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OgilvyOne Eighth Week
WEEK 8:
DATE: 30/6/08-4/07/08
Monday – I trained with the ad words learning center and with some of the NeoOgilvy team. I learned about how there are different campaign levels and also how keyword selection also broken down into ad groups.
There are also ways of adding negative keywords to your campaign and adgroups. When you add a negative campaign you are limiting the amount of people who are going to see your add. This may sound like a stupid thing to do! But it is a very clever way of attracting only those who are more likely to buy your product. If you have very broad keywords set up you are likely to get a load of traffic to your site only to have them leave when they realize this isn’t what they were looking for. A good example of this would be for a wedding singer/music band. This band may want to eliminate such key words as diamond or gold (as they might appear in a search query as gold wedding band etc.) Appearing to these people is not relevant to their search query and depending on how you have your campaign set up, this could cost you money.
If you have a pay per click campaign set up then the person would be highly unlikely to click through on your add. However this is not always the case and they might click through and are less like to convert than someone searching specifically for a band. You may have your campaign set up so you pay for the number of impressions your ad gets. This simply means how many times your ads are served their loaded browser. With the wrong keywords you could easily eat up your budget on a highly trafficked broad keyword that is not specifically relevant to your business. This method is also referred to as CPM campaigns with CPM standing for cost per thousand impressions. Another way Google will do ad words campaign is on a conversion basis. This method is where you only have to pay for your ads if the person clicks through and actually purchases something from your site. Google then receives a percentage of the revenue your business gains.
Tuesday – I worked on more ad words stuff for Abbott diabetes care. I refined the list of keywords and keep splitting them up into smaller and smaller ad groups.
With a £13k budget Sophie told me that I will probably just have 3 separate campaigns with about 20 ad groups and within each ad group there are about 10-15 different keywords to be purchased. When you set up campaigns this way it is much easier to see which ad groups and specific keywords are performing well and with ones to cut from the budget.
I think this is the cool thing about Google adwords because you can optimize your campaigns on the fly and make sure you are getting the best bang for your buck. Also with the platform it is backed with tons of analytics to show the client specific ROIs on any given campaign, ad group, or keyword. This is something that is becoming increasingly common in today digital landscape.
Wednesday – I was working with the BT email team again back at my old desk. We have been given a brief on finding the reasons why BT Tradespaces emails are not being as effective as possible. The deliverability audit is going to be pitched to the Tradespace team in the coming week.
My job on the project is to go through the BT Tradespace site and record the different user journeys that a user could experience. I also collected as many emails as I could squeeze out of the site so we could later score them against emailing best practice.
I also was given access to a new program… This is something you will want to look into if you already haven’t. The program is called SnagIt. It is a program that can be used to capture quick screenshots with the touch of a button. Now the cool thing about this program is that once you have captured the item, the SnagIt editor automatically brings it up and you can fully edit it there with a wide variety of tools. Once you have edited/cropped/added shapes/text…etc , there is a easy to use output button. With one click of the output button you can send it directly into a Microsoft office document (or any program of your choosing), without having to save it and then go into powerpoint and insert an image and find the image…. You get the point. This program blew my mind and it makes working and creating documents much more efficient and looks much more professional than ever before. The program costs 50$ but is totally worth it if you regularly make presentations. Ok enough of my commercial for SnagIt… it is so cool though.
Thursday – Half of the day I worked on the Abbott PPC campaign and the other half I was doing the email deliverability audit.
For the Audit I was given best practice scorecard to rate the individual emails. Some of the emails were just utter crap and I can’t believe they are sending such things. It is important (and best practice) for the Email sender name to match that of the subject line. Otherwise the person could easily overlook it and say who is (for example) ‘Admin’? In this day and age of email overload there is no room for error when sending out emails. From the two email marketing conferences I have attended, I heard multiple times that about 26% of email users use the spam button as a means of unsubscribing from lists. This is a huge concern for this specific audit.
Another red flag I noticed was that none of their automated emails had any unsubscribe mechanism. Hmmm this would lead me to hit the spam button if I was any normal consumer. When registering for their site there is also no preference center to specify what time of emails you would like to receive about the product and also how often you would like to receive their emails. This is important to give the consumer a more personalized relevant experience with your brand. There is also a law in the UK (not sure if it is in America) that requires all businesses to supply their registered business number and their address at the bottom of emails. This is also not in any of their emails. This is less of a deliverability issue as it is a legal one!
Friday – We went over the deck that we are to present for the deliverablity audit on Tuesday and refined it a little bit. We went through:
The audit outline (courtesy of Tom Duckham) includes looking at:
• All outbound emails (including those sent on registration).
• Data processes (list hygiene, complaints and unsubscribe practices)
• Technical set up (as it relates to email deliverability and authentication)
• Cross platform analysis (are the emails all cross platform compatible?).
The audit will cover the 10 best practice steps.
• Set and Manage Expectations
• Confirmation Email
• From and Subject Line Branding
• Ensure Relevancy
• Ensure Readability
• Easy Unsubscribe
• Ensure Data is Fresh
• Monitor and Track All Complaints
• Dedicated IP, Sub-domain, and Authentication
• Seed Major ISPs
For each of the 10 areas we would provide
• Assessment of the current situation.
• How the current set up compares to best practice.
• Recommendation of what should be done.
• An estimate for what we’d need to do to implement or supervise implementation of the recommendations.
Because each of the 10 sections had four different parts to it this all took a couple of hours. We ran through it piece by piece, where we each put in our two cents about what should be done.
If applicable to your workplace, have you had the opportunity to visit or learn about other departments/areas in your company/organization? Did you have the chance to work in some capacity in that area? If so, what did you do and what did you learn as a result?
I am now working with the Email Marketing team of BT and also with the NeoOgilvy media buying/planning team. I have also had numerous interviews with the different heads of the different departments
Back to Week 7
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