Enterprise PPC: What's Working & What's Not by Matthew Mierzejewski

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From SMX East 2013 / SearchMarketingExpo.com - Maximizing Enterprise PPC - What's Working, What's not by @mskimatt - #SMX #32D

Slide deck from Matthew Mierzejewski of RKG's presentation on what's general working and what's not in Enterprise PPC; learn how to cut through the communication layers and attribution models in this presentation.

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Enterprise PPC: What's Working & What's Not by Matthew Mierzejewski

  1. 1. ENTERPRISE PPC: WHAT’S WORKING, WHAT’S NOT… # Matthew Mierzejewski RKG @mskimatt #SMX #32D October 3, 2013 #
  2. 2. PAID SEARCH SEARCH ENGINE OPTIMIZATION COMPARISON SHOPPING ENGINES DISPLAY ADVERTISING SOCIAL MEDIA BLUEPRINT™ SEARCH ANALYTICS
  3. 3. • What’s Generally Working/ Not Working • Communication Layers Enterprise SEM AGENDA
  4. 4. • What’s Generally Working/ Not Working • Communication Layers Enterprise SEM AGENDA
  5. 5. There is Generally an Appetite for… Understanding the Full Value of Search Cross-Device Conversions Search Investment $ Direct Response Micro- Conversions Full Value of Paid Search Margin New Customers
  6. 6. There is Generally NOT an Appetite for… A Single Attribution Model CSE Touch •35 Days Ago PPC Non- Brand •24 Days Ago Email •10 Days Ago Email •3 Days Ago Brand Organic •1 Day Ago Direct Load ORDER
  7. 7. There is Generally an Appetite for… Defining the Incrementality of Search Incremental calculations Incr. Cost Est. Orders Est. CPO $350 $310 $300 $269 $226 $190 - Incr. Clicks 36 48 53 62 65 71 - 9.32 8.78 8.06 7.26 6.33 5.36 - $221 $195 $174 $151 $131 $113 -
  8. 8. Modified Ad Budgets within Fiscal Period There is Generally NOT an Appetite for…
  9. 9. There is Generally an Appetite for… Understanding the True Value of View-Through Conversions 8,000 View Through Conversions (VTC) 1,212 Last “Touch” VTC 738 Same-Day, Last “Touch” VTC 110 Same-Hour, Last “Touch” VTC Conservative View-Through Credit 1.4% DR Focused View-Through Credit 9.2%
  10. 10. Competitive Benchmarking Leverage Google Auction Insights Data
  11. 11. • What’s Generally Working/ Not Working • Communication Layers Enterprise SEM AGENDA
  12. 12. Communication – Various Layers Needed Core Client Teams •Tactical, Project Focused, Execution, Analysis •Calls, Weekly + In Person, Semi-Annually 1 Client Director/Lead •Cross-Channel Vision and Coordination •Calls, Monthly + In Person, Quarterly/ As Needed 2 Client Partner/ Sponsor •Strategy, Vertical and Agency Benchmarking/ Competitive Analysis •Calls, 60-Day + In Person, Annually/ As Needed 3
  13. 13. Communication – Don’t Mix Layers Know Your Audience • Don’t mix Strategic and Tactical discussions • Bring matching titles (power) to the table • Make the most of senior client meeting involvement
  14. 14. Communication – Follow Up and Follow Through Post Client Visit Documentation Matters • Attendees • Purpose Defined • Deliverables • Important non-deliverables recorded • Additional Service Interest • Shared documentation
  15. 15. Thanks! Matthew Mierzejewski matthew@rimmkaufman.com @mskimatt
  16. 16. http://www.slideshare.net/SearchMarketingExpo # see more presentations at: #

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