Certified Sales Training - Join host Spider Graham as he explored some of the best practices that digital media sales reps can employ when working with advertisers to assure campaign success. Learn more at http://www.certifiedsalestraining.com.

1. DIGITAL ADVERTISING
SELLING STRATEGIES photo
5 Rules for Selling and Managing
Successful Digital Advertising
Campaigns
Spider Graham
Certified Sales Training
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2. DIGITAL ADVERTISING
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• Rule #1:You Will Be Judged and Your
Income Flow Will Be Affected by the
Outcome of Advertiser Campaigns
• Based on Advertiser‟s definition of success
• Based on Advertiser‟s definition of audience
• Based on Advertiser‟s creative and web sites
• What Campaign Success Insights Can You
Offer To Help Assure Advertiser Success?
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3. DIGITAL ADVERTISING
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What is Your True Role?
• You Should Be So Much More Than Just A ‘Sales
Rep’ To Your Clients
• Advisor and consultant
– You are a Solutions Provider
• Create opportunities for advertisers
• Create customer satisfaction
• Create upsell opportunities
– You are a Partner
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4. DIGITAL ADVERTISING
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You’ve come to the
right place. We are a
I’m looking to solve a
solutions provider!
problem!
Advertiser Publisher
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• Rule #2: Advertisers Don’t Always Know
What They’re Doing
• Often “follow the fold” or “fake it until they make it”
• Terrified of taking chances or making mistakes
• Work in a culture of CYA; Want to look good
• Are often open to your suggestions
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6. DIGITAL ADVERTISING
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• Helping Advertisers Help Themselves
• Start by dispelling the myth that somehow digital
advertising is magical!
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7. DIGITAL ADVERTISING
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• Helping Advertisers Help Themselves
• Help Them Set Realistic Campaign Expectations
– Get a sense of what ROI looks like for them
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8. DIGITAL ADVERTISING
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• Helping Advertisers Help Themselves
– Encourage them to NOT base campaign success on
Click Through Rates!
– Help them to question their own motives. Ask
“Why?” whenever you can.
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9. DIGITAL ADVERTISING
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Why?
Our Goal is to drive
traffic to our site!
Advertiser Publisher
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10. DIGITAL ADVERTISING
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And then what
Our REAL GOAL is to
happens?
get consumers to do
___________!
Advertiser Publisher
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11. DIGITAL ADVERTISING
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• Helping Advertisers Help Themselves
– Know How The Advertiser Plans to Measure
Campaign Success?
• Data collection (Emails, name and address, other)
• Completion of direct action (online or offline; Interaction, site
visits, retail visits, coupon redemption, etc.)
• Defined Acquisition Points
• CTR
– Conversion is the REAL Objective of the Campaign
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• Rule #3: Nothing is more important than
conversion. Nothing.
Identifying Action Sequences Which Meet Campaign Goals
Redemptions Circulation Views
CONVERSION
Downloads
Click-Throughs
Actions Taken
New Acquisitions
Interaction Rate
Sales
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13. DIGITAL ADVERTISING
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• Click Through Rates Can Measure
Campaign Viability...
.15% CTR
.10% CTR
.08% CTR .02% CTR .04% CTR .06% CTR
Site A Site B Site C Site D Site E Site F
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14. DIGITAL ADVERTISING
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• …But Measuring Conversion is the ONLY
thing that Matters!
.15% CTR
.10% CTR
.08% CTR .02% CTR .04% CTR .06% CTR
Site A Site B Site C Site D Site E Site F
14 12% 30% 2% 5% 10% 11%
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15. DIGITAL ADVERTISING
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• Rule #4: Different Campaign Goals Require
Different Approaches
Branding Direct Response
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16. DIGITAL ADVERTISING
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• What Do We WANT Consumers To Do?
– Branding and direct response campaigns have
different goals
16 Branding Direct Response
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17. DIGITAL ADVERTISING
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• At The Core Of Any Successful Campaign Is
A Clear Understanding Of Its Goals:
– What is the message?
– Who is the target audience?
– How do we want them to respond?
– How will we measure results
to determine if consumers acted
the way we wanted them to?
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• Rule #5: You’re not going to get it perfect on
first try. Probably not the second try either.
• Be willing to learn from mistakes and assumptions
• If you don‟t measure you CAN‟T improve
• Goals will evolve and improve with understanding
and experience
• Build campaign optimization
plans into ALL of your digital
campaigns
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19. DIGITAL ADVERTISING
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• The Importance of Campaign Benchmarks;
Start Anywhere!
• Helps bring the marketing „target‟ into focus
• Are initial results „good‟ or „bad‟?
• Marketing success isn‟t based on single
campaign events
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20. DIGITAL ADVERTISING
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• How Do We Measure If a Campaign
‘Worked’?
– By identifying what can be measured and
what it means
– By meeting set goals
– By surpassing previous benchmarks
– By testing various parameters
– By optimizing campaign approaches
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21. THANK
YOU!
• Spider Graham
• spider@trainingcraft.com
• (855) 367-8200
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www.certifiedsalestraining.com (855) 367-8200