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Wake Up PPC is more than Search - Sri Sharma
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Wake Up PPC is more than Search - Sri Sharma

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  • Good afternoon everyone. So this afternoon Ian and myself would like to discuss some ways that PPC is more than Search. More than the straight forward place an ad on google.co.uk Wer're going to present a few new ideas and ways to approach search on google and beyond to drive conversions and roi and then take q&a.
  • We work as an affiliate and as an agency, been around for 6 years, picked up a few awards along the way and most Most importantly we love PPC.
  • 5 areas I would like to talk about today. Like to share my thoughts on how to get more from PPC than just search, than just google.co.uk Always with the aim of driving more conversions and roi
  • Situation YouTube gets more than 24hrs of video uploaded every minute. That’s a lot of activity. So a real opportunity beyond main stream Search for PPC. Complication Google allows display advertising but typically display is poor from a conversion perspective Question How can we use display advertising and bring relevancy to drive conversion? Answer Google allowed placement targeting on youtube to placement specific this summer. The ability to target specific video content enables a higher conversion rate and makes this a viable channel. Explain this with south island example. Match up a ppc adwords campaign to a media plan in youtube video targeting tool.
  • So for The Perfume Shop a client, we help them by promoting specific fragrance range e.g. ‘sarah jessica parker’ to specific events in the market ‘launch of sex in the city 2’ Here we are creating inventory to show ads on these video placements bringing specific videos together with specific ads – 1 to 1 relationship – highly targeted and relevant
  • Saw costs lower than on other google display network – explain how google content network now rebranded Across our client base we are seeing significant conversions particularly on a view through conversion basis.
  • Commencing youtube activity, we saw search network impressions rising from nothing. So youtube incremental sales Brand saliency and more sales in the search network
  • Placement target video search – for your publishing website/client promotion… Social media buzz created – events/launches
  • Situation So still topic is PPC is more than Search but that said there is a lot more happening in google.co.uk - whole bunch of Google features extensions – sitelinks, prod extensions, phone extensions, google places, star ratings, These can help you get more CTR and more conv rate before looking for new avenues. Complication So many different ideas and things to test and we are all short of time Question Do we know what works well for which situation Answer I would like to discuss some findings we have seen on what works best for which situations But first lets run through a few examples – sitelinks, prod extensions, star ratings Sitelinks – brand can do and so can affiliate, it shows on ? Positions on the screen
  • Prod extensions – based on providing prod feed to Google and providing listings for their shopping prod search engine This can apply to pos 1 and pos 5 on the page and not specific to one brand only the brand/advertiser selling the goods can have these, not affiliates
  • Star ratings – only show for brand/advertiser if they have provided their prod feed to Google
  • So we have different extension to choose from but which is most effective and in what situation? Our research shows…
  • Situation Still on the topic of trying to get more from PPC beyond Google.co.uk. Facebook is an obvious one Complication Facebook isnt typically near the end of the sales funnel It’s tough to make facebook work on volume on a CPA – a lot of granularity – targeting demographic by age bracket and by gender and interest Question How can you be inventive to still get value out of PPC spent on Facebook? Answer Would like to share with you how we tried to do this. We run publishing sites like pc-site.co.uk We create applications in facebook where we collect user information on lead generation basis via a facebook adverts and heavy targeting. Here is an example where they could win a prize. Collecting this email data they are added to our database for email marketing. There is technology behind it, collecting email addresses, sending it to clients, all automated. We can do this for ourselves and merchants also.
  • My suggestions for Facebook
  • Situation Again another way to step out of mainstream ppc through search on google.co.uk is mobile. There's al lot of talk about mobile search. We know that mobile search counts for 2.87% of all searches. And google investing heavily with rev generated at 450m this year. there's also really interesting trend data that shows that mobile isnt cannabalizing desktop search - mobile traffic peaks in the night and weekend while desktop in the morning. complication But limited affiliate based opportunities in the space currently question but the quesion is what are the mobile opportunities out there in affiliate Answer Like to share with you my thoughts on a couple of ideas promote them through mobile. a recent example is ...
  • one example is click to call - paying for each click of a telephone number on google. there an aff network will track the number for a call length and it counts as a lead. We do this with success. some aff opps but merchants and aff networks need to bring out more.
  • the other is that merchants are also bringing mobile transactionable websites so as affs we can
  • Situation In finding opportunities beyond google.co.uk or on google.co.uk it’s important to step back and look at the bigger picture – understand the customer behaviour Complication What should we be looking at/for Question What is your consumer behaviour and how can it be used to drive more sales – in the run up to xmas Answer One way to look at this is to see last years trends. what we see is: Some of it quite obvious, consumers follow when they are paid, cyber Monday, busy december. But also, need to be ready from mid november and this year will vat increase push things back even earlier?

Transcript

  • 1. PPC is more than Search Sri Sharma, Managing Director October 2010
  • 2. Introducing Net Media Planet
    • Operate across 29 markets and 22 languages
    • Over £80 million in client revenue annually
    • Passionate about PPC
    We are an award winning paid search marketing agency operating on a performance basis
  • 3.
    • Conversions from display: YouTube
    • Use existing features more effectively
    • Be creative in your use of Social Media
    • Create conversion opportunities from Mobile
    • Understand customer behaviour
    1. 2. 3. Agenda 4. 5.
  • 4. Conversions from Display: YouTube 1.
  • 5. Targeting: Sex and the City
  • 6.  
  • 7. An increase in awareness and conversions Search Network clicks & impressions You Tube clicks & impressions
  • 8.
    • Placement targeted video search
      • Target your products on a granular level
      • Take advantage of social media buzz
    Consider ...
  • 9. Use existing features more effectively 2.
  • 10.  
  • 11.  
  • 12.
    • Brand Terms e.g. ‘acer’ -> Sitelinks
    • Product terms e.g. ‘acer inspire’ -> Product extensions
    • Generic terms e.g. ‘compare laptops’ -> Sitelinks
    Consider ...
  • 13. Be creative in your use of Social Media 3.
  • 14.
    • Test targeted lead generation
    • Be granular in your approach
    • Target demographic niches or markets where CPCs are still low
    Consider ...
  • 15. Create conversion opportunities from Mobile 4.
  • 16. Click to Call affiliate opportunities
  • 17.
    • Click to call lead generation opportunities
    • More brands are mobile transacting, means more affiliate opportunities
    Consider ...
  • 18. Daily Sales at Christmas 2009 Understand customer behaviour November Payday (25 th - 27 th ) Cyber Monday (7 th December) Last delivery date (18 th - 22 nd December) Christmas Day Post Christmas Sales (Boxing Day) Source: Net Media Planet (Retail Vertical) 5.
  • 19.
    • Analyse your trends for Christmas 2009
    • Use your merchant research to understand what is hot for Christmas 2010 e.g. increase in product reviews, reviews read, social media buzz
    • Focus your budget on peak times/geographic areas
    Consider ...
  • 20.
    • Make the most of existing search engine features
    • Understand customer behaviour
    • Be creative in the use of new channels
    Top 3 Takeaways ...
  • 21. Thank you Do you have any questions? Sri Sharma Managing Director E. [email_address] T. +44 (0) 203 008 8321 @srisharma www.netmediaplanet.com