Brian Kroll

1. The Strategic Omni-Channel
Digital Marketing Playbook:
How to Design, Set Up, and Optimize Omni-Channel
Digital Campaigns
Denver Digital Summit 2017
#DSDEN

2. 22
1 Introduction & foundational assumptions for a
strategic discussion
2 Campaign setup strategies
3 Optimization strategies
4 Q&A session
Agenda

3. 33
• VP Sales & Strategic Accounts
• Joined Adtaxi in May 2011
• Data nerd
• Developed Adtaxi’s
proprietary “Magellan”
optimization algorithm
• Lives in SF Bay Area with wife
and son
About me…

4. 44
We simplify digital marketing for businesses
everywhere.
90+%
Retention
rate
12
Regional
offices
230
Employees
and growing
Digital
Marketing
Experts
Platform
Agnostic
Audience
Centric
Data
Driven
About Adtaxi

5. Foundational
assumptions for a
strategic discussion

6. 66
Today’s consumers are…
1
2
3
4
5
6
CROSS-SHOPPING
RESEARCHING
BRAND-AGNOSTIC
MOBILE
MULTI-DEVICE
VIDEO

7. 77
Six “typical” digital campaign scenarios
1
2
3
4
5
6
ECOMMERCE
BRICK & MORTAR
RETAIL
BLEND OF ABOVE
EVENT PROMOTION
LEAD GENERATION
AWARENESS OR
ADVOCACY

8. Geo-targeting
Strategy

9. 99
Primary
Align marketing budgets accordingly
(75%+
FOCUS)
CLOSEST
0-1 HIGHEST

10. 1010
Primary
Secondary
Align marketing budgets accordingly
15-20%
FOCUS
MID-
RANGE
1-3
MID-
RANGE

11. 1111
Tertiary
Align marketing budgets accordingly
Primary
Secondary
5-10%
FOCUS
FARTHEST
3-5 LOWEST

12. 1212
Market Segment
Proximity to
Consumer
Typical
Competitors
Lifetime
Customer
Value
Primary
(75%+ Focus)
Closest 0-1 Highest
Secondary
(15-20% Focus)
Mid - Range 1-3 Mid-Range
Tertiary
(5-10% Focus)
Farthest 3-5 Lowest

13. 1313
Determine your geo-targets
Analyze Google Analytics data
Analyze CRM data
Align budgets on historical data & future oppty
Use AdWords as BI for keywords in primary geo

14. Structure data
to meet business
objectives

15. 1515
Site visit
Engaged
visit
Buying
signal
visit
Conversion
event(s)
Activity
ceases
abruptly
Implement a structured & consistent data layer via tag
management
The ‘on-site’ user path to conversion

16. 1616
Website
visitor
funnel
Prospecting vs. remarketing: different objectives
Aligning the right objective with each stage of the
user’s journey is key to success.

17. 1717
Non-engaged site visit
Engaged site visitProspectin
g KPI
(eCPA)
Digital campaigns should work together like an
omnipresent assembly line.

18. 1818
Buying
signal
visit
Remarketing
KPI (eCPA)
Non-engaged site visit
Engaged site visitProspecting
KPI (eCPA)

19. 1919
Optimizing to user engagement fuels conversions

20. 2020
Geo-Market
Segment
Search
Social,
Display,
Native
Video
Primary
(75%)
Prospecting &
Remarketing*
Prospecting &
Remarketing
Prospecting &
Remarketing
Prospecting vs. remarketing:
platform specific by geo

21. 2121
Geo-Market
Segment
Search
Social,
Display,
Native
Video
Primary
(75%)
Prospecting &
Remarketing*
Prospecting &
Remarketing
Prospecting &
Remarketing
Secondary
(20%)
Prospecting &
Remarketing*
Possible
Prospecting /
Primarily
Remarketing
Remarketing
Only

22. 2222
Geo-Market
Segment
Search
Social,
Display,
Native
Video
Primary
(75%)
Prospecting &
Remarketing*
Prospecting &
Remarketing
Prospecting &
Remarketing
Secondary
(20%)
Prospecting &
Remarketing*
Possible
Prospecting /
Primarily
Remarketing
Remarketing
Only
Tertiary
(5% of
Budget)
Prospecting &
Remarketing*
Remarketing
Only
Remarketing
Only

23. Platform-
specific
strategies

24. 2424
Search engine marketing strategy: Prospecting
THEMED AD
GROUPS & KW’S
HIGH
IMPRESSION
SHARE –
PRIMARY
SYNC GA &
ADWORDS;
TRACK
CONVERSIONS
OPTIMIZE TO
LOWEST ECPA
‘BEST SELLING’
PRODUCTS -
SECONDARY
1-3 FOR
DESKTOP; 1-2
FOR MOBILE

25. 2525
Search engine marketing strategy: remarketing
BID FOR PRIMARY
KEYWORDS
EXCLUDE BRANDED
EXCLUDE SERVICE-
RELATED VISITORS
CHANGE UP THE TEXT IN
THE AD TO FOCUS ON
WHY THE USER SHOULD
BUY FROM YOU

26. 2626
Paid social marketing strategy: prospecting
CUSTOM
AUDIENCES
OFFLINE DATA:
PARSE CRM
DATA
VARY AD TYPES
ON OBJECTIVES
ONLINE DATA:
SEGMENT
WEBSITE
VISITORS
DAY-PART AS
NEEDED

27. 2727
Paid social marketing strategy: remarketing
REMARKET TO HIGHEST
VALUE VISITORS
USE FACEBOOK LEAD AD
TO ENGAGE USERS WHO
DON’T CONVERT ON
LEAD GEN FORMS

28. 2828
Basic prospecting strategy: RTB (Display, Native, Video)
3rd Party
Data
1st Party
Predictive
Data
Category/
Interest
Engaged
Visitors
Retargeting takes over

29. 2929
Basic remarketing strategy: RTB (Display, Native, Video)
Product Pg. View
125% bid
Engaged visitor
100% bid
Cart Exit
150% bid
Bid Strategy Creative
Generic
interest
Dynamic Ads
on interest
Enticing
offers
Conversion

30. 3030
The first retargeting ad you show someone is often more
valuable than the 5th. Why pay the same amount?
Static Bid Dynamic Bid
Frequency pricing for RTB

31. 3131
Tailor impressions to the recency schedule with the
highest conversion rates.
Recency scheduling for RTB

32. 3232
Prospecting Remarketing
Creative alignment & messaging strategies
USE PREDICTIVE
MODELING
NATIVE ADVERTISING
CTA: “LEARN MORE”
WHY SHOULD
CONSUMER BUY?
TESTIMONIAL
“THANK YOU” VIDEO

33. Omni-channel
programmatic
optimization
strategies

34. 3434
Level playing field for ad performance data
METRICS THAT
MATTER: GOAL-
BASED
CONVERSIONS
DON’T RELY ON
LAST CLICK
ATTRIBUTION
BREAK IT ALL
DOWN INTO AN
ECPA
CLEARLY DEFINE
WHAT SUCCESS
LOOKS LIKE
TRACK CROSS-
DEVICE
ACTIVITY
TRACK SUCCESS
WITH 3RD PARTY
PLATFORMS

35. 3535
Single KPI
for all
channels
Display
Native Video
Social
Optimization option #1: Everything competes

36. 3636
Awareness
Interest
Consideration
Intent
.
.
.
The
customer
journey
isn’t
linear, or
instant
Focus on a
single KPI
ignores the
journey
Video SocialNative Display
Optimization option #1 focuses on 1 stage
Purchase
Retention
Evaluation

37. 3737
Low
Funnel
Display
Low
Funnel
Social
High
Funnel
Video
Mid
Funnel
Native
Consumer journey to purchase/conversion
Optimization option #2: Everything harmonizes

38. 3838
Segment
budget to focus
on maximizing
efficient
marketing to
strategic stages
Awareness
Interest
Consideration
Intent
.
.
.
The
customer
journey
isn’t
linear, or
instant
Video SocialNative Display
Purchase
Retention
Evaluation
Optimization option #2 focuses on key stages

39. 3939
Expected benefits of optimizing to each stage of
the customer journey
IMPROVED
CONVERSION RATES
AT POS
LESS “BUYER’S REMORSE”
GREATER CUSTOMER
COMPATIBILITY
LARGER MARKET SIZE
AND MARKET SHARE
BRAND SEARCH WILL
INCREASE OVER TIME

40. 4040
Drive Revenue | Improve ROI
80%
Increase in
transactions
81%
Increase in
revenue
760%
ROAS
Google
Shopping
Real Time
Bidding
Paid
Search
Case study:
National Golf Retailer

41. 4141
Remember today’s consumer dynamic…
1
2
3
4
5
6
CROSS-SHOPPING
RESEARCHING
BRAND-AGNOSTIC
MOBILE
MULTI-DEVICE
VIDEO

42. Thank you!
To learn more about
Adtaxi, check us out at
www.adtaxi.com or email
us at info@adtaxi.com.
Find more resources at
www.adtaxi.com/our-
insights/resources/.