welcome to insights and analytics we're
going to talk today about five rules for
selling successful digital advertising
campaigns we're going to focus in on
digital advertising and what is the best
way to be successful so when when you're
working in digital advertising you
notice that is is a process of
identifying what the advertiser needs to
succeed and while many salespeople
marketing managers and advertisers are
getting caught up in trying to
understand the technology in all of its
complexities they're missing the value
analytics and data analysis and insights
are not what makes a campaign successful
researching your AdWords reports se
organic keywords user segmentation
analysis from social networks and
defining the demographics and the geode
targets are killing most businesses this
video blog we're going to identify the
right approach that any business should
be taking when considering an
implementation of digital advertising
so there's a very real link between your
success and the success of the
advertiser well you already know this
the challenge then is that you're going
to be judged and your future earning
potential is going to be affected by the
outcome of what you sell to the
advertiser the key here then is that the
advertisers definition of success is how
you're judged and while their definition
of the audience and the creatives that
you're using may be totally wrong it's
imperative that you change these wrong
perceptions before you take the order if
you can't then the best thing that you
can do is move on to the next advertiser
and let someone else fail and take this
hit you're in this for the long haul and
not for the immediate sale if they're
creative and messaging aren't right if
their website is poorly developed if
they are keyed in on a single challenge
channel or audience you have to guide
them to understanding the fundamentals
of digital advertising or simply excuse
yourself from the campaign let them know
that you're still available and that
you'll be back but you want to build
their success not add to their problems
and their failures so the question then
is there a way that you can share your
insights from what success is in digital
advertising
when digital advertising you're not just
a sales person who's trying to fill some
commodity target you are not question
driven now you may have those
expectations from your management and
they may be having some sort of game or
whoever sells the most impressions in
the month of June gets to have a trip to
Vegas but that's not what you're in it
for you're not a commodity salesperson
you're not quotient driven digital sales
fail when you sell it as if it were a
commodity if you're selling impressions
or you're selling some inventory banner
display space for example these are not
the measures of success that the
advertiser is going to judge you by and
we'll get back to this a little bit more
in detail later but instead your
advertisers are looking for someone who
can help them identify the right
channels to reach the right consumer
with the right message at the right time
and for the right price to provide this
level of service requires that you be
more than a sales rep you have to be an
advertiser and a consultant for the long
run you're providing them with solutions
and that will help increase their
revenues and more effectively use their
advertising budgets you're providing
them with opportunities as a publisher
that increases their advertising
opportunities as their successful
campaigns grow and so does their
business you become a business partner
your success is directly tied to their
success
so advertisers are people looking to
solve problems and publishers are
solution providers that work for
advertisers the advertiser needs to get
a message in front of people and
publishers have ways to get their
messages in front of people will rule
number two it the advertisers very often
have no idea what they're doing and a
lot of the time they have the budget and
they often know people who can get them
put together a verte if you help them
put together advertising but they rarely
understand the parameters of digital
advertising they don't understand the
reach and the targeting of audiences and
oftentimes they will fake it trying to
read and digest all of the technical
mumble jumble they'll be looking at
their charts and their graphs and their
Google Analytics and they're going to
feel really clever because they can just
click couple of buttons and beautiful
line charts and bar charts will appear
on the screen and they think the
thinking within just a few clicks of the
buttons create a definition or the story
for what's causing these graphs to
appear and clearly they don't know what
they're doing but they are not going to
raise their hand and ask you for advice
and instead they're going to try and
trap you into this type of thinking that
it's all in the analytics it's all in
the charts in the grass and look the
advertiser is going to tell you I know
more about Google Analytics than you
know and so when you start thinking
about the analytics the math and the
statistics and how the internet works
and that they're going to tell you that
they understand it better than you then
you need to take one step back and you
need to start off with this I realize
you already know what you're doing but
let me do what I can to make things get
even better for you can I help you with
the creative can we talk about the
process can we talk about binding that
get audience and ways that I can help
you see I have a whole team of
mathematic status statisticians data
sciences back in the office and they
provide the research the charge and the
optimization insights for all of our
campaigns and what you and I can do or
what I can do for you is help you
identify what the campaign's success
should look like and so with this
approach then it's critical to the
success of your career and for the
advertisers business because a happy
advertisers one who comes back to you to
buy again and again and again and an
unhappy advertisers the one that never
trusts you ever again and you don't want
the conversation to be about data
analysis we don't want to get into the
analytics and the Google Analytics or
the insights and analytics crazy talk
from an advertiser and from a publisher
you need to help the advertisers stop
thinking that they need to build
campaigns and put them online here and
there and somehow they will discover the
right marketing mix and there's going to
be a magical point of ingredients and
concoctions that suddenly produce the
results that they're seeking all you
need is a twitter feed all you need is a
facebook and a light campaign wait
pinterest you need to get on Pinterest
these are just crazy talk but this is
the hike that's out there there are a
lot of different messages that are
streaming into your advertiser then
constantly telling them that this method
works and that method works or this one
used to work but now it's gone and so
this one is replacement or that you know
what that thing there never really
worked at all to begin with it but
everybody bought into it so it goes on
and on and on and on and you simply need
to understand it and then advertising
you so there is no one channel there is
no one method that succeeds hard as it
may be to accept this is the truth of
advertising and you need to stand out
from the crowd and adopt it and believe
it and sell it so let's see how how you
can do this this is what is this truth
all about so digital advertising is very
complicated it is not easy and it
requires a process of defining and
optimizing all along the way to success
we have fantastic tools and methods that
direct us and guide us as we get there
but there is no one thing an advertiser
can do that will suddenly some magic
bullet that pulls it all together for
their business
so for instance if the advertiser comes
to you and because they heard your
website can get them something like a
six percent click-through rate you need
to be able to talk with the advertiser
and and set their expectations to the
truth about digital advertising you need
to help guide this advertiser to
identify and set realistic expectations
in KP is key performance indicators kpis
the return on ad spend is the most
important conversation you have with
this advertiser they are spending a lot
of money on their advertising and you
can help them identify what it is that
they're trying to accomplish through the
ads that provide the return on that ad
spend drive their expectations for the
success of the campaign in terms of
dollars and cents for the advertiser
there are different approaches to
setting realistic return on ad spend
expectations depending on what it is
that you're doing but you need to start
with helping the advertiser identify
what the dollar and cents expectations
are and then how their landing page ad
message offer will accomplish data
expectation and don't just take the
order from the client for two hundred
thousand impressions and a potential for
a six percent click-through rate and
everyone's going to see their banner and
just love them to pieces don't let them
go on thinking this way that don't let
them think that they're going to get so
much traffic that they're going to be
swamped with clients and orders there's
so much to lose when you base a campaign
success on click-through rate when I
hear it all the time well most of the
competition is selling click to rate and
some of our vendors are selling
click-through rate as well and and that
is a key performance indicator bound to
produce failures and imagine the
campaign message that communicates the
following
Kanye and Paris exclusive video hurry
before it gets banned now imagine the
click-through II on that ad it's
ridiculous of course but the
click-through rate is not the success of
the campaign it is a measure for how
well the ad communicates with the
audience the click-through rate is not
where we want the campaign to go we can
get traffic for any website we can throw
thousands of users at a single landing
page no problem that's easy we can we
can spoof the internet to get as much
traffic as you need but that click to
rate is not what your advertiser is
going to focus on and instead what you
want and you will get there by asking
them why for example the advertiser
tells you that they want to drive
traffic to a landing page you need to
then ask them why and don't be surprised
if they advertise you go silent on you
there they're likely to have never had a
salesperson ask them this before they
never asks had somebody drill down and a
lot of times you're going to find out
that they really don't know the reason
why they just thought that that's what
digital ads were supposed to do and
there there are many ways that you can
monetize digital advertising and your
objective that is to help the advertiser
understand what it is that they're
really trying to accomplish so you say
okay you want to drive traffic to a
landing page that's okay but what do you
want the consumer to do once they get to
the landing page arriving at the landing
page is what makes the advertiser
campaign a success and instead someone
arrives at a landing page and then they
did something that the advertiser really
wants them to do so you need to then
help the advertiser drill down deeper
and discover the true objectives the
real goal is always based on some sort
of consumer action so we called the
brand is an action or sign up for a
newsletter download a white paper
request a quote purchase a product put
just the service and don't just stop
there they relentless in this pursuit of
perfection so so they download the white
paper advertiser now what do you want to
happen and then what until they
requested to quote now what happens so
they purchased that service then what
you're going to help that advertiser
plan for measuring the campaign's
success and it may be something as
simple as the number of e-mail
registrations or the number of names and
addresses from a Fleming completion we
had someone visit the landing page and
then they click to watch a video or they
entered the next page in the funnel so
there was some sort of an acquisition
they printed the coupon and now we will
get some sort of a future transaction
future value from a transaction so you
want to drill down you want to
understand what is the actual objectives
for how these campaigns how these
landing page how these actions
contribute to the bottom line revenues
and when you help an advertiser to find
their objectives and their measures for
the campaign in this way the campaign is
going to have a much better chance for
success and once that happens you have a
chance at success
so absolutely nothing is more important
to a campaign than the conversion
absolutely nothing when what is a
conversion well the conversion is the
end action that the consumer takes that
the advertiser requires it may be the
number of coupon redemptions over some
period of time the number of views of
the video receives the number of shares
or downloads etc you want the advertiser
and you to agree and acknowledge what
the conversion of the campaign is and
with that understanding you can launch
the campaign and verify its success you
can see when it works and when it
doesn't you can optimize for success by
identifying what the advertising is or
isn't converting and what steps can be
taken next to make the messaging the
call to action and the creative be a
better converter and by identifying the
conversion and then tracking the
measures you can guide this advertiser
to identify how to improve and optimize
the campaign's conversions so looking at
the bar charged air on this slide we can
see why it is very important to discuss
conversion goals with the advertiser so
here's the typical way that adds that a
an agency reports a campaign maybe I
start repairing click-through rate so we
look at the click-through rate here we
can identify the site d and site e are
providing the best results so why is it
critical that you never base your
campaign success and click-through rate
and this is an example that we can use
as a as a performance measure that
indicates the messaging in our call to
action
many but this collector mate is horrible
for measuring the success for you as a
publisher of the six different sites
competing for the advertising campaign
budget shown above on this graph
following this is following the first 30
days of the campaign each of these sites
wants to have the budget from this
advertiser they're all competing very
diligently for the evolution so siked be
this is a poor performance in sight d
this is a very good performance so to
get the most for your advertisers budget
you would probably choose to stop
advertising that site B you would just
drop it from the campaign oh this is
unfortunate for site being and and
unfortunately this fallacy of click to
rate will often produce this sort of
mistaken analytics decision so let's put
instead some real numbers behind this
campaign on the same campaign let's look
at some other numbers that add the
conversion rate choose the data so when
we focus on a conversion it means we are
truly interested in how the advertiser
realizes sixpence the optimization
conversation takes on a whole different
direction for us getting the most of
every dollar the advertiser invest in
the campaign with sites a all of the
traffic that came in realized a twelve
percent conversion and we see that site
B has an incredible conversion rate of
thirty percent thirty percent of the
traffic that comes from site B converts
so then how can you increase traffic
from site B this isn't uncommon in
advertising this is not an uncommon
situation that we that we see in
advertising because there's a difference
between reading charts and graphs and
reading Google Analytics and not
understanding what it is that you're
trying to accomplish
there are channels in advertising that
provide more conversions than other
channels and there are referral sites
and display sources that will provide
higher conversions than others and you
may not get a lot of traffic from those
sites but the traffic that you do get
will convert fantastic the consumers
from those sites are more qualified and
sometimes a little click through rate is
not a bad thing it can be an indication
that the messaging or the offer needs to
be redefined or it may be that in order
to find the right target audience that
take actions the advertiser needs there
are just too expensive to get it from
site d or it's too expensive to get it
from site d and in fact or sexy but in
fact that site being where there is just
absolutely hardly any traffic coming
from the return on your ad spin is
phenomenal so site B produces close to
the same revenue as site d and even a
site e where the click-through rates are
very different and this then is the
correct interpretation of a campaigns
performance and you see if you look at
site see this no is the mediocre
performer it has a low click-through
rate and it has a low conversion rate so
you can explain to your advertiser that
it's not about the click-through it's
about what happens after the
click-through that's where you need to
focus the campaign
so what when you're discovering the
conversion points and discussing the
measures for the campaign remember that
different goals require different
approaches the things that we measure
and watch are very different branding
for instance is an approach that ask how
can the advertiser get the idea of their
brand message product service etc that I
need to share with the consumer into
their heads so that success is a matter
of every time the consumer sees the ad
or thinks about the product or service
they recognize the advertiser as the
value leader the concept pretty easy to
understand the execution isn't very
difficult so then direct response then
is concerned with what the advertiser
can do to get the consumer to take an
action right now it's a persuasion
technique that gets the consumer to do
something television ads may provide a
phone number and a message to call now
with digital ads we see this form of a
DES click here to get something or do
something if you give us your email we
will deliver this fantastic white paper
or give you this download this happen
you can engage with this widget so this
is the differences between branding and
direct response and so we look at these
two mechanisms very differently when we
start thinking about branding and direct
response
so the challenge then when you put a
message in front of an audience as
making the message resonate with that
audience when you're branding the
appetizer the message to the consumer
may not immediately get their attention
the consumer may not care anything at
all about the appetizer or their
services but when that message is shown
to the consumer over and over and over
and over and over and over again over
time the consumers understanding of the
advertiser is going to increase and just
because the ad is seen over and over and
over again doesn't mean that the
advertisers service has suddenly become
relevant it simply means that the brand
becomes better known it becomes better
understood it's an awareness that
increases the more the ad gets seen well
with direct response the consumer either
finds the ad relevant right now or they
do not take any action at all and even
if the ad is repeated over and over and
over and over the more often the
consumer is exposed to that at the less
likely it is that they're going to take
action and it's also similar to when you
think about whe marketing and
retargeting a lot of people think
remarketing retargeted the same thing
but they're not because with remarketing
the advertiser exposes the consumer to
the same and over and over and over
again remarketing is like branding and
albeit they may see that the user may
see the ad on different websites and all
over the place it's the same and while
retargeting the advertiser uses a
different ad a different message a
different offer a different call to
action to the same consumer so a
branding campaign success and direct
campaign success are based on completely
different goals and metrics we would
think rich and frequency are key for
branding and segmenting and targeting
our key for direct responsible
what is it your advertisers try to are
they branding then talk to them about
reach and frequency are they trying to
get an action to take place right now
then talk to them about segmenting and
targeting and you'd be surprised to
discover how often publishers try to
sell reach and frequency to advertisers
who are looking for direct response and
even worse are the publishers who sell
impressions and click-through rate as a
branding opportunity and as a direct
response opportunity you you know
usually those publishers will send all
of that advertisers traffic to the
websites homepage they don't understand
conversion optimization they don't
understand building a relevant landing
page for a unique advertising message
for a unique call to action they just
don't get it so all they can talk about
is reach and frequency reach and
segments eNOS and those publishers
simply too they just don't understand
digital advertising at all and we're
soft is that the advertiser knows it
even though the publisher is just left
sitting there wondering why did I not
get that sale
so when you build any kind of
advertising we have to understand what
is the message what information is being
passed from the ad unit to the consumer
who is that consumer what is the target
audience the advertiser needs to reach
what exactly is the advertiser want but
what is it that the advertiser wants the
consumer to do how do they want that
consumer to respond so once they've done
all of that is there a way then that can
be measured to quantify this campaign's
success so
you're not the scientist nor are you the
psychic you have a team of data
scientists back in the office who
dedicate their careers to studying and
understanding mathematics and
statistical analysis and insights and
the consumers are unpredictable and they
are constantly changing their needs in
their walls but you are the publisher
who understands how to get the most from
every single dollar that this
advertisers invest in their digital
advertising you know full well from the
beginning that the campaigns will evolve
and learn how to maximize conversions
through measurements to identify the
goal conversions if some other publisher
is promising this advertiser and exact
performance then wish them luck stay in
touch and continue to communicate with
your consultative truths for the
advertiser and very soon you're going to
win the day with that advertiser you're
going to make the sale there are
statistical principles of applied
mathematics that are used by
professionals that are trained and
educated in data analysis they know
exactly how to optimize the campaign's
performance your job and the advertisers
job are not to know the mathematics not
to know that statistics and the
analytics or the experimental designs or
the research your jobs are totally
define the best advertising message and
pinpoint the desired goals and measures
for the success of the campaign and once
the campaign gets launched and the data
starts getting collected you can let
your scientists communicate the data
research for what needs to be changed
and what can be improved so one of the
main advantages for digital advertising
is that we can measure everything that's
happening it's immediate response to the
changes that we make and there are very
precise methods to optimize performance
as compared to other
forms of advertising media one of the
major drawbacks to these advantages are
the recency of digital advertising that
has caused many misperceptions and many
non professional services that can claim
to be expert publishers and many
advertisers believe that they can read
the data themselves that they can
measure their website performance follow
the latest fads and trends for email and
social and search techniques and despite
the lack of their success real solutions
are getting mess missed and this is
precisely where you step in and provide
expertise your approach isn't about fads
it doesn't have anything to do with
analytics or sophisticated search
algorithms or workarounds you simply
provide the advertising fundamentals
right message right offer right audience
right time you provide the guidance to
establish the key conversion
expectations and measures for the
campaign you provide the advertising
with the expertise of a dedicated
professionals that develop and deliver
and communicate the results for the
advertising needs you're not going to
sell them impressions on a network
you'll instead provide them with the
solutions to a problem and we have to
measure advertising success in a series
of advertising campaigns that is each
campaign becomes another in a series of
continuous learning and growing for your
advertiser and often we start making
changes to the targeting the reach the
channels the day partying keyword match
types etc etc etc before we even get the
ads to start converting and this is what
happens as a result of an untrained and
Nath analyst reading and misinterpreting
their Google Analytics and their charts
in the grass mat in fact Olga V once
said that the major cause of wasted
campaign dollars comes from optimizing
the campaign but
where the ads start to convert okay it's
a heck of a statement measures of
impressions and measures of clicks are
very much to blame here so we don't want
to start changing until we get an ad to
convert now that means simply is that
you need to change the messages you need
to change the cult actions you need to
change what's on the landing page and
then when the campaign goals and
objectives begin to produce conversions
now we start looking for the
opportunities to optimize and it's a
shame just how many publishers are not
paying attention to the basic rules of
optimization just as one basic rule you
don't change the target I've seen things
where you have a sports-related service
that's getting put onto a banner and
you're targeting a sports distribution
display audience and then you've got 150
250 300 impressions and absolutely zero
clicks and the decision becomes one to
change the target audience there's
nothing wrong with the target audience
you've got the right audience what's
wrong is that the ads messaging is not
converting if you get a hundred
impressions and you don't have a single
click throw out the banner get rid of
that call to action try a different
message try a different call to action
keep going until you start getting
conversions once you got an ad it gets
conversions now you can start looking at
optimizing the conversions through all
these fancier and analytics so the last
thing you want to do is consider this
first campaign with the advertiser and
let and let's say something like a three
percent conversion rate so we ask that
they our selves is that good or is that
bad is this three percent conversion
rate good or bad then the answer is we
don't know we don't know if it's either
we don't know until we run the next
campaign in the next campaign and the
next one after that etc and once your
designed and executed several campaigns
now you're getting to a point where you
can define performance as good or bad
you can only define a conversion point
the measure of performance and the
results of that performance over time
when you have the experience and you
your advertiser has defined what is good
and bad based on past performance and
other campaign performance so the
measure of a good publisher is one who
can guide an advertiser to develop
quality ads for a defined expectation
and you can then provide the measures
and the insights that improve the
conversions for the advertiser and so
let's sum it all up a successful
publishers performances that you
identify what can be measured and what
it means you meet an agreed-upon goal
you surpass previous benchmarks you test
and retest the various parameters you
optimize the campaigns approach