Uploaded byPaul Skirbe
Performance Marketing Strategy
This document provides an overview of a performance marketing strategy. It defines performance marketing and outlines how it can be used to identify and respond to customer moments to drive business outcomes. It presents a framework for performance marketing, including understanding customer intent, identifying where it fits, isolating desired actions, selecting channels, and tying results to business KPIs. The framework shows how different channels like paid search, social media, and display can be leveraged at different stages from awareness to conversion.
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Performance Marketing Strategy
- 1. Performance Marketing StrategyOverview Prepared by Paul Skirbe
- 2. • Define whatPerformance Marketing means and the value it provides to drive business outcomes PURPOSE
- 3. • Every singleday, there are moments where people are raising their hand, signaling an interest in a brand’s territory (this is pretty subjective, but essentially it’s anything directly or indirectly related to your brand.) • A Brand has the opportunity to own these customer moments and drive someone (closer) to the point of purchase. • Performance Marketing allows a brand to identify and respond to those moments and ultimately enabling marketers to drive better business outcomes. CUSTOMER MOMENTS THAT MATTER MOST
- 4. IDENTIFY MOMENTS THATMATTER THROUGH DATA DISCOVER RESEARCH BUY EACH DAY MANY AIMTO… WE CAN UNDERSTANDTHEIR INTENTTHROUGH… DECLARED SIGNALS INFERRED SIGNALS BEHAVIORAL SEARCH QUERIES SURVEYS CONTEXTUAL PSYCHOGRAPHIC SOCIAL
- 5. DISCOVER RESEARCH BUY EACH DAY MANYAIMTO… 480,000daily reach of US FB your audience per day 8,000searches for product category per day 100,000people in-market to buy your product per day 9,800Searches for your brand per day 51,960Visit website per day SIZE UP THE OPPORTUNITY TO PLAY IN OR OWN
- 6. Paid Search Lead Generation & Affiliates Content Generation Natural Search Performance Display Conversion Optimization Data& Insights Social Media Management Video Structured Data & Feeds RESPOND TO THESE MOMENTS THROUGH PERFORMANCE MARKETING
- 7. TO DRIVE MEASUREABLEBUSINESS OUTCOMES DISCOVER RESEARCH BUY COMPLETED VIEW CLICK TO A WEBSITE TRANSACTION MEASUREABLE BUSINESS OUTCOMES… RAISE AWARENESS BUILD FAMILIARITY DRIVE CONVERSIONS EACH DAY MANY AIM TO… TURN IT INTO AN ACTION…
- 8. BEYOND DIRECT RESPONSE CAMPAIGNS BENEFITS OFPERFORMANCE MARKETING TARGET ACCURACY ACCOUNTABILITY EFFICACY & EFFICIENCY Performance Marketing is more than a sale, it is about driving an action The future of traditional media is performance- based Data rules in the world of performance marketing enabling advertisers to have more relevant 1:1 conversations with customers, at scale Tie results into business outcomes Reach the customer where they are at greater scale and lower cost
- 9. PERFORMANCE MARKETING FRAMEWORK Principlesthat underpin the performance marketing framework: 1. Understand the consumer’s intent 2. Identify where Performance Marketing fits within the broader communications architecture 3. Isolate the desired consumer action 4. Classify which Performance Marketing channel best responds to the consumer 5. Create a channel strategy and tactical approach for activation 6. Develop measureable KPIs
- 10. EVALUATED BY: IMPRESSIONS: REACH: CPM CTR:CPC: CPV MAXIMIZE SCALE MAXIMIZE RESPONSE DESIRED ACTION: DISCOVERY RESEARCH OWNERSBUY CPA:SALES: HH PENETRATION REVIEWS, RECOMMENDATIONS MAXIMIZE PURCHASE MAXIMIZE SHARING CONSUMERS INTENT: Awareness Familiarity/ Consideration Conversion Advocacy PRIMARY PERFORMANCE MARKETING SPACE MARKETING ROLE: CHANNELS: PAID SOCIAL PAID SEARCH PAID SOCIAL PERFORMANCE DISPLAY PAID SEARCH PAID SOCIAL PERFORMANCE DISPLAY PERFORMANCE MARKETING FRAMEWORK
- 11. MAXIMIZE SCALE MAXIMIZE RESPONSE DESIRED ACTION: DISCOVERY RESEARCHOWNERSBUY MAXIMIZE PURCHASE MAXIMIZE SHARING CONSUMERS INTENT: Awareness Familiarity/ Consideration Conversion Advocacy MARKETING ROLE: Role: Educate the consumer on the product benefits and drive purchase intent Insights: Consumers are highly engaged among all social platforms; create content and offer Approach: Content-driven strategy Key Tactics: Advanced Persona Targeting, Reach & Frequency Buy KPI: CTR Role: Drive Conversion Insight: 76% of consumer researched online prior to purchasing Approach: Be Always-On Key Tactics: Website Retargeting KPI: ROAS PAID SOCIAL
- 12. MAXIMIZE SCALE MAXIMIZE RESPONSE DESIRED ACTION: DISCOVERY RESEARCHOWNERSBUY MAXIMIZE PURCHASE MAXIMIZE SHARING CONSUMERS INTENT: Awareness Familiarity/ Consideration Conversion AdvocacyMARKETING ROLE: Role: Capture consumers who have been inspired to learn more about your brand or similar products Insight: 72% of consumers went to search engine when starting their shopping journey Approach: Search is the Safety Net Key Tactics: Rich Paid Search Ads KPI: CTR & CPC Role: Educate consumers on the benefits of your products and drive purchase intent Insight: 68% of home electronics shopper journey is focused on research Approach: Make the .com the Go-To Source for Direct Searchers to owned assets Key Tactics: Use Paid Search with Current Asset to Inform KPI: CTR & CPC Role: Drive Conversion Insight: 76% of consumer researched online prior to purchasing Approach: Be Always-On Key Tactics: Drive Searchers Deep Within the Brand Website to Content KPI: ROAS PAID SEARCH
- 13. MAXIMIZE SCALE MAXIMIZE RESPONSE DESIRED ACTION: DISCOVERY RESEARCHOWNERSBUY MAXIMIZE PURCHASE MAXIMIZE SHARING CONSUMERS INTENT: Awareness Familiarity/ Consideration Conversion Advocacy MARKETING ROLE: Active Role: Fill the funnel Insights: Consumers are constantly engaged with digital and mobile channels throughout the day. Approach: Hyper-segmentation Key Tactics: Look-A-Like Targeting, offline purchase intent targeting, Additional Prospecting KPI: CTR Active Role: Drive Conversion Insight: 76% of consumer researched online prior to purchasing Approach: Be Always-On Key Tactics: Website Retargeting KPI: ROAS PERFORMANCE DISPLAY &VIDEO
- 14. MAXIMIZE SCALE MAXIMIZE RESPONSE DESIRED ACTION: DISCOVERY RESEARCHOWNERSBUY MAXIMIZE PURCHASE MAXIMIZE SHARING CONSUMERS INTENT: Awareness Familiarity/ Consideration Conversion AdvocacyMARKETING ROLE: Role: Drive Conversion Insight: 76% of consumer researched online prior to purchasing Approach: Be Always-On Key Tactics: Product Listing Ads KPI: ROAS STRUCTURED DATA & FEEDS
- 15. Guidelines INTRODUCE INTRODUCEEDUCATE CONVERT Priority Performance Media Tactics Paid Social Non-brand tech-related keywords Performance Video/Display Paid Social Non-brand product keywords Performance Video/Display Paid Social PLA Brand Product Keywords Retargeting/RLSA Paid Social Opportunity to Scale (Inventory) High High Medium Low Likelihood of Sales Conversion None None Low High Primary Raw KPI Reach/Impressions/GRP Click/View (Retargeting Pool) Visit/CompletedViews Sales Primary Efficiency KPI CPM, Cost Per Reach Cost Per Click, Cost PerView Cost PerVisit, Cost Per CompletedView ROAS Secondary KPI(s) CTR, CVR Visit Rate (Visits/Clicks), Complete Rate Conversion Rate Effect on retargeting/Sequencing Tactics should build scalable retargeting pools Tactics should build scalable retargeting pools Tactics should build high intent retargeting pools Use PoolsTo Convert/Progress People Through Funnel AWARENESS COMMUNICATION BUCKETS FAMILIARITY CONSIDERATION CONVERSION DATA & MEASUREMENT PLAN