How search fits in with the paid online media mix : Association of Advertisers in Ireland toolkit seminar
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How search fits in with the paid online media mix : Association of Advertisers in Ireland toolkit seminar

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iProspect Ireland's MD Julian Lynch spoke at a toolkit seminar on the latest thinking about digital search hosted by the Association of Advertisers on October 22nd 2013. Julian spoke about how search ...

iProspect Ireland's MD Julian Lynch spoke at a toolkit seminar on the latest thinking about digital search hosted by the Association of Advertisers on October 22nd 2013. Julian spoke about how search fits in with the paid online media mix.

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  • great presentation Julian. Thanks for the plug for AdSure!
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How search fits in with the paid online media mix : Association of Advertisers in Ireland toolkit seminar How search fits in with the paid online media mix : Association of Advertisers in Ireland toolkit seminar Presentation Transcript

  • Why only going down the search road may not deliver maximum business value
  • 1 Measures of Success and KPIs 2 Maximising Paid Search 3 Real Time Bidding 4 Measuring and Optimising the User Journey 5 Final Thoughts
  • HOW DO WE DEFINE BUSINESS VALUE IN OUR CAMPAIGNS? ROAS ROI Net Margin CPA CPL CPS
  • MOST COMMON CAMPAIGN OBJECTIVES Copyright © 2013, iProspect, Inc. All rights reserved.
  • WE NEED DIFFERENT KPIS FOR DIFFERENT OBJECTIVES Copyright © 2013, iProspect, Inc. All rights reserved.
  • Copyright © 2013, iProspect, Inc. All rights reserved.
  • THIS LITTLE FORMULA CAN HELP Copyright © 2013, iProspect, Inc. All rights reserved.
  • SEARCH IS THE “LINKER” THAT UNLOCKS OTHER MEDIA TOUCHPOINTS Copyright © 2013, iProspect, Inc. All rights reserved.
  • CHALLENGES WITH PAID SEARCH Can be very expensive Can be saturated Lots of established advertisers Well know brands can have it easier Copyright © 2013, iProspect, Inc. All rights reserved.
  • STRONG BRAND ASSOCIATION MAKES A BIG DIFFERENCE Copyright © 2013, iProspect, Inc. All rights reserved.
  • MAKE SURE YOUR PPC FOCUSES ON ROI COMPETITORS VOLUME PPC COST SEO DIFFICULTY CONVERSION PROFIT ROI Copyright © 2013, iProspect, Inc. All rights reserved.
  • FOLLOW THE 6 PILLARS Copyright © 2013, iProspect, Inc. All rights reserved.
  • REAL TIME BIDDING CAN BE AS COST EFFECTIVE AS PPC Publisher Retargeting 15-24 Publisher Contextual Enthusiast DYNAMIC PRICING Copyright © 2013, iProspect, Inc. All rights reserved. Publisher
  • CAN REACH 99% OF THE INTERNET AUDIENCE THIS WAY Copyright © 2013, iProspect, Inc. All rights reserved.
  • WE NEED TO MEASURE ALL TOUCHPOINTS IN THE JOURNEY FIRST TOUCH 2ND TOUCH 3RD TOUCH LAST TOUCH PPC SOCIAL DISPLAY SEO AFFILIATE Copyright © 2013, iProspect, Inc. All rights reserved. ACTION
  • LAST INTERACTION MODEL CAN UNDERVALUE DISPLAY Last interaction Linear
  • DISPLAY OFTEN ASSISTS IN MORE CONVERSIONS THAN PPC Site Assisted Conversions
  • THESE INSIGHTS ALLOW US TO DEFINE DIFFERENT ROLES FOR DIFFERENT INTERACTIONS AND SET DIFFERENT SUCCESS CRITERIA Copyright © 2013, iProspect, Inc. All rights reserved.
  • GOOGLE SHOPPING WILL CHANGE RETAIL NEXT YEAR Far higher conversion Rates than standard PPC Competitive companies thrive CPC & CPA Bidding Upload full database inventory
  • FINAL THOUGHTS • • • • • • • • Have flexible budgets Have flexible creative Be patient Align activity with other media Be realistic Measure everything Test, test, test Get on Google Shopping Copyright © 2013, iProspect, Inc. All rights reserved.