An Introduction To Digital Marketing
Who Am I? Richard Briddock: Media Director As the Media Director, Rich leads Cardinal’s SEM practice, which includes oversight of the search, display, analytics and reporting disciplines. He also serves as the strategic advisor for all of Cardinal’s top SEM clients. Richard’s digital marketing experience includes working on multi-million dollar media accounts for a number of fortune 500 companies including Verizon, H&R Block and Equifax. He is a specialist in holistic SEM strategy, paid search optimization, mobile optimization, conversion and analytics and is always looking to develop innovative approaches to improve client performance.
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A Changing Market
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The New Path To A Sale
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Traditional Advertising On The Decline
PRINT ADVERTISING REVENUE ↓62% IN THE LAST 10 YEARS
RADIO ADVERTISING SPEND FELL BY 2% FROM 2010 TO 2013
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Digital Advertising Growing Exponentially
ONLINE ADVERTISING REVENUE ↑ 36% IN THE LAST 2 YEARS ONLINE AD SPEND ESTIMATED TO DOUBLE FROM 20112016 Proprietary and Confidential
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Digital Advertising Growing Exponentially
83% OF PEOPLE IN THE US HAVE PURCHASED SOMETHING ONLINE WHILE AN EVEN HIGHER % HAVE RESEARCHED A PRODUCT.
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Digital Advertising Growing Exponentially
SALES ON MOBILE DEVICES WILL ↑ FROM 15% TO 25% BY 2017
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B2B Advertising 1.3 Million Businesses Currently Advertise on Google
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B2B Advertising: The Challenge
Generating high-quality leads is by far the number one challenge for B2B marketers (61%).
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B2B Advertising: The Solution
The most effective lead generation tactic used by B2B marketers is the company website followed by email marketing and SEO/PPC (digital marketing).
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B2B Advertising
Lead generation budgets are going up for about 50% of B2B marketers. Budgets will stay flat for 44%. Only a small number of marketers (7%) expect lead generation budgets to shrink.
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B2B Advertising
3 Main differentiators of B2B
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B2B Advertising
1. Your B2B buyer could be one of many people from various departments at a company.
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B2B Advertising
2. B2B buyers tend to do a lot of comparison shopping.
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B2B Advertising
3. The sales cycle is generally longer in B2B.
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Paid Search
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Paid Search: Understanding Interactions On The Purchase Funnel
Customer Purchase Funnel
Display
Paid Search
Remarketing/RLSA
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Paid Search: The Value Proposition
Reach Real-time distribution at massive scale Relevance Your ad is seen only by customers who are looking for what you have to offer
ROI Pay-per-click model ensure that you are paying for qualified leads
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Paid Search: The Value Proposition
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Paid Search: How It Works
1. Advertiser bids on a keyword related to their business
2. User searches with that keyword on Google 3. Advertiser’s ad appears above a list of search results4
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4. User clicks on the ad and goes to the advertiser’s website 5. Advertiser pays Google for click based on bid
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Paid Search: Where Do Your Ads Show?
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Paid Search: Where Do Your Ads Show?
Ads show across multiple devices Proprietary and Confidential
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Paid Search: Where Do Your Ads Show? The Anatomy of the SERP
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Paid Search: Relevancy Matters
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Paid Search: Targeting Options
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Paid Search: Your Goals
Your Goal is Simple: Convert Site Visitors
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Paid Search: Multiple Touch Points
One visit is not enough, especially in B2B
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Paid Search: Remarketing
Remarketing Gives You That Second Chance -
Stay top of mind throughout the sales cycle Bring past visitors back to your site to convert
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Paid Search: Remarketing Helps Close The Lead
Re-engage Interested Users with Display
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Paid Search: Remarketing Helps Close The Lead
3 Advantages of Remarketing
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Display
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Display: The Other 79%
Search is important, but is only part of the story
79% of time online is spent outside search
21% of time online is spent searching Use highly-targeted Display to reach your customers when they aren’t searching. 33
Display: Multiple Interactions Are Needed
Multiple interactions needed before converting 78%
of luxury buyers do online research before making a purchase*
70%
of people don’t know where they want to go before booking a trip
80%
of mobile phone shoppers use 4 digital sources before making a purchase
10.4
is the average number of sources shoppers consult before making a purchase
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Display: Tactical Mix
Focusing on performance Placement
Awareness Business Awareness
Affinity Segments
Topic Targeting
SNDS/DSK
Influence Influence consideration consideration Drive sales
Advocacy
Expected CPA
Keyword Contextual Targeting
Demographics
In-Market Similar Audiences Dynamic & Static Remarketing Note: these positioning are indicative and can change according to the optimisation and campaign set up
Gmail Sponsored Promotions All steps of the funnel
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SNDS and DSK - the power of Contextual targeting.
Business Awareness Influence Influence consideration consideration
SNDS/DSK
Drive sales Advocacy
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Search Network with Display Select A simple new way to reach more customers at the moments that matter How it Works Expands an advertiser’s search keywords to target the Google Display Network allowing advertisers to achieve incremental volume while maintaining on average the same performance.
Reach more customers Reach 15% more potential customers at a CPA similar to Search
Easy Setup Built for search advertisers, you manage the campaign the same way as a search-only campaign New signals select only the best places to show your ads Improved signals predict where your ads are likely to perform best
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Display Select Keywords Display Select Keywords is the ideal Display “gateway” product for Search-only advertisers who are heavily CPA focused who want a dedicated Display budget. Control & Predictability Effectively manage your bids and placements to fit the value you get from your ads Contextual relevance Full contextual relevance to the page the user is browsing* Selective targeting Only shows your ads on pages with a high likelihood of driving conversions
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Keep in Mind: Expect volume around 10-15% of potential KCT when running on this product Easy Set Up / Opt In - Just use Search keywords, bids and creatives Dedicated budget and dedicated ad creatives are the main difference with an SNDS campaign
* As opposed to contextual relevance to the users past browsing
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Display Select Keywords: Key Benefits Highly Relevant Targeting
Our Selective Contextual Matching matches your keywords to a subset of highly relevant pages that have been earmarked as "high intent". We use common search keywords that led users to the page, page visitor analysis, ad clicks, and conversions.
Efficient Performance
Before making the match, our predictive conversion models calculate the likelihood the visitor will convert, and only complete the match if we believe there is a high likelihood of conversion.
Enhanced Control & Predictability
Tighter contextual match between keyword and page makes optimization of bids and placements more predictable. So you can effectively manage your bids and placements to fit the value you get from your ads
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Similar Audiences
Business Awareness Influence Influence consideration consideration
Similar Audiences
Drive sales
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Find new audiences similar to your best website visitors Seed Remarketing lists
Similar Audiences uses the same cookie as Remarketing to find new users 42
Find new audiences similar to your best website visitors Scale
Free to use
Simplicity
Performance
By using Similar Audiences in conjunction with Remarketing, advertisers typically see the following uplift*: + 60%
+ 48%
+ 41%
Impressions
Clicks
Conversions
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In-Market audiences
Business Awareness Influence Influence consideration consideration
In-Market audiences
Drive sales
Advocacy 44
Introduction to In-Market audiences
Business Awareness Influence Influence consideration consideration
Drive sales Advocacy
Highly qualified users â—?
Drive higher consideration among people actively researching and intending to buy products and services you offer
â—?
Next generation of audience targeting for performance advertisers
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Intent-based signals to spot In-market customers
Watch Video Log into email
Email friend about car reviews Consumer Visit blog discussing research electric cars
Click ad for hybrid to see interior on manufacturer Views and clicks site ads on related
Log into social network
Check back into email to share reviews with spouse
Revisit manufacturer site Content with strong to read pricing conversion historyoptions to related segment
Car Product safety or site for service electric listings cars
Visitsand Recency sitefrequency to see options of for carvisits financing
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Key benefits from In-Market Real Time
Reach intenders, not interest
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Always relevant with cookies updated real time
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Algorithm identifies “intent” vs. “interest”
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Lookout window customized to different verticals with varied conversion cycles e.g. Auto vs. Consumer Electronics
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Frequency / duration of visits
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Dedicated linguist team categorizes page types that indicate intent
Scale •
94% of internet users
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Global reach: Over 200M in-market users weekly in the US or 800M globally
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300B+ impressions per day
Transparency & Control •
Full transparency and control to adjust bids, budget, creatives and sites based on campaign performance
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Learn about what segments your audience falls into through Google Analytics Audience reporting
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KCT - capture customers for more conversions
Business Awareness
Keyword Contextual Targeting
Influence Influence consideration consideration Drive sales
Advocacy
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Keyword Contextual Match Keyword Targeting uses the keywords you’ve chosen to match ads with users who have visited contextually relevant content
Extended Keyword Match (how it works) The “Extended keyword match” segment means the placement was relevant to the keywords you chose and related factors, such as the content of the web pages a person seeing your ad has recently browsed.
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Gmail Sponsored Promotions Business Awareness
Gmail Sponsored Promotions All steps of the funnel according to targeting and creative.
Influence Influence consideration consideration Drive sales
Advocacy
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Best In Class Creative Example: Standard HTML Teaser
Expanded Ad 2
Why this works: 1
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Perks (free delivery, $10 credit) highlighted in teaser and expanded ad Colorful image in line with brand
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Clear CTA 3 4 1
Clear step-by-step instructions to illustrate visually how the product works
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Gmail Sponsored Promotions - Create and Capture Demand How to Reach
Create Demand
Capture Demand
Campaign Tips
Exclude advertiser domain. Use demographic, interest, keyword, job, and/or product purchase targeting. Try targeting similar and/or complementary domains to reach potential customers
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Use domain targeting to reach users you already have a relationship with
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Include a special offer or discount to create a sense of value and urgency for the user Design for your audience: Create ads for a target audience with custom imagery, messaging and offers
Offer something: Give customers a reason to come back/buy and set offer apart in the inbox Upsell or cross-sell: Consider complementary purchases or upgrades
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GSP Targeting Options Gmail Sponsored Promotions are designed to reach users -- not cookies, not emails, not placements. Unique targeting makes it possible optimize for a specific audience
Available targeting: Age / Gender
User interest verticals
Job
Geo / Language
Domain
Device
Keyword
Product purchase
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Measurement
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Measurement: Measurement Is The Key To Success
Measurement Options
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Measurement: Measurement Is The Key To Success
Types of conversions we can track
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Next Steps
Why paid is important
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Questions & Answers
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About Cardinal Web Solutions Top Interactive Marketing Agency Cardinal Web Solutions is a creative group of marketing professionals skilled at leveraging traditional and innovative mediums empowering small to medium-sized businesses and national brands. We focus on driving your profits through improved search results rankings, increased website traffic, social media orchestration, and other interactive marketing techniques.
Credibility from‌
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Cardinal Has Done Work For
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How well is your strategy working? To download today’s presentation as well as receive a Complimentary Needs Analysiswww.cardinalwebsolutions.com/apex
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