SlideShare ist ein Scribd-Unternehmen logo
1 von 36
1<Paste partner logo here via View, Master>
3 ways you’re wasting your biddable
media budget….and how to fix it!
Sarah Barker
Head of BiddableMedia, Stickyeyes
@Stickyeyes Sarah Barker
https://www.smartinsights.com/guides/paid-media-and-digital-advertising-playbook/
https://www.smartinsights.com/guides/digital-media-options-cheatsheet/
A quick intro…
Sarah Barker
• Head of Biddable Media.
• This team covers Paid Search and Paid Social,
but works closely alongside our Programmatic
and Organic teams.
• Working across a range of clients, most
notably in Retail, Finance and Gaming sectors.
• My job is to help develop overarching,
innovative strategies to help clients get the
most bang for their buck.
Ingredients for Biddable Success
AUDIENCE CHANNELS MEASURES+ +
6<Paste partner logo here via View, Master>
1. Audience
The Goldilocks
Problem
Understanding our target audience is vital for
any successful biddable media strategy – after
all, our audience should be at the heart and
centre of what we do.
However, we often find that brands that come
to work with us either have little understanding
of their audience, or have a much too refined
and niche view.
What happens
when it’s too big?
Many brands often have little understanding of their
target audience and therefore are targeting too
broadly. This means wasted budget on users who are
unlikely to ever take our desired action.
We most often see this across Paid Search, where
the keyword is still king, and marketers aren’t making
use of Google or Bing’s robust audience targeting
features.
Financial Services Example
THEIR
AUDIENCE
WHO THEY
TARGETED
THE
ISSUE
As they were a
supermarket who
offered financial
services, their
audience was deemed
to be anyone who
shopped at the
supermarket – that’s a
lot of people!
Given there was no
granular
understanding of who
this audience was,
they had no level of
audience targeting
across paid search
activity.
Where budget was
limited, daily caps
would often be
reached. But we
could not guarantee
that budget was
spent on the right
people.
What happens
when it’s too small?
When defining our target audience, it’s all too easy to
become too specific. This could leave us with a tiny group
of users to target, and ignores others who could be crucial
to our business.
This usually happens across paid social channels, where
brands develop preconceived ideas of who their audience
is and is reluctant to target outside of this. However, this is
the bi-product of inflating CPCs and reducing the impact of
the platform algorithm.
Abercrombieand FitchExample
THEIR AUDIENCE WHO THEY
TARGETED
THE
ISSUE
Famously, A&F saw
their audience as
young, attractive, slim
potential customers.
Even down to their
sizing, their audience
wasn’t inclusive, as
they didn’t go up to
large and used only
young attractive
models.
This means that they
were excluding a huge
potential audience for
vanity reasons. Plus,
their target audience
was perhaps more
aspirational than
realistic, restricting
traction.
Profiling Methods We Use
PRIMARY
RESEARCH
SECOND PARTY
DATA
THIRD PARTY
TOOLS
PROPRIETARY
TOOLS
PINPOINTQUESTIONAIRES EXISTING RESEARCH ANALYTICS
FOCUS GROUPS
OBSERVATION
INTERVIEWS
FACEBOOK
GWI
YOUGOV
MOSAIC
BRANDWATCH
FOLLOWERWONK
MOMENTS
AMP
CONNECTIONS
CUBE
RARE
Audience Profiles
ACTIVITIES & INTERESTS
Analyse the types of activities that your target
users are engaged with whilst online on a
frequent basis, this helps us to further
establish what they look like as a rounded
person – even if it doesn’t directly correlate
with your brand!
VALUES
This is a key element that helps us to understand
people’s motivators and why they build
relationships with brands. By connecting with
likeminded users, we maximise the impact of our
ads and content.
DEMOGRAPHICS
If core to your business, we’d also recommend
outlining demographics. However, it’s best to keep
these relatively top line to avoid stereotyping and
ignoring potential customers.
BEHAVIOUR
How does your audience behave online and what
is their typical conversion path? Can we break it
down into certain key targetable moments?
The 4 key areas we must understand in order to have a complete picture of our target
audience that can be leveraged holistically across channels.
Targeting Available
DEMOGRAPHIC
/FINANCIAL
Google Bing Facebook LinkedIn Twitter
INTEREST/AFFINITY Google Facebook Facebook LinkedIn Twitter
IN MARKET Google Bing
BEHAVIOUR Facebook Twitter
CONNECTIONS Facebook LinkedIn Twitter
EVENTS Google Facebook
PROFESSIONAL Bing Facebook LinkedIn
REMARKETING LISTS Google Bing Facebook LinkedIn Twitter
SIMILAR USERS Google Facebook LinkedIn Twitter
Brand
Competitor
Head Term Generic
Long Tail Generic
Brand Plus
Demographic
s
Affinity
In Market
Previous Customer
Similar Audience
Age
Gender
Location
Parental Status
Apparel
Vehicles
Beauty Products
Electronics
Home Insurance
Finance / Loans
UK / EU Trips
Used Cars
Value
Engagement
Frequency
LTV
Value
Engagement
Frequency
LTV
Paid Search Example.
KEYWORD FOCUS INTEGRATED APPROACH
AUDIENCE
CENTRIC
APPROACH
HEAD TERM GENERIC
LONG TAIL GENERIC
COMPETITORS
BRAND PLUS
BRAND
Paid Social
Example
The core audience
strategy filters
down into the
social structure
with a campaign for
each targeting
type, reflecting a
stage in the user
journey.
CORE
AUDIENCE
STRATEG
Y
DEMOGRAPH
IC
SIMILAR
USERS
SIMILAR
USERS
REMARKETIN
G
AGE
GENDER
LOOKALIKES 1%
LOOKALIKES 3%
LOOKALIKES 5%
VIEW / ADD LAST 7
VIEW / ADD LAST 30
LOWER
INTENT
HIGHER
INTENT
LOOKALIKES 7%
LOOKALIKES 9%
VIEW / ADD LAST 100
SIMILAR BRANDS
RELEVANT INTERESTS
LOCATION
RELATIONSHIP
Audiences Againstthe Funnel.
High Volume
High ROI Lower Volume
Low ROI
The impact it has.
Understanding where the users are within the conversion journey.
Cost
Interactions required to apply.
Higher
Higher
SIMILAR USERS
INTEREST/AFFINITY
IN MARKET
DEMOGRAPHICS
ONLY
NO AUDIENCE
REMARKET
19<Paste partner logo here via View, Master>
2. Channels
The Silo Problem
Whilst a single view of audience targeting helps to unite biddable channels, channels operating in a silo
approach from their organic counterpart leads to overlap and conflict and ultimately wasted spend.
PPC SEO
PAID
SOCIAL
ORGANIC
SOCIAL
In the view below, PPC is likely to be redirecting ‘free’ organic traffic through a paid ad. This inflates overall costs
unnecessarily.
PPC / SEO Cannibalisation
Equilibrium
PAUSE KEYWORDS ACTIVATE KEYWORDS
When we rank position 1
organically and there is no
search competition and
shopping results are not
displayed.
When we either don’t rank
position 1 organically or
there are search
competitors present or
shopping results are
displayed.
One Search
M1 M2 M3 M4 M5 M6 M7 M8 M9 M10 M11 M12
Drivingoverallsearchefficiency
Paid Investment Organic Investment Overall Performance
Paid Social v Organic Social
PAID PAIDORGANIC ORGANIC
Unless you’re using negative audience lists, your paid and organic social audiences are likely to be similar. It is
therefore important to ensure a consistent tone of voice, or risk wasting budget on mixed messages.
One Social
UNDERSTAND
WHO WE
TARGET
SHARE CREATIVE LEVERAGE
SIMILAR
INFLUENCERS
Consider whether we
want existing, engaged
followers to be
included in Paid
targeting. Will this
cause conflict, or will
they complement each
other?
Where possible,
consider what creative
could be used across
both. But perhaps with
different cuts or
variations to suit each
medium.
It is now possible to
push influencer
organic posts as paid
ads. This makes the
budget you used for
organic influencer
activity work that little
bit harder.
26<Paste partner logo here via View, Master>
3. Measurement
The Attribution Problem
Traditional last click measurement attributes all credit to a
single touchpoint, and leads to favouritism of the latter
part of the journey.
3rd
BRAND
PPC
GENERIC
SEARCH
FULL
CREDIT
FACEBOOK
AWARENESS
4th
GMAIL 5th
SHOPPING
6th
FACEBOOK
REMARKETING
NO
CREDIT
2nd
YOUTUBE
1st
NO
CREDITNO
CREDIT
NO
CREDIT
NO
CREDIT
NO
CREDIT
What this leads to…SPEND
CONTRIBUTION TO GROWTH
BRAND PPC
FACEBOOK
REMARKETING
SHOPPING
GMAIL
GENERIC
SEARCH
YOUTUBE
FACEBOOK
AWARENESS
High
HighLow
Example
0
20
40
60
80
100
120
7/6/2014
8/6/2014
9/6/2014
10/6/2014
11/6/2014
12/6/2014
1/6/2015
2/6/2015
3/6/2015
4/6/2015
5/6/2015
6/6/2015
7/6/2015
8/6/2015
9/6/2015
10/6/2015
11/6/2015
12/6/2015
1/6/2016
2/6/2016
3/6/2016
4/6/2016
5/6/2016
6/6/2016
7/6/2016
8/6/2016
9/6/2016
10/6/2016
11/6/2016
12/6/2016
1/6/2017
2/6/2017
3/6/2017
4/6/2017
5/6/2017
6/6/2017
7/6/2017
8/6/2017
9/6/2017
10/6/2017
11/6/2017
12/6/2017
1/6/2018
2/6/2018
3/6/2018
4/6/2018
5/6/2018
6/6/2018
7/6/2018
8/6/2018
9/6/2018
10/6/2018
11/6/2018
12/6/2018
1/6/2019
2/6/2019
3/6/2019
4/6/2019
5/6/2019
6/6/2019
Shoe Retailer -Search Volume
A Fairer View
Develop an understanding of the contribution
and cost of each touchpoint in the journey for
fairer credit and an understanding of overall
CPA.
YOUTUBE
£1.20
3rd
BRAND PPC
GENERIC
SEARCH
£0.20
FACEBOOK
AWARENESS
4th
GMAIL 5th
SHOPPING
6th
FACEBOOK
REMARKETING
£0.40
2nd
1st
£0.35
£1.00
£0.50
£0.60
Cost per acquisition based on all
digital touchpoints:
£4.25
What this leads to…
SPEND
CONTRIBUTION TO GROWTH
BRAND PPC
FACEBOOK
REMARKETING
SHOPPING
GMAIL
GENERIC
SEARCH
YOUTUBE
FACEBOOK
AWARENESS
High
HighLow
Example
0
20
40
60
80
100
120
7/6/2014
8/6/2014
9/6/2014
10/6/2014
11/6/2014
12/6/2014
1/6/2015
2/6/2015
3/6/2015
4/6/2015
5/6/2015
6/6/2015
7/6/2015
8/6/2015
9/6/2015
10/6/2015
11/6/2015
12/6/2015
1/6/2016
2/6/2016
3/6/2016
4/6/2016
5/6/2016
6/6/2016
7/6/2016
8/6/2016
9/6/2016
10/6/2016
11/6/2016
12/6/2016
1/6/2017
2/6/2017
3/6/2017
4/6/2017
5/6/2017
6/6/2017
7/6/2017
8/6/2017
9/6/2017
10/6/2017
11/6/2017
12/6/2017
1/6/2018
2/6/2018
3/6/2018
4/6/2018
5/6/2018
6/6/2018
7/6/2018
8/6/2018
9/6/2018
10/6/2018
11/6/2018
12/6/2018
1/6/2019
2/6/2019
3/6/2019
4/6/2019
5/6/2019
6/6/2019
Shoe Retailer -Search Volume
Variable Targets
It is vital to have an understanding of whether a customer is new. Acquisition of new customers will naturally have a higher cost
association. But these customers are crucial to business health. Therefore, this should be factored into variable targets.
SPEND
CPATARGET
ACQUISITION ACQUISITION
NURTURE NURTURE
High
Low
High
Low
60%
40%
£40
£25
Test budget isn’t
budget wasted!
Once our activity reaches a place of comfort,
we are often led into thinking that we can
maintain a static approach and avoid the risk
of budget wastage.
However, the marketing landscape is always
changing, and therefore this approach will
lead us to fall behind. Smarter use of spend
therefore allocates specific test budgets to
help answer key marketing questions.
What are my most profitable generics at scale?
What is the incrementalism of my Facebook campaigns?
Can we successfully leverage new ad formats?
Are YouTube viewers likely to come back through brand?
What type of message generates the highest ad recall?
Want more
insight?
Download our free whitepapers and sector reports at:
https://www.stickyeyes.com/resources/
Subscribe to our YouTube Channel to catch our new
video series.
Sign up to our emails to be the first to receive new digital
insights.
36<Paste partner logo here via View, Master>
Any Questions?
Please ask questions via the questions tab

Weitere ähnliche Inhalte

Was ist angesagt?

Omnichannel marketing tips and techniques
Omnichannel marketing tips and techniques  Omnichannel marketing tips and techniques
Omnichannel marketing tips and techniques Smart Insights
 
Future proofing your marketing - Dave Chaffey
Future proofing your marketing - Dave ChaffeyFuture proofing your marketing - Dave Chaffey
Future proofing your marketing - Dave ChaffeySmart Insights
 
Using AI for online merchandising
Using AI for online merchandisingUsing AI for online merchandising
Using AI for online merchandisingSmart Insights
 
The Evolution of Digital Transformation
The Evolution of Digital TransformationThe Evolution of Digital Transformation
The Evolution of Digital TransformationSmart Insights
 
TFM Martech giants panel - Technology for Marketing visuals
TFM Martech giants panel  - Technology for Marketing visuals TFM Martech giants panel  - Technology for Marketing visuals
TFM Martech giants panel - Technology for Marketing visuals Smart Insights
 
Panel Discussion: Create a 360-degree view of your customers journey to engag...
Panel Discussion: Create a 360-degree view of your customers journey to engag...Panel Discussion: Create a 360-degree view of your customers journey to engag...
Panel Discussion: Create a 360-degree view of your customers journey to engag...Dave Chaffey
 
Content marketing-roi-dave-chaffey-smart-insights
Content marketing-roi-dave-chaffey-smart-insightsContent marketing-roi-dave-chaffey-smart-insights
Content marketing-roi-dave-chaffey-smart-insightsSmart Insights
 
B2B Expo Practical B2B digital marketing trends and techniques
B2B Expo Practical B2B digital marketing trends and techniques B2B Expo Practical B2B digital marketing trends and techniques
B2B Expo Practical B2B digital marketing trends and techniques Smart Insights
 
Top social media trends for 2020 with Matt Navarra
Top social media trends for 2020 with Matt NavarraTop social media trends for 2020 with Matt Navarra
Top social media trends for 2020 with Matt NavarraSmart Insights
 
Future-proofing your AdWords for 2016.
Future-proofing your AdWords for 2016. Future-proofing your AdWords for 2016.
Future-proofing your AdWords for 2016. Smart Insights
 
10 content marketing growth hacks
10 content marketing growth hacks10 content marketing growth hacks
10 content marketing growth hacksSmart Insights
 
GDPR Briefing for marketers
GDPR Briefing for marketersGDPR Briefing for marketers
GDPR Briefing for marketersSmart Insights
 
Understanding the Metrics that Drive Real Business Impact
Understanding the Metrics that Drive Real Business ImpactUnderstanding the Metrics that Drive Real Business Impact
Understanding the Metrics that Drive Real Business ImpactLinkedIn
 
What do people really search for? How to tackle unclear keyword research topics
What do people really search for? How to tackle unclear keyword research topicsWhat do people really search for? How to tackle unclear keyword research topics
What do people really search for? How to tackle unclear keyword research topicsSmart Insights
 
Managing digital marketing in 2017
Managing digital marketing in 2017Managing digital marketing in 2017
Managing digital marketing in 2017Smart Insights
 
Marketing Week Live 2017 - "B2B Marketing, The Fundamentals" by Really B2B
Marketing Week Live 2017 - "B2B Marketing, The Fundamentals" by Really B2BMarketing Week Live 2017 - "B2B Marketing, The Fundamentals" by Really B2B
Marketing Week Live 2017 - "B2B Marketing, The Fundamentals" by Really B2BReally B2B
 
Internet marketing workshop - Webforum 2014
Internet marketing workshop - Webforum 2014Internet marketing workshop - Webforum 2014
Internet marketing workshop - Webforum 2014Dave Chaffey
 
Email marketing trends 2016
Email marketing trends 2016  Email marketing trends 2016
Email marketing trends 2016 Smart Insights
 

Was ist angesagt? (20)

Omnichannel marketing tips and techniques
Omnichannel marketing tips and techniques  Omnichannel marketing tips and techniques
Omnichannel marketing tips and techniques
 
Future proofing your marketing - Dave Chaffey
Future proofing your marketing - Dave ChaffeyFuture proofing your marketing - Dave Chaffey
Future proofing your marketing - Dave Chaffey
 
Using AI for online merchandising
Using AI for online merchandisingUsing AI for online merchandising
Using AI for online merchandising
 
The Evolution of Digital Transformation
The Evolution of Digital TransformationThe Evolution of Digital Transformation
The Evolution of Digital Transformation
 
TFM Martech giants panel - Technology for Marketing visuals
TFM Martech giants panel  - Technology for Marketing visuals TFM Martech giants panel  - Technology for Marketing visuals
TFM Martech giants panel - Technology for Marketing visuals
 
Panel Discussion: Create a 360-degree view of your customers journey to engag...
Panel Discussion: Create a 360-degree view of your customers journey to engag...Panel Discussion: Create a 360-degree view of your customers journey to engag...
Panel Discussion: Create a 360-degree view of your customers journey to engag...
 
Content marketing-roi-dave-chaffey-smart-insights
Content marketing-roi-dave-chaffey-smart-insightsContent marketing-roi-dave-chaffey-smart-insights
Content marketing-roi-dave-chaffey-smart-insights
 
B2B Expo Practical B2B digital marketing trends and techniques
B2B Expo Practical B2B digital marketing trends and techniques B2B Expo Practical B2B digital marketing trends and techniques
B2B Expo Practical B2B digital marketing trends and techniques
 
Top social media trends for 2020 with Matt Navarra
Top social media trends for 2020 with Matt NavarraTop social media trends for 2020 with Matt Navarra
Top social media trends for 2020 with Matt Navarra
 
Future-proofing your AdWords for 2016.
Future-proofing your AdWords for 2016. Future-proofing your AdWords for 2016.
Future-proofing your AdWords for 2016.
 
10 content marketing growth hacks
10 content marketing growth hacks10 content marketing growth hacks
10 content marketing growth hacks
 
Ecommerce Trends 2018
Ecommerce Trends 2018Ecommerce Trends 2018
Ecommerce Trends 2018
 
Digital Marketing Overview - Adaptra
Digital Marketing Overview - AdaptraDigital Marketing Overview - Adaptra
Digital Marketing Overview - Adaptra
 
GDPR Briefing for marketers
GDPR Briefing for marketersGDPR Briefing for marketers
GDPR Briefing for marketers
 
Understanding the Metrics that Drive Real Business Impact
Understanding the Metrics that Drive Real Business ImpactUnderstanding the Metrics that Drive Real Business Impact
Understanding the Metrics that Drive Real Business Impact
 
What do people really search for? How to tackle unclear keyword research topics
What do people really search for? How to tackle unclear keyword research topicsWhat do people really search for? How to tackle unclear keyword research topics
What do people really search for? How to tackle unclear keyword research topics
 
Managing digital marketing in 2017
Managing digital marketing in 2017Managing digital marketing in 2017
Managing digital marketing in 2017
 
Marketing Week Live 2017 - "B2B Marketing, The Fundamentals" by Really B2B
Marketing Week Live 2017 - "B2B Marketing, The Fundamentals" by Really B2BMarketing Week Live 2017 - "B2B Marketing, The Fundamentals" by Really B2B
Marketing Week Live 2017 - "B2B Marketing, The Fundamentals" by Really B2B
 
Internet marketing workshop - Webforum 2014
Internet marketing workshop - Webforum 2014Internet marketing workshop - Webforum 2014
Internet marketing workshop - Webforum 2014
 
Email marketing trends 2016
Email marketing trends 2016  Email marketing trends 2016
Email marketing trends 2016
 

Ähnlich wie 3 ways you're wasting your biddable media budget... and how to fix it!

Making marketing work!
Making marketing work!Making marketing work!
Making marketing work!Browne & Mohan
 
Digital Marketing Strategy Guide
Digital Marketing Strategy GuideDigital Marketing Strategy Guide
Digital Marketing Strategy Guidepixelbuilders
 
Measuring Social Media: Where's the ROI?
Measuring Social Media: Where's the ROI?Measuring Social Media: Where's the ROI?
Measuring Social Media: Where's the ROI?Spiral16
 
Paid social hand book 2017
Paid social hand book 2017Paid social hand book 2017
Paid social hand book 2017Warren Magill
 
Zemanta Native Ads Benchmark Report
Zemanta Native Ads Benchmark ReportZemanta Native Ads Benchmark Report
Zemanta Native Ads Benchmark ReportDavid Herman
 
Digital marketing campaign template
Digital marketing campaign templateDigital marketing campaign template
Digital marketing campaign templateAdCMO
 
Referral marketing best practices for 2014
Referral marketing best practices for 2014Referral marketing best practices for 2014
Referral marketing best practices for 2014Arnas Rackauskas
 
Solve Media-Native Advertising-White Paper
Solve Media-Native Advertising-White PaperSolve Media-Native Advertising-White Paper
Solve Media-Native Advertising-White PaperKwesi Joseph
 
Hisocial review. facebook coupon app
Hisocial review. facebook coupon appHisocial review. facebook coupon app
Hisocial review. facebook coupon appHisocial
 
Using Content Marketing to Generate Demand, Create New Audiences
Using Content Marketing to Generate Demand, Create New AudiencesUsing Content Marketing to Generate Demand, Create New Audiences
Using Content Marketing to Generate Demand, Create New AudiencesContent Marketing Institute
 
Brands as Publishers.pdf
Brands as Publishers.pdfBrands as Publishers.pdf
Brands as Publishers.pdfssuser1cd0ea
 
B2B Lead Generation For Publishers
B2B Lead Generation For PublishersB2B Lead Generation For Publishers
B2B Lead Generation For Publisherskairostcheck
 
Mbs hitting the bulls eye
Mbs hitting the bulls eyeMbs hitting the bulls eye
Mbs hitting the bulls eyeEvgeny Pluzhnik
 
Accenture Social Media PoV - 55m conversations in 55 days
Accenture Social Media PoV - 55m conversations in 55 days Accenture Social Media PoV - 55m conversations in 55 days
Accenture Social Media PoV - 55m conversations in 55 days Mac Karlekar
 
How To - Of Inbound Marketing
How To - Of Inbound MarketingHow To - Of Inbound Marketing
How To - Of Inbound MarketingMarcus Tewksbury
 
Be Where Your Audience Is: Using Conversion- Driven Channels to Move Up the F...
Be Where Your Audience Is: Using Conversion- Driven Channels to Move Up the F...Be Where Your Audience Is: Using Conversion- Driven Channels to Move Up the F...
Be Where Your Audience Is: Using Conversion- Driven Channels to Move Up the F...Tinuiti
 
Digital marketing-campaign-planning-template
Digital marketing-campaign-planning-templateDigital marketing-campaign-planning-template
Digital marketing-campaign-planning-templateEs B
 

Ähnlich wie 3 ways you're wasting your biddable media budget... and how to fix it! (20)

Making marketing work!
Making marketing work!Making marketing work!
Making marketing work!
 
Digital Marketing Strategy Guide
Digital Marketing Strategy GuideDigital Marketing Strategy Guide
Digital Marketing Strategy Guide
 
digital maniacs
digital maniacsdigital maniacs
digital maniacs
 
Stories that scale
Stories that scaleStories that scale
Stories that scale
 
Measuring Social Media: Where's the ROI?
Measuring Social Media: Where's the ROI?Measuring Social Media: Where's the ROI?
Measuring Social Media: Where's the ROI?
 
Paid social hand book 2017
Paid social hand book 2017Paid social hand book 2017
Paid social hand book 2017
 
Zemanta Native Ads Benchmark Report
Zemanta Native Ads Benchmark ReportZemanta Native Ads Benchmark Report
Zemanta Native Ads Benchmark Report
 
Digital marketing campaign template
Digital marketing campaign templateDigital marketing campaign template
Digital marketing campaign template
 
Referral marketing best practices for 2014
Referral marketing best practices for 2014Referral marketing best practices for 2014
Referral marketing best practices for 2014
 
Solve Media-Native Advertising-White Paper
Solve Media-Native Advertising-White PaperSolve Media-Native Advertising-White Paper
Solve Media-Native Advertising-White Paper
 
HOW TO CREATE AN EFFECTIVE IMC STRATEGY.pdf
HOW TO CREATE AN EFFECTIVE IMC STRATEGY.pdfHOW TO CREATE AN EFFECTIVE IMC STRATEGY.pdf
HOW TO CREATE AN EFFECTIVE IMC STRATEGY.pdf
 
Hisocial review. facebook coupon app
Hisocial review. facebook coupon appHisocial review. facebook coupon app
Hisocial review. facebook coupon app
 
Using Content Marketing to Generate Demand, Create New Audiences
Using Content Marketing to Generate Demand, Create New AudiencesUsing Content Marketing to Generate Demand, Create New Audiences
Using Content Marketing to Generate Demand, Create New Audiences
 
Brands as Publishers.pdf
Brands as Publishers.pdfBrands as Publishers.pdf
Brands as Publishers.pdf
 
B2B Lead Generation For Publishers
B2B Lead Generation For PublishersB2B Lead Generation For Publishers
B2B Lead Generation For Publishers
 
Mbs hitting the bulls eye
Mbs hitting the bulls eyeMbs hitting the bulls eye
Mbs hitting the bulls eye
 
Accenture Social Media PoV - 55m conversations in 55 days
Accenture Social Media PoV - 55m conversations in 55 days Accenture Social Media PoV - 55m conversations in 55 days
Accenture Social Media PoV - 55m conversations in 55 days
 
How To - Of Inbound Marketing
How To - Of Inbound MarketingHow To - Of Inbound Marketing
How To - Of Inbound Marketing
 
Be Where Your Audience Is: Using Conversion- Driven Channels to Move Up the F...
Be Where Your Audience Is: Using Conversion- Driven Channels to Move Up the F...Be Where Your Audience Is: Using Conversion- Driven Channels to Move Up the F...
Be Where Your Audience Is: Using Conversion- Driven Channels to Move Up the F...
 
Digital marketing-campaign-planning-template
Digital marketing-campaign-planning-templateDigital marketing-campaign-planning-template
Digital marketing-campaign-planning-template
 

Mehr von Smart Insights

Smart insights and Force 24: The secrets to successful email marketing
Smart insights and Force 24: The secrets to successful email marketingSmart insights and Force 24: The secrets to successful email marketing
Smart insights and Force 24: The secrets to successful email marketingSmart Insights
 
10 omnichannel strategy essentials for 2021
10 omnichannel strategy essentials for 202110 omnichannel strategy essentials for 2021
10 omnichannel strategy essentials for 2021Smart Insights
 
What's new in B2B marketing? 2021 B2B Digital Marketing trends
What's new in B2B marketing? 2021 B2B Digital Marketing trendsWhat's new in B2B marketing? 2021 B2B Digital Marketing trends
What's new in B2B marketing? 2021 B2B Digital Marketing trendsSmart Insights
 
10 recession-beating digital marketing tactics for business growth
10 recession-beating digital marketing tactics for business growth10 recession-beating digital marketing tactics for business growth
10 recession-beating digital marketing tactics for business growthSmart Insights
 
The impact of Covid19 on your digital strategy
The impact of Covid19 on your digital strategyThe impact of Covid19 on your digital strategy
The impact of Covid19 on your digital strategySmart Insights
 
Improve Lead Quality with AI powered call tracking
Improve Lead Quality with AI powered call trackingImprove Lead Quality with AI powered call tracking
Improve Lead Quality with AI powered call trackingSmart Insights
 
7 rockstar tips for growth marketing
7 rockstar tips for growth marketing7 rockstar tips for growth marketing
7 rockstar tips for growth marketingSmart Insights
 
10 strategies for increasing sales with conversion funnels
10 strategies for increasing sales with conversion funnels10 strategies for increasing sales with conversion funnels
10 strategies for increasing sales with conversion funnelsSmart Insights
 
Making the most of customer data platforms
Making the most of customer data platformsMaking the most of customer data platforms
Making the most of customer data platformsSmart Insights
 
6 steps to create a data-driven content strategy
6 steps to create a data-driven content strategy6 steps to create a data-driven content strategy
6 steps to create a data-driven content strategySmart Insights
 
How to maintain vibrancy in your marketing workforce
How to maintain vibrancy in your marketing workforceHow to maintain vibrancy in your marketing workforce
How to maintain vibrancy in your marketing workforceSmart Insights
 
Panel Discussion: Create a 360-degree view of your customers journey to engag...
Panel Discussion: Create a 360-degree view of your customers journey to engag...Panel Discussion: Create a 360-degree view of your customers journey to engag...
Panel Discussion: Create a 360-degree view of your customers journey to engag...Smart Insights
 
33 questions for arketing career prosperity
33 questions for arketing career prosperity   33 questions for arketing career prosperity
33 questions for arketing career prosperity Smart Insights
 

Mehr von Smart Insights (13)

Smart insights and Force 24: The secrets to successful email marketing
Smart insights and Force 24: The secrets to successful email marketingSmart insights and Force 24: The secrets to successful email marketing
Smart insights and Force 24: The secrets to successful email marketing
 
10 omnichannel strategy essentials for 2021
10 omnichannel strategy essentials for 202110 omnichannel strategy essentials for 2021
10 omnichannel strategy essentials for 2021
 
What's new in B2B marketing? 2021 B2B Digital Marketing trends
What's new in B2B marketing? 2021 B2B Digital Marketing trendsWhat's new in B2B marketing? 2021 B2B Digital Marketing trends
What's new in B2B marketing? 2021 B2B Digital Marketing trends
 
10 recession-beating digital marketing tactics for business growth
10 recession-beating digital marketing tactics for business growth10 recession-beating digital marketing tactics for business growth
10 recession-beating digital marketing tactics for business growth
 
The impact of Covid19 on your digital strategy
The impact of Covid19 on your digital strategyThe impact of Covid19 on your digital strategy
The impact of Covid19 on your digital strategy
 
Improve Lead Quality with AI powered call tracking
Improve Lead Quality with AI powered call trackingImprove Lead Quality with AI powered call tracking
Improve Lead Quality with AI powered call tracking
 
7 rockstar tips for growth marketing
7 rockstar tips for growth marketing7 rockstar tips for growth marketing
7 rockstar tips for growth marketing
 
10 strategies for increasing sales with conversion funnels
10 strategies for increasing sales with conversion funnels10 strategies for increasing sales with conversion funnels
10 strategies for increasing sales with conversion funnels
 
Making the most of customer data platforms
Making the most of customer data platformsMaking the most of customer data platforms
Making the most of customer data platforms
 
6 steps to create a data-driven content strategy
6 steps to create a data-driven content strategy6 steps to create a data-driven content strategy
6 steps to create a data-driven content strategy
 
How to maintain vibrancy in your marketing workforce
How to maintain vibrancy in your marketing workforceHow to maintain vibrancy in your marketing workforce
How to maintain vibrancy in your marketing workforce
 
Panel Discussion: Create a 360-degree view of your customers journey to engag...
Panel Discussion: Create a 360-degree view of your customers journey to engag...Panel Discussion: Create a 360-degree view of your customers journey to engag...
Panel Discussion: Create a 360-degree view of your customers journey to engag...
 
33 questions for arketing career prosperity
33 questions for arketing career prosperity   33 questions for arketing career prosperity
33 questions for arketing career prosperity
 

Kürzlich hochgeladen

Common Culture: Paul Willis Symbolic Creativity
Common Culture: Paul Willis Symbolic CreativityCommon Culture: Paul Willis Symbolic Creativity
Common Culture: Paul Willis Symbolic CreativityMonishka Adhikari
 
Fueling A_B experiments with behavioral insights (1).pdf
Fueling A_B experiments with behavioral insights (1).pdfFueling A_B experiments with behavioral insights (1).pdf
Fueling A_B experiments with behavioral insights (1).pdfVWO
 
Research and Discovery Tools for Experimentation - 17 Apr 2024 - v 2.3 (1).pdf
Research and Discovery Tools for Experimentation - 17 Apr 2024 - v 2.3 (1).pdfResearch and Discovery Tools for Experimentation - 17 Apr 2024 - v 2.3 (1).pdf
Research and Discovery Tools for Experimentation - 17 Apr 2024 - v 2.3 (1).pdfVWO
 
Best digital marketing e-book form bignners
Best digital marketing e-book form bignnersBest digital marketing e-book form bignners
Best digital marketing e-book form bignnersmuntasibkhan58
 
Unlocking Passive Income: The Power of Affiliate Marketing
Unlocking Passive Income: The Power of Affiliate MarketingUnlocking Passive Income: The Power of Affiliate Marketing
Unlocking Passive Income: The Power of Affiliate MarketingDaniel
 
A Comprehensive Guide to Technical SEO | Banyanbrain
A Comprehensive Guide to Technical SEO | BanyanbrainA Comprehensive Guide to Technical SEO | Banyanbrain
A Comprehensive Guide to Technical SEO | BanyanbrainBanyanbrain
 
Master the Art of Digital Recruitment in Asia.pdf
Master the Art of Digital Recruitment in Asia.pdfMaster the Art of Digital Recruitment in Asia.pdf
Master the Art of Digital Recruitment in Asia.pdfHigher Education Marketing
 
Codes and Conventions of Film Magazine Covers.pptx
Codes and Conventions of Film Magazine Covers.pptxCodes and Conventions of Film Magazine Covers.pptx
Codes and Conventions of Film Magazine Covers.pptxGeorgeCulica
 
Exploring Web 3.0 Growth marketing: Navigating the Future of the Internet
Exploring Web 3.0 Growth marketing: Navigating the Future of the InternetExploring Web 3.0 Growth marketing: Navigating the Future of the Internet
Exploring Web 3.0 Growth marketing: Navigating the Future of the Internetnehapardhi711
 
When to use Machine Learning Models in SEO and Which ones to use - Lazarina S...
When to use Machine Learning Models in SEO and Which ones to use - Lazarina S...When to use Machine Learning Models in SEO and Which ones to use - Lazarina S...
When to use Machine Learning Models in SEO and Which ones to use - Lazarina S...LazarinaStoyanova
 
2024's Top PPC Tactics: Triple Your Google Ads Local Leads
2024's Top PPC Tactics: Triple Your Google Ads Local Leads2024's Top PPC Tactics: Triple Your Google Ads Local Leads
2024's Top PPC Tactics: Triple Your Google Ads Local LeadsSearch Engine Journal
 
Infographics about SEO strategies and uses
Infographics about SEO strategies and usesInfographics about SEO strategies and uses
Infographics about SEO strategies and usesbhavanirupeshmoksha
 
Influencer Marketing Power point presentation
Influencer Marketing  Power point presentationInfluencer Marketing  Power point presentation
Influencer Marketing Power point presentationdgtivemarketingagenc
 
The power of SEO-driven market intelligence
The power of SEO-driven market intelligenceThe power of SEO-driven market intelligence
The power of SEO-driven market intelligenceHinde Lamrani
 
McDonald's: A Journey Through Time (PPT)
McDonald's: A Journey Through Time (PPT)McDonald's: A Journey Through Time (PPT)
McDonald's: A Journey Through Time (PPT)DEVARAJV16
 
(Generative) AI & Marketing: - Out of the Hype - Empowering the Marketing M...
(Generative) AI & Marketing: - Out of the Hype - Empowering the Marketing M...(Generative) AI & Marketing: - Out of the Hype - Empowering the Marketing M...
(Generative) AI & Marketing: - Out of the Hype - Empowering the Marketing M...Hugues Rey
 
Understanding the Affiliate Marketing Channel; the short guide
Understanding the Affiliate Marketing Channel; the short guideUnderstanding the Affiliate Marketing Channel; the short guide
Understanding the Affiliate Marketing Channel; the short guidePartnercademy
 
Prezentare Brandfluence 2023 - Social Media Trends
Prezentare Brandfluence 2023 - Social Media TrendsPrezentare Brandfluence 2023 - Social Media Trends
Prezentare Brandfluence 2023 - Social Media TrendsCristian Manafu
 
Miss Immigrant USA Activity Pageant Program.pdf
Miss Immigrant USA Activity Pageant Program.pdfMiss Immigrant USA Activity Pageant Program.pdf
Miss Immigrant USA Activity Pageant Program.pdfMagdalena Kulisz
 
SEO and Digital PR - How to Connect Your Teams to Maximise Success
SEO and Digital PR - How to Connect Your Teams to Maximise SuccessSEO and Digital PR - How to Connect Your Teams to Maximise Success
SEO and Digital PR - How to Connect Your Teams to Maximise SuccessLiv Day
 

Kürzlich hochgeladen (20)

Common Culture: Paul Willis Symbolic Creativity
Common Culture: Paul Willis Symbolic CreativityCommon Culture: Paul Willis Symbolic Creativity
Common Culture: Paul Willis Symbolic Creativity
 
Fueling A_B experiments with behavioral insights (1).pdf
Fueling A_B experiments with behavioral insights (1).pdfFueling A_B experiments with behavioral insights (1).pdf
Fueling A_B experiments with behavioral insights (1).pdf
 
Research and Discovery Tools for Experimentation - 17 Apr 2024 - v 2.3 (1).pdf
Research and Discovery Tools for Experimentation - 17 Apr 2024 - v 2.3 (1).pdfResearch and Discovery Tools for Experimentation - 17 Apr 2024 - v 2.3 (1).pdf
Research and Discovery Tools for Experimentation - 17 Apr 2024 - v 2.3 (1).pdf
 
Best digital marketing e-book form bignners
Best digital marketing e-book form bignnersBest digital marketing e-book form bignners
Best digital marketing e-book form bignners
 
Unlocking Passive Income: The Power of Affiliate Marketing
Unlocking Passive Income: The Power of Affiliate MarketingUnlocking Passive Income: The Power of Affiliate Marketing
Unlocking Passive Income: The Power of Affiliate Marketing
 
A Comprehensive Guide to Technical SEO | Banyanbrain
A Comprehensive Guide to Technical SEO | BanyanbrainA Comprehensive Guide to Technical SEO | Banyanbrain
A Comprehensive Guide to Technical SEO | Banyanbrain
 
Master the Art of Digital Recruitment in Asia.pdf
Master the Art of Digital Recruitment in Asia.pdfMaster the Art of Digital Recruitment in Asia.pdf
Master the Art of Digital Recruitment in Asia.pdf
 
Codes and Conventions of Film Magazine Covers.pptx
Codes and Conventions of Film Magazine Covers.pptxCodes and Conventions of Film Magazine Covers.pptx
Codes and Conventions of Film Magazine Covers.pptx
 
Exploring Web 3.0 Growth marketing: Navigating the Future of the Internet
Exploring Web 3.0 Growth marketing: Navigating the Future of the InternetExploring Web 3.0 Growth marketing: Navigating the Future of the Internet
Exploring Web 3.0 Growth marketing: Navigating the Future of the Internet
 
When to use Machine Learning Models in SEO and Which ones to use - Lazarina S...
When to use Machine Learning Models in SEO and Which ones to use - Lazarina S...When to use Machine Learning Models in SEO and Which ones to use - Lazarina S...
When to use Machine Learning Models in SEO and Which ones to use - Lazarina S...
 
2024's Top PPC Tactics: Triple Your Google Ads Local Leads
2024's Top PPC Tactics: Triple Your Google Ads Local Leads2024's Top PPC Tactics: Triple Your Google Ads Local Leads
2024's Top PPC Tactics: Triple Your Google Ads Local Leads
 
Infographics about SEO strategies and uses
Infographics about SEO strategies and usesInfographics about SEO strategies and uses
Infographics about SEO strategies and uses
 
Influencer Marketing Power point presentation
Influencer Marketing  Power point presentationInfluencer Marketing  Power point presentation
Influencer Marketing Power point presentation
 
The power of SEO-driven market intelligence
The power of SEO-driven market intelligenceThe power of SEO-driven market intelligence
The power of SEO-driven market intelligence
 
McDonald's: A Journey Through Time (PPT)
McDonald's: A Journey Through Time (PPT)McDonald's: A Journey Through Time (PPT)
McDonald's: A Journey Through Time (PPT)
 
(Generative) AI & Marketing: - Out of the Hype - Empowering the Marketing M...
(Generative) AI & Marketing: - Out of the Hype - Empowering the Marketing M...(Generative) AI & Marketing: - Out of the Hype - Empowering the Marketing M...
(Generative) AI & Marketing: - Out of the Hype - Empowering the Marketing M...
 
Understanding the Affiliate Marketing Channel; the short guide
Understanding the Affiliate Marketing Channel; the short guideUnderstanding the Affiliate Marketing Channel; the short guide
Understanding the Affiliate Marketing Channel; the short guide
 
Prezentare Brandfluence 2023 - Social Media Trends
Prezentare Brandfluence 2023 - Social Media TrendsPrezentare Brandfluence 2023 - Social Media Trends
Prezentare Brandfluence 2023 - Social Media Trends
 
Miss Immigrant USA Activity Pageant Program.pdf
Miss Immigrant USA Activity Pageant Program.pdfMiss Immigrant USA Activity Pageant Program.pdf
Miss Immigrant USA Activity Pageant Program.pdf
 
SEO and Digital PR - How to Connect Your Teams to Maximise Success
SEO and Digital PR - How to Connect Your Teams to Maximise SuccessSEO and Digital PR - How to Connect Your Teams to Maximise Success
SEO and Digital PR - How to Connect Your Teams to Maximise Success
 

3 ways you're wasting your biddable media budget... and how to fix it!

  • 1. 1<Paste partner logo here via View, Master> 3 ways you’re wasting your biddable media budget….and how to fix it! Sarah Barker Head of BiddableMedia, Stickyeyes @Stickyeyes Sarah Barker
  • 2.
  • 4. A quick intro… Sarah Barker • Head of Biddable Media. • This team covers Paid Search and Paid Social, but works closely alongside our Programmatic and Organic teams. • Working across a range of clients, most notably in Retail, Finance and Gaming sectors. • My job is to help develop overarching, innovative strategies to help clients get the most bang for their buck.
  • 5. Ingredients for Biddable Success AUDIENCE CHANNELS MEASURES+ +
  • 6. 6<Paste partner logo here via View, Master> 1. Audience
  • 7. The Goldilocks Problem Understanding our target audience is vital for any successful biddable media strategy – after all, our audience should be at the heart and centre of what we do. However, we often find that brands that come to work with us either have little understanding of their audience, or have a much too refined and niche view.
  • 8. What happens when it’s too big? Many brands often have little understanding of their target audience and therefore are targeting too broadly. This means wasted budget on users who are unlikely to ever take our desired action. We most often see this across Paid Search, where the keyword is still king, and marketers aren’t making use of Google or Bing’s robust audience targeting features.
  • 9. Financial Services Example THEIR AUDIENCE WHO THEY TARGETED THE ISSUE As they were a supermarket who offered financial services, their audience was deemed to be anyone who shopped at the supermarket – that’s a lot of people! Given there was no granular understanding of who this audience was, they had no level of audience targeting across paid search activity. Where budget was limited, daily caps would often be reached. But we could not guarantee that budget was spent on the right people.
  • 10. What happens when it’s too small? When defining our target audience, it’s all too easy to become too specific. This could leave us with a tiny group of users to target, and ignores others who could be crucial to our business. This usually happens across paid social channels, where brands develop preconceived ideas of who their audience is and is reluctant to target outside of this. However, this is the bi-product of inflating CPCs and reducing the impact of the platform algorithm.
  • 11. Abercrombieand FitchExample THEIR AUDIENCE WHO THEY TARGETED THE ISSUE Famously, A&F saw their audience as young, attractive, slim potential customers. Even down to their sizing, their audience wasn’t inclusive, as they didn’t go up to large and used only young attractive models. This means that they were excluding a huge potential audience for vanity reasons. Plus, their target audience was perhaps more aspirational than realistic, restricting traction.
  • 12. Profiling Methods We Use PRIMARY RESEARCH SECOND PARTY DATA THIRD PARTY TOOLS PROPRIETARY TOOLS PINPOINTQUESTIONAIRES EXISTING RESEARCH ANALYTICS FOCUS GROUPS OBSERVATION INTERVIEWS FACEBOOK GWI YOUGOV MOSAIC BRANDWATCH FOLLOWERWONK MOMENTS AMP CONNECTIONS CUBE RARE
  • 13. Audience Profiles ACTIVITIES & INTERESTS Analyse the types of activities that your target users are engaged with whilst online on a frequent basis, this helps us to further establish what they look like as a rounded person – even if it doesn’t directly correlate with your brand! VALUES This is a key element that helps us to understand people’s motivators and why they build relationships with brands. By connecting with likeminded users, we maximise the impact of our ads and content. DEMOGRAPHICS If core to your business, we’d also recommend outlining demographics. However, it’s best to keep these relatively top line to avoid stereotyping and ignoring potential customers. BEHAVIOUR How does your audience behave online and what is their typical conversion path? Can we break it down into certain key targetable moments? The 4 key areas we must understand in order to have a complete picture of our target audience that can be leveraged holistically across channels.
  • 14. Targeting Available DEMOGRAPHIC /FINANCIAL Google Bing Facebook LinkedIn Twitter INTEREST/AFFINITY Google Facebook Facebook LinkedIn Twitter IN MARKET Google Bing BEHAVIOUR Facebook Twitter CONNECTIONS Facebook LinkedIn Twitter EVENTS Google Facebook PROFESSIONAL Bing Facebook LinkedIn REMARKETING LISTS Google Bing Facebook LinkedIn Twitter SIMILAR USERS Google Facebook LinkedIn Twitter
  • 15. Brand Competitor Head Term Generic Long Tail Generic Brand Plus Demographic s Affinity In Market Previous Customer Similar Audience Age Gender Location Parental Status Apparel Vehicles Beauty Products Electronics Home Insurance Finance / Loans UK / EU Trips Used Cars Value Engagement Frequency LTV Value Engagement Frequency LTV Paid Search Example. KEYWORD FOCUS INTEGRATED APPROACH AUDIENCE CENTRIC APPROACH HEAD TERM GENERIC LONG TAIL GENERIC COMPETITORS BRAND PLUS BRAND
  • 16. Paid Social Example The core audience strategy filters down into the social structure with a campaign for each targeting type, reflecting a stage in the user journey. CORE AUDIENCE STRATEG Y DEMOGRAPH IC SIMILAR USERS SIMILAR USERS REMARKETIN G AGE GENDER LOOKALIKES 1% LOOKALIKES 3% LOOKALIKES 5% VIEW / ADD LAST 7 VIEW / ADD LAST 30 LOWER INTENT HIGHER INTENT LOOKALIKES 7% LOOKALIKES 9% VIEW / ADD LAST 100 SIMILAR BRANDS RELEVANT INTERESTS LOCATION RELATIONSHIP
  • 17. Audiences Againstthe Funnel. High Volume High ROI Lower Volume Low ROI
  • 18. The impact it has. Understanding where the users are within the conversion journey. Cost Interactions required to apply. Higher Higher SIMILAR USERS INTEREST/AFFINITY IN MARKET DEMOGRAPHICS ONLY NO AUDIENCE REMARKET
  • 19. 19<Paste partner logo here via View, Master> 2. Channels
  • 20. The Silo Problem Whilst a single view of audience targeting helps to unite biddable channels, channels operating in a silo approach from their organic counterpart leads to overlap and conflict and ultimately wasted spend. PPC SEO PAID SOCIAL ORGANIC SOCIAL
  • 21. In the view below, PPC is likely to be redirecting ‘free’ organic traffic through a paid ad. This inflates overall costs unnecessarily. PPC / SEO Cannibalisation
  • 22. Equilibrium PAUSE KEYWORDS ACTIVATE KEYWORDS When we rank position 1 organically and there is no search competition and shopping results are not displayed. When we either don’t rank position 1 organically or there are search competitors present or shopping results are displayed.
  • 23. One Search M1 M2 M3 M4 M5 M6 M7 M8 M9 M10 M11 M12 Drivingoverallsearchefficiency Paid Investment Organic Investment Overall Performance
  • 24. Paid Social v Organic Social PAID PAIDORGANIC ORGANIC Unless you’re using negative audience lists, your paid and organic social audiences are likely to be similar. It is therefore important to ensure a consistent tone of voice, or risk wasting budget on mixed messages.
  • 25. One Social UNDERSTAND WHO WE TARGET SHARE CREATIVE LEVERAGE SIMILAR INFLUENCERS Consider whether we want existing, engaged followers to be included in Paid targeting. Will this cause conflict, or will they complement each other? Where possible, consider what creative could be used across both. But perhaps with different cuts or variations to suit each medium. It is now possible to push influencer organic posts as paid ads. This makes the budget you used for organic influencer activity work that little bit harder.
  • 26. 26<Paste partner logo here via View, Master> 3. Measurement
  • 27. The Attribution Problem Traditional last click measurement attributes all credit to a single touchpoint, and leads to favouritism of the latter part of the journey. 3rd BRAND PPC GENERIC SEARCH FULL CREDIT FACEBOOK AWARENESS 4th GMAIL 5th SHOPPING 6th FACEBOOK REMARKETING NO CREDIT 2nd YOUTUBE 1st NO CREDITNO CREDIT NO CREDIT NO CREDIT NO CREDIT
  • 28. What this leads to…SPEND CONTRIBUTION TO GROWTH BRAND PPC FACEBOOK REMARKETING SHOPPING GMAIL GENERIC SEARCH YOUTUBE FACEBOOK AWARENESS High HighLow
  • 30. A Fairer View Develop an understanding of the contribution and cost of each touchpoint in the journey for fairer credit and an understanding of overall CPA. YOUTUBE £1.20 3rd BRAND PPC GENERIC SEARCH £0.20 FACEBOOK AWARENESS 4th GMAIL 5th SHOPPING 6th FACEBOOK REMARKETING £0.40 2nd 1st £0.35 £1.00 £0.50 £0.60 Cost per acquisition based on all digital touchpoints: £4.25
  • 31. What this leads to… SPEND CONTRIBUTION TO GROWTH BRAND PPC FACEBOOK REMARKETING SHOPPING GMAIL GENERIC SEARCH YOUTUBE FACEBOOK AWARENESS High HighLow
  • 33. Variable Targets It is vital to have an understanding of whether a customer is new. Acquisition of new customers will naturally have a higher cost association. But these customers are crucial to business health. Therefore, this should be factored into variable targets. SPEND CPATARGET ACQUISITION ACQUISITION NURTURE NURTURE High Low High Low 60% 40% £40 £25
  • 34. Test budget isn’t budget wasted! Once our activity reaches a place of comfort, we are often led into thinking that we can maintain a static approach and avoid the risk of budget wastage. However, the marketing landscape is always changing, and therefore this approach will lead us to fall behind. Smarter use of spend therefore allocates specific test budgets to help answer key marketing questions. What are my most profitable generics at scale? What is the incrementalism of my Facebook campaigns? Can we successfully leverage new ad formats? Are YouTube viewers likely to come back through brand? What type of message generates the highest ad recall?
  • 35. Want more insight? Download our free whitepapers and sector reports at: https://www.stickyeyes.com/resources/ Subscribe to our YouTube Channel to catch our new video series. Sign up to our emails to be the first to receive new digital insights.
  • 36. 36<Paste partner logo here via View, Master> Any Questions? Please ask questions via the questions tab