The Ultimate Guide To Product Marketing - Part 4: Launching a Digital Campaign
September 28th, 2017
An effective DRTV campaign relies on the synergy between TV and web, as it is no secret that TV is a massive driving force to web searches. Multiple studies prove that at any given point, the majority of people watching TV are also using their mobile device. They could be doing possibly anything on that phone, but one thing's for sure–conducting a web search is one of them.
In this week's article we explore the world of digital marketing to show you how a digital media campaign is usually the next step after launching a TV one. Digital campaigns are often launched to support TV and offer more information about the product, as well as allow customers to complete conversions. Investing in a digital campaign is always encouraged, especially when you have a drive to web campaign on TV, as there are many ways to reach your target audience through digital platforms that can be that extra oomph they need to purchase your product. In addition, having an online presence improves brand image, customer retention, as well as customer loyalty.
When we say digital, we're going to be focusing mainly on Facebook, Instagram, and Google Search and Display Networks. Similar to TV media buyers, digital media buyers would handle your digital campaign and they would also first begin with devising a budget.
Based on your TV campaign and the data you have collected thus far, media buyers recommend a certain spending limit on digital ads. However, a digital media campaign budget is subject to change depending on different factors like platform(s), audience size, campaign objective and campaign bidding style (Cost Per Click vs. Cost Per Impression, etc.) so there's really no exact ratio to go by when putting together a budget for digital with respect to what was spent on TV. Yes, digital campaigns can sometimes cost more than DRTV, but only if you want to invest more in digital, of course.
Keep in mind that when we are talking Facebook ads, we do not mean setting up your own Facebook page and bugging all your friends to like it, while you post content that will (at max) receive seven likes and one measly comment, and practically zero brand recall. This is because Facebook's organic reach is, well, terrible.
We are talking about using Facebook Business, a platform that enables Facebook page owners to create paid advertisements shown to a target customer right on his/her timeline. What's even more impressing about Facebook Business is that it allows you to also target Instagram at the same time so you don't have to manage separate campaigns (thanks, Mark Zuckerberg!) Facebook is also built similarly to Google AdWords and shows you data regarding your campaign's performance and whether or not you are hitting your campaign objective.
Check out this incredibly thorough guide to using Facebook Business that will really teach you the ins and outs of the platform, and how it works to deliver targeted ads to people so they can discover your brand and reach your product.
The first step in creating Facebook ads is setting your campaign objective. Do you want to increase sales of your product? Or do you just want to generate brand awareness? There are different options you could choose, as shown in the image above. Depending on your campaign objective, your campaign settings may change. Once your campaign objective is defined, it's time to set your target audience. There are different ways of targeting your audience on Facebook. For a drive to web campaign, you could make use of Facebook's Custom Audience and Lookalike Audience tools to build your target public.
This type of audience is easy to build because it is essentially the digital version of your TV campaign's customer list. After your TV campaign has received signups and orders, you should be left with a lot of data about your customer base, which includes people's names, phone numbers, and even emails, as collected in a typical checkout/signup page. This data can be grouped and uploaded into Facebook, where it gets hashed into Facebook data–for instance, Facebook matches the emails you provided with emails in their database to find your customer's Facebook profile. Then, it's able to add them to your audience pool and begin serving ads to them. You can also use addresses from your web test to create your custom audience. This audience group can further be refined based on location, interests, age group and more.
You might be familiar with this kind of targeting and have experienced it multiple times on your own Facebook page. While shopping online, many of us add items to our cart but later on decide not to purchase any of it. We close the tab and leave the website, only to find an ad on our Facebook timeline that has those exact products we left in our cart a few hours/days ago! No, Facebook isn't spying on you, but the advertiser is using a very powerful tool (available for Facebook and Google) called remarketing.
Remarketing is a very reliable method of increasing conversions. On Facebook it is simply another Custom Audience. This audience is based on your web traffic and includes people who have visited your page and did not complete the desired action like purchasing your product or signing up for your magazine, etc. While you can target people who have completed an action on your site with remarketing, it's more effective to just target those who didn't, as they are more likely to convert than those who already did.
To do this, you need to get a bit technical. Note that remarketing is the same concept on both Facebook and Google, but the location of the displayed ads is different–on Google, remarketing ads are shown on websites within the Google Display Network while Facebook remarketing ads are shown strictly on users' Facebook timeline.
Put simply, remarketing works through the use of a piece of code called a Pixel that is installed on your web pages. This code essentially 'tags' people who interacted with your website and tracks them around the website to log their actions. Based on a specific action on the web page (which you set when you install the pixel), Facebook/Google is triggered to serve the user an ad reminding them of revisiting your website. Your ad would end up looking a little something like this:
For example in the above image, the user was likely browsing the high heels section on a shoe store website and viewed these exact pairs of shoes. The pixel, installed on the high heels webpage, was triggered to track the user around the website so that the ad shown later to them on Facebook is as personalized as possible.
Speaking of pixels, you are advised to set them all up on your landing page or website while your TV campaign is running, and setting up the events you wish to track such as Page Views, Add To Cart, and more. This will allow you to collect data about the people responding to your TV ad as it is being run, and reuse it for remarketing and creating your custom audience, making your digital advertising a lot more efficient. This applies to Facebook pixels and Google Analytics.
If you find that your custom audience is still small in size, you can broaden it by creating a lookalike audience. It's exactly what it sounds like–a lookalike audience is a group of people who share similarities to your custom audience but still haven't interacted with your page or business (yet). Creating a lookalike audience will expand your reach and allow you to target an untapped market, which can be huge in size. This can be done to any of your custom audiences; from your customer list or your remarketing list, generating new leads that are most likely going to be interested in your product or service.
Another way you could go digital is through a Google AdWords campaign. Google AdWords operates on both Google's Search and Display Networks. What this means is that you could advertise your business through text ads on Google's search results page and bigger visual/banner ads on websites across the internet that are a part of Google's Display Network.
Search ads are keyword-based and are composed of two lines of text and a URL. They appear on top of organic search results since they are paid ads and an ad appears based on a user's search terms and whether or not they match your campaign keywords. While setting up your campaign, a media buyer thinks about the search terms that people need to type into Google in order to see your ad. For example, see how when we type "Radio ads Toronto" into Google, Kingstar Media's ad appears on the paid search results.
Keywords are put together by a digital media buyer, based on their extensive historic data of keyword research and experience with several product genres and their respective keywords. Keep in mind that multiple other factors affect whether or not your ad even gets served, regardless of keyword mention. One of the most important factors is budgeting, since AdWords (and even Facebook) operate on a bidding basis; you bid on keywords in order to get a chance for your ad to be served.
However, if another similar business has a higher bid, their ad would show up before yours on the search result, and yours can either show up second if you're the second highest bidder, third, etc. or it may not show at all! So, budget wisely and consult with a digital media buyer.
Display Ads are also contextual and some ads are placed on websites of similar genre, such as a car brand advertisement placed in a blog about cars. Google's display network also encompasses Gmail, Google Play apps and YouTube. Using the audience option, you can target your ads to a specific group of people, including remarketing, demographic-based targeting, and interest-based targeting. Google's targeting options are so specific and able to pinpoint really specific audience groups–for example, you could reach people based on interests by creating a custom affinity audience of people who, say, really like cars. Google would then look for people who have spent a certain amount of time on car dealership websites, blogs, or any other webpage online that has that content genre. When found, Google target them with ads from a car brand because it knows they are likely to respond.
You can choose to be shown on both the Search and Display Network, and manage campaigns for each network seamlessly through Google Adwords. AdWords also provides you with extensive tracking and analytics reporting on your campaigns that can show you how well your ads are doing with respect to your chosen campaign objective.
This kind of ad-space purchasing can be done outside of Google, through programmatic advertising, which is essentially a smart, digitized way of buying ad inventory on a site. Programmatic advertising allows advertisers to have access to a much larger ad inventory across the internet, and have their ads automatically placed throughout the web. However, programmatic advertising doesn't give you much leeway to choose the websites your ads will show up on, like you do with Google. For more on programmatic advertising, check out this article.
As your campaign is launched and running, platforms like Facebook Business, Google Analytics/AdWords, and programmatic advertising platforms such as AppNexus record hundreds of data points (such as clicks, impressions, conversions, etc.) as part of their reporting features. Media buyers use these data points to optimize your campaign as well as build comprehensive media reports that help you understand your campaign's performance. While this is beneficial, it can get a little overwhelming to switch from one platform to another and have to learn to decode each one in order to understand performance.
This is as hectic for media buyers as it is for clients. In addition, this mediated style of reporting lacks transparency, since clients are receiving information that could potentially be filtered and altered to appear more positive.
We at L49DIGITAL saw a need to solve this issue and developed a solution. There is a need to aggregate all the information and data from the different advertising platforms and house them in one single view. Our newly developed dashboard, Regulus One, does just that. It is an easily navigated platform that delivers a holistic view of your campaigns' TV and digital performance, giving you a seamless and thorough reporting experience. It pulls all your campaign data from each platform's API, which promises full transparency to you as a client.
That's all we can tell you about Regulus One for now! Don't miss next week's article to learn more about the platform and how you can benefit from it as an advertiser or a client. We hope this week's article provided insight into how TV and digital campaigns can go hand in hand to deliver the best results. Thanks for reading!