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Learn about the latest insights from search marketing and approaches to make your online marketing successful in 2011!
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© 2011 Net Media Planet
Search Marketing Opportunities in 2011Sri Sharma, Managing Director26th January 2011
© 2011 Net Media Planet
Introducing Net Media Planet
6 years experience as a leading Paid Search Marketing specialist agencyServices across paid search, display, social media advertising and multi-channel 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
© 2011 Net Media Planet
Where search is todayConsumers have more ways to search
A better user experience of search
Social and search are getting closer
Search is better integrated with other channels
ROI remains No. 1 focus
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© 2011 Net Media Planet
5 ways to unlock opportunities for Search Marketing in 2011
© 2011 Net Media Planet
Maximise your reach
© 2011 Net Media Planet
Google concernsLoss of search revenue to FacebookLoss of search revenue to Bing!/Yahoo
© 2011 Net Media Planet
© 2011 Net Media Planet
© 2011 Net Media Planet
Maximise full search engines coverageTrial social advertising for engagement or direct responseExtend targeted display network coverage
Consider ...
© 2011 Net Media Planet
Improve your multi-channel optimisation
© 2011 Net Media Planet
The User Journey in Travel
Consumer sees a TV advert for an airline sale offer
Reminded through a display advert on Facebook. Click s advert to visit website
Researches competitor airline offers
Uses search engine, visits original website through PPC. Researches travel dates
Reminded of sale ending by viewing an advert in Print
Uses a search engine to visit original website through SEO. Buys his airline ticket
© 2011 Net Media Planet
Facebook Advertising Natural Search PPC0%
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19%15%
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63%
Initiator Contributor Converter
How different marketing channels contribute to sale as initiator, contributor
and last converting click
Source: Net Media Planet (Travel)
© 2011 Net Media Planet
Create a multi channel view of your overall marketingScenario plan alternative attribution models beyond last clickGenerate insights that lead to more profitable strategies
Consider ...
© 2011 Net Media Planet
Increase use of Paid Search Marketing on YouTube and prepare for Google TV
© 2011 Net Media Planet
© 2011 Net Media Planet
ObjectiveExplore a new channel for reaching customersRaise the profile of The Perfume ShopDrive a positive ROI
ApproachTarget The Perfume Shop audience - celebrity fans, 16-36, femalesTarget key celebrity video content with specific celebrity branded perfume advertsExecute on scale using methodology/technology
© 2011 Net Media Planet
© 2011 Net Media Planet
9 million views of The Perfume Shop video advertising, comparable to TV reach+236% ROI on a view through basisHigher Revenue than from PPC on search engines
Results
© 2011 Net Media Planet
An increase in response and saliency
Search Network clicks & impressions
You Tube clicks & impressions
© 2011 Net Media Planet
Trial YouTube Google display advertisingTarget your customer audience - be ultra relevantTake advantage of social media buzzYouTube as a testing ground for Google TV (YouTube.com/leanback)
Consider ...
© 2011 Net Media Planet
© 2011 Net Media Planet
Maximise the value of your Paid Search Marketing
© 2011 Net Media Planet
Brand’s PPC
Competitor PPC
Brand’s SEO
© 2011 Net Media Planet
To identify the incremental value that PPC brings to SEO across keyword categories and time
Measure PPC+SEO channels versus SEO only channel across keyword categories Measure across time incrementsNormalize seasonality
Objective
Approach
© 2011 Net Media Planet
Incrementality testing shows value of PPC compared to SEO
Source: Net Media Planet (Retail Vertical)
© 2011 Net Media Planet
PPC incremental profit over 24hours
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Incremental Profit
Source: Net Media Planet (Retail)
© 2011 Net Media Planet
Run incrementality tests to optimise ROI across channels
Trial positional change tests
Consider ...
© 2011 Net Media Planet
Drive Revenue from mobile
© 2010 Net Media Planet
“Mobile search advertising spend will rise from £10M in 2010 to £500M by 2015.”
Source: Mobilesquared
© 2011 Net Media Planet
170% growth in revenue from mobile paid search marketing
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Conversions Exponential (Conversions)
Source: Net Media Planet (Retail)
Trend Line
Indexed 100%
© 2011 Net Media Planet
Simplicity of mobile commerce
© 2011 Net Media Planet
Review your mobile approach - traffic/sales by channelsCreate the right mobile commerce infrastructureTrial click to call technologyExpand into mobile paid search
Consider ...
© 2011 Net Media Planet
Top 3 Takeaways . . .
Expand highly targeted activity across Facebook and YouTubeOptimise beyond last clickBecome mobile ready
© 2011 Net Media Planet
Thank youDo you have any questions?Sri SharmaManaging DirectorE. [email protected]. +44 (0) 203 008 8321@netmediaplanet @srisharmawww.netmediaplanet.com