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Enterprise PPC: What's Working & What's Not by Matthew Mierzejewski
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Enterprise PPC: What's Working & What's Not by Matthew Mierzejewski

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From SMX East 2013 / SearchMarketingExpo.com - Maximizing Enterprise PPC - What's Working, What's not by @mskimatt - #SMX #32D

Slide deck from Matthew Mierzejewski of RKG's presentation on what's general working and what's not in Enterprise PPC; learn how to cut through the communication layers and attribution models in this presentation.

Published in: Business, Technology, Design

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  • 1. ENTERPRISE PPC: WHAT’S WORKING, WHAT’S NOT… # Matthew Mierzejewski RKG @mskimatt #SMX #32D October 3, 2013 #
  • 2. PAID SEARCH SEARCH ENGINE OPTIMIZATION COMPARISON SHOPPING ENGINES DISPLAY ADVERTISING SOCIAL MEDIA BLUEPRINT™ SEARCH ANALYTICS
  • 3. • What’s Generally Working/ Not Working • Communication Layers Enterprise SEM AGENDA
  • 4. • What’s Generally Working/ Not Working • Communication Layers Enterprise SEM AGENDA
  • 5. There is Generally an Appetite for… Understanding the Full Value of Search Cross-Device Conversions Search Investment $ Direct Response Micro- Conversions Full Value of Paid Search Margin New Customers
  • 6. There is Generally NOT an Appetite for… A Single Attribution Model CSE Touch •35 Days Ago PPC Non- Brand •24 Days Ago Email •10 Days Ago Email •3 Days Ago Brand Organic •1 Day Ago Direct Load ORDER
  • 7. There is Generally an Appetite for… Defining the Incrementality of Search Incremental calculations Incr. Cost Est. Orders Est. CPO $350 $310 $300 $269 $226 $190 - Incr. Clicks 36 48 53 62 65 71 - 9.32 8.78 8.06 7.26 6.33 5.36 - $221 $195 $174 $151 $131 $113 -
  • 8. Modified Ad Budgets within Fiscal Period There is Generally NOT an Appetite for…
  • 9. There is Generally an Appetite for… Understanding the True Value of View-Through Conversions 8,000 View Through Conversions (VTC) 1,212 Last “Touch” VTC 738 Same-Day, Last “Touch” VTC 110 Same-Hour, Last “Touch” VTC Conservative View-Through Credit 1.4% DR Focused View-Through Credit 9.2%
  • 10. Competitive Benchmarking Leverage Google Auction Insights Data
  • 11. • What’s Generally Working/ Not Working • Communication Layers Enterprise SEM AGENDA
  • 12. Communication – Various Layers Needed Core Client Teams •Tactical, Project Focused, Execution, Analysis •Calls, Weekly + In Person, Semi-Annually 1 Client Director/Lead •Cross-Channel Vision and Coordination •Calls, Monthly + In Person, Quarterly/ As Needed 2 Client Partner/ Sponsor •Strategy, Vertical and Agency Benchmarking/ Competitive Analysis •Calls, 60-Day + In Person, Annually/ As Needed 3
  • 13. Communication – Don’t Mix Layers Know Your Audience • Don’t mix Strategic and Tactical discussions • Bring matching titles (power) to the table • Make the most of senior client meeting involvement
  • 14. Communication – Follow Up and Follow Through Post Client Visit Documentation Matters • Attendees • Purpose Defined • Deliverables • Important non-deliverables recorded • Additional Service Interest • Shared documentation
  • 15. Thanks! Matthew Mierzejewski matthew@rimmkaufman.com @mskimatt
  • 16. http://www.slideshare.net/SearchMarketingExpo # see more presentations at: #