Date post: | 21-Jan-2018 |
Category: |
Marketing |
Upload: | the-tomorrow-lab |
View: | 478 times |
Download: | 2 times |
Overview
1. What is digital advertising?
2. What do results mean to you?
3. Driving results in brand awareness
4. Driving results in lead generation
5. Driving results in ecommerce
• PPC Advertising Executive at The Tomorrow Lab
• Google Certified Professional: Google AdWords Fundamentals
Google Advanced Search Advertising
Google Video Advertising
Google Shopping Advertising
Google Audience Product Expert
Google Analytics
• Bing Ads Accredited Professional
But First, about me!
What is Digital
Advertising?It helps you reach and influence core
audiences with more precision at each
step of their customer journey.
• The Princes Trust, Concern, Audiences NI?
Awareness of your cause, fundraising or giving back to the community.
• Reperio Human Capital, Aurion Learning, Ulster Carpets?
Candidate recruitment or lead generation.
• Keylite Roof Windows?
Driving ecommerce sales of roof windows.
What do results mean to …
Building a familiarity with your company
and its products and services or your
cause among your target audience.
What is brand awareness?
• Increasing interactions with your brand
• Building more positive brand associations
• Increasing brand loyalty
• Motivating customers to engage with your brand
and its associated products
What is Brand Awareness (Ctd.)
1. Search Campaigns (applicable on Google AdWords & Bing Ads)
• Buy branded keywords
• Buy category keywords
• Buy competitor keywords
How to raise brand awareness
2. Display & Video Campaigns (applicable on Google AdWords & YouTube)
• With contextual targeting
• With placement targeting
• With topic targeting
• With audience targeting
• With demographic targeting
How to raise brand awareness
• Impressions (CPM/CPC)
• Customer Engagement (CTR & Conversions)
• Reach & Frequency
Brand Awareness – Key Metrics
Results & OutcomesDisplay ads generated almost 300K impressions, 1.2K+ clicks and a CTR OF 0.41%
Affinity campaign success with 92 secs on site
The Challenge
To raise awareness of The Lir Junior
Academy
Case Study – The Lir
Leads are intent-driven
actions taken by potential
customers such as newsletter
sign-ups, brochure
downloads, free trial
registrations and contact form
submissions.
What are leads?
1. Search Campaigns (applicable on Google AdWords & Bing Ads)
• Long-tail keyword targeted
• Engaging ad text promoting USPs and a clear call-to-action
• Quality and accessible landing page with an explicit call-to-action
• Retargeting on search network.
How to drive leads
2. Display Campaigns (applicable on Google AdWords)
• In-market display campaigns (coming to Bing Ads soon)
• Display remarketing
• Competitor targeting on Gmail
How to drive leads
• Number of conversions
• Cost per conversion
• Conversion rate
• Keyword conversion data
• Data on landing pages
Lead Generation – Key Metrics
• Length of sales cycle
• Conversion rate differences across
services
• Time lag
• Value of leads
• Repeat customers
• Lifetime customer value
Avg Monthly Revenue per Customer x Gross Margin per Customer ÷ Monthly Churn Rate
Lead Generation – Key Metrics and more
…
“Sell 300 desks over a
12 month period”
Example
Campaign
To sell 300 desks with a 10% conversion rate of leads to sales…We need to generate 3000 enquiries.At a unit price of £300 and a target of 300 sales….We stand to make revenue of £90K.Of this 90K, £30K is manufacturing cost and £60K is gross margin.Minus advertising costs of £24K from our £60K total gross margin…We stand to make £36K in profit!
“Sell 300 desks over a
12 month period”
Example
Campaign This results in a
150% RETURN ON
INVESTMENT.
ROI = (£36K/£24K*100) =
150%
Results & Outcomes
3 months PPC generated 102 enquiries - a
2% conversion rate on the search network.
The Challenge
To drive leads for doors, windows and
roofline, for a new home improvement
company.
Case Study – Home
Design Group
Commercial transactions which
take place electronically on a
website.
It includes consumer based retail
sites, through to auction or music
sites, to businesses trading goods
and services.
What is e-commerce?
1. Search Campaigns (applicable on Google AdWords & Bing Ads)
Same principles as for lead generation.
• Long-tail keyword targeted
• Engaging ad text promoting USPs and a clear call-to-action
• Quality and accessible landing page with an explicit call-to-action
• Retargeting on search network.
How to drive e-commerce conversions
2. Shopping campaigns on search (applicable on Google AdWords & Bing Ads)
• Submit a shopping feed to Google Merchant Centre & Bing Merchant Center
• Provide recommended attributes & resolve product disapprovals
• Optimise product titles & descriptions
• Ensure pricing is correct
• Use promotion extensions
• Use correct campaign structure &
priority settings
• Optimise via bids & negatives
How to drive e-commerce conversions
3. Dynamic remarketing campaigns(applicable on Google AdWords)
• Ensure a high quality business data feed
• Include your full catalogue of products with relevant images, titles and prices.
• Tag with custom parameters
• Segment your audiences
• Tailor the template to your brand colours
How to drive e-commerce conversions
• Number of conversions
(transactions)
• Cost per conversion
• Conversion rate
• Keyword conversion data
• Data on landing pages
E-commerce – Key Metrics?
• Length of sales cycle
• Conversion rate differences across
products
• Time lag
• Value of leads
• Repeat customers
• Lifetime customer value
Avg Monthly Revenue per Customer x Gross Margin per Customer ÷ Monthly Churn Rate
And more …
“Sell 1,000 pairs of
sports shoes over a 12
month period”
Example
Campaign
To sell 1000 pairs of sport shoes with a 4%
conversion rate of clicks to sales…
We need to generate 25,000 clicks.
At a unit price of £100 and a target of 1000
sales….
We stand to make revenue of £100K.
Of this 100K, £60K is manufacturing cost and
£40K is gross margin.
Minus advertising costs of £25K from our £40K
total gross margin…
We stand to make £15K in profit!
“Sell 1,000 pairs of
sports shoes over a 12
month period”
Example
Campaign This results in a
60% RETURN ON
INVESTMENT.
ROI = (£15K/£25K*100) = 60%
Results & Outcomes(First 3 months)
PPC revenue accounted for 27% of all revenue
PPC was the second best performing channel
The Challenge
To grow their e-commerce sales
Case Study – Revive Active
• Reach and influence core audiences with more precision at each step of their
customer journey.
• Brand Awareness
• Bid on brand, category and competitor keywords on search and implement display
campaigns.
• Lead Generation
• Bid on long tail keywords and use clear CTA’s and landing pages. Implement conversion
focused display campaigns.
• Ecommerce
• Bid on long-tail search, implement Google Shopping & Dynamic Remarketing.
• Measure and accurately track results!
Quick Recap