Digital Advertising: It's Not Just for Marketing Anymore
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Using the Google Ad network to advertise a big exhibit is obvious, but few organizations realize the importance of Google Grant (FREE advertising dollars!) and paid advertising to support ongoing membership and marketing efforts. We’ll discuss how Seattle Art Museum and Art Institute of Chicago have used digital advertising and new digital strategies to generate membership and ticketing revenue. Attendees will walk away with a list of actionable items that can be immediately implemented to benefit every department within their organization.
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Digital Advertising: It's Not Just for Marketing Anymore
- 1. AMMC / Opportunities for Engagement in the Digital Age Digital Advertising: It’s Not Just for Marketing Anymore
- 2. AMMC / Opportunities for Engagement in the Digital Age 01. Google Grant
- 3. AMMC / Opportunities for Engagement in the Digital Age Google Grant: The Basics • Up to $10,000 month in free digital advertising! • Limitations: – Maximum CPC of $2.00 – Text ads only – Search network campaigns only • An opportunity, not a solution – best done in conjunction with paid advertising User Searches Keyword Keyword Matches Ad Ad Served to User
- 4. AMMC / Opportunities for Engagement in the Digital Age
- 5. AMMC / Opportunities for Engagement in the Digital Age
- 6. AMMC / Opportunities for Engagement in the Digital Age
- 7. AMMC / Opportunities for Engagement in the Digital Age 02. Paid Digital Advertising
- 8. AMMC / Opportunities for Engagement in the Digital Age Text Ad Display Ads
- 9. AMMC / Opportunities for Engagement in the Digital Age
- 10. AMMC / Opportunities for Engagement in the Digital Age Seattle Art Museum Great member benefits. Join now, get 2 months Free! onlineoffer.seattleartmuseum.org Members See Gauguin Free Get 2 months Free membership to Seattle Art Museum. Join today! onlineoffer.seattleartmuseum.org Gauguin & Polynesia SAM members enjoy great benefits. Join now, get 2 months Free! onlineoffer.seattleartmuseum.org
- 11. AMMC / Opportunities for Engagement in the Digital Age 03. Remarketing
- 12. AMMC / Opportunities for Engagement in the Digital Age
- 13. AMMC / Opportunities for Engagement in the Digital Age 04. Cookie Targeting
- 14. AMMC / Opportunities for Engagement in the Digital Age Step 1: Data Input
- 15. AMMC / Opportunities for Engagement in the Digital Age Step 2: The Match
- 16. AMMC / Opportunities for Engagement in the Digital Age Step 3: Cookie Targeting
- 17. AMMC / Opportunities for Engagement in the Digital Age Direct Mail Digital Ad
- 18. AMMC / Opportunities for Engagement in the Digital Age 05. Microsites
- 19. AMMC / Opportunities for Engagement in the Digital Age
- 20. AMMC / Opportunities for Engagement in the Digital Age
- 21. AMMC / Opportunities for Engagement in the Digital Age
- 22. AMMC / Opportunities for Engagement in the Digital Age 06. Mobile Advertising
- 23. AMMC / Opportunities for Engagement in the Digital Age
- 24. AMMC / Opportunities for Engagement in the Digital Age 07. Social
- 25. AMMC / Opportunities for Engagement in the Digital Age Facebook Integrated Form
- 26. AMMC / Opportunities for Engagement in the Digital Age
- 27. AMMC / Opportunities for Engagement in the Digital Age 08. Light Box
- 28. AMMC / Opportunities for Engagement in the Digital Age Cyber Monday Light Box
- 29. AMMC / Opportunities for Engagement in the Digital Age 09. Email
- 30. AMMC / Opportunities for Engagement in the Digital Age
- 31. AMMC / Opportunities for Engagement in the Digital Age Email Email #1 Sent: April 10, 2012 Subject: Save over 20% on tickets - Gauguin and Polynesia Email #1 – Sent January 24, 2012 Subject: Special Savings: Gauguin and Polynesia Email #1 – Sent January 24, 2012 Subject: Special Savings: Gauguin and Polynesia Email #2 Sent: April 17, 2012 Subject: Don’t let it pass you by
- 32. AMMC / Opportunities for Engagement in the Digital Age Questions? Amy Radick aradick@artic.edu Tiffany Tessada TiffanyT@SeattleArtMuseum.org Anthony Plamondon anthony@thelukenscompany.com Tori Bundy vbundy@thelukenscompany.com
Notes de l'éditeur
- Anthony:Welcome everyone and thank you for coming. I am here with my friends and colleagues from the Seattle Art Museum, the Art Institute of Chicago Amy and a member of our digital team. Amy Radick is the Director of Membership and Annual Giving at AICTiffany Tessadais the Membership and Annual Giving Director at the SAM Plus my colleague from The Lukens Company Account Manager, Tori BundyAt this session we’ll tackle each digital strategy one by one and hear from AIC and SAM about how these two organizations manage implementation. Hopefully everyone will walk away with a variety of ideas to add to their toolbox. At the end we will have for questions and comments.
- Anthony:Let’s start with Google Grant.This is one of our favorite types of digital advertising – because it’s free!Show by a raise of hand;How many of you have heard of free search advertising through Google? Great!And of those that have their hands raised, how many organizations have applied for and or using a Google Grant? Great!How many are using their grant to sell memberships? Interesting.Ok, excellent. For anyone who isn’t already familiar with Google Grant, Tori will give a quick explanation.
- Tori:Google offers a grant of up to $10,000 per month in free digital advertising for qualifying nonprofits. If your organization doesn’t already have one, it’s easy to apply. All you have to do is go to google.com/nonprofits and submit your employer ID number to be approved for the program. After you have been approved, you will be able to begin advertising. Of course, there are limitations with anything free and that is definitely true for Google Grant. With Google Grant advertising:Maximum CPC of $2.00 A quick lesson on pay per click advertising. Every keyword has a corresponding cost that an advertiser has to pay to have their ad served when that keyword is searched. So if I lived in Chicago, and searched Picasso on Google.com a Picasso in Chicago exhibition text ad would be served to me because we have the keyword “Picasso” running in the AIC campaign for their Picasso in Chicago exhibition.Text ads onlyAds can only run on Google.comSince Google Grant offers free money, we strongly encourage our clients to have those advertisements running at all times – whether we manage them or not, its just silly not to take advantage of the opportunity. We also recommend that all of our clients run a paid advertising campaign simultaneously with their ongoing Google Grant advertising because this will allow for any keyword searches that fall above the $2.00 CPC limit to captured.
- Amy:With Google Grant, the goal is to maximize $10k in free search ad spendAt AIC we run Google Grant ads for anything and everything – ticketing, membership, gift shopThis is where breaking down silos within your organization is important because this is a very valuable shared resource but used in all areas of your institution because you never know what people are searching for at any given time!While AIC does use Google Grant for everything, we're still working to break down the silos within AIC so we're not competing against each other.
- Tiffany:When first implemented our Google Grant, less than $1,000 of the monthly ad buy allotment was being usedWe are now maximizing their Grant ad buy and able to spend close to, if not all, of the $10,000/monthDuring non-major exhibition periods, the Grant ads promote institutional messaging, branding, membership, and specialty programs/eventsDuring major exhibitions, the Grant complements paid search advertising with exhibition-related ads and allows for broader search budget
- Tiffany:For our Grant to help generate more clicks. We used Sitelinks extensions below the ads.Sitelinks ads typically boost clicks rates because it gives the searcher more options.
- Anthony:Tori mentioned that there are limitations with the Google Grant and for that reason we always supplementing your free search advertising campaigns with additional paid advertising – both search and displaySome of you might be new to digital advertising, so let’s first have Tori explain the difference between the two…
- Tori:You already know what text advertising looks like since that’s the only kind of advertising the Google Grant offers – here are some samples from SAM’s Picasso campaign.On the left are some examples of what display advertising looks like. Now with display advertising, it’s all about targeting.There are a variety of ways to target your ads: audience, placement, keyword, remarketing and cookie. We will get in to remarketing and cookie targeting later, but audience targeting is when we target ads to a particular demographic (age, gender, income, etc). For example, men or women of a particular income level who visit particular type of websites. Placement targeting is when we run display ads on a specific list of websites that we choose. Then Keyword targeting (which is also known as contextual targeting) is when we serve ads next to content on the internet that has particular keywords that we choose. Keyword targeting is great for when media outlets cover your museum or the exhibition visit your museum, because our ads will be served next to this content when we use this targeting method.One interesting thing to note is that display advertising drives search advertising (people see the display ads and then search for the deal on Google).
- Amy:We have a variety of digital advertising examples here, but the goal of each is to drive membership. As you might expect, much of our digital advertising focuses on an exhibit focused message – as seen here with some ads done for the Lichtenstein exhibit we had this past summer.We also run a fair amount of digital advertising with an institutional focus.And the search ads shown here were done for a holiday gift membership campaign we conducted.
- Tiffany:We’re always testing a variety of “tracks” in each of our digital advertising campaigns, so here you’ll notice we used similar creative for the recent Gauguin exhibit, but with slightly different messaging and offers depending on the goal of the track – sell memberships, sell tickets or collect emails for future follow-up. It’s important to note that oftentimes we see that display advertising drives search – meaning that someone will see a display ad and then search for more information about what the offer they saw in the ad.
- Tori:Remarketing is a targeting method that allows you to serve advertisements to prospects who have visited your website.
- Tori:How this works is we add a remarketing tracking pixel to your website, which is a snippet of code that Google provides. Anytime a user visits your site this code will tag them and we add them to an audience that is saved within Google. We can’t see any information about these people at all, but we are able to serve them advertising as they browse other sites on the internet since they are in this audience. Give retail example (when you browse on Nordstrom.com or put something in your shopping cart, an ad for one particular item you’ve viewed follows you around on other sites within the Google Ad or Facebook networks).This type of targeting can be very successful because the users within the audience are what we call “qualified users.” These people were already looking at your website, so they are interested in you and more likely to click an advertisement from your museum when they see it. Amy:AIC does year round remarketing mostly with an institutional focus– suppress individuals after they make a membership purchase.Then after one year, they are put back into remarketing audience.
- Tori:Cookie targeting is method where you can serve advertising DIRECTLY to individuals for whom who you have a mailing address. When each of us browse the internet, websites add cookies to our computers so they can track our internet habits. The websites that cookie us and also retain a mailing address from us, for example amazon, will house this data and allow advertisers to run an anonymous match of a mail file to determine if those individuals have a cookie. If they do, we can serve them display advertising.
- Tori:Typically we do this type of targeting as a multichannel marketing method between direct mail and online advertising. This method allows the prospect multiple channels through which they can respond. Amy will talk to you about a specific campaign we used this for with AIC.
- Tori:Typically we do this type of targeting as a multichannel marketing method between direct mail and online advertising. This method allows the prospect multiple channels through which they can respond. Amy will talk to you about a specific campaign we used this for with AIC.
- Tori:Typically we do this type of targeting as a multichannel marketing method between direct mail and online advertising. This method allows the prospect multiple channels through which they can respond. Amy will talk to you about a specific campaign we used this for with AIC.
- Amy:We tested cookie matching this summer in conjunction with the blockbuster Lichtenstein exhibition. Of the 520,000 households on the AIC acquisition file, 325,098 were matched to a cookie.Half were split out for a control group leaving 125,523 for us to serve an ad. This means that a select group of constituents on the AIC housefile were receiving both the mail piece and targeted digital ads at the same time. Over the course of the campaign, 2,950,632 impressions were served.The test group generated 127 more purchases than the control group for a 50% lift.
- Anthony:Whatever you call it – landing page, microsite, registration form – this is where folks are driven after clicking a adThis is a form of a micrositeHaving worked with ticketing systems I know how painful it is to have users sign in and then trudge through a long and arduous purchase path Purchase path is a key metric, Many ticketing systems are cart based and have a 8-12 click purchase path and the more clicks lead to higher abandonment rate We’ve done extensive testing to greatly improve the purchase process using an short form and long fromTori?
- Tori:You wouldn’t send out three different direct mail packages with exactly the same reply form. Think of the microsite as a reply form. It should match the ad.Driving traffic from digital ads directly to an institution's full website runs the risk of potential members getting distracted and not completing the membership purchase, especially if the purchase pathway is long. Instead we drive visitors to a short form. Here we collect the minimum amount of info needed (name and email) so that if the visitor doesn’t complete the transaction, we have some way to follow up. The next step is to collect address and payment info on the long form. Now as you’ll hear Tiffany discuss, we don’t drive SAM prospects to a long form because their website purchase process is very succient. Let’s hear how AIC handles their purchase process…
- Amy:Rather than driving traffic from our digital ads to the AIC website, where they run the risk of getting distracted and not completing the membership purchase, we instead drive visitors to a short form. Here we collect the minimum amount of info needed (name and email) so that if the visitor doesn’t complete the transaction, we have some way to follow up. The next step is to collect address and payment info on the long form. We’ve done a lot of testing with the long form to determine the optimal format and creative.
- Tiffany:Now we do things slightly differently at SAM. Because we’ve spent a lot of time perfecting the purchase process on our website, we actually drive prospects from the short form directly to our website – where they complete the process. We’ve found this works best for us as the number of clicks to complete a membership purchase is only XX.You can see here that we are testing different offers – 10% off vs 2 free months. Again, the microsites/landing pages match the ads.
- Anthony:In an increasingly mobile world, its important to be sure that your pages are optimized for a mobile device – meaning that individuals can easily access your site, landing page, digital ad while on their phone or tabletIn the Fall of 2012 we monitored the site visits for one of our clients and 29% of unique site visits came users using a smart phone or tabletGoogle studies have shown that user have a much greater propensity to return to a website that is mobile optimized site You also need to run mobile advertising that directs users to these mobile forms as well. I don’t think we need our digital guru Tori to explain this one for us, so let’s go directly to Amy to hear how AIC has implemented this strategy…
- Amy:During the final two weeks of the exhibit, we tested a mobile advertising campaign that featured mobile-friendly short form and long form landing pages.The mobile campaign was search advertising only and we targeted the same keywords and geo-target used for the non-mobile campaign.In just two weeks, we had eight new members join via our mobile advertising campaign.
- Anthony:Social is clearly one of the most popular advertising platformsWhile I am mainly using Foursquare right now, most of my friends still use FacebookI know that every time I log on to Facebook it seems like there is something newTori will walk you through how we are incorporating FB to increase fans and capture new membersTori:First, let’s talk about FB applications – Facebook applications allows developers to build forms, surveys, and other engagement tools on a business’s Facebook page. Specifically, we have used this to embed purchase processes (so our short form to long form process) directly into Facebook so users don’t have to leave Facebook to buy a membership or purchase a ticket. We have also used this for contests with list building purposes.Here’s how SAM utilized this application:
- Tiffany:
- Tori:Now let’s discuss a new Facebook tool called “Custom Audiences”This allows us to better target ads to current and lapsed members, ticket buyers and housefile through email matchingAmy:We tested Facebook Custom Audiences with our recent Lionhearted Upgrade52% match rate – $14.02 return on ad spend
- Anthony:This next strategy is a different way to think about advertising because its done within your organization’s website. Tori, why don’t you explain what a light box looks like and when we recommend utilizing this strategy.Tori:First – what on earth is a lightbox? A lightbox is a form that pops up on your website. These are the forms you see when you are on a business website and a box pops up and the rest of the website darkens behind it – hense the name “lightbox.” We use these to promote particular membership campaigns we are running, and request the first name, last name, and email address on these forms before forwarding them to the page to complete the action we are requesting – purchase a membership, buy a ticket, etc. Specifically we have used these for Cyber Monday, but we have also used them for end of year annual fund pushes and other holiday campaigns. These are sophisticated little tools as we can decide when these pop-ups come up and when they don’t, as well as decide when a user will see the form again after they see it for the first time. Amy can talk about how we have used these with AIC.
- Amy:In November we ran a Cyber Monday membership campaign in which we offered a one day 20% off membership deal. There were three components: a series of three emails sent leading up to and on the day of the deal; a Facebook application that allowed visitors to make a Cyber Monday purchase within Facebook; and a light box on the AIC homepage that alerted visitors to the deal. Overall the campaign resulted in 327 membership purchases (157 email, 102 unknown, 66 lightbox, 2 Facebook) for $23,212.00 gross revenue and $3.97 ROIAnthonyYou might consider utilizing the light box concept for any number of reasons. For example, Woodland Park Zoo, wanted to try to cut down on labor costs and reduce long lines surrounding their busy Labor Day weekendAnd our analysis has shown that organic traffic to web site is normally to attain basic information such as admission, hours, parking and the likeSo for WPZ we displayed a Light box on their main page that had a $10 off membership offerOver a 2 week the WPZ web sales increased dramatically and we generated nearly 400 memberships online It was so successful we are doing it again for Memorial Day weekend
- Anthony:With your online leads, email is the best way to way to follow up We’ve developed a specific formula that we’ve used with great success for many of our clients – let’s have Tori explain.
- Tori:We have found through pretty extensive testing that the best way to approach online leads with the goal of getting them to convert to a member is to put them through a three part email series. The first email is what we call an educate email, where we tell the person about what is going on at your museum. We share your upcoming events and exhibitions, and often put in a message about your mission to help educate the user on you.The second email is an engage email where we ask the person to complete a small task. We usually ask for them to either like your organization on Facebook or fill out a brief survey. This is what we call a “soft ask,” some thing that is little, that doesn’t have a monetary pledge behind it for the user.The third email is the ask email, where we ask them to join as a member. We have seen great results with this method because the second email, “the soft ask” chips away at the barrier people have to joining as a member, making them more likely to join when we ask in email three.
- Tiffany:
- Anthony:Thank you for coming to learn more about this ever changing medium.Questions?