What is Performance Advertising?

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Thousands of companies of all sizes are using the Internet to effectively increase sales and lower costs. Learn how to design an eMarketing campaign that produces a positive return on your investment.

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  • What is Performance Advertising?

    1. 1. Gigi Ho digital performance inc Aftermarket eForum 2007
    2. 2. Why should you advertise online?
    3. 3. consumers
    4. 5. ONLINE ADVERTISING OUT PERFORMS OFFLINE IN
    5. 10.  What is Performance Advertising  Why include it in your marketing plan  How to get the most out of it WHAT YOU’LL LEARN:
    6. 11. Spending this…
    7. 12. TO MAKE S I H T
    8. 13. So what is performance advertising?
    9. 14. per·for·mance ad·ver·tis·ing (pər-fôr'məns ād'vər-tī'zĭng) - n. an advertising model where advertisers only pay when an action is generated through a marketing venue.
    10. 15. pay per click pay for performance pay per lead pay per sale pay per action search engines ad networks shopping engines affiliates central ad servers google yahoo! msn amazon shopping.com doubleclick pricegrabber.com cost per sale cost per action cost per click cost per acquisition cost per lead modsearch.com tenmagazines youtube.com ask.com streetperformance.com pay per click pay for performance pay per lead pay per sale pay per action search engines ad networks shopping engines affiliates central ad servers google yahoo! msn amazon shopping.com doubleclick pricegrabber.com cost per sale cost per action cost per click cost per acquisition cost per lead modsearch.com tenmagazines youtube.com ask.com streetperformance.com pay per click pay for performance pay per lead pay per sale pay per action search engines ad networks shopping engines affiliates central ad servers google yahoo! msn amazon shopping.com doubleclick pricegrabber.com cost per sale cost per action cost per click cost per acquisition cost per lead PPC CPA PPS CPC PPA P4P PPL
    11. 16. And why include it in your marketing plan?
    12. 17. It gives FREE exposure. FIRST
    13. 18. It gives results while you improve SEO. SECOND
    14. 19. It gives fast results, allowing tweaks as needed to get best conversion. THIRD
    15. 20. So how do you get the most out of it?
    16. 21. There’s a reason why they’re called keywords.
    17. 22. Buying Cycle Research Shopping Purchase Keywords <ul><li>Carburetors </li></ul><ul><li>Mufflers </li></ul><ul><li>Gaskets </li></ul><ul><li>2 barrel carburetors </li></ul><ul><li>Edelbrock carburetors </li></ul><ul><li>z28 carburetor </li></ul><ul><li>Holley part # 080870 </li></ul><ul><li>2 barrel carburetors in Long Beach </li></ul>Audience Finding info about product category, options, decision criteria and key retailers Has filtered list of purchase criteria. Now tracking and comparing purchase criteria. Is committed to purchase and ready to buy. Seeking <ul><li>Variety </li></ul><ul><li>Product range </li></ul><ul><li>General info </li></ul><ul><li>Specific brands </li></ul><ul><li>Product descriptions </li></ul><ul><li>Locations </li></ul><ul><li>Model numbers </li></ul><ul><li>Availability </li></ul><ul><li>Price </li></ul><ul><li>etc. </li></ul>
    18. 23. Where to find good keywords? TV and radio ads, Google’s Keyword tool, other website metatags. Also consider common misspellings. TIP:
    19. 24. SEARCH ENGINE MARKETING
    20. 25. CAMPAIGN AD GROUP AD GROUP ACCOUNT STRUCTURE ACCOUNT
    21. 26. High Quality Score = HIGH AD PLACEMENT <ul><ul><li>keyword relevance to ad </li></ul></ul><ul><ul><li>click through rate of ad </li></ul></ul><ul><ul><li>relevance of the landing page to displayed ad </li></ul></ul><ul><ul><li>(and, oh yeah, bid price) </li></ul></ul>
    22. 28. Organize campaigns to allow tests and comparisons of different approaches, their conversion rates, and cost of conversion. HINT:
    23. 29. Your budget and the economics of ad impressions and clicks. SUPPLY and DEMAND
    24. 30. OVER SUPPLY ADS & CLICKS
    25. 31. ADS & CLICKS UNDER SUPPLY
    26. 32. When launching new campaign, watch closely for first couple weeks and experiment . Once tuned, cut down on ad changes. Keep a log of your tests. TIP:
    27. 33. Ad Copy = Get me to click in 95 letters or less. <ul><ul><li>get to the point </li></ul></ul><ul><ul><li>target the need of why they need it </li></ul></ul><ul><ul><li>hit their hot buttons </li></ul></ul><ul><ul><li>include a call to action (if possible) </li></ul></ul><ul><ul><li>build on what works…refine message </li></ul></ul>
    28. 35. Look at other ads for keywords and get ideas of how to write your own. Find inspiration. Do not copy a competitor’s ad verbatim. TIP:
    29. 36. Click through rate = Conversation rate <ul><ul><li>Click through is users clicking over to website </li></ul></ul><ul><ul><li>Conversion is those users becoming customers </li></ul></ul>/
    30. 37. Figuring out your Return On Ad Spend
    31. 38. When running multiple ads for a new campaign, use the Rotate setting to better track individual ad performance. TIP:
    32. 40. Cost effective conversions = Success in AdWords <ul><ul><li>ensure results in sales that give positive return on investment </li></ul></ul>
    33. 41. Assume keywords are $1 per click…
    34. 42. Keep in mind some may click onto website but go buy in a store, or come directly back to website at a future time for purchase. HINT:
    35. 43. DON’T LOSE THEM NOW!
    36. 44. Make sure your LANDING PAGE … <ul><ul><li>reflects why they clicked on your ad </li></ul></ul><ul><ul><li>has a call to action or next desired action </li></ul></ul><ul><ul><li>provides enough information for action </li></ul></ul><ul><ul><li>has no barriers to conversion </li></ul></ul><ul><ul><li>includes any appropriate credibility info </li></ul></ul>
    37. 47. It comes down to 5 things…
    38. 48. Keep your campaigns manageable.
    39. 49. Examine your landing pages.
    40. 50. Focus on conversions.
    41. 51. Focus on conversions.
    42. 52. Focus on conversions!
    43. 53. SHOPPING ENGINE MARKETING
    44. 54. What does a shopping engine do?
    45. 55. For consumers to research products…
    46. 56. For you to reach highly converting consumers as they figure out what, where to buy and how much to pay.
    47. 57. How is marketing on shopping engines different from search engines?
    48. 58. Automotive Car Electronics Car Accessories | Car Alarms | Car Amplifiers | Car CD Changers | Car CD/MP3 Players | Car Cassette Players | Car Crossovers | Car DVD Players … Parts and Supplies Automotive Accessories | Automotive Care | Automotive Parts | Automotive Performance… <ul><li>Merchants place bids for entire levels: </li></ul><ul><li>Category </li></ul><ul><li>Subcategory </li></ul><ul><li>Product </li></ul>
    49. 59. <ul><li>Top placement for </li></ul><ul><li>merchants is based on: </li></ul><ul><li>Product Prices </li></ul><ul><li>Product Availability </li></ul><ul><li>Customer Service Rating </li></ul>
    50. 60. Bidding Price = Click Cost / and that’s a good thing!
    51. 61. You will only pay $0.01 over the next highest maximum bid.
    52. 63. Check what categories you have products in – especially after a new data feed. Track your performance via reports to analyze your clicks, cost and sales performance. Compare current month against previous months/year to monitor your advertising and spending over time.
    53. 64. WEIGHING PROs & CONs
    54. 65. Price comparison or Shopping Comparison?
    55. 66. Level of difficulty for engagement?
    56. 67. Right venue for automotive parts?
    57. 68. AUTOMOTIVE SHOPPING ENGINES MODsearch.com TruckMoxie.com
    58. 69. <ul><li>The “Long Tail” </li></ul><ul><li>The Internet has made it easier for consumers to find niche content and products . </li></ul><ul><li>Each person's media and product consumption are tailored to his/her specific interests . </li></ul>
    59. 70. MEET DAVID
    60. 71. HE LIKES
    61. 72. HE LOVES
    62. 73. DRIVES HE
    63. 74. WANTS HE a lot of modifications
    64. 75. SIMILAR CHARACTERISTICS <ul><ul><li>search by vehicle (year-make-model) </li></ul></ul><ul><ul><li>more detailed parts category breakdown </li></ul></ul><ul><ul><li>shoppers also consider sites a resource </li></ul></ul><ul><ul><li>very high probability of closing sales from these niche shopping engines </li></ul></ul>
    65. 76. NOTABLE DIFFERENCES <ul><ul><li>StreetPerformance.com… </li></ul></ul><ul><ul><li>does not require a detailed data feed </li></ul></ul><ul><ul><li>also provides an extensive directory listing of companies, their products and information </li></ul></ul><ul><ul><li>ads are pushed out to partnered enthusiast networks reaching millions in automotive segment </li></ul></ul>
    66. 78. performance advertising media Whichever you choose or combination
    67. 79. Doing THIS WILL PREVENT
    68. 81. Gigi Ho digital performance inc www.digitalperformance.com www.streetperformance.com toll-free 866.469.7623

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