Optimizing Display Advertising in an Omni-Channel World
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The webinar hosted by DialogTech and Hanapin Marketing focuses on optimizing display advertising in an omnichannel environment, emphasizing the importance of phone calls as valuable conversions. Key topics include audience targeting, creative ad optimization, and data-driven strategies for enhancing display ROI. The presentation highlights Google Display as the leading ad network and discusses actionable insights for improving the customer experience through targeted call tracking and analytics.
Optimizing Display Advertising in an Omni-Channel World
- 1. 1 www.dublindesign.com Optimizing Display Advertising in an Omni-Channel World HOSTED BY:
- 2. Presenters • Blair Symes – Director of Content Marketing at DialogTech – @dialogtech • Stephanie White – Senior Account Manager at Hanapin Marketing – PPC Hero Blogger – @StephaniePPCPro
- 3. – Run the world’s most popular PPC blog and conference. – We manage and optimize global paid search, paid social, and display programs. – Within 12 months, brands can expect a 250% increase in their growth trajectory. Who is Hanapin?
- 4. Our Clients
- 6. About DialogTech Actionable marketing analytics for phone calls MEASURE | ANALYZE | TARGET | PERSONALIZE | OPTIMIZE
- 7. Join the conversation • Include the hashtag #thinkppc in your Twitter tweets. Or use the webinar question box to send us questions.
- 8. Live Poll Question #1 How much experience do you have in display advertising outside of remarketing? #thinkppc A. Less than 1 year B. 1-3 years C. 3-5 years D. 5+ years
- 9. Webinar Agenda ● Why display is an important marketing channel ● Why phone calls are important conversions from display ● Omnichannel audience building and targeting strategies ● Creative, ad, and landing page optimization tips ● Data-driven strategies for increasing display ROI
- 10. #thinkppc Why Display Matters Digital continues to replace Traditional advertising
- 11. Traditional vs Digital Online Display replaces Outdoor Display
- 12. Traditional vs Display Traditional Display | Display
- 13. Display Reach Of global internet users
- 14. Google Display Monthly Reach comScore Feb 2016 Google Display is the #1 ad network with 219,584 unique monthly visitors
- 15. Online Research Stats 82% of shoppers research online before buying ● Amazon ● YouTube ● Blogs ● Gmail Forbes May 2016 Part of the Display Network
- 17. Mobile Stats Google & comScore Feb 2016 5+ Hours (spent online per day) 40% (of that time is with mobile devices) 65% (of the transactions begin on mobile) 18% (increase in mobile retail e-commerce spending in Q4 2016 compared to the previous year and will continue to grow in 2018 and beyond)
- 18. #thinkppc Audience & Targeting Use Analytics data to build your Adgroups
- 19. Targeting Display allows you to target specific “personas” to create a custom user experience
- 20. Audience Insights Use Analytics to create your initial Adgroups Audiences ● Demographics ○ Age ○ Gender ● Interests ○ Affinity ○ In-Market ● Custom ○ Custom Affinity audiences Audience Insights
- 23. Audiences (Demographics) Tip: use Analytics data to build your custom “personas” and messaging.
- 24. Display - Analytics Data Import Analytics Data into Adwords: ● Bounce rate ● Pages / session ● Avg session duration
- 25. Display - Keyword Overlay Overlay Interest + Keywords = can improve relevance, lower impressions, lower bounce rate, more pages/session, & high goal conversion rates
- 26. Display - Exclusions Exclusion options: ● Site category ● Negative keywords ● Adsenseformobileapps.com
- 27. #thinkppc Creative & Ad Options Get to the point and include a CTA
- 28. Ad Copy (Types) Types of Ads: ● Responsive Ads ● Static Ads ● Animated Ads ● Video Ads
- 29. Ad Copy (Responsive) Types of Ads: ● Short headline ● Long headline ● Description ● Business Name ● Finale URL ● CTA
- 30. Ad Copy (Desktop Specs) Common desktop ad sizes: ● 250x250 ● 200x200 ● 468x60 ● 728x90 ● 300x250 ● 336x280 ● 120x600 ● 160x600 ● 300x600 ● 970x90
- 31. Ad Copy (Mobile Specs) Common mobile ad sizes: ● 320x50 ● 200x200 ● 250x250 ● 300x250
- 32. Ad Copy (Video) In-Stream Video Ads ● Share your brand story ● Pay only when they watch 30 seconds (or 100%) or the user engages with your video ad ● In-stream allows users to skip after 5 seconds ● Measure performance
- 33. #thinkppc Google Display Stats Building brand awareness is critical
- 34. Real Stats - Adwords Spend | Search | Display 2016 Data
- 35. Real Stats - Direct Revenue | Search | Display 2016 Data
- 36. Real Stats - Assisted Revenue | Search | Display 2016 Data
- 37. Multi-Channel Funnel 2016 vs 2015 Data
- 38. Multi-Channel Funnel Is your Funnel Simple or Complex?
- 39. Display - Tracking Calls ● Call Extensions only work in Search Network w/Display Select ● Set-up 3rd party call tracking
- 40. Display - Call Tracking
- 41. Key Takeaways ● Google Display is the #1 ad network with a 90% reach ● Use Analytics to build your custom “personas” ● Use the Display Exclusions to optimize performance ● Test all Creative ad formats and measure performance
- 42. #thinkppc Why Calls Matter You can’t measure and optimize ROI if you ignore phone calls
- 43. An explosion in phone calls from display Sources: eMarketer, BIA/Kelsey, Google 65% of all digital media time is mobile 70% of US display ad spend is mobile 22 billion calls to US businesses from mobile display ads in 2014 29 billion calls to US businesses from mobile display ads in 2017
- 44. Calls are often the most valuable conversions Source: BIA/Kelsey 10x-15x Calls convert to revenue 10x-15x more than web leads. $1 Trillion Calls will influence $1 trillion in US consumer spending this year. Customers who initiate inbound calls convert faster, spend more, and have a higher retention rate. “
- 45. Most businesses want calls more than web leads Sources: Google, xAd, TravelClick, Kelley Blue Book, Sequence, DialogTech, McKinsey & Company Insurance 75% of insurance shoppers call agent or contact center. Financial Services 68% want to call while researching purchases. Education 40% want phone conversations to learn about schools. Senior Care 70% of marketing leads are phone calls. Home Services 70% want to call businesses to purchase home services. Real Estate 50% of home buyers and sellers call realtors to engage. Automotive 25% of auto shoppers first contact a dealership by calling. Retail 51% want to call a store when buying home goods. Travel & Hospitality 35% of hotel bookings are from phone calls. Health Care 88% of patients book appointments over the phone. Telecom 39% make a purchase by calling. Businesses with products or services that are complex, expensive, infrequent, or urgent want phone calls
- 46. #thinkppc Driving More Calls Optimize display ad creative, landing pages, and targeting to drive calls
- 47. Create display CTAs based on what you want I want web forms or calls I want calls I want callsI want web forms or calls
- 48. Provide call option on landing pages and website Call option with web formsCall Now as the main CTA Put call button/number on every page Include call button in header Permanent footer call button
- 49. Retarget past callers with call-focused ad campaigns Retarget caller with banner ad Calls to book tripConsumer runs search Calls from ad to get details Banner ad with offer incentives action LP with ”call now” as main CTA drives call You know the person prefers to engage by calling
- 50. Drove 4x the calls from campaigns that used caller data to target lookalike audiences Expand reach to new audiences likely to call and convert Target lookalike audiences resembling customers who called Call-focused ad CTA for likely callers
- 51. Use caller data as exclusions Don’t waste impressions! Exclude audiences who: ● Already called you ● Current customer ● Called from Careers page
- 52. #thinkppc Smarter Display Optimizations Take a data-driven approach to phone calls, just like you do for web conversion
- 53. Data marketers capture from phone calls What Drove the Call Marketing channel Specific ad Search keywords Website interaction and page they called from Quality of the Lead Was the call a quality sales lead? Did the call convert? What was the value of the call? Data can be used to measure digital ROI, improve targeting, and optimize ad spend for what’s really driving customers. Caller Profile Name & phone number Geographic location First-time or repeat caller Time and day of call
- 54. Credit where credit is due: Display impressions ✓ ✓ ✓ ✓ ✓ 1. DISPLAY AD 1 While browsing online, a person sees your display ad but takes no action. 2. DISPLAY AD 2 The same person sees a second display ad but does not click through. 4. WEBSITE VISIT The person visits your website from your search ad. 3. BRANDED SEARCH The person does a branded search and clicks your search ad. 5. PHONE CALL The visitor calls. The phone call is linked to the paid keyword, website visit & each display ad impression.
- 55. Include call analytics with other marketing platforms Analytics CRMOptimization CALL ANALYTICS Marketing Channel Specific Ad Search Keywords Web Behavior Time/Day of Call Caller Location
- 56. Optimize for what drives the best conversions WHAT YOU NOW KNOW: How your marketing influences and drives not just calls and clicks, but customers WHAT YOU CAN NOW DO: Optimize media spend, ad targeting, and website experiences for what drives the best conversions Eliminate what doesn’t
- 57. #thinkppc What Happens on Calls Analyze the caller experience for marketing insights
- 58. When you spend budget on calls, you should know: Was the call answered? How long did it last? Was it a sales lead? What product are they calling for? How did the sales agent perform? What words did the caller say? Did the caller convert?
- 59. Conversation analytics for marketers (example) Step 1 Filter calls by a wide range of criteria: • Location or agent that answered call • Marketing source of call • Day and time • Call duration • Words spoken on call
- 60. Conversation analytics for marketers (example) Step 2 See every call that fits your search, along with: • Caller info • What drove the call • How long it lasted • Was it a sales lead • Access to recording & transcription
- 61. Conversation analytics for marketers (example) Listen to the recording of the call Read the transcription with searched words highlighted Step 3 Drill into any call for more details: • Did the agent say the right things? • Did the caller mention important keywords? • What questions did the caller ask?
- 62. AI analyzes conversations from 3,000+ calls a week to classify each one NEW CUSTOMER CURRENT CUSTOMER OTHER National marketing team proves to 450+ franchisees how many of each type of call they send them Type of Call Let artificial intelligence do the analytics for you
- 63. #thinkppc Better Caller Experiences Marketers can have an impact on the caller experience - and that impacts ROI
- 64. Sources: OnBrand Group, American Express Caller experience impacts marketing ROI 84% of callers would cease doing business with a company after a negative caller experience 55% who intended to make a purchase have backed out because of poor customer service Caller Pain Points • Missed calls • Lengthy wait times • Caller passed from agent to agent • Agent not knowing why a caller is calling
- 65. Use insights on callers to route them optimally Caller’s location Marketing source that drove call Time of day Caller’s answers to phone IVR Agent skillset and performance Caller history and lead status You don’t have to route every caller the same way. What is the best call experience based on what you know about that caller?
- 66. Prioritize calls from your best channels or keywords Once you know calls from certain marketing interactions convert best, prioritize those callers so they are answered right away. VIP Call Queue Regular Call Queue
- 67. See the marketing source that drove call See info on the caller and their location Arm sales agents with marketing insights on callers Marketing interaction generates a call Analytics on the caller presented to sales agent
- 68. Get a free call assessment from DialogTech Measure & Optimize how your marketing drives phone calls, opportunities, and customers Integrate call data with other marketing and ad platforms Analyze conversations and call outcomes for actionable insights Personalize the call experience to convert callers to customers dialogtech.com | contact@dialogtech.com
- 69. Offers! A. I’d like DialogTech’s offer for free caller analytics and experience assessment B. Get an account analysis by the experts at Hanapin (For accounts spending 15k+/month) C. I’d like both D. No Thanks!
- 70. Live Q&A Time!
- 71. #thinkppc Thank you for attending our webinar! #thinkppc Contact Hanapin Directly: marketing@hanapinmarketing.com Contact DialogTech Directly: contact@dialogtech.com Hanapin Marketing | The PPC Agency of Experts Behind PPC Hero and Hero Conf