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.

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  • PPC In 2009

    1. 1. Maximising Your Returns From Search Marketing
    2. 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. 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. 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. 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. 6. Q:How do we combat this? <ul><li>A: Increase Efficiency. </li></ul>
    7. 7. Look after the basics: Keywords
    8. 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. 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. 10. Efficient Use of Budget: Networks
    11. 11. Efficient Use of Budget: Networks
    12. 12. Efficient Use of Budget: Hourly Bidding
    13. 13. Efficient Use of Budget : 24 Hour Visibility 23:00 Vs 19:00
    14. 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. 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. 16. In Depth: Funnels
    17. 17. In Depth: Ecommerce
    18. 18. In Depth: AdWords Campaigns
    19. 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. 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. 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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