SES Toronto, Pre-Show Interview with Michael O’Sullivan

The organizers of the upcoming Search Engine Strategies (SES) Toronto show reached out to BizLaunch to ask if we would interview one of the speakers of this years show. BizLaunch got the chance to talk to Michael O’Sullivan, Ad Platforms and Strategy Lead, Microsoft Canada, about the ad products/services available to small business.

1. How does Microsoft Direct Response work for small business?

Microsoft Advertising improves SMB advertisers’ return on their investment by providing control and flexibility over their campaigns, and in-depth knowledge about their ideal target audiences. We respond to advertisers’ changing needs and serve as an effective marketing platform for small and midsized businesses equally well.

The Microsoft Media Network provides a dedicated account manager, that will work with a small business owner to get their creative assets (banners) live on the Microsoft Media Network. The Account Manager will also advise on what the best possible digital marketing strategy is, depending on the customer or offer. They’ll be offer multiple suggestions – whether it’s CPC / CPA or targeted offerings, based on what your unique goals are. If you are looking for a niche audience, we can help you find that. If you are looking to just pay for sales, we can absolutely make that happen as well. We like to think of Microsoft and the Account Manager as a consultant on your business – trying to identify what will resonate with your audience, and what aligns to your particular marketing needs.

2. Can small businesses, especially in Canada, benefit from such a service?

The Microsoft Media Network is great for small businesses, because their budgets are smaller, and small business owners only pay for performance, whether that is leads or sales – and the small business owner still reaps the benefits that accompany a rich display ad. Search is great for driving performance and volume, but the Microsoft Media Network provides both of these benefits, with the addition of a rich branding experience. Also, the ability to pick up the phone and speak to a dedicated online expert (the account manager) is of great benefit to our customers. It’s like having a digital media expert on retainer, for free, for your small business.

3. Can you showcase 1-2 small business success stories of those who have used this product for their business?

We have a number of great success stories but one in particular that stands out is involving a large computer retailer, who traditionally advertised a lot of their products through direct mail campaigns. This customer was looking to boost traffic to their website, increase their awareness, and drive additional sales. Using a variety of CPC and CPA buys, we were be able to build a marketing campaign that allowed the computer retailer to increase sales, and to increase them while having a higher ROAS (return on ad spend) then they ever did from a direct mail perspective.

Michael will be speaking at SES Toronto about Search & Display – Driving Customers Through the Purchase Funnel & Dispelling the Myths of Display: Looking for a more effective way of driving online sales with your current Search or Display campaign? Think that display has no place in your performance buy? This session covers why you should be executing both simultaneously to drive potential customers through the purchase funnel. Also, Understanding the value of performance display, and the role it plays alongside your search buy is key to growing your digital marketing spend. If you still think display is expensive, complicated, ineffective, this is the seminar for you.

SES Toronto begs to answer the ultimate question Your customers are Online – can they find your Website?