Paid Search Marketing Strategies for a Bumper Christmas
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Transcript of Paid Search Marketing Strategies for a Bumper Christmas
© 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
© 2010 Net Media Planet
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
© 2010 Net Media Planet
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)
© 2010 Net Media Planet
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. [email protected]. +44 (0) 203 008 [email protected]