Mindshift: Intro To Online Advertising

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Information about Mindshift: Intro To Online Advertising
Business & Mgmt

Published on February 21, 2014

Author: AndrewYang7

Source: slideshare.net


This deck is to help present the online advertising landscape in Canada.

Introduction to Online Advertising Andrew Yang (@yang_ers) Search Evangelist, Microsoft Canada @bing_ads | @yang_ers

Modules we have designed Creating a PPC Campaign for your business SEO and PPC Deep Dive Introduction Online Advertising @bing_ads | @yang_ers

4 P’s of Marketing Price Product Customer Placem ent @bing_ads | @yang_ers Promoti on

Marketing Funnel Awareness Consideration Conversion @bing_ads | @yang_ers

Agenda 1. Overview of the Advertising Industry 2. Why Online Adverting? 3. Different Types of Online Advertising • Search • Display • Social 4. Future of Online @bing_ads | @yang_ers

Each Advertising’s medium effectiveness @bing_ads | @yang_ers

@bing_ads | @yang_ers

Where is the Canadian Advertising Market at? @bingads | @yang_ers

Advertiser confidence in Canada remains strong, as total advertising investment in 2012 grew 5.1% compared to overall GDP growth of 1.4% @bing_ads | @yang_ers

Digital ad spending growth surpasses all other forms of advertising media in Canada @bing_ads | @yang_ers

Digital ad growth was 15.4% in 2012, equating to 21.9% of total media ad spending in the country @bing_ads | @yang_ers

Search and display have consistently accounted for more than threequarters of Canada’s total digital advertising @bing_ads | @yang_ers

What is the draw for online advertising? @bing_ads | @yang_ers

@bing_ads | @yang_ers

Online Statistics Six Motivations for Web Usage 1. Information 2. Communication 3. Entertainment 4. Creation 5. Transaction 6. Surfing Canadian Share of Web Session by Motive throughout the Day @bing_ads | @yang_ers

Other Online Advertising Stats Canadians 18 to 48 spent… • An average of 23.3 hours per week online1 • An average of 19.3 hours a week watching TV1 Short term Offline Sales Lift for CPG Brands3 9% @bing_ads | @yang_ers “...digital is more measurable than anything else we do.” Benjamin Jankowski Global Account Director, Omnicom Media Group 8% TV (BehaviourScan) Target and Measure Internet (comScore) 1. http://www.huffingtonpost.ca/2013/04/25/tv-viewership-canada-online_n_3156176.html 2. comScore AdEffx Offline Sales Lift for Internet; IRI BehaviorScan for TV

I know half my advertising isn't working, I just don't know which half." William Lever, founder of Unilever @bing_ads | @yang_ers

How to think about Online Advertising Search • Organic • Paid Display • Web Banners • Rich Media Social @bing_ads | @yang_ers • Twitter, Facebook • Yelp, Trip Advisor

Question….. How many times today were you looking for something? @bing_ads | @yang_ers

On Bing…. In 2013 Canadians Searched for: 229995 5405 9231 Tirecraft Firestone @bing_ads | @yang_ers 19251 21115 Michelin Winter Tires Source: Bing Ads Intelligence – Jan. 2014 pull Tires 20

Consumers Seek Local Information 30% of all search queries have local intent 40% of offline transactions start with online search 48% of mobile and 36% of PC searchers visit a local business @bing_ads | @yang_ers

Wouldn’t it be great if you could… Control your message Target the right audience Always appear at position #1 Measure your ROI @bing_ads | @yang_ers

Search Engine Results Page (SERP) Search – Statement of Intent Paid Organic @bing_ads | @yang_ers 23

Pay Per Click vs. Search Engine Optimization Search Engine Marketing (SEM) Also called… Pay per Click (PPC) Paid Search Sponsored Listings Search Engine Optimization (SEO) Also called… Natural Search Organic Search Pay-per-click, paid search, denotes a cost paid by a marketer for every click through of a search listing Search engine optimization, natural or organic search (natural = organic) Links that appear at the top and to the right of the search results @bing_ads | @yang_ers Links that appear in the body of the search results 24

Paid vs. Organic Result (Query – Winter Tires) Paid Anatomy of a Result Organic @bing_ads | @yang_ers 1. 2. 3. 4. Ad Title Display URL Ad Copy Sitelink Extensions 25

= @bing_ads | @yang_ers 26

Search Engine Results Page (SERP) - Local Paid Local Listings are: • Queries based on IP and Local Listings @bing_ads | @yang_ers location keywords • Part of the SEO or organic aspect of search • Beneficial in helping customers find your store • Increasing relevancy and driving traffic to your site and store

Benefits of Bing Places for Business www.bingplaces.com  Enables businesses to claim listings and be found by millions of Bing users  Engaging customers searching online before they step foot in your store  Enriched business information drives higher online conversion  Easy to use and takes minutes to complete @bing_ads | @yang_ers

Simple Sign Up in 3 Steps Step 1 • • • Find your business on Bing, OR Create a new business listing Support bulk upload @bing_ads | @yang_ers Step 2 • • Verify ownership via mail or phone Agency verification process supported Step 3 • Listings show up on Bing search results on PC, tablet and mobile devices

Display Advertising @bing_ads | @yang_ers

Display Advertising Engagement @bing_ads | @yang_ers

Display Advertisements IAB Standard Banner Sizes @bing_ads | @yang_ers

Terminology Acquisition Metrics Search • • Function of “relevancy” and the bid is your rank on the paid search area Amount you bid = Cost Per Click (CPC) Display • • Anything from text ads, video ads, expandable ads CPM = Cost per impression / Cost per Mille (m = 1000 page views) • $20 CPM  $20 for 1000 views @bing_ads | @yang_ers Efficiency Metrics Other Metrics • • • • CTR = Click through rate, proxy of how “effective” your ad is CPA = Cost per acquisition, used to measure the marketing spend ROI = Return on Investment, usually an internal measure for the effectiveness of the online advertising campaign Impressions = How many times your ads has been seen

Social Media http://www.pcworld.com/article/2043243/how-to-boot-todesktop-mode-in-windows-8-1.html @bing_ads | @yang_ers

Oreo’s Social Media Campaign Quick Cases Study on the SuperBowl Tweet @bing_ads | @yang_ers

Because of rising social uptake in Canada, soci al network ad spending will exceed 10% of total digital ad investment by 2015 @bing_ads | @yang_ers

Social Media Advertising Amplifying the Conversation @bing_ads | @yang_ers

Review Sites – Yelp, Foursquare, etc… @bing_ads | @yang_ers

Future Online Advertising Trends @bing_ads | @yang_ers

mCommerce: Canadian internet users are using their mobile devices for shopping related activities Internet users in Canada who would use a mobile app for grocery shopping, Jul 20131 Age Distribution 43% 26% 18-34 35-55 18% Canadian internet users are starting to use their mobile for shopping activities. 28% of users use a mobile app for grocery shopping. Users in the younger age group and high income brackets tend to use grocery apps the most.1 Of all mobile shopping activities, most users research product information and check prices of an item on their phones while in store.2 55+ Mobile Shopping Activities* of Internet Users in Canada, June 20132 % of respondents Researched product information 24% Checked the price of an item in phone while in store 16% Downloaded and used and app for a retailer 12% Used a coupon on phone to save in-store 12% Purchased a product or service on phone 11% Used a QR code to find out more information about the product 11% Note: “Definitely” and “likely use” * Conducted on a mobile phone • Sources: 1) RetailMeNot.com, “Shoppers Trend Report” conducted by Ipsos Public Affairs, Aug 2013; 2) Ipsos Canada, “eNation” survey, Aug 2013 @bing_ads | @yang_ers 40

Multi-tasking Investigative Social Intent-based Content Grazing Spider-Webbing Quantum Different content across devices at the same time Related content across devices sequentially @bing_ads | @yang_ers Related content across devices at the same time

Content Grazing Investigative Social Quantum 9am-12pm 12pm-3pm 3pm-6pm 6pm-9pm 9pm-12am @bing_ads | @yang_ers Time periods over-indexing for each device. Darker shades = multi-screen activity is more likely in this time period Games console usage is directional due to relatively low incidence in multi-screening globally.

The tablet The Explorer The mobile phone The Lover The PC Games console The television The Sage The Jester The Everyman Pleasureseeking Communication Informationseeking Active entertainment Passive entertainment Discovery and exploration Connection and belonging Learning and depth Fun and achievement Relaxation and comfort @bing_ads | @yang_ers

Wrap Up @bing_ads | @yang_ers

Takeaways Online Advertising is one of the most measurable and effective forms of advertising available 2. Take advantage of the measurability of Online Advertising to drive the right ROI for your business 3. Do what is RIGHT for your business 1. @bing_ads | @yang_ers

- Bing Ads Blog - http://community.bingads.microsoft.com/ads/en/bingads/b/blog/ - Bing Ads Twitter Handle - @Bing Ads - Like us on Facebook - facebook.com/BingAds - Bing Ads Training Materials http://advertise.bingads.microsoft.com/en-ca/courses - Become an Accredited Professional (free to take) www.bingadspro.com/ca @bing_ads | @yang_ers 46

@bing_ads | @yang_ers

@bing_ads | @yang_ers

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