The presentation discusses how to get creative with pay-per-click (PPC) data to inform digital strategies. It suggests analyzing PPC data like keywords, placements, geo-targeting, and engagement rates to influence other channels like content, social media, email marketing, and SEO. The presentation also recommends using PPC to test different creatives, ads, and page layouts to identify highest converting options. Finally, it stresses combining online advertising channels like PPC, social media, and email marketing for effective multi-channel marketing.
Glenn Lazarus- Why Your Observability Strategy Needs Security Observability
Channel Crossing: Get Creative With PPC Data To Inform Your Digital Strategy
1. Channel Crossing:
Get Creative With PPC Data To
Inform Your Digital Strategy
@seopositivel
td
Presented by MattMatt Wood
• Presented by Wood
Chief Operating Officer, SEO Positive Ltd
• Head of Search, SEO Positive Ltd
Internet World
2013
2. Agenda
What Can Be Influenced
From This Data
Know Your Audience
GEO Targeting
Placements & Topics
Marketing Attribution
Keyword Data
Engagement Rates
Presented by Matt Wood
Chief Operating Officer, SEO Positive Ltd
Internet World
2013
3. What Can Be Influenced From This Data?
Affiliate Programmes
Brand / PR
Social Profiles
Creatives
Social Media PPC
Design & Development
Display
Email Marketing
Content Distribution
SEO
Presented by Matt Wood
Chief Operating Officer, SEO Positive Ltd
Internet World
2013
4. Know Your Audience
Passive Audience
Presented by Matt Wood
Chief Operating Officer, SEO Positive Ltd
Active Audience
Internet World
2013
5. Keyword Data
Match Search Queries
Performing Longtail
Keywords
PPC Position /
Conversion Ratio
Text Ads
Click Through Rates
Time of Day
Presented by Matt Wood
Chief Operating Officer, SEO Positive Ltd
Internet World
2013
6. Turn Negative Into Positive
Unwanted PPC Traffic
High Traffic Volume
Low Traffic Volume
Presented by Matt Wood
Chief Operating Officer, SEO Positive Ltd
Internet World
2013
7. Engagement Rates
Conversion Rates
Time on Site
Bounce Rate
Page Views
Presented by Matt Wood
Chief Operating Officer, SEO Positive Ltd
Internet World
2013
8. Run A Google Experiment
Split Test with the Google Experiment tab
Identify best images to use
Best calls to action
Best layouts
Best content
Presented by Matt Wood
Chief Operating Officer, SEO Positive Ltd
Internet World
2013
10. Placements & Topics
Who’s driving the
most traffic?
Are there other
relevant topics?
What value do
these visitors hold?
Presented by Matt Wood
Chief Operating Officer, SEO Positive Ltd
Internet World
2013
11. Marketing Attribution
Identify best converting combinations
of online advertising
Identify the role
PPC is the quickest way to
influence a combination
Presented by Matt Wood
Chief Operating Officer, SEO Positive Ltd
Internet World
2013
12. An Effective Example of Multi-Channel Marketing
Email Marketing to existing
customer database
Set up remarketing list to
visitors that have completed
the shopping basket
Set up a Facebook advanced
targeting campaign &
upload email addresses
from database
Presented by Matt Wood
Chief Operating Officer, SEO Positive Ltd
Internet World
2013
13. Summary
Understand your audience
How does your PPC data influence other mediums
What medium converts and which assists
Combine each route to market to find the most effective method
to increase conversions
Presented by Matt Wood
Chief Operating Officer, SEO Positive Ltd
Internet World
2013
14. Any Questions?
Tel: 0800 088 6000
Email: info@seopositive.co.uk
Web: www.seopositive.co.uk
@seopositiveltd
Presented by Matt Wood
Chief Operating Officer, SEO Positive Ltd
Internet World
2013