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Andrea Ramponi, RVP for DACH, EE and Turkey Data (r)evolution – 17 th June 2015 Integrated Search and Social Advertising
2 Today Data is Flying in Every Direction
SHORT COMMERCIAL BRAKE
4 Marin At A Glance: 2014 Leading Ad Cloud enabling audiences across search, display and social Note: Annualized spend as of December 31, 2014, based on last month of the year. Gross profit margin is Non-GAAP $7.2 Billion Ad Spend Managed,10% of Total Spend on Google Worldwide 66% US vs 34% Int’l Revenue Split 36% of Fortune 100 use Marin 13 Offices 9 countries 500+ Employees 400 Americas 100 EMEA 60 APAC
5 Global Support from a Network of Local Experts 13 Offices in 9 countries 6 Languages: English, German, French, Japanese, Portuguese, Chinese 500+ Employees: 400 Americas 100 EMEA 60 APAC Dedicated Customer Success with relevant hands-on digital advertising expertise
6 Blue-Chip Advertisers and Top Digital Agencies % Revenue Retail24% Travel / Entertainment 17% Technology13% Finance12% B2B9% Education5% Other20% Diversified Advertiser Base Top Digital Agencies Note: Represents current customers in 2014; Other includes: Automotive 7%, Healthcare 5%, Gov’t / Non-Profit 3%, Industrial / Manufacturing 3%, Real Estate 2%
7 Intent Signal Capture Cross-Channel Audience Activation Cross-Device Targeting & Tracking Consolidated Performance Metrics Efficient Day-in-the-Life Workflow Full Transparency & Control Open Stack Technology Unique Capabilities of the Marin Audience Marketing Suite
END OF THE COMMERCIAL BRAKE
9 Search and Social Have Become Go-To Marketing Channels Rapid and Continuous Growth Sources: RBC Capital Markets and Advertising Age, “Facebook, Inc.” September 12, 2013, and http://expandedramblings.com/index.php/by-the-numbers-17-amazing-facebook-stats/and http://news.magnaglobal.com/ipgmediabrands/press-releases/magna-global-advertising-forecast-2014-ipg-mediabrands.htm, http://news.magnaglobal.com/ipgmediabrands/press-releases/magna-global-advertising-forecast-2014-ipg-mediabrands.htm Consumer Usage is Omnipresent Marketers Are Embracing 50% of Total Media Budgets 50% of Marketers Will Increase 5.7 Billion Google Searches / Day 1.35 Billion Monthly Facebook Users Google / Facebook = #1 / #2 for ROI 75% See as Critical for Cross-Channel
Managing Search? Managing Social? Managing Both?
11 Social is more likely to assist sales made in other channels For every Social click resulting in a purchase, there are two clicks assisting another converting channel Social Impact on Purchase Cycle Source: Google http://www.thinkwithgoogle.com/tools/customer-journey-to-online-purchase.htmlhttp://www.thinkwithgoogle.com/tools/customer-journey-to-online-purchase.html
12 Social Advertising Drives Better Search Performance 44% of Marketers Have Seen Search Performance Improve Following launch of a social campaign Brands Experience a 50% Increase in Search CTR When their target audience is also exposed to social ad Brands Experience a 11% Lift in Brand Searches If they’re also running Facebook ads Consumers Are 2.8x More Likely to Search for Your Brand If they’ve been exposed your social ad
13 Customers Who Touch Both Channels Are More Valuable Search Touches + Social Touches = Better Performance 2X higher conversion rate, 2X higher revenue / click than Search only 4.5X higher conversion rate, 4X higher revenue / click than Social only Focus on Acquiring Customers Across Channels Google / Bing Click + Facebook Click Facebook Click Only Google /Bing Click Only 3.56% CR $3.16 RPC 1.88% CR $1.56 RPC.76% CR $.77 RPC Source: Marin Software’s Combining the Power of Search and Social for Exponential ROI report
Tips for gaining search & social leverage
15 Quick Tips for Integrating Search and Social Strategies Capitalize on all available intent signals Target high-value audience segments Activate the audience not the channel Personalize the offer at scale Optimize both within & across channels Integrated Optimization Strategy Joint Marketing Objective: 200% ROI
16 Capitalize on Available Intent Signals Search Behavior Partner Audience
17 Capitalize on Available Intent Signals Value Intent High Value Product View Cart Abandon Category page visit Home page visit Low value product view Branded Search Generic Search Big ticket product search Small ticket product search Competitor Search Promo/ Value searches Social Page Likes High-value lookalikes Social Ad Clicks Social Page Shares 3 rd party In- Market Data
18 Capitalize on Available Intent Signals Value Intent High Value Product View Cart Abandon Category page visit Home page visit Low value product view Branded Search Generic Search Big ticket product search Small ticket product search Competitor Search Promo/ Value searches Social Page Likes High-value lookalikes Social Ad Clicks Social Page Shares 3 rd party In- Market Data Higher Value & Intent Medium Value & Intent Lower Value & Intent
19 Target High-Value Audience Segments Characteristic Data Behavioral Data Intent Data Inputs Value Intent Index Automated Segmentation Segment Reporting 50% ROI 20% ROI 80% ROI 40% ROI 300% ROI High Intent, High Value Lower Intent High Value New customers, Lower Intent New customers, Stronger Intent Returning customers, Higher Intent
20 Focus on the Customer, not the Channel
21 Activate the Audience not the Channel DATA SOURCESPLATFORMS GoogleGemini BingYahoo! Japan BaiduYandex DoubleClick PubMatic Rubicon Open X Brightroll Yahoo AX Microsoft AX AppNexus MoPub Nexage Facebook LinkedIn Twitter Create & Convert Your Most Valuable Audience Segments across Channels Search Display Social
22 Optimise Search and Social Bids Based on Lifetime Value Use Click-Weighted Attribution to Assign LTV Assisting Clicks Forecast Budget and Profit at Different ROI Targets Create Look-Alike Audiences Based on LTV of Converting Audiences Integrate Search and Social
23 Cross Channel Audience Maximize ROI and reach with Facebook Lookalike expansion based on high value cross-channel audience segments
24 Optimise Both - Within and Across Channel
Key to accurate and meaningful Social insights in a cross-channel world:
26 De-Duplicated Conversions Cross-Channel Analytics Audience Reporting 1 23 Make Better Social Advertising Decisions, Faster With Cross-Channel Reporting
27 Search Revenue per Click is Higher When Managed with Social + 36% higher than Search campaigns managed independently Search Revenue per Conversion is Higher When Managed with Social + 68% higher than Search campaigns managed independently Search and Social Campaign Integration Source: Marin Software’s Combining the Power of Search and Social for Exponential ROI report
28 Customers are using Search and Social together – so should you! Integrate and align your advertising programs around the customer, not the channel Target, report and optimise your Search and Social programs together, not separately Summary: Putting it All Together
29 Turning Complexity into Opportunity Across Channels Across Partners Across Devices Up and Down the Funnel
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