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July 2018 Digital Marketing Roundtable: Keeping Up With Digital
- 3. A Brief MessageFrom Sarah âI wish could be there with you, but I have some important business I needed to attend to.â
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- 5. Our Panelists Justin Kerley Directorof Searching Marketing Chad Spaude Director of Web Services Emily Brandt Social Media Specialist
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- 7. The Inevitable Changes inDigital Marketing Ryan Miller
- 8. Whatâs Happened? Search EngineOptimization Pay-Per-Click Social Media Email Marketing
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- 11. HTTPS October 2017 Secure WebExperience (Encryption, Data Integrity, Authentication) Ranking Signals (Google favors secure websites) + User Experience (visitor comfort) Convert Website to HTTPS and Update Current Redirects
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- 13. Voice Search Growth November2017 Searches using our voices â cell phones, Google Home, Amazon Alexa Growth in users making searches using their voices Conversational optimization â conversational keywords, FAQ pages, structured data markup (schema tags)
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- 15. Mobile-First Indexing January 2018 Rankingfactors based on mobile version of website Mobile/responsive version of a webpage is whatâs crawled first and determined for ranking Make sure website is responsive/has a mobile version
- 16. HTTPS November 2017 October 2017 Voice Search SEO Mobile- First Indexin gJanuary2018 July 2018 Mobile- geddonP art 2
- 17. Mobilegeddon Part 2 July2018 Mobile page speed becomes a ranking factor Websites will rank higher when mobile versions load quickly Consider using the PageSpeed report and LightHouse
- 18. HTTPS October 2017 November 2017 Voice Search SEO Mobile- First Indexin gJanuary2018 Chrome Non- HTTPS July 2018 July 2017 Mobile- geddon Part 2
- 19. Chrome Non-HTTPS July 2018 Chromebrowser will mark non-HTTPS sites as ânot secureâ Chrome warns visitors to avoid providing sensitive information to prevent attackers Consider migrating your website from HTTP to HTTPS immediately
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- 22. Outstream Video Ads April2018 Video advertisements operating on mobile devices across Google video partner mobile sites and apps Similar to banner ads, users will see a volumeless video ad displayed Depending on market, consider using this feature to build brand awareness
- 23. Outstream Video Ads April 2018 April2018 Phrase Free Campaigns PPC
- 24. Phrase Free Campaigns April2018 Google My Business Ads displaying without keywords GMB ads display with information like address and category instead of set keywords Currently experimenting â when launched, consider joining the bidding war
- 25. Outstream Video Ads April 2018 April2018 Phrase Free Campaigns PPC Responsive Search Ads Headlines May 2018
- 26. Responsive Search Ad Headlines May2018 More ad headline possibilities and description characters Machine learning models do the work. More combinations means more opportunities to compete. Once rolled out â use it to increase opportunity for exposure in AdWords campaigns
- 27. Outstream Video Ads April 2018 April2018 Phrase Free Campaigns PPC Responsive Search Ads Headlines May 2018 May 2018 Audience Network
- 28. Audience Network May 2018 Newdisplay network combining search signals, AI assets and audience graph Additional audience reach that cannot be accessed through Google + Facebook If doing Bing advertising, consider Audience Ad Campaigns for extended reach
- 29. Outstream Video Ads April 2018 April2018 Phrase Free Campaigns PPC Responsive Search Ads Headlines May 2018 Google Rebranding June 2018 May 2018 Audience Network
- 30. Google Rebranding June 2018 RetiringAdWords & DoubleClick brands to simplify Three primary brands â Google Ads, Google Marketing Platform, Google Ad Manager Become familiar with these services and evaluate how they can impact your business
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- 33. Videos On YouTube January2018 The second largest search engine in the world â exposure with user convenience Potential leads heavily using YouTube for research and engagement Consider using YouTube to get relevant content out that is beneficial to audience
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- 35. Facebook Newsfeed Throttle January 2018 LessBusiness, More Personal Organic posting doesnât have the same presence Facebook Advertising
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- 37. Dark Social February 2018 Digitalword-of-mouth sharing Engagement that cannot be tracked/monitored Reference it when analyzing metrics with no clear pathway
- 38. Videos On YouTubeJanuary 2018 January 2018 Facebook Newsfeed Throttle SOCIAL Dark SocialFebruary2018 June 2018 Instagram TV â IGTV
- 39. Instagram TV -âIGTVâ June 2018 Hour long video uploads Brands and Companies will have access to sharing relevant content to their audience Share events, employee and product highlights, how-toâs
- 40. Videos On YouTubeJanuary 2018 January 2018 Facebook Newsfeed Throttle SOCIAL Dark SocialFebruary2018 Facebook Snooze June 2018 June 2018 Instagram TV - IGTV
- 41. Facebook Snooze June 2018 Usekeywords to block content Users can hide posts in their newsfeed for 30 days based on set keywords Consider your presence on Facebook
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- 44. Interactive Email December 2017 Functionalityfor users to take actions within an email Users can engage via dropdowns/navigation, photo galleries, quizzes and polls + events can be tracked Design and develop e-mail campaigns that encourage the user to interact with the e-mail
- 45. Interactiv e Email December 2017 February2018 Artificial Intelligen ce EMAIL
- 46. Artificial Intelligence (AI) February 2018 AmazonAlexa, Google Home and Siri AI records conversational searches Consider listening to conversations consumers have with AI â build content, send times and promotion ideas around them
- 47. Interacti ve Email December 2017 February2018 Artificial Intelligen ce EMAIL Chatbots May 2018
- 48. Chatbots May 2018 Computer programspowered by AI designed to improve customer experience and communications Improve engagement, response-rate and content distribution Implement Chatbots on website and use e-mail marketing to seal the deal
- 49. Interactiv e Email December 2017 February2018 Artificial Intelligen ce EMAIL Chatbots May 2018 June 2018 Marketing Automation
- 50. Marketing Automation June 2018 Eliminatingrepetitive tasks while continuing to engage with customers automatically Target people based on behavior, preferences and history Implement MA into your e-mail strategy to enhance user experience
- 51. General Data Protection Regulation (GDPR) May2018 Regulation in Europe protecting user data Websites can be in violation and ultimately penalized Ensure your website is GDPR compliant â forms, security, disclaimers, etc.
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- 60. WorkWise is⌠⢠Developerof OnContact CRM & WorkWise ERP ⢠Headquartered in Menomonee Falls ⢠Award Winning Company & Products
- 61. OnContact CRM Choose whetheryou want to deploy OnContact CRM in the cloud or on-premise. You can always switch if your needs change. IN THE CLOUD â Campaign Management â Email Marketing â Email Designer MARKETING AUTOMATION â Lead Qualificationâ Lead Scoring â Landing Page Integration â Web Visitor Tracking CUSTOMER SERVICE â Incident Management â Defect Tracking â Knowledge Base â Asset & Contract Management â Pipeline Management â Relationship Management â Workflow Automation MANAGEMENT â Reporting & Dashboards â Productivity Analysis Choose whether you want to deploy OnContact CRM in the cloud or on-premise. You can always switch if your needs change. ON-PREMISE â Customization â QuickBooks Integration â Integration TOOLS â Document Management â Deduplication â Security â Powered by Google Maps â Supports Filtering â Embedded in OnContact CRM MAPPING â Map Companies, Contacts, Opportunities & Leads â Contact Management â Opportunity Management SALES â Quotation Management â Mobile CRM â Social CRM
- 64. How many Fridaythe 13th Movies were released? 12
- 65. Our Panelists Justin Kerley Directorof Searching Marketing Chad Spaude Director of Web Services Emily Brandt Social Media Specialist
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- 69. "Programmatic buying isthe gluten of advertisingâ â Jimmy Kimmel
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- 71. Definition #1: âProgrammaticâ Programmatic Advertising isthe method that publishers and advertisers use to sell and buy online ads through an exchange.
- 72. Definition #2: âSupply-Side Platformâ Asupply-side platform (SSP) is a piece of software used to sell advertising in an automated fashion. SSPs are most often used by online publishers to help
- 73. Definition #3: âDemand-Side Platformâ A demand-side platform(DSP) is a system that allows buyers of digital advertising inventory to manage multiple ad exchange and data exchange accounts through one
- 74. Definition #4: âReal-Time-Biddingâ RTB (Real-Time- Bidding)is the process of buying/selling ad inventory in milliseconds based on user data.
- 75. Letâs See thisPlay Out:
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- 80. Overview AdWords (GDN) Google Display Network Text,Image and Video Ads Cost-per-click No Minimum ad spend DoubleClick Access to 100+ ad exchanges Image, Rich Media, Native and Video Ads Cost-per-million impressions $20K / month minimum ad spend
- 81. Targeting AdWords (GDN) Device targeting Somedemographics, location, topics, interests Remarketing to users whom have previously visited your website GDN user data DoubleClick Desktop, Mobile, Tablet, Smart TV Advanced Targeting capabilities â locations, demographics, interests. Segment previous visitors and new users
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- 83. Bidding Options AdWords (GDN) 3options: Automated Bidding Custom Bids Bid Adjustments DoubleClick 2 options: Automated bidding Manual bidding
- 85. LinkedIn Ads Ad Types In-Mail TextAds (not recommended) Image Ads Video Ads (New) Targeting Account Targeting (ABM) Contact Targeting (email lists) Website Retargeting Profile: job title, company, industry, seniority and more.
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- 87. Step 1: Targetingyour ideal audience Platform: LinkedIn Define your audience: Job, Industry, Company, Seniority, etc. Great place to promote content and create brand
- 88. Step 1: Targetingyour ideal audience
- 89. Step 1: Targetingyour ideal audience
- 90. Step 2: CombineTargeting Methods Platform: GDN (AdWords) Refine your audience even further by targeting based on interests
- 91. Step 2: CombineTargeting Methods Target based on interests: Affinity Audiences Custom Affinity Audiences In-Market Audiences
- 92. Step 2 :Combine Targeting Methods Target based on demographics:
- 93. Step 3: LayerRemarketing Platform: GDN (AdWords) Now that youâve captured your initial audience⌠begin to remarket
- 94. Step 3: LayerRemarketing AdWords Remarketing Under âchoose how to target your adsâ ď âinterests and remarketingâ Google will give you a tag (a piece of code) to be installed on all of your websiteâs pages to track âhitsâ Your default remarketing list is âAll Visitorsâ
- 95. Step 3: Remarketing Otherremarketing options: Video remarketing Dynamic remarketing Customer list remarketing Remarketing for search ads
- 96. Step 4: A/BTest Ads and Find a Champion Test: Call to actions Colors, images and backgrounds Value propositions Landing Page Forms âOptimizeâ vs. âRotate Indefinitelyâ
- 97. Take the Plungeinto Programmatic Criteria: Budget Audience
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Editor's Notes
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- #61Â Use the other slide that mentions ERP if selling CRM to a Manufacturer who might be interested in ERP. Otherwise just stay focused on CRM.
- #62Â The key points to this slide are: OnContact is a complete CRM to support the needs of sales, customer service, marketing and management You get everything for one price including mobile â no extra charges for advanced features You have the choice of deploying in the Cloud or On Premise â both are the same product and functionality
- #64Â Tailor this slide to add customers that are relevant in industry, geography or use WorkWise ERP Find customers you know to tell a quick story on their success relevant to your prospectâs situation.
- #69Â Thank, introduce What programmatic is, how programmatic platforms like DoubleClick compare to AdWords GDN and social media display capabilities. How you can achieve what programmatic platforms can achieve with a smaller budget. Explain disclaimer (Adwords = Google Ads, DoubleClick = Google Marketing Platform)
- #70Â Show of hands How âGlutenâ is a buzzword
- #71Â Starting from basics â go over some âmainâ definitions
- #72Â Programmatic Advertising is the method that publishers and advertisers use to sell and buy online ads through an exchange.â Uses machines or online platforms to both buy and sell ad inventory. Programmatic platforms are used by both marketers & publishers Explain traditional buying. A marketer would go to a publisher directly to purchase ad inventory, which involved negotiation RFP etc. AKA human involvement and manual work. Now, you can automatically, place bids on ad spaces that are selected based on the type of audience you are trying to reach. Publishers get the best price on inventory. Programmatic refers to display. Explain paid search difference.
- #73Â âA supply-side platform (SSP) is a piece of software used to sell advertising in an automated fashion. SSPs are most often used by online publishers to help them sell display, video and mobile ads.â The platform that automates the process of selling inventory. Takes a look at what buyers are out there, and finds the highest bid out there. Designed to maximize the prices their impressions sell at.
- #74Â âA demand-side platform (DSP) is a system that allows buyers of digital advertising inventory to manage multiple ad exchange and data exchange accounts through one interface.â Opposite of SSP, the platform used to buy ad inventory. Ad inventory that reaches your ideal, or target audience. DSPs and SSPs often have the same platform but with different interfaces. So DoubleClick has âDoubleClick for Publishersâ.
- #75Â âRTB (Real-Time-Bidding) is the process of buying/selling ad inventory in milliseconds based on current user dataâ Often used interchangeably. Not all programmatic advertising used RTB. Programmatic determines what ad inventory will be bought and sold, and RTB is simply the method of purchasing. RTB involves an online auction in an open marketplace where other bidders have the opportunity to purchase an ad space, and the decision based on who has the highest bid is made in millisecond. Ad space that is sold is determined by the target audience.
- #76Â https://youtu.be/vZykSJxdDhE
- #77Â Publisher = Wookiepedia Ad (Marketer) = StarWars Legos
- #78Â Publisher = NPR Ad (Marketer) = Terminix
- #79Â Talk about the capabilities of DoubleClick, and how it compares to other platforms with display capabilities
- #80Â Who has used AdWords specifically for display? DoubleClick? In a Nutshell: AdWords has both a search network and a display network (we will be talking about display). Both have similar targeting methods â by domain and keywords. Display network expands this, and factors in other user data like interests and behavior. DoubleClick takes behavior/interest targeting to the next level. Acquires/processes data more quickly
- #81Â Difference between GDN and Third-Party Data Providers Google Display only allows you to purchase inventory only with publishers who are registered with the Google Display Network (Publishers use AdSense). DoubleClick has access to over 100 ad exchanges (therefore more publishers) 1 billion publishers vs 2 million Difference in creative options (rich media and native ads) Difference in purchasing (cost-per-click vs. cost per million impressions) Lastly, no minimum ad spend vs. $20,000/month. So even though DoubleClick boasts stronger targeting and more access to various ad exchanges, itâs far more expensive.
- #82Â Device targeting â DoubleClick has expanded to integrate Smart TVs and TV apps (Hulu) Both can target by locations, demographics and interests, however DoubleClick is more advanced (3rd party data) Both can remarket, but DoubleClick is more efficient at segmenting out previous visitors and those who have never been on your website before (good for testing ad creative). Most important thing: DoubleClick has access to 35 third-party providers where GDN can only collect behavioral data from users within the GDN.
- #83Â Explain what is on screen Third party data is information that is collected by a separate platform. Third party platforms essentially pay publishers for details about their users so they can put âprofilesâ together. They then sell these âprofilesâ to advertisers and DSPs like DoubleClick. This information provides more behavioral data which can then be used to cast your net wider and target more users.
- #84Â Both offer automated bidding Automatically adjusts based on what goals you have set, whether thatâs optimized for clicks, ad placement or something else. GDN also offers: Custom bids allows you to set the max CPC for individual keywords or other targeting methods like placements, interests, etc. Bid adjustments increase/decrease bids by a certain percentage i.e. Increase bids on users who are retuning visitors by 30% DoubleClick also offers: Manual bid optimization, changing your bids per each ad.
- #85Â Question â Who uses LinkedIn? Social is another option for display ads. Limited to just that social platform as a publisher, but you have unique targeting capabilities.
- #86Â Ad types In-mail Text ads Image ads Video ads (new) Targeting Account Contact targeting Website retargeting Profile (industry, employer, etc.) Bidding More expensive than GDN CPC 2.56 vs. 12.88
- #87Â Programmatic platforms do have some strong capabilities when it comes to targeting audiences and the number of publisher platforms. Captures wide net, while still targeting relevant users Hereâs how you can target relevant users while taking advantage of lower-budget platforms
- #88Â Work through funnel â first stage is to build awareness Target demographics w/ LinkedIn (good for B2B) Promote content
- #89Â Location, industry, job title = 21,000
- #90Â More targeting options
- #91Â Use GDN to bring in audience based on interests and topics
- #92Â Affinity audience â 80 different categories Custom affinity â by keywords on page In-Market â reach audience while they are actively browsing related products/services
- #93Â GDN has additional demographic based targeting but is limited (age, gender, parental status)
- #94Â As website traffic grows with other marketing efforts, begin to remarket. This is recommended not just before your audience converts, but to those who have already converted as well.
- #95Â In remarketing campaign, select interests & remarketing for your targeting Make sure piece of code is added to you all your website pages Default is âAll Visitorsâ
- #96Â Video â previous youtube watchers Dynamic â show specific products that have been previously viewed Customer list â works best for users who are signed in to Google (upload email list) Remarketing for search â adjust bids to be higher when a user has been to your site before
- #97Â CTAs, Image, colors, value prop, landing pages One thing at a time âOptimizeâ vs. âRotate Indefinitelyâ Use optimize to avoid missing out on opportunities
- #98Â See how capabilities of GDN and LinkedIn can allow you to target your ideal customers at a lower cost Run w/ this until you have the budget and strong audience/remarketing list before diving into programmatic At Top Floor, many of our clients work within this budget, weâve seen a lot of success coming from using these tools alone. Hopefully some of this information will help you get started using these tools in your display advertising journey.