Documentos de Académico
Documentos de Profesional
Documentos de Cultura
Session Objectives
1 2 3 4
Case Studies
1 2 3 4
Q&A (15min)
Case study series is online at: foghornlabs.com/case-studies/ and this deck will be posted soon after OR.
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Cost per click (amount paid for each ad click) Cost per 1,000 impressions (common format for display) Pay-Per-Click advertising (AdWords, Bing Ads, Display) Product Listing Ads (Google Shopping ad format) Comparison Shopping Engines (PLAs, NexTag, Amazon) Return on Ad Spend (media-centric ROI)
Case Studies
1 2 3 4
Q&A (15min)
Challenges:
1.! First season selling direct-to-consumer 2.! Short window of customer interest (ie. minimal time to test) 3.! Striking a balance between wholesale and direct
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DISPLAY
SEARCH
CSE
RE MARKET ING
PLA
trew cosmic jacket pow funk jacket trew gear trew outerwear
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ROAS by Channel:
! AdWords Text Ads: 970% ! Google Shopping (PLAs): 620% ! Remarketing (GDN): 159% ! Banner Ads (GDN): 49% ! Banner Ads (Direct CPM): 36%
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Source: http://searchengineland.com/google-plas-may-be-bigger-and-better-than-you-think-181017
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Case Studies
1 2 3 4
Q&A (15min)
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Challenges:
1.! Getting noticed in a crowded, highly competitive market 2.! Differentiating from low-cost, low-quality alternatives 3.! Lack of transparency from device manufacturers 4.! Short window of time to capitalize on traffic spikes
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RONIN SECTOR
SOLACE
DISPLAY
CSE
RE MARKET ING
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Source: http://searchengineland.com/google-plas-may-be-bigger-and-better-than-you-think-181017
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Case Studies
1 2 3 4
Q&A (15min)
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Challenges:
1.! High cost of maintaining the blog + multiple social media platforms 2.! Reengaging with visitors who are unfamiliar with the brand 3.! Being compelling without being too obvious or annoying.
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Return Customers
Product Browsers
PR
REVIEWS
Abandoned Carts
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SEARCH
DISPLAY
CSE
RE MARKET ING
Customers rarely convert directly after clicking on a remarketing ad. They are more likely to conduct a brand or product search as a result of seeing a remarketing ad.
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Site Visitors
1.! Develop a strong presence across platforms relevant to your audience 2.! Segment remarketing lists by platform and tailor ads accordingly
Source: http://www.businessinsider.com/a-primer-on-social-media-demographics-2013-9
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Case Studies
1 2 3 4
Q&A (15min)
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