CA Community College Public Relations Organization The Evolution of Digital Marketing

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1 CA Community College Public Relations Organization The Evolution of Digital Marketing Brian Kroll / VP West & Strategic Accounts /

2 Agenda The Changing Digital Landscape The Importance of Search Engine Marketing (SEM/PPC) and Search Engine Optimization (SEO) Marketing to Prospective Students via Programmatic/RTB Focusing on the Metrics that Matter Q&A Session

3 The Changing Digital Landscape 3

4 We ve Moved Online 50 YEARS AGO

5 We ve Moved Online TODAY Today

6 Everyone & Everything is Online 2.4 Billion internet users worldwide 2.8 Zettabytes Of information created in 2011

7 We re All Consuming & Creating 2.0 Billion searches every day 100 Hours of video uploaded every minute

8 The Consumer Funnel Isn t a Funnel Anymore

9 The Journey Has Radically Changed

10 Multi-Screen is Essential

11 Consumers Are Hyper-Informed 78% of users go online to search for products & services Number of Online Sources 18 considered before making purchase: 10 7

12 Channels Play Different Roles CONSUMER JOURNEY: PATH TO PURCHASE 12

13 The Importance of SEM & SEO 13

14 Trends Change Over Time Dec 22 28, 2013 Aug 24-30, 2014

15 Maximize Exposure on Search Results Pages 100 % Market Reach: There are 2 core components to Search Marke2ng required to reach 100% of the adver2sers poten2al customers: Paid lis2ngs or PPC, and organic lis2ngs or SEO 91%* of all users use the internet to search for products or services. 35%** of searches have local intent. 89%*** of users will not leave the first page to find a local business.

16 The Fundamentals of SEM Search engine marketing (SEM) is a form of Internet marketing that promotes websites by increasing their visibility in search engine results. 4 FUNDAMENTAL ELEMENTS OF SEM: ADVANTAGES OF SEM/PPC: 1. Keyword Research and Optimization 2. Text Ad Composition and Optimization 3. Landing Page Selection and Optimization 4. Ad Extension Selection and Optimization Increase traffic quickly Increase quality of traffic Increase exposure through sponsored links Target consumers in the evaluation phase Target consumers interested in specific products & services A/B Testing Universal Monitoring Section 4: Appendix 16

17 For Google, its all about RELEVANCE Clickthrough rate Relevancy Landing Page Quality Score Eligibility Price Top Slot Position Determines whether your ad is eligible to enter the auction for that query A better Quality Score reduces the price you need to bid to maintain a given position Only high quality ads are eligible to appear above the natural search results Determines the relative position of your ad in relation to the other ads on that result rage

18 The Fundamentals of SEO Organic Search 1. Site Structure & Op>miza>on (On- Site) Review site issues (coding, linking, content, naviga2on, HTML and XML sitemap, etc.) Op2mize a variety of sta2c HTML pages; including crea2on of keyword- rich 2tles, meta descrip2ons and image alt text 2. Content Crea>on & Op>miza>on (On- Site) Re- write and op2mize Website marke2ng copy on targeted pages to arract traffic, convert site visitors and add value for users. 3. Link Development & Op>miza>on (Off- Site) Directory and Search Engine Submissions Content wri2ng and distribu2on services Social Bookmarking Local SEO Marke2ng

19 Marketing to Prospective Students via Programmatic/RTB 19

20 Reaching Consumers via Programmatic ONLINE MEDIA MOBILE MEDIA ONLINE VIDEO 2:12 Average Time Spent per Day 2:51 Average Time Spent per Day :55 Average Time Spent per Day Target By: Geography Demographics Category Behaviors Source: US Time Spent with Media: The Complete emarketer Forecast for 2014

21 Conquesting new, in-market site visitors Use Programmatic RTB Tactics to systematically conquest new visitors to your site during the consideration phase, optimizing to the lowest effective cost per engaged visitor. 21

22 How Real Time Bidding (RTB) Works Bidder 1 Ad Impression on Publisher Site Served to Visitor Ad Exchange RTB Auction Bidder 2 Data Management Platform (DMP) 3 rd Party Cookies (Behavior, Interest, Intent, Purchase history, etc) provide data on the user unique to this specific impression Bidder 3 Total Auction Time < milliseconds

23 Programmatic RTB Tactics 1. Understand Site Activity Customize Targeting to Maximize Conversion Potential. BLEND: Display and Video Behavioral & Category Targeting LOOK-A-LIKE TARGETING: Find a larger audience based on smaller audience s characteristics Scale up based upon success. 23

24 Focusing on the Metrics That Matter 24

25 Focus On the Metrics That Matter Focus on conversion events & reverse engineer data to conquest new look-alike visitors. What pages on your site typically precede conversion? Evaluate paid/referral traffic relative to organic traffic metrics (bounce rate, time on site, pages/session, etc) USING METRICS THAT MATTER Ü NEW ENGAGED VISITORS Ü CONVERTERS SITE VISITORS ENGAGED VISITORS TARGET ECPA $X.XX CONVERTERS $ TARGET ECPA $Y.YY

26 Thank you for your time today! 26

27 27

28 About AdTaxi ADaptive marketing, local people. AdTaxi is a digital marketing company built to serve local and regional businesses. We specialize in audience targeting using 1st party data, RTB, Search Marketing and Social Media. Our sales force combines targeting technology with their knowledge of the local market to bring our client partners a unique approach to digital marketing services. OUR SOLUTIONS INCLUDE: Local News Advertising Audience Targeting Search Marketing Social Media Marketing Content Marketing Salespeople globally 80+ Person operations and client services team 3800 Campaigns run each month. We know what works Section 1: Let s talk about who we are 28

29 Google Adwords Premier SMB Partner AdTaxi is one of 20 Google PSPs in the North America. AS A GOOGLE PARTNER, ADTAXI PROVIDES: In-depth expertise in AdWords, your local market, and Google technologies that support advertising performance to drive traffic both online and in store Skilled, full-service AdWords campaign management, from setup to optimization, to help you maximize your advertising investment Regular, detailed reports with meaningful metrics that deliver key insights into your AdWords campaign performance Marketing guidance and support to help you actively manage your marketing programs, making it easier for you to focus on running your business Section 4: Appendix 29

30 SEM Search engine marketing (SEM) is a form of Internet marketing that promotes websites by increasing their visibility in search engine results. 4 FUNDAMENTAL ELEMENTS OF SEM: ADVANTAGES OF ADTAXI SEM: 1. Keyword Research and Optimization 2. Text Ad Composition and Optimization 3. Landing Page Selection and Optimization 4. Ad Extension Selection and Optimization Increase traffic quickly Increase quality of traffic Increase exposure through sponsored links Target consumers in the evaluation phase Target consumers interested in specific products & services A/B Testing Universal Monitoring Section 4: Appendix 30

31 Audience Targeting: Audience Extension AdTaxi matches the right impression to the target audience by: Using inventory from multiple sources From thousands of different websites With targeting data from 1 st & 3 rd party sources Section 4: Appendix 31

32 Audience Targeting: Brand Safety AdTaxi partners with Integral Ad Science to ensure that the websites we deliver advertisements on are safe. CONTENT RATING SYSTEM: RESULTS: Scores individual pages & blocks: Adult Content Offensive Language Illegal Downloads Illegal Drugs Alcohol Hate Speech Ensures Brand Safety pre-campaign Guarantees that ads run near content safe for your brand Preventatively blocks ads from running where they shouldn t Predictive Analysis: real-time fraud detection including browser and IP address data Section 4: Appendix 32

33 Dynamic Creative AdTaxi Dynamic Creative uses data to target individual consumers. Each impression is optimized to reach the right user in real-time with the most impactful message. DYNAMIC CREATIVE CAPABILITIES: RESULTS: E-Commerce Retargeting: Shows user products left in cart, or products last viewed Geography: Targets users based on IP Address show local retail information in ad Day-Parting: Shows user unique message based on local time-of-day Ability to reach a precise audience Custom-tailored messages Reach current customer database Granular Targeting High Conversion Rate (average.04% conversion rate) Section 4: Appendix 33

34 Conversion Tracking AdTaxi s conversion tracking utilizes container tags to optimize campaigns across platforms. Track conversions across: Display Social Video TAG PACKAGE BENFITS: CONTAINER TAGS PLACED ON: Enables attribution tracking Insight into overall campaign performance both pre & post click Provides visibility into campaign impact on web traffic and other metrics beyond the click Thank You page (after a form fill page) Confirmation of purchase page Directions or Map page Contact Page Differentiates performance of various campaigns Section 4: Appendix 34

35 Audience Targeting: Category Targeting AdTaxi s Category Targeting matches advertisements to relevant online content. CATEGORIES: Sports Games Shopping Dating Business Entertainment Science Holidays Health Fashion Gadgets Jobs Moms Education Fitness Music Travel Family Food Pets Cultural Finance Automotive Home Improvement Real Estate Politics Weather Home & Garden Section 4: Appendix 35

36 Audience Targeting: Behavioral Targeting AdTaxi BT reaches consumers with ad messages relevant to them based upon their behavior. BT DATA: TARGETING CAPABILITIES: Online Behavior Offline Behavior Brower History Purchasing Activity Membership Associations Makes and Models of Cars Travel Destinations Healthcare Needs Educational Seeker Real Estate Buyers Job Seekers Fashion Passionate Section 4: Appendix 36

37 Content Marketing AdTaxi s content marketing solution, emerge, generates interest and awareness by developing connections between brands and their target audiences through valuable content. CAPABILITIES: Custom Content: Creation and distribution of original content across our newspaper.com web and mobile properties. Content is surrounded by the brand, creating a cohesive message and brand experience for our readers. Brand as Publisher: Increase engagement on a brand s website by sharing relevant content that keeps readers coming back Influencer Outreach: Leverage creativity and trust of influencers to connect with the brand s target audience. Amplify content across influencers social graph to make a brand s stories spread farther and faster. Production Capabilities: Blog Posts Reported Articles Feature Stories Marketing Videos Event Coverage Digital Features Info-graphics Press Releases Slideshows White Papers Section 4: Appendix 37

38 Content Marketing APPROACH TO CONTENT MARKETING: ADVANTAGES OF CONTENT MARKETING: We offer a full-service solution for businesses providing high-quality content and distribution. With a background in journalism, we are committed to creating quality content. That quality translates to the content marketing services we provide for brands. Educate and inform your customers Increase consumer engagement Achieve brand lift Position your brand as a thought leader Increase brand loyalty Build awareness of new offerings 78% of consumers say custom content makes them feel closer to the sponsoring company.* *Source: Content Marketing Institute 82% of consumers like reading content from brands when it s relevant** **Source: Content Marketing Association Section 4: Appendix 38

39 Social Media AdTaxi s Social Media solution connect brands with customers on relevant social media channels to drive engagement and interaction. SOCIAL MEDIA CAPABILITIES: 1. Build: Social Image Startup 2. Create: Content Creation 3. Advertise: Sponsored Engagement Post Promotion 4. Activate: Social Contests 5. Measure: Optimize based on Results ADTAXI ADVANTAGE: Relevant Social Platforms Strategic Partnerships i.e. Facebook Experience & Expertise Expanded Targeting, Optimization, and Budgeting Capabilities

40 Thank you. 40

1 Sales Relationships Trust Opportunity Source: The Trade Desk 6 Source: The Trade Desk 7 2014 WORLDWIDE Source: emarketer 2014, Display RTB 8 2017 $20.8B WORLDWIDE U.S. $10.4B EUROPE $3.3B LATIN AMERICA

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