How to Maximize Your Investment in Performance Media Nancy Adzentoivich SVP, Resolution Media
Why Am I Here? Nearly 20 years experience in Digital Media and Marketing Resolution Media Omnicom s Global Performance Media Agency Travel clients include: Tourism Australia Cayman Islands Orlando Tourism Hertz Virgin Atlantic Carnival Hilton Hyatt Enterprise Cathay Pacific Airlines
7 Areas of Focus 1. Performance Media Definition 2. Identify And Understand Your Audience 3. Find And Reach Your Audience Online 4. What Is A Conversion 5. How And What To Measure Data 6. Optimization And Analytics 7. Tools Of The Trade (hand-out)
WHAT IS PERFORMANCE MEDIA?
Performance Media Also Known As Pay per click (PPC) Biddable Programmatic Platform-based Auction-based Pay for performance Optimizeable Agile
Performance Media Is SEARCH SOCIAL PROGRAMMATIC
XYZ Car Rental uses Paid Search Marketing (SEM) and Retargeting to increase rental rates They target travelers by using Search keywords related to travel and tourism in destinations that are high-car rental markets They use Search ads to offer deals and discounts Queensland Car Rentals Experience Queensland by Car. 10% Off If You Book A Car Today. www.xyzcarrental.com Save 20% When You Book Your Car Now! XYZ Car Rental They show display (banner) ads to people who have already searched Google using travel planning keywords to urge them to book NOW
IDENTIFY AND UNDERSTAND YOUR AUDIENCE
Ways Of Identifying Your Best Audience Demographics Geography Behaviors Affinities Engagement
How To Get To The Details Your CRM database Your web site Your Facebook page
XYZ Car Rental Target Customer Demographic Profile: HHI: $250k+ Female Married 49 years old No children Professional Northeast, Southern and Northern California Behavioral Profile: Has traveled for leisure in the past 6 months Has booked travel online Uses Search to research travel Utilizes mobile device to research and purchase Increasing use of Social Media Trending decline in traditional media usage Interest in fine food and wine Interest in fitness and wellness XYZ Car Rental Experience the beauty of Queensland by car
FINDING AND REACHING YOUR AUDIENCE
AWARENESS Brand web video Brand Owned Social Sponsorships & partnerships SEM non-product words CONSIDERATION Display SEM non-brand keywords Product-focused social CONVERSION SEM productspecific keywords Affiliate marketing Targeted/behavioral display media Retargeting LOYALTY CRM marketing Exclusive offers Email Incremental Revenue NEW CUSTOMERS, INCREMENTAL REVENUE Increased Lifetime Value NEW & EXISTING CUSTOMERS
Reach the Traveler When, Where, and How it s Best for Him/Her
The Right Message Optimized Customer Experience = Increased Conversion Rates + Improved Return on Advertising Spend The Right Place The Right Time
AWARENESS Brand web video Brand Owned Social Sponsorships & partnerships SEM non-product keywords How About Australia? Beauty & Adventure Awaits. Experience Australia by Car. www.xyzcarrental.com
CONSIDERATION Display SEM non-brand keywords Product-focused social Thinking About Australia? Beauty & Adventure Awaits. Experience Australia by Car. www.xyzcarrental.com
CONVERSION SEM productspecific keywords Affiliate marketing Targeted/behavioral display media Retargeting Australia Car Rental Australia s #1 Rental Company. Book Today For Special Rates. www.xyzcarrental.com
Questions
CONVERSION
A Conversion Is Any Action Leading To Revenue Quotes Bookings Closed Bookings
Understanding Conversion Rate Is Key Goal Return on Advertising Spend (groas) You need to understand xx Quotes to get xx Bookings (Book rate) xx Bookings to get xx Closed Bookings (Close rate) xx Closed Bookings per xx dollars spent (Cost per Closed Booking/CPA) Average dollars per Closed Booking Managing your media to a defined Cost/Quote and Book Rate will get you to your groas!!
Spent $10,000 on SEM & Social 25% Got 450 Quotes @ $22.22 Cost per 113 Bookings @ $88.89 cost per 4:1 Return on Ad Spend (ROAS) 70% 79 Closed Bookings @ $127 cost per Avg Closed Booking = $450 XYZ Car Rental $35,437 Total Revenue
MEASUREMENT AND DATA
What to Measure Everything! Impressions Clicks Unique visits Path Bounce rate Time on site Sign-ups Video views Shares Likes Comments Purchases..
All That Data! Don t fear data data is your friend Google Analytics Doubleclick Omniture Adobe Others
XYZ Car Rental Calls Vehicle Type Vehicle Type Longterm/Short Special Service Airline/Hotel Affinity Referral Source Time on Site Time per Page Location Airport vs. Off Bounce Rate Seasonality Visits Unique Visits Bookings Site Path Exit Path Avg. Age Preference Quotes
OPTIMIZATION AND ANALYTICS
Change is Good Keep budgets fluid Base decisions on performance Test, test, test!
XYZ Car Rental PERFORMANCE MEDIA REPORT - WEEKLY Goal ROAS = 5:1 Spend Impressions Clicks CTR Quotes Cost/Quote Bookings Cost/Booking Closed Total Revenue ROAS Action Google $ 6,000.00 65,000 650 1% 488 $ 12.31 122 $ 49.23 85 $ 38,390.63 6.4 Bing/Yahoo $ 1,000.00 40,000 400 1% 300 $ 3.33 75 $ 13.33 53 $ 23,625.00 23.6 Facebook $ 1,000.00 25,000 13 0.05% 9 $ 106.67 2 $ 426.67 2 $ 738.28 0.7 Twitter $ 1,000.00 30,000 15 0.05% 11 $ 88.89 3 $ 355.56 2 $ 885.94 0.9 Banners $ 1,000.00 120,000 60 0.05% 45 $ 22.22 11 $ 88.89 8 $ 3,543.75 3.5 TOTAL $ 10,000.00 280,000 1138 0.41% 853 $ 11.72 213 $ 46.89 149 $ 67,183.59 6.7 Move some money out of Google and increase spend on Yahoo/Bing Test new audience-targeting on Facebook to improve performance Test new geo targeting on Twitter to improve performance Limit Spend on Facebook and Twitter until performance improves Test new creative on Banners/Display to improve performance
Questions
THANK YOU! Nancy Adzentoivich SVP, Resolution Media nadzentoivich@resolutionmedia.com Twitter @SEMSage