4. Chapter 1: Role of Organic Search in Customer
Acquisition
Chapter 2: Role of Paid Media in Customer
Acquisition
Chapter 3: Brand Building
4
AGENDA
TODAYS CONTENT IN BRIEF
7. Google’s mission is to organize the world‘s
information and make it universally
accessible and useful.
GOOGLE’S MISSION
*Source: www.google.com/about/corporate/company/
8. • Originally developed in 1998
• 1000s of top PHDs have since spent 14 years
to hone, refine and firewall
• 500+ updates a year
• Do you think we have intelligence to crack it?
GOOGLE
9. • The old Googlebot was very simple
• It harvested URLs for indexing if it did
not understand what it was looking at it
would give up and go home
• Hence Flash/Javascripts, non w3c
standard code would cause a whole
host of problems
• Things have changed….
GOOGLEBOT
10. • The dawn of headless browsers…
• How long has Google been doing this?
JUST HOW SMART ARE SEARCH ROBOTS?
*source: www.seomoz.org/blog/just-how-smart-are-search-robots
11. • Hummingbird
• Knowledge Graph Expansion
• Penguin 2.1, 2.1 (#1), 2.1 (#2) etc…
• Attribution update
• Farmer (ad to content ratios)
• Schema.org
• rel="next" rel="previous"
• Pagination Elements
• Panda 2.0, 2.1, 2.2…. 3.1 etc…
• EMD
• Expanded sitelinks
• Freshness Update
• Just launched… Dec 10 pack
– Park domains, content ownership & scraper sites, rare words, fresher
results, tablet tweaks
SOME OF 2011-2014 BIG UPDATES
12. Whilst addressing the US congress Eric Schmit
(Google CEO) stated that there were 516
algorithmic updates committed live in 2010,
what was really scary is that he also said that
they tested
13,000
Does SEO as we know it have a future?
ERIC SCHMIDT
18. …to organize the world‘s information,
make it universally accessible and
useful.
…so create Information that is:
– Organized
– Universally accessible
– Useful
simple!
THE MISSION
21. • Text
• Visuals
• Sounds
• In code
• Through learning or interaction
If we have to take Google seriously we have to
think of all of these…
HOW IS INFORMATION DISSEMINATED?
22. Content should be the spinal cord
of all our digital endeavors.
OUR BELIEF
THIS IS NOW THE NUMBER ONE FUNDAMENTAL FOR SEO
23. • Forms of content:
– Text (News, PR, How to guides, Knowledge,
Product info)
– Interactive / UGC (User Generated Content)
– Images
– Video
– Audio / Music / Podcasts
– Applications / Widgets / Games
CONTENT IS THEREFORE KEY
25. • Site structure
• Content structure
• Location settings
• Sign posting
HOW DO WE ORGANISE?
26. • Clear text based navigation
• Logical organised parent/child hierarchical
structure
• Matching URL paths and navigation
breadcrumbs
Breadcrumb Path:
Home > News > 2008 > Article name
URL path:
mysite.com/news/2008/article-name.html
Use Mircoformats to mark up breadcrumb
SITE STRUCTURE
Parent
Child
27. • Clear addressing:
– XML sitemaps
(news, mobile, video, images, blog etc.)
– HTML sitemaps
– robots.txt
• Content duplication:
– Domain/page canonicalisation (301)
– Content canonicalisation (rel="canonical")
• Site search functionality
• Use Webmaster Tools!
• Error handling (4XX/5XX)
SITE STRUCTURE
28. • Content must be indexable
• Content should be semantically marked up
– <title>, meta="description", <H1>, alt="",title=""
• Use microdata, microformats or RDFa:
CONTENT STRUCTURE
29. POSSIBLE SNIPPETS
• Reviews
• Ratings
• Breadcrumbs
• Logo
• Images
• Videos
• Author
• Publisher
• Address
• Phone Number
• E-mail
• Price
30. • Consolidate local content:
– www.mysite.com/us
– us.mysite.com/
• Inform Google through WMT
• Submit for local search
results, Google places
LOCATION SETTINGS
31. • If you want to have your content found you need
to sign the way
• Clearly link internally with the context and
signposts you wish to be found for:
– Read More about pizza in Bandra
– Read More about pizza in Bandra
• Navigational links should follow your content
structure as well as carry the context of the
content
SIGN POSTING
33. • Simple, create content that is useful!
• Content is not only text it can be of all types:
– Video, applications, news, reviews, articles, games
etc.
• So why limit yourself?
• If your users find you useful so will Google!
HOW TO BE USEFUL?
34. • Google is the closest thing to a
mind reader
• It is an intent engine that wants
to deliver the content that best
answers a users intent
• As such you must create content
that answers this intent…
INTENT MAPPING
35. • User could be researching to buy a camera
• User may want to know how a camera works
• User may want to know the history of cameras
• User may want to understand the definition
• User may want to know what types of cameras there are
• Looking for images or even a video
• User may want to know if the camera in McDonalds was actually
working…
Will your content answer all of these intents?
Probably not.
UNDERSTAND THE INTENT OF THE USER
36. • A bounce from your content is a
definite sign that your webpage did
not answer the intent of the user
• Bounce rate is therefore a definite
sign that Google can use to
understand that your content is
therefore not usable for the user
BOUNCE RATES
37. • The first 2 seconds that the user sees your
page are the most important. If you do not
engage you lose the user and get a bounce
• Google personalizes results so if you didn’t do
a good job the first time you won’t get a
second chance!
• Web pages therefore must be crafted to be
superfast and clearly map a users intent
FIRST IMPRESSIONS COUNT
38. Search on “information management”
IBM
CASE STUDY
Page does not
connect with
the visitors
38
39. • Show the user what he wants and where he
wants it … answer his intent!
• Give a clear signpost of what you want the user
to do next never assume he knows
• If he clicks and engages you have succeeded in
some way to answer the user’s intent
• Give all the information and answers in clear
logical fashion that the user can easily navigate
PAGE DESIGN / USABILITY
40. • LINKS MUST BE USEFUL!
• Good links:
– Should be within context and relevant
– They should lead users to related information
– Navigate users to a next phase
– Should come from good content
– Should endorse content
– Give value to content
– But above all be useful
• If they are not useful they are SPAM (period)
LINKS
41. • A very good gauge of how useful or not your
content is, is if you are being clicked on or not
• If you’re being shown but you are not being
clicked… what’s Google going to think?
USELESS!
CLICK ABILITY
42. • Meta content is key to making your content useful
– <title><title/>
– <meta name="description" content=""/>
• It’s the only tool you have to sell your content
• Google has been mapping CTR in Adwords since 2002
don’t think for a second that this does not apply in SEO
• Do not think of keyword spamming think engagement /
map intent, write something people will want to click
on
META
52. Targets:
• Low quality links / Paid links
• Irrelevance
• Over optimised anchor texts
• Automation
THE PENGUIN UPDATES
THE END OF SPAMMY LINKS
53. The Fix:
• Avoid links from poor
quality resources
• Avoid unnaturally high
frequencies of exact
match anchors
• Use the disavow tool
PENGUIN UPDATE
WHAT TO DO?
55. The Fix:
• Create brilliant unique
content that engages and is
above all useful
• Avoid content networks
• No content spinning
• Author and link your
content
• Manage bounce rates
PANDA UPDATE
WHAT TO DO?
Rolling updates!
62. • Google has been using social media to gauge
how useful content is for a long time
• After all you can’t beat human sentiment to
understand if something is good or bad
• Social Signals give you this
SOCIAL MEDIA
63. • Social interactions such as comments, likes,
shares, tweets, +1s are effectively endorsements
• More so reviews with integrated microdata these
are extremely good for giving weight and value to
content
• After all these are real endorsements of content
as opposed to your easily manipulated or
contrived links
SOCIAL MEDIA
64. • SEOmoz investigations found that Google used
to use Twitter and Facebook as a direct
measure of sentiment… Google denied…
• It was true there was a time you could use
twitter to generate instant results in Google…
but not anymore
TWITTER
65. The principle is simple - what could be better for
Google than an actual person endorsing
content?
…you own the person!
INTEGRATION OF SOCIAL
67. Twitter and Facebook would not play with
Google
So Google did it alone..
INTEGRATION
68. • Through Google+ Google will deliver 100
times better results
• If they truly know you, your friends, what you
like, what you don’t like, they can advertise
and personalise information for you and only…
YOU!
GOOGLE+
69. • Simplistically if my friends like it surely I will
like it….
HOW DOES THIS EFFECT PERSONLISED SEARCH?
70. • If you do not begin to build a sentiment graph
for your content where influencers share and
like your content and link back to you, you will
not be the most useful popular guy in town
someone else will
HOW DOES THIS EFFECT SEO?
72. Not possible…
• Google controls
– The people
– The content
• They can see
– The intricacies of the connections
– The IPs of the users the types and places of the +1s, the frequency and
from where
BLACK: SOCIAL SPAM?
GOOGLE+
73. Not possible…
• Aggressive in built vetting system to detect fraud and delete
fake accounts
BLACK: SOCIAL SPAM?
FACEBOOK
74. Not possible…
• No followers where is the value?
BLACK: SOCIAL SPAM?
TWITTER
77. 77
DIRECT BENEFIT OF SOCIAL SIGNALS
BRAND VISIBILITY TRAFFIC GENERATION
CONTENT
The viral
connect of
Social Signals
is like a
sounding
beacon of
content
quality…
89. “
MATT CUTTS SAYS …
HTTPS://WWW.YOUTUBE.COM/WATCH?V=UDQTSM-6QBQ
We Don’t Use Twitter Or
Facebook Social Signals To Rank
Pages!
90. • Mr. Cutt’s has a known reputation for disclosing half
truths!
• Interestingly, he said nothing about Google+ Social
Signals
• Do we stop using Facebook and Twitter for SEO?
90
GOOGLE ESPIONAGE
92. Homepage
Product
Page
Info Page
Contact
Page
Tell-tale signs:
• Disproportionate number
of links to a single page
• High proportion exact
match anchors
• Large number of links
with no links to the link
• Poor quality resources
linking
SEO OF OLD
BUILD AS MANY LINKS AS POSSIBLE TO DESIRED RANKING PAGE
Penguin and Panda are gonna get yah!
93. Homepage
Product
Page
Details
More info
Info Page
Contact
Page
The new approach:
• Create brilliant content
• Market that content
• Vary the link footprint
• Link to all parts of the site
• Only link links that are
useful to the user i.e.
relevant
• Socialize your linking
content and your pages
• Use all forms of content
to link
SEO TODAY
CREATE QUALITY CONTENT THAT IS USEFUL AND LINK FROM IT.
98. • If the content that links to you has no links where
is the value?
Ask Yourself:
• Why would someone link to your linking content?
Because the content is
good!
LINKS TO LINKS
THE NEED FOR CONTENT MARKETING
99. 5%
10%
75%
10%
Unnatural Link Footprints
Brand keywords
Brand + Exact
Exact Match
Other
LINK RATIO
AVOID HIGH VOLUMES OF EXACT MATCH ANCHOR TEXTS
50%
15%
10%
25%
Natural Link Footprints
Use internal link architecture and anchors to
pass context rather than external anchors
100. IDENTIFYING GOOD LINKS
TELL-TALE SIGNS OF A GOOD LINK
• Has anyone shared it on
social media platforms
• Has anyone linked to it
• Does the link carry
PageRank
• Has there been any social
interactions / comments
• Has Google cached the
page?
• Does the content rank for
it’s title in the SERPs?
103. AUTHORRANK
THE NEW PAGERANK
Avg. PR of
Content
+1s / Shares per
post
Relative
authority on
non-Google
social platforms
Authority of
publishing site
Posting
frequency
# of circlers
Outside
authority
indicators
Google+
engagement
level
106. • Universal Accessibility primarily means your
content being accessed by anyone, anyhow,
anywhere
• Google has broadened its reach to mobile,
social media it won’t be long before Google TV
arrives although you could argue it already has
through YouTube
UNIVERSAL ACCESSIBILITY
107. • So we know that Google is going
universal
• Mobile was the first step on this
ladder
– Android
• TV will be next
• Before you know it Google will be on
your watch! … in fact it already has.
• Is your content universally
accessible?
THE FUTURE
108. • For India especially this is a huge growth area
• Internet enabled handsets for less than
₹4,000/-
• What to do…
MOBILE
109. • Create organised, useful, accessible information!
• Create sites that function effectively on multiple
platforms
• Organise them in much the same way you would
your main site
• Optimise the user experience, simplify things and
give the consumers what they want
FOLLOW THE MISSION
110. • Design content that is navigable and engages on small screens
• Keep it very light… shy away from heavy images
• Link mobile content to mobile content
• Link directly from your site
• HTML5
• Use standard naming conventions for mobile content:
– m.mysite.com
– mobile.mysite.com
– www.mysite.com/mobile/
• Build for unique operating platforms
• Use redirects for mobile user-agents
– Remember whatever the user sees ensure the googlebot sees!
TIPS AND TRICKS
111. • Multi-lingual text has rocketed after the launch of
mobile devices
• Multi-lingual searches bound to boom!
• Huge opportunity for businesses to tap into this market
• Develop multi-lingual websites, apps and other content
pieces
• Start mobile first
MULTI-LINGUAL SEO
112. • Universally accessible could also be construed to
all things web
• Can you be found universally?
– YouTube
– Facebook
– Twitter
– LinkedIn
– Images
• Are you there?
WEB PRESENCE OPTIMISATION
120. Will this make my information organized,
universally available and useful?
If the answer’s yes then we do it!
CONCLUSION
IF YOU’RE NOT SURE ABOUT SOMETHING ASK YOURSELF…
121. ROLE OF PAID MEDIA IN CUSTOMER
ACQUISITION
Chapter 2
121
127. • At the campaign level you define the following:
– Type
• Content
• Search
• YouTube
– Budgets
– Targeting / Delivery method (Search, Partners, GDN, ICM,
Remarketing, YouTube etc.)
– Scheduling
– Bid rules
– Site links enabling
127
CAMPAIGNS
128. 128
AD UNITS
BASIC TEXT UNIT
Title (25 Characters)
Display URL (35 Characters)
Description line 1 (35 Characters)
Description line 2 (35 Characters)
129. • Ad groups are collections of ad units and in
some cases keywords (Search) that trigger
within the campaign.
• Ad units:
– Video
– Mobile
– Display
– Text
– Rich Media
129
AD GROUPS
130. Keyword Match Types:
• broad match
• modified +broad +match
• "phrase match"
• [exact match]
Match Modifiers:
• -negatives
• -[embedded match]
130
KEYWORD (MATCH TYPES)
TEXT AD TARGETING
134. 134
AD TEXT
Keyword Ad text
Landing
page
Relevancy
Ad copies to match
the user intent and
hence being most
Relevant
Separate ad copies for
brand, core and
product to be created
to map user’s intent
Brand
Core
Product
137. • Google is now the closest thing to the
worlds first mind reader
• It displays content and results in time
with users intent
• It does this by mapping the intent of
the user against the context of a page
• The art of creating good content is to
therefore map content to the intent of
users
• Google will then connect the dots...
137
GOOGLE THE MIND READER
138. • When a user searches on Google they put their
exact intent into the search box
• Google serves results that answers that exact
intent
• Our content must therefore exactly match with
what it is the user searches for
• Therefore simplicity is key
INTENT MAPPING
138
139. • Intent Mapping must be upheld through the
entire path to conversion
• This is done by at first answering the intent
but then driving and creating a new intent
• Ad texts and landing pages carry these two
roles and must marry accordingly
139
THE PATH TO CONVERSION
142. • The Dropdown Extension allows advertisers to place a button
on their search ads, letting users direct themselves to a more
relevant landing page.
• It can boost CTR, and essentially removes an entire click/page
from the conversion process.
• Available only in US
DROP DOWN EXTENSIONS
143. • The communication ad extension allows
AdWords advertisers to collect email leads
directly from Google search.
• Email leads are delivered to the advertiser as-
is, not masked.
COMMUNICATIONS EXTENSIONS
HOW IT WORKS ?
145. • Users can perform an internal site search of the advertiser’s
web site right from the search results.
• After users types in a search query and clicks the “Search
Now” button, they are taken to the product search results
page on the advertiser’s site.
FORM EXTENSIONS
146. • Whether you have multiple
storefronts you'd like to
promote locally, or a single
storefront, location extensions
can help attract customers who
may be just around the corner
and those searching for a
business in an area they're
planning to visit soon.
LOCATION EXTENSIONS
147. • Seller rating extensions make
it easier for potential
customers to identify highly-
rated merchants when they're
searching on Google by
attaching your star rating from
Google Product Search to your
AdWords ads.
• These star ratings, gathered
from review sites all around
the web, allow people to find
merchants that are highly
recommended by online
shoppers like them.
SELLER RATINGS EXTENSIONS
148. • Show a link to your mobile or tablet app right
below your ad
APP EXTENSIONS
149. • Review extensions let customers know that a reputable, third-party source
agrees.
• Adding a quote from a positive review, award, or accolade to the text
beneath your ads gives potential customers one more reason to click
• You can use a paraphrased or exact quote, as long as it’s attributed and
linked to the published source. You aren’t charged for clicks on reviews
but, as always, you’re charged for clicks on the ad itself.
REVIEW EXTENSIONS
150. • Show how many Google+ page followers your
business has on your ads.
SOCIAL ANNOTATIONS
151. • Call extensions help generate calls for your business by
showing a phone number next to your full ad on Google
search.
• Choose to show a toll-free Google forwarding number with
your ads and you’ll get detailed reporting on calls generated
by your campaign right in AdWords.
CALL EXTENSIONS
152. • They give users more options, and deliver advertisers
more clicks.
• On average, the click through rate is 30% higher for
ads with sitelinks than those without.
ENHANCED SITELINKS
153. • Select an existing YouTube video to
serve with your customer’s search ad
when relevant. A video thumbnail will
serve with their search ad, as in the
mock alongside.
• When a user clicks on the video
thumbnail, the video plays directly
from the search results page in a full
screen ‘lightbox’ you see below. This
is a charged click.
VIDEO EXTENSIONS
155. • Dynamic optimisation of the landing page’s core
SEO elements to carry the exact keyword
searched for
• Can be masked or be made visually live
• Increases page relevancy and thus Google Quality
scores by up to 35% which can reduce CPCs by
20%
• Requires scripting to the landing page as well as
integration with iProspect servers
QSO – QUALITY SCORE OPTIMISER
156. • Dynamic scripting that will dynamically write
ads based on search query and client data /
API feeds
• Examples of product use:
– Dynamic pricing in ads
– Dynamic inventory checks
– Facebook / 3rd party API pulls
– Dynamic creative (imagery)
API SNIFFER
DYNAMIC ADS WITH DYNAMIC LANDING PAGES
157. • Dynamic ads that count down and then switch off when the offer is
closed.
Example creative:
• 5 days left until the launch of a car
• 4 hours left to buy an offer
• 3 days left to sign up
• 2 days left to join
• 1 day left until livecast
• 1 hour left until tweetup
• 24 min 53 sec until offer closes
• Tweetup with X now on!
• Our countdown ads won a global award last year for our work with
Chevrolet
COUNT DOWN ADS
162. Targeting Option How it works
Contextual (Automatic Placements) Google evaluates all the keywords in a Display ad group and
places your ads on Websites that match this theme
Managed Placements Select the specific sites where you want your ads to run.
Topics Targets your ads to websites that include content about topics
you select
Interest Category Marketing (ICM) Targets your ads to users with specific interests based on
websites they visit
Remarketing Shows ads to people who previously visited your site
Display Content Optimiser (DCO) Google automatically optimizes both targeting and bidding to
find additional conversions
Inferred Demographics (beta) Targets your ads to users based on gender and age
Affinity Google matches your ads to anyone who has an affinity to
your interest category
In-Market This is the same as ICM but the interest tagging is restricted
to a 7 day cookie
Hybrid This is an hybrid / amalgamation of any of the targeting
options above
MICRO SEGMENTATION & TARGETING ON THE GDN
USING THESE OPTIONS LEAD TO BETTER EFFICIENCIES AND
PERFORMANCE
163. • Targeting full screen
adverts that trigger
based upon the emails a
consumer has.
AMEX Example:
Anyone with an email from:
@citibank.com,
@sbicard.com,
@dspblackrock.com etc.
will see a full page ad for
AMEX in their Gmail.
GSP
IN GMAIL ADVERTISING (ONLY USD, CAD, GBP, EUR)
iProspect India has been running these for 3
weeks now and have conversion results
comparable if not better to GDN results
165. 54,025,000
Watched an online video on their PC’s
74%
Of internet users in
Indian Visited an
Entertainment Site
31.5
Million viewers watched
Videos on Google Sites
(YouTube)
27%
Increase in the Indian
online video audience
over a year
165
ENTERTAINMENT AND ONLINE VIDEO
YOUTUBE IS THE NUMBER ONE VIDEO DESTINATION
185. Automated rules and
portfolio bid
management
Dynamic keyword and
copy creation
Cross-Channel
Integration and
Attribution
Flexible scheduled
and on-demand
reporting
Single
Platform
WHAT IS CAMPAIGN AUTOMATION?
185
189. 189
TODAY’S BID SOLUTIONS ARE INCOMPLETE
RULES OR PORTFOLIO? WHY NOT BOTH?
Rules
Based
Portfolio
Based
Long “Learning”
Period
Often Bids The
Tail Down
Black Box
Complex
Configuration
Bids Head Terms
Only
User Control
Transparency?
Seasonality?
Integration?
Historically marketers had to choose between
rules based and portfolio solutions.
…yet both options frequently lack
support for key requirements.
193. Advertise Your Entire Catalog
• Automatically create campaigns, groups,
keywords, and creative
Leverage Multiple Data Sources
• CSE feeds, XML, Site Crawler, Bulk Sheet
Dynamically Insert Data Into Creative
• Item, Brand, Color, Size, Price, Sku
Deep Link Users to Relevant Pages
• Products, category pages, site search pages
Best Practice Rules Ensure Quality
• Data cleansing rules handle format and length
• Pause ad groups and keywords based on
inventory
DYNAMIC CAMPAIGNS
Get The North Face Surge!
Great selection of laptop backpacks.
Surge is only $99.00
www.PowpBackpacks
Get the JanSport Driver 8!
Great selection of laptop backpacks.
Surge is only $99.00
www.Powapt
Get the Kelty Connection!
Great selection of laptop backpacks.
The Connection is only $63.96
PowPowSports.com/LaptopBackpacks
Product Pages
Automated Campaigns
Category Pages
Site Search
Pages
193
195. • Save time reporting across channels with a unified dashboard
• Improve financial performance with accurate attribution and bidding
• Incorporate any publisher with an open & extensible platform
195
UNIVERSAL CHANNELS
INSIGHT ACROSS DIGITAL INITIATIVES
196. • Efficient Campaign Creation
• Effortlessly create hundreds of ads and
manage targeting settings across ads in
bulk
• Improve Audience Insight
• Understand performance as it varies by
demographic
• Optimize to Facebook Interactions
• Maximize Likes, RVSPs and App
installations driven by ads
• Maintain Ad Freshness
• Automatically rotate creative to prevent
ad-blindness and drive performance
• Micro-target Audiences
• Efficiently create hundreds of finely
targeted ads with the click of a button
196
MULTI PLATFORM INTEGRATION
FACEBOOK AD MANAGEMENT & OPTIMIZATION
197. • Save time with efficient
reporting and
management
– Promoted Video Ads
– InVideo Static Images
– Banner Ads
– InVideo Text Ads
• Improve financial
performance by accurately
attributing credit to video
197
MANAGE AND OPTIMIZE YOUTUBE CAMPAIGNS
198. • Used to manage and report on all
digital endeavors
• Bid optimization maximizes revenue
and profit
• Expertise is the key, the systems are
only as good as the input
198
AUTOMATION SUMMARY
SINGLE MANAGEMENT PLATFORM
207. • Place re-marketing codes and set up audience
rules on any pages on your website
• Serve search ad copy even more targeted to
the intent of the user than ever before
• Requires a user to visit your website first
207
GOOGLE SEARCH RE-TARGETING
SUMMARY
210. WORKFLOW:
210
3RD PARTY SEARCH RE-TARGETING
SUMMARY
Choose Keywords
Pick creative for each
keyword
Specified Ad displayed
to specific audience
211. • A combination of traditional, Google Search re-
targeting and third party re-targeting should be used to
maximize value from your target audience.
• Experimentation of ad creative for different audience
segments is absolutely essential to ensure highest click-
through rates
211
RE-TARGETING SUMMARY
213. PROGRAMMATIC BUYING
FORECASTED GROWTH
19% of digital media in the US to be bought
through RTB in 2013 – 25% by 2015
US$450m forecasted in APAC in 2013 – over
US$1.3bn by 2015
214. DIGITAL MEDIA BUYING LANDSCAPE IS CHANGING
TRADITIONAL WAY:
Using web sites as a proxy
for users
NEW WAY:
Reaching the desired audience
wherever they are
214
215. A shift from buying “Adspace” to
buying “audience profiles”
FUNDAMENTALLY….
216. PROGRAMMATIC BUYING
THERE IS A WHOLE NEW SET OF JARGON
ADX
Ad Exchange
Technology platform that facilitates
the buying and selling of digital
inventory from multiple sources.
RTB
Real Time Bidding – the process that
sees each impression bought on an
auction basis using a DSP
DSP
A technology platform that allows digital
advertisers to access multiple inventory
sources in a real time bidding (RTB)
environment.
DMP
A technology platform that combines
data from multiple sources including
digital media, website , client sales &
CRM to provide a single view of digital
performance while also housing cookie
pools
SSP
A technology platform which provides
publishers the means to put inventory up
for sale to agencies using a DSP.Stack
Combination of technologies including a
DSP, adserver and DMP that form the
core of a Trading Desk.
217. KEY CONSIDERATION
#1: CREATING BESPOKE AUDIENCES
Publishers
Sell Side
Platforms
AdExchange Networks
Private Market
Place
AUDIENCE DATA
Bespoke Audiences
Facial Care Make Up Users Male Enthusiasts Body Care
218. FROM CLIENT DATA
www.Client.com
*Floodlight
Container Tag
Segmentation Pixel
Modelling Pixel
Search Data
3rd Party Data
Keyword Data Layer
Behavioural Data Layer
Retargeting Data Layer
Audience Extension Data
Layer
*
*
1st Party Data: From
the client website
2nd Party Data: Bought
from data providers
3rd Party Data: From
digital media activity
219. • Trading Desks use multiple different pieces of
technology:
– Demand Side Platform (DSP)
– Ad Serving & Tracking tool
– Data Centre
– Verification software
– Reporting
• Each piece of software can be swapped out for a
different supplier if necessary
KEY CONSIDERATION
#2: BUILDING A TECHNOLOGY “STACK”
220. Verification / Privacy Data
InventoryTechnology
SAMPLE TECH STACK PARTNERS
Campaign
Management
Inventory
Management
Brand Safety
Data
Management
222. • Programmatic Buying is the future – it cannot be ignored
and will drive better ROI from digital campaigns
• There are key considerations to be aware of:
– Focus shifts from buying impressions on websites to building
and targeting audience profiles – a huge amount of data is
needed to do this
– A “Tech Stack” is made up of multiple technologies working
together – test and trial different partners to determine the
right mix
– Clients want to be assured of “brand safety” measures are in
place to protect brand equity – use verification software to
address this
IN SUMMARY
230. 230
It’s all about execution. Our
Facebook ads are effective
when strategically combined
with engaging content &
innovation.
Ford tweets about their use of Facebook Ads
CONTENT IS KING
231. ENGAGE
• Pages allow you to share
content that would interest
you target audience
• Like Ads are the quickest
way to acquire fans
• Engaging in conversations
with fans allows the brand
to deepen relationships &
gain insights
AMPLIFY
• Fan-brand engagement to
create word of mouth
• These are organic in nature &
attract more people
• Facebook ads & sponsored
stories add to the effectiveness
BUILD
• Identity for your business
• Helps in building
personality for the brand
• Connects with the target
audience
• Also allows people to
follow brand they like
FACEBOOK ECOSYSTEM
232. Newsfeed
Tickr
Newsfeed constantly updates you with the list of stories
from people and Pages that you follow on Facebook.
Ticker shows you the things you can already see on
Facebook, but in real time
Timeline is the collection of photos,
stories, & experiences that tell your story.
Some of the include:
• Life events
• Facebook activity log
• Stories from the past
TIMELINE, NEWSFEED & TICKER
233. COVER PHOTO
This is of prime significance since this is the first thing seen on the timeline.
Brands can use it to their benefit if they think thoroughly about using this space. This can be used for the
following:
• Highlight the brand philosophy
• Introduce new products
• Announcements
234. • Calculated through the EdgeRank
Checker
• Measures the average impact of
EdgeRank on a Brand
• EdgeRank Scores are determined per
object, per day with the average Fan
• Helps Brands understand how
EdgeRank impacts their Facebook
marketing efforts
EDGERANK
EdgeRank is an algorithm developed by Facebook to govern what is displayed—
and how high—on the News Feed
AFFINITY : WEIGHT : TIME DECAY : FB?
235. TAB
Option of having up to 12
tabs of which 10 can be
customized
The new tabs give the brand a
bigger frame to show creativity
through the applications
237. REACHING THE RIGHT AUDIENCE
Facebook ads make it very convenient for the brands to reach the
target audience & get the message across
238. • There are 4 main steps to create your advert:
Identify your goals
Define who you want to reach with your advert
Create your advert and set your budget
Understand Facebook's advertising policies and our advert approval process
FACEBOOK ADVERTS
243. • Facebook Sponsored
stories are ads
shown to people
whose friends
already like the page
• These ads are more
expensive but give
better results
CREATING A FACEBOOK SPONSORED
STORY
244. FACEBOOK ADS REACH & RESPONSE
Targeted: Number of users an advert can
reach
Reach: Number of Facebook users who saw
your ad
Social Reach: Number of users who saw
your ad with the name of their friends who
liked the page
Facebook provides an insight
based on number of people who
clicked on your ad V/S those
who connected to the brand
245. MEASUREMENT
TRACKING THE EFFECTIVENESS OF THE EFFORTS
Number of unique people who
have created any content on the
page, This includes ads &
sponsored stories
Number of unique people who have
created a story about your page. This
includes : liking the page, commenting,
sharing, tagging etc.
Number of unique visitors
who were friends with
people who like the page
248. Custom Audiences
• Target audiences based on likes,
demographics and psychographics
Facebook Exchange
• Feed custom audiences through FBX
• Use your own cookie pool
FACEBOOK CUSTOM AUDIENCES
249. • 25 character headline
• 90 character description
• 100x72 pixel image
• Targeting based on demographics
249
FACEBOOK AD FORMATS
SIDE BAR ADS
250. • Advertisers pay to highlight
updates on their brand
• Bought on a CPC basis
• Works well on both a fan
acquisition and sales push
250
FACEBOOK AD FORMATS
NEWS FEED ADS
251. 251
Marketing on Facebook
influences consumer behavior
and leads to increased
purchases for the brands that
leverage the social-networking
site, consulting company
Source: ComScore study The Power of Like 2
DO FACEBOOK ADS WORK?
252. • A three-week Facebook ad campaign for the
Galaxy S3 smartphone:
– Reached over 105 million unique users
– Generated $129 million in sales,
– a 13-times return on a $10 million ad buy.
– Over 20m fans acquired to re-message
252
SAMSUNG CASE STUDY
259. • Promoted Tweets in Search – Target users that
type in specific keywords
• Promoted Tweets in Timelines – Target existing
followers or users like your existing followers
• Cost per engagement model, advertisers pay
when users make an action on the tweet.
259
PROMOTED TWEETS
260. • Visible to all users
• Time, context, event sensitive promoted by advertisers
• Current cost for 1 day is $200,000
260
PROMOTED TRENDS
261. • One day flash sale exclusively on Twitter using
promoted trends and promoted tweets
– Raised maximum $50k dollars for charity
– One of the top 5 sale days ever for Virgin
– Loyalty program had 25% increase in sign-ups
– 4 times increase in number of followers
– 11,000 mentions of the hashtag
261
DO TWITTER ADS WORK?
VIRGIN AMERICA
262. • Facebook and Twitter currently lead the way
in terms of ad revenues for social media
globally and in India
• Twitter remains the growth channel in
particular on their mobile platform
• Social media advertising works best when run
with a innovative content strategy
262
SUMMARY
264. THERE ARE MORE THAN 90 MILLION
SMARTPHONE INTERNET USERS
IN INDIA
Mobile has a
97% Reach in
India
265. 265
INDIA'S MOBILE INTERNET:
THE REVOLUTION HAS BEGUN
29
67
116
171
382
2012 2013 2014 2015 2016
Number of Smartphone users
in India (Mn)
Source: IDC, Avendus Estimates
With Increasing number of internet
users on mobile, it’s a medium that
cannot be ignored.
Games
39%
Others
11%
Utilities
11%
Entertainment
10%
Social
Networking
29%
Timeshare between app
categories (%) in India
Source: Nielsen Informate Mobile Insights, April - 2013
India has more than 160 million Internet
users, of which 86 million access Internet
using their mobile devices.
266. 266
MOBILE STILL LAGS BEHIND ON CONVERSIONS
POOR INTERNET CONNECTIVITY, BUT PHENOMENAL MOBILE
GROWTH
Source: Mary Meekers internet trends: June 2012
There are over 90 million smartphone
users as against 89 million PC users
Over 40% of searches on Google originate
from mobile device
In the last 3-4 years, the number of users
with a 3G connection has grown to round
22 million, compared with the 15 million
fixed line broadband connections accrued
over the last 17 years
Source: TRAI Annual Report 2013
44.97 54.62 75.54 98.41
140.32
206.83
300.49
429.72
621.25
751.25
929.23
0
100
200
300
400
500
600
700
800
900
1000
SizeofSubscriberbase(Millions)
Annual Growth of Subscriber base
India’s Mobile penetration to reach 97% in
2014. Source: IHS iSuppli's market intelligence, 2013
267. DIGITAL COMMERCE INDUSTRY IS EXPECTED TO
REACH INR 62,967 CRORES BY END OF
DECEMBER 13 ($9.7 BILLION)
Digital Industry
is experiencing
a Average 34%
CAGR year on
year
279. User Dials Toll
Free/Regular
Number
Selects Language
(English/Hindi/Tamil,
Marathi)
Menu
•About Company
•Products
•Offers
•Speak to Agent
Multi-lingual Voice portal can help us reach out to the potential
customers in different states in India who are on the growth path
and might have the propensity to buy Insurance Solutions
Pricing Options/Ball Park : 4-5 lakhs
279
MULTI LINGUAL – VOICE PORTAL
280. 280
MISSED CALL
User gets an auto reply SMS Eg. Dear
User, Thank You for giving missed call.
You will now receive updates & offers
from <brand>.
User gives a missed call and the
call will be disconnected
automatically in 2-3 seconds
DB
Interactive
Platform
Participants can give a missed call to subscribe for Offers and discounts and
also to get information updates
281. Connectivity
Short Code
Long Code
Database Push
Own
Acquired
Targeting
A/S/L
Income Bracket
Pay per Lead
Types of Ads
Direct SMS
Tag footer
MCN
281
SMS BLASTS & SHORT CODES
New Launches
•Building
Awareness
which leads to
Engagement
•Mobile gives
scale to the
larger campaign
Lead Generation
•Mobile acting as
primary lead
medium
•Driving Store
Walk-ins and
product trials,
mobile coupons
Contest Driven
•2 way Interaction
to build Brand
Engagement
•Capturing
Responses,
Informing
Participants
Event Promotion
•Engaging with
the event to
drive Brand recall
•Achieve High
SOV during heavy
brand promotion
Pure Branding
•Engaging with TG
to deliver
superior brand
experience
•Promoting utility
Applications,
Content
Downloads
292. • Remove Flaws of conventional advertising
Measurement
Inability to Target Intent
Rate Card Based Pricing
• Solution
Improve measurement
Target Intent
Auction Based Pricing
FOCUS OF ADWORDS
293. 1. Reach?
2. Frequency?
3. Duration of Ad Unit Exposure?
Five years back Digital was not engineered to
deliver the above benefits… Today it is.
WHAT ABOUT THE BENEFITS ?
294. • Reach = 120 + Million internet users, 800
million mobile subscribers
• Frequency = technologies such as
remarketing, social media advertising
• Duration of Ad unit exposure = social media,
video advertising, Apps
However digital continues to retain all the other
benefits, thus a more effective platform /
medium to BUILD BRANDS
DIGITAL AGE
296. • Maximise Efficiency rather than
minimise waste
• Ability to reach Niche Audiences
• Pricing is auction based
• Ability of the medium to have
Individual Communication
based on interest,
psychographic
• Optimization is possible due to
quick response
DIGITAL VS CONVENTIONAL
ONLINE ADVERTISING VS TRADITIONAL OFFLINE
299. END OF SEC A, B – IDENTIFY
PRECISE TG FOR YOUR BRAND /
PRODUCTS
Tenets of the approach
300. WHY SEC IS IRRELEVANT?
Loop Mobile Users - example
Mumbai Entertainment professionals
College Students
People with 2nd homes near Mumbai
Blackberry Users
Social Media users on mobile
….
301. • How to for latest mobile OS – Example
• How to for learning social media from user point of
view
• Jokes on Friends
• Jokes on other Cities as compared to Mumbai- two
friends on phone…
• MGM plan explanation – White Board Animation -
Example
VIDEO CONTENT FOR THESE USERS
302. MINIMAL ADVERTISING IN THE AD UNIT –
CREATIVE BASED ON INTENT AND
CONTENT
Tenets of the Approach
303. • AD unit to focus as a hook
• Drive traffic to content on destination
platforms
• Communicate benefits of the services on the
destination platform / App etc
• Lead engagement to action
NO ADVERTISING THROUGH ADS
304. CONTENT AS THE SPINAL CORD OF
THE APPROACH
Tenets of the Approach
305. • UGC, Video, SM Apps,
Mobile Apps
• Content Creation based
on Analytics and Trends
• Organic and Media Cost
Benefit of Content
CONTENT STRATEGY
308. MEASUREMENT OF THE ENTIRE AIDA
CYCLE
Tenets of the Approach
Action
Desire
Interest
Awareness
309. INVEST 30 % OF THE BUDGET INTO
NON PAID MEDIA ENDEAVORS
Tenets of the Approach
30%
310. • One needs to create Content for hundreds of Target Audiences
• Customized Creative based on the Audience and Intent
• Cost of Analytics and Measurement
• Costs of Optimization
• Costs of Managing Web Presence
• Costs of Managing Multiple Partners
• Education of Internal Stakeholders
WHY CHANGE THE SPEND RATIO?
311. • Awareness - Impressions / Video Views / Pages views / Time Spent on Web
Presence
• Interest - Quote generated, Prices Compared
• Desire – Filled up Lead, requested Call Back
• Action – Bought the Product, Test Drive
• Engagement – Cross Sell / Upsell / Advocacy
MEASUREMENT
312. • Niche TG – thus min wastage
• Increase impression share from audiences that
deliver maximum ROI
• Relevant Creative reduces Media Costs
• Creation of Intellectual Property
• Branding leading to Sales
BENEFITS OF THIS APPROACH
314. • The approach requires a lot more effort, but
will deliver tremendous value
314
WHAT WE HOPED TO ACHIEVE
315. • Psychographic – Long Distance Running
• Content – How to Run
• Branding – Your Partner for the Longer Run
• Distribution – YouTube, Yahoo videos, Mobango,
Fitness Blogs etc.
• Non paid Media – Tweets, FB updates
• Paid Media – Promoted Video, PPC etc .
EXAMPLE – DSP BLACKROCK
316. Thank you
Vivek Bhargava
Managing Director
iProspect Communicate 2
@vivekbhargava
vivek.bhargava@iprospectc2.com
Benedict Hayes
Vice President, Strategy
iProspect Communicate 2
@benboombastic
benedict.hayes@iprospectc2.com
Editor's Notes
The auction model is defined in such a way that quality score is benchmarked against the quality score of your competitors. In theory, as in the example above the advertiser in position can be paying significantly less than advertisers in lower positions due to a far higher quality score.
Ads are displayed based on content on the page
Yet despite all of this spending, advertisers still struggle: challenges of complexity, fragmentation and scaleMany advertisers are mired in the complexity of managing media in spreadsheets. Even for those that do this successfully, keeping up with new media formats and targeting options is a constant challenge. This complexity, and the associated time spent managing it, can stifle innovation.Despite the inherent measurability of online media, many advertisers are still flying blind. While it may be easy to tie a keyword or ad unit to a revenue amount, advertisers struggle to aggregate these metrics up to meaningful insight into performance by brand, product line, geography, or business unit.Optimizing performance requires more than human inputs. To truly break out from the competition requires algorithms that can predict bids across millions of keywords or recommend changes that will impact revenues.
Advertising is undergoing a massive disruption, as consumers shift their media time away from traditional channels such as television, print, and radio, and towards emerging digital channels such as search, display, social, and mobile.
This shift is fueling a fast moving advertising battlefield, with marketers allocating ever increasing budgets towards search, display, social, and mobile channels. More importantly, these channels are different from traditional media because the media is bought at auction, and in real-time. Grows 20% YoY and is global – powered by the audience shift from offline to online and the desire of marketers to reach these online audiences
Daunting complexity that faces today’s marketerSource: JP Morgan Nothing But Net January 2011 and Marin estimates and eMarketer July 2010$64BN market as of 2010 growing by 20% YoY – practically doubles by 2014Land grab mode at this time, especially with the large agency holding companies15,000 search advertisers worldwide spending on average $100K / month.Marin’s market share is less than 10% based on spend and count.50,000 spending on average $25K / month (Marin Pro target market)Monthly subscription generally priced as % of media spend:Average of 1.6% of spend as of November 2011; projected at 2.0%+ (Pricing power, Facebook, other modules, renewals, and Marin Pro)
Marin offers a complete platform for revenue acquisition management, incorporating the workflow, analytics, and optimization tools necessary to enable marketers to save time, make better decisions, and improve financial results.Turning advertising data into actionable business information, enabling closed-loop marketing
In our experience, improvements in campaign optimization can deliver returns greater than or equal to improvements from bid optimization. Mathematically speaking this is true, since a 20% improvement in quality score has the same impact as a 20% increase in your bids.Marin uniquely provides a best practice methodology for optimization beyond the bid, allowing you to create campaign driven ROI. Our methodology encompasses the 5 critical optimizations for search marketers:Query Optimization: Increasing query coverage so more people find your ads when searching.Match Type Optimization: Reducing unwanted click and costs through using phrase and exact match, and applying negatives to your campaigns.Ad Optimization: Improving the relevance of your ads to user queries so you can improve quality scores, increase position, and reduce costs.Creative Optimization: Testing and optimizing across multiple creative versions so you can maximize conversions.Landing Page Optimization: Marking sure you have selected the right landing page to drive downstream conversion.These embedded best practices allow you to drive higher revenues and lower costs from search, and more importantly they allow you to do it a scalable and efficient way, reducing your time to value.EXAMPLE: For example, we had a client who used Marin’s keyword research tools to focus on match type optimization. Through the tool they were able to look at the raw search queries that users clicked through on for several of their broad match terms. By using these raw queries to shift keywords from broad match to exact match, as well as adding negatives for irrelevant queries, they were able to reduce wasted clicks and save $100,000 annually.EXAMPLE: In another example, we had a client focus closely on creative optimization. By experimenting with Dynamic Keyword Insertion on a couple of ad groups, they were able to run a test and quantify the results. From their tests, they saw that DKI delivered a increase in CTR of 2-3x. They estimated that rolling this change out across campaigns would result in a $500,000 annual increase in revenues. Based on that ROI calculation alone, they were able to justify a project focused purely on rolling out creative changes to capture these benefits.
Typically search marketers have been forced to choose between rules based and portfolio based solutions, each with their own strengths and drawbacks. Rules based solutions provide users with some level of control, and are useful for bidding brand terms to position. However, they are often difficult to configure, suffer from long burn in times, and struggle to accurately bid the long tail due to sparse data. Portfolio based solutions attempt to apply sophisticated mathematical models to increase optimization, but these models typically require long learning periods before bidding is accurate and their black box nature makes it difficult for marketers to manage change in their business. In both cases, these solutions run into a common set of challenges. Integrating data from multiple conversion events or offline data is not always supported, managing seasonality is outside of common rule sets or performance goals is problematic, and neither type of solution delivers true transparency into what resulting bids will be and why.
Marin Bidding allows users to maximize a given KPI such as clicks or conversions, while constraining under targets such as cost-per-lead or budget. Computationally, calculating tradeoffs across millions or even thousands ad units is a challenge to complete in a timely manner. To solve the optimization problem at scale, the Marin Bidding algorithm borrows mathematical techniques from convex optimization to reduce complexity and ensure bids can be calculated within a reasonable amount of time.
Using a graphical interface, Marin Bidding allows users to forecast the outcomes that result from varying targets, allowing marketers to understandtradeoffs between volume, cost, and profit.To forecast performance, the Marin Bidding algorithm employs a variety of mathematical techniques to model the auction landscape. Expected pricesand volumes are calculated using the historical position, click, bid, and cost per click data for each ad unit. The Marin Bidding algorithm then appliesa nonlinear regression to a logistic function, leveraging information from similar keywords when there is limited data available, in order to build aforecast of outcomes.
A central challenge to bid management is calculating bids for keywords with little or no clicks. This includes new campaigns as well as “long-tail.”For ad units with sufficient historical data, bids are calculated based on performance. Marin’s own Progressive Look-back technique weights recentdata more heavily in bid calculations. This technique examines recent performance data first for statistically significant results, and then extends thelook-back period to include progressively longer periods of time until statistical significance is achieved.For ad units with little or no historical data, Marin calculates bids using a patented technique that leverages data from similar keywords and BayesianEstimation to accurately predict conversion rates and revenue per conversion. This combination of techniques incorporates recent information into bid calculations quickly, ensuring a high degree of responsiveness in seasonal or volatileauctions. It also enables Marin Bidding to start bidding on new keywords immediately, without an expensive “learning-period.”
Retailers with large sku sets face unique challenges advertising their entire inventory online. Marin makes it easy for retailers to automate the process of publishing and managing large product catalogs within paid search programs. The Marin solution can import data from a variety of different sources and generate campaigns, groups, keywords, and creative based on a user defined rule set. Product attributes can be inserted into creative, so your ad copy will be automatically updated with the latest price or product information. Most importantly, the solution enables deep linking into product pages to increase ad relevance, quality, and conversion. The solution also fully accounts for inventory, allowing marketers to pause keywords when items run out of stock.
Challenge: Advertiser often have to access multiple different systems and stitch together data in Excel for a complete view of online marketing performanceIn the demo: Channels tab shows universal Channels data. This data is at the Account level and can be populated by Marin tracker and/or via an FTP file upload. Demonstrate this when a prospect manages advertising beyond search.Key Points:Marin is the central hub for managing and reporting on online advertising performanceManage budgeting from a single dashboardAdd an unlimited number of channels for reportingUpload publisher accounts structure, cost data for complete ROI analysisAttribute conversion credit across channels using custom attribution scheme
Marin provides a full featured offering for management of Youtube ads that are addressable through the Adwords API. This includes promoted video ads (top and right rail); invideo images and text ads, and banner ads. For non API addressable inventory such as home page buy-outs, we can direct customers to Marin Universal Channels.
The programmatic buying landscape may be in it’s very early stages in India and the rest APAC but it is seen tremendous growth in other markets.In 2012 13% of all digital display media in the US was bought through PB.eMarketer forecasts that number to go to 19% this year and to 25% in 2015. This is not something that can be ignored.The growth rate is not as fast in APAC but it does highlight a trend that clients and indeed agencies can prepare for now to future proof their business.
At the moment the way we buy digital media is based around using websites as a proxy for reaching an audience – we want to reach Men 18 – 45 so we buy cricket websites, we want to reach people who want to buy a car so we buy car sites.We buy these sites in advance and buy a fixed number of impressions for a fixed CPM – that’s broadly how it works today.With PB we turn the process on it’s head and shift our attention to the audience we’re looking to reach and not any one type of website.Indeed we’re happy to reach that audience wherever we they are online.Fundamentally PB is all about: Developing audience segments That we reach across the internet Using advanced technology And in Real TimeReal Time Bidding is a key function of PB – if you cannot buy inventory in Real Time then it’s not PB.I’ve used a lot of jargon so far so let’s take a moment to explain some of the key terms used in PB.
The whole area of Programmatic Buying is relatively new – as with anything new there is a whole new language that has to be learned.It’s possible to get lost in the jargon but in essence these are six key areas to focus on.Let’s have a look at each one.I will illustrate shortly how they all fit together – but already you’re seeing that are a couple of key considerations we must take into account when working in this space – let’s investigate the top 3.
First up is the concept of creating Audience Profiles.There are a couple of key things to take out from this slide – AMNET is the Aegis Media Trading Desk – our PB solution – and you can see that it sits in the middle connecting our clients to multiple different sources of inventory be they direct to publishers / PMP’s, SSP’s, Ad Exchanges or Ad Network.The second thing to remember is that we’re looking to reach the absolute tightest definition of our target audience so when it comes to defining audience profiles we can be and indeed have to be more detailed than before.In this example we’re looking at an FMCG client who has range of female and male products – normally the target audience would be broadly based on demographics say Women 25-49 with a certain income.But with PB, we’re able to use data to get a much tighter definition of our audience – so it could be Women interested in Facial care products or make up users – the product we’re selling becomes a key part of our targeting criteria.How do we do that – we use multiple sources of data.
There are 3 main sources of data that we can leverage with for our clients.1st Party data is the data a client can get by tagging their website – it’s the easiest, cheapest and arguably the most useful data that we can get.Simply put, using 1st party data we can build cookie pools of people who have visited a client website – we can feed these profiles into our DSP and look to target cookies with similar profiles – this is often referred to as “Look – a – like” targeting or Audience Extension Targeting.What is hugely important is that the client’s website is tagged as quickly as possible and not just when the campaign begins – the goal being that we build a cookie pool as early as possible so that the pool is as big as possible – we would recommend tagging the site at least one month before the campaign begins.Let’s look at 3rd Party data next – this is the data that we capture from any digital media activity that we run – this includes search and any digital display.Again this requires tagging code to be placed on the client website – this code works in tandem with the 1st Party code so that there is no duplication.This type of data is particularly useful for behavioral targeting and retargeting or remarketing as we can see what a user has done after being exposed to one of our ads and from that change the next ad that we show them.Again this is very easy and cost effective data to obtain.2nd party data is harder to come by – it is data that we buy from data providers and is in essence very similar to buying email lists except in this case we’re buying cookie profiles. This data does cost more than 1st or 3rd party data but can be filtered to an exact audience so using 2nd party should make campaigns more efficient. Cost for second party data ranges but adds maybe US$0.10 to US$0.25 cents to the CPM we buy media for.In Asia we are not seeing a huge amount of 2nd party data available to buy but as this area grows in importance that will change.And we can combine these data sets to make campaigns even more targeted – of key importance then is making sure we have a Data Management Platform in place to store and use this data.
We’ve talked a lot about technology and it is a key component to PB.There are multiple different systems that need to work together and these are what is known as a Technology Stack.Tech Stacks can vary in complexity but each will have one of the following:A DSP – to connect with the different inventory sources and buy in real timeAn Adserver – to serve the ads to the different sitesA data centre – to manage and store all the different data types we have Verification software – to make sure the ads appear where we want them to – more on this shortlyAnd a reporting engine for data visualization and optimization.There are many different providers for each of these and indeed some companies like Google that provide an end to end solution that covers all areas.What is important is to test different partners a develop a tech stack that works for you – one key point to note though is that while you may have multiple DSP partners you would only use one of them on any particular campaign to insure against bidding against yourself and in doing so pushing up your own prices.
Here is a sample of the different partners that can make up a Tech Stack – not all of these have a presence in APAC as yet but as I said as the market grows so we will see more and more of these vendors enter the market.As I mentioned data is a very important part of PB – we also see Verification and Brand Safety as a often overlooked area but still very important and that is our 3rd key consideration.
Some clients will be familiar with the term “Blind Buy” this was the whole basis of performance display campaigns for a long time: the price of inventory or clicks was cheap because as agencies and advertisers we had no control over where our ads were placed.Of course that left us open to the problem of ads appearing on the wrong sort of content and damaging a brand’s equity – imagine a telco company selling a broadband service appearing on a pirate movie download site – or an FMCG client appearing on a Gambling site.This use to happen because at some point in the process a human had to get involved in categorizing each website – so the pirate movie site was put into the Entertainment category and the Gambling site was seen to be a Lifestyle site.Now with Brand Safety and Verification software we have technology that scans every website and makes sure the content is appropriate.And for appropriate we don’t just mean not adult or gambling but imagine an airline ad appearing on a news article about a plane crash – we can make sure this doesn’t happen as well.One additional element is the concept of viewable impressions – what we mean is digital ads that a user can see without having to scroll down the page – the whole being to decrease wastage and make campaigns more efficient as we’re buying less impressions to deliver on our goals.Again Verification software vendors are slowly entering the market but we see this as an area that will accelerate quickly given the importance that clients and agencies place on brand safety.
