7. Agenda
1. Wolfgang News
2. Now & Next in Paid
Search
3. The Evolution of Display
4. Visual Content
5. The UGC Social Sweet
Spot
6. Customer-Centric SEO
7. Hangin Out With Rand
8. 5 Actionable
Takeaways
9. Q&A
10. Last Person Standing
Quiz
11. Bath Time
19. 1. Best Agency
2. Best Search - UNICEF
3. Best Search - Iclothing
4. Best Retail - Iclothing
5. Best Travel – Camino
Ways
6. Big Data
7. Best Company
26. Now & Next in Paid Search
• Brendan Almack
• Ciaran Murphy
• Rob Beirne
27. How Many Adwords Innovations in
Q3 2014?
1. Product ratings on Google Shopping
2. New shipping configuration tool available in
Google Merchant Center
3. Search Network with Display Select
4. New Shopping Campaigns Upgrade Tool
5. Close variant matching for all exact and phrase
keywords
6. Introducing Website Call Conversions
7. Using Google Search and YouTube to Promote
Your App
8. Product Listing Ads become Google Shopping
9. New display ads formats for a multi-screen world
10. Google Shopping: automatic item updates
11. Estimated cross-device conversions, now
available for display
12. A simpler way to manage your business locations
in AdWords
13. Scale your Shopping campaigns with bulk uploads
and AdWords Editor
14. Advertising on your schedule with AdWords
Express
15. Introducing Dynamic Sitelinks
16. Making it easier to build rich and engaging mobile
ads for the Google Display Network
17. Call out Extensions
18. Product Listing Ads now on search network
19. New look mobile search ads
20. Local inventory ads expand to more countries and
formats
21. Announcing Ad customiser
28. Now & Next in Paid Search
• Brendan Almack
• Ciaran Murphy
• Rob Beirne
60. 80-90% of downloaded apps are used only
once.
Source: http://www.digitaltrends.com/mobile/16-percent-of-mobile-userstry-out-a-buggy-app-more-than-twice/
70. How do you connect with consumers when they
aren’t necessarily searching for you?
71. There’s a solution available for every stage of the
funnel
Awareness
Consideration
Purchase
Advocacy
Demographics Affinity (TV) Audiences
In-Market Audiences Similar Audiences
Remarketing:
- Standard
- Dynamic
73. Lightbox with multi-video Launched
Use case
Videos (2-5)
Logo
Background image
CTA Buttons (optional)
Assets
Showcase your brand
commercials in one User
experience
74. Lightbox with video + image Launched
Use case
Video
Images
Assets
Showcase your product
images and video
commercial
75. Lightbox with video + mapsIn BETA
Use case
Video
Logo
Maps feed
Assets
Showcase your brand
commercial and show
the nearby stores
Tap map to open locations
76. Lightbox with images + mapsLaunching Nov-Q4
Use case
Images
Logo
Maps feed
Assets
Showcase your brand’s
image gallery and show
nearby stores
Swipe image to view more
In BETA
77. It’s hard to stay top of mind when half your budget
is wasted on ads that are never seen
54%
$22Bin wasted advertising
of display ads are never seen leading to
78. With Viewable Impressions, you can reach your
target audience with zero wasted brand spend
On screen
Pay for impression
Not on screen
Do not pay for impression
80. Travel Industry Example:
Camino Ways
Journey Paths to
purchase can be very
long and complex
Average length of
purchase journey is 24
days
Users will make an
Average of 21.6 site
visits before making a
purchase
(Google UK
Whitepaper 2011)
81.
82. Hannibal – The Man with the Plan
& the Data
• 60% Irish Adults have a Facebook account
• 72% look at Facebook every day (growing)
• Lots of juicy data – (much more than Google)
• 3 New/improved Features in 2014
83. Feature 1: Targeting
• Interests e.g. Walking/hiking
• Custom audiences – From an email list
• Lookalike Audiences – Based on the email list
• Cross device targeting
84. Custom & Lookalike Audiences
• Email list (3,000 Irish emails)
• Lookalike Audience built from similar
characteristics (110,000)
87. Great Formats = Great Results
• Newsfeed ads – it’s native advertising!
• Look at those low Cost Per Clicks!
• And huge volume of traffic – you’d be crazy not
to!
88. Feature 3: Advocacy – putting the
“Face” in Facebook
• Allows your audience to share your marketing in
a way that Display ads can’t.
• Recommendations from user to user
90. Recap
1. Data: Facebook knows you more intimately than any other
platform – your wishes & desires
2. Formats: Low CPCs, high Volume of traffic
3. Targeting: Better targeting options
4. Cross Device Targeting: People rather than cookies
5. Creates Advocacy: Recommendations from user to user
6. Exciting Innovations in 2015 – watch this space
163. Site Speed for Conversion &
Engagement
• -7% Conversions
Source: Aberdeen Group
164. Relevance - Engagement
Pogo sticking
Evidence of an irrelevant or
content light landing page
Doesn’t answer the
questions that searchers
are asking
165. Fix Pogo Sticking & Drive Engagement
Get inside the mind of the
searcher
Build a landing page that
answers
questions/concerns
Encourage engagement
166. Authority – Attracting Links & Build
Your Brand
Content to facilitate outreach
Quality content that attracts social links
Build your Brand
208. True Bounce Rate
• Measure a website visit after a set piece of
time
• One amendment to Analytics Code
• setTimeout("_gaq.push(['_trackEvent',
'30_seconds', 'read'])",30000)
209.
210.
211.
212. 2/ Do I get more traffic than my
competitors?
Use Google Analytics Benchmarking
Reports to find out.
236. 3.Which of the following AdWords innovations
allows you to target people who have already
been on your website when they are on Google
search
RSLAs DSAs
258. 14. In Google Analytics if there is 2 touch-points
prior to a conversion: Paid Search and then
Direct, the conversion will be attributed to:
Direct Paid Search
Shines a light where there had been darkness
Budget goes to he who keeps score best
Cleber
32% of smartphone users make a call after performing a search
I know paid search is adding value beyond the trackable conversion and as a direct reposne marketer, I’m greedy for conversions.
Open with generic keyword conundrum – screenshot of search for dresses
Get rid of rlsa here, rossa spoke about them at the last event
?
Multiplier effect
Emphasise that it is combining advanced adwords tactic to great effect. Conv rate solves the generic keyword conundrum
CTR does not increase but people who do click have that sense of urgency
I’m going to talk about the greatest advertising platform in the world – Facebook advertising!
Well for some industries, like the travel industry it can be the most effective advertising platform and here’s why.
Oh and What better way to explain the 4 top features of Facebook advertising than using the A team.
So because the journey to purchase is so long, there are multiple opportunities for some smart social media marketing and this is where Facebook comes in.
Let’s talk about something that is equally as frightening as it is exciting – how much data Facebook holds on its users.
Hannibal – the man with the plan, So let’s say that Hannibal has all the data you could want on your user.
If Hannibal was a digital marketer he would surely use Facebook advertising.
I’m going to cover 4 new & improved features.
Interests – whereas Google can only capture users based on intent, Facebook can play a role in reaching out to a user who is most likely to engage with your product.
Murdoch
The A team – Hannibal, Face, Murdock (, B.A. Baracus (strong man)
Military police - Google
So let’s take it a step further – we know that the journey to purchase in the travel industry is _______
Tailor ads according to where the user is on the purchase journey
So once we have our audience – let’s look at how we can target them
It’s almost like a Focus Group Session.
45% of Irish adults aged 15 – 35 surveyed for a Youth Mobile use survey (http://thinkhouse.ie/downloads/mobilereport/Full-Report-Thinkhouse-Mobile-Youth-Survey.pdf)
said they have purchased something that was recommended on Facebook
You can’t buy that, well maybe you can but you gotta give your advertising dollahs to Facebook to get it.
Raw materials for our narrative
Really frustrating
Use a dataset to create a mindset
Daft were bold enough to go away from their brand.
Black background with bright colours depresses people.
Unecxted
If you are renting and living in Ireland this is relevant to you.
Pull them deeper into the narrative
Keep interested but they know a bit – credibility, I know a bit about this
Couldn’t get more personal than talking to people about their bedrooms
Second last piece – working up the anger
To really annoy you
If you are renting you are wasting your money because people who own their gaff are paying half
And that’s how we left you
“Misery Loves Company”
Use the visuals, personalise the creative, evoke emotion
Read out the targeting first ad
One sentgence
Just one sentence
One sentence
Why did daft do well?
Prolonged Interest & 5 times the traffic
90 interactions
NOT Customers
1. spend 2. marketing asset – start with what I knew about the iclothing customer.
iClothing on social / one way convo /
Were advertising for iClothing. Engaging with each other positive re enforcment encouragement community - advocacy
Real life situations
At the beginning of this pres. I mentioned that the loyalty and advocacy of the iclothing customer that would be a successful campaign. And we were right. This loyalty is represented in our results/.
authentic images have a 10 fold increase in engagement. Loyalty results – analytics advocacy results - engagement
We were very specific in who we targeted and used sophisticated targeting options such as CA on FB. The learnings we made as we went along…..
Total success. Three case studies with various different parts of this formula. repeatedly use this slide to illustrate each client. Which will add the most value the quickest
Total success. Three case studies with various different parts of this formula. repeatedly use this slide to illustrate each client. Which will add the most value the quickest
Type car insurance into google, as 27,000 people do a month in Ireland, and 123 is number 1
thinkglinks
Volume for keywords.
Social Traffic Bounces, acceptable bounce rate
Allows you to compare your property’s performance to that of your industry peers. There are over 1600 industries to choose from & you can further refine the data by traffic levels and geographic location.
Based on anonymous data shared with Google – in turn you will see other shared data.