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Paid Search Marketing Strategies for a Bumper Christmas
 

Paid Search Marketing Strategies for a Bumper Christmas

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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

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

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    Paid Search Marketing Strategies for a Bumper Christmas Paid Search Marketing Strategies for a Bumper Christmas Presentation Transcript

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