Channel Crossing:
Get Creative With PPC Data To
Inform Your Digital Strategy

@seopositivel
td
Presented by MattMatt Wood
...
Agenda
What Can Be Influenced
From This Data
Know Your Audience

GEO Targeting
Placements & Topics
Marketing Attribution

...
What Can Be Influenced From This Data?
Affiliate Programmes

Brand / PR

Social Profiles

Creatives

Social Media PPC

Des...
Know Your Audience
Passive Audience

Presented by Matt Wood
Chief Operating Officer, SEO Positive Ltd

Active Audience

In...
Keyword Data
Match Search Queries
Performing Longtail
Keywords

PPC Position /
Conversion Ratio
Text Ads
Click Through Rat...
Turn Negative Into Positive
Unwanted PPC Traffic
High Traffic Volume
Low Traffic Volume

Presented by Matt Wood
Chief Oper...
Engagement Rates
Conversion Rates
Time on Site
Bounce Rate
Page Views

Presented by Matt Wood
Chief Operating Officer, SEO...
Run A Google Experiment
Split Test with the Google Experiment tab
Identify best images to use
Best calls to action
Best la...
GEO Targeting
Local

Presented by Matt Wood
Chief Operating Officer, SEO Positive Ltd

International

Internet World
2013
Placements & Topics
Who’s driving the
most traffic?
Are there other
relevant topics?
What value do
these visitors hold?

P...
Marketing Attribution
Identify best converting combinations
of online advertising
Identify the role
PPC is the quickest wa...
An Effective Example of Multi-Channel Marketing
Email Marketing to existing
customer database
Set up remarketing list to
v...
Summary
Understand your audience
How does your PPC data influence other mediums
What medium converts and which assists
Com...
Any Questions?
Tel: 0800 088 6000
Email: info@seopositive.co.uk
Web: www.seopositive.co.uk
@seopositiveltd

Presented by M...
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Channel Crossing: Get creative with PPC data to inform your digital strategy, SEOPositive

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Channel Crossing: Get creative with PPC data to inform your digital strategy, SEOPositive

  1. 1. Channel Crossing: Get Creative With PPC Data To Inform Your Digital Strategy @seopositivel td Presented by MattMatt Wood • Presented by Wood Chief Operating Officer, SEO Positive Ltd • Head of Search, SEO Positive Ltd Internet World 2013
  2. 2. Agenda What Can Be Influenced From This Data Know Your Audience GEO Targeting Placements & Topics Marketing Attribution Keyword Data Engagement Rates Presented by Matt Wood Chief Operating Officer, SEO Positive Ltd Internet World 2013
  3. 3. What Can Be Influenced From This Data? Affiliate Programmes Brand / PR Social Profiles Creatives Social Media PPC Design & Development Display Email Marketing Content Distribution SEO Presented by Matt Wood Chief Operating Officer, SEO Positive Ltd Internet World 2013
  4. 4. Know Your Audience Passive Audience Presented by Matt Wood Chief Operating Officer, SEO Positive Ltd Active Audience Internet World 2013
  5. 5. Keyword Data Match Search Queries Performing Longtail Keywords PPC Position / Conversion Ratio Text Ads Click Through Rates Time of Day Presented by Matt Wood Chief Operating Officer, SEO Positive Ltd Internet World 2013
  6. 6. Turn Negative Into Positive Unwanted PPC Traffic High Traffic Volume Low Traffic Volume Presented by Matt Wood Chief Operating Officer, SEO Positive Ltd Internet World 2013
  7. 7. Engagement Rates Conversion Rates Time on Site Bounce Rate Page Views Presented by Matt Wood Chief Operating Officer, SEO Positive Ltd Internet World 2013
  8. 8. Run A Google Experiment Split Test with the Google Experiment tab Identify best images to use Best calls to action Best layouts Best content Presented by Matt Wood Chief Operating Officer, SEO Positive Ltd Internet World 2013
  9. 9. GEO Targeting Local Presented by Matt Wood Chief Operating Officer, SEO Positive Ltd International Internet World 2013
  10. 10. Placements & Topics Who’s driving the most traffic? Are there other relevant topics? What value do these visitors hold? Presented by Matt Wood Chief Operating Officer, SEO Positive Ltd Internet World 2013
  11. 11. Marketing Attribution Identify best converting combinations of online advertising Identify the role PPC is the quickest way to influence a combination Presented by Matt Wood Chief Operating Officer, SEO Positive Ltd Internet World 2013
  12. 12. An Effective Example of Multi-Channel Marketing Email Marketing to existing customer database Set up remarketing list to visitors that have completed the shopping basket Set up a Facebook advanced targeting campaign & upload email addresses from database Presented by Matt Wood Chief Operating Officer, SEO Positive Ltd Internet World 2013
  13. 13. Summary Understand your audience How does your PPC data influence other mediums What medium converts and which assists Combine each route to market to find the most effective method to increase conversions Presented by Matt Wood Chief Operating Officer, SEO Positive Ltd Internet World 2013
  14. 14. Any Questions? Tel: 0800 088 6000 Email: info@seopositive.co.uk Web: www.seopositive.co.uk @seopositiveltd Presented by Matt Wood Chief Operating Officer, SEO Positive Ltd Internet World 2013

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