The document outlines strategies for designing and optimizing omni-channel digital marketing campaigns. It discusses setting up campaigns by determining geo-targets and structuring data to meet business objectives. It also covers optimization strategies like aligning platforms and channels to different stages of the customer journey or having all channels compete on the same metric. The goal is to improve conversion rates, revenue and ROI by taking a strategic, omni-channel approach that accounts for how today's consumers cross-shop, research on multiple devices and are influenced by video.
Brian Kroll - The Strategic Omni-Channel Digital Marketing Playbook
1. The Strategic Omni-Channel Digital
Marketing Playbook:
How to Design, Set Up, and Optimize Omni-Channel
Digital Campaigns
Digital Summit Philadelphia 2017
#DSPHL
3. 33
• VP Sales & Strategic Accounts
• Joined Adtaxi in May 2011
• Data nerd
• Developed Adtaxi’s proprietary
“Magellan” optimization
algorithm
• Lives in SF Bay Area with wife
and son
About me…
4. 44
We simplify digital marketing for businesses
everywhere.
90+%
Retention
rate
12
Regional
offices
230
Employees
and growing
Digital
Marketing
Experts
Platform
Agnostic
Audience
Centric
Data
Driven
About Adtaxi
13. 1313
Determine your geo-targets
Analyze Google Analytics data
Analyze CRM data
Align budgets on historical data & future oppty
Use AdWords as BI for keywords in primary geo
24. 2424
Search engine marketing strategy: Prospecting
THEMED AD
GROUPS &
KW’S
HIGH
IMPRESSION
SHARE –
PRIMARY
SYNC GA &
ADWORDS;
TRACK
CONVERSIONS
OPTIMIZE TO
LOWEST ECPA
‘BEST SELLING’
PRODUCTS -
SECONDARY
1-3 FOR
DESKTOP; 1-2
FOR MOBILE
25. 2525
Search engine marketing strategy: remarketing
BID FOR PRIMARY
KEYWORDS
EXCLUDE BRANDED
EXCLUDE SERVICE-
RELATED VISITORS
CHANGE UP THE TEXT
IN THE AD TO FOCUS
ON WHY THE USER
SHOULD BUY FROM
YOU
26. 2626
Paid social marketing strategy: prospecting
CUSTOM
AUDIENCES
OFFLINE DATA:
PARSE CRM
DATA
VARY AD TYPES
ON
OBJECTIVES
FOCUS ON
CONVERSIONS /
eCPA
ONLINE DATA:
SEGMENT
WEBSITE
VISITORS
DAY-PART AS
NEEDED
27. 2727
Paid social marketing strategy: remarketing
REMARKET TO HIGHEST
VALUE VISITORS
USE FACEBOOK LEAD
AD TO ENGAGE USERS
WHO DON’T CONVERT
ON LEAD GEN FORMS
28. 2828
Basic prospecting strategy: RTB (Display, Native, Video)
3rd Party
Data
1st Party
Predictive Data
Category/
Interest
Engaged
Visitors
Retargeting takes over
30. 3030
The first retargeting ad you show someone is often more
valuable than the 5th. Why pay the same amount?
Static Bid Dynamic Bid
Frequency pricing for RTB
31. 3131
Tailor impressions to the recency schedule with the highest
conversion rates.
Recency scheduling for RTB
34. 3434
Level playing field for ad performance data
METRICS THAT
MATTER: GOAL-
BASED
CONVERSIONS
DON’T RELY ON
LAST CLICK
ATTRIBUTION
BREAK IT ALL
DOWN INTO AN
ECPA
CLEARLY
DEFINE WHAT
SUCCESS
LOOKS LIKE
TRACK CROSS-
DEVICE
ACTIVITY
TRACK
SUCCESS WITH
3RD PARTY
PLATFORMS
38. 3838
Segment budget
to focus on
maximizing
efficient
marketing to
strategic stages
Awareness
Interest
Consideration
Intent
.
.
.
The
customer
journey
isn’t
linear, or
instant
Video SocialNative Display
Purchase
Retention
Evaluation
Optimization option #2 focuses on key stages
39. 3939
Expected benefits of optimizing to each stage of the
customer journey
IMPROVED
CONVERSION RATES
AT POS
LESS “BUYER’S
REMORSE”
GREATER CUSTOMER
COMPATIBILITY
LARGER MARKET SIZE
AND MARKET SHARE
BRAND SEARCH WILL
INCREASE OVER TIME
40. 4040
Drive Revenue | Improve ROI
80%
Increase in
transactions
81%
Increase in
revenue
760%
ROAS
Google
Shopping
Real Time
Bidding
Paid
Search
Case study:
National Golf Retailer
42. Thank you!
To learn more about Adtaxi,
check us out at
www.adtaxi.com or email us
at info@adtaxi.com.
Find more resources at
www.adtaxi.com/our-
insights/resources/.
Notes de l'éditeur
SN: Could break out the industries we serve into it’s own slide. Note, we are a Bing Elite partner as well.
Criteria for Premier Partner badge is based on:
Client Revenue Growth
Client Retention
Overall revenue growth
Growth in number of advertisers
http://www.prnewswire.com/news-releases/adtaxi-wins-prestigious-google-award-300370033.html
Talk about partnerships with Newspapers:
“It’s also worth noting that we partner with news media companies all around the world including The Seattle Times, Graham Media and Bay Area News Group”
Constantly cross-shopping
Spending more time researching, making decisions more quickly
Largely brand agnostic
Spending increasingly more time on mobile device
Increasingly researching using multiple devices
Increasingly turning to videos during research process
Ecommerce campaigns
Brick & mortar retail campaigns
A blend of the above
Event promotion campaigns
Lead generation campaigns (funneled to a sales team)
Awareness and/or advocacy (looking to influence opinion)
Analyze your GA data
Filter for conversion metrics and then by city
Analyze your CRM data
De-dupe zip codes or city data
Align budgets based on a blend of historical data and future potential opportunity
Best practice: Use AdWords as business intelligence by looking at impression share for key keywords in primary geo
Themed ad groups & KW’s
High impression share for primary campaigns and geo (target 90%+).
“Best selling” or “unique” products for secondary geos
Sync GA & AdWords, track goals as conversions.
Optimize to lowest eCPA.
Position 1-3 for desktop; position 1-2 for mobile
Day-part as needed
Bid for primary/top keywords, exclude branded, exclude any service-related visitors
Change up the text in the ad to focus on why the user should buy from you as much as possible.
Prospecting
Custom Audiences are critical and typically high performers.
Offline Data: Parse CRM data from past purchasers by product/service, build out groups based on top selling products/services. Target these groups with current specials for each model when appropriate, general branding with the appealing image otherwise. Exclude the initial audience when targeting look-a-likes.
Online Data: Segment website visitors by products/services viewed on site, build look-a-likes and exclude current website visitors.
Prospecting (continued)
Vary ad types based on objective. For Prospecting, run Single Image and Carousel side by side, also video if not repurposing TV commercial.
Day-part as needed
Remarket to highest value visitors
Use Facebook lead ad to engage users who don’t convert on lead gen forms.
Use Predictive Modeling for Top Selling Products/Services and serves users ads or videos showing features of those items
Use Native to Promote Thought Leadership
Call to action of “Learn More”, etc
For other buying signal events, use opportunity to tell consumer why they should buy from you.
Testimonials or “Thank You” video
So with that as a backdrop, one option is the notion that all channels should compete.
Focus on the metrics that matter: hint, it’s not clicks, CTR, or eCPC. It’s 100% about goal-based conversions on site or offline conversions (Phone Calls, Store Visits, etc)
Use pixels from your platforms for a 360 degree view of the interactions and integrate that data with your performance modeling, don’t rely 100% on last click attribution.
Make sure you’re tracking cross-device activity.
Break everything down into a effective cost per action, or eCPA.
Determine and clearly define what “success” looks like for your end outcome, i.e. “increase quotes by 200%” over 6 months.
Track success with 3rd party platforms (Google Analytics, etc)
The first option is to run across all available platforms and have everything compete to deliver the best ROAS against a single KPI. This goes towards serving the old adage of “I know 50% of my advertising is working, I just don’t know which half”. But with our platform we can help you set up a strategy to run coordinated lower funnel Display, Native, Video, Search & Social campaigns to mine the bottom of the funnel for in-market consumers who are getting very close to the buying stage and put your name in front of those people. Using this strategy, the winning platform at any given time will get more budget as needed and we’ll optimize the budget for low funnel KPI’s.
While we can make this effective, the one major drawback to this strategy is that you’re focusing on the short term. Everyone who is in market at any given time has already formed some sort of opinion about what they’re interested in buying, and you either have it or you don’t, and at this stage the consumer is also most likely comparison shopping.
You are now in a low funnel contest with everyone else who sells what you sell, and we’ll do whatever we can to help you win, but everyone is competing over just one segment of the funnel. If your business model forces you into this situation, it is best to focus solely on the platforms that will most likely have a chance to influence the consumer at the bottom funnel stages, and that would be a focus on Search, Social and RTB Display with very heavy retargeting. Video and native retargeting can also be effective depending on your assets and customer value, typically those are higher funnel platforms and including them will kill your ROAS by effectively taking that media spend and turning it into an anchor on your ROAS that the other platforms will have to overcome two to threefold in order to achieve ROAS goals.
And if you need to focus on the super low funnel, we can certainly help you win. But operating this way neglects the consumer journey, and with it the opportunities you have to influence the consumer much earlier in the journey, which can cost effectively influence the journey in your favor.
In my opinion, if your business stage supports it, the best possible omni-channel strategy is one where all digital platforms work in harmony with each other. In this scenario, we’re acknowledging that the customer journey isn’t linear, and that each channel serves a purpose to guide the consumer on their path to purchase journey. In this scenario, instead of optimizing all platforms to a single KPI, the more effective method is optimizing each channel to it’s own respective KPI.
For instance, with video, the KPI should be optimizing to the lowest effective cost per new completed video view and that’s it. At this point, video has done it’s job if the consumer progresses, and we then pass the torch to other platforms (or videos) to further influence. Once a new potential customer 100% of a pre-roll video, the odds of that consumer watching the same video again drop significantly, so instead of continuing with high cost video CPM’s its better to segment that user and instead start serving relevant and more cost effective display messages.
Same thing goes for Native. Using RTB native effectively can position your business as a thought leader in your space, and this can influence them positively as consumers move down the funnel and are instinctively starting to look for differentiators between service providers. The KPI for native campaigns should typically be a mid-level site engagement metric, such as a particular action taken after reading the desired on-site content.
Social and Display channels typically span the funnel, and those platforms lend themselves well to simultaneous prospecting and remarketing strategies. The end goal is to use prospecting to feed an upper funnel KPI and then remarketing to drive that consumer to conversion, and since the ad formats offer different messaging opportunities you can use those opportunities to your advantage to have a seamless conversation with the consumer as they move down the funnel based on their on-site engagement.
When you optimize campaigns this way, you’re recognizing that consumers move to various strategic stages throughout their journey, and each channel should have it’s own dedicated budget that should be optimized to it’s own KPI that is best representative of it’s stage. As your business progresses and you acquire more customers by nudging them appropriately into filling your funnel and then closing them, then you can start optimizing across channels by moving budget strategically to focus on the highest value customer segments, which are those that are typically going to be the most compatible customers and which will provide the highest ROAS.
Improved conversion rates at the point of purchase/action
Less “buyer’s remorse”, greater customer compatibility, and greater brand advocacy
Larger market size and larger market share
Brand search will increase over time, which typically means lower CPC’s and more budget for non-branded.
