Tactical use of pay per click advertising (PPC) from Slumdog Millionaire to the travel downturn Presented by Nick Beck, Managing Director Ad:tech September 23 rd 2009

2 Networks for Displaying PPC Ads The Search Network The Content Network The Google content network comprises hundreds of thousands of high-quality websites, news pages and blogs that partner with Google to display targeted PPC ads. Serve ads on Relevant sites. Choose by theme, or specific sites.

Formats: more than just text ads Standard Banners on Content Network Standard text Ads on Search Network Standard text Ads on Content Network Local Business ad on Google Maps Mobile text Ads Click to play video Ads On Content Network

Ways you can use PPC tactically Turn on & off to meet supply & demand Day part to fill capacity Create short awareness bursts Take advantage of business opportunities Advertise time sensitive deals Take advantage of great PR Test messaging Test new products Take advantage of PPC’s immediacy and the ability to optimise campaigns in near real time

Turn on & off to meet supply & demand

Day part to fill capacity

Create short awareness bursts

Take advantage of business opportunities

Advertise time sensitive deals

Take advantage of great PR

Test messaging

Test new products

Take advantage of unexpected PR

Key outtakes for using PR Use good PR in the ad copy Bid on relevant keywords Optimise keywords hourly/daily Drive on site to story and/or product React immediately - PR burst is short lived

Use good PR in the ad copy

Bid on relevant keywords

Optimise keywords hourly/daily

Drive on site to story and/or product

React immediately - PR burst is short lived

Take advantage of an unexpected opportunity Travel City was the largest UK Florida package tour operator. It went bust when parent company XL filed for bankruptcy 13/09/08. Ocean Florida wanted to garner a big chunk of re-bookings for 2008 and 2009.

Take advantage of an unexpected opportunity Aggressive Tactical Advertising We created eye-catching PPC ads for Travel City- related searches and launched them the morning the story hit the press. Landing page for Travel City's former customers We helped them to build a page that explained consumer rights and offered helpful advice. The re-booking messaging promised to match or beat the cost of the original booking.

Take advantage of an unexpected opportunity Outtakes First to market when the story breaks reaps rewards CPC can increase quickly Analyse results & profits and agree CPA on the fly Be prepared to increase budgets and bids Results In the first day of the campaign, Ocean Florida took a full month's revenue They built a database of new happy customers The customer-friendly landing page converted more than 50% of enquiries into sales in the first 72 hours after the XL bankruptcy news broke. Overall, the PPC campaign resulted in a click-through rate of more than 20% and an ROI of 1,100% .

Outtakes

First to market when the story breaks reaps rewards

CPC can increase quickly

Analyse results & profits and agree CPA on the fly

Be prepared to increase budgets and bids

React to news & bring a new product to market

Key outtakes from MJ campaign Speed to market is important Broad terms were a waste of money Specific MJ t-shirt keywords only CPCs high at first but optimised down Sales increased as range breadth increased

Speed to market is important

Broad terms were a waste of money

Specific MJ t-shirt keywords only

CPCs high at first but optimised down

Sales increased as range breadth increased

A short burst of Awareness support Path e had developed a suite of online marketing collateral, including a viral , a widget and a trailer-focused microsite to support the opening of Slumdog Millionaire. The objective was to use online marketing to build awareness while also targeting niche audiences, such as Bollywood movie-goers and Danny Boyle fans. To make this happen, Path e had to find a cost-effective way to gain an online share of voice in the competitive January release season as well as create engagement and drive traffic to their online assets.

Path e had developed a suite of online marketing collateral, including a viral , a widget and a trailer-focused microsite to support the opening of Slumdog Millionaire.

The objective was to use online marketing to build awareness while also targeting niche audiences, such as Bollywood movie-goers and Danny Boyle fans.

To make this happen, Path e had to find a cost-effective way to gain an online share of voice in the competitive January release season as well as create engagement and drive traffic to their online assets.

Developed a PPC campaign on Google.co.uk, targeting relevant searchers, and tested and improved ad copy weekly, adding B a fta Award and B o x office hit messaging when appropriate. Launched targeted banners across the Google content network to build awareness (F r ee eyeballs) and worked with Google to create click-to-play trailer ads. Path e only paid when the surfer clicked through to the microsite. Banner and trailer views were free. We also put in place a tactical SEO programme focused on the film title to ensure top positioning for the difficult-to-index Flash microsite A short burst of Awareness support

Developed a PPC campaign on Google.co.uk, targeting relevant searchers, and tested and improved ad copy weekly, adding B a fta Award and B o x office hit messaging when appropriate.

Launched targeted banners across the Google content network to build awareness (F r ee eyeballs) and worked with Google to create click-to-play trailer ads.

Path e only paid when the surfer clicked through to the microsite. Banner and trailer views were free.

We also put in place a tactical SEO programme focused on the film title to ensure top positioning for the difficult-to-index Flash microsite

Results PPC drove more than 75,000 new visitors to the official site Over 73,000 people watched the click to play video trailer . More than 21 million ad impressions were served and viewed by targeted audiences. These terrific results cost just £ 1 3K over five weeks. The film went on to smash UK box office records and win seven Baftas and eight Oscars. Key Outtakes Small budgets can still drive awareness & engagement Targeting by interest can maximize budgets Innovative content ad formats are effective A short burst of Awareness support

Results

PPC drove more than 75,000 new visitors to the official site

Over 73,000 people watched the click to play video trailer .

More than 21 million ad impressions were served and viewed by targeted audiences.

These terrific results cost just £ 1 3K over five weeks.

The film went on to smash UK box office records and win seven Baftas and eight Oscars.

Key Outtakes

Small budgets can still drive awareness & engagement

Targeting by interest can maximize budgets

Innovative content ad formats are effective

Work with your agency on a tactical campaign Agree your objectives Investigate cost per click averages Create loose cost per acquisition target Prepare keyword list - Broad & Longtail Create & test ads with different benefits Target your audience Manage daily budget at campaign level Launch and manage closely Optimise hourly/daily - prune keywords Learn & react quickly A tactical PPC campaign can be prepared & launched in a few hours

Agree your objectives

Investigate cost per click averages

Create loose cost per acquisition target

Prepare keyword list - Broad & Longtail

Create & test ads with different benefits

Target your audience

Manage daily budget at campaign level

Launch and manage closely

Optimise hourly/daily - prune keywords

Learn & react quickly

Tug Details Nick Beck Managing Director Tug 61 Charlotte Road Shoreditch, London EC2A 3QT T 0207 0336930 E [email_address]