Mindshift: Intro To Online Advertising

transcript

@bing_ads | @yang_ers

Introduction to Online AdvertisingAndrew Yang (@yang_ers)Search Evangelist, Microsoft Canada

Modules we have designed

Creating a PPC Campaign for your

business

SEO and PPC Deep Dive

Introduction Online Advertising

4 P’s of Marketing

Customer

Promotion

Placement

Product

Marketing Funnel

Awareness

Consideration

Conversion

Agenda

1.Overview of the Advertising Industry2.Why Online Adverting? 3.Different Types of Online Advertising• Search• Display• Social

4.Future of Online

Each Advertising’s medium effectiveness

@bingads | @yang_ers

Where is the Canadian Advertising Market at?

Advertiser confidence in Canada remains strong, as total advertising investment in 2012 grew 5.1% compared to overall GDP growth of 1.4%

Digital ad spending growth surpasses all other forms of advertising media in Canada

Digital ad growth was 15.4% in 2012, equating to 21.9% of total media ad spending in the country

Search and display have consistently accounted for more than three-quarters of Canada’s total digital advertising

What is the draw for online advertising?

Online Statistics

Six Motivations for Web Usage

Canadian Share of Web Session by Motive throughout the Day

1. Information2. Communication

3. Entertainment 4. Creation

5. Transaction6. Surfing

Other Online Advertising Stats

Canadians 18 to 48 spent… • An average of 23.3 hours per week online1

• An average of 19.3 hours a week watching TV1

1. http://www.huffingtonpost.ca/2013/04/25/tv-viewership-canada-online_n_3156176.html2. comScore AdEffx Offline Sales Lift for Internet; IRI BehaviorScan for TV

TV (BehaviourScan) Internet (comScore)

Short term Offline Sales Lift for CPG Brands3

“...digital is more measurable thananything else we do.”

Benjamin JankowskiGlobal Account Director, Omnicom Media Group

Target and Measure

I know half my advertising isn't working, I just don't

know which half."

William Lever, founder of Unilever

How to think about Online Advertising

• Organic• Paid Search

• Web Banners• Rich Media Display

• Twitter, Facebook• Yelp, Trip Advisor Social

Question…..

How many times today were you

looking for something?

@bing_ads | @yang_ers 20

On Bing….

In 2013 Canadians Searched for:

Tirecraft Firestone Michelin Winter Tires

5405 9231 19251 21115

229995

Source: Bing Ads Intelligence – Jan. 2014 pull

Consumers Seek Local Information

48% of mobile and 36% of PC searchers visit a local business

7 out of 10 consumers look online first for local business info

40% of offline transactions start with online search

30% of all search queries have local intent

*Data based in US market. 21

Wouldn’t it be great if you could…

Control your messageTarget the right audienceAlways appear at position #1Measure your ROI

Search Engine Results Page (SERP)Search – Statement of Intent

Organic

Pay Per Click vs. Search Engine Optimization

Search Engine Optimization (SEO)Also called…Natural SearchOrganic Search

Search engine optimization, natural or organic search (natural = organic)

Links that appear in the body of the search results

Search Engine Marketing (SEM)Also called…Pay per Click (PPC) Paid SearchSponsored Listings

Pay-per-click, paid search, denotes a cost paid by a marketer for every click through of a search listing

Links that appear at the top and to the right of the search results

Paid vs. Organic Result (Query – Winter Tires)

Anatomy of a Result

1. Ad Title2. Display URL3. Ad Copy4. Sitelink

Extensions

Organic

Do we agree that….

Search Engine Results Page (SERP) - Local

Local Listing

Local Listings are:

• Queries based on IP and location keywords

• Part of the SEO or organic aspect of search

• Beneficial in helping customers find your store

• Increasing relevancy and driving traffic to your site and store

Benefits of Bing Places for Business

Enables businesses to claim listings and be found by millions of Bing users

Engaging customers searching online before they step foot in your store

Enriched business information drives higher online conversion

Easy to use and takes minutes to complete

www.bingplaces.com

Simple Sign Up in 3 StepsStep 1

• Find your business on Bing, OR

• Create a new business listing

• Support bulk upload

Step 2

• Verify ownership via mail or phone

• Agency verification process supported

Step 3

• Listings show up on Bing search results on PC, tablet and mobile devices

Display Advertising

Display Advertising Engagement

Display Advertisements IAB Standard Banner Sizes

Terminology

Acquisition Metrics

Search• Function of “relevancy” and the bid is

your rank on the paid search area• Amount you bid = Cost Per Click (CPC)

Display• Anything from text ads, video ads,

expandable ads• CPM = Cost per impression / Cost per

Mille (m = 1000 page views)• $20 CPM $20 for 1000 views

Efficiency Metrics

Other Metrics• CTR = Click through rate, proxy of how

“effective” your ad is • CPA = Cost per acquisition, used to

measure the marketing spend • ROI = Return on Investment, usually an

internal measure for the effectiveness of the online advertising campaign

• Impressions = How many times your ads has been seen

Social Mediahttp://www.pcworld.com/article/2043243/how-to-boot-to-desktop-mode-in-windows-8-1.html

Oreo’s Social Media Campaign Quick Cases Study on the SuperBowl Tweet

Because of rising social uptake in Canada, social network ad spending will exceed 10% of total digital ad investment by 2015

Social Media AdvertisingAmplifying the Conversation

Review Sites – Yelp, Foursquare, etc…

Future Online Advertising Trends

@bing_ads | @yang_ers40

mCommerce: Canadian internet users are using their mobile devices for shopping related activities•

• Sources: 1) RetailMeNot.com, “Shoppers Trend Report” conducted by Ipsos Public Affairs, Aug 2013; 2) Ipsos Canada, “eNation” survey, Aug 2013

* Conducted on a mobile phone

Internet users in Canada who would use a mobile app for grocery shopping, Jul 20131

Household Income

>$60K+

27%31%

18-34 35-55 55+

26%18%

Age Distribution

Note: “Definitely” and “likely use”

Canadian internet users are starting to use their mobile for shopping activities. 28% of users use a mobile app for grocery shopping. Users in the younger age group and high income brackets tend to use grocery apps the most.1

Of all mobile shopping activities, most users research product information and check prices of an item on their phones while in store.2

24%Researched product information

Checked the price of an item in phone while in store

Downloaded and used and app for a retailer

Used a coupon on phone to save in-store

Purchased a product or service on phone

Used a QR code to find out more information about the product

Mobile Shopping Activities* of Internet Users in Canada, June 20132

% of respondents

QuantumRelated content across devices sequentially

Related content across devices at the same time

Four multi-screen pathways

Content GrazingDifferent content across devices at the same time

Spider-Webbing

Multi-tasking Investigative Social Intent-based

Pathway Day-Parts

Time periods over-indexing for each device. Darker shades = multi-screen activity is more likely in this time periodGames console usage is directional due to relatively low incidence in multi-screening globally.

Content Grazing

Investigative Social Quantum

9am-12pm

12pm-3pm

3pm-6pm

6pm-9pm

9pm-12am

Keep underlying need- states in mind when designing commercial content

Passive entertainment

Active entertainment

Pleasure-seeking

Information-seeking

Communication

Relaxation and comfort

Fun and achievement

Discovery and

exploration

Learning and depth

Connection and belonging

The television

The Everyman

Games consoleThe Jester

The tabletThe Explorer

The PCThe Sage

The mobile phone

The Lover

Wrap Up

Takeaways

1. Online Advertising is one of the most measurable and effective forms of advertising available

2. Take advantage of the measurability of Online Advertising to drive the right ROI for your business

3. Do what is RIGHT for your business

Where to go for resources

- Bing Ads Blog - http://community.bingads.microsoft.com/ads/en/bingads/b/blog/- Bing Ads Twitter Handle - @Bing Ads- Like us on Facebook - facebook.com/BingAds- Bing Ads Training Materials - http://advertise.bingads.microsoft.com/en-ca/courses

- Become an Accredited Professional (free to take)www.bingadspro.com/ca