Pre-Click Digital Media Strategy

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Lizbeth Payne
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1 Pre-Click Digital Media Strategy Elliott Wilkerson Director of Digital Media Buying January 28, 2016

2 We will discuss the tactics that are available within digital media to help drive potential donors to your website. Learn the basic terminology, how we approach each tactic and how we evaluate performance

3 Digital capabilities Service area Capabilities Digital strategy Planning Analysis and reporting Benchmarking and trending Thought leadership Innovation Search Paid search Google Grants management SEO/SEO audits Display advertising Banner ads (static & animated) Ad serve DSP Affiliates: emiles, MyPoints, etc. s and e-newsletters Copy and design Production and deployment Video Appends Mobile responsive design Website Audit Build, design and development Redesign Optimization Mobile responsive design Service area Landing pages Mobile Social media ecommerce catalogs Video Capabilities Copy and design Production, coding and implementation A/B optimization testing Platform development Responsive sites and s Optimization and maintenance Innovation and app development Platforms: Facebook, Twitter, Pinterest, etc. Content strategy Touts, ads, etc. Strategy, copy and design Production, coding and implementation Optimization Pre-roll and post-roll Embedded/contextual 3

4 Russ Reid s digital media strategy: 1) Identify the correct target audience groups (Planning) 2) Develop and test media and creative strategies focused on converting and cultivating target audiences (Buying & Creative) 3) Evaluate performance through advanced tracking, reporting and attribution models (Analysis)

5 Media planning and audience identification process Client Specific Historical Results Marketplace Conditions / Trends Audience Selection & Segmentation Media Channel Opportunity With a short and long term view 5

6 Media Buying Tactics & Terminology

7 Digital Marketing Technology Terminology A Marketing Technology Stack includes: Web Analytics (Google Analytics, Omniture, etc.) DMS = Donor Management System (Ex: Raiser s Edge) CMS = Content Management System (Ex: WordPress) CRM / ESP = Customer Relationship Management / Service Provider (Ex: Exact Target) DFA = DoubleClick for Advertisers (3 rd Party Ad Server) DSP = Demand Side Platform (Ex: DoubleClick Bid Manager) 7

8 8 Digital Conversion Funnel

9 The media buying process has completely outstripped human capabilities. We re using millions of fragmented places and data sources... we re literally talking pedabytes of data. -Eric Bader, CMO, RadiumOne 9

10 10 Russ Reid s programmatic media solution

11 11 Lookalike modeling

12 12 Site retargeting

13 13 Search retargeting

14 IP address retargeting IP addresses can be uploaded into the DSP and activated for retargeting within a few minutes 14

15 15 Offline to online match - offline data informs online targeting

16 Cross platform retargeting Multiple touch points = increased awareness 16

17 17 Facebook direct ads (newsfeed) vs. Facebook exchange ads (right-hand rail)

18 18 YouTube TrueView ads

19 Paid search strategies

20 20 Protect the Brand

21 Keyword themes & examples For Missions, Russ Reid bids on the following types of relevant keywords: ü Brand ü Services (feed the homeless, homeless shelter, etc.) ü Location ( City rescue mission, State rescue mission, etc.) ü Donation (charities, non-profits) ü Hunger (feeding the hungry, hunger charity) ü Holiday (Easter, Thanksgiving, Christmas, and Year End) 21

22 Prospecting, search funnel & account structure - Automated bid tool 22

23 23 Ad Copy

24 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 24

25 Google for Nonprofits Google Grants Strategy Limitations YouTube for Nonprofits 25

26 Creative strategy

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31 Reporting & Attribution

32 Donor Conversion Funnel Unfortunately the donor-journey is not as linear as previously understood, which creates questions around what and how to value the multi/omni-channel journey. 32

33 33 How Do We Measure Success Online?

34 34 How Do We Measure Acquisition vs. Cultivation?

35 Match-back Studies Direct Mail Match-backs: Most accurate way of tracking offline to online influence (or vice versa) We have typically seen a 9%-15% lift in acquisition mail response rates (revenue) for cultivation when including web gifts Broadcast Match-backs (DRTV and Radio:) Utilize web analytics to measure gifts that have come in at certain gift amounts, within a certain geography or time of day Utilize any Where did you hear of us form fields 35

36 Attribution Models It will be essential to implement the proper web analytics, conduct match back analysis as well as general donor file analysis to come up with the correct multi-channel credit model 36

SEM, Display & Best Practices

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 SEM, Display & Best