates
Marketing
automation
can score target
audience members

DALLIN
HARRIS
+
SKYHOOK
DOUBLE DIAMOND
DIGITAL SERIES
Evolving Your Website:
A Journey Through
Personalization &
Performance
Optimization

EVOLVING YOUR WEBSITE
A JOURNEY THROUGH PERSONALIZATION & PERFORMANCE OPTIMIZATION
DALLIN HARRIS

1. Trends in website development
2. What NOT to do
3. Continuous development
4. Discussion
OUTLINE

TRENDS
You can’t stop the waves,
but you can learn to surf.
JOHN KABAT-ZINN

Good website strategists
work hard to identify trends,
so they can exploit them.

TREND #1
Brand & Communication Strategy

“Skyhook’s approach to website development is
a game changer. Our new website is like a
salesperson — constantly growing our business,
and never sleeping.”
JEREMY MEEK, VP MARKETING

TREND #2
Continuous Development

“Our museum has gone from relative obscurity
to now being a top destination in Mesa, and the
website Skyhook built has played an undeniable
role in that”
KIMBERLY RING, VP MARKETING

TREND #3
Personalization & Sales Enablement

“Working with Skyhook has been a delight! Each
team member is patient, knowledgeable, and takes
the time to educate me along the way. We couldn’t
be happier with our partnership.”
DARLA ESPINOSA, VP MARKETING

TREND #4
Web Services & Structured Data

1. Lay out your 3 year vision
2. Set up a metrics framework
3. Keep an Agile “Product Backlog” for tests &
improvements
4. Set aside budget
5. Build a relationship w/your account manager
6. Improve in bursts
CONTINUOUS DEVELOPMENT

● Pay attention to the trends
● Trend: Brand & Communication Strategy
● Trend: Continuous Development
● Trend: Personalization & Sales Enablement
● Trend: Web services & Structured Data
● Trend: Users fight back
● Don’t be like HVVMG
● Practice continuous development
SUMMARY

GO GET ‘EM
Dallin Harris
dallin@skyhookinteractive.com
@DallinHarris
Reach out for
● Presentation for your team
● Roadmap example
● Website diagnostic

ANIMAL
ENCOUNTER
BREAK
+ DOUBLE DIAMOND
DIGITAL SERIES

Leaving a Legacy
CHAD
HYMAS
+ DOUBLE DIAMOND
DIGITAL SERIES

THANK YOU
FOR COMING
+
DAVID MINK
AVALAUNCH MEDIA
DOUBLE DIAMOND
DIGITAL SERIES

AQUARIUM
TOUR
+ DOUBLE DIAMOND
DIGITAL SERIES

Avalaunch Media Double Diamond Digital Series March 2019

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Avalaunch Media Double Diamond Digital Series March 2019