Overview: If you or your clients sell online this is a can’t miss talk. There are no pie in the sky strategies or 6 month development projects discussed in this session – just straight up money making ecommerce tactics. You’ll discover simple tweaks you can make that will improve results from email, SEO, and PPC campaigns; ways to improve conversion by reducing friction and anxiety for shoppers; and how to better merchandise and lay out your pages to maximize your selling potential.

Ticket Information: See website

Venue: 535 Hornby Street, Vancouver

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Not only they have used Twitter to raise awareness about the launch of the website and inform people of their participation at blogger meet ups in London, Leeds and Manchester, but they also implemented a treasure hunt to keep the momentum of the campaign. The competition lasted for two weeks during which participants had to follow Havana Cultura on Twitter to get clues they would have to solve, replying on Twitter with the hashtag #havanatreasurehunt.

Therefore they got bloggers commenting on the campaign but these people were also engaged on Twitter. Moreover, the campaign got the attention of the marketing press, which increased even more the exposure of the website. So the campaign not only spread the word about Havana Cultura on Twitter but on  much broader audience on the web too. And the even better thing about it is you can track everything: increase of traffic on the website, traffic directed from Twitter, number of mentions on Twitter, etc. Well done Havana Club!

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AdShare and LeadShare are the two services SlideShare offers. While AdShare allows contextual and geographical targeting to place documents next to related content using a PPC system that treats presentations as if they were ads, LeadShare’s pay per lead concept is more innovative.

A contact form is integrated on the page that hosts the slide show, and also when the download of a presentation is requested. Prospective customers that have watched the slideshow and are interested in the service will find an immediate and convenient way to fill up a contact form. Companies would benefit from targeting people interested in their content on SlideShare or embedded in blogs and other websites.

LeadShare’s pay per lead pricing model

The cost of one lead on SlideShare Business can change depending on the amount of information collected on forms. The basic name and email information would cost $1 per lead, but the more questions are asked, the more expensive the lead collecting can get:

• $1 Name and email address
• + $2 Geographical targeting
• + $2 Phone number
• + $2 Address
• + $2 Each custom question (up to 5 allowed)
• + $5 Content blocking (viewers need to complete lead form to view content)

SlideShare Business gives the option to verify leads for every specific campaign, and receive email alerts every time a lead is collected.

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AdWords Conversion Tracking lets you activate the optional View-through conversion reporting column on the Campaigns tab, showing the number of conversions that occurred within 30 days of your display ad appearing on the Google Content Network for which there was no ad click generated.

It’s important to note that only image ads count: search campaigns or text creatives in content campaigns will not be tracked.

View-through reporting data could be very useful in optimizing campaigns and choosing the best suited sites for the ads, but strong criticism has already arisen, pointing out that this new feature could be nothing but a way to cover banner ads’ decreasing effectiveness year after year.

Natural Born Clickers are an endangered species

An interesting study by comScore and Starcom USA shows that in the last two years, the number of internet users who click on display ads halved: from 32% of Internet users in July 2007 to only 16% in March 2009.

What could be easily labeled as banner blindness, is actually, from the glass half full perspective, evidence of the strong interaction between online display advertising and consumers’ search behavior: not only new metrics like the Dwell Time are being introduced to measure the effectiveness of rich media ads, but a study from iProspect shows how internet users perform searches related to ads after being exposed to online display advertising

Search and Online Display Advertising

According to iProspect’s Search Engine Marketing and Online Display Advertising Integration Study, 52 percent of internet users actively respond to online display advertising by clicking on the ad (31%) or performing a search on the search engine (27%).

Wow, impressive numbers. Probably because the numbers themselves don’t add up and need to be taken with a grain of salt, because of the misleading methodology used in the study. Let’s look at the question internet users were asked to answer:

What the results actually show, is that in a 6 month time frame, 31% of the respondents include clicking on ads as one of the possible responses to display advertising (because of the “select all that apply option”).

The study is not actually revealing that “31% of Internet users INITIALLY respond to online display advertising”, because there is no way to measure the times that this particular response occurred compared to the total number of ad impressions in 6 months, therefore it’s impossible to compare the frequency of this particular kind of response against the other options shown in the image below:

Measuring Online Display Advertisement’s power to drive search behavior is an impossible task, let’s be honest about it. IProspect warns marketers that ads on offline channels, as radio and TV, convert online too.

What emerges from all these studies and AdWords View-through conversion tracking, is that SEO, SEM and offline marketing efforts need to be coordinated and harmonic. Not only domain names in display ads need to be intuitive and easily remembered, but offline slogans and online display creatives should be reflected in landing pages’ keywords.

The final lesson in creating Brand awareness through Online Display Advertisement comes from Gene Hackman himself: View-through conversions may not be immediate…

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Their continuing work on digital advertising effectiveness, creative and media optimization, and ROI-driven marketing strategy can all be followed at the Microsoft Advertising Community blog. Examples of their published work can be found at the Microsoft Advertising research library. The Institute is led by Young-Bean Song, who is responsible for the development of “Engagement Mapping”. This redefined how we measure the effectiveness of various online marketing channels, and their synergies. It’s fair to assume some pretty insightful and effective research will come from this group in the near future. Just be sure to catch it!

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