Awesome Lesson: Digital Advertising Explained
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Pepper Gang held a digital advertising at Emerson College to help potential marketing students learn the real-world digital marketing landscape and how to apply theories to actual ad campaigns with creativity. In the presentation, you will learn about the general introduction to digital marketing and online advertising. Then Oz, the speaker and Pepper Gang Co-Founder, went deeper into the details of Google AdWords, explaining how the largest internet advertising network works. You can also learn about the process of creating an ad campaign from client's profile to target audience definition to keywords research to campaign creation. Check out this complete lesson and let us know if you have any questions. We constantly put down out thoughts on digital marketing at Pepper Hub. Learn more there: www.peppergang.com/blog
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Awesome Lesson: Digital Advertising Explained
- 1. Awesome Lesson: Digital Advertising Explained
- 2. Oz Intro Disclaimer: can’t understand anything I’m saying because of my accent, you can’t sue me. Digital Marketing….. Are the Celtics playing tonight?... I wonder if anyone understands what the hell I’m saying with my accent…. yum, cheesecake….. …I should wear a different bowtie….
- 3. Outline: What You Will Learn Today 1. What is Digital Marketing 2. Customers Decision Cycle 3. Intro to Digital Advertising 4. Ready, Set, Strategy! 5. Questions
- 4. Meet Sarah Meet Sarah. Sarah is the owner of a Boston based Dress Shop.
- 6. What is Digital Marketing Reaching, connecting, engaging people on digital channels using different devices & media • The marketplace has changed • Shorter, faster buying cycle • Consumers have information at their fingertips • The decision process is now much more complex • Consumers can now reach for their smartphone, tablet, or laptop • Now business with the most visibility wins
- 9. Different Marketing Channels Influence Decision
- 10. Digital Advertising Strategy for AdWords
- 11. Who Needs Digital Advertising ! Have a lead generating website ! Have new products or services ! Are hosting an event ! Have seasonal sales ! Are looking to target customers geographically ! Are looking to increase traffic ! Are looking to increase brand awareness ! Want to increase sales and profits ! Ecommerce website Presented by Pepper Gang All materials and ideas included are property of Pepper Gang.
- 12. Steps To Build Campaign 1. Profile the Client 2. Who’s the Target Audience? 3. Understand the Goals 4. Create Campaign Objective 5. Plan Out Your Strategy 6. Determine Media Plan 7. Determine Media Mix Presented by Pepper Gang All materials and ideas included are property of Pepper Gang.
- 14. Media Plan Media Mix Advertising Goals Product Analysis Market Analysis Audience Analysis Message Determine Network Determine Targeting Creative Format Budget Pricing Model Determine Media Plan and Media Mix Presented by Pepper Gang All materials and ideas included are property of Pepper Gang.
- 15. Profile The Client Presented by Pepper Gang All materials and ideas included are property of Pepper Gang.
- 16. Campaign Goals Presented by Pepper Gang All materials and ideas included are property of Pepper Gang.
- 17. Determine Goals 1-3 Months 3-6 Months 6-12 Months Short Term Goals (Build Brand Awareness) Mid-Term Goals (Direct Response with Branding) Long Term Goals (Direct Response) Example Goal: Increase Brand Searches Example: Increase Sales, Increase Brand Searches, Increase Return Visitors Example: Increase Revenue and Reach New Markets Goals Presented by Pepper Gang All materials and ideas included are property of Pepper Gang.
- 18. Campaign Objective Develop a comprehensive integrated marketing strategy, optimize campaigns for top performance and create an action plan that would meet and ideally exceed marketing goals. Presented by Pepper Gang All materials and ideas included are property of Pepper Gang.
- 19. Understand Goals and Objectives Understand Company Vision & Mission Get to Know Target Audience Learn the Market & Competition Profile The Client Presented by Pepper Gang All materials and ideas included are property of Pepper Gang.
- 20. Demographic/Psychographic ! 18-24,25-34yearolds ! Urbanwomen ! Fashionistas Geographic Target ! Bostonarea Income ! Middleincome Purchase Profile ! Apparel,accessories Interests ! Shopping ! Trends,fashions ! Celebritynews/entertainment ! Movie/TVlovers Target Audience Presented by Pepper Gang All materials and ideas included are property of Pepper Gang.
- 21. Don’t Pray – Plan for It Presented by Pepper Gang All materials and ideas included are property of Pepper Gang.
- 22. Audience Reach Example Budget Allocation Traffic Builders Topics of Interest Product Awareness Group Traffic Builders Topics of Interest Product Awareness Group 80% 15% 5% 20% 60% 20% Short Term Strategy Long Term Strategy Presented by Pepper Gang All materials and ideas included are property of Pepper Gang. Budget Amount = $1,000/month
- 23. Develop Digital Plan Content Marketing Plan to Achieve the Goals: Brand Awareness, Sales Define target Audience: Demographics/Interest/Topic/Online Activity Measurement Plan Social Media SEO Digital Advertising Email Marketing
- 24. Advertising Plan Call Out Digital Advertising Plan Google AdWords Focused Determine Budget Allocation to each Search Display Remarketing Shopping
- 25. Search Campaign Presented by Pepper Gang All materials and ideas included are property of Pepper Gang. Facts of Search: Reach people at the precise moment they are searching for products/services Non-interruptive CPC bidding – so you only pay when someone has interest and clicks Easy to measure
- 26. Display Network Campaign Presented by Pepper Gang All materials and ideas included are property of Pepper Gang. Facts of Display: Largest ad network in the world Target people based on interest and placements (websites and website content) Great for Reach and Branding because of its higher visibility (and conversions)
- 27. Remarketing Campaign Facts of Remarketing: Allows you to target website visitors on the GDN after they have visited your website Great way to ‘close the deal’ People are already familiar with the brand Great if you build a list of website visitors and can target them again if you are launching a new product or service
- 28. Shopping Campaign Facts of Shopping Campaigns: Great for eCommerce websites that sell products It’s a retail focused campaign that shows an image with pricing and description – which allows for quick and easy decision Relevancy is higher because of the direct to product link
- 29. Call Only Campaigns Facts of Call Only Campaigns: Shown on Mobile Devices capable of making phone calls Great way to get someone to call directly (to the store or lead generation)
- 30. Short-Term Allocation Example Search Network 20% Traffic Builders Interest Product Awareness Use for Direct Response Display Network 60% Use for Promoting & Branding Example of how we might allocate efforts to each Network. First to do more branding to capture more of a wider audience and get them to know your brand. Include Remarketing into the media mix 10% Shopping 10%
- 31. Long-Term Allocation Example Search Network 40% Traffic Builders Interest Product Awareness Direct Response Display Network 20% Include Remarketing into the media mix 15% Use more for Branding Focus Our efforts for long-term success may change to include more direct response as well as remarketing efforts. Shopping 25%
- 32. Website Structure Presented by Pepper Gang All materials and ideas included are property of Pepper Gang. Sarah’s Dresses Website Presented by Pepper Gang All materials and ideas included are property of Pepper Gang. Store Hours- Location Shop Dress Blog Contact Us Customer Service Colored Dress Seasonal Dress Night Dress Summer Spring Winter
- 33. Time to Develop I’m Ready to Develop an Awesome Campaign Now I Know
- 34. Search: Reach and Interest Brand Name Dress Sale, Shop Dresses Online One Shoulder Dress, Pink Long Sleeve Seasonal Dress, Color Dress, Dress Store Product Interest Reach Lower Higher Higher Lower Dress, Cute Dresses
- 35. Search: Keyword Structure Presented by Pepper Gang All materials and ideas included are property of Pepper Gang. Sarah’s Dresses Website Store Hours- Location Shop Dress Blog Contact Us Customer Service
- 36. Display: Targeting Remarketing Interest Contextual Targeting Placement Topics Cost Per Conversion ConversionRate Lower Higher Higher Lower
- 37. Display: Structure Presented by Pepper Gang All materials and ideas included are property of Pepper Gang. Sarah’s Dresses Website TopicsRemarketing Context Interest Placement Display
- 38. Shopping: Structure Presented by Pepper Gang All materials and ideas included are property of Pepper Gang. Sarah’s Dresses Website In Store Online Shopping
- 39. Advanced Extensions – Location Location Extensions. Displays physical address to local searchers. Presented by Pepper Gang All materials and ideas included are property of Pepper Gang.
- 40. Advanced Extensions – Site Links Site Link Extensions. Links below your ad directly to the website. Presented by Pepper Gang All materials and ideas included are property of Pepper Gang.
- 41. Advanced Extensions – Social Social Extensions. Use social extension to build trust and social validation. Presented by Pepper Gang All materials and ideas included are property of Pepper Gang.
- 42. Mobile Devices Mobile users will grow faster than desktop internet users within 5 years. -Morgan Stanley There are now over 4 Billion mobile users in the world and 1,000 new customers each minute. In 2008, Smartphone sales exceeded laptop sales and with rate plans becoming less expensive, more people are using their phones as their internet source. Presented by Pepper Gang All materials and ideas included are property of Pepper Gang.
- 43. Measurement Plan
- 45. Measuring and Reporting Measuring Results KPI Reporting Google Analytics Conversion Tracking Presented by Pepper Gang All materials and ideas included are property of Pepper Gang.
- 46. Make smarter online advertising decisions How does it work? • Tool tracks users who click on your ad and records a conversion when that user reaches your conversion page Benefits • Correlate ad clicks to custom conversion metrics • Easily set up tracking for sales, sign-ups, leads, page-view, demo plays and more • Measure conversion value of campaigns, ad groups and/or keywords and optimize bids accordingly • Understanding the conversion helps to increase Return On Investment (ROI) Conversion Tracking Presented by Pepper Gang All materials and ideas included are property of Pepper Gang.
- 47. Discover Your Audience Engagement Utilize Google Analytics How does it work? • Web analytics reports website visitor behavior Benefits of How We Use Analytic Data • Understand who your visitors are and where they come from • Learn how visitors use your website and compare your traffic against industry benchmarks • Discover which visitors are likely to convert and how to attract more of them • Optimize online (and offline) marketing by measuring post-click performance • Uncover deep insights Presented by Pepper Gang All materials and ideas included are property of Pepper Gang.
- 48. KPI Reporting What is a KPI? Key Performance Indicators are metrics that are essential to your business’ online success usually represented in percentage or an average How does it work? Define your objectives and key results How We Use KPIs • Map the stakeholders • Determine requirements and expectations • Set your objectives and key results • Select your Key Performance Indicators Presented by Pepper Gang All materials and ideas included are property of Pepper Gang.
- 49. Questions