Downtown Portland Digital Workshop

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3/3/2015 #oredigital
WELCOME
3/3/2015
#oredigital

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Oregonian Media Group: At a Glance
6.3M
OREGONLIVE
UNIQUE VISITORS
49M
OREGONLIVE
PAGEVIEWS
1.3M
REGULAR
READERS
73%
REACH IN THE
PORTLAND NDM

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More Engaging Ads, in More Places
Search
Print
Social
Display
ContentMarketing
Standard &
High-Impact
Digital Ads
Audience
Targeting
Section & Site
Sponsorships
Video
Mobile
Email
Newsletters
Classifieds
Standard &
High-Impact
Print Ads
Spadeas
Oprints
Polybags
Toppers
Search Engine
Optimization
(SEO)
Search Engine
Marketing
(SEM)
Website
Development
Social Media
Optimization
(SMO)
Reputation
Monitoring
Sponsored
Content
Branded
Content
Auto
Real Estate
Recruitment

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Local Presence, National Reach

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Condé Nast Brands

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“The key is to win the first moment of truth, that is to say, get and keep
the attention of the shopper at the point of purchase where a massive
70% of buying decisions are made.”
Jesper Wiegandt, Marketing Director P&G

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Opportunity to Influence
Traditional 3-Step Model
STORE
IMAGE
SALES
PERSON
Traditional
Awareness
STORE
SHELF

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No Shelf, Salesman,
or Physical Store
Traditional
Awareness
Google answers 114.7
billion searches a month
Opportunity to Influence
New Mental Model

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The New Consumer Model

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Effects on Traditional Media
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#oredigital

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Types of media and actions
taken following exposure
Prompted to search
(Google, Yahoo! & Bing) 67% 64% 78% 77%
Direct to advertiser’s site 26% 15% 21% 21%
Direct to storefront 7% 11% 1% 2%
Nearly 3 in 4 consumers exposed to traditional advertising (within a traditional
media) later look up the product or brand online.
Traditional Media Drives Online
Action(s)

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ZMOT vs. Adult Literacy
80-85% research
products online prior
to purchase
86% of Americans can read
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#oredigital

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Can a business still
operate without building
a digital brand?
As a consumer, how do
you feel when you can’t
find business information
online?

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How does it all work?

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End Moment
Consumers have complete control over how they consume
information. The rate of consumption is regulated based on
need, interest and intent.

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Consumer Research Moments
Active Consumer Session Passive Consumer Session

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Active Consumer Session
Online discovery driven
by traditional media
awareness
1st Party data &
3rd Party Data Collection

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Targeting a Passive
Consumer
1st Party Data
1st Party Data
+
3rd Party Intender Data
Behavioral Targeting
& Remessaging
Passive Consumer Sessions
produce the majority of
internet traffic

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The Holy Grail of Marketing
Tying online attribution to in-store sales

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Is Audience Attribution Modeling the
next best thing?
Site Attribution Tools:
Attribution and Campaign Mapping
Analytics (Google, Adobe, etc)
Campaign URLs (UTM, URL Tag, Built URLs)
Analytic Goals (engagement, conversion, e-comm)
Tag Manager (on-page events)
Engagement Metrics
CTR Benchmarking
Cookies/ Pixels (View-Through/ Conversion)
DMP Data Collection
In-Store Attribution Tools
Daily Traffic Estimates
Revenue Tracking
Products Sold
External Environments (seasonal, weather, etc.)

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Purchased Online
Purchased Offline
Research Online and Purchase
Offline (ROPO)
Despite the growing popularity of online shopping
8 out of 10 consumers research online and purchase offline

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Ecommerce
represents only
6.4%of retail sales
ROPO v. Ecommerce
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#oredigital

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What is Search Marketing?
Search Marketing is the process of gaining
traffic and visibility from search engines
through both paid and unpaid efforts.
This is the umbrella term that covers
Search Engine Optimization (SEO) and
Search Engine Marketing (SEM) –
sometimes called Pay Per Click (PPC)
Advertising
SEO: a marketing tactic used to help gain
visibility within a search engine’s natural, or
“free” listings.
SEM: another marketing tactic used to help
gain visibility through paid listings (i.e. ads).

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Anatomy of a Search Engine Results Page
Organic
Listings

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Local
Listings

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Paid
Listings

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Benefits of Search Engine
Optimization (SEO)
• Increases your visibility within search engines
• Builds overall strength of your brand and trust with search engine users
• Drives active buyers to your site
• Increases your ROI (maybe the best ROI of any marketing tactic) and can be an
extremely cost effective tactic
Sites that rank first organically receive
of Google’s total traffic share, on average.
31%

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SEO Ranking Factors
• Link Building
• Content
Optimization
• Social Media

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SEO Process
1
2
3
4
5
6
SEO PROCESS
Website &
Competitive Analysis
Identify Keyword
Opportunities
On-Page Tagging
& Code Cleanup
Content Editing & Copywriting
Off-Page Link
Building
Review of
Rankings &
Analytics

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Anatomy of a Web Page
Main Page Elements
• Title Tag
• Meta Description Tag
• H1 Tag
• ALT Image Tag
• Image File Name
Page Title: Chocolate Donuts | Mary’s Bakery

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Connection between SEO & SMO
Social media optimization (SMO) is
increasingly important to SEO performance.
As more potential clients find, visit, like,
share, +1 or otherwise recommend your
business’ page, your website receives more
traffic and a higher ranking in organic
search results.
Personalized search results and geo-
targeted advertising have boosted the
importance – and benefit – of a social
media presence.

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Social Media & SEO
• 82% of agencies said social is either somewhat or highly integrated
into their social strategy

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Social Media & SEO
• Social links may or may not boost search rank
• Social profiles rank in the search results
• Social channels are search engines too
• Social channels can give your content/brand legs
• Google doesn’t always tell the truth (or things may change
down the road)
• Bing hasn’t denied that they include social signals into their
organic algorithm

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SEO & SEM: Better Together
Utilizing SEO & SEM
together can generate a
34% increase in CTR (i.e.
traffic to your website).*
ACTION
DESIRE
INTEREST
AWARENESS

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Benefits of Search Engine Marketing
• Improves conversion rates
• Attracts in-market customers
• Makes the most of your budget
• Consolidated reporting
• Trackable interactions
• Custom SEM ads and landing pages

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SEM Process
STRATEGY/GOAL
DEVELOPMENT
KEYWORD
DEVELOPMENT
CREATIVE COPY
& LANDING
PAGES
CAMPAIGN
OPTIMIZATION
ANALYSIS &
REPORTING
ACCOUNT
MANAGEMENT

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Components of an SEM Campaign
• Main Components
– Keywords
– Ad Text
– Landing Page
Give them what you promised
LEAD BAIT OR PRODUCT
Illustrate how valuable you are
LANDING PAGE
Show them what they are looking for
AD
Bid on highly relevant keywords
KEYWORD
INTENT MATCH
MESSAGE MATCH
VALUE MATCH

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Components of an SEM Campaign
Campaign
Shoes
Running
Lightweight
running
shoes
Sprinter
shoes
Hiking
Hiking shoes
Mesh hiking
shoes
Ad Group
Keywords
Ad Text Lightweight Running Shoes
Must Have Lightweight Running Shoes.
Try Them on Today. On Sale Now.
Sale on Hiking Shoes
Check Out Our Newest Hiking Shoes.
On Sale Now. Try Them on Today.

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Display Ad Examples

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Product Listing Ads (PLAs)

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Remessaging Ads
YOUR AD
2. THEY LEAVE YOUR
SITE AND GO TO OTHERS
3. THEY SEE
YOUR AD
4. THEY CLICK ON YOUR
AND RETURN TO YOUR SITE
1. VISITORS ENTER
YOUR SITE

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Components of a Strong SEM Landing Page
Brand/Logo
Headline
Image
Relevant
Body Copy
Call to Action
Lead/Information
Capture
Trust Marks

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Contact Us
• Kevin Bekker
kbekker@oregonian.com
• John McPhee
jmcphee@oregonian.com
• Steve Urban
surban@oregonian.com

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Sources
3. Source: 1. comScore, OREGONLIVE, total U.S., November
2014; 2. Scarborough 2014 R2; Base: Portland DMA/NDM;
Target: Read The Oregonian (daily in past five days or Sunday in
past 30 days) or OregonLive (past 30 days).
5. comScore, MediaMetrix, Multi-Platform, August 2014
7. Google/Shopper Sciences, Zero Moment of Truth macro Study,
U.S., April 2011;
http://www.kamcity.com/library/download/IRI/IRIWinning
thefirstmomentoftruth.pdf
8. https://www.thinkwithgoogle.com/articles/zmot-why-it-
matters-now-more-than-ever.html
9. Google/Shopper Sciences, Zero Moment of Truth macro Study,
U.S., April 2011; http://www.internetlivestats.com/google-search-
statistics.
10. Google/Shopper Sciences, Zero Moment of Truth macro
Study, U.S., April 2011.
11. Based on 2012 Google/Compete Retail Furniture Study, U.S.
12. http://www.statisticbrain.com/number-of-american-adults-
who-cant-read
13. Based on 2012 Google/Compete Retail Furniture Study, U.S.
23. Google Reaching Today’s Boomers and Seniors Online, March
2013
24. U.S. Commerce Department via “E-commerce speeds up, kits
record high of retail sales,” MarketWatch.com.
28. “Smartphone Users and Penetration Worldwide2012-2017,”
eMarketer, Dec. 2013.
29. http://www.businessinsider.com/verizon-vs-att-sprint-tmobile-
carrier-data-plan-pricing-2014-9;
30. http://thenextweb.com/google/2014/09/29/google-
announces-new-mobile-focused-display-ad-formats-rolling-coming-
months/
31. http://gulyani.com/complete-list-of-mobile-ad-networks-
companies
32. https://www.apple.com/v/watch/c/overview/
images/connect_large.jpg
33. https://nest.com
34. http://www.liveintent.com/news/advertising-strategy/email-
marketing-isnt-just-about-sending-email
35. http://technori.com/2012/11/2808-responsive-web-design-
the-next-mobile-mega-trend
39. “When Money Moves to Digital, Where Should It Go?”
comScore, 2010.
44. Search Engine Watch, “SEO and PPC Need to Stop Being
Enemies,” Sept. 10, 2014; *Search Engine Watch: “Google: Paid
Search Ads with Associated Organic Result Have Higher CTR”
45. Search Engine Land, How Ads Influence Organic CTR on
Google, 2014
47. MOZ
48. KISSmetrics

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