What s new in digital marketing? How to improve your subscription marketing ROI in 2013

Transcription

1 What s new in digital marketing? How to improve your subscription marketing ROI in 2013 Carola York, Managing Director, Jellyfish Publishing Specialist Media Presentation, 6 February 2013 Jellyfish Publishing 2013

2 Carola York Managing Director, Jellyfish Publishing Jellyfish are a digital marketing agency, renowned for their expertise in PPC. Jellyfish Publishing is a standalone business division within the Jellyfish Group, dedicated to serving its numerous publishing clients. It works in partnership with publishers to create digital campaigns which generate new subscribers - on a riskfree Cost per Acquisition model. I joined Jellyfish Publishing last year following 25 years working for a range of consumer and business-to-business publishers both big and small - including The Spectator, EMAP, The Tablet, TSL Education, The Economist and IPC. As a specialist in subscription marketing, I help Jellyfish s publishing clients grow their print, digital and app subscription businesses. 2

3 What I m covering today... Some of the latest techniques Jellyfish Publishing are using to help grow subscription sales from PPC for our publishing clients - across mobile, tablet and desktop devices. A brief run through how Google s latest offering for app analytics can help you measure ROI and return from your app marketing budget. What s new in the social media marketing world - a look at Facebook Custom Audiences and Facebook Exchange. 3

4 What s new in PPC? 4

5 The search landscape is going through a major shift People using their mobiles and tablets to search the web is continuing to rise exponentially. 46% of Christmas Day search traffic was on tablets and mobiles. Mobile web browsing is predicted to overtake desktop in That s next year! 5

6 What does this mean if you are selling subscriptions through PPC? Search on mobile, tablet and desktop need to be managed and tracked separately. People use them in different ways at different times of the day to buy different things. So the PPC activity you run must reflect this to ensure you get the best response and return on your marketing spend. 6

7 Understand how people visit your site What traffic comes from desktop, tablet and mobile? At what time of day? Visits by Hour of Day Desktop Mobile/Tablet 7

8 Allocate your budget appropriately Allocate your budget - using Ad Scheduling - to the most appropriate devices at different points in the day. 8

9 Use different messaging and call-to-actions If your website is not particularly mobile friendly, test using ad messages such as click to call to get people calling in to order (otherwise they might just give up placing an online order via their mobile). Or if it is mobile/tablet friendly, use ad messages such as... on your tablet, and mobile friendly to encourage people to click through to order. If you find getting people to sign up via mobiles is difficult, test promoting your mobile app (if you have one) instead of a print subscription otherwise you ll be paying for lots of clicks and getting few orders. 9

10 Consider using Call Extensions But ensure your call centre or subscription bureau log the source of the call - or use Jellyfish s Infinity call tracking service which can attribute the call back to the individual keyword. 10

11 For apps, test using Mobile App extensions These drive people directly to your app - in either the Apple App store or in Google Play. 11

12 Don t assume mobile/tablet users want to only buy apps In Jellyfish s experience, even though someone is searching on a mobile or tablet, they are still more likely to want to buy a print subscription. So, give the customer the choice print, digital, or app subscription, depending on your offering in order to maximise your potential number of subscription sales. 12

13 Using PPC to market apps Google Analytics is great for analysing website traffic - and Google AdWords is great for managing PPC. But until now it has been impossible to track paid app sales (made within an app) directly back to PPC keywords, unless you ve set up your own custom tracking. It s therefore been impossible to measure an accurate ROI from your app marketing spend on PPC. 13

14 Launch of Google Mobile App Analytics Google has recently taken a big step forward with the launch of their Mobile App Analytics package. This is great news if you sell an Android app through Google Play! But sadly Google doesn t yet support the tracking of Magazines sold through Google Play. Nor does it support the tracking of sales made in ios iphone and ipad apps. 14

15 About Google Mobile App Analytics It allows you to capture usage data about your Android app - and integrate it with your Google Analytics account. The suite of reports available provides metrics which can help you evaluate the performance of your app including: the number of downloads/installations the devices and networks used to access the app the geographic location and languages spoken by visitors And most importantly... in-app purchases 15

16 Tracking in-app purchases If you want to track the all important data related to single or subscription sales of your app, you ll need to make sure you set up the ecommerce tracking option. Once set up you ll then be able to see reports on: in-app revenue total number of transactions the percentage of sessions that included a transaction the average value of transactions within the app the total quantity sold the number of unique purchases 16

17 What s new in remarketing? 17

18 What is remarketing? When people visit your website, but leave without buying, remarketing lets you reconnect with these prospects and entice them to return and buy a subscription. The main remarketing options available include: Text and image ads served via the Google Display network launched in March 2010 NEW! Facebook Custom Audiences launched in September 2012 NEW! Facebook Exchange launched in September

19 Remarketing via Google Google allows you to target people who have visited your website and it then display your ads on other websites they subsequently visit. You simply need to add a small snippet of code from AdWords onto the pages of your website and then launch your AdWords campaign. Does it deliver a good ROI for subscriptions? YES! 19

20 Ensure you minimise the feeling of being stalked A basic Adwords remarketing campaign will follow your prior site visitors across the web, serving the same ads over and over again on any of the web pages they visit. Both excessive ad repetition (and presence on subsequent visited sites which might have inappropriate or irrelevant content) can contribute to the feeling of being stalked. So you need to think carefully about how you set up remarketing to maximise your return but minimise the intrusion. 20

21 Top tips for success 1. Create different audience groups by considering: Which page on the site did they leave from? Had they been looking at general content or a subscription specific page? Did they start the subscription sign up process, but not complete it? 2. Create different ad messages (and maybe offers) for each audience group. Consider that they visited your site, but left. Why? What might entice them back? A reminder of the latest subscription offer (if they started the sign up process but didn t complete it)? A reduced price offer if they just visited the subs page and then left? If they looked only at editorial content, why not just get them signed up for something a free e-newsletter to allow you to contact them with a subscription offer in future. 21

22 Top tips for success 3. Decide where the ad clicks through to. An existing page on your site? Or a new, customised landing page reflecting the ad message/ offer? 4. Consider when to serve the ads and for how long. Do you want ads to be shown immediately after someone visited your site. Or delay when they are served? How many times do you want them to appear? Between 7 and 12 is generally recommended. 5. Consider which categories that you may want to exclude. Juvenile, gross & bizarre content? Profanity & rough language? Sexually suggestive content? 6. Test. Analyse. Refine. 22

23 Options for both text and image ads Text Image 23

24 Great for brand awareness and subscriptions Here are some recent results for remarketing campaigns run by Jellyfish Publishing run for a couple of our magazine clients: Impressions Clicks Click through rate Cost Subscriptions Cost Per Acquisition Conversion rate View through subscriptions Cost Per Acquisition Text 643,582 1, % % Image 220, % % Impressions Clicks Click through rate Cost Subscriptions Cost Per Acquisition Conversion rate View through subscriptions Cost Per Acquisition Text 44, % % Image 155, % %

25 facebook s Custom Audiences Advertising on facebook can be good for brand awareness, but in our experience, is often difficult to generate any reasonable volume of subscriptions to justify the effort or spend involved. facebook s recent launch of Custom Audiences provides a new opportunity to target just people you have had contact with before a form of remarketing. And early reports from those testing it show it is has the potential to generate between 5 and 25 times more return than the standard facebook interest targeting. Great news! 25

26 How it works If you have or phone lists (collected via your website, from events you run, from lapsed subs lists etc), it allows you to just serve an ad to just these people - in facebook. It s run through the Power Editor function in facebook (you can t manage custom audiences through the standard Ads Editor). You upload your list it s hashed to keep it secure and facebook don t keep or pass on your data. facebook then match your list of contacts against all their active users finding the people who have the same or phone number and then serve the ad just to them. 26

27 What to consider? 1. Understand who is in your list of contacts. How did you gather the list? How long ago? How much do they already know about your publication? 2. Ensure your ads and offers are then designed to attract the people on each specific list. Don t use one generic ad for all lists. Reflect their knowledge of your publication - and use the offer most likely to attract them to sign up. 3. Create ads for facebook s mobile newsfeed. Mobile newsfeed ads generally achieve higher response rates. 27

28 What to consider? 4. Consider where your ad will click through to. Keeping people within the facebook environment usually generates a better response than directing them to a website. Can you create a sign up page on your facebook page? 5. Make your sign up form as mobile-friendly as possible 19 million of the UK s 27 million facebook population access it via their mobiles 6. Test. Analyse. Refine. 28

29 Ideas to test Reactivate registered website users who have not visited your site for some time encourage them to sign up for a free trial. Tempt lapsed subscribers back with a really strong subscription offer. Entice abandoned baskets to go back and complete their order. Encourage people to download your mobile app (perfect for mobile newsfeed ads!) 29

30 Facebook Exchange Facebook Exchange (FBX) allows you to re-market to Facebook users who have already visited your website. So, as with other remarketing, should lead to high conversion rates and a good return on investment. Initial results from across the digital marketing industry show click-to-conversion rates of 8-10% (compared to the 4-6% maximum usually seen from standard facebook display ads). 30

31 The Pros and Cons The Pros It could offer a great opportunity to generate additional subscriptions at a good ROI. It compliments all the other remarketing you might have in place. It offers high quality inventory all impressions are above the fold and remain viewable regardless of how the user scrolls. The Cons You can only serve ads on the right-hand side of facebook on desktop they don t appear in mobile newsfeeds. You have to work through a 3 rd party. Facebook Exchange is currently only available through the digital marketing software of approved partners and most charge minimum fees. 31

32 In summary 32

33 Top tips 1. Understand what traffic comes to your site from desktop, tablet and mobile at what time of day. 2. Test different ad messaging and calls-to-action in your PPC, depending on the device. 3. Offer customers the choice of a print, digital or app subscription regardless of the device they are using to visit your site. 4. If you have an Android app, investigate how Google Mobile App Analytics can help you track your app marketing ROI. 5. Make sure you are running remarketing campaigns via Google as they are great for both brand awareness and subscription generation. 6. Test facebook s new Custom Audiences offering. 33

34 For further information About Jellyfish Publishing s services, visit: About Infinity Call Tracking, visit: About Google s Mobile App Analytics, visit: About facebook Custom Audiences, visit: 34

35 Follow Jellyfish Publishing Jellyfish Publishing 35

36 Thank you Carola York Managing Director Jellyfish House London Road Reigate Surrey RH2 9SS

37 Q&A 37