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WSI World - IFA 2014
- 1. Google and Facebook Advertising • • • • Bad execution vs. Bad strategy Understanding the language Becoming a smart consumer General trend – supply and demand, arms race DRIVING GROWTH in CHALLENGING TIMES February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
- 2. Google and Facebook Advertising • Google • Facebook • Landing Page Optimization (LPO) DRIVING GROWTH in CHALLENGING TIMES February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
- 3. Google Advertising • What is paid search? – AdWords – Display • remarketing, interests & topics, contextual keywords, Direct placements – Product Listing Advertisements – YouTube DRIVING GROWTH in CHALLENGING TIMES February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
- 4. Google Advertising • INSERT SLIDE WITH IMAGES FOR EACH DRIVING GROWTH in CHALLENGING TIMES February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
- 5. What is AdWords • You pay for a keyword – auction based pricing • Clicks can be VERY expensive • Quality score drives your pricing and positioning • Impressions are free – clicks are paid for • Think differently vs. traditional direct response • AdWords (and other traffic) seeds remarketing DRIVING GROWTH in CHALLENGING TIMES February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
- 6. Google Advertising • INSERT REMARKETING IMAGE DRIVING GROWTH in CHALLENGING TIMES February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
- 8. Remarketing • A marketer’s secret weapon – Increases campaign cost by 15-20% – Increases performance by 50% – Powerful branding impact is the bonus DRIVING GROWTH in CHALLENGING TIMES February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
- 9. Google Advertising • Video – Very cost effective (geo targeting, low adoption) – Big branding impact – Video required DRIVING GROWTH in CHALLENGING TIMES February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
- 10. Google Advertising • Inefficiencies – Geo-targeting and leakage – Short tail vs. long tail – Call tracking – 80% of service based leads are phone calls DRIVING GROWTH in CHALLENGING TIMES February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
- 11. Google Advertising • Critical success factors – Speed to lead (MIT/Harvard Research) • 1 vs. 2 hr response – 7 times more likely to contact – Landing Page Optimization DRIVING GROWTH in CHALLENGING TIMES February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
- 14. Google Advertising • Issues/Risks – Dangers of being #1 – Enhanced Campaigns – Elasticity of demand – leverage the business cycle DRIVING GROWTH in CHALLENGING TIMES February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
- 15. Understanding Business Cycles DRIVING GROWTH in CHALLENGING TIMES February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
- 16. Facebook Advertising • Facebook Advertising – what is it? – Page post ads – Right side-bar ads – Dark ads (unpublished posts) • Advantages – Allows you to be active vs. passive (google) – Still untapped by advertisers – Capture more information – campaign building DRIVING GROWTH in CHALLENGING TIMES February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
- 17. DRIVING GROWTH in CHALLENGING TIMES February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
- 18. Facebook Advertising • Pricing models – CPC (Facebook equivalent to PPC) – CPM – Optimized CPM (oCPM) DRIVING GROWTH in CHALLENGING TIMES February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
- 19. Facebook Advertising • Critical success factors – Building custom audiences • Your own • Targeting others’ audiences – Power Editor (tool for power users) – Driving traffic outside vs. inside your FB page – Retargeting (leverage Google PPC, SEO, etc.) DRIVING GROWTH in CHALLENGING TIMES February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
- 20. Facebook Advertising • Issues/Risks – The pursuit of “likes” • Importance of “social proof” – All leads not created equal (high vs. low in funnel) • Track your cost per sale – analytics, call tracking etc. DRIVING GROWTH in CHALLENGING TIMES February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
- 21. Landing Page Optimization • Digital Alchemy – Traffic costs don’t change, but results do! • Multivariate analysis DRIVING GROWTH in CHALLENGING TIMES February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
- 22. Landing Page Optimization DRIVING GROWTH in CHALLENGING TIMES February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
- 23. Landing Page Optimization DRIVING GROWTH in CHALLENGING TIMES February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
- 24. PAGE A: DRIVING GROWTH in CHALLENGING TIMES February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
- 25. PAGE B: DRIVING GROWTH in CHALLENGING TIMES February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
- 26. WHICH PAGE PEFORMED THE BEST? A B DRIVING GROWTH in CHALLENGING TIMES February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
- 27. PAGE B GENERATED: 24% MORE SALES 47% INCREASE IN REVENUE PER VISITOR A B DRIVING GROWTH in CHALLENGING TIMES February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
- 28. PAGE A: DRIVING GROWTH in CHALLENGING TIMES February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
- 29. PAGE B: DRIVING GROWTH in CHALLENGING TIMES February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
- 30. WHICH PAGE PEFORMED THE BEST? A B DRIVING GROWTH in CHALLENGING TIMES February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
- 31. PAGE A GENERATED: 40% INCREASE IN SALES 41% INCREASE IN REVENUE PER SALE A B DRIVING GROWTH in CHALLENGING TIMES February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
- 32. ORDER TODAY DRIVING GROWTH in CHALLENGING TIMES February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
- 33. MARKETERS ALWAYS MEASURE! DRIVING GROWTH in CHALLENGING TIMES February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
- 34. dmonaghan@wsiworld.com www.wsiworld.com/ifa DRIVING GROWTH in CHALLENGING TIMES February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
Notes de l'éditeur
- Slide 36 Let me give you an example: When you look at these 2 pages I’ll show you, the only thing that’s different between Page A and Page B is that the green button on the first page says “Customize it”
- Slide 37 and the green button on page B that says “Personalize Now” –
- Slide 38 on the surface, both of these sites seem almost exactly the same…in fact “Personalize Now, and Customize it” sound like the same thing. Do you think there is any difference in performance between these two pages? And if so, which do you think would perform better? While most people wouldn’t expect to see a difference in results, and 99% of web developers would never think to even test for a difference,
- Slide 39 Page B, “personalize now” generated 24% more sales, and even more importantly, a 47% increase in revenue per visitor. If you have any accounting or marketing background you’ll know that an increases like that can result in more than a 100% increase in profitability. One simple well placed change like that can means hundreds of thousands or even millions of dollars of additional profit for clients….and that’s the difference between web development, and digital marketing.
- Slide 40 I’ll give you another example, of some different versions of the smiley cookie website, selling the same product. …I’ll give you a few seconds to look at each.
- Slide 41 And keep in mind…that’s all we have…just a few seconds is all the time most people spend on a page.
- Slide 42 Do you think there is much of a difference in performance? And if so, what’s the key element that made the difference? …now if you chose page A you were right…it dramatically outperformed the elements you see on page B….
- Slide 43 in fact what you see on page A increased sales by 40% and increased revenue per sale by another 41%! Again, a huge potential impact on smileycookie’s profits! But the reason page A outperformed the others may not be what you think….
- Slide 44 the element that made the real difference was right here. The wording… ‘Order Today -> Ships Next Business Day’ This offer made all the difference across all of the other elements tested. Five different offers were tested on the SmileyCookies homepage and all of the site traffic was split up equally among the different variations.
- Slide 45 Again, most people wouldn’t even notice the difference, but the owners of smileycookie sure did when it was time to count the profits. Again, 99% of web developers wouldn’t have even measured this difference. And for those that consider themselves marketers as opposed to just web developers,