arizona state university...campaign execution reputation management search search engine marketing...
TRANSCRIPT
Arizona State UniversityWebCamp Presentation
Agency overview
65 people
33 years in business
Full service offerings– Strategy– Creative– Media– Interactive– Public relations– Multicultural
2 CONFIDENTIAL
Making Arizona a better place to live and work
3 CONFIDENTIAL
Our leadership in the community
4 CONFIDENTIAL
STRATEGY & PLANNING
Brand Strategy | Business InnovationCustomer Acquisition StrategyName Creation | Positioning
Research | Target Audience SegmentationSales Continuum | Strategic Planning
TECHNOLOGYApplication Development
Web Site DevelopmentMobile App Development
Content Management SystemsMulti-location Microsite Platform
eCommerce | Marketing AutomationLoyalty Systems | CRM
MEDIATarget Market Research
Media PlanningMedia BuyingStewardship
Guerilla MarketingInteractive Media
CREATIVEBrand Development
Campaign DevelopmentConcepting and Ideation
SOCIALContent Strategy | Influencer Outreach
Community ManagementCommunity Growth | Paid Amplification
Listening and EscalationCampaign Execution
Reputation Management
SEARCHSearch Engine Marketing (PPC)
Search Engine OptimizationLocal Search Optimization
Visibility Impact IndexReputation Management
DESIGN/UXCorporate Identity | Product Design
Packaging | Graphic DesignSignage/Outdoor | Marketing Collateral
Presentations | Web Site DesignConversion Rate Optimization
Email Marketing | User Experience DesignUsability Testing
PUBLIC RELATIONSConsulting | Media Relations
Crisis Management | Special EventsInternal Communications
Strategic Planning | Community RelationsSocial Media Outreach
PROGRAMMATICAgency Trading Desk
Data ManagementCross Channel, Cross Device
Behavioral TargetingCRM Targeting
Retargeting
CONTENTContent Strategy | Content Amplification
Social Content | InfographicsThought Leadership | White Papers
Video and Motion GraphicsVideo Production | Audio Production
MULTICULTURALMulticultural Strategy
Ethnic InsightsCreative
Brand ManagementMedia Management
ANALYTICSCampaign Analytics and ROI
Attribution ModelingCustom Dashboards
Our education experience
Projects have included:
Building awareness and preference
Increasing volume of qualified student enrollment
Advocating for education funding and support
Enhancing the image of the institution
Crisis management
6 CONFIDENTIAL
Media planning and buying expertise
Media planning approach & process
TargetAnalysis
2
Behaviorally-defined
Media Usage
Primary vs. secondary
Opportunities
Industry & Competitive
Analysis
1
Spending
Media Mix
Creative
Positioning
Goals
Reach vs. frequency
Established minimums & maximums
3
Geography
4
Media Environment
Current business & future opportunities
Competitive pressure
Flighting, key periods, continuity
Seasonality
5
Priorities for cuts or increases
Contingency Planning
6
8
Message or campaign overlap
Build media plan
Business and sales data for media selection
Approvals
PlanDevelopment
7
CONFIDENTIAL
Our holistic approach to interactive media
Brand actionable
Performance
Attribution
Verification
Advanced analytics
Reporting
9 CONFIDENTIAL
Build brand while driving resultsUpper-funnel tactics for demand creation with direct response “like” performance
Search Attribution
Direct Response
Brand Building
Capitalize on existing demand
Generate new demand
10 CONFIDENTIAL
Track visits created by ads in addition to clicks
90% don’t click but visit the site later
1:00 pm checks social sites, email etc.
5:30 pm goes home for dinnerTrack
engagement
Ad Server
9:00 am sees ad online
8:30 pm visits advertiser’s site
Track engagement
11 CONFIDENTIAL
Gain digital media efficiencies with advanced attribution
+ + + + =
Last Touch
Multi-touch
ROSTER10%
ORIGINATOR40%
ASSIST30%
CONVERTER20%
12 CONFIDENTIAL
Multi-touch attribution focuses interactive media spend on tactics originating intent
Multi-touch Attribution Last Touch Attribution
Originator Roster Assist Converter Actions Actions Variance
Desktop Display 38 12 33 72 154 111 39%
Retargeting 5 15 48 55 124 236 -48%
Mobile 3 1 6 15 26 0 -
Video Pre-Roll * 9 6 16 19 50 19 165%
Paid Search 3 0 1 11 15 62 -76%
External 8 3 20 29 60 32 87%
Paid Media Total 66 37 124 202 429 460 -7%
Organic 176 11 30 2,196 24,13 1,988 21%
Grand Total 242 48 154 2,398 2,842 2,448 16%
13 CONFIDENTIAL
Search marketing (PPC) approach
Separate branded terms to understand true CPA
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$
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BRANDED TERMS
Health Education
Physical Education
Scientific Education
University
Leadership
Business
14 CONFIDENTIAL
Search marketing (PPC) approach
Leverage attribution to understand and credit search for its role in path to purchase
CONFIDENTIAL15
Cross-device, cross-channel
16 CONFIDENTIAL
Latest trends in search engine optimization
Google in 2000
18
Google in 2009
Source: iCrossing 200919
Google in 2012
Source: Wordstream 2012 data for consumer products shows 45% of clicks going to the top three paid ads.20
Google in 2016
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Google in 2016
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Google in 2016
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Google is integrating video and images
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Google is showing direct answers to questions
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Google is showing other similar questions
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Google showing step-by-step instructions
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Google tells prospective students how to apply!
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Implications of direct answers and rich snippets
Improved usability for searchers
Answers coming from other sources, not just your Web site
Visitors stay on Google.com which means– More money for Google– Less visits to your Web site
Ideally, higher quality of visitor and improved conversion rates
29
Google increasing the width of search results by 17%
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55-65 characters are now best practice for title tags
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Title and meta descriptions can increase CTR by 20%
Siege Media reports a 20% or better improvement to CTR when:
– Low price is referenced– Freshness reference– Volume reference– Speed reference– Brand reference
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Meta descriptions entice searchers to click
Best practice length between 135 to 160 characters
Some results are showing 250+
Descriptions should include a call-to-action and describe the content or context of the page
Google will break descriptions with three dots … and at whole words
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Use image ALT text to describe images
Necessary for WCAG 2.0 compliance (accessibility)
Helps search engines “see” the content
The file name describes context; optimizing the file name appropriately is best practice too!
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Image ALT text part of carousel algorithm
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Leverage schema / rich snippets / microdata to make your content more descriptive to search engines Reference: schema.org
All types of elements like: – Address– Location– Images– Dates– Ratings– Events
36
Long form content receives more engagement(1,000+ words)
Lists and videos achieve much higher shares on average than other content types
Deep research or opinion-forming content had the most shares and links
Content formats matter: video and quizzes are more likely to be shared than linked
37
Identifying gaps to create new content
Use research reports like “E-Expectations of College-Bound Juniors & Seniors”
38
Use Google Trends for ideas and related searches
39
Use rising terms to stay current with trends
40
Key takeaways
Google is focused on monetization– More ads, more answers, more time on Google.com
Ideally you will end up with better quality visitors interested in content and next steps
Expand titles and meta descriptions and make them valuable
Video and images are important content, make them accessible and relevant
Leverage schema / rich snippets / microdata to provide answers
Expand content leveraging research and Google Trends to grow traffic
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Resources
July 21, 6 PM Hilton Scottsdale Resort
42
Discussion