Pre-Click Digital Media Strategy

Pre-Click Digital Media Strategy
Elliott Wilkerson – Director of Digital Media Buying
January 28, 2016
We will discuss the tactics that are available within digital
media to help drive potential donors to your website.
Learn the basic terminology, how we approach each
tactic and how we evaluate performance
Digital capabilities
Service area
Capabilities
Service area
Capabilities
Digital strategy
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Planning
Analysis and reporting
Benchmarking and trending
Thought leadership
Innovation
Landing pages
•  Copy and design
•  Production, coding and
implementation
•  A/B optimization testing
Search
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Paid search
Google Grants management
SEO/SEO audits
Mobile
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Social media
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Banner ads (static & animated)
Ad serve
DSP
Affiliates: eMiles, MyPoints,
etc.
•  Platforms: Facebook, Twitter,
Pinterest, etc.
•  Content strategy
•  Touts, ads, etc.
Email
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Emails and e-newsletters
Copy and design
Production and deployment
Video
Appends
Mobile responsive design
eCommerce
catalogs
•  Strategy, copy and design
•  Production, coding and
implementation
•  Optimization
Website
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Audit
Build, design and development
Redesign
Optimization
Mobile responsive design
Video
•  Pre-roll and post-roll
•  Embedded/contextual
Display advertising • 
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Platform development
Responsive sites and emails
Optimization and maintenance
Innovation and app development
Russ Reid’s digital media strategy:
1) Identify the correct target audience groups (Planning)
2) Develop and test media and creative strategies focused on
converting and cultivating target audiences (Buying & Creative)
3) Evaluate performance through advanced tracking, reporting and
attribution models (Analysis)
Media planning and audience
identification process
Client
Specific
Historical
Results
Marketplace
Conditions /
Trends
Audience
Selection &
Segmentation
Media
Channel
Opportunity
With a short and long term view
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Media Buying Tactics & Terminology
Digital Marketing Technology
Terminology
A Marketing Technology Stack includes:
Web Analytics – (Google Analytics, Omniture, etc.)
DMS = Donor Management System (Ex: Raiser’s Edge)
CMS = Content Management System (Ex: WordPress)
CRM / ESP = Customer Relationship Management / Email
Service Provider (Ex: Exact Target)
DFA = DoubleClick for Advertisers (3rd Party Ad Server)
DSP = Demand Side Platform (Ex: DoubleClick Bid
Manager)
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Digital Conversion Funnel
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“The media buying process has completely outstripped
human capabilities. We’re using millions of fragmented
places and data sources . . . we’re literally talking
pedabytes of data.”
-Eric Bader, CMO, RadiumOne
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Russ Reid’s programmatic media solution
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Lookalike modeling
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Site retargeting
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Search retargeting
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IP address retargeting
IP addresses can be uploaded into the DSP and activated
for retargeting within a few minutes
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Offline to online match -
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offline data informs online targeting
Cross platform retargeting
Multiple touch points = increased awareness
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Facebook – direct ads (newsfeed) vs.
Facebook exchange ads (right-hand rail)
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YouTube – TrueView ads
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Paid search strategies
Protect the Brand
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Keyword themes & examples
•  For Missions, Russ Reid bids on the following types of
relevant keywords:
ü  Brand
ü  Services (feed the homeless, homeless shelter, etc.)
ü  Location (“City” rescue mission, “State” rescue mission, etc.)
ü  Donation (charities, non-profits)
ü  Hunger (feeding the hungry, hunger charity)
ü  Holiday (Easter, Thanksgiving, Christmas, and Year End)
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Prospecting, search funnel & account structure Automated bid tool
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Ad Copy
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High quality scores
•  Determine which ads are shown above organic results –
and can even cause an ad to jump above other ads with
lower quality scores
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Google for Nonprofits
•  Google Grants
•  Strategy
•  Limitations
•  YouTube for Nonprofits
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Creative strategy
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Reporting & Attribution
Donor Conversion Funnel
Unfortunately the donor-journey is not as linear as previously
understood, which creates questions around what and how to
value the multi/omni-channel journey.
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How Do We Measure Success Online?
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How Do We Measure Acquisition vs.
Cultivation?
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Match-back Studies
Direct Mail Match-backs:
•  Most accurate way of tracking offline to online influence (or vice
versa)
•  We have typically seen a 9%-15% lift in acquisition mail
response rates (revenue) for cultivation when including web
gifts
Broadcast Match-backs (DRTV and Radio:)
•  Utilize web analytics to measure gifts that have come in at
certain gift amounts, within a certain geography or time of day
•  Utilize any “Where did you hear of us” form fields
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Attribution Models
It will be essential to implement the proper web analytics, conduct
match back analysis as well as general donor file analysis to
come up with the correct multi-channel credit model
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