How To Overcome Enterprise PPC Challenges by Marta Turek

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From SMX East 2013 / SearchMarketingExpo.com - Maximizing Enterprise SEM - How to Overcome Enterprise PPC Challenges @mturek - #SMX #32D

Slide deck from Marta Turek of Meditative's presentation on how to overcome 3 major challenges common to managing enterprise level SEM campaigns - unaligned executives, fragmented stakeholders and overlapping keywords or markets.

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How To Overcome Enterprise PPC Challenges by Marta Turek

  1. 1. # Marta Turek Meditative @MTurek #SMX #32D October 3, 2013 HOW TO OVERCOME ENTERPRISE PPC CHALLENGES #
  2. 2. 2 WHO WE ARE OUR RESEARCH INSIGHTS OVER THE YEARS 2004 2005 2007 2010 2009 2012 2011 Inside The Mind of The Searcher Search Engine Usage Research Google Golden Triangle Barriers On a Website Mapping the BuyerSphere Google Instant Results Google Places Desktop & Mobile PPC & Display User Purchase Behaviour Branching Out From Search Research 2013 Facebook Graph Search Study 2013 Local Search Behaviour on Mobile
  3. 3. MAXIMIZING ENTERPRISE PPC TODAY’S TOPIC Unaligned Executives – Low Digital Buy-in 3 1 Fragmented Stakeholder Groups at Operational Level 2 3Overlapping Keywords / Markets MARTA TUREK Group Manager Performance Media TODAY’S PRESENTER THE CHALLENGES
  4. 4. UNALIGNED EXECUTIVES
  5. 5. BE THE VOICE OF STRATEGIC DIRECTION Speak from the top, Strategically Down Not from the bottom, Tactically Up
  6. 6. HOW: PAINT A PICTURE OF DIGITAL POTENTIAL
  7. 7. EXAMPLE SECURING ENTERPRISE PPC BRAND BUDGET Challenge: Prove the business case for an Enterprise PPC Brand Budget Goal: Help executives understand the costs of not investing in a brand strategy 7
  8. 8. CASE STUDY: BUILDING A CASE FOR BRAND PPC DEFINE: HOW BIG IS THE MISSED OPPORTUNITY? Client Enterprise Brand PPC Impression Share: 0% THE COMPETITION
  9. 9. CASE STUDY: BUILDING A CASE FOR BRAND PPC MEASURE: WHAT DOES ‘GOOD’ MEAN? Search ads 1-3  Organic result 1  Organic results 2-4  Organic results 5+  No Enterprise Brand Ad in Top Real Estate on Page Current Share of Voice: 0% ‘Good Enough’: 100%
  10. 10. People trying to buy from you now WEB & SALES People trying to buy now People who know you and may buy someday People who may buy someday People who know you but will never buy People who will never buy SEARCH EMAIL & NURTURING SOCIAL & AD MEDIA ELIMINATE ELIMINATE CASE STUDY: BUILDING A CASE FOR BRAND PPC ANALYZE: REMOVE BARRIERS FROM PROSPECTS START FROM THE CORE AND WORK OUT
  11. 11. CASE STUDY: BUILDING A CASE FOR BRAND PPC ANALYZE: QUANTIFY IMPACT OF INEFFICIENCIES Lost Opportunity to Drive Traffic to Targeted Pages Lost Brand Traffic to 3rd Party Sites Lost Impression Share Lost Conversions Lost Visibility in the SERPs Lost Acquisitions Increased Cost of Acquisition 1 2 3 4 5 6 7
  12. 12. CASE STUDY: BUILDING A CASE FOR BRAND PPC IMPROVE: FIRST THINGS FIRST 1 Start at Core & Determine Cause of Inefficiencies 2 Quantify Impact of Inefficiencies 3 Determine Resources required to Repair 4 Prioritize Based on Greatest Increase to Efficiency Using Limited Resources IF EVERYTHING IS IMPORTANT, NOTHING IS IMPORTANT
  13. 13. CASE STUDY: BUILDING A CASE FOR BRAND PPC CONTROL: DETERMINE SUCCESS METRICS & KPIsTHE COMPETITION Client Enterprise Brand PPC Impression Share: 100%
  14. 14. UNALIGNED EXECUTIVES – LOW DIGITAL BUY-IN SUMMARY CONCLUSION Quantify the Growth Opportunity or Opportunity Cost Show Executives what the ceiling is 1 4 1 Define Good – Create Context and Explain Good Relatively Good is Relative, Not Absolute2 3Share Small Milestones more often Don’t make executives wait for one big presentation
  15. 15. FRAGMENTED STAKEHOLDER GROUPS
  16. 16. THE CHALLENGE: FRAGMENTED STAKEHOLDER GROUPS LACK OF COHESION & TRUST CLIENT STAKEHOLDERS INDIVIDUALS & FAMILIES REGIONAL BUSINESS ENTERPRISE BRAND SMALL BUSINESS NATIONAL BUSINESS EMPLOYEES & ORGANIZATIONS
  17. 17. THE CHALLENGE: FRAGMENTED STAKEHOLDER GROUPS LACK OF COHESION & TRUST SMALL BUSINESS Stakeholder 1 Stakeholder 2
  18. 18. TACTIC 1: FRAGMENTED STAKEHOLDER GROUPS LATCH ON TO THE RULE BREAKER SMALL BUSINESS RULE BREAKER
  19. 19. TACTIC 2: FRAGMENTED STAKEHOLDER GROUPS BECOME THE CENTRAL TOUCHPOINT AGENCY PARTNER INDIVIDUALS & FAMILIES REGIONAL BUSINESS ENTERPRISE BRAND SMALL BUSINESS NATIONAL BUSINESS EMPLOYEES & ORGANIZATIONS
  20. 20. TACTIC 3: FRAGMENTED STAKEHOLDER GROUPS STAY IMPARTIAL. LEVERAGE PARTNERS. Facilitate Communication COMMUNICATION FACILITATOR INDIVIDUALS & FAMILIES REGIONAL BUSINESS ENTERPRISE BRAND SMALL BUSINESS NATIONAL BUSINESS EMPLOYEES & ORGANIZATIONS
  21. 21. TACTIC 4: FRAGMENTED STAKEHOLDER GROUPS EDUCATE ACROSS SILOS Small Business Group Low PPC Budget = Limited Searcher Interest
  22. 22. TACTIC 4 : FRAGMENTED STAKEHOLDER GROUPS EDUCATE ACROSS SILOS Individual & Families Group Strong PPC Investment = Stable Searcher Interest
  23. 23. FRAGMENTED STAKEHOLDER GROUPS SUMMARY CONCLUSION Latch on to the Rule Breaker Find an internal champion pushing the status quo 2 3 1 Become the Central Touchpoint Large Enterprises have High Turnover2 3Stay Impartial. Leverage Partner Relationships Develop a cohesive picture of the digital marketing framework 4Educate to Inform, Break Silos & Increase Transparency Use Internal Case Studies to share information
  24. 24. KEYWORD & MARKET CONVERGENCE
  25. 25. KEYWORD & MARKET CONVERGENCE OVERLAPPING MARKETS / KEYWORDS Enterprise Brand Employers & Organizations Small Business Regional Business National Business Individuals & Families BRAND TERMS and MARKET OVERLAP
  26. 26. KEYWORD & MARKETCONVERGENCE DEFINE: SCOPE OF MARKET OVERLAP Multiple Business Units Competing on Brand Terms
  27. 27. “I don’t care what the brand strategy is, as long as you meet my goals” Client Stakeholder
  28. 28. THE APPROACH GETTING ALIGNMENT ON BRAND STRATEGY Engage the Searcher on the SERP Control your Brand Experience Drive searchers to targeted pages by audience & market Crowd out competing messages and competitor noise Capture 100% of potential impressions Promote Each Business Segment Individually And maintain a cohesive brand message 1 2 3 4 5 6 7
  29. 29. THE TACTICS ENHANCED AD FORMAT APPROACH Enhanced Sitelinks 3 Line Sitelinks & Social Extensions
  30. 30. THE TACTICS ENHANCED AD FORMAT APPROACH Client – Official Site | Client.com www.client/Official-Site Offers Tailored Solutions for Individuals & Businesses. Learn More about Our Competitive Edge. Enterprise PPC Regional Business Employers & Organizations National Business Small Business Individuals & Families Multi-Tiered Sitelink Strategy with Cross Account Conversion Tracking
  31. 31. 3 THINGS TO REMEMBER THE FINAL WORD Get all Stakeholders on side – thinking big picture Paint a global picture beyond each business segment 3 1 1 Start at the top & become the strategic voice Fragmentation filters from the top down2 3Repetition. Repetition. Repetition. Distill an aligned story throughout the organization
  32. 32. 32 Over 300 Digital Marketing Resources Available Visit www.mediative.com/resources Marta Turek marta.turek@mediative.com Twitter: @MTurek THANK YOU! QUESTIONS?
  33. 33. http://www.slideshare.net/SearchMarketingExpo # see more presentations at: #

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