This is a bespoke digital skills workshop I prepared for Concern Charity Worldwide. It covers paid search (PPC), search engine optimisation (SEO), display advertising, google analytics, and other insights for driving an insight led content strategy.

1. Concern Digital
Skills Training
2nd September 2015
Vanessa Vallejo

2. Vanessa Vallejo
• 1 year Marketing Solutions LinkedIn
• 6 years digital agency – PPC, SEO, Analytics
Twitter @vanvallejo
LinkedIn ie.linkedin.com/in/vvallejo

3. Agenda 10:00 – 13:00
1 Search Engine Marketing
2 Display Advertising
3 Content Marketing Best Practice
4 Integrating Digital and Traditional Media

4. Search Engine Marketing

5. What is Search Engine Marketing?
SEM is the practice of increasing the quality and quantity of visitor traffic from search
engines like Google, Bing and Yahoo
Search Engine Marketing
SEM
Paid Search
PPC
Organic Search
SEO

6. Search is King, Google is Search
Google
95%
Bing
2%
Yahoo
2%
Ask
1%Site Monthly
Uniques (000s)
Google.ie 2,345
Facebook 1,745
YouTube 1,447
Google.com 1,424
RTE 1,245
Yahoo.com 1,163
Yahoo.co.uk 941
Wikipedia 932
MSN.ie 907
Live.com 776
Source: Comscore

7. The Search Engine Results Page
Search Query Box
Donors enter search query here
Top Paid Results (PPC)
For popular searches, top paid ads may
appear in positions 1-3 above organic
results
Side Paid Results (PPC)
For most search results there will only
be a side bar with paid listings
Natural Listings (SEO)
Results for web pages indexed and
ranked are displayed below the search
query box and top paid listings

8. Paid Advertising – PPC
Organic Listings – SEO
Search Marketing Myths
Myth #1
Advertising on paid
search can improve
my organic
rankings
Myth #2
The number of
clicks on a website
will increase my
ranking

9. Paid Search Ranking Factors
PPC Ranking based on Quality Score
• Campaign history
• Keyword bid
• Click through rate
• Keyword relevance to ad and
landing page
• Better suited to short term
20 - 30%
Clicks

10. Organic Search Ranking
SEO Ranking based on 300+ Factors
• Page relevance to search query
• Site architecture
• Domain age
• Authority (inbound links)
• Social signals (likes, +1s)
• Better suited to long-term strategy
70 - 80%
Clicks

11. Mobile Search is Usually Local
50% of all mobile
queries having
local intent
As a result, 70% of
all mobile searches
convert within 1 hour
PPC on mobile
takes up 100% of
real estate
(2-3 ads per
search)

12. 4 Key Benefits of Paid Search
1. Reach: donors are searching for info on your site, and
reach is high
2. Measurability: PPC is 100% measurable, easy to amend
and easy to control
3. Impressions are free: you only pay when someone clicks
with the intention of going to your website
4. Visibility: PPC can stand in where it is difficult to get
organic visibility

13. Bad PPC Targeting

14. Good PPC Targeting

15. Question 1
If your website has good organic rankings, why might
you consider paid search?
a) Organic rankings don’t perform as well, so it’s best to
concentrate on Adwords
b) If you are listed in both you will generate incremental
traffic
c) Your organic rankings will further improve if you are
using Adwords

16. Quality score is Google’s algorithm for
the Adwords auction.
It impacts directly on cost and ad
position.
A good quality score (6 or above) will improve your ad position
& decrease your cost per click.

17. 1. Keyword
relevance to
search query
2. Ad
relevance to
search query
3. Click through rate
4. Landing
Page
Relevance
5. Historical
Performance
6. Ad
extensions
Quality Score is Influenced By 6 Variables

18. Photo by Rajiv Patel on Flickr

19. The Digital
Landscape in
Ireland

20. 3.9 million Irish are online
Total adult Ireland population of 4.6 million
Source: Ireland’s Digital Future - UPC & Amarach Research – 2014
Consumers spent €5.9 Billion online in 2014

21. Irish Digital Adspend 2014
€263m
Source: IAB and PWC H1 2014, total digital in 2013 = €197
Search €137m
Display €99m32% of all advertising
(€800m non-digital)

22. What’s driving online adspend?
Audience
85% of all Irish have access to mobile digital services – up from
79% in 2014.
Tablet ownership has
almost doubled in the
last 12 months from 25%
to 41%
87% multi-task on
other media while on their
smartphone
Source: eircom eHSS 2014, IAB 2014, Our Mobile Planet 2013 (Google)

23. 15.4
14.6
13.5
5.5
3.7
TV
RADIO
ONLINE
NEWSPAPER
MAGAZINES
Time Online Fast Approaching TV & Radio
Source: Red C 2014 – Irish Adults, hours spent per week

24. Time Spent Across Media
Source: RedC, Decoding Digital Trends in Ireland
Adults: 13.5 hours per week
18-24: 11–20 hours per week

26. 1,600,000
Visiting Daily
Online - The New Mainstream
1,080,000
Final Episode
1,430,000
At Peak
Source: Nielsen/Facebook

27. Social Media Uptake
Source: Social Bakers, Our Mobile Planet (Google)
86% of smartphone users visit social networks via mobile, 60% at least once per day
Total Facebook users: 3.1m
Penetration of population: 64%
Total Facebook users: 1.4m
Penetration of population: 29%

28. Benefits of Display Advertising
Measurability. Ad servers enable reporting on campaigns (page impressions,
clicks, and CTR) across mobile, desktop and tablet.
Relevancy. Customise ads – target based on user profile, page content, etc.
Data Capture. Display can be used to help companies build information about their
target audience (age/demographic, emails, interests) for future campaigns.
Low risk. Display advertising has a low barrier to entry so you can run a test
campaign with very little risk, and drive an immediate action (i.e. purchase)

29. Display
Terminology

30. Display Terminology
Click
Records any time an ad is clicked on.
Impression (Impr)
An impressions is registered when an ad is displayed online. In bulk, impressions are
often to as inventory.
Click Through Rate (CTR)
Proportion of people who clicked on an ad after seeing it, expressed as a percentage.
Formula. 100 impressions and 10 clicks = 10% CTR. Click through rates in display are
influenced by creative, placement, and ad format.
*A good CTR for display can range from 0.06%+, and can increase or decrease depending on format.

31. Cost per Mille/Thousand = CPM
With some campaigns, you can choose to pay for views of your ad rather than clicks. The maximum
CPM is the most that you’re willing to pay for each thousand impressions or views of your ad.
Home Page Takeover = HPTO
A high impact online ad format good at generating cut-through at campaign launch.
Post view conversion
A conversion generated from a user who sees a banner ad, does not click but later takes an action on
the advertisers website.
Display Terminology

32. Ad exchange
A tool that connects advertisers and publishers to faciliate buying of display inventory in real time via
auctions that take place in the milliseconds before a page loads. Buying and selling display via an ad
exchange allows advertisers to buy the exact audience they want, whilst enabling publishers to sell
inventory more efficiently.
Real Time Bidding = RTB
Allows display inventory to be purchased by the individual impression in an auction environment where
different marketers can bid to show a different ad to a specific user based on data about that user
which increases the efficiency and relevance of advertising.
Rich Media Ads
Ads with which users can interact as opposed to solely animation. Due to their interactive nature, they
are more expensive to create but tend to work very well for branding (e.g. they can expand, float, or
take over a page.)
Display Terminology

33. Time for a
Pop Quiz!

34. Display Advertising

35. Two Types of Online Activity
Direct Response
Engagement
Brand reappraisal
Act now
Generate
Leads &
Sales
Build
emotional
connection
and
consideration
Rich media formats
Takeovers
VoD
Sponsorship
Advertorials
Mobile
Standard formats
Ad Networks
Low cost/ high reach
sites
Search

36. Rich
Media
• High impact/engaging
formats
• Longer production/
trafficking lead times
• Higher
production/media costs
• Higher click-thru rates
• Not accepted on all
sites
• Size: over 40kb (higher
ad-serving costs)
Standard
Flash
• Shorter production /
trafficking lead times
• Lower click-thru rates
• Lower media costs
• Size: under 40K
• Flash advertising will
no longer be supported
due to non-mobile
friendliness
• Going forward, flash
ads will show in a static
state with a large play
button over the
creative.
HTML 5
• 1 creative for mobile,
table and desktop
• Larger filesize
(~100kb)
• From Sept, Chrome
browsers will no longer
accept Flash creative
unless users are opted
in
Formats: Rich vs Standard Display

37. Buying Models
CPT CPM = €X per 1000 ad impressions
Ad will be displayed 1000 times
Does not mean 1,000 people viewed ad
Unit Cost CPC = €X per click to advertiser’s
website
Usually applies to search/Facebook
CPA = €X per action/acquisition
Limited availability

38. CPM, CPC, CPA?
Benefits Drawbacks
CPM
CPC
CPA
High quality inventory, controlled
adserving costs
Guaranteed traffic to website,
low CPCs
Guaranteed low cost acquisitions
No guaranteed traffic
Low quality inventory,
unpredictable & high adserving
costs
Unpredictable adserving costs,
small no. suppliers, supplier
tracking on client site

39. Standard Campaign Targeting
By Channel
E.g. Property section of the Irish Times, travel
section of Boards.ie
Day-Part
Targeting
Ads run at specific times of the day, e.g.
Domino’s pizza run lunchtime and evenings
Geo Targeting Ads run in specified countries/counties only
Domino’s franchise
Age and
Gender
Facebook and social media sites where user
information has been readily imparted

40. Contextual
The content of an ad correlates to the content
of the web page the user is viewing

41. Behavioural
Past behaviour determines what ads you see in the
future. A user’s internet behaviour is monitored and they
are served ads based on their online behaviour.

42. Retargeting
Target donors who visited your site but did not convert.
Keep these users in the sales funnel by remarketing to
them.

43. Real Time Bidding
(RTB)

44. OLD NEW

45. Audience Buying Focuses on the User
Example target: Males 40+ in market for car insurance
Business Section of a
Major Newspaper
Website
User reads content
Reached my user based
upon what site they’re on
and content their viewing
Buy data segment with users
who’ve searched for car
insurance in the past 14 days
User is reading an article on
Ireland’s 6 nations win
Qualified user is reached and
clicks car insurance ad to get
a quote
Traditional Digital Tactic Audience Buying Tactic

46. Shift to Programmatic Audience Buying
Advanced buying technology offered increased media efficiencies
2008 20122010
Contextual Environments

47. What’s So Different About RTB?
Pricing is fixed
and based on
panel data from
Nielsen and
ComScore &
impressions are
bought in bulk
Buyers have a
relationship
with individual
publishers
Negotiation,
execution,
optimisation is
primarily
manual
Reporting pulled
from multiple
systems, 3rd
parties and there
can be billing
discrepancies
Cookie Based
(data) with
pricing at
impression
level. Data is
fast moving.
Campaign
goals
established
and data is
used as proxy
to build
audiences
Bidding
strategy is
created to set
a max bid an
advertiser is
willing to pay
for an
audience
Optimisations
are automated
Manual/
Traditional
Digital
Buying
RTB
Audience
Buying

48. Search vs. Display
Display
Network
Search
Network
Better for Branding
Need Reach? Bid by CPM to increase
impressions and drive awareness
*On display, you can also bid on a cost per
click basis
Better for Direct Response
Need Traffic? Bid on a cost per click basis
Need Sales? Bid on a CPA basis, i.e. automate
bidding to drive conversions

49. Display Benchmarks
Source Google: http://www.richmediagallery.com/tools/benchmarks

50. Improve Page Speed to 85 or Higher to
Increase Online Revenue
Tips for improving page speed saved in the following report: http://bit.ly/1NGTXec

51. Photo by Rajiv Patel on Flickr

52. Insight Led Content Marketing

53. Know Your Audience

54. Use Internal Site Search to Generate
Content Ideas
Source: Google Analytics > Behaviour > Site Search > Search Terms
Stats covered for data protection

55. Learn From Facebook Page Insights
high engagement = greater reach
Source: Facebook Page > Behaviour > Site Search > Search Terms

56. Understand What Drives Engagement
Empowering Women
Nutrition
Breastfeeding
Strong branded visual from
the field

57. Focus on Topics Where You Can
Differentiate
Oxfam Trocaire
Unicef

58. Learn From Engagement On Site
Source: Google Analytics > Site Content > All Pages (filter by /news)
Stats covered for data protection

59. Understand Digital ROI
Source: Google Analytics > Acquisition > All Traffic > Channels
Top unbranded keywords
Top referring sites for donations
Top keywords

60. Your Blog is the Hub of All Social
Marketing
• Content fuels social interaction, and maintaining engagement is essential for donor
retention
• On average consumers read at least 5 pieces of content before picking up the phone and
speaking to sales
• Although not directly tied to ROI, your blog is a harbinger of future revenue
• Blogs can significantly influence your search rankings. The more your social media posts
drive viewers to your blog, the stronger your blog’s search engine authority (more on this
later).
“Good content creates conversations, which lead to engagement and ultimately, conversions.”
– Jason Miller, Global Content Leader at LinkedIn

61. Optimising News for Social
1. Frame for in-feed distribution
• Pair links / photos
• Use infographics / big + small
• Invest in strong images
• Leverage videos / rich media
Consider including a bit.ly link in the headline

62. Optimising News for Social
2. Optimise for Mobile
• Write maximum of 90 characters
• Get to the point / don’t bury the hook
• Consider mobile landing page
• Use paragraph markers
Customise the description text, and include a
call to action, e.g. read on!
Headline is 173 characters

63. Optimising News for Social
3. A/B Test Your Headlines
• Write 25 Headlines / headline analyser
• Post 2 different articles to A / B test
• Analyse what works / fails
• Remember the 3:1 rule
http://www.aminstitute.com/cgi-bin/headline.cgi

64. Optimise News for SEO
with relevant keywords

65. Generates keyword and
ad group ideas
Provides search volumes
for the past 12 months
Export keywords and search volumes into
excel to start building your campaigns
Google Keyword Planner

66. Trends
Seasonality
Brand vs. Competitors
http://bit.ly/1gPRbyi
Google Trends

67. Optimise News for SEO
Page Title Tags and Metadata
• Page title tags tell users and
search engines the topic of a
particular page
• Title tags are displayed in search
engine results pages, or you can
also find page titles in the upper
left corner of your browser
• When writing a page title, be sure
to prioritise keywords from left to
right
Max Recommended length: 70 characters

68. Optimise News for SEO
Description Tags
• A compelling summary value
proposition for this page including
keywords, geolocators (if
appropriate) and may include
synonyms.
• Written to be read - important for
people as they can influence a
person’s decision to visit a website.
Like an ad for your website.
• Best practice to include both
keywords and descriptive text,
along with a call to action.
e.g. Learn more! or Become a donor today!
Max recommended length: 155 characters

69. Best Practice
• Create keyword rich title tags and headers
• Create unique page title and description
tags for every news article
• Monitor how these appear within search
engines results
Use Keywords to increase Traffic

70. Photo by Rajiv Patel on Flickr

71. Integrating
Traditional and
Digital Media

72. Integrating Print and Digital Buys
TV – Print – Mobile - PPC
Digital Hashtags #movember
Integrate hashtags into postal
marketing
TV – Print – Mobile - PPC
Test TV Ads on YouTube before
promoting them via paid media
VoD – TV - Mobile
Shazam Introduced Visual
Recognition Capabilities in May
2015
Include a CTA to search for (low
competition) search terms to drive
donors online from Google
PPC – TV - Mobile

73. Buy Cross-Media for Best Value

74. Vanessa Vallejo twitter: @vanvallejo
LinkedIn: ie.linkedin.com/in/vvallejo
Thank
You!
Daviddecastrob
on Flickr