5 rules for selling and managing digital advertising campaigns

1

DIGITAL ADVERTISINGSELLING STRATEGIES photo

Spider GrahamCertified Sales Training

5 Rules for Selling and Managing Successful Digital Advertising Campaigns

2

• Rule #1: You Will Be Judged and Your Income Flow Will Be Affected by the Outcome of Advertiser Campaigns• Based on Advertiser’s definition of success• Based on Advertiser’s definition of audience• Based on Advertiser’s creative and web sites

• What Campaign Success Insights Can You Offer To Help Assure Advertiser Success?

DIGITAL ADVERTISINGLANDSCAPE

www.certifiedsalestraining.com (855) 367-8200

3

What is Your True Role?• You Should Be So Much More Than Just A

‘Sales Rep’ To Your Clients• Advisor and consultant

– You are a Solutions Provider• Create opportunities for advertisers• Create customer satisfaction• Create upsell opportunities

– You are a Partner



4

I’m looking to solve a problem!

You’ve come to the right place. We are a solutions provider!

Advertiser


Publisher


5

• Rule #2: Advertisers Don’t Always Know What They’re Doing• Often “follow the fold” or “fake it until they

make it”• Terrified of taking chances or making mistakes• Work in a culture of CYA; Want to look good• Are often open to your suggestions



6

• Helping Advertisers Help Themselves• Start by dispelling the myth that somehow

digital advertising is magical!



7

• Helping Advertisers Help Themselves• Help Them Set Realistic Campaign

Expectations– Get a sense of what ROI looks like for them



8

• Helping Advertisers Help Themselves– Encourage them to NOT base campaign

success on Click Through Rates!– Help them to question their own motives. Ask

“Why?” whenever you can.



9

Our Goal is to drive traffic to our site!

Why?


Advertiser Publisher


10

Our REAL GOAL is to get consumers to do

___________!

And then what happens?


Advertiser Publisher


11

• Helping Advertisers Help Themselves– Know How The Advertiser Plans to Measure

Campaign Success?• Data collection (Emails, name and address, other)• Completion of direct action (online or offline;

Interaction, site visits, retail visits, coupon redemption, etc.)

• Defined Acquisition Points• CTR

– Conversion is the REAL Objective of the Campaign



12

• Rule #3: Nothing is more important than conversion. Nothing.


Identifying Action Sequences Which Meet Campaign Goals

Redemptions Circulation Views

Downloads Actions Taken Interaction Rate

Click-Throughs New Acquisitions SalesCONVERSION


13

• Click Through Rates Can Measure Campaign Viability...

Site A

.08% CTR

Site B

.02% CTR

Site C

.04% CTR

Site D

.15% CTR

Site E

.06% CTR

Site F

.10% CTR



14

• …But Measuring Conversion is the ONLY thing that Matters!

Site A

.08% CTR

Site B

.02% CTR

Site C

.04% CTR

Site D

.15% CTR

Site E

.06% CTR

Site F

.10% CTR

12% 30% 2% 5% 10% 11%



15

• Rule #4: Different Campaign Goals Require Different Approaches


BrandingDirect Response


16

• What Do We WANT Consumers To Do?– Branding and direct response campaigns

have different goals

Branding Direct Response



17

• At The Core Of Any Successful Campaign Is A Clear Understanding Of Its Goals:– What is the message?– Who is the target audience?– How do we want them to respond?– How will we measure results

to determine if consumers acted the way we wanted them to?



18

• Rule #5: You’re not going to get it perfect on first try. Probably not the second try either.• Be willing to learn from mistakes and

assumptions• If you don’t measure you CAN’T improve• Goals will evolve and improve with

understanding and experience• Build campaign optimization

plans into ALL of your digital campaigns



19

• The Importance of Campaign Benchmarks; Start Anywhere!• Helps bring the marketing ‘target’ into

focus• Are initial results ‘good’ or ‘bad’?• Marketing success isn’t based on single

campaign events



20

• How Do We Measure If a Campaign ‘Worked’?– By identifying what can be measured

and what it means– By meeting set goals– By surpassing previous benchmarks– By testing various parameters– By optimizing campaign approaches



21

THANKYOU!• Spider Graham

• [email protected]• (855) 367-8200


mailto:[email protected]

5 rules for selling and managing digital advertising campaigns

Business

Transcript of 5 rules for selling and managing digital advertising campaigns