CEE Internet Oranges
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Transcript of CEE Internet Oranges
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FIRST STORY
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2 KINDS OF ORANGES.COMBINE THEM
TO GET THE BEST RESULTS.
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WHAT DID YOU SAY?2 KINDS OF ORANGES?
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CLASSIC.
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NAVEL.
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SECOND STORY
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JEREMIAH OWYANGFORRESTER RESEARCH
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WHAT DID YOU SAY?2 KINDS OF PPC?
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2 KINDS OF PPCCOMBINE THEM TO GET THE BEST RESULTS
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PPC – SEARCH ADSDIRECT RESPONSE, SEM
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PPC – CONTEXTUAL DIRECT RESPONSE+ BRAND
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QUESTION?
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30003000
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ETARGET
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ETARGET=
PPC ADVERTISING WITH BRAND EXTENSION NAVEL
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WWW.MY-SITE.COMDOES NOT HAVE
ENOUGH VISITORS
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WEBSITE
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WEBSITE
PPC (ETARGET)
EMAILSEO
CONTENT
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PPC – SEARCH ADS
LOW BUDGET, CONTROL OVER BUDGET
PRECISE TARGETING
FLEXIBILITY
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WHEN SEARCH IS NOT THE BEST OPTION
TOO MUCH COMPETITION
LOW CONVERSION
BRAND ADVERTISING
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SEARCH IS OK
LAST KICK BEFORE ACTION
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SEARCH IS NO-NO
LESS KNOWN PRODUCT
OR
TAKE CUSTOMERS FROM COMPETITION
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A I D A
ATTENTION INTEREST DESIRE ACTION = SEARCH
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A I D A
ATTENTION INTEREST DESIRE ACTION
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A I D A
ATTENTION INTEREST DESIRE NOT ONLY ACTION
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JEREMIAH OWYANGFORRESTER RESEARCH
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PPC - CONTEXTUAL:
PRODUCT TARGETINGCUSTOMER TARGETING
BROAD
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TV, RADIOPRINT, BANNERS
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PRINT WEBSITE (PPC)
FEW SECONDS
LOWATTENTION
1-10 MINUT
FULLATTENTION
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~20% TRUSTS ADVERTISING
60% TRUSTS WHAT COMPANY WEBSITE SAYS
(NIELSEN RESEARCH)
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CUSTOM ATTRIBUTION
METHOD
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50% MORE FOR BRAND ADS
23% INCREASE IN ROI
6% LOWER COST FOR CUSTOMER ACQUISITION
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COUPLE OF WEEKSLATER...
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BRAND LOYALTY
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A I D A
ATTENTION INTEREST DESIRE NOT ONLY ACTION
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THANK [email protected]