Winning strategies for paid search marketing

1,829 views

Published on

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

  • Be the first to like this

No Downloads
Views
Total views
1,829
On SlideShare
0
From Embeds
0
Number of Embeds
45
Actions
Shares
0
Downloads
29
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Winning strategies for paid search marketing

  1. 1. Winning Strategies: <br />for Paid Search<br />Sri Sharma. Managing Director<br />27th April 2010<br />
  2. 2. 0 1. Dominate through strategy<br />02. Fact based decision making<br />03. Test Test Test<br />
  3. 3. Integrated Marketing<br />1 <br />
  4. 4. Integrated Marketing<br />Builds awareness and promotes buying<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. Search & TVAdvertising<br />Search is the vital link between offline and online<br />
  6. 6. 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 />
  7. 7. 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 />
  8. 8. 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 />
  9. 9.
  10. 10. 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 />
  11. 11. Standard<br />Integrated<br />
  12. 12.
  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. Channel Analysis<br />Time of TV ad<br />Impressions<br />Period of Focus<br />
  15. 15. “Net Media Planet stand out from the crowd with great PPC strategy and implementation”<br />Results for the client: The Perfume Shop<br />
  16. 16. Managing <br />Competitor Threat<br />2 <br />
  17. 17. Managing Competitor Threat<br />Drive +15% additional revenue through effective competitor threat strategy and management<br />Monitor competitor activity and automate response<br />Monitor URL hijacking and automate response<br />Insight for competitor strategy<br />
  18. 18. BEFORE<br />AFTER<br />
  19. 19.
  20. 20. Brand Monitoring & Protection<br />Source: Net Media Planet Mercury technology platform<br />
  21. 21. Client: Singapore Airlines<br />Challenge<br />25% reduction in traffic on branded terms<br />Objective<br />Protect the brand and stem competitor leakage<br />Approach<br />Mercury Platform brand monitor and response technology employed to provide email / text alerts and weekend automated positional management.<br />Results<br />Clicks restored to previous levels within 24 hours and technology assures resolution within 30mins of future competitor attack<br />
  22. 22. Seasonality & <br />Trend Response<br />3<br />
  23. 23. Seasonality & Trend Response<br />Target the customer with the right products at the right time to drive increased conversion<br />Plan around the seasonal calender<br />Synchronise with promotional calender<br />Recognise trends in the industry or related industries<br />
  24. 24.
  25. 25. Google insights ‘Summer dresses’<br />Seasonality<br />
  26. 26.
  27. 27. Customer Journey Optimisation<br />1 <br />
  28. 28. 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 />
  29. 29. Insight from the Click Path<br />Lowest conversion rate<br />Lowest days to sale<br />Highest opportunity<br />
  30. 30. Results for client: Singapore Airlines<br />Increased brand sales from generic keywords by 23%<br />And some positive feedback:<br />“Net Media Planet are our innovative Paid Search partner and provide great value through their click path analysis insight.”<br />
  31. 31. Top 3 Takeaways<br />0 1. Dominate through strategy<br />02. Fact based decision making<br />03. Test Test Test<br />
  32. 32. 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 />

×