Strategies for Integrating Paid Search: with Offline Activity to improve ROI<br />Sri Sharma.   Managing Director<br />29t...
It pays to think holistically<br />	Customers who purchase from a brand/advertiser through multiple channels spend 14 perc...
What’s Integrated Marketing?<br />An holistic approach to promote buying and selling and building brand awareness across t...
Integrated Marketing Includes<br />Online Channels<br />Organic search<br />Paid Search<br />Display<br />Social Media<br ...
Users move across channels before purchasing<br />Build on a theme and message<br />Different channels provide different m...
Search &  TVAdvertising<br />	37% of people would see a TV advert and be prompted to go onto a search engine<br />Source: ...
Approach to Integrated Marketing<br />Understand the offline marketing campaign & objectives<br />Set online Paid Search g...
Offline TV Campaign <br />Brand awareness creation around the X Factor<br />Audience fit  targeting Females 16-35<br />Pro...
Approach to Integrated Marketing<br />Understand the offline marketing campaign & objectives<br />Set online Paid Search g...
Objectives<br />The Perfume Shop:<br />Increase no. of sales<br />Increase traffic to website<br />Hit monthly target CPA<...
Approach to Integrated Marketing<br />Understand the offline marketing campaign & objectives<br />Set online Paid Search g...
TPS User Journey<br />Consumer searches online for the website and researches the specific product and offer  <br />Consum...
Approach to Integrated Marketing<br />Understand the offline marketing campaign & objectives<br />Set online Paid Search g...
Integrate Planning & Scheduling<br />Drives coherency for the consumer and a better return for the brand<br />TV<br />What...
Integrate Planning & Scheduling<br />Drives coherency for the consumer and a better return for the brand<br />Paid Search<...
Approach to Integrated Marketing<br />Understand the offline marketing campaign & objectives<br />Set online Paid Search g...
Resonate through messaging<br />Translate and reinforce key messages to convert interest into sales<br />Convey the messag...
Standard<br />Integrated<br />
Approach to Integrated Marketing<br />Understand the offline marketing campaign & objectives<br />Set online Paid Search g...
Extend the reach<br />Increase brand saliency and future customer acquisition.<br />Identify websites that share commonali...
Approach to Integrated Marketing<br />Understand the offline marketing campaign & objectives<br />Set online Paid Search g...
Customer Journey optimisation<br />Analyse the consumer’s journey to improve ROI<br />Analyse the channel journey<br />att...
Channel Analysis<br />Time of TV ad<br />Impressions<br />Period of Focus<br />
“Net Media Planet stand out from the crowd with great PPC strategy and implementation”<br />Results for the client: The Pe...
Thank you<br />Do you have any questions?<br />Sri Sharma<br />Managing Director<br />E. sri@netmediaplanet.com<br />T. +4...
Upcoming SlideShare
Loading in …5
×

Strategies for integrating paid search with offline activity to improve return on investment

1,258 views

Published on

Strategies for integrating paid search with offline activity to improve roi - real examples and methodology on to achieve it

Published in: Business, Technology
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
1,258
On SlideShare
0
From Embeds
0
Number of Embeds
38
Actions
Shares
0
Downloads
43
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

Strategies for integrating paid search with offline activity to improve return on investment

  1. 1. Strategies for Integrating Paid Search: with Offline Activity to improve ROI<br />Sri Sharma. Managing Director<br />29th April 2010<br />
  2. 2. It pays to think holistically<br /> Customers who purchase from a brand/advertiser through multiple channels spend 14 percent more annually on average than their single-channel Counterparts.<br /> Source: Jupiter Research<br />
  3. 3. What’s Integrated Marketing?<br />An holistic approach to promote buying and selling and building brand awareness across two or more online and offline media channels.<br />
  4. 4. Integrated Marketing Includes<br />Online Channels<br />Organic search<br />Paid Search<br />Display<br />Social Media<br />Email<br />Offline Channels<br />Television<br />Print<br />Radio<br />Direct Mail<br />Outdoor<br />
  5. 5. Users move across channels before purchasing<br />Build on a theme and message<br />Different channels provide different marketing benefits<br />Why Integrate? <br />Drive increased brand awareness, traffic and promotes buying<br />
  6. 6. Search & TVAdvertising<br /> 37% of people would see a TV advert and be prompted to go onto a search engine<br />Source: Jupiter Research<br />
  7. 7. Approach to Integrated Marketing<br />Understand the offline marketing campaign & objectives<br />Set online Paid Search goals and objectives<br />Model the user journey<br />Integrate planning and scheduling<br />Resonate through messaging<br />Extend reach<br />Multi-channel analysis<br />
  8. 8. Offline TV Campaign <br />Brand awareness creation around the X Factor<br />Audience fit targeting Females 16-35<br />Promote The Perfume Shop brand in conjunction with leading perfume brands<br />Highly specific product targeting and offer driven<br />
  9. 9. Approach to Integrated Marketing<br />Understand the offline marketing campaign & objectives<br />Set online Paid Search goals and objectives<br />Model the user journey<br />Integrate planning and scheduling<br />Resonate through messaging<br />Extend reach<br />Multi-channel analysis<br />
  10. 10. Objectives<br />The Perfume Shop:<br />Increase no. of sales<br />Increase traffic to website<br />Hit monthly target CPA<br />
  11. 11. Approach to Integrated Marketing<br />Understand the offline marketing campaign & objectives<br />Set online Paid Search goals and objectives<br />Model the user journey<br />Integrate planning and scheduling<br />Resonate through messaging<br />Extend reach<br />Multi-channel analysis<br />
  12. 12. TPS User Journey<br />Consumer searches online for the website and researches the specific product and offer <br />Consumer has basic or no awareness of ‘The Perfume Shop’ brand<br />Consumer sees the ‘The Perfume Shop’ TV ad<br />Consumer purchases<br />Consumer searches online for the website and researches the specific product & offer <br />Consumer sees the ‘The Perfume Shop’ TV ad <br />Consumer has basic or no awareness of ‘The Perfume Shop’ brand<br />Consumer returns to the TPS website and purchases<br />Consumer researches on competitor websites <br />
  13. 13. Approach to Integrated Marketing<br />Understand the offline marketing campaign & objectives<br />Set online Paid Search goals and objectives<br />Model the user journey<br />Integrate planning and scheduling<br />Resonate through messaging<br />Extend reach<br />Multi-channel analysis<br />
  14. 14. Integrate Planning & Scheduling<br />Drives coherency for the consumer and a better return for the brand<br />TV<br />What medium?<br />When would the offline ads appear?<br />Where would the offline ads appear?<br />
  15. 15. Integrate Planning & Scheduling<br />Drives coherency for the consumer and a better return for the brand<br />Paid Search<br />Define the keyword strategy<br />Target specific times and duration around the offline campaign schedule<br />Target specific audience geographic locations<br />Target specific demographics through adcopy and search engine<br />
  16. 16.
  17. 17.
  18. 18. Approach to Integrated Marketing<br />Understand the offline marketing campaign & objectives<br />Set online Paid Search goals and objectives<br />Model the user journey<br />Integrate planning and scheduling<br />Resonate through messaging<br />Extend reach<br />Multi-channel analysis<br />
  19. 19. Resonate through messaging<br />Translate and reinforce key messages to convert interest into sales<br />Convey the message<br />Mirror tone and phraseology<br />Match specific phrases from the offline ads<br />Use sitelinks and bespoke landing pages<br />Convey the sentiment<br />People buy because of how a product makes them feel<br />What does the voice over say and how?<br />What is the strapline?<br />
  20. 20. Standard<br />Integrated<br />
  21. 21.
  22. 22. Approach to Integrated Marketing<br />Understand the offline marketing campaign & objectives<br />Set online Paid Search goals and objectives<br />Model the user journey<br />Integrate planning and scheduling<br />Resonate through messaging<br />Extend reach<br />Multi-channel analysis<br />
  23. 23. Extend the reach<br />Increase brand saliency and future customer acquisition.<br />Identify websites that share commonality with the offline ad audience<br />Google content network and social advertising<br />Define the keyword strategy<br />Target specific times and duration around the offline campaign schedule<br />Target specific audience geographic locations<br />Target specific demographics<br />
  24. 24.
  25. 25.
  26. 26. Approach to Integrated Marketing<br />Understand the offline marketing campaign & objectives<br />Set online Paid Search goals and objectives<br />Model the user journey<br />Integrate planning and scheduling<br />Resonate through messaging<br />Extend reach<br />Multi-channel analysis<br />
  27. 27. Customer Journey optimisation<br />Analyse the consumer’s journey to improve ROI<br />Analyse the channel journey<br />attribute value <br />Optimise budget allocation<br />Optimise targeting<br />Analyse multichannel<br />Attribute value<br />Optimise budget allocation<br />Optimise focus<br />
  28. 28. Channel Analysis<br />Time of TV ad<br />Impressions<br />Period of Focus<br />
  29. 29. “Net Media Planet stand out from the crowd with great PPC strategy and implementation”<br />Results for the client: The Perfume Shop<br />
  30. 30. 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 />www.netmediaplanet.com<br />

×