SEM, Display & Best Practices

Transcription

1 SEM, Display & Best Practices Elliott Wilkerson, Director of Digital Media Buying Jason Alloy, Account Director February 12, 2015 Tweet this session live with hashtag #RussReidLive

2 SEM, Display & Best Practices Elliott Wilkerson, Director of Digital Media Buying Jason Alloy, Account Director February 12, 2015 Tweet this session live with hashtag #RussReidLive

3 LOVE Elliott Wilkerson, Director of Digital Media Buying Jason Alloy, Account Director February 12, 2015 Tweet this session live with hashtag #RussReidLive

4 4 SEM and Display are part of a larger digital strategy to engage donors and invite them to contribute to your food bank according to their preferences.

5 Online giving trends With growth in several nonprofit sectors, exploring ways to drive more donor traffic to your website is essential Source: Blackbaud 2013 Charitable Giving Report 5

6 Online donors are younger donors Generations X and Y more likely to give online, but overall giving is a smaller percentage of the fundraising total Baby Boomers represent 43% of total giving, and 42% say they give online 6 Source: Blackbaud The Next Generation of American Giving (Aug 2013)

7 Online adoption rates are growing 7 Source: Blackbaud The Next Generation of American Giving (Aug 2013)

8 Online giving trends: Future state 8 Source: Blackbaud The Next Generation of American Giving (Aug 2013)

9 Canada largely tracks with the U.S. Canada saw 615 billion display ad impressions in 2013 Canadians are the heaviest online searchers at 140 queries per month 3 out of 4 Canadians own smartphones Canadians are using their phones for shopping behavior Source: comscore Canada Digital Future in Focus

10 Presentation goals Gain a more intimate knowledge of how SEM and Display work Identify related opportunities and best practices Learn how to read results 10

11 11 SEM

12 Display 728x90 160x x250 12

13 Why SEM & display? Russ Reid partnered with 40+ U.S. and Canadian food banks to raise $2.31 million in million impressions 500,000 website visits 12,500 donations $185 avg gift 2.4 ROI 13

14 14 SEM and Display How They Work

15 Search Web users visit search engines to find charitable organizations or seek more information on charities they already know 18 billion searches were conducted in the US in August billion searches are conducted per month on avg in Canada Paid search ensures your organization receives prime positioning and is seen by those who are looking to give Bidding system and keywords Search returns a mix of new, existing and reactivated donor responses 15

16 Google for Nonprofits Google Grants Strategy Limitations YouTube for Nonprofits 16

17 Keyword themes & examples Brand (Los Angeles Regional Food Bank) Food Bank Services (feed the poor, feed the homeless, feed the hungry) Hunger (fight hunger, hunger charities, hunger donation Location (L.A. food bank) Donation (charities, non-profits, donate to non-profit, donate to charity) Thanksgiving, Holiday & Year-End (Thanksgiving giving, tax deductible gift) Disaster (food emergency, cold weather meals) Event (Giving Tuesday) 17

18 18 Ad copy

19 Sitelinks Additional deep links included in ads that link to more specific content (different landing pages) They are used to promote the most visited pages and call out special offers/ events Sitelinks do not show up every time. It is completely up to the search engines algorithms to determine whether or not they are displayed 19

20 High quality scores Determine which ads are shown above organic results and can even cause an ad to jump above other ads with lower quality scores 20

21 Display Primary function is to generate awareness through expanded targeted-audience reach online Direct revenue vs. influencer The change in purchasing media Retargeting and prospecting 21

22 22 Retargeting

23 Audience targeting Geo-Targeting: food bank service area Demographic Targeting: age, gender, etc Behavior Targeting: Data determines if an impression is valuable or not, and how much to pay for that potential person/impression Contextual Targeting: Themes of content on websites.these sites personify the topics and trends which resonate with your audience Block individual websites if they do not perform well, or do not meet the desired target audience 23

24 24 SEM and Display Best Practices

25 Build a responsive site Donors and potential donors will land on your website and/or giving page from SEM and display Provide a mobile-friendly experience donors are 67% more likely to donate Respond to them where (mobile, PC, tablet) they are where they are (home, work, coffee shop) 25 Sources: comscore, Google

26 Integrate your landing page Landing pages must also be relevant and donor-friendly Ensure a seamless click-through transition by integrating your landing page assets to match the related appeal or driver 26

27 Web tracking Google Analytics e-commerce tracking 27

28 Respond to industry trends SEM and Display are constantly evolving Trend watching is vital to determine what s new, what s working, and what s not We are starting to explore: Mobile ads will soon surpass desktop usage location data adds relevance and impact Native ads Social ads Cross-platform retargeting Offline to online targeting 28

29 Multi-Channel integration In today s multi-channel environment, digital must play an integrated role in the overall marketing strategy Maximize expenditures across channels including , social, direct mail, and digital And don t forget web optimization too! 29

30 Atlanta Community Food Bank Which donation page checkout sequence achieved a higher conversion rate? Control Variation Test Variation The test variation achieved a 12.7% lift in conversion rate. The test reached a statistical confidence of 96.1%. 30

31 31 SEM and Display How To Read Results

32 How to read results Digital is partially an acquisition tool. ROI should be considered in this measure. Average gifts are typically larger online and the LTDV is more than 2x more at $455, but the pool of available donors is much smaller 32

33 In summary SEM and Display are more than just digital tactics, they play an important role in your donor relationship management To provide your online donors with an exceptional experience, we recommend implementing the preceding best practices 33

34 What s next? Getting started Insisting on readable results Take advantage of testing and learning Integration Platform expansion Pacing appropriately with technology updates Invest in the donor relationship 34

35 35 Questions?

36 Thank You Elliott Wilkerson Jason Alloy Tweet your takeaway from this session #RussReidLive