Effectively Managing Online Marketing Programs
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Transcript of Effectively Managing Online Marketing Programs
Effectively Managing Online Marketing Programs
The webcast will review several different models for managing your online marketing, as well as discuss the technology, skill sets, and processes needed to have a successful paid search program.
Presented by:Eric Waldinger, Practice Leader, Aquent Craig Macdonald, Senior VP & CMO, Covario
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Effectively Managing Online Marketing Programs
Presented by:Craig Macdonald & Eric Waldinger
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Driving Leads is the High Priority in Marketing
• The economy is forcing a focus on lead generation …
• … and SEO is one of the top priorities in driving leads
Organic Search – The New Old Thing
• SEO is the leading tactic in lead gen in 2009
• Moreso than PPC, Display or email
• This is particularly true for larger companies
Search Continues to be Lead Interactive Media Channel
Major Issues Facing Advertisers
• Search continues to be a key interactive marketing channel
• However, it is becoming “expensive”
• Major issue is integration of search into all other forms of media
• Major issue is that the alignment of incentives with agency model is becoming problematic
• Leading to insourcing
Three Options for Managing Search Programs
1. Leveraging a search agency
2. Manage program in-house
3. B-O-T: Build Operate Transfer
Majority of Firms (54%) Outsource To Agencies – Stand Alone Software Represents 21% of Market
1. Agency Model
• Pro’s• Agency manages the headcount risk• Fast time to market with programs• Agency brings expertise and technology (?)
• Con’s • Loss of control over IP for important advertising panel• Requires governance – few global agencies• Misalignment of incentives
• Pricing• 5-15% of media spend (PPC)
• Application• Brand companies (Pharma, CPG, Tech, Telco, Auto)
2. In House Management
• Pro’s• Direct control over program• IP around program remains inhouse• Aligned incentives
• Con’s • Headcount and technology procurement risk• Slower time to market (long time to build program maturity)• Difficult to scale
• Pricing• Headcount – 3%• Technology 2-4%
• Application• Direct commerce (retail, ecommerce, FS, travel)
3. Build-Operate-Transfer
• Pro’s• Time to market is controlled• Risk for headcount and technology is mitgated• IP around program remains in-house
• Con’s • Ongoing execution risk• Transfer may never happen• Initial pricing for agency is high
• Pricing• Year 1 – 15%• Year >2 – 2-5%
B-O-T Examples
• Media company – Technology setup, recruiting, and training• Job site – 6 month project to do media buying, documentation of process• Travel site – 6 month project to setup technology, do media buying, hire and train
In-house and BOT Considerations
• People• Senior director • Media buyer (1 FTE per $1-5M in
media spend)• Support for WA team internally (IT
support)• Landing page control (IT support)
• Technology• Bid mgmt system• Reporting system• Web analytics• LP testing
Bid System Vendor EvaluationWeb Analytics Systems Agency Systems
Technical Capabilities
Covario Importance Weighting
Web trends
Omni ture
Core metrics iProspect iCrossing Did-It 360i
Search Rev
Efficient Frontier
Decide DNA Impaqt Reprise Resolution
Direct Transactional API Integration 20% 70.0 87.5 70.0 70.0 70.0 70.0 70.0 82.5 70.0 70.0 87.5 87.5 87.5Campaign Management 30% 95.0 83.8 72.5 31.8 30.5 22.8 53.0 42.5 45.5 43.8 36.8 47.3 44.3International Capabilities 5% 35.5 62.0 31.5 29.5 33.5 21.5 21.5 31.5 27.5 66.3 21.5 27.5 27.5Analytics Capabilities 25% 85.0 56.3 57.5 54.5 54.5 43.0 74.5 62.8 66.8 43.3 35.0 59.8 57.8Reporting Capabilities 20% 48.8 62.5 52.5 37.5 37.5 37.5 37.5 37.5 37.5 37.5 37.5 37.5 37.5Total Relevance 100% 75.3 72.3 62.2 46.1 46.0 40.2 57.1 54.0 53.2 48.8 45.9 55.5 54.1Pricing (% media) 2-4% 1-2% 2-3% NA NA NA NA NA NA NA NA NA NAOther FactorsVenture Backed Venture Public Venture Aegis Public Private Private AKQA Private WPP Private IPG OMG
Search Engines Enterprise Independents Mid Market Independents
Technical Capabilities
Covario Importance Weighting Google
Google-DART Yahoo MSN
MSN-Atlas Marin
Search force
eSearch Vision Clickable Kenshoo Acquisio
Direct Transactional API Integration 20% 57.5 87.5 60.0 55.0 87.5 90.0 77.5 70.0 85.0 72.5 85.0Campaign Management 30% 62.8 70.5 39.0 29.8 63.8 51.8 37.0 94.5 21.3 31.8 45.0International Capabilities 5% 82.5 77.5 76.5 50.0 70.0 27.5 27.5 54.3 37.5 50.0 37.5Analytics Capabilities 25% 29.8 62.8 22.0 16.0 37.5 55.0 63.0 71.8 31.5 31.5 31.5Reporting Capabilities 20% 47.5 62.5 47.5 47.5 62.5 37.5 37.5 42.5 42.5 42.5 46.3Total Relevance 100% 51.4 70.7 42.5 35.9 62.0 56.2 51.2 71.5 41.6 42.9 49.5PricingPricing (% media) 0% 2-5% 0% 0% 2-4% 1-2% 3-5% 4-5% Low Low LowOther FactorsVenture Backed Public Public Public Public Public $25M Venture Venture $20.5M Sequoia ???
CONFIDENTIAL, Covario, Inc. DO NOT DISTRIBUTE
Conclusions
• Search continues to be a key interactive marketing channel
• Major issue is integration of search into all other forms of media
• Being good at search is becoming more complex
• Trend toward in-sourcing is moving from retail/ecomm to other fields
• B-O-T model offers a way to bring search inhouse with lower risk
What should a in-house resource do?
• Branded vs. Non Branded Key Word• Bidding Strategy• Copy Audit• Account Structure Audit• Landing Page Audit
Key Roles: SEM Manager
• Promote websites by increasing search engine visibility
• Manage day-to-day search marketing efforts - keyword bidding, copy, & optimization
• Manage & execute operations across various media
• Develop & sustain relationships with advertising partners
• Report & analyze advertising performance on a monthly basis
• Prepare & monitor annual advertising budget
• Propose new advertising ideas
High-level requirements for a successful centralized supply model
• Resources involved in strategy, planning and analytics should be core staff.
• Leverage data management/content management
• Focus on performance indicators with media suppliers – build direct relationships and compensation based on key performance indicators.
• Centralized strategy functions must include centralized SEM/ SEO
• Brand building (internet space) will be the result of effective execution not a standalone goal
Key Activities
• Develop, implement and continuously optimize online marketing strategy and specific online marketing campaigns for enterprise initiatives
• Ensure strategic alignment, documentation, cross-team and business community understanding and effective ongoing analytics and success measurement.
• Leverage existing web assets and content delivery methodologies to conceive, develop and deliver packaged interactive marketing initiatives.
• Develop and manage conversion measurement methodologies and develop reporting for all online marketing activities.
• Assess your current situation
• Identify your landing pages and check that they are indexed
• Check you and competitors’ search rankings
• Check keyword demand via search engine keyword tools
• Discover missed opportunities
• Project future traffic
• Project future conversions
Developing & Measuring Successful SEM Program
• Keyword planning to drive the most qualified
• Types of keyword bidding (gap surfing, bid jamming, friendly URL)
• Selecting your bid strategy
• Managing keyword bids
• Optimizing ad copy and landing pages
Optimizing & Reviewing Program Results
SEM Best Practices
• QA landing pages with the Campaign Approval Worksheet before going live.
• Read industry articles, take classes, attend conferences to stay on top of trends and changes.
• Cross-train and discuss day to day successes and struggles.
• Ban frames, pop-up windows, "meta refresh" tags from landing pages.
• Do not allow pages to exceed 100K.
• All web pages must completely load within 10 seconds.
• Create and maintain centralized keyword management database
• Create and maintain a database of all paid search requests to check for keyword conflict between business units
• If you run a geo-targeted campaign, then you should run a separate national campaign to ensure full visibility in all markets.
• If you run a search and content campaigns for the same group of keywords, then they should be separate campaigns in order to accurately monitor progress.
• If you see a consistently high CTR but a low conversion rate = possible landing page issue
• If you see a high number of clicks and a low CTR = possible ad copy issue
• Maintain 3 versions of ad copy per ad group and rotate highest performing versions through a monthly ad copy audit.
SEM Best Practices, cont.