Evolve Your Digital Advertising Strategy: Top Tips for Success in 2016
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Marketo's Mike Tomita and Ray Coppinger outline how you can optimise your digital campaigns to make the most out of your advertising budget.
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Evolve Your Digital Advertising Strategy: Top Tips for Success in 2016
- 1. Evolve Your Digital Advertising Strategy: Top tips for success in 2016 November, 2015 Mike Tomita Sr. Manager, Online Marketing Ray Coppinger Sr. Manager, Online Marketing EMEA
- 2. Housekeeping Questions Please use the chat window to ask questions during the webinar. Slides & Recording Today’s Twitter #MKTGNation @marketo Recording We’ll send you an email to view and share the recording later today and a link to The Definitive Guide to Digital Advertising
- 3. Page 3© Marketo, Inc. 11/12/2015 Today’s Agenda • Digital Advertising in 2015 • Defining Your Digital Advertising Strategy • Selecting Your Channels • Targeting and Optimisation • Tracking and Reporting • Q/A
- 4. Digital Advertising in 2015
- 5. Page 5© Marketo, Inc. 11/12/2015 Digital Advertising Is Evolving… Fast 1994
- 6. Page 6© Marketo, Inc. 11/12/2015 Digital Advertising Is Evolving… Fast 2000
- 7. Page 7© Marketo, Inc. 11/12/2015 Digital Advertising Is Evolving… Fast 2007
- 8. Page 8© Marketo, Inc. 11/12/2015 Digital Advertising Is Evolving… Fast 2010 2011 2013 2015
- 9. Page 9© Marketo, Inc. 11/12/2015
- 10. Page 10© Marketo, Inc. 11/12/2015
- 11. Page 11© Marketo, Inc. 11/12/2015 Measurable and Attributable €
- 12. Page 12© Marketo, Inc. 11/12/2015
- 13. Page 13© Marketo, Inc. 11/12/2015
- 14. Page 14© Marketo, Inc. 11/12/2015
- 15. Page 15© Marketo, Inc. 11/12/2015
- 16. Page 16© Marketo, Inc. 11/12/2015
- 17. Page 17© Marketo, Inc. 11/12/2015
- 18. Page 18© Marketo, Inc. 11/12/2015
- 19. Define Your Digital Advertising Strategy
- 20. Page 20© Marketo, Inc. 11/12/2015 Strategy is critical in Digital Advertising
- 21. Page 21© Marketo, Inc. 11/12/2015 Step 1: Analyse the Market 1. Who is most likely to purchase your product? 2. How much of that market is interested in your product? 3. Are their other companies selling similar products? 4. What do your competitor’s advertising strategies look like?
- 22. Page 22© Marketo, Inc. 11/12/2015 Step 2: What are you already doing? Your Digital Advertising What? Who?How? What are you currently doing for digital advertising? Who is running your digital ad strategy? And is your digital ad strategy aligned? How is it performing? How are you measuring success? PPC? Display Agency In-house? Baseline? KPI?
- 23. Page 23© Marketo, Inc. 11/12/2015 Step 3: What are your Advertising Goals? Customer Acquisition Customer Nurturing Branding Loyalty, Cross-Sell, Upsell All of the above
- 24. Page 24© Marketo, Inc. 11/12/2015 Step 4: Audience Development and Personas • Background? • Main Sources of Information? • Main Online Channel Preference? • Pain Points? • Preferred Content Medium?
- 25. Page 25© Marketo, Inc. 11/12/2015 Step 5: Build Your Team • With limited resources, consider the following roles: • Creative Services • Paid Search • With a larger team, it’s a good idea to make sure that the following responsibilities are covered: • Data Analysis • Social Media Advertising • Video Production
- 26. Page 26© Marketo, Inc. 11/12/2015 Step 5: Build Your Team Some teams may need to outsource some of its responsibilities to an outside agency. Some important things to consider are as follow: • Industry expertise • Shared vision • Similar background • Proven Track Record
- 28. Page 28© Marketo, Inc. 11/12/2015 Find Your Audience
- 29. Page 29© Marketo, Inc. 11/12/2015 Which Social Networks?
- 30. Page 30© Marketo, Inc. 11/12/2015 Mobile Ads and Messages
- 31. Page 31© Marketo, Inc. 11/12/2015 Coordinate Across Channels Ad: Flights from Houston to Dublin Interests: Travel Location: Huston, TX Age: 25-35 Activity: Site visit – Ireland Hotels
- 32. Page 32© Marketo, Inc. 11/12/2015 Selecting Your Channels • Find your audience • Start broad with your targeting • Coordinate across channels • Evaluate based on your goals • Test, test, test…
- 34. Page 34© Marketo, Inc. 11/12/2015 “Data-driven personalisation is today’s handwritten note.” Stacy Huggins, VP Marketing, Tamara Mellon
- 35. Page 35© Marketo, Inc. 11/12/2015 Segmentation – So many ways!! Demographic Firmographic Behavioral Interests Geographic location Male, 35-44, Single Marketo, Marketing Photography, F1, Food San Jose, CA Reads Forbes, Mashable
- 36. Page 36© Marketo, Inc. 11/12/2015 Good Segmentation = Personalised Content
- 37. Page 37© Marketo, Inc. 11/12/2015 Testing
- 38. Page 38© Marketo, Inc. 11/12/2015 Ad Testing – things you can test
- 39. Page 39© Marketo, Inc. 11/12/2015 Ad Testing – Marketo Examples VS Design Ad Copy .62% CTR VS .49% CTR 1.56% CTR1.33% CTR
- 40. Page 40© Marketo, Inc. 11/12/2015 Testing is great but what next?
- 41. Page 41© Marketo, Inc. 11/12/2015 Iterative Testing Finds Ultimate Winner Text + Image A Text + Image B New Text + Image B .112% CTR .608% CTR .641% CTR
- 42. Page 42© Marketo, Inc. 11/12/2015 Main Takeaways so far Segmentation Personalised Ads Ad Testing
- 44. Page 44© Marketo, Inc. 11/12/2015 Measure Based On Campaign Goals . Branding Impressions Clicks CTRs VTRs Engagement Acquisition Impressions Clicks Conversion rates ROAS Loyalty/Cross – Sell, Upsell Engagement Upgrades Repeat Business Pipeline generated Nurture/Lifetime Value Increase in lead scores Engaging with more content Repeat purchases
- 45. Google Registered for Analytics Webinar DOWNLOADED CONTENT ON FACEBOOK Attended “Top 10 Marketing Reports” Webinar ATTENDED WEBINAR Opportunity/ Sales Single Touch Attribution 3 months €100K €100K
- 46. GOOGLE KEYWORD SEARCH Connected with Sales Rep Multi Touch Attribution 3 months €25K €25K €100K €25K€25K LINKEDIN POST FACEBOOK AD EVENT
- 47. Measuring Your Program Performance Channels First Touch (FT) Revenue Facebook €410,000 LinkedIn €320,000 PPC €625,000
- 48. Measuring Your Program Performance Page FT Revenue MT Revenue Facebook €410,000 €500,000 LinkedIn €320,000 €553,000 PPC €625,000 €117,000
- 49. Page FT Revenue MT Revenue FaceBook €410,000 €500,000 LinkedIn €320,000 €553,000 PPC €625,000 €117,000 More efficient at pushing leads through funnel More efficient at acquiring the right leads
- 50. Page 50© Marketo, Inc. 11/12/2015 Allocate Your Budget
- 51. Page 51© Marketo, Inc. 11/12/2015 Conclusion • We have more options than ever – try them all • Start simple and expand when you’re ready • Personalise your ads to cut through the noise • Coordinate across channels and devices • Some things never change • Test, measure, optimise, repeat
- 52. Page 52© Marketo, Inc. 11/12/2015 Q/A
- 53. Thank You for Joining. We will email the recording and slides to you later today
Hinweis der Redaktion
- 1994 – The first banner ad. So it begins.
- 2000 - Google Adwords is launched This little product is the money machine that made Google what it is today
- In 2007 another innovation changed digital advertising – the first iPhone Arguably this kicked off the mobile marketing revolution It absolutely contributed to the adoption of social media which opened the doors to new, highly targeted advertising opportunities
- We do need to keep in mind that advertising on these platforms is still a relatively new addition It’s only been about 5 years since Twitter first launched a paid advertising option Pinterest just this year made promoted pins an affordable and viable option for most advertisers
- Today we have more options than ever
- Better Targeting In the old days targeting was pretty limited, most confined to pixel based tracking to retarget website visitors Now we can get much more granular with our targeting We can look at demographics and firmographics, interests, provided data, devices, and behavior
- By including Marketing Automation you can truly get the most out of your digital advertising Attribution by Channel, Campaign, down to Creative or Keyword Contribution to sales, pipeline, and lifetime customer value Ability to nurture leads down the sales funnel
- Along with more platforms to advertise on comes more types of ads as well So many more ad channels comes with a dark side though – A LOT MORE NOISE Your audience is also getting better at ignoring ads – especially those not targeted to their interests
- Along with more platforms to advertise on comes more types of ads as well So many more ad channels comes with a dark side though – A LOT MORE NOISE Your audience is also getting better at ignoring ads – especially those not targeted to their interests
- Along with more platforms to advertise on comes more types of ads as well So many more ad channels comes with a dark side though – A LOT MORE NOISE Your audience is also getting better at ignoring ads – especially those not targeted to their interests
- Along with more platforms to advertise on comes more types of ads as well So many more ad channels comes with a dark side though – A LOT MORE NOISE Your audience is also getting better at ignoring ads – especially those not targeted to their interests
- Along with more platforms to advertise on comes more types of ads as well So many more ad channels comes with a dark side though – A LOT MORE NOISE Your audience is also getting better at ignoring ads – especially those not targeted to their interests
- Along with more platforms to advertise on comes more types of ads as well So many more ad channels comes with a dark side though – A LOT MORE NOISE Your audience is also getting better at ignoring ads – especially those not targeted to their interests
- Along with more platforms to advertise on comes more types of ads as well So many more ad channels comes with a dark side though – A LOT MORE NOISE Your audience is also getting better at ignoring ads – especially those not targeted to their interests
- Find out where your target audience spends their time and where they go to find what they need Once you identify where they are you can decide what ads will work best to reach them Most channels CAN work for any of your goals, but you’ll probably find that some work better for acquisition than nurturing for example The only way to know for certain is to test them out.
- ** Socialbakers study on which social networks marketers are advertising on According to Adweek, marketers intend on increasing their social media ad spend by 70% in the next year. Better to use them all, than just 1 Don’t take yourself too seriously. Focus on valuable content and solid offers. Utilize platform targeting for the biggest impact. Always add value. Always test your ads and content on each platform.
- Many of the ad types described in the prior pages can be shown on mobile. But here is a simple chart to help you break down mobile ads
- She might not see it on Facebook, but it might catch her eye on LinkedIn, or Google, or Twitter, or YouTube
- Mike went over the various channels you can select to advertise on and now I would like to go over ways to segment your audience in those channels. Many channels offer native targeting and segmenting options these days. You can segment by demographics Demographics – Age, Income Gender Firmographic – Size of the company, vertical – (govt, private, healthcare) Behavioral targeting – the pages they have interacted with on your site (product A, B) Interests – Marketing, Finance etc Geo Location – Marketing Automation – another new way to segment the data in your database (CEO’s vs Marketing Functions) As a customer you get excited when you know that the ads you are seeing are really tailored based on your actions and interests because it is relevant information.
- Mike went over the various channels you can select to advertise on and now I would like to go over ways to segment your audience in those channels. Many channels offer native targeting and segmenting options these days. You can segment by demographics Demographics – Age, Income Gender Firmographic – Size of the company, vertical – (govt, private, healthcare) Behavioral targeting – the pages they have interacted with on your site (product A, B) Interests – Marketing, Finance etc Geo Location – Marketing Automation – another new way to segment the data in your database (CEO’s vs Marketing Functions) As a customer you get excited when you know that the ads you are seeing are really tailored based on your actions and interests because it is relevant information.
- Once you have your audience well segmented, you can start to build personalized content for that audience. Segments will dictate messaging and content you show Here is an example of my FB feed Some of these sites are showing me ads because I have visited them, others are based on my interests. There is a big Indian festival coming up and I am looking to buy and indian outfit to these ads are very relevant to me and the chances I will click on these will be a lot higher. In the same way once you have segmented your audience you might want to have a different message for someone in the sports industry vs finance industry and a teenager vs a parent. Again, good segmentation will help you create relevant content.
- TESTING IS HARD So you’ve done a great job with your segmentation, created some really good personalized ads but unfortunately your job as an online marketer doesn’t stop there. A big part of running online campaigns is to perform tests so you can keep increasing your clicks and conversions and make your dollars go further. BUT testing can be intimidating. Most people always wonder what can they test and how can they get started? Here are some quick tips on what you can test
- Images, Call to Actions – Download vs Submit, Headlines – long vs short, questions vs statement, Ad Copy, Ad Sizes and placement, Time of the Day, Day of the week, gadgets and Elements on the landing pages. Don’t forget to also test different channels, some audience might interact more with you on LI vs FB vs Google. This is not a complete list, the main thing is to start small and then keep building on it
- Here are some real life examples that I have used in my own campaigns – here we tested image of an asset vs people Then there is some ad copy testing So you got excited about testing, have implemented some tests or are already testing things in your campaigns but hopefully you are not like the folks in my next slides on your don’t just stop at implementation.
- So let’s be honest, how many of you have launched a test and then forgotten all about it? I know I have. It is not only important to launch test, but document the test, its results, analyze the results and implement changes, repeat and continue optimization. Documentation is key since you can go back and tie highs and lows in a campaign to changes you made while testing
- Here is an example of an iterative test we recently did. Have some benchmarks that you are going after so you know when you can stop testing.
- Before I move on to the next topic I would like to summarize what we have done so far – we talked about segmentation and why its imp > good segment will lead to better personalized content and ads > once you have created your ads launch TESTs to get more clicks and conversions. Getting more for the same amount of money you spend will resonate well with your Boss.
- Now moving on to the most important part for anyone running online campaigns. Measuring the success of your campaigns. What you measure will really depend on the goals of your campaigns.
- Once you have your goals, you need to figure out which programs are help you achieve those goals. You know your campaign now how to give credit to each program. In this eg, a person finds your comapny9 using a google keyword search so when that person gets into your data and finally connects with a sales person all the credit goes to that program that the person interacted with (Google). The other programs that help keep the person engaged in your company and push the persons journey along are not given any credit
- In a Multi Touch Attribution, you give all the programs equal weight for bringing in the person and pushing them along the buying circle.
- I think it is important to have a holistic view of all your programs and how they help generate pipeline. In this Chart. PPC is the best at acquiring the right leads, and if you look at Linkedin’s first touch numbers you might not want to continue spending money there but if you look at the MT revneue numbers then you realize that it is most effective at keeping leads engaged and pushing them closer to the sale. Important to have a holistic view of all of your channels
- I thik it is important to have a holistic view of all your programs and how they help bring in sales. In this Chart. PPC is the best at acquiring the right leads, and if you look at Linkedin’s first touch numbers you might not want to continue spending money there but if you look at the MT revneue numbers then you realize that it is most effective at keeping leads engaged and pushing them closer to the sale. Important to have a holistic view of all of your channels
- In this Chart. PPC is the best at acquiring the right leads, and if you look at Linkedin’s first touch numbers you might not want to continue spending money there but if you look at the MT revenue numbers then you realize that it is most effective at keeping leads engaged and pushing them closer to the sale. If you didn’t have this view you would probably shut down LI which is a key channel in keeping people engaged.
- Now that you have a more holistic view of how all your campaigns are performing you can more easily allocate budgets to different campaigns based on how they are performing and what is most important to your company.