© 2010 Net Media Planet

Paid Search Strategiesfor a Bumper ChristmasSri Sharma, Managing Director29th September 2010

© 2010 Net Media Planet

Introducing Net Media Planet

6 years experience as a leading Paid Search Marketing specialist agencyServices across paid search marketing, social media advertising and multichannel attributionExpertise in managing large complex accountsProvider of global paid search marketing services to leading brands across retail, finance and travel sectors

We are a dedicated Paid Search Marketing agency

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AgendaProtect your search traffic and sales

Find new traffic and revenue

Understand consumer behaviour

1.2.

3.

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Protect your search traffic and sales

1.

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Implications of Google Instant

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Hypothesize being tested

What is the effect on impressions and clicks?What is the effect on conversion rate?What is the impact on PPC long tail?Will cost per click be affected?How is the PPC / SEO traffic split affected?Do users start part-phrase keyword searching?

© 2010 Net Media Planet

© 2010 Net Media Planet

Hypothesize being tested

What is the effect on impressions and clicks?What is the effect on conversion rate?What is the impact on PPC long tail?Will cost per click be affected?How is the PPC / SEO traffic split affected?Do users start part-phrase keyword searching?

© 2010 Net Media Planet

© 2010 Net Media Planet

© 2010 Net Media Planet

Hypothesize being tested currently

What is the effect on impressions and clicks?What is the effect on conversion rate?What is the impact on PPC long tail?Will cost per click be affected?How is the PPC / SEO traffic split affected?Do users start part-phrase keyword searching?

© 2010 Net Media Planet

© 2010 Net Media Planet

© 2010 Net Media Planet

Consider for Christmas ...

Review how your SEO and PPC traffic has changed since 8th Sep on a channel level and keyword levelOptimise PPC for high traffic keywords and the relevant suggested keywordsTest PPC on part-phrase high traffic keywords

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Protect your brand traffic

15% of brand traffic lost to competitorsSource: Hitwise

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Incrementality testing shows PPC brand traffic delivers a 30% uplift on SEOSource: Net Media Planet (Retail Vertical)

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BEFORE

AFTER

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© 2010 Net Media Planet

Review manually if your branded terms are out of position or missingMonitor competitor activity and automate responseMonitor URL hijacking and automate response

Consider for Christmas ...

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Find new traffic and revenue

2.

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Sophisticated video media targeting

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© 2010 Net Media Planet

© 2010 Net Media Planet

An increase in response and saliency

Search Network clicks & impressions

You Tube clicks & impressions

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Placement targeted video searchTarget your products on a granular levelRegularly refresh media plans to take advantage of new video uploadsTake advantage of social media buzz

Consider for Christmas ...

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Understand consumer behaviour

3.3.

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Daily Sales at Christmas 2009

Evaluate Christmas 2009

November Payday (25th - 27th)

Cyber Monday(7th December)

Last delivery date (18th- 22nd December)

Christmas Day

Post Christmas Sales (Boxing Day)

Source: Net Media Planet (Retail Vertical)

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Analyse your specific brand’s paid search trends for Christmas 2009 Measure early buying cycle interest in products e.g. product views, reviews read, social media buzzFocus generic paid search strategy and click path analysis on early stage buying cycle product interest

Consider for Christmas ...

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Last delivery dateis a huge motivator

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Drive footfall using paid search and geo-location targeting

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Emphasize last date for delivery in adcopyTest using paid search to drive footfall Optimise Google Places to show nearest retail store location

Consider for Christmas ...

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“54% of users who researched online but bought offline used their mobile devices to conduct their search.”

Source: Google

Take advantage of real time researching

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© 2010 Net Media Planet

Drive competitor footfall into your store using paid search and geo-location targeting

© 2010 Net Media Planet

Test mobile search to attract footfall from competitor storesOptimise Google Places to show nearest retail store location

Consider for Christmas ...

© 2010 Net Media Planet

Protect your brand trafficTest placement based video targetingDrive footfall through paid search

Top 3 Takeaways ...

© 2010 Net Media Planet

Thank youDo you have any questions?Sri SharmaManaging DirectorE. sri@netmediaplanet.comT. +44 (0) 203 008 8321@srisharmawww.netmediaplanet.com