wsi world - ifa 2014
DESCRIPTION
Driving Growth in Challenging TimesTRANSCRIPT
February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
Google and Facebook Advertising
• Bad execution vs. Bad strategy• Understanding the language• Becoming a smart consumer• General trend – supply and demand, arms race
February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
Google and Facebook Advertising
• Google• Facebook• Landing Page Optimization (LPO)
February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
Google Advertising
• What is paid search?– AdWords– Display• remarketing, interests & topics, contextual keywords,
Direct placements
– Product Listing Advertisements– YouTube
February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
Google Advertising
• INSERT SLIDE WITH IMAGES FOR EACH
February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
What is AdWords
• You pay for a keyword – auction based pricing• Clicks can be VERY expensive• Quality score drives your pricing and
positioning• Impressions are free – clicks are paid for• Think differently vs. traditional direct response• AdWords (and other traffic) seeds remarketing
February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
Google Advertising
• INSERT REMARKETING IMAGE
February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
Remarketing
• A marketer’s secret weapon– Increases campaign cost by 15-20%– Increases performance by 50%– Powerful branding impact is the bonus
February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
Google Advertising
• Video– Very cost effective (geo targeting, low adoption)– Big branding impact– Video required
February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
Google Advertising
• Inefficiencies– Geo-targeting and leakage– Short tail vs. long tail– Call tracking – 80% of service
based leads are phone calls
February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
Google Advertising
• Critical success factors– Speed to lead (MIT/Harvard Research)• 1 vs. 2 hr response – 7 times more likely to contact
– Landing Page Optimization
February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
Google Advertising
• Issues/Risks– Dangers of being #1– Enhanced Campaigns– Elasticity of demand – leverage the business cycle
February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
Understanding Business Cycles
February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
Facebook Advertising• Facebook Advertising – what is it?– Page post ads– Right side-bar ads– Dark ads (unpublished posts)
• Advantages– Allows you to be active vs. passive (google)– Still untapped by advertisers– Capture more information – campaign building
February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
Facebook Advertising• Pricing models– CPC (Facebook equivalent to PPC)– CPM– Optimized CPM (oCPM)
February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
Facebook Advertising
• Critical success factors– Building custom audiences• Your own• Targeting others’ audiences
– Power Editor (tool for power users)– Driving traffic outside vs. inside your FB page– Retargeting (leverage Google PPC, SEO, etc.)
February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
Facebook Advertising
• Issues/Risks– The pursuit of “likes”• Importance of “social proof”
– All leads not created equal (high vs. low in funnel)• Track your cost per sale – analytics, call tracking etc.
February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
Landing Page Optimization
• Digital Alchemy– Traffic costs don’t change, but results do!
• Multivariate analysis
February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
Landing Page Optimization
February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
Landing Page Optimization
February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
PAGE A:
February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
PAGE B:
February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
WHICH PAGEPEFORMED THE BEST?
A B
February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
A B
PAGE B GENERATED:24% MORE SALES47% INCREASE IN REVENUE PER VISITOR
February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
PAGE A:
February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
PAGE B:
February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
A B
WHICH PAGEPEFORMED THE BEST?
February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
A B
PAGE A GENERATED:40% INCREASE IN SALES41% INCREASE IN REVENUE PER SALE
February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
ORDER TODAY
February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
MARKETERS ALWAYS MEASURE!
February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
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