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Digital marketing0marketing (n) - The action or business of promoting and selling products or services11

Hard22320062009201243 Mos.35 Mos.23 Mos.Average CMO Tenure345

6Amazing facts and shocking statistics7The commercial internet is twenty years old88Google and Amazon have a higher market value than Disney, Comcast, and News Corp.99True or False10

>The entire Retail industryAnnual US prescription drug salesPolandThe entire NFLAll of the above

10Google owns 66% of Search and 16% of Display 1111Globally there are 2.3 Billion people connected to the Internet121213

Digital Evolution = Life Evolution

Display 1415$40 Billion spent on Display Ads in 2012

37% by 2014 combined display market share of Google and facebook

Evolution of Ad Formats16

Align with Branded Entertainment 17

Branding Vs. Direct Response18

Video Advertising19

Video Samples20

Pre-Roll UnitsWeb Content and Brand Channels

Right Inventory + Right Targeting = Right Customer21

AD

AD

Google Display Network22YouTube and Google SitesDoubleclick Ad ExchangePartner Sites

SitesGamesSocial MediaVideoFeedsMobile

Benefits of Exchange BuyingEfficient Scale

Decide how much to pay for each ad impressionEliminate intermediaries Auction system lowers costsBuy & optimize in real time

Targeting

Target the right ad to right user at right timeControl media placement and timing

Performance

Instant feedback loop on what media is workingIntelligent system can learn to find high value users

Insight

Transparency on media placement, performance and audienceLearn about behaviors of users coming to your site, and who is purchasing

Targeting Capabilities24Behavioral Targeting

Identify users who have interests, hobbies, purchase intent patterns, etc.

Contextual Targeting

Run on sites and pages that may be relevant to the advertiser

Prospecting

Cast a wide net to identify strongest sites, locations, times, messages

Remarketing

Target users whove visited site, but havent yet purchased

Reach users based on search activity

Deploying and Ad Exchange StrategyData Collection

Collect data from first party and third party sources to develop profiles and targets of the ideal audience segments

Optimization and Insight

Develop insight, refine and optimize efforts on an ongoing basis to find the optimal mix of ad, audience, and context

Programmatic Buying

Target these data profiles through real-time bidded inventory where we can cherry-pick ad impressions and price them according to predicted return

Real-Time Bidding in ActionAllows you to optimize based on where user is in the funnelQuantityPrice$0.97 eCPMHHI below 50K$0.51 eCPMHome Page Visit$2.15 eCPMLook-alike cookie$3.46 eCPMHigh Value Targus Segment$4.61 eCPMBrand Loyalist26Search engine marketing2728$23 Billion spent in Search in 2012

400 Million The amount of searches Google gets everysday

Where do People Click?

30% of Clicks 70% of Clicks* Enquiro - 20102929Search is No Longer 10 Blue Links30

Paid SearchShopping

Organic Search

VideoPaid vs. Organic Search DifferencesImmediate ImpactControl of MessageCan Target More KeywordsEasy to Test & LearnHigher out-of-pocket costPerformance-based PricingLong Term ResultsRequires ImplementationLess on/off flexibilityFocus on content & site architectureExtremely cost-efficientProject-based PricingSEM / Paid Search / PPCVs.Vs.Vs.Vs.Vs.Vs.SEO / Organic SearchPAID SEARCH32Search Campaign Structure33Campaign DevelopmentBid OptimizationLanding PagesCopy OptimizationKeyword SelectionKeyword grouping strategyIdentify growth opportunityGroup sections & content to establish organic themesLeverage technologyto maximize efficiencyTest different bid positionsAdjust strategy by day-part, geography, etcLanding page creation and alignmentMultivariate testingEnsure the right page is ranking based on a user query

Align copy to keywordsOngoing testing and qualifying of offers to filter out bad clicksEdit or create new content to focus on conversions

Selecting target KWs based on goalsKeyword SelectionCast a wide net and optimize backDont use marketing languagePeople dont search the way you want them toDiabetes Recipes vs. Diabetic Recipes34

digital camerasbest digital camera

buy [brand name][brand name]SLR camerasbroadspecificCampaign DevelopmentGrouping KWs into like categories allows for several advantages:Effectively manage budgetIsolate performance and set goals differentlyIdentify areas of opportunityTarget differently

35$100 Daily BudgetComcastComcast CableCable and InternetBuy Cable$100 Daily BudgetBrand TermsCable TermsBundle TermsNon-Brand TermsCopy OptimizationAlign with perceived keyword search intent and should contain a call to action

36

Internet KeywordsBundle Keywords

Broad KeywordsLanding PagesDelivering an experience based on your search query37

Bid Optimization Tools allow you to automatically manage KWs based on KPIs38

Google Ad Formats39

Organic SEARCH40Search Campaign Structure41Keywords & ContentUniversal Search and Social MediaLink PopularityKeyword SelectionSmaller group of KWs based on site content

Sharable contentAssets such as videos, shopping & news feeds, and social media pagesAre high quality sites linking to your website?

Is Website coding Search Engine friendly?Technical Architecture42

What users seeWhat search engine spiders seeKeywords and ContentFresh, unique, up-to-date content

Page content length of 800 to 1,000 words

Use important keywords throughout entire page and focus on one theme

Within the content use links to related pages, if applicable; this will allow search engines to determine the relevancy of the target page43

Keywords and Content Meta DataPage Title Each Page is uniqueDescription Tag Describes your site

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Diabetes ComplicationsDiabetes TreatmentDiabetes SymptomsSite bSite CSite AHigh-Ranking Sitesacne medicationLink popularity: The number of sites that link to a particular site. Many search engines use link popularity as a factor in determining the search engine ranking of a website.

Link building: The process of creating inbound links to ones website.This can be done with links from relevant sites, blogs, forums, newsletters, press releases, and directories.

Link PopularitySo-Lo-Mo 46471 in 5 searches are done on a mobile device

40% - Projected search traffic Google with get on a mobile and Desktop

Mobile Shipments48

Source: Mary Meeker Top Mobile Internet Trends, 2/10/11TabletsSmartphonesNotebook PCDesktop PC(since Q4 10)48Mobile Users to Exceed Desktop49

Global InternetUsers(MM)Screens are Complimentary50

DayEveningMorningNightHourly Distribution of Searches by Platform(doesnt reflect absolute traffic volume)Even If You Dont Build ItThey Will Come51Apps vs. Mobile WebMobile AppsReach Customers Offline

Use all device capabilities

Media Rich Experience

Mobile WebSimple to find

Increased market share

Easier to maintain

52Building a proper mobile site79% of large advertisers do not have mobile optimized websites

Keep The Layout Simple

Design For Thumbs, Not Mice

Use Uniquely Mobile Features

Make It Easy To Convert

53Mobile Search Click-to-CallGoogle click-to-call advertisers saw an average 5-30% increase in CTRs 54

Mobile Display55Display ads

Video Display Ads

Drive to Mobile Site

Create Loyalty with Apps56

Drive App Download57

Local Mobile Targeting58

Local596074% of searches have a local intentLocal Integration EverywhereConsumers are using search to find local businesses60% of consumers begin their search for local businesses online33% of all search queries yield local results82% of people using local search sites follow-up with an offline action

Local business results are everywhereOrganic Search ResultsPaid Search ResultsInternet DirectoriesSmart Phones & Mobile DevicesOnline 411 Directory ServicesNavigation Systems

61

Paid Search Integration 62

Google Places63

Organic Search64

Map Integration65

Beyond Local Search66

Social67681/7 of the worlds population is on facebook

25 Minutes Amount of time Americans spend on social media everyday

69

Social Influence on Search70

=SearchEngineRankingsSocial is About More Than Sharing71TransparencyCustomer ServiceSalesFocus GroupsPersonalization72What Do You Know and What Will You Show73

Searched GoogleConnection SpeedWatched a VideoVisit NumberShared with FriendsGenderTargus Lifestyle Segment74?75Analytical Use CasesPersona IdentificationAttribution AnalysisAudience AnalyticsFull Funnel AnalysisCross-Channel AnalysisSegment EnrichmentImproved Media BuysOperational Use CasesRecognize, Target & Optimize

Dynamic Landing PagesSite/Banner OptimizationTargeted Media BuyingSearch Intent RetargetingSocial Media TargetingCross-ChannelData Management Platform

Data Management,Tag Management,Segmentation, and Application Services

Real-time DataAnalyticalData76

Testing & Measurement77Cast of Characters78

What are you measuring?SalesTrafficVisitorsPage ViewsConversionsAOVCPABounce RateReferral SourceExit traffic

79KW RankingCPCEmail sign upReturn visitsAbandonment rateProduct mixDays / Visits to purchaseEngagement

A/B Testing80

Multivariable Testing81

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Digital Evolution = Goal Evolution

Measuring Beyond the Click83

Making the Boss Care84

Dont talk aboutBounce RateSite CopyCTR / CPC / Imps / RankingsTrafficCoolMaking the Boss Care85IllustrateMissed revenue opportunitiesDelivering the ExperienceConversion / Sales / LTVEngaging your AudienceActionable InsightsSales

86Dont let your inability to measure everything stop you from optimizing the experiences87

Youve read lots of books, Ive lived lots of life Thanks!88Chart138011205501210725135099014001150145013501480150016001750165019801700

Mobile Internet UsersDesktop Internet Users

Sheet1Mobile Internet UsersDesktop Internet UsersSeries 3200738011202200855012102200972513503201099014005201111501450201213501480201315001600201417501650201519801700