Digital Advertising Exam #2
Online Display Ads
"Billboard" or "Banner" advertisements appearing on content-rich websites alongside primary pages and articles Usually associates with branding campaigns (due to lower CTR)
"Unintentional" Spam
"Unintentional" Spam Many small businesses (and some medium and even large businesses) may not know the law - May use old outdated lists - May use tradeshow lists - May use email contact lists (or salesforce.com lists) to mail in bulk - May use lists of entire organizations - May use Chamber of Commerce lists - May purchase email lists that are "opt in" lists - May "harvest" an email address that is a spam trap EDUCATE YOUR CLIENTS - Familiarize them with CAN-SPAM and the potential repercussions or ignoring the law - Explain blocked lists and how they can completely stop their emails from being delivered (even the non-spam email!) - Explain Domain Reputation and how it can cause problems even if you get un-blocked
Email Marketing Metrics
# Sent - the number of emails that is initially sent out #Delivered - the # of sent emails that are actually delivered to their recipient # Opened - the # of delivered emails that are actually opened by their recipients # Clickthroughs - the # of opened emails that resulted in a clickthrough to a landing page Email Marketing KPIs (Key Performance Indicators) # Emails Sent # Emails Delivered (delivery rate) # Emails Opened (open rate) # Emails Clicked Through (clickthrough rate) Conversions (Conversion Rate) Ex: 100,000 emails sent about the Ira Glass Performance at Gallagher Say 95,000 emails delivered = 95% delivery rate 14,250 = 15% open rate (14,250 opens / 100,000 emails) 1,140 emails clicked through = 8% clickthrough rate (1,140 clicks / 14,250 opens) 57 conversions (bought tickets, for ex) = 5% conversion rate (57 buys / 1,140 emails clicked) 95 complaints = .1% complaint rate (95 complaints / 95,000 delivered emails = .001 = .1% = 1 out of every 1,000 people) 57 unsubscribers = .4% unsubscribe rate (57 unsubscribers / 14,250 opened emails = .004 = .4%)
Cost per click (CPC)
$10,000 cost of ad spent / 2,500 clicks = $4.00 cost per click
Copy tips for Google Text Ads
- Highlight something unique - What makes your organization, product, or service unique? - Include offers, promotions, and exclusives "10% all hoodies" - Include a call to action Use words like purchase, join today, order, sign up - You CANNOT say click here Include at least one of your keywords in your ad copy (Ex: your blog is sports marketing - one of your words should probably be sports marketing) - Experiment! Write 2-3 different ads for the same keyword and test which one works best
Bumper Ads
- Short 6 second in-stream ads that play before, during, and after other videos - Deliver a short and memorable message Ex: Low fares to faraway places Southwest Airlines - featured 15 places *Good thing about these - you don't feel the need to skip them bc it's only 6 seconds
Competitive Click Fraud example
1. Acme Charters agrees to pay Google $10 each time a Web surfer clicks on its ad on a Google search page 2. XYZ Charters, a rival, clicks repeatedly no Acme's ad, costing Acme $10 per click
Affiliate Click Fraud example:
1. Acme Charters hires Google to place its ad on relevant sites using keywords. Acme agrees to pay Google $10 per click. 2. Google places Acme's ad on ZZZ Travel Blog and agrees to pay the blog $5 for every click the ad receives. 3. Unbeknownst to Google, ZZZ travel blog is a fraudulent site set up to exploit click fraud. It uses a special software or a zombie network to repeatedly click on the ad. ZZZ Travel Blog gets rich; Acme Charters goes broke.
**The Fab Four components of a video
1. Attention-getting intro Something to get and keep their attention 2. Simply stated true value The offer 3. A call to action How to Respond 4. A window of opportunity A time-based deadline Fear/Greed **Creates urgency - need to act now!!
Can't do this/CAN-SPAM: What CAN SPAM does:
1. Bans false or misleading header information (Ex: from [email protected]) 2. Prohibits deceptive subject lines (Ex: Subject: Free Ipad if you open this email!) 3. Requires that your email give recipients an opt-out or unsubscribe option 4. Commercial email must be identified as an advertisement and include the sender's valid physical postal address 5. You cannot "harvest" email addresses from the web
Targeting Keywords How to physically type your words
1. Broad match: keyword Allows your ad to show on similar phrases and relevant variations (the broad match modifier may also be used to further refine your broad keywords) 2. Phrase Match: "keyword" (AKA, USE PARENTHESES around your keyword) Allows your ad to show for searches that match the exact phrase exclusively 3. Exact Match: [keyword] Allows your ad to show for searches that match the exact phrase exclusively 4. Negative match: -keyword Ensures your ad doesn't show for any search that includes that term (Ex: I want to target men's caps, but NOT baseball caps) write as Men's Caps -Baseball
3 Components of Quality Score
1. Clickthrough Rate (CTR) - people "vote" based on how much they click. 2. Relevance - analyzing the query/description and seeing if it includes keywords 3. Landing Page - should have relevant, original content. Minimal pop-ups.
Types of Viral Marketing Videos:
1. Guerilla Stunts Disney Parks - Guerilla Marketing Stunt (The Mickey and Minnie shadows followed the people) Volvo Trucks - The Epic Split ft. Claude Van Damme (shot at sunset with the Enya song) 2. Celebrity Cameos Samsung Edge phone - had like 15 celebrities featured. Lil Wayne pouring champagne on a phone. "Whaaaaat" 3. Animals 4. Think Pieces 5. All of the above
Elements of a Landing page
1. Identifying Logo 2. Request For Information (RFI) Form (you fill in your name and email, etc.) 3. Prominent Call to Action 4. Offer/Value 5. Concise Supporting Copy (supporting info - bullet points or numbers 1. Sign up 2. Download 3. Accept) 6. Relevant internal links (usually at the bottom) 7. Credentials 8. Response channel (phone #, etc.)
What makes an idea "Sticky"
1. Simple 2. Unexpected 3. Concrete (not an abstract idea, but something people can relate to) Ex: the laser printer → you can see it, see the results 4. Credible 5. Emotional 6. Stories
Six Types of Lead Nurturing:
1. Top of mind Drips 2. Educational Drips 3. Re-engagement drips 4. Competitive Drips 5. Promotional Drips 6. Training Drips
Email Marketing Categories
1. Transaction - "single sale" focus 2. Acquisition - acquiring new contacts via email subscriptions newsletters, news feed, daily updates, special announcements, etc. 3. Retention - "lifetime value" customer relationship focus Creating focused relevant content to build relationships Could involve Loyalty programs
Ad Networks
Ad Network as the middle man Advertiser → Ad Network → Publishers increased efficiencies of online buying
What is an ad impression worth?
CPM ("Cost Per Mille") - ad inventory is sold at a certain price per 1,000 views or impressions (mille = 1000 in French, M in roman numerals is 1,000) Ex: I want to buy 1,000,000 ad impressions, CPM is $25 $25 = x 1000 1,000,000 impressions = $25,000
How to tell which campaign is more effective?
Campaign B was the most competitive/had the most competition for keywords: Avg CPC was the highest so that means it was the most COMPETITIVE Answer: B - Avg CPC Which campaign had the most relevant keywords? Campaign A bc they had the most keywords (you could argue based on conversion rate Answer: A - CTR Which campaign had the most effective landing page? Look at CONVERSION RATE Answer: C - conversion rate
Clickthrough Rate (CTR)
Clicks / Impressions = 2,500 / 100,000 = .025 = 2.5% (NEED percentage)
How do you turn a visitor into a customer?
Clicks → Conversions
Landing page KPI:
Conversion Rate (ex: 300 conversions / 10,000 VISITORS (not impressions) = 3/100 = 3% conversion rate) A conversion can be: A sale A subscription A donation (for a nonprofit, for example) A successful lead form submission A social share A video view 10,000 visitors with 300 conversions = 3% conversion rate
Cost Per Lead
Cost of Ad Spent / Leads $10,000 cost of ad spent / 1,160 leads = $8.62 cost per lead (ROUND to nearest CENT) $15,000 cost / 500 leads = $30 cost per lead
Search Engine Marketing (SEM)
Creating relevant advertising for targeted search results pages
Six Types of Targeting
DDD GCB 1. Daypart Targeting - targeting online audiences by time of day ex: Budweiser runs banner ads on Friday afternoons near the end of the day ex: KFC runs banner ads between 11am and 2pm 2. Geographic Targeting "geo-targeting" - targeting online audiences by physical location ex: banner ads for UNI appear only in Iowa 3. Device Targeting - targeting online audiences by the device they are using (iPhone, Laptop, Tablet, etc.) ex: ads encouraging iPhone users to upgrade to the iPhone X appear on devices used by users of older iPhones 4. Demographic Targeting - targeting online audiences by age, gender, income, occupation, and household type/size ex: banner ad for proactiv appears on websites frequented by females the ages of 16-24 5. CRM Targeting - targeting customers who have completed particular actions ex: two days after buying a new IPhone, a customer sees banner ads promoting iPhone cases and accessories 6. Behavioral Targeting "retargeting" - targeting online audiences who have completed particular actions or online behaviors with ads in unexpected places ex: a day after researching a Toyota Prius online, a consumer sees a banner ad for Toyota Prius as they are reading articles on NYTimes.com
Best Practice Be Relevant: Segment Your Lists
Demographic Segments Age Location Job Title Behavioral Segments Do they open and click on emails Do they visit your website? CRM Segments How much have they bought? How often have they bought? What/When do they buy?
Web Video Type 3 (Direct Response Video)
Direct Response Video - Video created to directly persuade viewer to take an immediate action E-commerce/Sales Sales Promotion Contests / Sweepstakes Surveys Fundraising Online Petitions *Used for landing pages or microsites Good For: Lead Generation Landing Pages Clickthrough Landing Pages
Your Challenges as an Email Marketer
Email must get delivered to recipient Key Performance Indicator (KPI) = DELIVERY RATE Email must get opened KPI = Open Rate Email links must get clicked on via engaging relevant content with call-to-action messaging KPI = Clickthrough Rate to Landing Page Landing Page must drive visitors to act or respond KPI = Conversion Rate
Google Ads Keyword Planner
Gets a forecast on different keywords
Conversion Rate
How many visitors to your site made a purchase (or could be that they signed up for a petition or liked something) Sales / Visitors 2,500 / 100,000 = 2.5% Social Share Example (they shared the page) 14,000 shares / 50,000 visitors = .28 = 28%
Uses of Video in Digital Advertising
In-Stream Video Ads - traditional format interruptive ads on YouTube, Hulu, etc. Web Videos - video content on websites or microsites to explain products and services Content Marketing Videos - video content designed to be helpful/relevant Viral Videos - videos created for entertainment value to be shared and/or imitated by viewers
More choices, Fewer Sales! Is this ALWAYS true?
It's true when: QRC Queens roll cookies under 1. Consumers want a QUICK and easy choice 2. Making the RIGHT choice is important 3. Options are difficult to COMPARE 4. Customers are UNSURE about their preferences **Relate back to landing pages
Two Types of Landing Pages
Lead Generation Landing Page - used to collect contact data of prospective customers Inbound Traffic → Landing page → Confirmation Ex: car lot - gives me your name, what you're doing (selling, buying, etc.), email Ex: Lyft landing page 2. Click-through Landing Page - used to "warm up" the visitor and persuade them to click through to another page where they will make a purchase Ex: sprout social → a link to start your free trial (call to action)
How to improve the landing page?
Make call to action visible Make simpler - not too many jars of jam Have a place for them to click/have an action
HOW do you create a Viral Marketing Video?
Matthew's attempt to create a viral video 1) Start with something the viewers already know Ex: the video of the game-winning half court shot Announcer: "I love UNI! I love my team! Oh baby! 2) Do something unexpected with it Made What-Ifs What If... UNI stand out
The Legend of the First Banner Ad
On October 27, 1994, HotWired ran this ad for AT&T The clickthrough rate was said to be 44% *U.S. Display banners/ads today get around .06 - .08% for CTR *Enhanced banner and custom in-page ads attract the most clicks in the display category (out of HTML banners, flash in-pages, images, rich media, enhanced banner, and custom in-pages)
Gross Profit vs. Net Profit
ROI = New Profit/Cost of Ad spent *100 ROI = $4,800/$3200 *100 = 1.5 *100 = 150% (Great Return) Gross Profit - before ad costs subtracted Net Profit - after ad cost are subtracted
Benefits of Online Display Ads
Reach You can message to a wide audience You can remarket to a targeted audience Awareness Even if ads are not clicked, visual presence increases viewer awareness over a text ad Precision You can control your budget You can directly measure results You can target your campaign
Return Metrics for landing pages
Return Metrics Revenue - Total amount of retail sale price Cost of Goods Sold (COGS) - Production expenses Gross Profit - Retail sale price minus cost of goods sold Net Profit - Gross profit minus advertising expenses Return on Ad Spend (ROAS) - revenues of campaign compared to advertising cost ROAS = Revenue Derived from Ad Spend / Cost of Ad Spend x 100 $1000 spent on ad campaign / $800 revenue earned from campaign = 80% ROAS Return on Investment (ROI) - net profits of campaign compared to advertising cost ROI = Net Profit / Cost of Ad Spend x 100 $200 spend on ad campaign, $360 gross profit derived from ad campaign, $160 net profit (gross profit after ad costs subtracted) ROI = $160 / $200 = 80%
6 Foundations of Great Digital Creative
Reward the user for clicking is the idea 1. Interactive 2. Customizable 3. Contextual 4. Entertaining 5. Playable 6. Useful **Interactivity increases brand recall 63% more than non interactive ads (You can't play with a TV ad for five minutes)
Some TV Spots are created to "do viral" Other videos are made to go viral on their own
Some TV Spots are created to "do viral" Kmart: "Shop Your Way" ship my pants Dodge: "Ron Burgandy" "It's Perfect For Sax" Other videos are made to go viral on their own Our Blades Are F***ing Great (within 2 years, they had 53% of the razor market) Swagger Wagon Commercial (2010 Commercial - Sienna. Sienna sales up 17%)
How much do you pay for a click in Google Ads?
The price you pay is the advertiser's ad rank that's right underneath you DIVIDED by your quality score Their rank is 24 and your quality score is 3 = you pay $8 The price advertiser 1 pays x quality score of advertiser SHOULD EQUAL advertiser 2's (the advertiser directly underneath you) max bid x the quality score of advertiser 2 **BASICALLY: THEIR AD RANK DIVIDED BY YOUR QUALITY SCORE
In Stream Video Ads
Traditional interruptive video ads that play on YouTube, Hulu, etc. Can be "skippable" and "unskippable" Last year YouTube made the controversial decision to get rid of the 30 second unskippable ad YouTube TrueView Video Ad Types 1. In Stream (during the video) 2. In search (on the side of search results) 3. In display
Spam
Unsolicited Commercial Email Recipient did not ask to receive (did not "opt in") Sender is a commercial enterprise/business
How does Google determine the Ad Rank and how much does each click cost?
Video - Hal Varian, Chief Economist The Google Auction - an auction for clicks. Ads are placed based on who pays the most. They have to pay just enough just to beat the last bidder (they don't have to pay the actual amount bid) 3 Components of Quality Score 1. Clickthrough Rate (CTR) - people "vote" based on how much they click. 2. Relevance - analyzing the query/description and seeing if it includes keywords 3. Landing Page - should have relevant, original content. Minimal pop-ups.
Content Marketing Videos
Video content published on blogs or websites as part of a content marketing strategy Created a wine blog: "Wine Library" changing the wine world
Web Video Type 1 (Splainer Videos)
Web Video Type 1 'SplainerVideos - telling a simple story - Explain a product benefit in an engaging story format - Keep it short, concise, and FUN Often illustrated with animated motion graphics Great for: Awareness Campaigns Clickthrough Landing Pages Examples: Google Chromebook Ad What are they communicating? FAST. Spotify Ad Showing you the emotion connection you can have to Spotify The emotional bond Not showing you statistics, etc.
Web Video Type 2 (Webisodes)
Webisodes - multiple online video episodes that reinforce the brand or product benefit Examples: Shaun White secret mountain training ground BlendTec - industrial strength blender ($499) DId a "Will It Blend" show and blended an iPhone They were good at picking trending topics (Ex: blended the new iPhone)
Websites vs. landing pages
Websites - Informational - Comprehensive - Production-intensive - High Maintenance - Costly Landing Page - Action-Oriented - Targeted - Rapid deployment - Low Maintenance - Inexpensive
YouTube Buying Options
YouTube Buying Options vCPM - Viewable Cost Per Thousand You pay per thousand video impressions (defined as watching more than TWO seconds of the video) CPV - Cost Per View You pay for every video view (or views 30 seconds or longer) CPM - Cost Per Thousand You pay per thousand video impressions (for unskippable ads or bumper ads)
IAB Universal Ad Package (UAP)
a set of four ad sizes that all compliant member publishers have agreed to support (Leaderboard, Rectangle, Medium Rectangle, Wide Skyscraper) Google AdWords has a display ad builder
ELOQUA
a system/software that can create a drip campaign
Google AdWords (now known as Google Ads)
a tool to create and run ads on Google's Ad Network Advertisers bid on keywords - words or phrases that appear in Google search queries that an advertiser thinks is relevant to their ad Advertisers can bid different amounts for different keywords Ex: a KIA dealer may put $5 on the phrase "Kia Soul" and $2 on "compact car," etc. Ads are triggered by keywords. Clicked ads lead to Landing Pages **Impressions do NOT cost an advertiser money, only clicks do.
Online Video Type 5: Viral Videos
a video that gains popularity through massive sharing through email and social networks Created for entertainment value to be shared and/or imitated by viewers 1. High Entertainment Value 2. Increases Reach through Social Shares (earned media) 3. Generates Buzz and Conversations
Programmatic Media
advertisers connect directly to targeted consumers Advertiser → Ad Network → Publishers → Consumers "Programmatic Media Under Fire" AdWeek Article AdWeek - Procter and Gamble cut over $140 million in digital ad spending bc of safety concerns Brand Safety Issues: What if an ad for Mr. Clean shows up before a racy or sensitive video = we don't want associations with that. With programmatic media, it was random where your ad was shown/they weren't sure. "We want to know our investment results in a sale" Marc Pritchard, CEO of P&G
Google Pagerank
an algorithm that allowed people to find more relevant results. Google was created by two Stamford students in their garage, knowing there a need for a better search engine Learned they needed SEM - search engine marketing Search Engine Marketing (SEM) - Creating relevant advertising for targeted search results pages They only allowed text for their ads. The industry thought this was a mistake.
"Drip Campaign"
an automated email marketing campaign to achieve a common objective Could be simply promoting something - 4 emails that go out over 7 days Ex: competitive drips - target your competitor's customers w/ the benefits of switching to your product Ex: promotional drips - entice prospects with limited-run promotions and special pricing offers Ex: educational drips, top-of-mind drips, re-engagement drips, training drips
Pay Per Click (PPC)
an interactive advertising model where an advertiser only pays for CLICKS on an ad, not ad impressions Within 10 years, Google took over 80% of searches
Viewability
an online advertising metric that only tracks impressions that can actually be seen by users. For example, if an ad is loaded below the fold of the page - and a user doesn't scroll down to see it - then that impression is considered NOT viewable A viewable ad means you see at least 50% of the ad for 1 second Total viewability for desktop display ads is 53.6% (aka, nearly half of all display ads purchased are never seen by anyone)
Marketing Automation
automated intelligent marketing response programs Streamlines the digital marketing process Intelligently segmenting, scoring, and qualifying leads Automating repetitive tasks Introduces cost efficiencies (e.g., relevant email or direct mail pieces are only sent to prospects at a certain stage of the purchase funnel who are most likely to respond to the message) Driven by Customer Relationship Management (CRM) systems
Lead Nurturing
cultivating prospective customers who are early in the buying process through highly relevant and personalized content and communications
Geographic Targeting
geo-targeting" - targeting online audiences by physical location ex: banner ads for UNI appear only in Iowa
Media Rating Council
makes sure advertisers are getting what they're paying for ("to secure for the media industry and related users audience measurement services that are valid, reliable, and effective")
CTR - Clickthrough Rate
measures of the impressions/what impressions resulted in a click. **Clicks DIVIDED BY Impressions multiplied by 100 to represent clickthrough rate (Ex: 28 / 3,445 = .0081 = 0.81 = less than 1% of impressions resulted in a click) **The most important factor in determining a successful ad is click-through rate. It's what you pay for. 81% is 3x as effective as 34%.
Lead Ranking
organizing leads by their lead score to determine marketing action to take (callback within 24 hrs vs. callback within 3 days vs not contacted) *Rank them from A - D (right fit - wrong fit) and 1 - 4 (very interested - no interest) ex: "A3"
Lead Scoring
scoring each prospect based on who they are and their "digital body language" (user activity and digital interaction online) to determine: 1. Are they a good fit (e.g. are they part of our target)? 2. Are they INTERESTED in buying? *Score them on who they are ("not a fit" to "best fit") and what they do ("no interest" to "active interest")
Ad Blocking
software that blocks banner ads, native ads, Facebook ads, and even YouTube ads Over 600 million active users of ad blockers In 2016 23% of US internet users were actively using ad blockers
Native Advertising
sponsored content appearing alongside featured content Aka, it looks like the rest of the page More likely to be seen, clicked, and even shared
Landing page
standalone web page distinct from your main website that has been designed with a single focused objective in mind
CRM Targeting
targeting customers who have completed particular actions ex: two days after buying a new IPhone, a customer sees banner ads promoting iPhone cases and accessories
Demographic Targeting
targeting online audiences by age, gender, income, occupation, and household type/size ex: banner ad for proactiv appears on websites frequented by females the ages of 16-24
Device Targeting
targeting online audiences by the device they are using (iPhone, Laptop, Tablet, etc.) ex: ads encouraging iPhone users to upgrade to the iPhone X appear on devices used by users of older iPhones
Daypart Targeting
targeting online audiences by time of day ex: Budweiser runs banner ads on Friday afternoons near the end of the day ex: KFC runs banner ads between 11am and 2pm
Behavioral Targeting "retargeting"
targeting online audiences who have completed particular actions or online behaviors with ads in unexpected places ex: a day after researching a Toyota Prius online, a consumer sees a banner ad for Toyota Prius as they are reading articles on NYTimes.com
Programmatic Buying
the automated buying and selling of digital advertising using special software It's Easier → It's More Efficient → It's More Effective Advertisers connect directly to targeted customers (basically, using smart software that targets who you want to click on your ad) Using big data to programmatically target them Wherever they are online. Or whatever device they are using.
Ad Rank
the bid of the advertiser x the quality of the ad Ex: an advertiser bids $4 but only has a quality score of 1 = A score of 4 3 Components of Quality Score 1. Clickthrough Rate (CTR) - people "vote" based on how much they click. 2. Relevance - analyzing the query/description and seeing if it includes keywords 3. Landing Page - should have relevant, original content. Minimal pop-ups.
Cost Per Click (CPC)
the price an advertiser pays if their Google ad is clicked on by a user
Cost Per Action (CPA)
this strategy purchases ad space based on the likelihood of a specific action and pays out upon completion of that action
Cost Per Click (CPC)
this strategy purchases ad space based on the likelihood of the ad being "clicked" and pays out upon completion of each click
Cost Per Thousand Impression (CPM)
this strategy purchases ad space based on the number of impressions served, which equals the number of times the ad loaded
Inbound Segmentation
using separate landing pages for different traffic sources Different Landing pages can each focus on different parts of the sales funnel - each with relevant call-to-action (CTA) messages and offers/incentives
Online Video Type 4: Social Video
visually-rich short videos created created for quick viewing on social channels (Ex: dunkin donuts quick instagram video promoting donut frie
Banner Blindness
web users almost never look at anything that resembles a banner ad We've trained our eyes to become "blind" to ads The EXCEPTION to Banner Blindness - the more an ad looks like a native site component, the more users will look at it "Not only should the ad look like the site's other design elements, it should appear to be part of the specific page section in which it is displayed"
Ad Impression
when a digital ad is displayed on-screen
Accidental Clicks
when a user accidentally clicks on a mobile ad - then hurries to click the X or the back button (ex: The UNI Business landing page showed an ad on Pandora. Pandora showed over 18,000 clicks, but Google Analytics only said 7,000. At LEAST 11,000 accidentally clicked on the ad, then immediately pressed the back button)
Click Fraud
when an advertiser receives (and pays for) fraudulent clicks that do not originate with a legitimate user Aka, I'm getting clicks but no one is buying my product...
Landing Page
when someone clicks your Google text ad, they will be directed to your Destination URL The page that exists at your destination URL is called a Landing Page It is important that the copy on your landing page be relevant to the copy in your Google text ad
keywords
words or phrases that appear in Google search queries that an advertiser thinks is relevant to their ad
Unbounce
you subscribe and get an unlimited amount of landing pages
