ROI Focused Advertising

ROI Focused Advertising
1
Who is This Guy – Chris Wright?
Clapper Publishing LLC
– publishers of Crafts ‘n Things, The Cross Stitcher, Painting, Pack-O-Fun, and Bridal Crafts.
> Direct Mail / Print Buyer
> Advertising Sales
> Events & Seminars
Ampere Media LLC
- publisher of online content focusing on craft, health, recipes, free stuff
> Vice President of Business Development for affiliate network – SilveriNet
Prime Publishing LLC
– publisher of craft & recipe content
- 27 websites with 59 million page views in December
- 5.2 million subscribers to our online ezines & newsletters
> Director of Sales & Marketing
2
Who’s the other Guy - Stuart Hochwert
•
President and Founder of Prime Publishing LLC
– Company launched in 2009
– Hochwert’s fourth start-up
•
Awards
– 2012 Mequoda Rocket Award – Fastest Growing Publishing
Company
– 2004 Deloitte & Touche - Technology Fast 50 Rising Star
– 2003 Direct Marketing Association - Marketing & Technology
Internet Council first annual - Award of Excellence
– 2002 ClickZ - Best Email Community
• http://www.linkedin.com/in/stuarthochwert
0
About Prime Publishing
• Leading internet media company
• Operates a network of websites, communities,
and e-mail newsletters
• Focus on crafting and cooking
Monthly Visits in First Year of FaveCrafts
Total Monthly Visits to FaveCrafts
1
About Prime Publishing
2
About Prime Publishing
2
OVERVIEW
Compare the value of:
1. Print Magazines
2. Digital (sites, newsletters, blogs)
3. Local Digital (Google, Patch, Craigslist)
Find Useful 3rd party verification sites to compare value.
Determine which results give the “biggest bang for your buck.”
Learn how to push for value added media.
Bonus:
The Top 5 Best Practices for design elements to include in your ads.
7
ROI
8
What is ROI?
ROI - Return On Investment
❏
❏
❏
❏
❏
❏
Clicks
Likes / Pins / Tweets
Traffic to site / store
Contest Entries
New Data / House File
Direct Sales
9
Magazines
The traditional option for brands to reach
consumers.
No longer the sole option.
10
Magazine Circulation
The Alliance of Audited Media reports that total paid and
verified subscriptions declined by 1 percent in the first half of
2013 and newsstand sales dropped by 10 percent - similar to
the trends AAM saw last year.
11
Newsstand Sales Decline – Part II
12
“The Times They Are a-Changin’”
A former Crafts circulation director told CLN, "I remember that
we had reporting periods over 500,000. Both Crafts and Crafts
and Things had huge circulations in the mid-late 1980's. I
remember November [Christmas] issues that had single copy
sales of 250,000. We were really printing cash in those days.
We had page counts over 200 pages because we had so many
ads."
13
Looking Beyond The Media Kit
14
3rd Party Verification - Magazines
Verification - Sites like Echo-Media.com
➢ http://www.echo-media.com/mediaDetail.php?ID=10012
15
3rd Party Verification - Magazines
Verification - Sites like
AuditedMedia.com
16
Know What You Are Buying
1.
2.
3.
Compare apples to apples.
Breakdown cost to cpm
The Statement of Ownership.
17
Cost Of Media
Cost
Circulation
CPM
946
125,000
$ 7.60
1/2 Page Ad $ 1,820
125,000
$14.56
Full Page Ad $ 3,500
125,000
$24.00
1/4 Page Ad $
18
Tracking: Income – Cost = Net
Cost of
Media
Cost of
Creative
Total
Spend
# of
Orders
$1,820
$200
$2,020
300
Gross
- COGS Spend Net
$ 9,000 $4,500 $2,020 $2,480
Other Factors
– Lifetime Value of Customer
– Data Income
19
Statement of Ownership
•
Usually found in the first issue of the year
20
Statement of Ownership – Example
A Craft Magazine
Winter, 2014
90,215 90,137
960
19,090 17,195
0
169
42,279 40,380
0
47,937 49,757
22,229 23,016
0
90,215 90,137
0
41,319 40,211
152
158
0
0
0
0
808
11
98%
Spring, 2014
21
100%
Rise of Digital Media
AAM reports that digital editions continue to be a growing
portion of magazines, nearly doubling year-over-year.
For the first half of 2013, there were over 10 million digital
replacements(paid, and unpaid).
22
Digital - The New Media
Sites, eZines & eNewsletters
23
Digital - Sites
24
Digital Verification – Compete.com
25
Digital Verification - Compete.com
Compete.com’s search
results for FaveCrafts
26
Digital Verification - Google
Googles’ results for FaveCrafts
27
Differences in Traffic
Unique Visitors
Compete: 1,214,121
Google: 1,374,843
Differences in comparisons are due to each have their own
ways of finding this information.
28
Terms
Unique Visitor: The number of unduplicated (counted only once) visitors to a
website over the course of a specified time period.
Visitors: The number of unique and duplicated visitors to a website over the course
of a specified time period.
Page Views: The total number of pages viewed. Repeated views of a single page are
counted.
29
Quality - Privacy Policy
Tell the readers who we are, how to contact us, and what you do with their information.
30
Quality - Terms of Service
31
Quality - Contact Us
32
Quality - Linked Sites
How many sites link to the site?
Sourece: Alexa.com
33
Quality - eNewsletters & eZines
Review, look for well written, depth
Frequency, mix of ads vs content
CAN SPAM Compliance, unsub link
34
eMail Blast Solos & eZine Ads
Vet for:
• Delivery Rate
• Opens
• Click-through
Break down to CPC.
35
Cost Breakdown: Digital Media
CPM
$6.15
Circulation Spend Clicks
318,900
$1,963 16,310
CPC
$.12
Cost of
Media
Cost of
Creative
Total
Spend
# of
Orders
Gross
- COGS - Spend
$1,913
$50
$1,963
300
$9,000
$4,500 $1,963 $2,537
36
Net
ROI Best Practice: Data Acquisition
Upon entering the site, new visitors
are shown a drop-down to sign
up for our free newsletter.
Give the consumer an offer and
highlight the selling points.
•
•
•
•
Free Projects, Tips & Ideas
Free Newsletters
Exclusive Partner Offers
and Much More! . . .
37
ROI Best Practice: Facebook Brand Page
38
ROI Best Practice: Home Page Navigation
• Clear login area
• Feature your “offer”
• Links to categories
• Quality content
• Collect eMail
• Push offers
39
ROI Best Practice: New Content
New Projects
New Products
New Ideas
New Tips
New Sales
Weekly
New projects weekly
40
ROI Best Practice: eBooks
Idea! Ask your
customers to
submit projects!
41
ROI Best Practice: eBook Creation
• Word Files and PDFs
• iBooks Author
• Adobe inDesign
• Calibre
42
Google / Patch.com
43
Google AdWords – 1
Your Target: Women, Over 25, Crochet, Anaheim CA metro area
1. Open a Google AdWords account
2. Create a new Campaign
44
Google AdWords - 2
3. Choose a Display Network Only Campaign
4. Choose Your Preferred Location(s)
45
Google AdWords – 3
5. Choose each method of targeting to use.
In this case: Age, Topics, & Gender
46
Google AdWords – 4
6. Lastly Upload an Image Ad
Or Write a Text Ad
47
Patch.com
Owned by a small company that goes by the name AOL.
48
craigslist
49
craigslist
Promote a sale
or an event
50
craigslist
51
Ask for Added Value
If I do “X”, what else do I get?
+
+
+
+
+
+
Retail listing?
Classified ad?
Profile?
Blog feature?
Editorial?
????
52
Leisure Arts
53
Added Value - PS
Bonus #1
54
Added Value - Review
Bonus #2
55
Design Elements for a Good Ad
56
First Some Bad Ads
57
Very Bad
58
Badder Bad
59
What Makes A Good Ad?
•
Who
•
“Click Here”
•
Where
•
Stranger review
•
URL, phone #
•
Missouri
•
Offer
•
Data capture
•
WIIFM
•
Tick tock
60
THANKS FOR YOUR TIME
61