Performance Based Advertising

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This presentation is not so much a lecture on what performance based advertising is, but more a presentation on how everyone can harness performance based marketing.

Top tips start with understanding your business objectives and focuss on those to follow the steps that I describe to improve your online advertising success.

The next tip - and the most commonly forgotten feature is to employ web analytics and I suggest - use google web analytics - they are free and if you cover all the bases, employ some great assets on your site and ensure that you treat it with humility - you will make a big difference to your search engine marketing.

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Performance Based Advertising

  1. 1. <ul><li>Pioneering Brand Search Engine Marketing Since 1996 </li></ul>Performance based advertising
  2. 2. David White CEO Weboptimiser Group Ltd
  3. 4. <ul><li>Chair IAB UK & Europe </li></ul><ul><li>Search Task force </li></ul><ul><li>2006 - 2008 </li></ul>
  4. 5. Performance based advertising <ul><li>Paying for results is the holy grail of marketing </li></ul><ul><li>You have to be careful of the results you are paying for... </li></ul><ul><li>CPC, CPL, CPE, CPS </li></ul><ul><ul><li>Other measurements, standards, systems... comparisons </li></ul></ul><ul><ul><li>Other values, exposure, brand building </li></ul></ul>
  5. 6. Pay Per Click Natural Search
  6. 7. WHY?
  7. 10. HOW?
  8. 11. Third Generation SEM <ul><li>24/7 Campaign Management </li></ul><ul><li>Advanced Analytics </li></ul><ul><li>behavioural targeting </li></ul><ul><li>Content Management </li></ul><ul><li>Demographic targeting </li></ul><ul><li>Geographic Targeting </li></ul><ul><li>Multi variant testing </li></ul><ul><li>Video optimisation - new new media </li></ul>
  9. 12. FSB: The Challenge <ul><li>The London division of the Federation of Small Business wanted to promote their agenda for the next London Mayor during the election campaign. </li></ul><ul><li>The main challenge was the deadline – with campaigning by the major candidates already underway amid significant media interest, the FSB wanted to get their message across quickly and to as many voters and members of the media as possible.   </li></ul><ul><li>It exists to protect and promote the interests of the self-employed and all those who run their own business. </li></ul><ul><li>The London division supports the interests of businesses in the Greater London region. </li></ul>
  10. 15. FSB: The Solution <ul><li>We suggested a search-optimised video as the solution. </li></ul><ul><li>The company’s Video Team filmed key FSB executives and members out and about in London talking about the issues that matter to their members. </li></ul><ul><li>By using real business people running small businesses in the London area, the video was extremely engaging for viewers and put a personal face to the FSB’s concerns. </li></ul>
  11. 16. FSB: The Results <ul><li>Video production was carried out within 24 hours, enabling the FSB to post it to their own website as well as sending the link to their members and select media organisations. </li></ul><ul><li>The video was search-optimised by the engineering team at Weboptimiser and within hours of its completion it was enjoying high rankings on Google and YouTube, fulfilling the FSB’s objective of reaching a wide audience in rapid time. </li></ul>
  12. 19. Weboptimiser “delivered” <ul><li>Nick Winch, London Policy Manager at the FSB said “We were very impressed with the video Weboptimiser produced for us. As part of our campaign to make the voice of small business heard in the London Mayoral elections this video has proved very valuable. The team was professional, worked very closely with our team and delivered a fantastic movie in two days. </li></ul>
  13. 20. Thank you for watching

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