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Paid Search Marketing Strategies for a Bumper Christmas

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Sri Sharma, Managing Director and Founder of Net Media Planet shares insights from Net Media Planet on strategies to improve results from paid search this christmas

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Paid Search Marketing Strategies for a Bumper Christmas

  1. 1. Paid Search Strategies<br />for a Bumper Christmas<br />Sri Sharma, Managing Director<br />29th September 2010<br />
  2. 2. Introducing Net Media Planet<br />We are a dedicated Paid Search Marketing agency <br />6 years experience as a leading Paid Search Marketing specialist agency<br />Services across paid search marketing, social media advertising and multichannel attribution<br />Expertise in managing large complex accounts<br />Provider of global paid search marketing services to leading brands across retail, finance and travel sectors<br />
  3. 3. Agenda<br />Protect your search traffic and sales<br />Find new traffic and revenue<br />Understand consumer behaviour<br />1.<br />2.<br />3.<br />
  4. 4. 1.<br />Protect your search traffic and sales<br />
  5. 5. Implications of Google Instant<br />
  6. 6. Hypothesize being tested<br />What is the effect on impressions and clicks?<br />What is the effect on conversion rate?<br />What is the impact on PPC long tail?<br />Will cost per click be affected?<br />How is the PPC / SEO traffic split affected?<br />Do users start part-phrase keyword searching?<br />
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  8. 8. Hypothesize being tested<br />What is the effect on impressions and clicks?<br />What is the effect on conversion rate?<br />What is the impact on PPC long tail?<br />Will cost per click be affected?<br />How is the PPC / SEO traffic split affected?<br />Do users start part-phrase keyword searching?<br />
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  11. 11. Hypothesize being tested currently<br />What is the effect on impressions and clicks?<br />What is the effect on conversion rate?<br />What is the impact on PPC long tail?<br />Will cost per click be affected?<br />How is the PPC / SEO traffic split affected?<br />Do users start part-phrase keyword searching?<br />
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  14. 14. Consider for Christmas ...<br />Review how your SEO and PPC traffic has changed since 8th Sep on a channel level and keyword level<br />Optimise PPC for high traffic keywords and the relevant suggested keywords<br />Test PPC on part-phrase high traffic keywords<br />
  15. 15. 15% of brand traffic lost to competitors<br />Source: Hitwise<br />Protect your brand traffic<br />
  16. 16. Incrementality testing shows PPC brand traffic delivers a 30% uplift on SEO<br />Source: Net Media Planet (Retail Vertical)<br />
  17. 17. BEFORE<br />AFTER<br />
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  19. 19. Review manually if your branded terms are out of position or missing<br />Monitor competitor activity and automate response<br />Monitor URL hijacking and automate response<br />Consider for Christmas ...<br />
  20. 20. 2.<br />Find new traffic <br />and revenue<br />
  21. 21. Sophisticated video media targeting<br />
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  24. 24. An increase in response and saliency<br />You Tube clicks & impressions<br />Search Network clicks & impressions<br />
  25. 25. Placement targeted video search<br />Target your products on a granular level<br />Regularly refresh media plans to take advantage of new video uploads<br />Take advantage of social media buzz<br />Consider for Christmas ...<br />
  26. 26. 3.<br />3.<br />Understand consumer behaviour <br />
  27. 27. Evaluate Christmas 2009<br />Daily Sales at Christmas 2009<br />November Payday (25th - 27th)<br />Post Christmas Sales (Boxing Day)<br />Christmas <br />Day<br />Cyber Monday<br />(7th December)<br />Last delivery <br />date (18th- 22nd December)<br />Source: Net Media Planet (Retail Vertical)<br />
  28. 28. Analyse your specific brand’s paid search trends for Christmas 2009 <br />Measure early buying cycle interest in products e.g. product views, reviews read, social media buzz<br />Focus generic paid search strategy and click path analysis on early stage buying cycle product interest<br />Consider for Christmas ...<br />
  29. 29. Last delivery date<br />is a huge motivator<br />
  30. 30. Drive footfall using paid search and geo-location targeting<br />
  31. 31. Emphasize last date for delivery in adcopy<br />Test using paid search to drive footfall <br />Optimise Google Places to show nearest retail store location<br />Consider for Christmas ...<br />
  32. 32. “54% of users who researched online but bought offline used their mobile devices to conduct their search.”Source: Google<br />Take advantage of real time <br />researching<br />
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  34. 34. Drive competitor footfall into your store using paid search and geo-location targeting<br />
  35. 35. Test mobile search to attract footfall from competitor stores<br />Optimise Google Places to show nearest retail store location<br />Consider for Christmas ...<br />
  36. 36. Protect your brand traffic<br />Test placement based video targeting<br />Drive footfall through paid search<br />Top 3 Takeaways ...<br />
  37. 37. Thank you<br />Do you have any questions?<br />Sri Sharma<br />Managing Director<br />E. sri@netmediaplanet.com<br />T. +44 (0) 203 008 8321<br />@srisharma<br />www.netmediaplanet.com<br />

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