an introduction to digital marketing

An Introduction To Digital Marketing

Proprietary and Confidential 2

Who Am I?

Richard Briddock: Media Director

As the Media Director, Rich leads Cardinal’s SEM practice, which includes oversight of the search, display, analytics and reporting disciplines. He also serves as the strategic advisor for all of Cardinal’s top SEM clients.

Richard’s digital marketing experience includes working on multi-million dollar media accounts for a number of fortune 500 companies including Verizon, H&R Block and Equifax. He is a specialist in holistic SEM strategy, paid search optimization, mobile optimization, conversion and analytics and is always looking to develop innovative approaches to improve client performance.

A Changing Market



The New Path To A Sale


Traditional Advertising On The Decline

PRINT ADVERTISING REVENUE ↓62% IN THE LAST 10 YEARS

RADIO ADVERTISING SPEND FELL BY 2% FROM 2010 TO 2013


Digital Advertising Growing Exponentially

ONLINE ADVERTISING REVENUE

↑ 36% IN THE LAST 2 YEARS

ONLINE AD SPEND ESTIMATED TO DOUBLE FROM

2011-2016



83% OF PEOPLE IN THE US HAVE PURCHASED SOMETHING ONLINE WHILE AN EVEN HIGHER %

HAVE RESEARCHED A PRODUCT.



SALES ON MOBILE DEVICES WILL ↑ FROM 15% TO 25% BY 2017

B2B Advertising


1.3 Million Businesses Currently Advertise on Google


B2B Advertising: The Challenge

Generating high-quality leads is by far the number one challenge for B2B marketers (61%).


B2B Advertising: The Solution

The most effective lead generation tactic used by B2B marketers is the company website followed by

email marketing and SEO/PPC (digital marketing).


B2B Advertising

Lead generation budgets are going up for about 50% of B2B marketers. Budgets will stay flat for 44%. Only a small number of marketers (7%) expect lead generation

budgets to shrink.


B2B Advertising

3 Main differentiators of B2B


B2B Advertising

1. Your B2B buyer could be one of many people from various departments at a company.


B2B Advertising

2. B2B buyers tend to do a lot of comparison shopping.


B2B Advertising

3. The sales cycle is generally longer in B2B.

Paid Search



Paid Search: Understanding Interactions On The Purchase Funnel

Customer Purchase Funnel

Display

Paid Search

Remarketing/RLSA


Paid Search: The Value Proposition

Reach Real-time distribution at massive scale

Relevance Your ad is seen only by customers who are looking for what you have to offer

ROI Pay-per-click model ensure that you are paying for qualified leads


Paid Search: The Value Proposition


Paid Search: How It Works

1. Advertiser bids on a keyword related to their business

2. User searches with that keyword on Google

3. Advertiser’s ad appears above a list of search results454. User clicks on the ad and goes to the advertiser’s website

5. Advertiser pays Google for click based on bid


Paid Search: Where Do Your Ads Show?



Ads show across multiple devices



The Anatomy of the SERP


Paid Search: Relevancy Matters


Paid Search: Targeting Options


Paid Search: Your Goals

Your Goal is Simple: Convert Site Visitors


Paid Search: Multiple Touch Points

One visit is not enough, especially in B2B


Paid Search: Remarketing

Remarketing Gives You That Second Chance- Stay top of mind throughout the sales cycle- Bring past visitors back to your site to convert

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Paid Search: Remarketing Helps Close The Lead

Re-engage Interested Users with Display

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Paid Search: Remarketing Helps Close The Lead

3 Advantages of Remarketing

Display


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Display: The Other 79%

Search is important, but is only part of the story

Use highly-targeted Display to reach your customers when they aren’t searching.

79%of time online is spent outside search

21%of time online is spent searching

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Display: Multiple Interactions Are Needed

Multiple interactions needed before converting

78%

of mobile phone shoppers use 4 digital sources before making a purchase

80%

of people don’t know where they want to go before booking a trip 70%

is the average number of sources shoppers consult before making a purchase

10.4

of luxury buyers do online research before making a purchase*

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Display: Tactical Mix

Focusing on performance

Note: these positioning are indicative and can change according to the optimisation and campaign set up

PlacementDemographics

Awareness

Similar AudiencesKeyword Contextual Targeting

Affinity Segments

SNDS/DSK

In-Market

Dynamic & Static Remarketing

Topic Targeting

Exp

ecte

d C

PA

Influence consideration

Drive sales

Business Awareness


Advocacy Gmail Sponsored PromotionsAll steps of the funnel

SNDS/DSK


Drive sales

Business Awareness


Advocacy

SNDS and DSK - the power of Contextual targeting.

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A simple new way to reach more customers at the moments that matter

Reach more customersReach 15% more potential customers at a CPA similar to Search

Easy SetupBuilt for search advertisers, you manage the campaign the same way as a search-only campaign

New signals select only the best places to show your ads Improved signals predict where your ads are likely to perform best

How it WorksExpands an advertiser’s search keywords to target the Google Display Network allowing advertisers to achieve incremental volume while maintaining on average the same performance.

Search Network with Display Select

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Display Select Keywords is the ideal Display “gateway” product for Search-only advertisers who are heavily CPA focused who want a dedicated Display budget.

Contextual relevanceFull contextual relevance to the page the user is browsing*

Selective targetingOnly shows your ads on pages with a high likelihood of driving conversions

* As opposed to contextual relevance to the users past browsing

Control & PredictabilityEffectively manage your bids and placements to fit the value you get from your ads

Keep in Mind:● Expect volume around 10-15% of potential KCT when running on this product● Easy Set Up / Opt In - Just use Search keywords, bids and creatives● Dedicated budget and dedicated ad creatives are the main difference with an SNDS

campaign

Display Select Keywords

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Display Select Keywords: Key Benefits

Our Selective Contextual Matching matches your keywords to a subset of highly relevant pages that have been earmarked as "high intent". We use common search keywords that led users to the page, page visitor analysis, ad clicks, and conversions.

Highly Relevant Targeting

Efficient PerformanceBefore making the match, our predictive conversion models calculate the likelihood the visitor will convert, and only complete the match if we believe there is a high likelihood of conversion.

Enhanced Control & PredictabilityTighter contextual match between keyword and page makes optimization of bids and placements more predictable. So you can effectively manage your bids and placements to fit the value you get from your ads

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Drive sales

Business Awareness


Advocacy

Similar Audiences

Similar Audiences

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SeedRemarketing lists

Find new audiences similar to your best website visitors

Similar Audiencesuses the same cookie as Remarketing to find new users

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Free to useScale Simplicity Performance

Find new audiences similar to your best website visitors

By using Similar Audiences in conjunction with Remarketing, advertisers typically see the

following uplift*:

Impressions Clicks Conversions

+ 41%

+ 48%

+ 60%

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Drive sales

Business Awareness


Advocacy

In-Market audiences

In-Market audiences

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Highly qualified users● Drive higher consideration among people actively researching and

intending to buy products and services you offer

● Next generation of audience targeting for performance advertisers


Drive sales

Business Awareness


Advocacy

Introduction to In-Market audiences

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Log into email

Log into social network

Check back into email to share reviews with

spouse

Email friend about car reviews

Car safety site for electric cars

Visit blog discussingelectric cars

Revisit manufacturer site to read pricing

options

Visitssite to see options

for car financing

Click ad for hybrid to see interior on manufacturer site

Consumer research

Product or service listings

Content with strong conversion history to

related segment

Recency and frequency of

visits

Views and clicks on related ads

Watch Video

Intent-based signals to spot In-market customers

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https://www.youtube.com/watch?v=VuNysvNGCUQ

https://www.youtube.com/watch?v=VuNysvNGCUQ

Real Time

• Always relevant with cookies updated real time

• Lookout window customized to different verticals with varied conversion cycles e.g. Auto vs. Consumer Electronics

Reach intenders,

not interest• Algorithm identifies “intent” vs. “interest”

• Frequency / duration of visits

• Dedicated linguist team categorizes page types that indicate intent

Scale

• 94% of internet users

• Global reach: Over 200M in-market users weekly in the US or 800M globally

• 300B+ impressions per day

Transparency& Control

• Full transparency and control to adjust bids, budget, creatives and sites based on campaign performance

• Learn about what segments your audience falls into through Google Analytics Audience reporting

Key benefits from In-Market

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Drive sales

Business Awareness


Advocacy

Keyword Contextual Targeting

KCT - capture customers for more conversions

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Keyword Targeting uses the keywords you’ve chosen to match ads with users who have visited contextually relevant content

Extended Keyword Match (how it works)

The “Extended keyword match” segment means the placement was relevant to the keywords you chose and related factors, such as the content of the web pages a person seeing your ad has recently browsed.

Keyword Contextual Match

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Gmail Sponsored Promotions

Gmail Sponsored Promotions All steps of the funnel

according to targeting and creative.


Drive sales

Business Awareness


Advocacy

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Teaser

Best In Class Creative Example: Standard HTML

Expanded Ad

Why this works:Perks (free delivery, $10 credit) highlighted in teaser and expanded ad

Colorful image in line with brand

Clear CTA

Clear step-by-step instructions to illustrate visually how the product works

1

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1

2

3

2

3

4

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Gmail Sponsored Promotions - Create and Capture Demand

Capture Demand

Create Demand

How to Reach Campaign Tips

Exclude advertiser domain. Use demographic, interest, keyword, job, and/or product purchase targeting. Try targeting similar and/or complementary domains to reach potential customers

● Include a special offer or discount to create a sense of value and urgency for the user

● Design for your audience: Create ads for a target audience with custom imagery, messaging and offers

Use domain targeting to reach users you already have a relationship with

● Offer something: Give customers a reason to come back/buy and set offer apart in the inbox

● Upsell or cross-sell: Consider complementary purchases or upgrades

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GSP Targeting Options

Age / Gender

User interest verticals Job

Geo / Language

Domain Device

Keyword Product purchase

Gmail Sponsored Promotions are designed to reach users -- not cookies, not emails, not placements. Unique targeting makes it possible optimize for a

specific audience

Available targeting:

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Measurement


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Measurement: Measurement Is The Key To Success

Measurement Options

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Measurement: Measurement Is The Key To Success

Types of conversions we can track

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Next Steps

Why paid is important


Questions & Answers

Cardinal Web Solutions is a creative group of marketing professionals skilled at leveraging traditional and innovative mediums empowering small to medium-sized businesses and national brands. We focus on driving your profits through improved search results rankings, increased website traffic, social media orchestration, and other interactive marketing techniques.

Credibility from…

About Cardinal Web Solutions

Top Interactive Marketing Agency



Cardinal Has Done Work For

How well is your strategy working?

To download today’s presentation as well as receive a Complimentary

Needs Analysis- www.cardinalwebsolutions.com/apex

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an introduction to digital marketing

Marketing

confidential 11b2b advertising

b2b marketers

traditional advertising

yearsradio advertising

b2b buyers

paid search optimization

seoppc digital marketing

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