Week 4

Field of Dreams, 1989

"If you build it, they will come"

Seth Godin Unleashing the Ideavirus ... ?

"The future belongs to marketers who establish a foundation and process where interested people can market to each other. Ignite consumer networks and then get out of the way and let them talk"

How do I target my ads?

*Search adverts are targeted in a variety of ways, depending on how you want to reach your audience* 1. Keyword match types 2. Language and location targeting 3. Behavioural and demographic targeting *keyword match types* • Broad match • Broad match modifier • Phrase match • Exact match • Negative match *language and location targeting* • Geo-targeting •User's location and region(down to postal code) • User's set language *behavioral and demographic targeting* • Target users who were previously on your site • User browsing behaviour • User demographics

how do clickthroughs and conversion rates work?

*conversion - took action on the wesbite* > conversion rate = conversions / clicks % > *click - clicked on the advert* > clickthrough rate = clicks/ impression % > *impression - "saw" the advert*

1. Interestingness

- But this, admittedly, is an elusive brief... - Relies on instinct and serendipity rather than science - Interestingness is somehow vital to the formula. Yet, no exact science

3. Exploit a Cultural Insight

- make something that people want (paul graham - ycombinator) How to Exploit A Cultural Insight? • Make something that people want • Mine a human truth that (lots of) people may relate to... • Match that human truth to the product/brand

In Class Workshop: Vegemite and Millenials

- our communications tactics on Facebook may be guided by 4 "Ways in" -- high fives -- fist bumps -- savings -- life(style) support This strategy will come to life in a very specific tone of voice; we're the Millennials' "cool uncle" - fun and permissive - positive - we're to the point - we have a classic sense of humor - ... not too sophisticated - yet never childish, nor mean-spirited - spontaneous - generous and supportive - social ---- through an occasional visitor in their lives, we're sure to make every encounter worth it Vegemite's Millennials Strategy: Be the Additive Effect on Millennials' Favorite Things Social Idea: Vegemite is.. "High Fives" continue to show that we care by listening and responding in a timely way

4. Leverage a Community of Like Minds

- people add value How to Leverage a Community of Like Minds? • Let people in • Celebrate the work of others • Partner with the experts • Curate, don't (have to) make

planning and setting up a campaign

1. Do your homework 2. Define your goals 3. Budget, cost per action( CPA)and targets 4. Keyword research 5. Write the adverts 6. Place you rbids 7. Tracking 8. Measure, analyse, test, optimise!

10 Guidelines/Guardrails for a Contagious Idea

1. Interestingness 2. Solve a Problem 3. Exploit a Cultural Insight 4. Leverage a Community of Like Minds 5. Keep It Simple, Stupid 6. (Re)Act Fast 7. ...Try, Try, Again 8. Express the Brand (Clearly) 9. Take a Stand 10. Get Integrated

what is a display URL?

A URL for show, not the actual URL, also called a vanity URL. • The display URL must be the same domain as the destination URL. • Google will show only one advert per domain. • For example: -- Display URL: www.brand.com/offer -- Destination URL: www.brand.com/182320? u&mkt_tok=3RkMMJWWfF9wsRoK%2FMZ

Search advertising is keyword based

Adverts are displayed when potential customers are *already expressing intent* - they are searching for a product or service Advertisers present their offering to a potential customer who is *already in the buying cycle*

conversion and click through rates

Adverts nearer the top of the page attract the highest clickthrough rates. Competition can be fierce and the cost per click very high. Ads at the top of the page generally: •Are very relevant to a user's search query • Consistently perform well,with high CTRs overtime • The CPC bidis competitive and outbids other ads of the same quality

search advertising

Also called pay-per-click (PPC) advertising, is a way to advertise your business or product directly on SERPS. - From text adverts to rich media banners to video adverts - Search advertising generates 95% of Google's revenue - the first 2-3 searches in google with yellow box around them

AdWords quality score

As well as your bid, the search engine will take other factors into account. For Google AdWords, this is known as Quality Score *Quality Score is determined by:* • The relevance of the keyword to the search term • The relevance of the advert copy to the search term • The relevance of the landing page to the search term • The historic CTR of that advert

tracking

Conversion tracking enables campaign reporting all the way through conversion Types of tracking: • Tracking pixels • Tracking tags • Third-party tracking • Pay-per-click tracking • Google Analytics

Assignment: Create Social Idea(s) for Vegemite

Devise ideas, posts, sweepstakes that are relevant and add value to a millennial generation -AND connect them to Vegemite Things to Note: • Focus in Facebook, but allow your ideas/campaign to follow them into other parts of their lives • Think quality over quantity • Partner into small groups and concept social idea(s) to present at the end of class • Select 1 (or a couple) people from your group to present the idea to the class ideas: - have it as an ingredient in chopped - get it free with coffee - advertise it as vitamin supplement - challenge (like cinnamon) - advertise it as vegan - taste tester (like payless shoes convincing ppl it was expensive shoes)

how bidding works

Each advertiser will pay the bid of the advertiser below him, plus a standard increment (typically $0.01), for a click on their advert.

who is the market leader?

Google AdWords is the best known and is considered the industry standard •Transact in the currency of your choice • Comprehensive analytics tool •Offers training programmes and certifications • Has the best contextual and geographical targeting worldwide

ad extensions

Google offers several ways to add value or information to search adverts - ways to extend the ad - location extensions (adds a map/ location) - call extensions (little call button) - social extensions - seller ratings - site links - offer extensions (stuff like free shipping, $10 off) - image extensions

writing great ad copy

Great ad copy is the only tool available to attract attention, convey a message and entice action. • Understand the searcher's intent and keywords used to find your brand • Use compelling and well-crafted CTAs • Use offers and benefits

6. (Re)Act Fast

How to (Re)Act Fast? Lightening rarely strikes... • Keep your antennae out for serendipity • Develop an internal process for fast review and approval • Got budget? Financial planning model is key

10. Get Integrated

How to Get Integrated? - Don't silo social from your traditional advertising planning - Leverage the weight and visibility of mass media to spark attention for your "viral" video - Integrate all your social touch points to amplify engagement and awareness - No Post and Pray - don't leave your "viral" awareness to chance

5. KISS - Keep It Simple, Stupid

How to Keep It Simple... - Remain close to your original pure idea - Avoid feature bloat Launch, don't (over)think - "So simple, a Caveman could do it..."

8. Speak to the Brand (Clearly)

How to Speak to the Brand? - A big idea...that must never leave the brand idea/values behind "Ah-ha"- telegraphic of something about the product/service/brand - Yet, not a commercial object

9. Take a Stand

How to Take a Stand? - Take a position on matters, have a POV - Not simply "outrageousness" but authenticity - Go bold - Don't take yourself so seriously - most winning memes don't - Consider ways to make it real (world)

2. Solve a Problem

Ron "Ronco" Popeil is one of America's unique inventors, whose products have pulled in more than $2 billion in sales. His professed Secrets of Success: • 1. Solve a problem. "What I always do on TV, and on the product packaging itself, is make my customer aware of the problem and how my product offers the solution." • 2. Solve a big ass problem. "...the first question you have to ask yourself is how big will your audience be?"

bidding and ranking

Search ads are charged on a per-click basis. The cost is determined by a variety of factors, and is based on a bidding system • Run as an auction model • Advertisers place bids to appear based on certain criteria •The advertising platform determines when adverts are eligible to appear • The advertiser pays the advertising platform when their advert is clicked on

7. ...Try, Try Again

Steve Jobs: "Sometimes when you innovate, you make mistakes. It is best to admit them quickly, and get on with improving your other innovations." Apple Product Fails: - lisa - apple tv - macintosh portable - newton - pippin - a/ux operating system - "hockey puck" usb mouse - mac cube - quicktale digital camera Google Product Fails: - google base - google video - google catalog search - google notebook - dodgeball - jaiku - google mashup editor - google answer - google voice search (20 holiday-themed sites...one struck jackpot. Ideation to Production to market - 5 weeks)?? How to Try, Try Again? -Put more bets on the board -Learn from failures -Relieve the pressure -Fail fast -Fix fast -Stop chasing the "big hits" and build a steady songbook

landing pages

The page that the user reaches by clicking on an advert is called a landing page. - Landing pages can make or break an advertising campaign Campaigns that convert • Make sure that users land on a page relevant to their search • Use a very visible Call to Action

keyword strategy

Which is more important? High volume of traffic (but less qualified) = Broad, general keywords Highly-qualified leads (but lower volume) = Long-tail keywords

setting campaign goals

You need to know the value of each conversion. If the value of a conversion is less than the cost of achieving it, you effectively lose money with every conversion

how to structure an advertising campaign

account > campaign > ad group

1/9/90 rule

community > your consumers > authenticity, proximity, recommendation ideation: creative consumers (1%) > validation: enthusiasts (9%) > amplification: general audiences (90%)

culture is being ....

created from the ground up, and just about anyone with a computer/smartphone and an idea may become a content-producing superstar • In the age of consumer participation, brands are now competing with the crowd as well as with their competition. • We must open up our channels for co-creation, as more and more people participate.

develop our own contagious ideas by....

learning from those who do it best • Talked with some of the thought leaders and practitioners of successful meme generation • Devised some top rules of the road for making ideas that spread

failure rate

• Average failure rate of a new TV show is 90% • Average failure rate of a new movie is 80% • Average failure rate for new music is 90% • Less than 2%of YouTube videos have over 100,000 views • Less than half of audience watched more than 1 minute per video • 80% of branded apps have less than 1000 downloads

search ad structure

• Heading • Two lines of advert copy • Sometimes shown on one line • www.DisplayURL.com • Ad extension

1% Rule of Users

• In social, if you build it...they won't necessarily come (like in traditional media). Participation and advocacy is relative to user value...and value is the holy grail. While amidst an era of unbound user-generated creativity and enablement...users participate at varying degrees • 1% Rule or 1/9/90 Rule: 1% make and contribute content, 9% validate and truly 90% watch and enjoy the labors of the 1% Users are 'makers' and 'lurkers'...embrace both [WILL BE ON THE MIDTERM]

long tail

• Longer, more detailed search queries • Show very clear intent • Low volume but highly qualified top to bottom: coffee, coffee beans, medium roast coffee beans, vacuum pack coffee beans, medium roast coffee beans vacuum pack [WILL BE A QUESTION ON THE MIDTERM] - why online is successful -

70% of searches are unique

• Most searches are unique • Not much competition • Cheaper to bid on • Could yield high conversion rate

Why search ads are a great part of a digital marketing strategy

• No to low cost barrier • Tracking every cent • Targeted advert placement • You're giving your customers what they want • Click fraud • Bidding wars and climbing CPCs • Keeping an eye on things

contagious ideas

• Social ideas add value to people's lives and enable participation • The social ideas that scale get better the more people use them • At its best, "viral" efforts can be remarkably effective and efficient for brands • But typical results for brands are far more modest