Mindshift: Intro To Online Advertising
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Transcript of Mindshift: Intro To Online Advertising
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Introduction to Online AdvertisingAndrew Yang (@yang_ers)Search Evangelist, Microsoft Canada
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Modules we have designed
Creating a PPC Campaign for your
business
SEO and PPC Deep Dive
Introduction Online Advertising
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4 P’s of Marketing
Customer
Price
Promotion
Placement
Product
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Marketing Funnel
Awareness
Consideration
Conversion
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Agenda
1.Overview of the Advertising Industry2.Why Online Adverting? 3.Different Types of Online Advertising• Search• Display• Social
4.Future of Online
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Each Advertising’s medium effectiveness
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Where is the Canadian Advertising Market at?
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Advertiser confidence in Canada remains strong, as total advertising investment in 2012 grew 5.1% compared to overall GDP growth of 1.4%
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Digital ad spending growth surpasses all other forms of advertising media in Canada
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Digital ad growth was 15.4% in 2012, equating to 21.9% of total media ad spending in the country
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Search and display have consistently accounted for more than three-quarters of Canada’s total digital advertising
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What is the draw for online advertising?
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Online Statistics
Six Motivations for Web Usage
Canadian Share of Web Session by Motive throughout the Day
1. Information2. Communication
3. Entertainment 4. Creation
5. Transaction6. Surfing
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Other Online Advertising Stats
Canadians 18 to 48 spent… • An average of 23.3 hours per week online1
• An average of 19.3 hours a week watching TV1
1. http://www.huffingtonpost.ca/2013/04/25/tv-viewership-canada-online_n_3156176.html2. comScore AdEffx Offline Sales Lift for Internet; IRI BehaviorScan for TV
TV (BehaviourScan) Internet (comScore)
8%
9%
Short term Offline Sales Lift for CPG Brands3
“...digital is more measurable thananything else we do.”
Benjamin JankowskiGlobal Account Director, Omnicom Media Group
Target and Measure
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I know half my advertising isn't working, I just don't
know which half."
William Lever, founder of Unilever
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How to think about Online Advertising
• Organic• Paid Search
• Web Banners• Rich Media Display
• Twitter, Facebook• Yelp, Trip Advisor Social
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Question…..
How many times today were you
looking for something?
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On Bing….
In 2013 Canadians Searched for:
Tirecraft Firestone Michelin Winter Tires
Tires
5405 9231 19251 21115
229995
Source: Bing Ads Intelligence – Jan. 2014 pull
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Consumers Seek Local Information
48% of mobile and 36% of PC searchers visit a local business
7 out of 10 consumers look online first for local business info
40% of offline transactions start with online search
30% of all search queries have local intent
*Data based in US market. 21
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Wouldn’t it be great if you could…
Control your messageTarget the right audienceAlways appear at position #1Measure your ROI
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Search Engine Results Page (SERP)Search – Statement of Intent
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Paid
Organic
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Pay Per Click vs. Search Engine Optimization
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Search Engine Optimization (SEO)Also called…Natural SearchOrganic Search
Search engine optimization, natural or organic search (natural = organic)
Links that appear in the body of the search results
Search Engine Marketing (SEM)Also called…Pay per Click (PPC) Paid SearchSponsored Listings
Pay-per-click, paid search, denotes a cost paid by a marketer for every click through of a search listing
Links that appear at the top and to the right of the search results
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Paid vs. Organic Result (Query – Winter Tires)
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Anatomy of a Result
1. Ad Title2. Display URL3. Ad Copy4. Sitelink
Extensions
Paid
Organic
1
1
2
2
3
3
4
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Do we agree that….
=
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Search Engine Results Page (SERP) - Local
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Local Listing
s
Local Listings are:
• Queries based on IP and location keywords
• Part of the SEO or organic aspect of search
• Beneficial in helping customers find your store
• Increasing relevancy and driving traffic to your site and store
Paid
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Benefits of Bing Places for Business
Enables businesses to claim listings and be found by millions of Bing users
Engaging customers searching online before they step foot in your store
Enriched business information drives higher online conversion
Easy to use and takes minutes to complete
www.bingplaces.com
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Simple Sign Up in 3 StepsStep 1
• Find your business on Bing, OR
• Create a new business listing
• Support bulk upload
Step 2
• Verify ownership via mail or phone
• Agency verification process supported
Step 3
• Listings show up on Bing search results on PC, tablet and mobile devices
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Display Advertising
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Display Advertising Engagement
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Display Advertisements IAB Standard Banner Sizes
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Terminology
Acquisition Metrics
Search• Function of “relevancy” and the bid is
your rank on the paid search area• Amount you bid = Cost Per Click (CPC)
Display• Anything from text ads, video ads,
expandable ads• CPM = Cost per impression / Cost per
Mille (m = 1000 page views)• $20 CPM $20 for 1000 views
Efficiency Metrics
Other Metrics• CTR = Click through rate, proxy of how
“effective” your ad is • CPA = Cost per acquisition, used to
measure the marketing spend • ROI = Return on Investment, usually an
internal measure for the effectiveness of the online advertising campaign
• Impressions = How many times your ads has been seen
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Social Mediahttp://www.pcworld.com/article/2043243/how-to-boot-to-desktop-mode-in-windows-8-1.html
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Oreo’s Social Media Campaign Quick Cases Study on the SuperBowl Tweet
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Because of rising social uptake in Canada, social network ad spending will exceed 10% of total digital ad investment by 2015
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Social Media AdvertisingAmplifying the Conversation
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Review Sites – Yelp, Foursquare, etc…
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Future Online Advertising Trends
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mCommerce: Canadian internet users are using their mobile devices for shopping related activities•
• Sources: 1) RetailMeNot.com, “Shoppers Trend Report” conducted by Ipsos Public Affairs, Aug 2013; 2) Ipsos Canada, “eNation” survey, Aug 2013
* Conducted on a mobile phone
29%
28%
Internet users in Canada who would use a mobile app for grocery shopping, Jul 20131
Household Income
<$60K
>$60K+
27%31%
18-34 35-55 55+
43%
26%18%
Age Distribution
Note: “Definitely” and “likely use”
Canadian internet users are starting to use their mobile for shopping activities. 28% of users use a mobile app for grocery shopping. Users in the younger age group and high income brackets tend to use grocery apps the most.1
Of all mobile shopping activities, most users research product information and check prices of an item on their phones while in store.2
11%
11%
12%
12%
16%
24%Researched product information
Checked the price of an item in phone while in store
Downloaded and used and app for a retailer
Used a coupon on phone to save in-store
Purchased a product or service on phone
Used a QR code to find out more information about the product
Mobile Shopping Activities* of Internet Users in Canada, June 20132
% of respondents
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QuantumRelated content across devices sequentially
Related content across devices at the same time
Four multi-screen pathways
Content GrazingDifferent content across devices at the same time
Spider-Webbing
Multi-tasking Investigative Social Intent-based
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Pathway Day-Parts
Time periods over-indexing for each device. Darker shades = multi-screen activity is more likely in this time periodGames console usage is directional due to relatively low incidence in multi-screening globally.
Content Grazing
Investigative Social Quantum
9am-12pm
12pm-3pm
3pm-6pm
6pm-9pm
9pm-12am
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Keep underlying need- states in mind when designing commercial content
Passive entertainment
Active entertainment
Pleasure-seeking
Information-seeking
Communication
Relaxation and comfort
Fun and achievement
Discovery and
exploration
Learning and depth
Connection and belonging
The television
The Everyman
Games consoleThe Jester
The tabletThe Explorer
The PCThe Sage
The mobile phone
The Lover
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Wrap Up
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Takeaways
1. Online Advertising is one of the most measurable and effective forms of advertising available
2. Take advantage of the measurability of Online Advertising to drive the right ROI for your business
3. Do what is RIGHT for your business
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Where to go for resources
- Bing Ads Blog - http://community.bingads.microsoft.com/ads/en/bingads/b/blog/- Bing Ads Twitter Handle - @Bing Ads- Like us on Facebook - facebook.com/BingAds- Bing Ads Training Materials - http://advertise.bingads.microsoft.com/en-ca/courses
- Become an Accredited Professional (free to take)www.bingadspro.com/ca
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