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Wolfgang Essentials 2015

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This is the slide deck from the Wolfgang Essentials 2015 event in the Google Foundry on Jan 30th.

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Wolfgang Essentials 2015

  1. 1. F###K
  2. 2. Agenda 1. Wolfgang News 2. Now & Next in Paid Search 3. The Evolution of Display 4. Visual Content 5. The UGC Social Sweet Spot 6. Customer-Centric SEO 7. Hangin Out With Rand 8. 5 Actionable Takeaways 9. Q&A 10. Last Person Standing Quiz 11. Bath Time
  3. 3. “There’s One For…”
  4. 4. Growing The ‘Gang
  5. 5. E-Commerce Studies  Spend up 41% 2014  Spend up 76% Q4
  6. 6. KPI Study
  7. 7. 1. Best Agency 2. Best Search - UNICEF 3. Best Search - Iclothing 4. Best Retail - Iclothing 5. Best Travel – Camino Ways 6. Big Data 7. Best Company
  8. 8. Talkin’
  9. 9. Update
  10. 10. Al’s Bitcoin Investment
  11. 11. Now & Next in Paid Search • Brendan Almack • Ciaran Murphy • Rob Beirne
  12. 12. How Many Adwords Innovations in Q3 2014? 1. Product ratings on Google Shopping 2. New shipping configuration tool available in Google Merchant Center 3. Search Network with Display Select 4. New Shopping Campaigns Upgrade Tool 5. Close variant matching for all exact and phrase keywords 6. Introducing Website Call Conversions 7. Using Google Search and YouTube to Promote Your App 8. Product Listing Ads become Google Shopping 9. New display ads formats for a multi-screen world 10. Google Shopping: automatic item updates 11. Estimated cross-device conversions, now available for display 12. A simpler way to manage your business locations in AdWords 13. Scale your Shopping campaigns with bulk uploads and AdWords Editor 14. Advertising on your schedule with AdWords Express 15. Introducing Dynamic Sitelinks 16. Making it easier to build rich and engaging mobile ads for the Google Display Network 17. Call out Extensions 18. Product Listing Ads now on search network 19. New look mobile search ads 20. Local inventory ads expand to more countries and formats 21. Announcing Ad customiser
  13. 13. Now & Next in Paid Search • Brendan Almack • Ciaran Murphy • Rob Beirne
  14. 14. What’s New?
  15. 15. Review Extensions
  16. 16. Driving Account Performance  Up to +80% lift in CTR
  17. 17. The Policy A review extension must be an accurate, current, credible, non-duplicative third party review of the advertiser’s business. ……but
  18. 18. The Wolfgang Hack
  19. 19. The Wolfgang Hack
  20. 20. Tracking Mobile Calls….From Your Website
  21. 21. 32%
  22. 22. A Frustration
  23. 23. More Than Click-to-Call
  24. 24. Tracking Calls from a Website +11%
  25. 25. 3-Step Set Up 1. Generate Conversion Code in AdWords 2. Paste Code on Page with Number 3. Adjust html using ‘onclick’ command
  26. 26. Why is this important?  Cost per conversion  Optimisation decisions
  27. 27. Automation
  28. 28. Let Me Blow Your Mind
  29. 29. Generic Keyword Conundrum
  30. 30. What If?
  31. 31. Combine 2 Recent Adwords Innovations
  32. 32. Conversion Machine • Second only to brand for conversions • Compared to original DSA campaign – 68% increase in conv rate
  33. 33. Custom Ads
  34. 34. What they look like
  35. 35. Increased Conversion Rate
  36. 36. Don’t Worry, Be Appy
  37. 37. “The Year of Mobile”
  38. 38. App Download Campaigns Download rates >20%.
  39. 39. 80-90% of downloaded apps are used only once. Source: http://www.digitaltrends.com/mobile/16-percent-of-mobile-userstry-out-a-buggy-app-more-than-twice/
  40. 40. App Re-Engagement Beta
  41. 41. Don’t Worry, Be Appy
  42. 42. IAB Ireland H1 2014
  43. 43. 2 Behemoths of Display
  44. 44. How do you connect with consumers when they aren’t necessarily searching for you?
  45. 45. There’s a solution available for every stage of the funnel Awareness Consideration Purchase Advocacy Demographics Affinity (TV) Audiences In-Market Audiences Similar Audiences Remarketing: - Standard - Dynamic
  46. 46. Entice Politely attract user attention Qualify user intent to engage Qualify Engage Allow your customers to truly engage with your ads Encourage maximum User Engagement time
  47. 47. Lightbox with multi-video Launched Use case Videos (2-5) Logo Background image CTA Buttons (optional) Assets Showcase your brand commercials in one User experience
  48. 48. Lightbox with video + image Launched Use case Video Images Assets Showcase your product images and video commercial
  49. 49. Lightbox with video + mapsIn BETA Use case Video Logo Maps feed Assets Showcase your brand commercial and show the nearby stores Tap map to open locations
  50. 50. Lightbox with images + mapsLaunching Nov-Q4 Use case Images Logo Maps feed Assets Showcase your brand’s image gallery and show nearby stores Swipe image to view more In BETA
  51. 51. It’s hard to stay top of mind when half your budget is wasted on ads that are never seen 54% $22Bin wasted advertising of display ads are never seen leading to
  52. 52. With Viewable Impressions, you can reach your target audience with zero wasted brand spend On screen Pay for impression Not on screen Do not pay for impression
  53. 53. of Facebook Advertising
  54. 54. Travel Industry Example: Camino Ways Journey Paths to purchase can be very long and complex Average length of purchase journey is 24 days Users will make an Average of 21.6 site visits before making a purchase (Google UK Whitepaper 2011)
  55. 55. Hannibal – The Man with the Plan & the Data • 60% Irish Adults have a Facebook account • 72% look at Facebook every day (growing) • Lots of juicy data – (much more than Google) • 3 New/improved Features in 2014
  56. 56. Feature 1: Targeting • Interests e.g. Walking/hiking • Custom audiences – From an email list • Lookalike Audiences – Based on the email list • Cross device targeting
  57. 57. Custom & Lookalike Audiences • Email list (3,000 Irish emails) • Lookalike Audience built from similar characteristics (110,000)
  58. 58. Cross Device Targeting • I’m gonna follow you around until you make a purchase. Fool.
  59. 59. Feature 2. Formats: Newsfeed “Ads” Spend - €100 Reach – 45.5K Unique users Website Clicks – 2083 CPC - €0.05 Shares - 121 Website leads – 5 Value in journey to purchase - Priceless
  60. 60. Great Formats = Great Results • Newsfeed ads – it’s native advertising! • Look at those low Cost Per Clicks! • And huge volume of traffic – you’d be crazy not to!
  61. 61. Feature 3: Advocacy – putting the “Face” in Facebook • Allows your audience to share your marketing in a way that Display ads can’t. • Recommendations from user to user
  62. 62. Advocacy – Recommendations from Facebook user to user 1. Shares 2. Tagging 3. Recommendations
  63. 63. Recap 1. Data: Facebook knows you more intimately than any other platform – your wishes & desires 2. Formats: Low CPCs, high Volume of traffic 3. Targeting: Better targeting options 4. Cross Device Targeting: People rather than cookies 5. Creates Advocacy: Recommendations from user to user 6. Exciting Innovations in 2015 – watch this space
  64. 64. 1 1 2 3 5 8 13 21 34 55 89 144
  65. 65. Science 1. Read: pre-attentive processing 2. Remembered: picture superiority effect
  66. 66. Paid Promotion
  67. 67. Micro – Targeting & Inflammatory Creative
  68. 68. Why Facebook? Unparalelled reach Fantastic CPCs Visual friendly
  69. 69. Twitter Creative
  70. 70. Why Twitter?  Expensive CPCs  Low Volumes of Traffic  Nowhere does news get older faster  Influential audience
  71. 71. Taboola
  72. 72. Why Taboola? Incredibly cheap clicks Large Volumes of Traffic available Not quite as “social”
  73. 73. Outreach
  74. 74. Reddit
  75. 75. Virality - Publishers
  76. 76. Sharing - Anger
  77. 77. Results Best Day For Traffic - EVER!!!
  78. 78. Free Traffic
  79. 79. Prolonged Interest
  80. 80. Getting Social with Data
  81. 81. A Brief History
  82. 82. Focused on Acquisition Highly efficient paid search Driving new customer acquisition
  83. 83. Close to your Data = Close to Your Customer
  84. 84. Lot’s of Important Touch Points
  85. 85. Importance of Repeat Customer X 2
  86. 86. This is not New vs Returning 2 Year Cookie for Users & Sessions!
  87. 87. Importance of Repeat Customer
  88. 88. Leverage Repeat Customers 1. Get existing customers spending more 2. Turn existing customers into an asset
  89. 89. Creative Concept Development
  90. 90. Source: The Nielsen Company
  91. 91. Source: The Nielsen Company
  92. 92. Loyalty + Advocacy = UGC Opportunity
  93. 93. THE KPI
  94. 94. iClothing Advocates
  95. 95. 25.75% Engagement 2% Engagement
  96. 96. 9.5% CTR 0.9% CTR
  97. 97. Loyalty + Advocacy = UGC Opportunity
  98. 98. Loyalty
  99. 99. Advocacy • Authentic Images – 10x more engagement • Doubled theTwitter Following • 16,000 engagements with #iWear on Twitter and Facebook
  100. 100. Why did it work? 1. Data Driven Insights 2. Targeting 3. Optimisation
  101. 101. Customer Centric SEO
  102. 102. Developing an SEO Strategy 1. What is SEO? 2. What are you trying to achieve by investing in it?
  103. 103. Technology - Site Speed
  104. 104. Site Speed for Conversion & Engagement • -7% Conversions Source: Aberdeen Group
  105. 105. Relevance - Engagement  Pogo sticking  Evidence of an irrelevant or content light landing page  Doesn’t answer the questions that searchers are asking
  106. 106. Fix Pogo Sticking & Drive Engagement  Get inside the mind of the searcher  Build a landing page that answers questions/concerns  Encourage engagement
  107. 107. Authority – Attracting Links & Build Your Brand  Content to facilitate outreach  Quality content that attracts social links  Build your Brand
  108. 108. What is SEO success?
  109. 109. Traffic + Action +170 % +130%
  110. 110.  No sitemap  No H tags  No schema  Broken plug-ins  No blog navigation  Slow page speed SEO Audit discovered:
  111. 111. Organic traffic year-on-year Sessions 2013 Sessions 2014
  112. 112. Women’s Clothing & Footwear Men’s Clothing & Footwear Child & Baby ElectricalsFurniture Jewellery Beauty Toys
  113. 113. Demand Opportunity Business goals
  114. 114. Women’s Clothing & Footwear Men’s Clothing & Footwear Child & Baby ElectricalsFurniture Jewellery Beauty Toys
  115. 115. Check what terms your pages rank forCheck your page speed Go get the links you are owed
  116. 116. 1/ Are People Reading My Content?
  117. 117. True Bounce Rate • Measure a website visit after a set piece of time • One amendment to Analytics Code • setTimeout("_gaq.push(['_trackEvent', '30_seconds', 'read'])",30000)
  118. 118. 2/ Do I get more traffic than my competitors? Use Google Analytics Benchmarking Reports to find out.
  119. 119. Competitor Benchmarking reports on Analytics
  120. 120. 3/ Facebook cross device tracking
  121. 121. More than 80% of iOS and Android apps use Facebook logins
  122. 122. yoursite.com/ordercomplete <script>(function() { var _fbq = window._fbq || (window._fbq = []); if (!_fbq.loaded) { var fbds = document.createElement('script'); fbds.async = true; fbds.src = '//connect.facebook.net/en_US/fbds.js'; var s = document.getElementsByTagName('script')[0]; s.parentNode.insertBefore(fbds, s); _fbq.loaded = true; } _fbq.push(['addPixelId', '436408609838040']); })(); window._fbq = window._fbq || []; window._fbq.push(['track', 'PixelInitialized', {}]); </script> <head> </head>
  123. 123. 4/ Assisted Conversions
  124. 124. Assisted Conversions
  125. 125. Assisted Conversions
  126. 126. 5/ Real Time Advertising “Me At The Foundry”
  127. 127. 1. Alan's better half talked him out of investing the deposit for the house into Facebook Shares Bitcoin
  128. 128. Bitcoin
  129. 129. 2. How many AdWords innovations did we count in Q3 2014 23 21
  130. 130. 21
  131. 131. 3.Which of the following AdWords innovations allows you to target people who have already been on your website when they are on Google search RSLAs DSAs
  132. 132. RSLAs
  133. 133. 4.Wolfgang Digital are the proud proprieters of an online adult-toy shop True False
  134. 134. True
  135. 135. 5. Pogo sticking is: anytime a user bounces from your website Or when a user bounces back to the search results and continues their search
  136. 136. when a user bounces back to the search results and continues their search
  137. 137. 6.What proportion of Irish Online Ad spend went on Display in H1 2014 35% 33%
  138. 138. 35%
  139. 139. 7.Wolfgang Digital are Finalists in how many categories in the DMAs 2015 6 7
  140. 140. 6
  141. 141. 8. According to the latestWolfgang E- Commerce Study consumer spend online for the year 2014 grew by: 41% 76%
  142. 142. 41%
  143. 143. 9. 86% of time spent on mobile is spent in an app True False
  144. 144. True
  145. 145. 10. Facebook Custom Audiences target: People based on their interests Or Your email list when they are on Facebook
  146. 146. Your email list when they are on Facebook
  147. 147. 11.What's the maximum amount of stars can you get from "Google Review Extensions“ 5 0
  148. 148. 0
  149. 149. 12. Google launched it's RTB ad platform in 2002 2007
  150. 150. 2002
  151. 151. 13.Taboola is a content promotion platform that gives dirt cheap clicks and facilitates users to share your content. True False
  152. 152. False
  153. 153. 14. In Google Analytics if there is 2 touch-points prior to a conversion: Paid Search and then Direct, the conversion will be attributed to: Direct Paid Search
  154. 154. Paid Search
  155. 155. Tie Breaker 15. How many people had registered for the Wolfgang Essentials 2015 Event by the cut off at 5pm onWed?
  156. 156. 194

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