The Pitfalls of Keyword Stuffing in SEO Copywriting
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
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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
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Editor's Notes
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.