1 Keyword Advertising as a Teaching, Learning and Research Tool Special Session Panel Presentation MEA 2009 2 Panel Overview Introductions Digital versus traditional advertising Measuring digital advertising Educational opportunities Research opportunities Answer questions and discuss 3 Today 9s Panel Jamie Murphy Department of Marketing Business School University of Western Australia firstname.lastname@example.org Ruth Doane Google Irvine Sven Tuzovic Marketing Faculty School of Business Pacific Lutheran University email@example.com Lyle R Wetsch Assistant Professor of Marketing Memorial University of Newfoundland firstname.lastname@example.org David Horrigan Director of Marketing Curriculum Center of Marketing Excellence G.I.H.E, Switzerland email@example.com Digital and Traditional Advertising 4 Changing advertising landscape 5 0.6% TOTAL 8.8% FSIs 6 2.5% OUTDOOR -7.2% · Local Radio 5 -3.1% · National Spot Radio 12.0% · Network Radio -4.5% RADIO MEDIA 8.5% INTERNET 4 -5.3% · Spanish Language Newspapers -6.2% · National Newspapers -5.0% · Local Newspapers -5.2% NEWSPAPER MEDIA 14.2% · Spanish Language Magazines 17.1% · Sunday Magazines -2.1% · Local Magazines -3.2% · B-to-B Magazines 0.2% · Consumer Magazines 0.8% MAGAZINE MEDIA 3 4.4% · Spanish Language TV 11.2% · Syndication - National -2.4% · Spot TV 2 4.1% · Cable TV 0.8% · Network TV 1.7% TELEVISION MEDIA Source: TNS % CHANGE MEDIA SECTOR ... more. less.
· Media Type (shown in rank order of 2008 spending) " PricewaterhouseCoopers 2009 Projections Network TV 1.5% " Auto & Financial industries " Dependent on strong content Cable TV 3.4% " 5 th straight year topping network " Smallest increase since 2002 Spot TV -4.9% " Absence of political & Olympic ads " Looking for websites for revenue Digital 17.2% " Shifting media habits " Marketer interest cnext generation d " Experimenting with models Mags. + websites + mobile 4.5% " Long lead time 3 12 weeks Newspapers -2.4% " Paper & postage increase Radio -1.9% " 8 yrs of stagnant & 3 yrs neg. growth Similarities, Differences and Trends - 2009 6 " Network TV Continued ratings erosion 5% decline overall for network sales and a 7-8% drop in prime time (WPP-GroupM) 25% audience loss in last two years while program costs are increasing Need better pay-offs from program development efforts 3 shifting dollars to cable " Cable TV Dual-revenue stream 3 advertising & carriage fees Core 18-49 demo, nightly audience up 9% compared to 11% network drop Average CPM at least 1/3 of network " Digital Strengths are trackability and efficiency Users continue to spend more time with digital Move toward showing ROI, monetizing massive inventory, proving value of adv.<br><br> models, developing more business intelligence tools " Print " Closing and contracting titles (Cottage Living, Golf for Women, Men 9s Vogue) " Publishers focusing on digital buys rather than magazines " For newspapers: real estate, automotive and classifieds drifting online Strategic Advertising Trends - 2009 7 " Year of experimentation and changing channels " Thinking hard about shifting dollars to ad platforms with better ROI during recession " ROI pressures have never been stronger " Reshuffling platform mixes for greater return and efficiencies " Targeted and more efficient forms of advertising " Analytics and consumer insights are critical moving forward Google Confidential and Proprietary Measuring Digital Advertising 8 9 Google Analytics Overview Benefits for Marketers " Understand how visitors engage with your site " Compare performance of all marketing efforts from emails to keywords to offline campaigns " Integrated with AdWords but also tracks non-Google campaigns " Identify areas for site improvement " Pinpoint breakdowns in conversion processes " Track e-commerce metrics, such as revenue, average order value, and conversion rates Free, hosted web analytics tool that helps advertisers improve their sites and increase their marketing ROI 10 Evaluate Your Campaigns " See which marketing strategies are most effective " Analyze performance at the keyword level " Evaluate your ROI based on goal values you have defined 11 Leverage Organic Search " Discover what users search for to reach your site " Identify organic keywords that convert but are not included in your current marketing campaigns " Start bidding on new keywords 12 Understand AdWords Performance " See click and cost data directly from AdWords " Compare spend against conversions " Analyze click and cost trends over time 13 Offline Product Integration: AdWords TV Ads See correlations between a TV campaign and your website traffic Connecting Students, the Community and the University 14 Success Working with Community Businesses " WIN 3 WIN Scenario " Recognition that Google AdWords in Needed 3 not sure on how to implement " Opportunities for Connection: " Work with Work Term Employers (if applicable) " Work with Alumni Affairs " Success Stories from the Campaign " Response Rate " Administration Buy-In " Post Campaign Success " Student Employment Opportunities for Work Terms and Post-Graduation Actual Campaigns 16 Sven Tuzovic " Mandatory class project for e-Marketing course " 5 student teams " Campaign duration: March 31 3 April 21 " Variety of business partners, recruited by students " Cupcake bakery " Comic book store " Nut-roasting company " Electronic medical records and practice management service " Non-profit child placement agency & international adoption programs " Challenges: " Learning-by-doing: getting to know the AdWords interface " Responsiveness of client during campaign, e.g. installing Google Analytics Campaigns 3 example 1 " Team c cupcake d ran a great campaign, achieving 931 Clicks " But, they also had a high Bounce Rate of 92% Campaigns 3 example 2 " Team c child adoption d also ran a great campaign, achieving 755 Clicks ; while their overall Bounce Rate was 40% (and 55% among Paid Search) Research Opportunities 20 Field Experiments Actual versus reported behavior Copy testing and A/B testing Theoretical approaches " Serial positioning " Elaboration Likelihood Model " Psycholinguistics Google Confidential and Proprietary Questions and Comments 22