Your SlideShare is downloading. ×
0
Paid Search Strategies<br />for a Bumper Christmas<br />Sri Sharma, Managing Director<br />29th September 2010<br />
Introducing Net Media Planet<br />We are a dedicated Paid Search Marketing agency <br />6 years experience as a leading Pa...
Agenda<br />Protect your search traffic and sales<br />Find new traffic and revenue<br />Understand consumer behaviour<br ...
1.<br />Protect your search traffic and sales<br />
Implications  of Google Instant<br />
Hypothesize being tested<br />What is the effect on impressions and clicks?<br />What is the effect on conversion rate?<br...
Hypothesize being tested<br />What is the effect on impressions and clicks?<br />What is the effect on conversion rate?<br...
Hypothesize being tested currently<br />What is the effect on impressions and clicks?<br />What is the effect on conversio...
Consider for Christmas ...<br />Review how your SEO and PPC traffic has changed since 8th Sep on a channel level and keywo...
15% of brand traffic lost to competitors<br />Source: Hitwise<br />Protect your brand traffic<br />
Incrementality testing shows PPC brand traffic delivers a  30% uplift on SEO<br />Source: Net Media Planet (Retail Vertica...
BEFORE<br />AFTER<br />
Review manually if your branded terms are out of position or missing<br />Monitor competitor activity and automate respons...
2.<br />Find new traffic <br />and revenue<br />
Sophisticated video media targeting<br />
An increase in response and saliency<br />You Tube clicks & impressions<br />Search Network clicks & impressions<br />
Placement targeted video search<br />Target your products on a granular level<br />Regularly refresh media plans to take a...
3.<br />3.<br />Understand consumer behaviour <br />
Evaluate Christmas 2009<br />Daily Sales at Christmas 2009<br />November Payday (25th - 27th)<br />Post Christmas Sales (B...
Analyse your specific brand’s paid search trends for Christmas 2009 <br />Measure early buying cycle interest in products ...
Last delivery date<br />is a huge motivator<br />
Drive footfall using paid search and geo-location targeting<br />
Emphasize last date for delivery in adcopy<br />Test using paid search to drive footfall <br />Optimise Google Places to s...
“54% of users who researched online but bought offline used their mobile devices to conduct their search.”Source: Google<b...
Drive competitor  footfall into your store using  paid search and geo-location targeting<br />
Test mobile search to attract footfall from competitor stores<br />Optimise Google Places to show nearest retail store loc...
Protect your brand traffic<br />Test placement based video targeting<br />Drive footfall through paid search<br />Top 3 Ta...
Thank you<br />Do you have any questions?<br />Sri Sharma<br />Managing Director<br />E. sri@netmediaplanet.com<br />T. +4...
Upcoming SlideShare
Loading in...5
×

Paid Search Marketing Strategies for a Bumper Christmas

1,151

Published on

Sri Sharma, Managing Director and Founder of Net Media Planet shares insights from Net Media Planet on strategies to improve results from paid search this christmas

Published in: Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
1,151
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
19
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Transcript of "Paid Search Marketing Strategies for a Bumper Christmas"

  1. 1. Paid Search Strategies<br />for a Bumper Christmas<br />Sri Sharma, Managing Director<br />29th September 2010<br />
  2. 2. Introducing Net Media Planet<br />We are a dedicated Paid Search Marketing agency <br />6 years experience as a leading Paid Search Marketing specialist agency<br />Services across paid search marketing, social media advertising and multichannel attribution<br />Expertise in managing large complex accounts<br />Provider of global paid search marketing services to leading brands across retail, finance and travel sectors<br />
  3. 3. Agenda<br />Protect your search traffic and sales<br />Find new traffic and revenue<br />Understand consumer behaviour<br />1.<br />2.<br />3.<br />
  4. 4. 1.<br />Protect your search traffic and sales<br />
  5. 5. Implications of Google Instant<br />
  6. 6. Hypothesize being tested<br />What is the effect on impressions and clicks?<br />What is the effect on conversion rate?<br />What is the impact on PPC long tail?<br />Will cost per click be affected?<br />How is the PPC / SEO traffic split affected?<br />Do users start part-phrase keyword searching?<br />
  7. 7.
  8. 8. Hypothesize being tested<br />What is the effect on impressions and clicks?<br />What is the effect on conversion rate?<br />What is the impact on PPC long tail?<br />Will cost per click be affected?<br />How is the PPC / SEO traffic split affected?<br />Do users start part-phrase keyword searching?<br />
  9. 9.
  10. 10.
  11. 11. Hypothesize being tested currently<br />What is the effect on impressions and clicks?<br />What is the effect on conversion rate?<br />What is the impact on PPC long tail?<br />Will cost per click be affected?<br />How is the PPC / SEO traffic split affected?<br />Do users start part-phrase keyword searching?<br />
  12. 12.
  13. 13.
  14. 14. Consider for Christmas ...<br />Review how your SEO and PPC traffic has changed since 8th Sep on a channel level and keyword level<br />Optimise PPC for high traffic keywords and the relevant suggested keywords<br />Test PPC on part-phrase high traffic keywords<br />
  15. 15. 15% of brand traffic lost to competitors<br />Source: Hitwise<br />Protect your brand traffic<br />
  16. 16. Incrementality testing shows PPC brand traffic delivers a 30% uplift on SEO<br />Source: Net Media Planet (Retail Vertical)<br />
  17. 17. BEFORE<br />AFTER<br />
  18. 18.
  19. 19. Review manually if your branded terms are out of position or missing<br />Monitor competitor activity and automate response<br />Monitor URL hijacking and automate response<br />Consider for Christmas ...<br />
  20. 20. 2.<br />Find new traffic <br />and revenue<br />
  21. 21. Sophisticated video media targeting<br />
  22. 22.
  23. 23.
  24. 24. An increase in response and saliency<br />You Tube clicks & impressions<br />Search Network clicks & impressions<br />
  25. 25. Placement targeted video search<br />Target your products on a granular level<br />Regularly refresh media plans to take advantage of new video uploads<br />Take advantage of social media buzz<br />Consider for Christmas ...<br />
  26. 26. 3.<br />3.<br />Understand consumer behaviour <br />
  27. 27. Evaluate Christmas 2009<br />Daily Sales at Christmas 2009<br />November Payday (25th - 27th)<br />Post Christmas Sales (Boxing Day)<br />Christmas <br />Day<br />Cyber Monday<br />(7th December)<br />Last delivery <br />date (18th- 22nd December)<br />Source: Net Media Planet (Retail Vertical)<br />
  28. 28. Analyse your specific brand’s paid search trends for Christmas 2009 <br />Measure early buying cycle interest in products e.g. product views, reviews read, social media buzz<br />Focus generic paid search strategy and click path analysis on early stage buying cycle product interest<br />Consider for Christmas ...<br />
  29. 29. Last delivery date<br />is a huge motivator<br />
  30. 30. Drive footfall using paid search and geo-location targeting<br />
  31. 31. Emphasize last date for delivery in adcopy<br />Test using paid search to drive footfall <br />Optimise Google Places to show nearest retail store location<br />Consider for Christmas ...<br />
  32. 32. “54% of users who researched online but bought offline used their mobile devices to conduct their search.”Source: Google<br />Take advantage of real time <br />researching<br />
  33. 33.
  34. 34. Drive competitor footfall into your store using paid search and geo-location targeting<br />
  35. 35. Test mobile search to attract footfall from competitor stores<br />Optimise Google Places to show nearest retail store location<br />Consider for Christmas ...<br />
  36. 36. Protect your brand traffic<br />Test placement based video targeting<br />Drive footfall through paid search<br />Top 3 Takeaways ...<br />
  37. 37. Thank you<br />Do you have any questions?<br />Sri Sharma<br />Managing Director<br />E. sri@netmediaplanet.com<br />T. +44 (0) 203 008 8321<br />@srisharma<br />www.netmediaplanet.com<br />
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×