New ways to drive revenue from ppc sri sharma - net media planet
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Transcript of New ways to drive revenue from ppc sri sharma - net media planet
© 2011 Net Media Planet
New ways to drive Revenue
from PPC
Sri Sharma, Managing Director
October 2011
© 2011 Net Media Planet
Award-winning paid search agency helping ambitious
clients maximise the potential of their online marketing
Net Media Planet The PPC People
© 2011 Net Media Planet
Thinking differently?
Millions of advertisers
Hundreds of thousands of affiliates
Thousands of agencies
© 2011 Net Media Planet
Video search
Mobile search
International search
© 2011 Net Media Planet
Driving performance from
YouTube
© 2011 Net Media Planet
© 2011 Net Media Planet
Our Approach: search meet display
© 2011 Net Media Planet
Think Customer Customer demographics
Customer psychographics
© 2011 Net Media Planet
Target relevant media
© 2011 Net Media Planet
Build scale Extend themes
Target demographics individually
Update schedule regularly
© 2011 Net Media Planet
Target demographics
© 2011 Net Media Planet
Test Text ads vs Image ads
Keep ads fresh
© 2011 Net Media Planet
Take advantage of
SOCIAL BUZZ
© 2011 Net Media Planet
© 2011 Net Media Planet
1
3 2
© 2011 Net Media Planet
Test YouTube for sales and brand awareness
Connect with the customer - be hyper relevant
Use Image ads over Text ads
Take advantage of social media buzz
Google TV?
Consider ...
© 2011 Net Media Planet
© 2011 Net Media Planet
Drive Revenue
from mobile
© 2011 Net Media Planet
You’re doing mobile PPC right?
Impressions by device relative to Desktop
Source: Net Media Planet (Retail); Q1-2 2011
7%
5.5%
© 2011 Net Media Planet
Take advantage of lower CPCs in the run up to Xmas
CPC by device
43%
72%
Source: Net Media Planet (Retail); Q1-2 2011
© 2011 Net Media Planet
Understand your customer and drive higher revenue
AOV by Device
Source: Net Media Planet (Retail); Q1-2 2011
© 2011 Net Media Planet
Analyse by Mobile Operator to identify opportunities
Source: Net Media Planet (Fashion Retail); Sep-Oct 2011
Co
nv
ers
ion
rate
Conversion Rate by Mobile operator
1.10%
0.30%
2.50%
1.40%
1.70%
© 2011 Net Media Planet
Optimise your PPC by time of day
% Sales by Time of Day: Desktop vs Mobile vs Tablet
0
0.01
0.02
0.03
0.04
0.05
0.06
0.07
0.08
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24
Mobile
Tablet
Desktop
Sales
Indexed
100%
Source: Net Media Planet (Retail); Q1-2 2011 Hrs of day
© 2011 Net Media Planet
Simplicity of m-commerce
Click to Call
© 2011 Net Media Planet
Simplicity of m-commerce
NFC bridges online/offline
© 2011 Net Media Planet
Target devices seperately to improve ROI
Use messaging to improve AOV on tablets
Maximise sales through time of day optimisation
Leverage Click to Call
Stay close to NFC
Consider ...
© 2011 Net Media Planet 27
“UK disposable income drops
7.9% year on year”
Source: Asda Income Tracker (September 2011)
“UK Economy slowed to 0.2%
growth”
Source: ONS, GDP (Q2 2011)
“UK economy represents
2.98% of the World economy”
Source: EconomyWatch (2010)
© 2011 Net Media Planet
Ecommerce Sales in Western Europe are rising
faster than in the UK
28
B2C Ecommerce Sales in Western Europe*
Source: eMarketing (July 2011), *France, Germany, Italy, Spain in Billions
© 2011 Net Media Planet
Customer
Competitors
Regulatory & compliance
Operations
International expansion challenges
x no. of Markets
© 2011 Net Media Planet
Drive incremental
international revenue
Build the international
expansion business case
© 2011 Net Media Planet
Simplify your choice of
global advertising platforms
© 2011 Net Media Planet
Google own 90% of the search market globally
Source: StatsCounter Global Stats, iResearch via Econsultancy (July 2010), Lenta.ru, Nielson online (May 2010) via Searchblog.asia
Global Search Engine market share
© 2011 Net Media Planet
Google own 98% of the mobile search market globally
Source: StatsCounter Global Stats (July 2010) via Econsultancy,
Global Mobile Search Engine market share
© 2011 Net Media Planet
Facebook dominates the global social network market
Source: Vincos.it (June 2011)
Social map of the world
© 2011 Net Media Planet
Localise your
marketing
© 2011 Net Media Planet
On-site localisation improves conversion rate
36
Source: Net Media Planet clients
Conversion
Rate
Indexed
English language
site in £
Local language
bridge page with
English site
Localised site
& currency
1.0 1.2x 1.7x
© 2011 Net Media Planet
© 2011 Net Media Planet 38
“Autumn
collection out
now”
“Fall collection
out now”
+ 25%
CR
Source: Net Media Planet (Fashion Retail)
Message localisation Even across English speaking countries
© 2011 Net Media Planet
Expand internationally
through paid search
© 2011 Net Media Planet
P&O Ferries DE
Objectives in 2005:
Gain strategic insights
Expand brand awareness
Drive sales
© 2011 Net Media Planet
Non-branded Paid Search
strategy
© 2011 Net Media Planet
Brand awareness grew through Paid Search
Brand impressions over time
2005 2006 2007 2008 2009 2010 2011
Brand
impressions
Years
© 2011 Net Media Planet
New revenue opportunities in international
markets
Take an incremental approach
Localisation of marketing is vital
Consider ...
© 2011 Net Media Planet
Understand your customer mindset and drive
incremental sales on YouTube
Analyse your mobile data and find new ways to
improve performance
Find new revenue on foreign shores
© 2011 Net Media Planet
Thank you
Contact:
0203 008 8321
Tel:
0203 008 8321
Blog:
netmediaplanet.com/blog
Stay in touch!
@netmediaplanet
@srisharma