Amir yarkoni In House SEM decision support-online-marketing
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Decision Making in Online Marketing
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Transcript of Amir yarkoni In House SEM decision support-online-marketing
Decision Making in Online Marketing
Agenda • High level decisions
• Decision making – SEO & PPC
• Recap and takeaways
About me
• From macro to micro, in business we have to make
decisions on a daily basis
• But as online marketers, we face an extremely dynamic environment
• We need to rely on partial data and fast-changing conditions
Why is it important?
Decision making – high level
Let us consider some examples
• But….the world is changing! Additional online consumer markets emerge
Decision process• Where are others advertising?
• Small scale PPC tests
• Example: pinpointing smartphone users in developing countries
Which geographical markets to enter?
High Level Decisions >
• Mobile Web experience -~ Mobile app
• Why app?• Extra functionality (e.g. push notifications)
• Real-estate on devices• Why not?• Resource intensive
Classic cost/benefit decision
To App or not to App?
High Level Decisions >
Decision making – SEO & PPC
Which SEO tactics to choose?
• Build “SEO content” and “link networks”?
• Invest in real value to user: real product, quality content in various formats?
• Avoid “SEO sections” , “SEO content”
• SEO is changing, inseparable from marketing
• Avoid algorithm shift effects: think long term
Decision making – SEO >
• A critical decision
• Based on lifetime client value (LTV)
• Never enough data (unless you’re Amazon…etc.)
• Need a projection model
?
How do I determine CPA targets?
Decision making – PPC >
• At least 50% of the PPC manager time should be
spent on making decisions
• How does your organization handle data overload?
more details at: http://www.edge.bi
Decision making – PPC >
Recap and takeaways
Decision making in online is short term due to the extreme rate of changes
• Build agile systems and get ready to make quick changes• Don’t fall in love with your products and strategies • You’ve heard it a million times..but – always make decisions with a sharp focus on the user
•
Find more info at:
• http://www.seperia.com
• http://college.seperia.com (Hebrew)
THANK Y U
