Digital Marketing: Strategies & Measurement

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2 Digital Marketing: Strategies & Measurement 2

3 Overview of Terms Bounce = single page visit Click = an advertisement interaction Visit = a user to your website Impression = an advertisement is shown Click-through rate = # of clicks divided by # of impressions Conversion = an action taken (purchase, form fill out, etc.) 3

4 4

5 Awareness Consideration Conversion Loyalty 5

6 Awareness: Consideration: Conversion: Loyalty: Display Advertising Content Distribution Video Marketing Search Engine Marketing Retargeting Marketing Social Media 6

7 Display Advertising (Awareness) 7

8 8

9 Display Advertising 9

10 Display Advertising Things to consider: High funnel = lower engagement (typically) Target wisely to avoid wasted impressions You have the ability to refine your buy You have the ability to refine your creative Self-manage platforms, such as Google AdWords for the Display Network, are a great way to dip your toes in while managing costs Use eye-catching visuals and strong calls-to-action to increase clickthrough rates and maximize impressions 10

11 Content Distribution (Awareness) 11

12 Content Distribution 12

13 Content Distribution 13

14 Content Distribution 14

15 Content Distribution Things to consider: Experiential stories perform well High funnel; Contextual targeting Optimization usually occurs through trying different headlines in the ads Give the user a next action (funnel) will lower your bounce rates Offers SEO value; Google says CONTENT IS KING! 15

16 Video Marketing (Awareness) 16

17 YouTube Stats: 1 Billion Monthly Unique Visitors 4 Billion Monthly Hours Viewed Millions of Subscriptions per Day Low-Cost views High Click-Through Rates 17

18 18

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20 Video Marketing 20

21 Search Engine Marketing (Consideration) 21

22 Search Engine Results Page (SERP) 22

23 Search Engine Marketing 23

24 Search Engine Marketing 24

25 Search Engine Marketing Tips & Tricks: Structure campaigns to mimic site architecture Choose keywords relevant to your content Write ads with a call-to-action Greater success with long tail phrases (3-5 keywords) Monitor your Quality Score Bid conservatively and adjust based on ad placement 25

26 Retargeting (Conversion) 26

27 Online Retargeting Strategies 1. Site Retargeting 2. Search Retargeting 27

28 Site Retargeting 28

29 Site Retargeting is the process of showing ads to people who have already visited your website so as to get them to return and do business with you! 29

30 RETARGETING means RE-marketing to your customers 30

31 With site retargeting, you ONLY target users who have visited your website and interacted with your destination 31

32 Site Retargeting How It Works 1. Retargeting pixel(s) placed on web pages 2. Visitors are cookied 3. Anonymous cookies are pooled into retargeting lists 4. Ads are shown to cookied users as they surf the web 5. User is attracted back to the website to convert 32

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37 Search Retargeting 37

38 38

39 With search retargeting, you ONLY target users who have searched for keywords desirable or relevant to your destination 39

40 With search retargeting, the visitor is typically much earlier in the conversion funnel than with site retargeting 40

41 Search Retargeting How It Works 1. A keyword list and ads are developed and uploaded into a search retargeting platform 2. Visitors are cookied when they search for keywords contained in your list 3. Ads are shown to cookied users as they surf the web 4. User is attracted to your website to learn about your brand 41

42 Retargeting Tips & Tricks 1. Frequency caps Retargeter recommends per month 2. Create multiple pixels and pools to retarget to specific interest groups with the right message. 3. Establish Rules or Burn Code to ensure you re not advertising to someone who s already converted. Saves budget! 4. Use Search Retargeting to siphon interest and travelers from competing/similar destinations 5. Use and A/B test action-oriented ad copy to increase conversions and lead generation 42

43 Retargeting Statistics Retargeting represented the highest lift in trademark search behavior at 1,046 percent 1 in 5 marketers now has a dedicated budget for retargeting Retargeting can boost ad response up to 400% 95% of users leave a site without making a transaction Retargeted users are 70% more likely to convert Sources: ComScore, Chango, AdReady, Adgorithms 43

44 Marketing (Loyalty) 44

45 Marketing Tips & Tricks 1. When collecting addresses, ask for preference and interest information for better segmentation 2. For better deliverability, use a reputable marketing platform (i.e. ExactTarget, Constant Contact) 3. Dedicated IP tied to your domain will provide better deliverability than a shared IP 4. Monitor frequency of sends closely; a minimum of monthly is recommended to stay top-of-mind and minimize spam complaints. 45

46 Social Media (Loyalty) 46

47 47

48 Measurement 48

49 49

50 What is Google Analytics? Google Analytics is a free traffic reporting toolset offered by Google that allows site owners to track usage on their websites and gain important insights into visitation and conversion. Reporting features include: Total & Unique Visitors New vs. Returning Visitors Pageviews Pages per Visit Traffic Sources Bounce Rate (single page visit) Conversion, Ecommerce Tracking Time on Site Browsers Used Keyword Usage Social Tie-ins 50

51 How Does Google Analytics Work? When you create a Google Analytics account for your website, you will receive a small tracking code snippet to place within the code of all your website pages. Example 51

52 Google Analytics - Audience - Overview 52

53 Google Analytics Tips & Tricks Monitor engagement like bounce rate, time on site, pages per visit Utilize UTM variables for attribution Take advantage of Google Analytics URL Builder tool Don t simply provide direct link (i.e. At a minimum, use Campaign, Source, and Medium identifiers Performance information will appear under campaigns Utilize the Keywords section to monitor how people are finding your site; look for optimization opportunities Google and Yahoo have recently moved to secure search which limits how keywords are reported Setup Goals within Analytics to measure actions 53

54 Awareness: Consideration: Conversion: Loyalty: Display Advertising Content Distribution Video Marketing Search Engine Marketing Retargeting Marketing Social Media TRACK PERFORMANCE VIA GOOGLE ANALYTICS 54

55 Questions? Would you like a copy of the presentation? Addy Coleman Sr. Director, Digital Performance Madden Media 345 E. Toole Ave. Tucson, AZ

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