Expanding Your Digital Audience

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1 Expanding Your Digital Audience By Steven Sentosa

2 AGENDA 1. Introduction 2. Understanding Your Audience 3. Different Type of Digital Audience 4. Reaching & Segmenting Your Digital Audience 5. Q&A

3 Introduction

4 Introduction

5 Understanding Your Audience

6 Define Your Audience Before we even talk about what digital channel to use, you need to know first who do you talk to through the digital channel you use. Your audience is not just numbers! They are actual & real person. Few questions to ask yourself before choosing your digital channel: Who is my target audience? Where is my target audience? What does my target audience like? What does my target audience dislike? What are their pain points? How does my product/service solve their problem? When would my target audience need my product? What are their main objections when refusing my product/service? CREATE MULTIPLE PERSONAS OF YOUR AUDIENCE!

7 Create a Persona

8 Different Type of Digital Audience

9 Digital Channel Grouping Direct Organic Social Type in directly to the URL bar or bookmark your site Keyword queries from Search Engines Sharing in Social Media sites Referral Links in others sites Links in Campaigns Paid Paid per click campaign

10 Ideal Balance for Each Digital Channel Group 40% 20% 20% 10% 5% 5% Direct Organic Social Referral Paid

11 Reaching & Segmenting Your Digital Audience

12 Creating Strategies for Each Channel Grouping Direct TV Ads Billboards Word of Mouth Events Organic On-Page Opt. Off-Page Opt. Social Organic Post Buzzer Outreach Viral Campaign Referral Forum Post Quora Blog Outreach Triggered Campaign Partnership Paid Google Adwords Facebook Ads

13 Reaching the Right Audience through & Paid Media

14 Objective of Our Digital Campaign Getting the Right ROI Scale Up the Volume Sustainable Expanding Our Digital Reach

15 Marketing Understanding Buying Intent Consistency, Relevancy, and Right Timing!

16 Consistency, Relevancy, and Right Timing on Your Marketing Setup your content calendar in advanced Look for seasonality in your industry A/B split your scheduled sent-outs Customize your content based on your database segmentation Always have a clear CTA (single, not multiple ones) Mix text and images together Personalize your content

17 Google Adwords Understanding Buying Intent Bid & Structure Your Campaign Smarter!

18 Bid & Structure Your Campaign Structure Smarter on Adwords Think of your target audience persona Based on your audience persona, find keywords that are relevant for the Consideration and Purchase stage Use those keywords as seeds to generate as many relevant keywords as you can using Google Keywords Planner tool Group the generated keywords into highly related ad groups Set Rp. 10,000 as a starting CPC and lower them daily as you see fit Install conversion tracker Run & test them! Monitor CPC, CTR and CR movements of each campaign Find which campaign, ad group, keywords, and ads that are working (to be enhanced) & not working (to be modified or removed) Use Google Adwords Extensions Setup your Retargeting Campaign Consider other Google Adwords Services: GDN, Youtube, GSP, Dynamic Product Ads

19 Facebook & Instagram Ads Understanding Buying Intent Segment & Target Your Audience Better!

20 Segment & Target Your Audience Better on FB & IG Think of your target audience persona Map the persona into corresponding targeting in Facebook (and Instagram) Choose your placement spots: newsfeed vs. sidebar, desktop vs. mobile Choose your campaign objective: impressions, website clicks, or conversion Choose your bidding type: CPM, CPC, or CPA Structure your campaign based on specific audience characteristics Create custom audience based on some triggered events on your website - Website Pixels - addresses Install conversion tracker Run and test them! Monitor CPC, CTR and CR movements of each campaign Find which campaign, ad group, keywords, and ads that are working (to be enhanced) & not working (to be modified or removed) Setup your retargeting campaign

21 THANK YOU!

22 Expanding Your Digital Audience with Affiliate Ad-Network Presented by

23 WHAT WE NORMALLY KNOW ABOUT M Real Time Measurable Customer Acquisition Sales Conversion Personal Maximize ROI Marketing is best used to send personalized con to your EXISTING CUSTOMER

24 The Idea Accessing database from top compani to promote your content Job Portal Property Website E-commerce Lifestyle Website OTHER COMPANY S CUSTOMER EXISTING CUSTOM

25 INTRODUCING THE AFFILIATE AD-N Advertiser Advertiser Campai gns AFFILIATE AD-NETWORK Campai gns Publisher Publisher Advertiser Publisher You Database Owners An effective way to reach out your POTENTIAL CUSTOMER by sending personalized content

26 THANK YOU!!

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