Optimise Webinar Series 2012 Running Effective Online Paid Advertising Campaigns
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1 Optimise Webinar Series 2012 Running Effective Online Paid Advertising Campaigns
2 Webinar Outline Section 1 The Online Ad Marketplace % of the marketing mix Online in the campaign plan Google paid search Google display network Targeting methods Ad combinations Case study: Legally Blonde & the State of Origin Questions Section 2 Remarketing & case studies Youtube & case studies Facebook advertising Facebook ad formats & targeting Sir David Attenborough case study LIKE ads Facebook benchmarks Overall NZ benchmarks Questions & wrap-up
3 ACMN is Australia s largest entertainment marketing and advertising agency. We operate across Australia and New Zealand with a head office in Sydney and offices in Brisbane and Melbourne. Jersey Boys Oz & NZ Annie WICKED the Musical Legally Blonde South Pacific The Addams Family Sir David Attenborough Heston Blumenthal Bear Grylls King Tutankhamun Exhibition Melbourne Alexander The Great Exhibition Sydney Legally Blonde Tap Dogs Dr Zhivago
4 Choreograph your online advertising Planning sequences Put the steps together in combination Layer your campaign for maximum impact
5 The Online Ad Marketplace
6 Share of total advertising expenditure Source: pwc media and entertainment Outlook ; Aug 2011
7 Top Internet Properties in NZ
8 Top Internet Properties in NZ
9 % of the marketing mix Online ad spend share of total: 23%+ Broken down as follows - 53% search, 24% display, 23% classifieds At ACMN somewhere between 10 and 80% A strategic decision based on research
10 % of the marketing mix Research tools available: Facebook campaign set-up Facebook page search Youtube search Google search & Google ranking
11 % of the marketing mix Legally Blonde Brand Fans Geoffrey Rush Musical fans
12 % of the marketing mix 15,000 Addams Family related videos on Youtube
13 % of the marketing mix How well do we rank for key search terms?
14 The Campaign Plan Awareness Consideration Trial Loyalty TV Direct Mail/eDM Print Radio Outdoor Display Video ads Display Video ads Remarketing Search Social Social
15 Google search - national Brand campaign 70% desktops 30% mobile Keywords include: Legally Blonde Legally Blond Legally Blonde Lyrics Reese Witherspoon Elle Woods Cast campaign 70% desktops 30% mobile Keywords include: Lucy Durack Rob Mills Young Talent Time Erika Heynatz Cameron Daddo Helen Dallimore Awareness campaign 70% desktops 30% mobile Keywords include: Sydney musicals Broadway musicals What s on Sydney Broadway tickets West End tickets
16 Google Network The Google Display Network is Australia & NZ s biggest ad network. Every month they reach 70 to 90% of Internet users across Australia & NZ. Reaches the most popular websites PLUS 400% more ads on niche sites than any other ad network. Including the major media sites ie: Nzherald.co.nz Stuff.co.nz
17 Google Network Google search: find audiences searching for your event, or for keywords related to your event Interest Categories: Target an audience by their interests Placement Targeting : Pick the sites an audience likes Contextual Targeting: Find the perfect pages using keywords and themes Topic Targeting: Advertise where it s most relevant Remarketing: Reconnect with people who have visited the website or played a youtube video Youtube: Target relevant Youtube content...
18 Just some of the options! Static, animated gif and Flash formats Size used depends on the targeted placement
19 Google Network Which targeting methods do we value the most and why?
20 Digital Duets TV Publicity Press Online Mobile
21 Legally Blonde & the State of Origin The Challenge How do we make the most of Lucy s performance at Origin? How do we turn the performance into ticket sales? How do get long-term lift from a short term spike?
22 Publicity + Social + Display + Remarketing Campaign results CTR = 0.51% CPC = $0.68 Web traffic + 195% Mobile traffic 35% Facebook traffic +300% Talking about Legally Blonde on Facebook Remarketing tagged for future targeting!
23 Remarketing
24 Remarketing Ad formats: Text ad Animated gif Static back-up Flash Campaign results CTR = 0.1% CPC = $1.22 Conversion rate = 16.3% Refresh the message: Reviews Price offer Opens in 2 weeks
25 Remarketing NYC Case Study Recent Broadway musical remarketing campaign Ad combination Facebook advertising plus remarketing Conversion rate estimate 6 to 7%
26 Youtube Target users when they are watching a video or searching for a video. Companion medium rectangle Video overlay text/banner Promoted video + Plus Pre-roll
27 Legally Blonde NZ Youtube Campaign Brand Segment Video views = 10,476 CPV = $0.07 Website clicks = 1,072 CTR = 10.2% (9% in Australia) CPC = $0.66 Musicals Segment Video views = 4,795 CPV = $0.04 Website clicks =183 CTR = 3.8% (5% in Australia) CPC = $1.13 Conversion rate 9.24% CPT = $4
28 More Examples... Tap Dogs Campaign Video in display CTR = 2.57% CPC = $0.62 Jersey Boys NZ Youtube Promoted Video CTR = 1.9% CPC = $0.23
29 Traditional Display Example Jersey Boys NZ Herald Christmas Total visits : % new visitors 9% more than average. 269 have played a video on site 554 continued on to purchase tickets. Result: 46 transactions
30 Facebook Advertising Facebook penetration in New Zealand is 52.70% compared to the country's population and 66.09% in relation to number of Internet users. The total number of FB users in New Zealand is reaching 2,220,480 and grew by more than 120,420 in the last 6 months.
31 However...the targeting options are virtually endless! Brand Performance Genre targeting Musical fans
32 The ad formats Friend ads Sponsored story video ads Facebook LIKE ads Direct to website ads +Plus photo ads, event ads, app ads...
33 Sir David Attenborough Facebook campaign building for insight 97,000 people with an interest in Sir David on Facebook Breakdown by city to determine market
34 Sir David Attenborough The Result From 0 to over 9,000 fans in 3 months. Australian tour sold out! Campaign statistics CTR = 0.21% CPC = $0.23 Conversion rate: 60.5% CPA = $0.38
35 Finding friends who the same thing Harry Sally Ensure your advertising is social
36 2.6 x the result! Double the CTR Conversion rate + 30% higher 20% cheaper acquisition
37 Jersey Boys NZ Facebook Combined website link and Like ad Primary measures: Clicks: 3,056 CTR: 0.7% CPC: $0.75 New fans: 1,041 Sales conversion rate: 7.2% Secondary measures: CPF: $2.20 Fan Conv Rate: 55%
38 Detailed analytics Who responded by demographic, type of interactions, total impressions and total reach etc
39 Facebook Ad Benchmarks Cost per fan Iconic brand: <$1 Average brand: $1-$2 Unknown brand: $2-$3 CTR Existing Fans: 0.2% New Fans: 0.1% FB Average 0.04% STOP!: 0.02% Conversion Rate (fans/clicks) Aim: 75% Average : 30% STOP!: 15% Our results: CPF = $1.16 Conv Rate = 62% CTR = 0.14$
40
41 Ad formats in combination Facebook ad plus Google remarketing TV ad plus Facebook sponsored story video TV ad plus Youtube video ad Publicity plus search ad plus display Remarketing after publicity Facebook LIKE ad plus friend ad TV plus mobile including TV publicity plus mobile
42 Useful Resources Social Bakers New Zealand Facebook Statistics Google Display Network Ad Planner Global Google Adwords Benchmarks and Insights Mediamind Smart Online Advertising Infographic _benchmarks_2011-infographic.pdf
43 linkedin.com/company/acmn
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