The document outlines five strategies to enhance audience engagement through performance marketing. Key methods include leveraging participant data, integrating various advertising channels, and optimizing landing pages based on testing. The focus is on creating relevant interactions that drive conversions and optimize costs across a multi-touch marketing journey.

1. 5 Relevancy Strategies to Break Through & Engage Your Audience
Q3 2014

2. Performics offers an end-to-end solution for
Performance Marketing execution and consulting.
Performics Overview

3. Agenda for Date
Time Item One
Time Item Two
Time Item Three
Time Item Four
Time Item Five
Time Item Six
Agenda
New Framework for Driving Performance
Today’s Multi-Touch Journey
Relevancy Deep Dive
5 Ways to Increase Relevancy:
• Leveraging participant data
• Integrating search, display & social
• Testing copy & landing pages
• Engaging in the new world of organic search
• Retargeting
Questions

4. 1. Visibility
Find participants across channels & devices
2. Relevancy
Create experiences that break through
clutter & drive qualified clicks
3. Conversion
Activate clicks, actions, leads, sales
4. Optimization
Continually improve results
4
Performance Activation Framework
More Relevant Ads = More Qualified Interactions = Less Costs & More Conversions

5. 5
Today’s Fluid Multi-Touch Journey

6. 5 Ways to Increase Relevancy
1. Leveraging participant data
2. Integrating search, display & social
3. Testing copy & landing pages
4. Engaging in the new world of
organic search
5. Retargeting

7. 1. See people through data
– Participant insights
– Social chatter
– Search keywords
– Browsing data
– Demographics
2. Create experiences that
are already optimized
because they’re informed
by participant engagement
metrics uncovered via
analytics
7
Leveraging Participant Data

8. Challenge
Software client needed to be nimble to capitalize on buzz, in real-time, around new
product announcement
Strategy
On launch day, we implemented bids, keywords & copy based on dynamic participant
data. We noticed higher-than-expected social conversations trending in anticipation;
we used these insights to build/refine copy & keywords.
Results
On announcement day, relevant ads drove 328% higher-than-average CTR, an all-time
high
8
Participant Data in Action

9. 5 Ways to Increase Relevancy
1. Leveraging participant data
2. Integrating search, display & social
3. Testing copy & landing pages
4. Engaging in the new world of
organic search
5. Retargeting

10. 1. Understand competitive/
participant landscape
– Right person, Right
channel, right device
2. Create cross-channel,
online-offline attribution
plans, media-mix models
3. Enable data collection
via tagging
4. Collect, report, optimize; shift
budget in real-time to
pounce on performance
10
Integrating Search, Display & Social

11. Challenge
Entertainment client sought to
increase brand keyword search volume
Strategy
Expand beyond paid search to display &
social with theory that visibility would create demand in search
– We tailored messaging through the journey
Results
• Brand search volume increased 21% in the 1st month & 46% in the 2nd
• Proof that display & social can not only drive direct conversions, but also fuel search
11
Integration in Action

12. 5 Ways to Increase Relevancy
1. Leveraging participant data
2. Integrating search, display & social
3. Testing copy & landing pages
4. Engaging in the new world of
organic search
5. Retargeting

13. 1. Define success
– Purchase, find store, sign-up
2. Optimize to success metrics
3. Create pre-click (ads) &
post-click (landing page)
experiences that convert
– Big ROI lies beyond the click
– Yet for every $92 spent acquiring visitors, only $1 is spent converting them*
– We routinely see 100%+ conversion rate increases via landing page testing (A/B, multivariate)
4. Never stop testing & learning
13
Keys to Testing
VS.
*Econsultancy (2012)

14. Landing Page Testing in Action
*Results may vary per brand/vertical. Test yourself!
Geo-Targeted
Landing Pages
Copy & imagery customized
to region
Gender
Landing Pages
Experiences aligned with
gender
Dynamic
Landing Pages
Elements (images, layouts, content)
change based on keywords,
location, or prior visits
Hispanic Landing
Pages & Insights
Experiences (language,
layout & imagery) designed
for Hispanics
Mobile
Landing Page & Insights
Experiences tailored to
mobile devices & associated
behaviors
12%
LIFT
41%
LIFT
83%
LIFT
420%
LIFT
27%
LIFT
17

15. 15
Copy/Creative: Testing
Identify
Business Goals
Identify
Challenges to
Achieving Goals
Identify
Learning Needs
to Overcome
Challenges
Develop
Hypotheses
Plan
Measurement,
Research, and
Testing
i.e. achieve $X
Cost-Per-
Acquisition for
Product
Campaigns
Uncertainty
around the
precise copy to
establish
relevancy with
searchers
Identify
language that
establishes
relevancy with
searchers, and
increases CTR,
decreases CPA
“Quality” is the
most relevant
qualifier when
referring to
retailer’s product
Copy Testing to
let market
determine
winner
FOREXAMPLE:

16. 5 Ways to Increase Relevancy
1. Leveraging participant data
2. Integrating search, display & social
3. Testing copy & landing pages
4. Engaging in the new world of
organic search
5. Retargeting

17. The New World of Organic Search
• Panda 4.0: Implications, Defenses & Opportunities
– May 20th organic algorithm update penalizing poor content,
rewarding quality relevant content
• eBay has lost 2/3rd of its organic real estate
– Now, we take a Performance Content approach
• Creating engaging experiences that are
awarded high rankings because
they’re relevant to users
– Opportunity if you’re losing organic traffic
– Can also use paid search to compensate for
organic loss

18. A lead gen client’s fragmented owned media ecosystem diluted its organic rankings, leaving paid
search as the primary traffic source. The client sought to improve SERP presence by amplifying paid &
organic, holistically.
Challenge
We aligned the client’s paid search team & web development
teams to unify keywords & content:
- Paid Strategy SWOT analysis identified keywords that had the highest
potential for organic performance
- Organic Strategy included content elements, technical site improvements
Solution
Organic
Strategy
Paid
Strategy
Organic in Action

19. Lead Gen Client: Results
Organic presence led
to an 14% increase in
paid search CTR
Paid search presence
led to 50% increase in
organic CTR
Paid & Organic Domination
Boosted Overall CTRs
Organic Advancement
Enabled Reduced Paid
Investment
12% increase in
applications Y/Y

20. 5 Ways to Increase Relevancy
1. Leveraging participant data
2. Integrating search, display & social
3. Testing copy & landing pages
4. Engaging in the new world of
organic search
5. Retargeting

21. 0.0%
0.5%
1.0%
1.5%
2.0%
2.5%
3.0%
0%
5%
10%
15%
20%
25%
30%
35%
Standard Campaigns Retargeted Campaigns
Conv. Rate CTR
Encourage repeat visitors to engage and generate Trial Downloads from a software website.
The results from RLSA ads over the standard campaigns:
1. Increased click-through rates 150%
2. Delivered a 164% greater conversion rate
3. Higher CTRs help boost Quality Score, resulting in lower CPCs
Performics recommended launching a remarketing campaign using a DMP/Tag Management
Solution. User pools were created within the platform to fit the target segment. These pools
included visitors that had previously clicked through to a product page, but did not initiate a
Trial. It also targeted users who initiated a Trial, but did not complete the process.
Challenge
Performance
Plan
more qualified
retargeted
audience
Driving Relevancy through Search Retargeting

22. Questions?
performics.com
facebook.com/performics
@performics
Dan Malachowski
Marketing Director, Content & Community
Dan.Malachowski@Performics.com