Download - ROI of Paid Digital Media
![Page 1: ROI of Paid Digital Media](https://reader033.vdocuments.us/reader033/viewer/2022052823/5551c7f4b4c905922b8b4b15/html5/thumbnails/1.jpg)
![Page 2: ROI of Paid Digital Media](https://reader033.vdocuments.us/reader033/viewer/2022052823/5551c7f4b4c905922b8b4b15/html5/thumbnails/2.jpg)
BERGHS SCHOOL OF COMMUNICATION
INTERACTIVE COMMUNICATION!!
ROI & MÄTBARHET!!!!!!!!!!
ANTOANETA NIKOLAEVA!!
15 APRIL 2014
![Page 3: ROI of Paid Digital Media](https://reader033.vdocuments.us/reader033/viewer/2022052823/5551c7f4b4c905922b8b4b15/html5/thumbnails/3.jpg)
BERGHS SCHOOL OF COMMUNICATION
!!
THE INTERACTIVE COMMUNICATOR’S !GUIDE TO !
PAID DIGITAL MEDIA!!!!!!!!!
ANTOANETA NIKOLAEVA
![Page 4: ROI of Paid Digital Media](https://reader033.vdocuments.us/reader033/viewer/2022052823/5551c7f4b4c905922b8b4b15/html5/thumbnails/4.jpg)
Who: Antoaneta What do I do : Analyse and optimise Where: Aftonbladet Past: Outfox Consulting, DT Group !Email me : [email protected] Link me: linkedin.com/in/anikolaeva
![Page 5: ROI of Paid Digital Media](https://reader033.vdocuments.us/reader033/viewer/2022052823/5551c7f4b4c905922b8b4b15/html5/thumbnails/5.jpg)
• What can marketers do to end global poverty? !
• How to create a strategy for paid advertising? Key Concepts Planning Timing Evaluating and ROI
Agenda
![Page 6: ROI of Paid Digital Media](https://reader033.vdocuments.us/reader033/viewer/2022052823/5551c7f4b4c905922b8b4b15/html5/thumbnails/6.jpg)
Half the money I spend on advertising is
wasted; the trouble is I don't know which half.”
!John Wannamaker, father of modern advertising
“
![Page 7: ROI of Paid Digital Media](https://reader033.vdocuments.us/reader033/viewer/2022052823/5551c7f4b4c905922b8b4b15/html5/thumbnails/7.jpg)
503 000 000 000 $
![Page 8: ROI of Paid Digital Media](https://reader033.vdocuments.us/reader033/viewer/2022052823/5551c7f4b4c905922b8b4b15/html5/thumbnails/8.jpg)
503 000 000 000 $Global Ad Spent in 2013
![Page 9: ROI of Paid Digital Media](https://reader033.vdocuments.us/reader033/viewer/2022052823/5551c7f4b4c905922b8b4b15/html5/thumbnails/9.jpg)
60 000 000 000 $
![Page 10: ROI of Paid Digital Media](https://reader033.vdocuments.us/reader033/viewer/2022052823/5551c7f4b4c905922b8b4b15/html5/thumbnails/10.jpg)
60 000 000 000 $Enough to end global poverty
![Page 11: ROI of Paid Digital Media](https://reader033.vdocuments.us/reader033/viewer/2022052823/5551c7f4b4c905922b8b4b15/html5/thumbnails/11.jpg)
THE CHALLENGE…
![Page 12: ROI of Paid Digital Media](https://reader033.vdocuments.us/reader033/viewer/2022052823/5551c7f4b4c905922b8b4b15/html5/thumbnails/12.jpg)
77% of web display ads are not seen…
Source: Sticky
![Page 13: ROI of Paid Digital Media](https://reader033.vdocuments.us/reader033/viewer/2022052823/5551c7f4b4c905922b8b4b15/html5/thumbnails/13.jpg)
![Page 14: ROI of Paid Digital Media](https://reader033.vdocuments.us/reader033/viewer/2022052823/5551c7f4b4c905922b8b4b15/html5/thumbnails/14.jpg)
![Page 15: ROI of Paid Digital Media](https://reader033.vdocuments.us/reader033/viewer/2022052823/5551c7f4b4c905922b8b4b15/html5/thumbnails/15.jpg)
18%44% 10%
Source: www.annons.se/sites/default/files/novus_reklamrapporten_2012.pdf
![Page 16: ROI of Paid Digital Media](https://reader033.vdocuments.us/reader033/viewer/2022052823/5551c7f4b4c905922b8b4b15/html5/thumbnails/16.jpg)
18%44% 10%
had a positive attitude towards advertising in 2005
Source: www.annons.se/sites/default/files/novus_reklamrapporten_2012.pdf
![Page 17: ROI of Paid Digital Media](https://reader033.vdocuments.us/reader033/viewer/2022052823/5551c7f4b4c905922b8b4b15/html5/thumbnails/17.jpg)
18%44% 10%
had a positive attitude towards advertising in 2005
with a positive attitude towards advertising in 2012
Source: www.annons.se/sites/default/files/novus_reklamrapporten_2012.pdf
![Page 18: ROI of Paid Digital Media](https://reader033.vdocuments.us/reader033/viewer/2022052823/5551c7f4b4c905922b8b4b15/html5/thumbnails/18.jpg)
18%44% 10%
had a positive attitude towards advertising in 2005
with a positive attitude towards advertising in 2012
with a positive attitude towards mobile advertising in 2012
Source: www.annons.se/sites/default/files/novus_reklamrapporten_2012.pdf
![Page 19: ROI of Paid Digital Media](https://reader033.vdocuments.us/reader033/viewer/2022052823/5551c7f4b4c905922b8b4b15/html5/thumbnails/19.jpg)
THE REAL CHALLENGE…
![Page 20: ROI of Paid Digital Media](https://reader033.vdocuments.us/reader033/viewer/2022052823/5551c7f4b4c905922b8b4b15/html5/thumbnails/20.jpg)
67% !of marketers today don’t believe marketing ROI requires a financial outcome
Source: WARC, the World Advertising Research Center
https://www.fournaisegroup.com/marketers-not-trained-in-marketing-performance-and-roi/
![Page 21: ROI of Paid Digital Media](https://reader033.vdocuments.us/reader033/viewer/2022052823/5551c7f4b4c905922b8b4b15/html5/thumbnails/21.jpg)
PAID DIGITAL MEDIA
![Page 22: ROI of Paid Digital Media](https://reader033.vdocuments.us/reader033/viewer/2022052823/5551c7f4b4c905922b8b4b15/html5/thumbnails/22.jpg)
Digital marketing kit
Owned media
Earned media Paid media
![Page 23: ROI of Paid Digital Media](https://reader033.vdocuments.us/reader033/viewer/2022052823/5551c7f4b4c905922b8b4b15/html5/thumbnails/23.jpg)
Digital marketing kit
Owned media
Earned media Paid media
Web properties!Owned websites Social media channels Email
![Page 24: ROI of Paid Digital Media](https://reader033.vdocuments.us/reader033/viewer/2022052823/5551c7f4b4c905922b8b4b15/html5/thumbnails/24.jpg)
Digital marketing kit
Owned media
Earned media Paid media
Web properties!Owned websites Social media channels Email
Sharing!Mentions Shares Reviews SEO
![Page 25: ROI of Paid Digital Media](https://reader033.vdocuments.us/reader033/viewer/2022052823/5551c7f4b4c905922b8b4b15/html5/thumbnails/25.jpg)
Digital marketing kit
Owned media
Earned media Paid media
Web properties!Owned websites Social media channels Email
Advertising!PPC Display Affiliates Social media ads Content promotions Video advertising
Sharing!Mentions Shares Reviews SEO
![Page 26: ROI of Paid Digital Media](https://reader033.vdocuments.us/reader033/viewer/2022052823/5551c7f4b4c905922b8b4b15/html5/thumbnails/26.jpg)
Search engine marketing (SEM)
Pay only for the click (PPC) !!Short time to market Reach Control over audience Control over budget Flexible !Competition can be high.
$
![Page 27: ROI of Paid Digital Media](https://reader033.vdocuments.us/reader033/viewer/2022052823/5551c7f4b4c905922b8b4b15/html5/thumbnails/27.jpg)
DisplayPay per 1000 impressions (CPM) !Brand awareness Retargeting Dynamic !Easily ignored !!
$
![Page 28: ROI of Paid Digital Media](https://reader033.vdocuments.us/reader033/viewer/2022052823/5551c7f4b4c905922b8b4b15/html5/thumbnails/28.jpg)
Affiliate marketingCost per action (CPA) !Low risk High ROI High availability of networks !Cannibalisation !!
$
![Page 29: ROI of Paid Digital Media](https://reader033.vdocuments.us/reader033/viewer/2022052823/5551c7f4b4c905922b8b4b15/html5/thumbnails/29.jpg)
Social media adsPay per click (PPC) or optimised impressions(oCPM) !!Targetable Control over budget Flexible Increase fan and follower base Beneficial for word of mouth !Wrong advertising can easily backfire !!
$
![Page 30: ROI of Paid Digital Media](https://reader033.vdocuments.us/reader033/viewer/2022052823/5551c7f4b4c905922b8b4b15/html5/thumbnails/30.jpg)
Key terms to know• PPC - Pay per click
• SEM - Search engine marketing
• CTR - Click through Rate
• CPA - Cost per Action
• CPC - Cost per Click
• CPM - Cost per mille - thousand ad impressions
• oCPM- Cost per mille - thousand ad optimised impressions
• ROI - Return on investment
• KPI - Key performance indicator
• QS - Quality score
![Page 31: ROI of Paid Digital Media](https://reader033.vdocuments.us/reader033/viewer/2022052823/5551c7f4b4c905922b8b4b15/html5/thumbnails/31.jpg)
PLANNING…
![Page 32: ROI of Paid Digital Media](https://reader033.vdocuments.us/reader033/viewer/2022052823/5551c7f4b4c905922b8b4b15/html5/thumbnails/32.jpg)
An online paid advertising strategy is a plan of action to achieve a goal with the help of digital advertising tools
Who, What, When, Where,How
![Page 33: ROI of Paid Digital Media](https://reader033.vdocuments.us/reader033/viewer/2022052823/5551c7f4b4c905922b8b4b15/html5/thumbnails/33.jpg)
An online paid advertising strategy is a plan of action to achieve a goal with the help of digital advertising tools
Specific, Measurable,Time-related
![Page 34: ROI of Paid Digital Media](https://reader033.vdocuments.us/reader033/viewer/2022052823/5551c7f4b4c905922b8b4b15/html5/thumbnails/34.jpg)
Desired outcomeSet clear, specific and time based goals and KPIs for the campaign that are connected to your digital and business objectives.
Key Performance Indicator: a quantifiable measure used to compare performance in terms of meeting the strategic and operational goals
![Page 35: ROI of Paid Digital Media](https://reader033.vdocuments.us/reader033/viewer/2022052823/5551c7f4b4c905922b8b4b15/html5/thumbnails/35.jpg)
Conversion rate ! ! !
Revenue !!
Orders!! ! !
Av. order value!
Retention!
Profit
Engagement! ! !
Brand awareness !
Leads !
Subscriptions!
Downloads
$
![Page 36: ROI of Paid Digital Media](https://reader033.vdocuments.us/reader033/viewer/2022052823/5551c7f4b4c905922b8b4b15/html5/thumbnails/36.jpg)
Don’t make decision only on vanity metrics:!
!!
Make you feel good but are bad for business action
![Page 37: ROI of Paid Digital Media](https://reader033.vdocuments.us/reader033/viewer/2022052823/5551c7f4b4c905922b8b4b15/html5/thumbnails/37.jpg)
What KPIs would you suggest for the following campaigns …
![Page 38: ROI of Paid Digital Media](https://reader033.vdocuments.us/reader033/viewer/2022052823/5551c7f4b4c905922b8b4b15/html5/thumbnails/38.jpg)
![Page 39: ROI of Paid Digital Media](https://reader033.vdocuments.us/reader033/viewer/2022052823/5551c7f4b4c905922b8b4b15/html5/thumbnails/39.jpg)
![Page 40: ROI of Paid Digital Media](https://reader033.vdocuments.us/reader033/viewer/2022052823/5551c7f4b4c905922b8b4b15/html5/thumbnails/40.jpg)
CHANNELS
![Page 41: ROI of Paid Digital Media](https://reader033.vdocuments.us/reader033/viewer/2022052823/5551c7f4b4c905922b8b4b15/html5/thumbnails/41.jpg)
77% 67% 65%
Source. http://www.thinkwithgoogle.com/tools/databoard.html
![Page 42: ROI of Paid Digital Media](https://reader033.vdocuments.us/reader033/viewer/2022052823/5551c7f4b4c905922b8b4b15/html5/thumbnails/42.jpg)
77% 67% 65%
of television viewers use another device at the same time
Source. http://www.thinkwithgoogle.com/tools/databoard.html
![Page 43: ROI of Paid Digital Media](https://reader033.vdocuments.us/reader033/viewer/2022052823/5551c7f4b4c905922b8b4b15/html5/thumbnails/43.jpg)
77% 67% 65%
Start shopping on one device and continue to another
of television viewers use another device at the same time
Source. http://www.thinkwithgoogle.com/tools/databoard.html
![Page 44: ROI of Paid Digital Media](https://reader033.vdocuments.us/reader033/viewer/2022052823/5551c7f4b4c905922b8b4b15/html5/thumbnails/44.jpg)
77% 67% 65%
Start shopping on one device and continue to another
of television viewers use another device at the same time
of total revenue comes from purchases made in more than one step
Source. http://www.thinkwithgoogle.com/tools/databoard.html
![Page 45: ROI of Paid Digital Media](https://reader033.vdocuments.us/reader033/viewer/2022052823/5551c7f4b4c905922b8b4b15/html5/thumbnails/45.jpg)
Journey to online purchase
Source: Google, http://www.thinkwithgoogle.com/tools/customer-journey-to-online-purchase.html
![Page 46: ROI of Paid Digital Media](https://reader033.vdocuments.us/reader033/viewer/2022052823/5551c7f4b4c905922b8b4b15/html5/thumbnails/46.jpg)
What doesn’t work for others, might work for you!
![Page 47: ROI of Paid Digital Media](https://reader033.vdocuments.us/reader033/viewer/2022052823/5551c7f4b4c905922b8b4b15/html5/thumbnails/47.jpg)
Multi-channel funnels
![Page 48: ROI of Paid Digital Media](https://reader033.vdocuments.us/reader033/viewer/2022052823/5551c7f4b4c905922b8b4b15/html5/thumbnails/48.jpg)
TIMING
![Page 49: ROI of Paid Digital Media](https://reader033.vdocuments.us/reader033/viewer/2022052823/5551c7f4b4c905922b8b4b15/html5/thumbnails/49.jpg)
YOU ARE THE DIGITAL PROJECT MANAGER OF A CHARITY ORGANISATION.!!…..WHEN DO YOU START YOUR ADWORDS CHRISTMAS CAMPAIGNS?!
![Page 50: ROI of Paid Digital Media](https://reader033.vdocuments.us/reader033/viewer/2022052823/5551c7f4b4c905922b8b4b15/html5/thumbnails/50.jpg)
30%
Source. think with google
2 weeks
September
![Page 51: ROI of Paid Digital Media](https://reader033.vdocuments.us/reader033/viewer/2022052823/5551c7f4b4c905922b8b4b15/html5/thumbnails/51.jpg)
Donation related searches start to increase.
30%
Source. think with google
2 weeks
September
![Page 52: ROI of Paid Digital Media](https://reader033.vdocuments.us/reader033/viewer/2022052823/5551c7f4b4c905922b8b4b15/html5/thumbnails/52.jpg)
Donation related searches start to increase.
30%
Source. think with google
increase from August to September
2 weeks
September
![Page 53: ROI of Paid Digital Media](https://reader033.vdocuments.us/reader033/viewer/2022052823/5551c7f4b4c905922b8b4b15/html5/thumbnails/53.jpg)
Donation related searches start to increase.
30%
Source. think with google
increase from August to September
1 in 3 donors spend over 2 weeks researching before making a donation2 weeks
September
![Page 54: ROI of Paid Digital Media](https://reader033.vdocuments.us/reader033/viewer/2022052823/5551c7f4b4c905922b8b4b15/html5/thumbnails/54.jpg)
MEASURING SUCCESS
![Page 55: ROI of Paid Digital Media](https://reader033.vdocuments.us/reader033/viewer/2022052823/5551c7f4b4c905922b8b4b15/html5/thumbnails/55.jpg)
KPIs,KPIs,KPIs!
Calculate impact before, during and after advertising
Continuously evaluate, test and optimise - keywords, copy, design, landing pages.
!
![Page 56: ROI of Paid Digital Media](https://reader033.vdocuments.us/reader033/viewer/2022052823/5551c7f4b4c905922b8b4b15/html5/thumbnails/56.jpg)
Some cases…
![Page 57: ROI of Paid Digital Media](https://reader033.vdocuments.us/reader033/viewer/2022052823/5551c7f4b4c905922b8b4b15/html5/thumbnails/57.jpg)
AdwordsType of organisation: Online retailer
Goal: Increase of orders and revenue
KPIs for the campaign: CR, Revenue,ROI
Channel: Adwords
Time: Continuous optimisation
Other drivers: Brand awareness, relevant traffic
!
!
!
![Page 58: ROI of Paid Digital Media](https://reader033.vdocuments.us/reader033/viewer/2022052823/5551c7f4b4c905922b8b4b15/html5/thumbnails/58.jpg)
![Page 59: ROI of Paid Digital Media](https://reader033.vdocuments.us/reader033/viewer/2022052823/5551c7f4b4c905922b8b4b15/html5/thumbnails/59.jpg)
Without branded CPC:
![Page 60: ROI of Paid Digital Media](https://reader033.vdocuments.us/reader033/viewer/2022052823/5551c7f4b4c905922b8b4b15/html5/thumbnails/60.jpg)
Yahoo DRType of organisation: Software provider
Goal: Increase of leads , Sign up for the freemium service
KPIs for the campaign: Sign ups,CR & ROI
Channel: Yahoo DR
Time: September 2013
Other drivers: Relevant traffic, Retention
!
!
!
![Page 61: ROI of Paid Digital Media](https://reader033.vdocuments.us/reader033/viewer/2022052823/5551c7f4b4c905922b8b4b15/html5/thumbnails/61.jpg)
The value of a lead generation campaign
Av. Lead Value= (Revenue during Y time frame/ Leads during Y time frame)* profit margin
![Page 62: ROI of Paid Digital Media](https://reader033.vdocuments.us/reader033/viewer/2022052823/5551c7f4b4c905922b8b4b15/html5/thumbnails/62.jpg)
Model for calculating effect of media buying
![Page 63: ROI of Paid Digital Media](https://reader033.vdocuments.us/reader033/viewer/2022052823/5551c7f4b4c905922b8b4b15/html5/thumbnails/63.jpg)
![Page 64: ROI of Paid Digital Media](https://reader033.vdocuments.us/reader033/viewer/2022052823/5551c7f4b4c905922b8b4b15/html5/thumbnails/64.jpg)
TOOLS & TIPS
![Page 66: ROI of Paid Digital Media](https://reader033.vdocuments.us/reader033/viewer/2022052823/5551c7f4b4c905922b8b4b15/html5/thumbnails/66.jpg)
Google Analytics
![Page 68: ROI of Paid Digital Media](https://reader033.vdocuments.us/reader033/viewer/2022052823/5551c7f4b4c905922b8b4b15/html5/thumbnails/68.jpg)
Eye tracking
Source: Sticky
![Page 69: ROI of Paid Digital Media](https://reader033.vdocuments.us/reader033/viewer/2022052823/5551c7f4b4c905922b8b4b15/html5/thumbnails/69.jpg)
Google Consumer Barometer
![Page 70: ROI of Paid Digital Media](https://reader033.vdocuments.us/reader033/viewer/2022052823/5551c7f4b4c905922b8b4b15/html5/thumbnails/70.jpg)
You are the other 33%!
![Page 71: ROI of Paid Digital Media](https://reader033.vdocuments.us/reader033/viewer/2022052823/5551c7f4b4c905922b8b4b15/html5/thumbnails/71.jpg)
33% !of marketers today know that marketing ROI requires a financial outcome.
Source: WARC, the World Advertising Research Center
https://www.fournaisegroup.com/marketers-not-trained-in-marketing-performance-and-roi/
![Page 72: ROI of Paid Digital Media](https://reader033.vdocuments.us/reader033/viewer/2022052823/5551c7f4b4c905922b8b4b15/html5/thumbnails/72.jpg)
THANK YOU!