It is an undeniable fact that technology has and is continually changing the way we do business. However, sometimes as marketers we fail to realize just how much and how often technology is changing and find our strategies and tactics falling behind. We’ll discuss the most recent updates in digital marketing channels, from new Google Algorithm changes effecting your SEO potential to programmatic ad planning and buying to take your digital ads to the next level. Come learn, share, and grow with us at the next Digital Marketing Roundtable event.

3. A Brief Message From Sarah
“I wish could be there with
you, but I have some
important business I needed
to attend to.”

4. Our Sponsors

5. Our Panelists
Justin Kerley
Director of Searching
Marketing
Chad Spaude
Director of Web Services
Emily Brandt
Social Media Specialist

6. Learn

7. The Inevitable
Changes in Digital
Marketing
Ryan Miller

8. What’s Happened?
Search Engine Optimization
Pay-Per-Click
Social Media
Email Marketing

9. SEO

10. HTTPS
October 2017
SEO

11. HTTPS
October 2017
Secure Web Experience (Encryption,
Data Integrity, Authentication)
Ranking Signals (Google favors secure
websites) + User Experience (visitor
comfort)
Convert Website to HTTPS and Update
Current Redirects

12. HTTPS
October 2017
November 2017
Voice
Search
SEO

13. Voice Search Growth
November 2017
Searches using our voices – cell
phones, Google Home, Amazon Alexa
Growth in users making searches using
their voices
Conversational optimization –
conversational keywords, FAQ pages,
structured data markup (schema tags)

14. HTTPS
November 2017
October 2017
Voice
Search
SEO
Mobile-
First
Indexin
gJanuary 2018

15. Mobile-First Indexing
January 2018
Ranking factors based on mobile
version of website
Mobile/responsive version of a
webpage is what’s crawled first and
determined for ranking
Make sure website is responsive/has a
mobile version

16. HTTPS
November 2017
October 2017
Voice
Search
SEO
Mobile-
First
Indexin
gJanuary 2018
July 2018
Mobile-
geddonP
art 2

17. Mobilegeddon Part 2
July 2018
Mobile page speed becomes a ranking
factor
Websites will rank higher when mobile
versions load quickly
Consider using the PageSpeed report
and LightHouse

18. HTTPS
October 2017
November 2017
Voice
Search
SEO
Mobile-
First
Indexin
gJanuary 2018
Chrome
Non-
HTTPS
July 2018
July 2017
Mobile-
geddon
Part 2

19. Chrome Non-HTTPS
July 2018
Chrome browser will mark non-HTTPS
sites as ‘not secure’
Chrome warns visitors to avoid
providing sensitive information to
prevent attackers
Consider migrating your website from
HTTP to HTTPS immediately

20. PPC

21. Outstream
Video Ads
April 2018
PPC

22. Outstream Video Ads
April 2018
Video advertisements operating on
mobile devices across Google video
partner mobile sites and apps
Similar to banner ads, users will see a
volumeless video ad displayed
Depending on market, consider using
this feature to build brand awareness

23. Outstream
Video Ads
April 2018
April 2018
Phrase
Free
Campaigns
PPC

24. Phrase Free Campaigns
April 2018
Google My Business Ads displaying
without keywords
GMB ads display with information like
address and category instead of set
keywords
Currently experimenting – when
launched, consider joining the bidding
war

25. Outstream
Video Ads
April 2018
April 2018
Phrase
Free
Campaigns
PPC
Responsive
Search Ads
Headlines
May 2018

26. Responsive Search Ad
Headlines
May 2018
More ad headline possibilities and
description characters
Machine learning models do the work.
More combinations means more
opportunities to compete.
Once rolled out – use it to increase
opportunity for exposure in AdWords
campaigns

27. Outstream
Video Ads
April 2018
April 2018
Phrase
Free
Campaigns
PPC
Responsive
Search Ads
Headlines
May 2018
May 2018
Audience
Network

28. Audience Network
May 2018
New display network combining search
signals, AI assets and audience graph
Additional audience reach that cannot
be accessed through Google +
Facebook
If doing Bing advertising, consider
Audience Ad Campaigns for extended
reach

29. Outstream
Video Ads
April 2018
April 2018
Phrase
Free
Campaigns
PPC
Responsive
Search Ads
Headlines
May 2018
Google
Rebranding
June 2018
May 2018
Audience
Network

30. Google Rebranding
June 2018
Retiring AdWords & DoubleClick
brands to simplify
Three primary brands – Google Ads,
Google Marketing Platform, Google Ad
Manager
Become familiar with these services
and evaluate how they can impact your
business

31. Social

32. Videos
On
YouTubeJanuary 2018
SOCIAL

33. Videos On YouTube
January 2018
The second largest search engine in
the world – exposure with user
convenience
Potential leads heavily using YouTube
for research and engagement
Consider using YouTube to get relevant
content out that is beneficial to
audience

34. Videos
on
YouTubeJanuary 2018
January 2018
Facebook
Newsfeed
Throttle
SOCIAL

35. Facebook Newsfeed
Throttle
January 2018
Less Business, More Personal
Organic posting doesn’t have the same
presence
Facebook Advertising

36. Videos
On
YouTubeJanuary 2018
January 2018
Facebook
Newsfeed
Throttle
SOCIAL
Dark
SocialFebruary 2018

37. Dark Social
February 2018
Digital word-of-mouth sharing
Engagement that cannot be
tracked/monitored
Reference it when analyzing metrics
with no clear pathway

38. Videos
On
YouTubeJanuary 2018
January 2018
Facebook
Newsfeed
Throttle
SOCIAL
Dark
SocialFebruary 2018
June 2018
Instagram
TV – IGTV

39. Instagram TV - “IGTV”
June 2018
Hour long video uploads
Brands and Companies will have
access to sharing relevant content to
their audience
Share events, employee and product
highlights, how-to’s

40. Videos
On
YouTubeJanuary 2018
January 2018
Facebook
Newsfeed
Throttle
SOCIAL
Dark
SocialFebruary 2018
Facebook
Snooze
June 2018
June 2018
Instagram
TV - IGTV

41. Facebook Snooze
June 2018
Use keywords to block content
Users can hide posts in their newsfeed
for 30 days based on set keywords
Consider your presence on Facebook

42. Email

43. Interactiv
e Email
December 2017
EMAIL

44. Interactive Email
December 2017
Functionality for users to take actions
within an email
Users can engage via
dropdowns/navigation, photo galleries,
quizzes and polls + events can be
tracked
Design and develop e-mail campaigns
that encourage the user to interact with
the e-mail

45. Interactiv
e Email
December 2017
February 2018
Artificial
Intelligen
ce
EMAIL

46. Artificial Intelligence
(AI)
February 2018
Amazon Alexa, Google Home and Siri
AI records conversational searches
Consider listening to conversations
consumers have with AI – build
content, send times and promotion
ideas around them

47. Interacti
ve Email
December 2017
February 2018
Artificial
Intelligen
ce
EMAIL
Chatbots
May 2018

48. Chatbots
May 2018
Computer programs powered by AI
designed to improve customer
experience and communications
Improve engagement, response-rate
and content distribution
Implement Chatbots on website and
use e-mail marketing to seal the deal

49. Interactiv
e Email
December 2017
February 2018
Artificial
Intelligen
ce
EMAIL
Chatbots
May 2018
June 2018
Marketing
Automation

50. Marketing Automation
June 2018
Eliminating repetitive tasks while
continuing to engage with customers
automatically
Target people based on behavior,
preferences and history
Implement MA into your e-mail strategy
to enhance user experience

51. General Data
Protection Regulation
(GDPR)
May 2018
Regulation in Europe protecting user
data
Websites can be in violation and
ultimately penalized
Ensure your website is GDPR
compliant – forms, security,
disclaimers, etc.

52. Focusing on 2019

53. Questions?

54. Our Sponsors

57. Our Sponsors

58. Friggatriskaidekaphobia
Fear of Friday the 13th

59. Inspire Your Growth

60. WorkWise is…
• Developer of OnContact CRM & WorkWise ERP
• Headquartered in Menomonee Falls
• Award Winning Company & Products

61. OnContact CRM
Choose whether you want to
deploy OnContact CRM in the
cloud or on-premise. You can always
switch if your needs change.
IN THE CLOUD
● Campaign Management
● Email Marketing ● Email Designer
MARKETING AUTOMATION
● Lead Qualification● Lead Scoring
● Landing Page Integration
● Web Visitor Tracking
CUSTOMER SERVICE
● Incident Management
● Defect Tracking ● Knowledge Base
● Asset & Contract Management
● Pipeline Management
● Relationship Management
● Workflow Automation
MANAGEMENT
● Reporting & Dashboards
● Productivity Analysis
Choose whether you want to
deploy OnContact CRM in the
cloud or on-premise. You can always
switch if your needs change.
ON-PREMISE
● Customization
● QuickBooks Integration
● Integration
TOOLS
● Document Management
● Deduplication ● Security
● Powered by Google Maps
● Supports Filtering
● Embedded in OnContact
CRM MAPPING
● Map Companies, Contacts,
Opportunities & Leads
● Contact Management
● Opportunity Management
SALES
● Quotation Management ● Mobile CRM
● Social CRM

64. How many Friday the 13th Movies were released? 12

65. Our Panelists
Justin Kerley
Director of Searching
Marketing
Chad Spaude
Director of Web Services
Emily Brandt
Social Media Specialist

66. Share

67. Grow

68. Programmatic
Advertising 101
Anne Koepp

69. "Programmatic buying is the
gluten of advertising“
– Jimmy Kimmel

70. Definition
s

71. Definition #1:
“Programmatic”
Programmatic
Advertising is the
method that
publishers and
advertisers use to
sell and buy online
ads through an
exchange.

72. Definition #2:
“Supply-Side Platform”
A supply-side
platform (SSP) is a
piece of software
used to sell
advertising in an
automated fashion.
SSPs are most often
used by online
publishers to help

73. Definition #3:
“Demand-Side
Platform”
A demand-side
platform (DSP) is a
system that allows
buyers of digital
advertising inventory
to manage multiple ad
exchange and data
exchange accounts
through one

74. Definition #4:
“Real-Time-Bidding”
RTB (Real-Time-
Bidding) is the
process of
buying/selling ad
inventory in
milliseconds based
on user data.

75. Let’s See this Play Out:

76. Example:

77. Example:

78. Programmatic Platforms:
DoubleClick, AdWords
& LinkedIn

80. Overview
AdWords (GDN)
Google Display
Network
Text, Image and
Video Ads
Cost-per-click
No Minimum ad
spend
DoubleClick
Access to 100+ ad
exchanges
Image, Rich Media,
Native and Video Ads
Cost-per-million
impressions
$20K / month minimum
ad spend

81. Targeting
AdWords (GDN)
Device targeting
Some demographics,
location, topics,
interests
Remarketing to users
whom have previously
visited your website
GDN user data
DoubleClick
Desktop, Mobile,
Tablet, Smart TV
Advanced Targeting
capabilities –
locations,
demographics,
interests.
Segment previous
visitors and new users

82. Third Party Data

83. Bidding Options
AdWords (GDN)
3 options:
Automated
Bidding
Custom Bids
Bid
Adjustments
DoubleClick
2 options:
Automated bidding
Manual bidding

85. LinkedIn Ads
Ad Types
In-Mail
Text Ads (not
recommended)
Image Ads
Video Ads (New)
Targeting
Account Targeting
(ABM)
Contact Targeting
(email lists)
Website Retargeting
Profile: job title,
company, industry,
seniority and more.

86. Walk Before You
Run

87. Step 1: Targeting your ideal audience
Platform:
LinkedIn
Define your
audience: Job,
Industry,
Company,
Seniority, etc.
Great place to
promote content
and create brand

88. Step 1: Targeting your ideal audience

89. Step 1: Targeting your ideal audience

90. Step 2: Combine Targeting Methods
Platform: GDN
(AdWords)
Refine your
audience even
further by
targeting based
on interests

91. Step 2: Combine Targeting Methods
Target based on
interests:
Affinity
Audiences
Custom Affinity
Audiences
In-Market
Audiences

92. Step 2 : Combine Targeting Methods
Target based on demographics:

93. Step 3: Layer Remarketing
Platform: GDN
(AdWords)
Now that
you’ve
captured your
initial
audience…
begin to
remarket

94. Step 3: Layer Remarketing
AdWords Remarketing
Under “choose how to
target your ads” 
“interests and
remarketing”
Google will give you a
tag (a piece of code) to
be installed on all of
your website’s pages to
track “hits”
Your default remarketing
list is “All Visitors”

95. Step 3: Remarketing
Other remarketing options:
Video remarketing
Dynamic remarketing
Customer list remarketing
Remarketing for search ads

96. Step 4: A/B Test Ads and Find a Champion
Test:
Call to actions
Colors, images and
backgrounds
Value propositions
Landing Page Forms
“Optimize” vs.
“Rotate
Indefinitely”

97. Take the Plunge into
Programmatic
Criteria:
Budget
Audience

98. Questions?

99. Thank You!