Digital Marketing Essentials

Понравилась презентация – покажи это...

Слайд 0

Слайд 1

Слайд 2


Слайд 3

Слайд 4

Слайд 5

Слайд 6

Agenda Wolfgang News Now & Next in Paid Search The Evolution of Display Visual Content The UGC Social Sweet Spot Customer-Centric SEO Hangin Out With Rand 5 Actionable Takeaways Q&A Last Person Standing Quiz Bath Time

Слайд 7

“There’s One For…”

Слайд 8

Слайд 9

Growing The ‘Gang

Слайд 10

Слайд 11

Слайд 12

E-Commerce Studies Spend up 41% 2014 Spend up 76% Q4

Слайд 13

KPI Study

Слайд 14

Слайд 15

Слайд 16

Слайд 17

Слайд 18

Best Agency Best Search - UNICEF Best Search - Iclothing Best Retail - Iclothing Best Travel – Camino Ways Big Data Best Company

Слайд 19


Слайд 20


Слайд 21

Al’s Bitcoin Investment

Слайд 22

Слайд 23

Слайд 24

Слайд 25

Now & Next in Paid Search Brendan Almack Ciaran Murphy Rob Beirne

Слайд 26

How Many Adwords Innovations in Q3 2014? Product ratings on Google Shopping New shipping configuration tool available in Google Merchant Center Search Network with Display Select New Shopping Campaigns Upgrade Tool Close variant matching for all exact and phrase keywords Introducing Website Call Conversions Using Google Search and YouTube to Promote Your App Product Listing Ads become Google Shopping New display ads formats for a multi-screen world Google Shopping: automatic item updates Estimated cross-device conversions, now available for display A simpler way to manage your business locations in AdWords Scale your Shopping campaigns with bulk uploads and AdWords Editor Advertising on your schedule with AdWords Express Introducing Dynamic Sitelinks Making it easier to build rich and engaging mobile ads for the Google Display Network Call out Extensions Product Listing Ads now on search network New look mobile search ads Local inventory ads expand to more countries and formats Announcing Ad customiser

Слайд 27

Now & Next in Paid Search Brendan Almack Ciaran Murphy Rob Beirne

Слайд 28

What’s New?

Слайд 29

Review Extensions

Слайд 30

Слайд 31

Driving Account Performance Up to +80% lift in CTR

Слайд 32

The Policy A review extension must be an accurate, current, credible, non-duplicative third party review of the advertiser’s business. ……but

Слайд 33

The Wolfgang Hack

Слайд 34

Слайд 35

The Wolfgang Hack

Слайд 36

Tracking Mobile Calls….From Your Website

Слайд 37


Слайд 38

A Frustration

Слайд 39

More Than Click-to-Call

Слайд 40

Tracking Calls from a Website +11%

Слайд 41

3-Step Set Up Generate Conversion Code in AdWords Paste Code on Page with Number Adjust html using ‘onclick’ command

Слайд 42

Why is this important? Cost per conversion Optimisation decisions

Слайд 43


Слайд 44

Let Me Blow Your Mind

Слайд 45

Generic Keyword Conundrum

Слайд 46

What If?

Слайд 47

Combine 2 Recent Adwords Innovations

Слайд 48

Conversion Machine Second only to brand for conversions Compared to original DSA campaign 68% increase in conv rate

Слайд 49

Custom Ads

Слайд 50

Слайд 51

Слайд 52

What they look like

Слайд 53

Increased Conversion Rate

Слайд 54

Don’t Worry, Be Appy

Слайд 55

“The Year of Mobile”

Слайд 56

Слайд 57

Слайд 58

App Download Campaigns Download rates >20%.

Слайд 59

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/

Слайд 60

App Re-Engagement Beta

Слайд 61

Don’t Worry, Be Appy

Слайд 62

Слайд 63

Слайд 64

IAB Ireland H1 2014

Слайд 65

Слайд 66

Слайд 67

2 Behemoths of Display

Слайд 68

Слайд 69

How do you connect with consumers when they aren’t necessarily searching for you?

Слайд 70

There’s a solution available for every stage of the funnel

Слайд 71

Entice Politely attract user attention Qualify user intent to engage Qualify Engage Allow your customers to truly engage with your ads Encourage maximum User Engagement time

Слайд 72

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

Слайд 73

Lightbox with video + image Launched Use case Video Images Assets Showcase your product images and video commercial

Слайд 74

Lightbox with video + maps In BETA Use case Video Logo Maps feed Assets Showcase your brand commercial and show the nearby stores Tap map to open locations

Слайд 75

Lightbox with images + maps Launching 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

Слайд 76

It’s hard to stay top of mind when half your budget is wasted on ads that are never seen 54%

Слайд 77

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

Слайд 78

of Facebook Advertising

Слайд 79

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)

Слайд 80

Слайд 81

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

Слайд 82

Feature 1: Targeting Interests e.g. Walking/hiking Custom audiences – From an email list Lookalike Audiences – Based on the email list Cross device targeting

Слайд 83

Custom & Lookalike Audiences Email list (3,000 Irish emails) Lookalike Audience built from similar characteristics (110,000)

Слайд 84

Cross Device Targeting I’m gonna follow you around until you make a purchase. Fool.

Слайд 85

Feature 2. Formats: Newsfeed “Ads” Spend - €100 Reach – 45.5K Unique users Website Clicks – 2083 CPC - €0.05 Shares - 121 Website leads – 5 Value in journey to purchase - Priceless

Слайд 86

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!

Слайд 87

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

Слайд 88

Advocacy – Recommendations from Facebook user to user 1. Shares 2. Tagging 3. Recommendations

Слайд 89

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

Слайд 90

Слайд 91

Слайд 92

Слайд 93

1 1 2 3 5 8 13 21 34 55 89 144

Слайд 94

Слайд 95

Слайд 96

Science Read: pre-attentive processing Remembered: picture superiority effect

Слайд 97

Слайд 98

Слайд 99

Слайд 100

Слайд 101

Слайд 102

Слайд 103

Слайд 104

Слайд 105

Слайд 106

Paid Promotion

Слайд 107

Micro – Targeting & Inflammatory Creative

Слайд 108

Why Facebook? Unparalelled reach Fantastic CPCs Visual friendly

Слайд 109

Twitter Creative

Слайд 110

Why Twitter? Expensive CPCs Low Volumes of Traffic Nowhere does news get older faster Influential audience

Слайд 111


Слайд 112

Why Taboola? Incredibly cheap clicks Large Volumes of Traffic available Not quite as “social”

Слайд 113


Слайд 114


Слайд 115

Virality - Publishers

Слайд 116

Sharing - Anger

Слайд 117

Слайд 118

Results Best Day For Traffic - EVER!!!

Слайд 119

Free Traffic

Слайд 120

Prolonged Interest

Слайд 121

Слайд 122

Слайд 123

Слайд 124

Слайд 125

Слайд 126

Слайд 127

Getting Social with Data

Слайд 128

Слайд 129

A Brief History

Слайд 130

Focused on Acquisition Highly efficient paid search Driving new customer acquisition

Слайд 131

Close to your Data = Close to Your Customer

Слайд 132

Lot’s of Important Touch Points

Слайд 133

Importance of Repeat Customer X 2

Слайд 134

This is not New vs Returning 2 Year Cookie for Users & Sessions!

Слайд 135

Importance of Repeat Customer

Слайд 136

Leverage Repeat Customers Get existing customers spending more Turn existing customers into an asset

Слайд 137

Creative Concept Development

Слайд 138

Source: The Nielsen Company

Слайд 139

Source: The Nielsen Company

Слайд 140

Loyalty + Advocacy = UGC Opportunity

Слайд 141

Слайд 142

Слайд 143


Слайд 144

Слайд 145

iClothing Advocates

Слайд 146

Слайд 147

Слайд 148

Слайд 149

25.75% Engagement 2% Engagement

Слайд 150

9.5% CTR 0.9% CTR

Слайд 151

Loyalty + Advocacy = UGC Opportunity

Слайд 152


Слайд 153

Advocacy Authentic Images – 10x more engagement Doubled theTwitter Following 16,000 engagements with #iWear on Twitter and Facebook

Слайд 154

Why did it work? 1. Data Driven Insights 2. Targeting 3. Optimisation

Слайд 155

Слайд 156

Слайд 157

Customer Centric SEO

Слайд 158

Слайд 159

Developing an SEO Strategy What is SEO? What are you trying to achieve by investing in it?

Слайд 160

Слайд 161

Technology - Site Speed

Слайд 162

Site Speed for Conversion & Engagement -7% Conversions Source: Aberdeen Group

Слайд 163

Relevance - Engagement Pogo sticking Evidence of an irrelevant or content light landing page Doesn’t answer the questions that searchers are asking

Слайд 164

Fix Pogo Sticking & Drive Engagement Get inside the mind of the searcher Build a landing page that answers questions/concerns Encourage engagement

Слайд 165

Authority – Attracting Links & Build Your Brand Content to facilitate outreach Quality content that attracts social links Build your Brand

Слайд 166

Слайд 167

What is SEO success?

Слайд 168

Traffic + Action +170% +130%

Слайд 169

Слайд 170

Слайд 171

Слайд 172

Слайд 173

Слайд 174

No sitemap No H tags No schema Broken plug-ins No blog navigation Slow page speed SEO Audit discovered:

Слайд 175

Слайд 176

Слайд 177

Organic traffic year-on-year Sessions 2013 Sessions 2014

Слайд 178

Слайд 179

Слайд 180

Слайд 181

Слайд 182

Слайд 183

Слайд 184

Слайд 185

Слайд 186

Слайд 187

Слайд 188

Women’s Clothing & Footwear Men’s Clothing & Footwear Child & Baby Electricals Furniture Jewellery Beauty Toys

Слайд 189

Demand Opportunity Business goals

Слайд 190

Women’s Clothing & Footwear Men’s Clothing & Footwear Child & Baby Electricals Furniture Jewellery Beauty Toys

Слайд 191

Слайд 192

Слайд 193

Слайд 194

Слайд 195

Слайд 196

Слайд 197

Слайд 198

Слайд 199

Check what terms your pages rank for Check your page speed Go get the links you are owed

Слайд 200

Слайд 201

Слайд 202

Слайд 203

Слайд 204

Слайд 205

Слайд 206

1/ Are People Reading My Content?

Слайд 207

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)

Слайд 208

Слайд 209

Слайд 210

Слайд 211

2/ Do I get more traffic than my competitors? Use Google Analytics Benchmarking Reports to find out.

Слайд 212

Competitor Benchmarking reports on Analytics

Слайд 213

3/ Facebook cross device tracking

Слайд 214

Слайд 215

Слайд 216

Слайд 217

Слайд 218

Слайд 219

More than 80% of iOS and Android apps use Facebook logins

Слайд 220

yoursite.com/ordercomplete <script>(function() { var _fbq = window._fbq || (window._fbq = []); if (!_fbq.loaded) { var fbds = document.createElement('script'); fbds.async = true; fbds.src = '//connect.facebook.net/en_US/fbds.js'; var s = document.getElementsByTagName('script')[0]; s.parentNode.insertBefore(fbds, s); _fbq.loaded = true; } _fbq.push(['addPixelId', '436408609838040']); })(); window._fbq = window._fbq || []; window._fbq.push(['track', 'PixelInitialized', {}]); </script> <head> </head>

Слайд 221

Слайд 222

Слайд 223

4/ Assisted Conversions

Слайд 224

Assisted Conversions

Слайд 225

Assisted Conversions

Слайд 226

5/ Real Time Advertising “Me At The Foundry”

Слайд 227

Слайд 228

Слайд 229

Слайд 230

Слайд 231

1. Alan's better half talked him out of investing the deposit for the house into Facebook Shares Bitcoin

Слайд 232


Слайд 233

2. How many AdWords innovations did we count in Q3 2014 23 21

Слайд 234


Слайд 235

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

Слайд 236


Слайд 237

4. Wolfgang Digital are the proud proprieters of an online adult-toy shop True      False

Слайд 238


Слайд 239

5. Pogo sticking is:   anytime a user bounces from your website Or when a user bounces back to the search results and continues their search 

Слайд 240

when a user bounces back to the search results and continues their search 

Слайд 241

6. What proportion of Irish Online Ad spend went on Display in H1 2014 35%   33%

Слайд 242


Слайд 243

7. Wolfgang Digital are Finalists in how many categories in the DMAs 2015 6    7

Слайд 244


Слайд 245

8. According to the latest Wolfgang E-Commerce Study consumer spend online for the year 2014 grew by: 41%       76%

Слайд 246


Слайд 247

9.  86% of time spent on mobile is spent in an app True   False

Слайд 248


Слайд 249

10. Facebook Custom Audiences target: People based on their interests         Or Your email list when they are on Facebook

Слайд 250

Your email list when they are on Facebook

Слайд 251

11. What's the maximum amount of stars can you get from "Google Review Extensions“ 5    0

Слайд 252


Слайд 253

12. Google launched it's RTB ad platform in   2002     2007

Слайд 254


Слайд 255

13. Taboola is a content promotion platform that gives dirt cheap clicks and facilitates users to share your content. True    False

Слайд 256


Слайд 257

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   

Слайд 258

Paid Search

Слайд 259

Tie Breaker 15. How many people had registered for the Wolfgang Essentials 2015 Event by the cut off at 5pm on Wed?

Слайд 260


Слайд 261

Слайд 262

Слайд 263

Слайд 264

Слайд 265