digital marketing

1

Digital Marketing By Cybil Shepherd Faelden You can’t just ask customers what they want and then try to give that to them. By the time you get it built, they’ll want something new.

- Steve Jobs (CEO, Apple)

FIND

FORMULATE

FIX

FLY

2014

Cybil Shepherd B. Faelden Digital Marketing Executive

6/5/2014

2 | P a g e Cybil Shepherd Faelden Digital Marketing Executive

With Digital Marketing in mind, you can never go away with the above marketing channels thus I will

feature my experiences with all of the above.


CASE STUDY 01:

E-Commerce: Increase ROI with Google Shopping

Campaign 01 is the top seller of apparel products with a specific niche

targeting only the judicial industry. He’s dilemma was that he’s only doing text ads on

Google search network and he wants to expand his target market moving sales to a

higher level.

By the end of the first month, client was amazed with how great and powerful

to have an image ad on Google search results page – it is more compelling since the

product image, price, brand and special text ads are there. Moving forward, product

feed optimization and product segregation to further improve product listing ads.

The Approach:

Offered Product Listing Ads or Google Shopping Campaigns

Ensure products feeds are segregated according to product id

Ensure campaign setup is done right and product targets are used

Create compelling ad copies that shows our value added proposition

Product Listing Ads (PLAs) are search ads that include richer product information, such as product image, price, and merchant name, without

requiring additional keywords or ad text. Whenever a user enters a search query relevant to an item in your Google Merchant Center account,

Google will automatically show the most relevant products along with the associated image, price and product name.

The Results:

Revenue through CPC soared from $922.47 to $2,519.12

Increase cost of $71.07 for the whole month of April

ROI from 186.82% increased to 541.81%

Total number of sessions almost hit double without doubling the cost

Bounce went crazy down from 24.59% to amazingly 1.41%


CASE STUDY 02:

Lead Generation: Reaching for the Converting Audience

Campaign 02 is Perth’s #1 Painter Service Provider

and wants to brand a new website solely for the purpose of generating leads,

building email list and target Melbourne market for such service.

The website was built under our agency in accordance with the plan, goals

and objectives the client laid. We were able to deliver quality, unique and

compelling content as landing page for our pay per click campaign. Online forms

were able to capture high quality leads – though they are 3 step processes.

Client’s YouTube video was created to

advertise the new brand and additional content to

the website. Moving forward, we’ve advice the

client to target Display Network for a larger reach,

cheaper cost and creativity is limitless.

The Approach:

Competitor Analysis – to verify who’s who in the target market and what

keywords are they using

Build a strategic pay per click campaign based on client’s services offered in his

website

Conversion tracking for get free quote and contact us form as lead generation

Ad copies were made compelling and to feature an offer unique from other

advertisers online

Promoted his Brand with a 1 minute YouTube Video

The Results:

Conversion Rate is rocking 10% ( 1 out of every 10 clicks)

Cost per Click is on an Avg. of $7.5 ranking #2 on Google SERP

Every lead would turn to at least $500 worth of project

By the end of first month, client got 50 conversions (both contact us and get a

quote)


CASE STUDY 03:

Remarketing with Google Analytics

Campaign 03 is a 3-Star hotel/resort in Gold Coast, Australia has someone to do his

Google Adwords campaign however it’s not success. From Google Analytics, we’ve identified a lot

of traffic sources that have a lot of visits but very few conversions. Through our campaign audit,

we’re discovered that first time visitors are less likely to convert/book for reservation. We were

able to identify our client’s campaign weaknesses and strengths thus an action-based marketing

plan was made to capture every visitor we have in our website.

Our game plan is to encourage and reengage our visitors who didn’t book initially

offering them more value for them to return and complete a reservation. We are challenge to

develop strategies as to ad copies (text, banners and animation) and bring them to a dedicated

relevant landing page – for both desktop/tablet and mobile. Moving forward, everything is

under improvement and strategies are made along the way.

The Approach:

Remarketing Campaign Remarketing lets you segment your audience of past site visitors and deliver relevant ads for your search and display campaigns

based on the actions people have taken on your site.

- Establish a remarketing list segregated from traffic sources, medium, all pages and campaigns created

- Design relevant ad copies – text, banner, animated and video ads.

- Define groups in accordance to booking cycle, location, on-site behavior and more.

Contextual Targeting via Display Network Contextual Targeting lets you show your message to users exactly when they’re reading about your products and services across the

millions of web pages in the google network – automatically and in real time.

Created more lead generation forms – Inquire Now, Get Best Rates, Online Promo and Call Tracking.

The Results:

Goal Conversion Rate increased by 31.70% -- from Q1 2.18% to Q2 (not yet done) 2.87%

More calls turned to reservations


CASE STUDY 04:

Your Brand across and through Digital Marketing

Campaign 04 is a penalized website by Google due to

improper practices that 2013 thus all keyword rankings are dead and

gone. As per audit, all efforts and plans for 2014 would run through ways of making people

aware of the brand and it’s still up selling graduation items.

The Approach:

Paid Advertising Campaign – Google, Facebook and Bing/Yahoo

Social Media Accounts (G+, Facebook & Twitter)

Landing page optimization – design and feel.

Product Listing Ads

Content development

The Results:

Revenue from all campaigns are no where far from previous year despite losing 50% due to almost zero organic

rankings.

Google+ Followers running 962 in total

Facebook page likes are running 35, 495 in total

Google Shopping and Product Listing Ads were able to bring our total cost by 50%

Overall ROI from Jan – May 2013 300%+ to Jan – May 2014 700%


For more than 2 years now, I’ve been working for more than 200 unique

websites in order to run a pay-per-click advertising for their products and services.

All those years, I am so bless for having a mentor – who made me dream that I can

definitely do digital marketing. I started working under him -- learning firsthand

experience and all best practices regarding pay-per-

click advertising.

I have this motto of keeping myself better each

day and make sure of solving peoples marketing and

advertising problems. If one is into digital marketing

then one should prepare the mind and the heart of

improving client’s business by identifying the strength

and weaknesses, able to continuously improve

his/her knowledge as to strategy and should know the

latest trend, features and what not. It’s either you

innovate or die. One needs to keep up with change.

Digital Marketing is so broad and overly dynamic

that we need to break every factor and identify them

uniquely to bring about clarity in the eyes of diversity and chaos. It is a puzzle

about knowing which pieces work, putting them together—reorganizing and

strategizing, and further explore the market to open up for something new.

How I solve a puzzle,

FIND. FORMULATE. FIX. FLY.


In Digital Marketing, there is only one rule: There Are No Rules. We do what

we do based on best practice guidelines, experiences that we earn and knowledge

that we gain from reading other experiences but not all of them would work for all

campaigns. Every campaign is unique even they are of the same niche, industry,

target market and website; the strategies that apply to one does not necessarily

apply to the other. With that in mind, a marketer needs to seek to be able to find

more than what meets the eye.

My strategy in everything is always to divide and conquer – for Digital

Marketing this is called Digital Decoupling (I happened to figure the term exist

now). This is where you need to identify what’s on hand – SWOT Analysis

(Strength, Weakness, Opportunities and Threats). Adding a name or simply

labeling everything would give you the idea of where to start. Most people would

do the “the best practices” immediately without even gauging the problems a

particular campaign have.

The first phase in everything is about seeking and finding factors in order to

know what needs working, to establish key objectives and to identify questions.

Remember, a doctor needs to diagnose before treatment.


So you’ve find the challenges, identify what you have and establish goals

needed to accomplish. The next phase is about formulating ways to solve the

problems, moves to incorporate all things and steps to take in achieving the goals.

This is where strategies are made, plans are born and the “to dos” are laid

down in the process in order to explore solutions in conjunction with the services

and skills the team has to offer.

For me this is where, I ask myself of what I can do to bring change and what

steps I will take to accomplish the tasks at hand. I figured Digital Marketing needs

SMART Goals also – specific, measurable, achievable, realistic and timely; where

one can work his/her abilities in a graceful manner.


ACT!

This goes to what you do FIRST.

I keep a checklist of how I fix things:

Prioritize by where your client make money quickly

Do the big things

This is where we launch the components of our custom tailored digital marketing

strategy. We press the start button by setting everything live. People tend to think

that when they made the changes the work is officially done however that is

ordinary; to be extraordinary, we do a little “EXTRA”.

The word is “T.E.S.T.”

A test is either planned or unplanned.

One needs to undergo such phase in

fixing things in order to innovate and

refine strategies. Planned tests are

more calculated risks and data gathered

can be use to optimize strategy. While

the ones that surprised us and brought

about sudden changes from our plans

and strategies are more detours of

success. Yes, I call them detours. It’s

when you are flexible and being able to

adopt in a diverse environment makes

you stronger and wiser that your campaigns would also become better.

More or less, things are better off when you’ve experienced it and learned

from what is there to learn. It’s a matter of choice.


Digital Marketing will never end – it’s continuous and evolving. The way

marketers should be is to become one with the elements of marketing and

advertising in order to soar and fly.

Fly means expansion and going to greater heights – this is where companies

are moving outside the box, face new challenges and conquer unidentified

territories. It is frightening that’s a fact but for the brave, it’s a new battle to win.

It’s is more about now rather than how, now rather than before; for now is

the start to forever and with digital marketing, it’s for you to decide to go far or

not.


In Summary, there’s no perfect system or even law for marketing and

advertising in this digital world. There’s a long list of factors and strategies – all for

one sole purpose: your customers.

I’ve read about 3 Keys to Digital Marketing Success (I don’t know why the #3)

but yeah I figured the following are true to my case:

Manage complex customer relationships across a variety of channels –

both traditional and digital

Respond to and initiate dynamic customer interactions

Extract and continue to give value to your customers

~Thank You~

digital marketing

Documents