Paid Media Course PDF

Paid Media MARK 4023 Week 1 - Marketing Introduction Rina Kazavchinski 1 Welcome Introductions Course Overview Assessments Introduction to Paid Media Photo by Macrumors.com...

Paid Media MARK 4023 Week 1 - Marketing Introduction Rina Kazavchinski 1 Welcome Introductions Course Overview Assessments Introduction to Paid Media Photo by Macrumors.com 2 Hi. I’m Rina. My email to come! My Story  Introductions What’s your name? Why did Unique you choose Fact this About program? you?  Missed Tests/Assignments/Policies For the For the Instructor Classroom Cellphones Communication Through your College email only Academic Honesty Generative AI Time to respond Disruptive 24/48 hours (during business days) conversations during Instruction Marking Time within 10 business days (after the official will not be tolerated assignment due date) 7 8  Missed Tests/ Assignments Policies Tests must be written during the scheduled test time. Students are required to contact their professor within 24 hours of a missed test. Email messages are an acceptable form of contact. A failure to comply will result in a mark of zero for that test. Students who have communicated their absence to faculty within 24 hours may where possible be permitted to write a make-up test at the discretion of the professor. These accommodations may only be made for one missed test in a course. After one missed test, any further missed tests will be assigned a grade of zero.  D2L Everything will be on D2L Platform, I am waiting for my access, but will update the materials as soon as I get it! Critical Path (Course Outline) This is your guide to the course … get to know it 11  Deliverables Deliverables Deliverable Weighting Three Quizzes 25% Mid Term Exam 30% Case Study 15% Final Exam 30%  Course Learning Outcomes 1. Develop an integrated marketing communications plan for a produce using paid media. 2. Use market segmentation strategies and paid media targeting tools to reach required audiences. 3. Measure the results of a paid marketing campaign and identify strategies for an integrated marketing communications plan. 4. Describe the process for programmatic buying and real-time bidding. 5. Describe the challenge of and strategies to address developments in paid media such as click fraud, ad blocking and brand safety. Course Overview Week 1 – Introduction to Paid Media Week 2 – Campaign Management Week 3 – Targeting Week 4 – Display Ad Metrics Week 5 – Creative Week 6 – Programmatic Trading & RTB Week 7 – Midterm 14 Overview Continued Week 9 – Forecasting Results Week 10 – Introduction to Google Ads Week 11 – Paid Social Media Week 12 – Retail Media Networks Week 13 – Video Ads Week 14 – Challenges Week 15 – Final Exam 15 Questions? 16 Assessments Quizzes Due Week 3 (5%) Week 6 & 10 (10%) Midterm - 30% Week 7 Individual Assignment – 15% Due Week 13 Final – 30% Week 15 Any assignment or quiz is due at the start of class time before the due date 17 The Fine Print The Assignment is due by the start of class time on the due date. Late assignments (by even a couple of minutes) will lose 10% a day for 5 days and then receive a grade of zero. If you are going to miss a test or assignment for a justifiable reason – medical, legal, bereavement – then documentation will be required. Please see the details on the Course Outline. 18 Thoughts? 19 Materials are in Brightspace/D2L 20 Possible Online Learning Activities Readings Videos Reflective Thinking Tasks Collaborate Sessions 21  Live Lectures – in person We will have weekly Live Not all the material for each You may need to complete the week may be covered in the rest of the learning activities in Lecture D2L/Brightspace 22 23 Paid Media Marketing What is this? What are we talking about? 24 The Digital IMC Media Mix Owned Paid Shared Earned 25  Categorizing Media Media, Content, Assets and Platforms owned or controlled by the brand Websites, Mobile Apps, Social Media Brand pages, Blogs, bricks and mortar Stores, Webinars. Owned Email is a hybrid of Owned and Paid Brand presence gained through influence rather than advertising. Word of Mouth, Social Media likes, shares, re-tweets, pins, Reviews, Memes, Fanfiction Earned  Categorizing Media Organic social media built on curated content, reviews, forums and other online communities. Shared Advertising channels the brand pays to deliver their message TV+Radio+Print+OutofHome Advertising, Display Ads, Paid Paid Search Ads, Native Ads, Video Ads, Shopping Ads 28 29 Paid Media’s Role Drive traffic to an organization’s owned sites Website, Social Media Site, App, Physical Store etc By Raising Awareness – Acquire By Generating Interest/Facilitating Evaluation– Engage By Motivating Action - Convert 30  Paid Media's Role Showcase the advertising creative to the right people, at the right time, at the right cost to drive a change in attitudes or behaviour Drive traffic to an organization’s owned properties like website, social media site, app, physical store Raise awareness Generate interest Motivate people to act 31  What are the benefits of Paid Media vs other media? 32  Guaranteed delivery Control the message Match the message to the audience (good targeting/retargetting) Control who sees your content - predictable Reach people who you want who don’t know about the advertiser Paid Reach people who don’t access your social media Media Get your owned content seen in a saturated online space Get on a buyer’s menu Benefits Upsell & cross-sell More reach Affordable/measurable Easy to test/split test Easy to scale 33  Brands (Advertisers) Have a Marketing Objective to Achieve Advertising Agencies or In-House The Creative, Media Planning & Buying Advertising Ad Networks & Exchanges Eco System Facilitate Ad Placement with Publishers Publishers Monetize their Audiences 34  Desktop Ad Content publishers, games, social networks Mobile Platforms Content publishers, games, social networks, – how it apps Audio is Podcasts delivered Video to the User created, long & short format, connected TV, YouTube, social media audience Out-of-Home Billboards, subway signage, transit shelters 35 Mobile Ad spending growing much faster 36  Out of Home Print publications Radio Traditional TV Channels Telephones Events Direct to Home 37 Paid Digital Media Channels Paid Search Display Social Media Retail Media Amazon, Walmart, Loblaws Podcasts Games Connected TV (CTV) 38  An Ad Campaign is Intended to achieve a marketing communications Paid Media is objective Usually done Usually create Awareness, encourage Consideration or drive Conversions in Campaigns Can be one creative but is often a set of creative ideas Revolve around a single message 39 Basic Elements of a Paid Campaign Marketing Objective Target Market Advertisement Landing Page Conversion 40 Critical Project Path of a Campaign Plan Close & Initiate Report Monitor Execute & Control 41  Based on clear Marketing Communications Objectives Great Fueled by great knowledge of your target market Campaign Steered by placement in the right media Ignited by an attention grabbing, creative idea Planning Controlled by measurement 42  Marketing Communications Objectives & Target Audience Intent combine Through the Consumer Decision Making Model 43  Think about how you buy something you haven’t bought The before or you don’t buy very often Consumer Decision You need to purchase Life Making Insurance by Friday. Model How would you figure out what to buy, who to buy it from and what it costs? 44 The Consumer What steps would you take Decision when buying Life or Home Insurance? Making Model 45 Consumer Decision Making Model Also Described this way Awareness Interest Desire Action Described by Google As Awareness Consideration Conversion  Paid Media What Marketing Communications Objectives can paid media be used for? Acquire/ Awareness Engage/ Evaluation Convert/ Sell 49 The 7 main campaign planning decisions SET THE GOAL AND SELECT TARGET DEFINE THE IDENTIFY THE KPI OBJECTIVE AUDIENCE MESSAGE METRIC CONFIRM THE FORECAST BUDGET, DURATION EXPECTED ROI AND BUYING PLAN 50  PERSONAL CLIENT STORY EXAMPLE (demonstrating the importance of marketing analytics and paid media) 57 Canadian Digital Ad Spend In 2023, digital advertising spending in Canada was estimated at approximately 14.72 billion Canadian dollars, marking a 10% increase from the previous year. Statista This growth was primarily driven by increases in social platform advertising, which saw a year-over-year growth of 1.2%, and digital audio advertising, which grew by 29%. 58 Summary Paid Media are media (digital Billions of dollars are spent each and traditional) that are year in Canada to purchase purchased to deliver a message Digital Paid Media to deliver to potential customers marketing messages In the last couple of years, Google used to have the largest Facebook and Amazon have market share in Paid Media been gaining market share rapidly Paid Media can be used throughout the customers’ journey from awareness to conversion 59 What’s Next 1. Read the Course Outline 2. Note the important dates where you track dates Next week – Overview of the Industry and ad formats WEEK 2 – Media Planning & Display Ad Formats 1 Any Questions from Last Week? This Photo by Unknown Author is licensed under CC BY 2 What’s one thing you took away from last week? This Photo by Unknown Author is licensed under CC BY 3 Media Planning Learning Objectives At the end of today you should be able to: Describe the key steps in the Media Planning Process Define the importance of Success Metrics 4  5 Critical Project Path of a Campaign Plan Close & Initiate Report Monitor Execute & Control Critical Path of a Campaign Planning Collaborate on the Campaign Brief Initiating The Creative and Media Strategy proposal to the Client Execution Deliver the Creative Assets Execute the media buys and placements Monitoring and Control Monitor performance – conversions, engagement, cost Educate the stakeholders & recommend adjustments Make adjustments Repeat Close & Report Produce report of results Client Sign off Archive Creative Assets 6  7 It takes a Team to Execute a Campaign Brand/Advertiser Media Creative (Channels) Agency Media Agency  8 Roles At Full Service Digital Agencies Drive Revenue Account Team Business Development Strategy & Conduct Consumer Research Research Provide budgetary direction Creative & Creative Concept & Ad Design Production Deliver brand consistency & capture attention Identify, measure, negotiate & buy media Planning & Buying placements Launch, monitor, optimize & report on live Ad Ops campaigns  9 Critical Project Path of a Campaign Plan Close & Initiate Report Monitor Execute & Control More Background Means a Better Plan Brand history Results of past campaigns Confirm & prioritize objectives Traditional versus digital media & KPI Time of year & seasonality Determine feasibility of Types of creative used business objectives & budgets Media landscape Final approval of objectives, What is happening in the strategy & budget industry? Usage rates trends New platforms and technologies 1 0 Establishing Media Buying Guidelines What are the mandatories? Example - must be on globeandmail.com Confirm pricing models Flat fee, CPC, CPM, CPA Brand safety For example, automotive will not put the advertisements on sites about alcohol or car crashes Identify regulatory guidelines For alcohol – 80% of visitors on site over 18 Rules about advertising to children Rules about contests 1 1  12 Confirm Creative Assets What is the creative assets (the ad, the video, the app) Who is developing it When will it be ready Obtain Administrative Rights for Brand Owned Media This is so the agency can manage - Landing Pages, Social Media Pages etc  13 Steps in Media Planning & Buying Plan Close & Initiate Report Monitor Execute & Control  14 Creating Media Strategies 1. Campaign Research 2. Define Media Mix Allocation 3. Collaborate with Creative Agencies 4. Design Data Strategy & Measurement Plan 5. Develop Strategic Recommendation for Brand Define Media Mix & Rationale Why are you recommending the media? Search Proven-effective for advertiser or Sponsorship Video similar advertisers Great targeting Incredible negotiated rate Digital out of Podcasts home Innovative way to showcase the brand Media Mix Digital audio Social ads Need to be there to protect the brand Programmatic High potential test placement Connected display TV Huge audience Native ads Site specific display 1 5 Campaign Phasing Strategy Weeks Strategy 1 2 3 4 5 6 7 8 9 10 11 12 13 Prospect & Learn Acquisition Run top Performers Enrol as many participants we can, as quickly as possible Maximize learning in weeks 1-3 Rollout weeks 4-9 Go dark or run any left over media in weeks 10-13 Gauge success by CPA & conversion rate “Register Now” CTA throughout 1 6  17 Steps in Media Planning & Buying Plan Close & Initiate Report Monitor Execute & Control  18 Execute – Media Buying Process 1. RFP process Create & send RFP to Vendors Establish Vendor review criteria Meet Vendors as needed Receive Proposals Select Vendors 2. Evaluate and Negotiate 3. Forecast Results 4. Finalize Media Plan 5. Obtain Authorization to Buy 6. Manage the Insertion Order Process 7. Manage Tagging & Tracking Process 8. Verify Successful Launch  19 Steps in Media Planning & Buying Plan Close & Initiate Report Monitor Execute & Control Monitor & Control Monitor Ongoing Results Looking for Performance Anomalies Interim Performance versus expected results Spend rate versus budget by Media Present optimization recommendations to Brand team Implement Approved Optimized Media Mix Continue to Monitor and Report 2 0  21 Steps in Media Planning & Buying Plan Close & Initiate Report Monitor Execute & Control  22 Close and Report End of Campaign Pull Final Delivery Reports by Platform Resolve Discrepancies Approve Brand Billing  23 Close and Report End of Campaign Pull Final Delivery Reports by Platform Resolve Discrepancies Approve Brand Billing Let’s try this out with a group activity! Brief SavorySpot - Local Restaurant Launch Objective: Drive foot traffic to a new farm-to-table restaurant in the city’s downtown area, appealing to food enthusiasts and local residents. Key Features: Locally sourced ingredients, seasonal menu, casual dining experience. Goal: Fill 75% of reservations for the opening month via local SEO, social media, and food blogger events. 1. Get into Groups 4-5. 2. Each group will get assigned one of the five stages of the campaign process: Plan, Initiate, Execute, Monitor & Control, Close & Report. 3. Each group presents their stage to the class, highlighting key points. 24 Steps in Media Planning & Buying 1. Plan: Identify the campaign's objectives, target audience, and key messages. 2. Initiate: Determine the platforms and resources needed for the campaign (e.g., budget, team roles). 3. Execute: Outline the key steps to launch the campaign (e.g., creating ads, scheduling posts). 4. Monitor & Control: Explain how they will track performance and adjust strategies if necessary (e.g., using analytics tools). 5. Close & Report: Plan how to compile a final report and share the campaign’s outcomes with stakeholders. 25 Display Ad Formats 26 Learning Objectives 1. Describe the types of display ads according to the IAB Ad Standards. 2. Describe the principles of LEAN ad formats and the reasons for their implementation. 3. Describe how users are tracked using pixels and cookies. 4. Describe attribution and its role in managing a marketing campaign. 27 Canadian Revenue Share by Ad Vehicle 28 Marketing Communications Channels A type of delivery vehicle to your customer for your message or offer 29 Traditional Channels Out of Home Print publications Radio TV Telephones Events Direct to Home 30 Paid Digital Media Platforms Search Display Social Media Video Native Shopping 31 Examples Display Ads Social Advertising 32 Formats of Social Media & Display Ads Text Dynamic Display Ad Carousel Story Video Shopping 33 Text Paid Search Ads and other text formats 34 Static Digital Ads 19 (Static aka not moving)  Cons Very small, little space for copy Likely very low clickthrough rate Banner fatigue – over use of same banner, become invisible  Benefits Studies show beneficial impact on brand image and awareness even if ad not clicked Clickthroughs are measurable  Able to compare effectiveness  Able to assess Return On Ad Spend Interactive Advertising Bureau of Canada The national voice and thought leader for the Canadian interactive marketing/advertising industry representing 250+ advertisers, ad agencies & media Conducts original, Canadian digital/interactive research; Establishes & promotes digital advertising standards & best practices; Acts as an advocate for Canadian digital advertising industry to government; Organizes events to inform & enhance communication between members. IAB Globally 43 IABs in North & South America, Africa, Asia Pacific and Europe share challenges, develop global solutions & advance digital advertising worldwide IAB Ad Format Standards IAB creates standards for Ad formats Helps advertisers, agencies and publishers to use common language Ensures the ads being built and the ad units being offered are scalable to multiple publishers, advertisers and industry needs Protects the user experience from intrusive, or oddly sized ads Created standards to forbid the ads most annoying to consumers 37 IAB Canada Guidelines http://iabcanada.com/guidelines/ 38 Medium Rectangle 39 Large Rectangle 40 Leader Board 41 42 Half Page 43  44 Large Mobile Banner IAB Adopts Flexible Ad Sizes for Responsive Website Design Flexible Size Ad Specifications based on: Increasing differences in sizes and resolutions of customer devices, desktop and mobile Publisher content needs to respond to multiple client screen sizes and this requires ads that can respond as well The Creative design need to respond to different sizes without losing the original message and impact (Creative Fidelity) Flexible Ad specification define aspect ratio ad units Ads maintain their ratio of width to height while adjusting to screen size Aspect Ratio based Flexible Ads The ad keeps its relative size (width to height) regardless of the screen size it is display on Instead of Pixels, ratios are used Old Pixel Size Aspect Ratio Leaderboard 728 x 90 8:1 Big Box 300 x 250 1:1 rectangle Skyscraper 160 x 600 1:4 Half Page 300 x 600 1:2 46 Example Flexible Ad Specs Lean Ads You have a reading this week Interstitials Interstitial ads are full-screen ads that appear at natural transition points in an app or website. They can be interactive, allowing users to choose to close the ad or click through to the advertiser's destination. I was here … And then while I was looking at the page, this happened…  ENTERYOUR EMA.ILBELOWTOFINDOUT ENTER Y OUR EMA IL NOW *Entering your email makes you eligible to receivl! future promotional emails.  ENTERYOUR EMA.ILBELOWTOFINDOUT ENTER Y OUR EMA IL NOW *Entering your email makes you eligible to receivl! future promotional emails. LEAN DOES NOT ALLOW SOME PREVIOUS FORMATS  27 Types of InternetAdvertising  Classifieds, Directories (and auctions) Paid listings on job boards, real estate listings, yellow pages, auction listings, etc.  Applications Generate Sales (primarily) Directories Classifieds  30 Classified & Directories Advertising  Pro Direct Marketing tactic that leads directly to sale transaction Results measurable  Con Competitors often in the same location NATIVEADVERTISING 31  Integrate editorial content and advertising http://www.ontariotravel.net The information looks like editorial. The advertiser paid a fee to have it displayed. Companies such as BuzzFeed, develop content designed to go viral Pros: visitors engaged in the content Cons: if content is not focused on providing useful information to the user then they will feel it is deceptive. Not to be confused with Native Format Ads Ads in Native Format – designed to look like the content around them – in Social Media and other Platforms 61 Attribution & Tracking 62  Attribution Marketing Attribution – the process of identifying a set of user actions that contribute to a desired outcome and assigning a value to each action. Very important for determining effectiveness and cost – efficiency Can be challenging - Last click the last action of the user before purchase - Every exposure of equal value 63 Scenario – ACME Products IMC Display Ads and Social Ads are used to increase Awareness and Interest in Acme’s New Product Search Ads direct Interested potential customers to Acme’s Product Pages Product Pages and Customer Testimonials are used to help Interested customers research the product The Online Shopping function allows Decided customers to complete their purchase 64 Acme’s IMC Strategy Display Ads Social Media Ads Awareness Search Ads Product Pages Consideration Customer Testimonials Online Shopping on website Conversion 65 Tracking and Attribution Customers will follow a path from one element to another See Visit Visit Product Display Page Customer Testimonials Ad See Social Ad Search Purchase Product 66 Tracking and Attribution Total Sale of a Product worth $100 – how much does each step contribute to the purchase? See Visit Visit Product Display Page Customer Testimonials Ad See Social Ad Search Purchase Product 67  Attribution Only Possible If You Can Track the User Tricky over multiple behaviours, multiple devices, multiple channels, and elapsed time Read the article about common tracking technologies - Cookies, Pixels and Bugs 68 Summary 33  Internet Advertising is useful for building awareness, reinforcing branding, assisting with research and driving conversions  IAB has standard ad formats  These formats are changing from static sizes to Flexible Ad standards based on aspect ratios  The industry has also adopted LEAN principles to preserve the user experience What’s Next Complete readings- under week 2 Online Quiz – Next week in Class. Use CHROME as your Browser Next week we are studying Targeting 70 Week 3 TARGETING 1 This Photo by Unknown Author is licensed under CC BY  2 This Photo by Unknown Author is licensed under CC BY  3 Agenda Defining Target Markets Using Target Markets for Targeting Targeting Tools Targeting for Remarketing  4 Market Segments This Photo by Unknown Author is licensed under CC BY-SA-NC Market Segments What are Market Segments? What are they used for? How do they help marketers? How are they created? What factors are used to identify segments?  6 What is a Market Segment How are segments What are marketers used? looking for when they identify segments?  7 What is a Market Segment How are segments What are marketers used? looking for when they identify segments? Design a Groups of customers compelling/enticing who buy the same thing message in the same way Choose engaging images Select the channel & the platform most likely to reach them Segmenting Consumer Markets Geographic Demographic Psychographic Behavioural 7-8  9 What is a Target Market? How is it the same as a market segment? How is it different?  10 What is a Target Market? Target markets are the market segments that have been identified as a priority for the organization to attract They will be the target of the integrated marketing communication programs  11 Targeting What is Targeting? Why do it?  12 Targeting What is Targeting? Selecting a market segment or market segments to focus on for the development and delivery of a marketing campaign Why do it? Improve the efficiency of the campaign by delivering the message to those more likely to respond to it Improve the effectiveness of the campaign by developing a message, presentation that is likely to resonate with that group selecting a channel and platform that this group is most likely to see  13 Targeting What you need to know to get started? ✓What do you know about your market segments? ✓Where are they on the Consumer Decision Making Process? ✓What market segment will help you achieve your business objectives?  14 What Do You Know About Your Segments Demographics Geography Psychographics What are they interested in What do they believe What do they value Behaviour What do they buy What do they search for What words do they use What platforms do they use Smartphones, desktop, gaming console  15 Where do you get this information? This Photo by Unknown Author is licensed under CC BY-SA This Photo by Unknown Author is licensed under CC BY  16 What Target Audience Do You Want How do you select your primary target audience? Is there only one?  17 What Target Audience Do You Want? Factors to Consider Potential Market Size Growth Size Competition Brand loyalty to their preferred brand Be first if category – if you can’t be first in a category create a new category and be first in that What market share do you need? Their needs/wants fit with your product’s Unique Selling Proposition Who are your best customers?? What target markets are likely to produce your best customers?  18 Consumer Decision Making Model Awareness Consideration Conversion  19 Consumer Decision What does this have to do with targeting? Making Model  20 Factors for Targeting Specific parameters Stage in Decision Making Funnel Target Market Segment  21 Note A market segment does not represent all the types of customers that purchase a brand It represents one type of customer who buys the same thing in the same way  22 Market Segment Tim Hortons Demographics – 25 – 55, all genders, full time, income of at least $50K year Geographic – Urban, suburban, small time, Psychographic – daily routine, Busy, efficient, frugal, Behaviour – Work in an office and go for coffee before 8AM  23 Individual reflection If you and other people in your friend group were a segment that Tim’s wanted to target, how would you describe this segment?  24 Group Exercise Come up with another market segment for Tim Hortons + create one for Starbucks that you think is very different to either Tim Horton’s segment that we’ve just discussed For both: Be prepared to present back to the class (know what room number = group number you were in & assign someone to speak Chose a marketing objective that you might have that you might want to use your advertising for to reach this segment?  25 PAID MEDIA TARGETING METHODS  26 Paid Media Targeting Parameters Demographics Age, gender, job title, company, education, language, marital status Geographics Location Psychographics Likes, favourites, reads, interests  27 Paid Media Targeting Parameters And – Behaviour! Sites visited Pages visited Shopping carts started Searches made Search terms used Prior purchase behavior Device usage Connections  28 Depends On The Marketing Objective Drive Awareness Foster Consideration Complete Conversion  29 Targeting Who Demographic to reach a defined group – age, gender, parental status, household income, language Those who have engaged with your website, social media page, etc Those who are actively purchasing or have purchased Where – 2 types Geographically Contextually where online (topic targeting) What is of interest to your prospective customers? Keywords What do they share and like?  30 Google Ads Targeting Segments based on Marketing Objectives Awareness Affinity Segment Custom Segment Demographic Targeting Consideration Affinity Segment, Custom Segment Demographic Targeting Life events: Reach users when they're in the midst of important life milestones Similar Segment In-market Segments Your Data (Remarketing)  31 Affinity Audiences Google curated audiences Currently more than 130 Avid Investors, Foodies, Frequently Dines Out, Do-It-Yourselfers, Family-focused, Pet Lovers, Book Lovers, Sports Game Fans, Thrill Seekers, News Junkies, Bargain Hunters, etc.  32 Example Affinity Audiences  33 Custom Segments Advertiser created Use a combination of Keyword phrases to capture interests URLs to create interest categories based on content of site Apps of interest Places visited  34 Influence Consideration – Who to target? Affinity Audience, Custom Audience In-market audiences – Find your best audience Classify users based on their demonstrated in-market behavior and purchase intent Your data segments: (Remarketing) Reach users that have interacted with your business. Website and app visitors: Reach people who have visited either your website or your apps. Customer Match: Reach your existing customers based on your CRM data.  35 Awareness Targeting – Facebook & Instagram 3 Audience targeting options New Audience  36 What is a New (Core) Audience? Default audience  37 New (Core) Audiences on Facebook Uses Facebook Data Reach audiences based on Location - geography – city, state/province, country, zip/postal code Demographics – relationship status, life events, workplace, job title, market segments, parents, age, gender, language etc interests – sports, knitting, organic foods, etc Behaviours – things they purchase, devices used etc. Connections – include or exclude facebook users who are connected to your organization’s facebook page  38 Core Audience uses Facebook data  39 Custom Audience uses your audience data From Your Website or You App or Your Contact Lists in Your CRM  40 Great Resource on Targeting on Facebook Ad Targeting: Options to Reach Your Audience Online | Meta for Business (facebook.com)  41 Lookalike Audience builds off an existing Audience X  42 Awareness Targeting - Linkedin Profile-based demographic targeting 15 facets Grouped by Experience, Company, Education, Interests, Identity Audience Expansion Includes similar audiences to those you've selected Example profile target includes skill – Online Advertising, Also show your ads to those with the skill Interactive Marketing  43 Remarketing Google estimates 96% of visitors leave sites without converting 49% visit a website 2 – 4 times before converting  44 Remarketing Process User Visits Website or Brand Page User Clicks on Ad - Returns to User Leaves your Website and is tracked or Brand Page User is Targeted with Your Ad on other websites  45 Remarketing Source: Wordstream  46 REMARKETING ON THE GOOGLE DISPLAY NETWORK NOW CALLED YOUR DATA  47 Drive Action - Connect with Interested Users Remarketing – show ads to people who have visited your web properties (website, app, YouTube Channel) 3 ways to remarket Standard Show ads to past visitors as they browse websites and apps on the Display Network Dynamic Show ads that include products and services past visitors looked at Video Who ads to people who interacted with your videos or YouTube channel as they use YouTube, browse Display Network videos, websites and apps  48 Remarketing Tailor ads based on a user's previous actions with your website or app How it works Cookies – unique identifier Buyer profile created. Add tracking to website or app to collect user data Increase bids to show ads to previous visitors Use tracking data to select the ad most relevant to the user based on their previous behavior  49 Creating Effective Remarketing Lists How far into your site or app have your visitors ventured?  50 If only visit Home Page User has very shallow awareness about Brand and product Ad should: Reinforce awareness Brand offering message  51 If visit Category Pages Prospect is interested in a category but don’t know which products Ads should focus on product category and promote an offer or discount Free Shipping, BOGO, 25% off etc, Warrantee,  52 If they visit a Product Page Prospect viewed info about a specific type of product but didn’t begin the buying process Ads should stress a unique feature/benefit of that product  53 If the visitor abandoned their shopping Cart Visitor Added products or started a form and then left without finishing Ad should Offer discounts and special offers This target has the highest likelihood to convert  54 Past Converters Ads should Cross Sell, Upsell, remind user about other products and categories  55 Remarketing Marketing on Google Ads Brand Awareness – reinforce Create tailored message for that type of customer Where they are in the buying process, type of buyer Bidding for a smaller more targeted audience, more likely to click and convert – Higher ROI Higher conversion  56 Remarketing Reach interested Audiences Higher Conversion Rates Are there any downsides to this approach? What are the risks? Look at the materials I have given you on remarketing think about these questions  57 Summary Targeting is a critical step in the campaign planning process It is based on identifying both the Market Segment and the stage in the Consumer Decision Making Process Not surprisingly Awareness targets new audiences Consideration can target both identified and similar audiences Conversion is best targeted at audiences who have shown consideration or previous conversions Retargeting is a crucial step for driving conversions- focuses messages to potential customer who are aware, have engaged, but not yet converted  58 Week 4 Next Week We will be studying Paid Media Metrics  1 CPM Click Through CPC Rate Impressions Clicks Conversions Cost Cost per Action Revenue Cost per ROI Conversion Conversion Rate Campaign Cost ROAS Paid Media Metrics Week 4  2 Learning Objectives By the end of this week you should be able to: 1. Use the formulas to calculate paid advertising performance metrics. 2. Conduct an A/B test and identify which Ad performed better. Calculations You’ll Learn Calculations use basic arithmetic, not calculus - don’t worry ✓ Clickthrough rate (CTR) ✓ Conversion rate ✓ Cost per action (CPA) ✓ Cost per thousand impressions (CPM) ✓ Cost per click (CPC) ✓ Return on investment (ROI) ✓ Return on ad spend (ROAS) 3 How to Approach This Week The Week is divided into 2 modules. Module 1: Participate in the live lecture and a short reading on objectives setting. Module 2: Work sheets on each of the calculations and A/B testing. Do each of the work sheets in turn. The answer sheets are also provided. Do the work sheets first and then check your work.  5 Agenda for Today Introduction to Paid Media Metrics and Analysis Limitations of Data Capture Calculating Results AB Testing This Photo by Unknown Author is licensed under CC BY  6 You are buying a Display Ad on CNN What do you need to know to determine if the ad was effective?  7 What Do You Need to Know How much did we pay for the campaign? Was the ad effective at generating clicks? How many people visited the landing page? How effective were the ad & landing page at generating Conversions, Views, Shares, Sign Ups? How Many? How efficient was the ad at generating Conversions, Actions, Leads, Views? How much did we pay for each one Did we make a profit? Which ad worked better? Paid Media Metrics Answer Important Questions Help us make better advertising decisions: Which ad creative is more effective? Which ad placement should get more funding? Is the ad campaign cost-effective for the advertiser – is it worth advertising at all? Which target audience is our “best” prospect? How much should we spend on each placement? How much should we budget for the next campaign? 8 We Use Metrics for All Campaign Stages Ad Delivery Return on Media & Conversions Media Cost Interactions Spending CPM # Impressions # Actions Total revenue CPC # Clicks # Conversions Return on Conversion rate investment (ROI) Cost of the Clickthrough Cost per action Return on Ad Campaign rate (CPA) Spend (ROAS) Cost per Conversion 9  12-10 SOURCES & LIMITATIONS OF DATA COLLECTION  12-11 Limitations of Data Capture How is this information gathered? Is it 100% accurate? What impacts accuracy?  12-12 How do we know who saw the ad? How do we know who came to the website? If First Party Cookies First-party cookies are small text files that a website creates and stores on a user's device. They are used to personalize a user's experience on a website. Parcels of text sent by a server to a web browser & then sent back each time that browser accesses that server Not a program, not executable Used to differentiate users and maintain user data during navigation 1 3  12-14 Limitations of Data Capture The system does not always count a unique user correctly. Why? 1. Multiple users of the same IP address 2. Multiple users of the same computer 3. Cache The user’s system and the ISP store copies of frequently requested pages. This is done to speed browsing and decrease traffic on the system. However, the server for that website cannot count presentation of cached pages. Tracking Is Becoming More Challenging Browsers will no longer support third-party cookies More laws to protect consumer privacy & data use Move from opt-out to opt-in for tracking GDPR in Europe (General Data Protection Regulation) CCPA in California (California Consumer Privacy Act) Canada’s PIPEDA changing and becoming more restrictive (Personal Information Protection and Electronic Documents Act) The programmatic industry in is undergoing transformation Final solution not yet clear First-party data very important 1 5  12-16 Advertising Terminology Impressions Number of times an ad is displayed Clicks Number of clicks on an ad or a link Clickthrough rate (%) Percentage of impressions that resulted in a click  12-17 Advertising Terminology CPM – Cost per 1,000 impressions Not a measure of a sale, but a measure of a viewing. One buys impressions in groups of 1,000 you can’t buy 1 impression or 150 impressions. Many display ads priced in CPM CPC – Cost per Click (also Pay per Click) Cost for each time the ad is clicked. You can buy 1 click or 150 clicks. Most paid search ads priced CPC Cost per Action Cost Per View, Cost per Conversion Conversion = Purchase or user action  18 Cost of the Campaign How was the media priced? CPM – cost per 1,000 impressions CPC – cost per click  19 Was the ad effective in generating clicks? Click through rate (CTR) CTR = (# clicks/ # impressions) x 100 Jake’s Café placed a display ad on the Now Magazine website offering a 2 for 1 coupon. The ad was shown to 10,000 viewers and clicked 250 times. What was the click through rate?  20 Was the ad effective in generating clicks? Click through rate (CTR) CTR = (# clicks/ # impressions) x 100 Jake’s Café placed a display ad in Now Magazine offering a 2 for 1 coupon. The ad was shown to 10,000 viewers and clicked 250 times. What was the click through rate? CTR = (250/10,000) x 100 CTR = 0.025 x 100 CTR = 2.5%  21 Use the same formula to forecast CTR = (# clicks/ # impressions) x 100 # clicks = # impressions x CTR Jake has decided to place another round of display ads on thestar.ca. They plan to buy 100,000 impressions. If they achieve the same CTR as the past campaign (2.5%) how many clicks will they get?  22 Use the same formula to forecast CTR = (# clicks/ # impressions) x 100 # clicks = # impressions x CTR Jake has decided to place another round of display ads on thestar.ca. They plan to buy 100,000 impressions. If they achieve the same CTR as the past campaign (2.5%) how many clicks will they get? # clicks = 100,000 x 2.5% #clicks = 100,000 x 0.025 #clicks = 2,500  23 The Path of the User from Ad to Site Ad View Ad Impression # of Clicks Click Click Ad Through Rate Visit # of Landing Landing Page Visits Page # of Sales or completed user Conversion Action Conversion Rate Cost per Action  24 Measure User Action Conversions Micro conversions – Views, Shares, Sign Ups Macro conversions – Sales Conversion Rate = (# Conversions / # of Clicks) x 100 How would we use this metric???  25 How about Calculating # of Conversions If you know the conversion rate and the # of clicks you can use the same formula. Conversion Rate = (# Conversions / # of Clicks) x 100 # Conversions = # of Clicks x Conversion Rate  26 The Path of the User from Ad to Site View Ad Ad Impression Click Click Ad Through Rate Visit Website Landing Visits Page Sale or completed user Conversion task Conversion Rate  27 You Do One You placed a Display Ad on the CNN website. It was displayed 100,000 times to CNN visitors. 5,000 people clicked on the ad. 100 people who clicked on the ad bought your product. How many impressions of the Ad? How many impressions of the landing page for the ad? What is the Click Through Rate? What is the Conversion Rate?  28 Answers: 1. How many Impressions of the ad? It was displayed 100,000 times to CNN visitors  29 Answers: # Impressions of Landing Page 2. A Click on the Ad = An Impression of the Landing Page 5,000 people clicked on the ad = 5,000 Impressions 3. What is the Click Through Rate Click Through Rate = (# Clicks / #Impressions) x 100 Click Through Rate = (5,000/100,000) x 100 Click Through Rate = 0.05 x 100 Click Through Rate = 5%  30 4. Answers: What is the Conversion Rate You placed a banner ad on the CNN website. It was displayed 100,000 times to CNN visitors. 5,000 people clicked on the ad. 100 people who clicked on the ad bought your product. 4.. Conversion Rate = (# who bought / #site visitors) x 100 Conversion Rate = (100/5,000) x 100 Conversion Rate = 0.02 x 100 Conversion Rate = 2%  31 Why Use Metrics To understand the relationship between the Display Ad, the landing page, targeting and offer. A great ad might get clicks, but no conversions The landing page is poor, the offer is poor. A great ad might not generate clicks It was not targeted at the right target audience. A poor ad might not generate clicks, but the landing page is good and the few who come convert. Poor clickthrough rate, good conversion rate  32 Why Use Metrics? To learn how to maximize the impact of the Ad, the Landing Page, the Offer and the Targeting to achieve the Marketing Objectives. This Photo by Unknown Author is licensed under CC BY-SA-NC  33 USING ANALYTICS  34 Financial Metrics- Efficiency Customer Acquisition Cost – this is what the accountants call cost per conversion Cost per Conversion = Cost of the Campaign / # of Conversions Cost per Action = Cost of the Campaign / # of Actions Cost per Lead = Cost of the Campaign / # of Leads  35 Customer Acquisition Cost Jake’s Café ran a paid media campaign on the Now Magazine website. 10,000 impressions were purchased at a CPM of $10. Step 1: How much did Jake pay for the campaign?  36 Customer Acquisition Cost Jake’s Café ran a paid media campaign on the Now Magazine website. 10,000 impressions were purchased at a CPM of $10. How much did Jake pay for the campaign? Cost of campaign (for CPM) = (# Impressions/1,000) x CPM Cost of campaign = (10,000 / 1,000) x $10 Cost of campaign = 10 x $10 Cost of campaign = $100  37 CPM Online Calculator I love A screenshot of a calculator Description automatically generated  38 Customer Acquisition Cost Jake’s Café ran a paid media campaign on the Now Magazine website. 10,000 impressions were purchased at a CPM of $10. He paid $100 for the campaign. The campaign generated 250 clicks and a conversion rate of 50%. Step 2: How many conversions did Jake generate?  39 Customer Acquisition Cost Jake’s Café ran a paid media campaign on the Now Magazine website. 10,000 impressions were purchased at a CPM of $10. He paid $100 for the campaign. The campaign generated 250 clicks and a conversion rate of 50%. How many conversions did Jake generate? # conversions = # clicks x Conversion Rate # conversions = 250 x 50% # conversions = 125  40 Customer Acquisition Cost Jake’s Café ran a paid media campaign on the Now Magazine website. 10,000 impressions were purchased at a CPM of $10. Jake paid $100 for the campaign The campaign generated 250 clicks and 125 conversions with a conversion rate of 50%. What was the Customer Acquisition Cost (Cost per Conversion)?  41 Customer Acquisition Cost Jake’s Café ran a paid media campaign on the Now Magazine website. 10,000 impressions were purchased at a CPM of $10. Jake paid $100 for the campaign The campaign generated 250 clicks and 125 conversions with a conversion rate of 50%. What was the Customer Acquisition Cost (Cost per Conversion)? Customer Acquisition Cost = Cost of Campaign / # Conversions Customer Acquisition Cost = $100/125 Customer Acquisition Cost = $0.80  42 Financial Metrics – Effective Return on Ad Spend (ROAS) = Revenue / Cost of the Campaign Return on Investment (ROI) = [(Revenue – Cost of the Campaign) / Cost of the Campaign] x 100  43 Doing the Calculations  Campaign A ◼ Cost per thousand (CPM) - $10 ◼ # Ad Impressions – 4,000 ◼ Clickthrough Rate 2% ◼ Conversion Rate – 5% ◼ Revenue per Conversion - $15  44 Doing the Calculations – p 2 1. How Much Did We Pay for the Campaign? CPM = $10 # Ad Impressions = 4,000 Cost of Campaign = (# Ad Impressions/1,000) x CPM Cost of Campaign = (4,000/1,000) x $10 Cost of Campaign = 4 x $10 Cost of Campaign = $40  45 Doing the Calculations – p3 2. How effective was the ad in generating clicks? # Ad Impressions = 4,000 Clickthrough Rate – 2% Clickthrough Rate = (#Clicks / #Impressions) x 100 #Clicks = # Impressions x Clickthrough Rate # Clicks = 4,000 x 2% # Clicks = 80  46 Doing the Calculations p4 3. How many visitors to the website? # Clicks = 80 Ad View Ad Impression Click Click Ad Through Rate Visit Website Landing Same and the number of clicks Page Visit # of Website visitors = 80 Sale or completed user Conversion task Conversion Rate  47 Doing the Calculations p5 4. How effective was the campaign in generating conversions? Conversion Rate 5% Conversion Rate = # of conversions / # visitors x 100 # of Conversions = #visitors x Conversion Rate # Conversions = 80 x 5% # Conversions = 4  48 Doing the Calculations p6 5. How efficient were we in generating conversions? Customer Acquisition Cost (Cost per Conversion) = Cost of the Campaign / #Conversions Customer Acquisition Cost = $40 / 4 Customer Acquisition Cost = $10  49 Doing the Calculations p7 6. Did the company make money from the campaign? Step 1: How much revenue did we make? Total Revenue = Revenue per sale x # conversions Total Revenue = $15 x 4 Total Revenue = $60 Step 2: ROAS – Return on Ad Spend ROAS = Revenue / Cost ROAS = $60 / $40 ROAS = 1.5 So for every dollar spent, you generated $1.5. So is that good?  50 Doing the Calculations p 8 Step 3 – ROI (Return on Investment) ROI = ((Revenue – Cost) / Cost) x 100 = (($60 - $40) / $40) x 100 = ($20 / $40) x 100 = 0.50 x 100 = 50%  51 What if the Ad is priced in CPC? Previous example was priced in CPM (based on the number of impressions of the ad) Paid Search Ads are priced CPC (Cost per Click) then cost of campaign depends on # of clicks # Clicks = # Impressions x Click Through Rate # Clicks = 4,000 x 2% # Clicks = 80 CPC is $0.50 per click Cost of Campaign = # Clicks x CPC Cost of Campaign = 80 x $0.50 Cost of Campaign = $40  52 Another Application for Metrics Which Ad performs better – AB testing  53 Testing Track the performance of different ads and then use the ones that perform the best Most common type of Testing – A/B testing Two different ads or Two different landing pages or Two different emails Track which one results in the most conversions, the lowest Cost per Conversion and the Highest Net Profit  54 Exercise – you try it – before looking at the answer Which campaign is better? – Answer Posted Under Module 2 Ad A Ad B Number of Impressions 100,000 100,000 Purchased CPC $1 $2 Est. Click Through 2% 5% Rate Est. Conversion Rate 5% 5% Revenue per $10 $10 conversion AB testing exercise answers 1  55 AB Testing – Second Practice Exercise and Answer Sheet Posted for CPM Campaign  56 Let’s Get Tricky Jakes Café is thinking of using Paid Advertising to promote the sale of gift cards. They are buying two CPM campaigns. What will be the combined Number of Impressions, Conversions, Revenue, ROAS and ROI. A B CPM $45 $25 Impressions 10,000 100,000 Click through Rate 3% 1.5% Conversion Rate 5% 4% Average Revenue per Sale $35 $15  57 Let’s do some practicing in Groups Try to answer the questions, Answers are posted under Model 2 Jakes Café is thinking of using Paid Advertising to promote the sale of gift cards. They are buying two CPM campaigns. What will be the combined Number of Impressions, Conversions, Revenue, ROAS and ROI. A B CPM $45 $25 Impressions 10,000 100,000 Click through Rate 3% 1.5% Conversion Rate 5% 4% Average Revenue per $35 $15 Sale  58 Combined # Impressions Total # Impressions = Impressions A + Impressions B Total Impressions = 10,000 + 100,000 Total Impressions = 110,000 A B CPM $45 $25 Impressions 10,000 100,000 Click through Rate 3% 1.5% Conversion Rate 5% 4% Average Revenue per Sale $35 $15  59 Combined # Conversions Total # Conversions = Conversions A + Conversions B Conversions = Clicks x Conversions Rate Clicks = Impressions x CTR A B CPM $45 $25 Impressions 10,000 100,000 Click through Rate 3% 1.5% Conversion Rate 5% 4% Average Revenue per $35 $15 Sale  60 Combined ROAS Combined ROAS = (Revenue 1 + Revenue 2) / Cost Campaign 1 + Cost Campaign 2) A B CPM $45 $25 Impressions 10,000 100,000 Click through Rate 3% 1.5% Conversion Rate 5% 4% Average Revenue per $35 $15 Sale  61 Combined ROI Combined ROI = [{(Revenue 1 + Revenue 2) – (Cost Campaign 1 + Cost Campaign 2)} / (Cost Campaign 1 + Cost Campaign 2)] x100 A B CPM $45 $25 Impressions 10,000 100,000 Click through Rate 3% 1.5% Conversion Rate 5% 4% Average Revenue per $35 $15 Sale  62 How to figure it out – it’s a process Step 1. Review CAREFULLY what is being asked for Step 2. Write down the formula Step 3. Review data you have been given and put in formula. Step 4. Missing some data? What is the formula to calculate the missing data?  63 It’s a process Step 5. Write down the formula. For the Missing Data. Step 6. Review the data you have been given and put in the formula – either repeat step 4 or solve for the metric. Step 7. Insert missing data in original formula from step 2. Step 8. Solve for the metric asked for. CTR – What’s Good? CTR or clicks are not necessarily indicators that people will convert; some people have a greater propensity to click on ads. Clickers may not be buyers or your best prospects No universal average clickthrough rate – depends on creative, media, offer, audience and many other factors 6 4  65 Summary Digital media makes it possible to measure the effectiveness and efficiency of our marketing strategies The calculations are straight forward – add, subtract, multiply and divide Knowing what each metric measures and what actions marketers can take to change the outcome is very important  66 Next Steps Complete the work sheets WEEK 5 – Creative 1 Any Questions from Last Week? Learning Objectives 1. Use market segmentation strategies to understand target audiences 2. Develop image and copy for ad creative to achieve business objectives 3 And Now for A Quick Review of the Fundamentals 4  Marketing Objectives Aligned to Stage of Consumer Decision Making Model Awareness ◼ Awareness Awareness ◼ Brand reinforcement ◼ Direct potential Interest customers to more information on a Consideration website or Social Media Hub Research ◼ Direct potential customers to point of purchase Conversion Purchase 5 Target Market Is….. 6 6 Target Market Is the market segment we want to ‘talk to’ Indepth knowledge of their behaviour, psychographics, demographics and geography What Language do they use What Images are interesting to them What are their preferred platforms What are their preferred channels Where are they in the funnel (the consumer decision making model) What motivates them? 7 7  8 Ad Platforms – how it is delivered to the audience Content publishers, games, Desktop social networks Content publishers, games, Mobile social networks, apps Audio Podcasts User created, long & short Video format, connected TV, YouTube, social media Billboards, subway signage, Out-of-Home transit shelters What is a Marketing Communications Channel? 9 Marketing Communications Channels A type of delivery vehicle to your customer for your message or offer 10 Traditional Channels What are examples of some Traditional Marketing Channels we can use for advertising? 11 Traditional Channels Out of Home Print publications Radio TV Telephones Events Direct to Home 12 Paid Digital Media Channels How about Paid Media Channels? 13 Paid Digital Media Channels Search Display Image Video Shopping Native Social Media Image Video Native Retail Media Networks 14 Key Players in the Advertising System Brands (Advertisers) Have a Marketing Objective to Achieve And a Product to Sell Advertising Agencies or In-House Creative, Media Planning & Buying Publishers Deliver content to attract an audience Monetize their Audiences 15 Formats of Paid Media Ads Text Image ads Dynamic Display Ad Carousel Story Video Audio Shopping 16 Brand Have a product to sell. A product can be a physical good or a service Products are made up of features – attributes of the product 17 What are the features of this product? This Photo by Unknown Author is licensed under CC BY-NC-ND 18 Customers don’t buy features Why do you buy a cup of coffee? Because it is a 45 C brown liquid made from arabica coffee beans that contain caffeine??? 19 What are the benefits of this product? This Photo by Unknown Author is licensed under CC BY-NC-ND 20 The Whole Product More than just the generic product features Additional Services, Product Extensions Support Services, Training, Warrantees Packaging, Price, Distribution Generic Product 21 The ‘jobs’ of the advertisement 1. Capture the attention of the target market 2. Convey information in a manner that makes an impression on that target market 3. Influence the target market to take action 4. Help the target market take that action 22 Elements of the ad 1. The key selling benefit 2. The offer – what’s the deal?? Be the first to buy 3. The Creative – The Ad The story The characters The images The sounds The movement The words The colours The fonts 23 A person pointing at something Description automatically generated 24 Ad creative is the heart of the campaign Creative Matters A Lot! 2 6 Words, images & messages all play key roles... don’t take any of them for granted Every Element Plays a Role Visual Elements Capture the target’s attention Stop the scroll Copy The words, the message Motivate action Awareness Know Consideration Like Trust Conversion 29 The Father of Advertising, David Ogilvy... 3 0  Making Great Ads Is Like Solving a Puzzle Know & follow the Align brand + best Create ads that media platforms’ prospect motivations people notice & rules motivate them to act Content rules What’s your positioning? Which words, call to action, Relevance Why should they buy from you? benefits, targeting... Limits on hyperbole What is competition doing? 3 approaches & rationales Many others Which characteristics does your as to why they should work target audience share? Would you click on the ad? Keep thinking of ways to make ads work better 3 1 OK – Let’s Be Creative This case is based on an actual creative challenge George Brown College contracts with a digital marketing agency – The Aber Group. The business objective is to achieve the target number of enrollments for the fall semester. The project is Student Acquisition. The project is run on a ‘full funnel basis’ with different types of ads and creative targeting potential students as they move through the consumer decision making model. 3 2 Student Acquisition – Full Funnel If you are responsible for the marketing strategy to recruit new students – what are the Target Markets? Brainstorm at least 4 distinct Target Markets Use Demographics, Psychographics, Geography and Behaviour 3 3 What is the purchase journey for enrolling full time at an Ontario College? 34 Purchase Journey – Canadian Applicants Submit Find a Receive Find a Application Accept Campus Offer from Program to Ontario Offer Location College Colleges 3 5 Purchase Journey International Students Apply Receive Find a Find a Accept Directly to Offer from Program College Offer GBC College 3 6 For One of the Target Markets Describe the ‘funnel’ What would their steps look like? What is their primary interest/question at each step? How will GBC know they have moved from one stage to the next? Step Primary How to know Interest/Question they’ve moved to the next stage? 3 7 For One of the Target Markets How would you target people who are in the demo but you don’t know them (graduating high school students in GTA) & what message would you send them? How would you reach people once they’ve visited the site, searched on an ad, downloaded info... and what message(s) would you show them Once you know someone applied or seems likely to apply, how would you reach them – what message would you send to them? Once people received offers, how would you target them & what message would you display to convince them to accept an offer 3 8 Creative What is the image and message you would use for full funnel ads to one of the Target Markets? Mock Up an Ad for each of the steps in the funnel for One Target Market. 3 9 What did the Pros do? AWARENESS -Facebook 4 0 Google Display Network - Awareness 4 1 You Tube - Awareness 4 2 Facebook - Remarketing Reuse Awareness Ad 4 3 Remarketing – Google Display Network 4 4 Remarketing + Open House – Facebook 4 5 Remarketing + Open House - GDN 4 6 Remarketing + Faculty Interest - Facebook 4 7 Remarketing + Faculty Interest - GDN 4 8 Offer Acceptance - Facebook 4 9 Offer Acceptance - GDN 5 0 Four Steps to Building Compelling Ads Start creating interesting ads Scope the Why did you choose campaign words & images? Do your Best reasons to Is there copy or images client’s want research buy? to use? Understand Read client brief Who is best Is there a compelling the brand Review analytics prospect? reason to act in ad? Check campaign What is a Does your ad “speak Know brand to” target audience? results compelling offer? value & Review site, Is the brand name in positioning Which media the ad, ideally in especially landing platform will you Identify target pages headline so it builds be writing ads awareness? audiences Search competitors in incognito mode & for? Did you use client Review the headlines, taglines visit sites What’s the competition or copy from Sign up for rationale for the Why do people website or ads? newsletters ads? Clients like it &, buy, give to or Follow brand on use the service? helps with quality social score & builds Read client’s brand awareness guidelines? Summary 33 Digital Advertising is useful for building awareness, reinforcing branding, assisting with consideration and driving conversion It is important to understand your target audience What images and language are interesting to them 1. Stop the Scroll 2. Motivate Action Acknowledgement Jay Aber, owner the of the Digital Ad Agency – The Aber Group, provided information, inspiration and images for this week’s module. 53 What’s Next Complete readings Next week we are studying Programmatic Advertising and Real Time Bidding 54 Let’s Review your Group Project 55  1 AD EXCHANGES PROGRAMMATIC ADVERTISING Week 6 2  3 Learning Objectives By the end of this week’s learning activities you should be able to: Explain the role of the ad server, the Agency and the Publisher Describe the differences between an ad server and an ad exchange Explain the types of programmatic ad buys Describe the process for programmatic ad buys Describe how Real Time Bidding Works 4  5 AD EXCHANGES & NETWORKS  6 What is Ad Serving? Identifying which ad will appear in which ad slot on a publisher’s web property. The process is automated. The Agency needs to: Send the ad to the selected Publishers Transmit the metrics in the media plan - # impressions, target audience, frequency, reach (Insertion Order) The Publisher needs to: Select the ad to appear in the appropriate ad slot Record the # of impressions & repetitive impressions to the same viewer Transmit this data back to the Agency What is Ad Serving Software? Software that delivers ads to a mobile or online user All publishers use them Deliver ads to users when they are on their web or mobile properties according to the advertiser’s insertion order, which specifies impressions, target audience, frequency, reach and generates reports for the advertiser Advertiser ad servers: Deliver ads to publishers to “serve” to users Monitors ad delivery and alignment with insertion order Deduplicates results between various media placements 7 7  8 What Are Ad Networks & Exchanges?? Let’s start by assuming there is only one publisher and one agency Traditional Buying, One Website at a Time Advertiser or media agency briefs a publisher on its needs Publisher produces a website advertising proposal Advertiser negotiates targeting, pricing, reach & frequency, types of ad units … Publisher produces insertion order (contract) detailing media buy Advertiser delivers creative to publisher to serve to its users Advertiser serves ads to its users Publisher provides campaign reports to advertiser 9 9  10 The Simple Ad System The Publisher’s Web Server Internet The The Agency’s Publisher’s Ad Server Ad Server The The Agency’s Publisher’s Data Systems Data Systems So How Does a Publisher Ad Server Work? Step 1 Step 2 Step 3 Step 4 Step 5 User types in a Publisher’s Publisher’s Sends a request All content, URL or clicks on content server server requests to its ad server including ads a link to request receives page content from for ads to fill ad stream content from a request & begins various places spots, based on separately to publisher compiling page (weather, user advertiser user’s browser, preferences, targeting (user/ which latest news) to audience, assembles all compile the content, time of content into one page day...) complete web page 11  12 The Simple Ad Network Problems How does an Agency schedule ad presentation over hundreds or tens of thousands of web properties? Do they have to contact each and every individual Publisher? How does a smaller Publisher make the large number of Agencies aware they have advertising space to sell?  13 The Simple Ad System - Explodes Agency 1 Publisher 1 Web Server 1 Agency 2 Publisher 2 Web Server 2 Agency 3 Internet Publisher 3 Web Server 3  14 The Problems How does the Publisher know, at any time, what ad space is available for sale on the hundreds or thousands or hundreds of thousands of web pages they offer? Can the Agency be sure that the Publisher’s data about ad presentation and performance is correct?  15 Enter the Professional Ad Network & Exchange Used with the permission of Microsoft.com  16 Professional Ad Network An Online aggregator or broker of advertising inventory for many sites. Ad networks act as sales representatives for the Websites within their networks. They earn a share of the revenue generated by the ads served Ads are bought centrally by media buyers and displayed on multiple Websites that contract with individual Ad Networks  17 The Professional Ad Network Role: bring together Publisher’s ad space inventory with Agency’s placement needs. Often run by third parties Conventional Digital Ad Networks The Ad Network sells ads on behalf of its own sites & other digital publishers for a commission Example Ad Networks - Google Display Network, Facebook, Quantcast, Conversant, Globe & Mail Allows smaller publishers to participate in ad campaigns Best run networks have a combination of human and nonhuman vetting of websites before they will run ads on these sites 18 18  Pros and Cons Conventional Digital Ad Networks Pro Convenient for Advertisers to buy reach and audiences vs. a specific site Advertisers can use the network’s sophisticated targeting tools Publishers often use networks to sell unsold inventory like impressions from other countries (Cdn impressions on CNN) Con It is a middleman, therefore the sites (publishers) it represents earn lower revenues for each ad sale 19 The Website Revenue Challenge for Publishers: How to Keep the Media Buys That a Network Delivers Without Paying a Network Commission?  21 Ad Exchanges An online marketplace where publishers sell their advertising inventory to advertisers via Real Time Bidding – Auction A frictionless marketplace, similar to stock exchanges Instead of buying shares in companies, advertisers and publishers use ad technology to buy and sell digital ad space Ad Exchanges Are Key to Programmatic Publishers make ads available in an exchange via software called Supply Side Platforms Google has an exchange, so do other large platforms Ad buyers use software to purchase targeted ad space in real time using a Demand Side Platform and “Real Time Bidding” or RTB 22 22 Sell & Deliver Ad Space Programmatically No people involved in the sales transaction No network commissions to pay No media reps to put together recommendations Self-serve ads like Google Search, Facebook, Snapchat... Plus digital ads on most websites Faster, simpler, less variation & cheaper for publishers 23 23  24 Automated Advertising System Advertisers Agencies Networks Publishers Data Data Data  25 Programmatic Advertising Using software to implement an automated set of business rules to efficiently target your prospects & customers Uses a blend of machine, algorithm and human influence to make ad purchasing decisions  26 Programmatic Advertising System Advertisers Agencies Demand Publishers