Winning strategies for paid search marketing

Winning Strategies:
for Paid Search
Sri Sharma. Managing Director
27th April 2010

0 1. Dominate through strategy
02. Fact based decision making
03. Test Test Test

Integrated Marketing
1

Integrated Marketing
Builds awareness and promotes buying
Online Channels
Organic search
Paid Search
Display
Social Media
Email
Offline Channels
Television
Print
Radio
Direct Mail
Outdoor

Search & TVAdvertising
Search is the vital link between offline and online

Approach to Integrated Marketing
Understand the offline marketing campaign & objectives
Set online Paid Search goals and objectives
Model the user journey
Integrate planning and scheduling
Resonate through messaging
Extend reach
Multi-channel analysis

Offline TV Campaign
Brand awareness creation around the X Factor
Audience fit targeting Females 16-35
Promote The Perfume Shop brand in conjunction with leading perfume brands
Highly specific product targeting and offer driven

Extend reach

Standard
Integrated

Extend reach

Channel Analysis
Time of TV ad
Impressions
Period of Focus

“Net Media Planet stand out from the crowd with great PPC strategy and implementation”
Results for the client: The Perfume Shop

Managing
Competitor Threat
2

Managing Competitor Threat
Drive +15% additional revenue through effective competitor threat strategy and management
Monitor competitor activity and automate response
Monitor URL hijacking and automate response
Insight for competitor strategy

BEFORE
AFTER

Brand Monitoring & Protection
Source: Net Media Planet Mercury technology platform

Client: Singapore Airlines
Challenge
25% reduction in traffic on branded terms
Objective
Protect the brand and stem competitor leakage
Approach
Mercury Platform brand monitor and response technology employed to provide email / text alerts and weekend automated positional management.
Results
Clicks restored to previous levels within 24 hours and technology assures resolution within 30mins of future competitor attack

Seasonality &
Trend Response
3

Seasonality & Trend Response
Target the customer with the right products at the right time to drive increased conversion
Plan around the seasonal calender
Synchronise with promotional calender
Recognise trends in the industry or related industries

Google insights ‘Summer dresses’
Seasonality

Customer Journey Optimisation
1

Customer Journey optimisation
Analyse the consumer’s journey to improve ROI
Analyse the channel journey
attribute value
Optimise budget allocation
Optimise targeting
Analyse multichannel
Attribute value
Optimise budget allocation
Optimise focus

Insight from the Click Path
Lowest conversion rate
Lowest days to sale
Highest opportunity

Results for client: Singapore Airlines
Increased brand sales from generic keywords by 23%
And some positive feedback:
“Net Media Planet are our innovative Paid Search partner and provide great value through their click path analysis insight.”

Top 3 Takeaways
0 1. Dominate through strategy
02. Fact based decision making
03. Test Test Test

Thank you
Do you have any questions?
Sri Sharma
Managing Director
E. sri@netmediaplanet.com
T. +44 (0) 203 008 8321
www.netmediaplanet.com

Winning strategies for paid search marketing

by Net Media Planet on May 27, 2010

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