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The power of digital: winning loyalty, gaining trustMike Teasdale, Planning Director
Harvest by numbers
1440
£13+
7th4th
3rd
Years old
Digital specialists
Million billings
Ranked media agency by
billings
Ranked elite media agency
category
Ranked by client
satisfaction
Drum Digital Survey 2015
Accreditations and partnerships
• Google Partner
• Bing Ads Accredited Professional
• Google Analytics Certified Partner
• Google Tag Manager Certified Partner
• Marin Certified Specialist
• Adobe Solutions Partner
Digital = complicated
• 1 keyword • x 4 match types • x 3 creative variants• x 4 ad rotation options• x 6 site links• x 4 core ad extensions • x 6 bidding strategies• x 2 delivery options
Imagine The Simplest Possible PPC Campaign
1 keyword = 13,824 optionsAnd that’s not all…+ max bid + negative keywords + landing page + day-parting + budget allocation
Imagine The Simplest Possible PPC Campaign
TrustRelevance
Efficiency
What does success look like?
“How nice of them to think of me.”
Drayton Bird
The user journey is at the heart of all we do
User experience is a thread across all digital marketing
Search results page
Landing page RemarketingWeb
journey
Conventional UX
Harvest holistic UX
…and successful marketing is all about the user experience
Search results page
Landing page
Website
Remarketing
Are your most relevant pages prominent?Is the title and page description accurate?
Google tests for page usability as part of the quality score calculation
On-site customer journeys need to be clearly signposted and relevant
Display can be used alongside email to deliver highly relevant messages to customers and prospects
Holistic UX means
focusing on the entire customer
journey, on and off your
website
• “You can improve your landing page experience by:
– providing relevant, useful and original content,– promoting transparency and fostering trustworthiness on your site (for example,
by explaining your products or services before asking visitors to fill in forms sharing their own information),
– making it easy for customers to navigate your site (including on mobile sites), and– encouraging customers to spend time on your site (for example, by making sure
that your page loads quickly so people who click your ad don’t give up and leave your site prematurely).”
Google’s guidance for landing pages is basically UX best practise
Source: https://support.google.com/adwords/answer/2404197?hl=en-GB
Usability is not an optional extra
Relevance means…
Right message, right person, right channel, right device, right time
Start with the message, not the medium
Awareness Preference
Could never buy
Consideration
1. EXCLUDEEliminate people who could never buy from our paid advertising – i.e. too young, fraudulent behaviour, wrong location, poor credit, previously rejected
2. ENGAGEUse a common targeting and remarketing platform across all channels to eliminate bidding conflicts.
Continually test and learn using lean principles.
3. EXPLOITClear customer journeys from search to landing page to purchase, dominate brand search on PPC and SEO, defend search landscape from competitor bidding. Track incremental benefits
Match the message to customer segments
• James had a pension with a previous job, but since he left he hasn’t really thought about his pension planning.
• By interacting with a banner he realises that his pension pot is too small and he is falling behind most people.
• He then clicks on one of our follow up messages to arrange a free audit.
Create a narrative arc that will engage the customer
James SimpsonTravel Manager
Remarketing example - prospecting
Pensions example - prospecting
Remarketing
Remarketing
Banner interactions delivers some useful segmentation
Age
Size of pension pot
Interest in retirement planning
My pension pot is above average, OR
My pension pot is below average
PPC generics
Video remarketing
Site specific
Lookalikemodelling
Categories & keywords
Search remarketing
Website remarketing
Behavioural analytics
AWARENESS
CONSIDERATION
PREFERENCE
PURCHASE /CONVERSION
Nativeadvertising
Where channels drop across the customer journey
Drive engagement Drive site visits Drive conversions
Paid social
PPC brand
PPC competitors
Content amplification
Remarketing starts with capturing ALL customer interactions
Visits to your websiteInteraction on social mediaEngagement with advertising
Non-bounce visits
Video views
Banner interactions
Interest in specific categories
Browse not bought
Likes, favourites
Retweets, shares
Follows, fans
Forwarded links by email
Native advertising views
Remarketing does not have to mean display
Remarketing can now happen almost everywhere – not just on display.
Driving value from remarketing is highly complex, involving:
• Bidding strategy (what is this impression worth to us)
• Frequency
• Timing
• Context (which channel will have most impact)
• Messaging
Google search
(RLSA)
Video pre-roll
Facebook Exchange
Twitter remarketing
Displayadvertising
Google Display Network
Stay relevant, keep testing
Ideas
CodeData
Build
Measure
Learn Create faster
Cross-functional teamsIncremental deploymentContinuous optimisation
Publisher partnershipsHTML5 template bannersJavaScript-powered MVT
A/B testingSmoke test
Learn faster
Use PPC to test messagingTest content via content amplificationLanding page testsCustomer interviewsPersonasCompetitor behaviourFusion tablesGoogle CorrelatePredictive analysis
Measure faster
Metrics tied to business goals Social listening dataSearch trends dataAPI-powered dashboardsReal-time alertsContainer tag deployment
Event-level trackingTest against PPC traffic
Heat map analysisFunnel analysisCohort analysis
Minimise total timethrough the loop
Super-fast optimisation
Compare apples with apples
Funnel position Category Media Segment
Consideration Search remarketing Google RLSA Browse not bought
Consideration Search remarketing Google RLSA Generic search
Consideration Search remarketing Bing Remarketing Generic terms
Consideration Search remarketing Captify Brand terms
Consideration Search remarketing Captify Generic terms
Consideration Search remarketing Magnetic Generic terms
• What does success look like?• Examine and improve landing page experiences• Make sure your remarketing is relevant to the target audience• Integrate all channels – Remarketing doesn’t just stop at display• Keep testing!
In Summary
Thank youFor more information please contact Harvest on0207 479 7500 or email [email protected]