What s Now, New, and Next.

Transcription

1 What s Now, New, and Next. Mark Cunningham EVP, Client Solutions and Strategies Carnegie Communications

2 #1 think goals first. Always.

3 #1b think audience next. Always.

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7 Display Advertising Site Placement Behavioral Targeting Keyword Targeting Affinity Networks Retargeting IP Targeting Mobile Location Targeting Social Media Look-alike Modeling

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9 Search

10 Paid Search

11 Paid Search

12 SEO and User Experience Go Hand-in-Hand

13 Social Media

14 Engage Prospective Students on Social Media Choose a social media platform with your audience & campaign goals in mind.

15 Lists

16 Lists 1. IP Targeting 2. Social Media 3. Locations 4. Similar Audiences 5. Retargeting 6. Site Visitors

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19 The individual is now the channel

20 Possible touch points

21 The Journey Do a mobile search for bachelor s degree Watch your sample lecture video on YouTube on their PC Click on your mobile search ad Visit your mobile Facebook page Do another mobile search and clickto-call your school Apply on their PC

22 The Journey

23 The Journey After seeing a display ad, prospects are more likely to

24 The Journey

25 Mobile Footprinting

26 Location-Based Over 1 billion people use Google Maps and carry their mobile device everywhere they go Location-based mobile searches are growing 50% faster than overall mobile searches. Where your users are located (physical location) Locations your users showed interest in (location of interest)

27 Audiences

28 Building New Audiences Site Search Social YouTube Custom Audiences Cross Device

29 Build New Audiences prospect prospect prospect visitor visitor visitor Your Website visitor visitor prospect

30 In-Market Audiences for Search

31 Lists

32 Personas: Household & Individual Carnegie Example: Persona-based IP Targeting (no list needed) - Academic data - Demographic data - Household income and affordability data - Age, gender, education level, and more

33 Conversions

34 Digital Lead Generation & Action Oriented Conversion Strategies

35 Google Optimize & Landing Pages With the Optimize integration, create and test landing pages tailored for specific campaigns, ad groups or keywords. Example: customize a landing page for the query beautiful campus with an image of students outdoors on campus and test it against an image of a campus building.

36 Google AMP Bringing the speed of AMP to search & display ads and landing pages 2 new ways to harness the speed of AMP to improve advertising performance. Use fast-loading AMP pages as the landing pages for your search ads. Faster ads served across the Google Display Network by using AMP technology

37 site visitors, personalization and greater clarity

38 Collect Segment Deliver Collect user data on an anonymous and known users level Tracks all behaviors to develop personas on a unique user level Segment behaviors in aggregate via segments and respond to them in real-time

39 Smart Segmentation & Personalization

40 Enhanced Data Analytics Know the individual across channels, devices, and sessions Creates profiles for anonymous and identified users Interact with all your other technologies CRM, CMS, , etc. Profiles built with a single click and then is enriched with all the subsequent actions the user takes

41 Personalized Home Page

42 Personalized Program Page Info

43 Personalized Forms

44 Google Attribution Machine learning-powered methods enable marketers to model the relative contribution of different advertising efforts. Video ads, banner ads, s and other materials all work together to drive conversions it doesn t make sense for the final social media ad to get all the credit.

45 With great power comes great responsibility

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49 Search

50 Digital Brand and Fraud Protection

51 Digital Brand and Fraud Protection

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53 What s Next?

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55 The Internet of Things

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58 Augmented Reality

59 Connected (Smart) TV Addressable TV Advertising

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61 The individual is now the channel

62 What s Next on the Horizon?

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