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Tips to Evolve Your Digital AdvertisingDivya DuttSr. Program Manager, PPC and Social
October 13, 2015
Mike TomitaSr. Manager, Online Marketing
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Today’s Agenda• Digital Advertising in 2015• Selecting Your Channels• Targeting and Optimization• Tracking and Reporting• Q/A
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Digital Advertising Is Evolving… Fast
1994
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Digital Advertising Is Evolving… Fast
2000
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Digital Advertising Is Evolving… Fast
2007
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Digital Advertising Is Evolving… Fast
2010 2011 2013 2015
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Measurable and Attributable
$
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Identify Your Goals• Acquisition• Nurturing• Loyalty, Cross-sell, & Upsell• Branding
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Find Your Audience
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Which Social Networks?
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Mobile Ads and Messages
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Coordinate Across Channels
Ad: Flights from Houston to
Dublin
Interests: TravelLocation: Huston, TXAge: 25-35Activity: Site visit – Ireland Hotels
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Selecting Your Channels• Find your audience• Start broad with your targeting• Coordinate across channels• Evaluate based on your goals• Test, test, test…
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Segmentation
Ways to Segment
Demographic Firmographic Behavioral Interests Geographic
location Marketing
Automation
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Good Segmentation = Personalized Content
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Testing
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Ad Testing – things you can test
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Ad Testing – Marketo Examples
VS
Image Testing
Ad Copy Testing – Google
VS
CTR - .62% CTR - .49%
CTR – 1.33% CTR – 1.56%
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Testing is great but what next?
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Iterative Testing Finds Ultimate Winner
Text + Image A0.112% CTR
Text + Image B0.608% CTR
New Text + Image B0.641% CTR
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Main Takeaways so far
Segmentation
Personalized Ads
Ad Testing
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Measure Based On Campaign Goals
.
Branding
Impressions Clicks CTRs VTRs Engagement
Acquisition
Impressions Clicks Conversion
rates ROAS
Loyalty/Cross – Sell, Upsell Engagement Upgrades Repeat
Business Pipeline
generated
Nurture/Lifetime Value
Increase in lead
scores Engaging with
more content Repeat purchases
DOWNLOADED CONTENT ON
FACEBOOKATTENDED WEBINAR
Single Touch Attribution
3 months
$100K
$100K
GOOGLE KEYWORD SEARCH
Multi Touch Attribution
3 months
$25K $25K
$100K
$25K$25K
LINKEDIN POST
FACEBOOK AD
EVENT
Measuring Your Program Performance
Channels First Touch (FT) Revenue
Facebook $410,000
LinkedIn $320,000
PPC $625,000
Measuring Your Program Performance
Page FT Revenue MT Revenue
Facebook $410,000 $500,000
LinkedIn $320,000 $553,000
PPC $625,000 $117,000
Page FT Revenue MT Revenue
FaceBook $410,000 $500,000
LinkedIn $320,000 $553,000
PPC $625,000 $117,000
More efficient at pushing leads
through funnel
More efficient at acquiring the right
leads
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Allocate Your Budget
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Conclusion• We have more options than ever – try them all• Start simple and expand when you’re ready• Personalize your ads to cut through the noise• Coordinate across channels and devices• Some things never change
• Test, measure, optimize, repeat
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1. Download the Definitive Guide Marketo.com/dg2da
2. Spot the Marketo digital marketing team in the guide!
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Q/A
