Nashville SEO Company | Search Engine Optimization Services

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An Introduction To Digital Marketing
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Who Am I?
Richard Briddock Media Director
As the Media Director, Rich leads Cardinals SEM
practice, which includes oversight of the
search, display, analytics and reporting
disciplines. He also serves as the strategic
advisor for all of Cardinals top SEM
clients. Richards digital marketing experience
includes working on multi-million dollar media
accounts for a number of fortune 500 companies
including Verizon, HR Block and Equifax. He is
a specialist in holistic SEM strategy, paid
search optimization, mobile optimization,
conversion and analytics and is always looking to
develop innovative approaches to improve client
performance.
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A Changing Market
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The New Path To A Sale
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PRINT ADVERTISING REVENUE
?62 IN THE LAST 10 YEARS
Traditional Advertising On The Decline
RADIO ADVERTISING SPEND FELL BY 2 FROM 2010 TO
2013
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ONLINE ADVERTISING REVENUE
? 36 IN THE LAST 2 YEARS
Digital Advertising Growing Exponentially
ONLINE AD SPEND ESTIMATED TO DOUBLE FROM
2011- 2016
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Digital Advertising Growing Exponentially
83 OF PEOPLE IN THE US HAVE PURCHASED SOMETHING
ONLINE WHILE AN EVEN HIGHER HAVE RESEARCHED A
PRODUCT.
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Digital Advertising Growing Exponentially
SALES ON MOBILE DEVICES WILL ? FROM 15 TO 25
BY 2017
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B2B Advertising
1.3 Million Businesses Currently Advertise on
Google
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B2B Advertising The Challenge
Generating high-quality leads is by far the
number one challenge for B2B marketers (61).
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B2B Advertising The Solution
The most effective lead generation tactic used by
B2B marketers is the company website followed by
email marketing and SEO/PPC (digital marketing).
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B2B Advertising

• Lead generation budgets are going up for about
  50 of B2B marketers. Budgets will stay flat for
  44. Only a small number of marketers (7)
  expect lead generation budgets to shrink.

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B2B Advertising
3 Main differentiators of B2B
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B2B Advertising
1. Your B2B buyer could be one of many people
from various departments at a company.
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B2B Advertising
2. B2B buyers tend to do a lot of comparison
shopping.
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B2B Advertising
3. The sales cycle is generally longer in B2B.
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Paid Search
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Paid Search Understanding Interactions On The
Purchase Funnel
Customer Purchase Funnel
Display
Paid Search
Remarketing/RLSA
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Paid Search The Value Proposition
Reach Real-time distribution at massive
scale Relevance Your ad is seen only by
customers who are looking for what you have to
offer ROI Pay-per-click model ensure that you
are paying for qualified leads
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Paid Search The Value Proposition
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Paid Search How It Works

1. Advertiser bids on a keyword related to their
   business
2. User searches with that keyword on Google
3. Advertisers ad appears above a list of search
   results
4. User clicks on the ad and goes to the
   advertisers website
5. Advertiser pays Google for click based on bid

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Paid Search Where Do Your Ads Show?
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Paid Search Where Do Your Ads Show?
Ads show across multiple devices
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Paid Search Where Do Your Ads Show?
The Anatomy of the SERP
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Paid Search Relevancy Matters
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Paid Search Targeting Options
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Paid Search Your Goals Your Goal is Simple
Convert Site Visitors
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Paid Search Multiple Touch Points One visit is
not enough, especially in B2B
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Paid Search Remarketing

• Remarketing Gives You That Second Chance
• Stay top of mind throughout the sales cycle
• Bring past visitors back to your site to convert

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Paid Search Remarketing Helps Close The
Lead Re-engage Interested Users with Display
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Paid Search Remarketing Helps Close The Lead 3
Advantages of Remarketing
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Display
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Display The Other 79
Search is important, but is only part of the story
of time online is
spent outside search
21 of time online is spent searching
Use highly-targeted Display to reach your
customers when they arent searching.
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Display Multiple Interactions Are Needed
Multiple interactions needed before
converting 78 of luxury buyers do online
research before making a purchase 70 of people
dont know where they want to go before booking a
trip 80 of mobile phone shoppers use 4 digital
sources before making a purchase 10.4 is the
average number of sources shoppers consult before
making a purchase
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Display Tactical Mix
Focusing on performance
Demographics
Placement
Business Awareness
Affinity Segments
Topic Targeting
Influence consideration
Expected CPA
In-Market
Keyword Contextual Targeting
Similar Audiences Dynamic Static
Drive sales
Remarketing
SNDS/DSK
Advocacy
Note these positioning are indicative and can
change
Gmail Sponsored
according to the optimisation and campaign set up
Promotions All steps of the funnel
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SNDS and DSK - the power of Contextual targeting.
Business Awareness Influence consideration
Drive sales
SNDS/DSK
Advocacy
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Search Network with Display Select
A simple new way to reach more customers at the
moments that matter How it Works
Expands an advertisers search keywords to
target the Google Display Network
Reach more customers Reach 15 more potential
customers at a CPA similar to Search
allowing advertisers to achieve incremental
volume while maintaining on average the same
performance.
Easy Setup Built for search advertisers, you
manage the campaign the same way as a
search-only campaign New signals select only the
best places to show your ads Improved signals
predict where your ads are likely to perform best
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Display Select Keywords

• Display Select Keywords is the ideal Display
  gateway product for Search-only advertisers who
  are heavily CPA focused who want a dedicated
  Display budget.
• Control Predictability
• Effectively manage your bids and placements to
  fit the value you get from your ads
• Contextual relevance
• Full contextual relevance to the page the user is
  browsing
• Selective targeting
• Only shows your ads on pages with a high
  likelihood of driving conversions
• Keep in Mind
• Expect volume around 10-15 of potential KCT when
  running on this product
• Easy Set Up / Opt In - Just use Search keywords,
  bids and creatives
• Dedicated budget and dedicated ad creatives are
  the main difference with an SNDS campaign

As opposed to contextual relevance to the users
past browsing
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Display Select Keywords Key Benefits
Highly Relevant Targeting Our Selective
Contextual Matching matches your keywords to a
subset of highly relevant pages that have been
earmarked as "high intent". We use common search
keywords that led users to the page, page visitor
analysis, ad clicks, and conversions.
Efficient Performance Before making the match,
our predictive conversion models calculate the
likelihood the visitor will convert, and only
complete the match if we believe there is a high
likelihood of conversion.
Enhanced Control Predictability Tighter
contextual match between keyword and page makes
optimization of bids and placements more
predictable. So you can effectively manage your
bids and placements to fit the value you get
from your ads
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Similar Audiences
Business Awareness Influence
consideration Similar Audiences Drive
sales Advocacy
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Find new audiences similar to your best website
visitors
Seed Remarketing lists
Similar Audiences uses the same cookie as
Remarketing to find new users
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Find new audiences similar to your best website
visitors
Free to use
Scale
Simplicity
Performance
By using Similar Audiences in conjunction with
Remarketing, advertisers typically see the
following uplift 60 48
41 Impressions Clicks Conversions
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In-Market audiences
Business Awareness
In-Market audiences
Influence consideration
Drive sales Advocacy
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Introduction to In-Market audiences
Business Awareness Influence consideration

• Highly qualified users
• Drive higher consideration among people actively
  researching and
• intending to buy products and services you offer
• Next generation of audience targeting for
  performance advertisers

Drive sales
Advocacy
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Intent-based signals to spot In-market customers
Watch Video
Emai l friend about
Log into email
car reviews
Visit bClongsduimsceurssing elerecstreiacrcahrs
Check back into email to share reviews
with spouse
Click ad for hybrid
CaPrrsoadfuectyt osrite
to see inVtierwiosraonndmclaicnkusfacturer
fsoerrveilceectlriiscticnagrs
on relsaited ads
Log into social network
RevCiosinttmenatnwuiftahcstutrroenr gsite
contoverresaidonprhiicsitnogryoptotiorenlsated
RecVenisciytsand sitefrteoqsueeencoyptoiof ns
for cavrifsinitasncing
segment
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Key benefits from In-Market
Real Time

• Reach intenders,
• not interest
• Algorithm identifies
• intent vs. interest
• Frequency / duration of visits
• Dedicated linguist team categorizes page types
  that indicate intent

Scale

• Transparency
• Control
• Full transparency and control to adjust bids,
  budget, creatives and sites based on campaign
  performance
• Learn about what segments your audience falls
  into through Google Analytics Audience reporting

• 94 of internet users
• Global reach Over 200M in-market users weekly
  in the US or 800M globally
• 300B impressions per day

• Always relevant with
• cookies updated real time
• Lookout window customized to different verticals
  with varied conversion cycles
• e.g. Auto vs. Consumer Electronics

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KCT - capture customers for more conversions
Business Awareness
Influence consideration
Keyword Contextual Targeting
Drive sales Advocacy
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Keyword Contextual Match
Keyword Targeting uses the keywords youve chosen
to match ads with users who have visited
contextually relevant content Extended Keyword
Match (how it works) The Extended keyword match
segment means the placement was relevant to the
keywords you chose and related factors, such as
the content of the web pages a person seeing
your ad has recently browsed.
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Gmail Sponsored Promotions
Business Awareness
Gmail Sponsored Promotions All steps of the
funnel according to targeting and creative.
Influence consideration
Drive sales Advocacy
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Best In Class Creative Example Standard HTML
Teaser
Expanded Ad
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2 1 3 4
Why this works Perks (free delivery, 10 credit)
highlighted in teaser and expanded ad
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Colorful image in line with brand
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Clear CTA
3
Clear step-by-step instructions to illustrate
visually how the product works
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Gmail Sponsored Promotions - Create and
Capture Demand
How to Reach Campaign Tips
Create Demand
Exclude advertiser domain. Use demographic,
interest, keyword, job, and/or product purchase
targeting. Try targeting similar and/or
complementary domains to reach potential
customers

• Include a special offer or discount to create a
  sense of value and urgency for the user
• Design for your audience Create ads for a
  target audience with custom imagery, messaging
  and offers

Capture Demand

• Offer something Give customers a reason to come
  back/buy and set offer apart in the inbox
• Upsell or cross-sell Consider complementary
  purchases or upgrades

Use domain targeting to reach users you already
have a relationship with
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GSP Targeting Options
Gmail Sponsored Promotions are designed to reach
users -- not cookies, not emails, not placements.
Unique targeting makes it possible optimize for a
specific audience Available targeting
Age / Gender
User interest verticals
Job
Geo / Language
Domain
Device
Keyword
Product purchase
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Measurement
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Measurement Measurement Is The Key To
Success Measurement Options
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Measurement Measurement Is The Key To
Success Types of conversions we can track
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Next Steps Why paid is important
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Questions Answers
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About Cardinal Web Solutions
Top Interactive Marketing Agency Cardinal Web
Solutions is a creative group of marketing
professionals skilled at leveraging traditional
and innovative mediums empowering small to
medium-sized businesses and national brands. We
focus on driving your profits through improved
search results rankings, increased website
traffic, social media orchestration, and other
interactive marketing techniques. Credibility
from
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Cardinal Has Done Work For
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How well is your strategy working?
To download todays presentation as well as
receive a Complimentary Needs Analysis-
www.cardinalwebsolutions.com/apex
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