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PPC In 2009
PPC In 2009
PPC In 2009
PPC In 2009
PPC In 2009
PPC In 2009
PPC In 2009
PPC In 2009
PPC In 2009
PPC In 2009
PPC In 2009
PPC In 2009
PPC In 2009
PPC In 2009
PPC In 2009
PPC In 2009
PPC In 2009
PPC In 2009
PPC In 2009
PPC In 2009
PPC In 2009
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PPC In 2009

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A look at how we need to structure our online marketing in 2009 in the face of more complexity & competition.

A look at how we need to structure our online marketing in 2009 in the face of more complexity & competition.

Published in: Business, Technology, Design
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  • Transcript

    • 1. Maximising Your Returns From Search Marketing
    • 2. 2008 Trends <ul><li>Yahoo/Google/MSN trademarks </li></ul><ul><li>local search Display Advertising </li></ul><ul><li>mobile!? </li></ul><ul><li>social networks </li></ul><ul><li>Quality Score </li></ul><ul><li> myspace ads </li></ul><ul><li>facebook ads </li></ul><ul><li>RECESSION </li></ul>
    • 3. Statistics <ul><li>H1 2008 vs H1 2007 </li></ul><ul><li>21% - increase in Internet advertising spend* </li></ul><ul><li>28% - paid search spend up* </li></ul><ul><li>58.3% - paid search as a percentage of total online advertising* </li></ul><ul><li>29% of all search queries are 4-6 word phrases* </li></ul><ul><li>8 - Number of known elements in Google Quality Score </li></ul><ul><li>20,000 - Average number of keywords in a campaign**** </li></ul>*IAB **ComScore ***Nielsen ****periscopix
    • 4. Looking to 2009 <ul><li>More competition, higher quality </li></ul><ul><li>More distribution of traffic </li></ul><ul><li>Increased complexity </li></ul><ul><li>Tighter budgets </li></ul>
    • 5. What does this mean for the search marketer? <ul><li>“ More advertisers trying to reach a diminishing audience across multiple networks at a higher cost per click”. </li></ul>
    • 6. Q:How do we combat this? <ul><li>A: Increase Efficiency. </li></ul>
    • 7. Look after the basics: Keywords
    • 8. Look after the basics: Ad Copy <ul><li>Title message: </li></ul><ul><li>‘ free delivery’, ‘fast delivery’, ‘great value’, ‘quality’/luxury, ‘exclusivity’ ‘lowest prices’ </li></ul><ul><li>Include keywords in text: </li></ul><ul><li>‘ oak kitchen furniture’ </li></ul><ul><li>Inventory: are ads synchronised to pricing & availability? </li></ul><ul><li>Landing Pages: are these targeted? have you tested more than 1 ? </li></ul>
    • 9. Efficient Use of Budget <ul><li>Only Spend where & when it converts: </li></ul><ul><ul><li>Networks </li></ul></ul><ul><ul><ul><li>finding less competitive networks where cpc can be lower </li></ul></ul></ul><ul><ul><li>Time of Day </li></ul></ul>
    • 10. Efficient Use of Budget: Networks
    • 11. Efficient Use of Budget: Networks
    • 12. Efficient Use of Budget: Hourly Bidding
    • 13. Efficient Use of Budget : 24 Hour Visibility 23:00 Vs 19:00
    • 14. Justify Your Budget <ul><li>Conversion Tracking: </li></ul><ul><ul><li>What is my ROI? </li></ul></ul><ul><ul><li>What is my CPA? </li></ul></ul><ul><ul><li>How much revenue am I creating? </li></ul></ul>
    • 15. Web Analytics: Basics <ul><li>How many visitors have I had? </li></ul><ul><li>Where did they come from? </li></ul><ul><li>What did they do on my site? </li></ul><ul><li>Why and where did they leave? </li></ul>
    • 16. In Depth: Funnels
    • 17. In Depth: Ecommerce
    • 18. In Depth: AdWords Campaigns
    • 19. Dealing With Increased Complexity <ul><li>Set clear ROI/CPA targets </li></ul><ul><li>Central graphical analysis platform for all networks </li></ul><ul><li>Transparent bid management aids </li></ul>
    • 20. Recap: PPC in 2009 <ul><li>No sign of ‘major change’ in traffic sources </li></ul><ul><li>Seek opportunities beyond Google </li></ul><ul><li>Get the basics right to keep quality score high & prevent poor quality clicks </li></ul><ul><li>Budget & spend according to conversions </li></ul><ul><li>Know & be able to justify the value of your campaign </li></ul>
    • 21. For More Advice <ul><li>Come to stand 30 for a </li></ul><ul><li>chat with Ben or Marc </li></ul><ul><li>Or </li></ul><ul><li>www.periscopix.com </li></ul><ul><li>www.periscopix.blogspot.com </li></ul>

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