8 Most Important Things For Your Performance Marketing Campaign

8 most important things for your performances marketing campaign

digital meetup eps 7

#digitalmeetupjakarta

ridho putradi s’gara founder & ceo of InboundID founder & ceo of PartnerIklan.com @idowebid [email protected]

bring that question out


mailto:[email protected]

performances-based marketing?

performance marketing is a form of marketing in where all strategy on a performance basis.

set your goals

the digital pyramid

progress to achievement

secondary goals and indicators

data that improve process

goals

KPIs

user indicators


goals mom lead growth (%)

KPIs conversion rates

user indicatorsunique visitors

engagement rate email response, etc


be measurable

be measurablemeasuring the value, not just (fat) numbers

+InternalExternal

data sources


most importantly, your revenue!


Keywords Average Position Organic Visit Conversion Revenue

example 4 16 0 IDR0

example 10 7 1 IDR50,000




keywords, position & revenue

organic traffic contribution on conversion path


understand your audiences

google customer journey to online purchases

behaviour


google display planner

market sizes


revenue by interest


market-first mindset

action based of market persona

name: mudy taylor age: 45 location: Jakarta Selatan occupation: music comedian

key challenge: buying the right guitars at the right prices

best way to reach: youtube, instagram, facebook & twitter


learn your competitor


VISIBILITY SCORE

0% 12.5% 25% 37.5% 50%

21.5%

16.5%

27.4%

44.6%

OLX Carmudi Otosia Mobil123

based on 120 automotive related keywords


Traffic Share

9%6%

24%61%

OLX CarmudiOtosia Mobil123

TRAFFIC SHARE (MONTHLY)

Keywords

Head Keywords

Tail Keywords

Action Words

Locations

0 15 30 45 60


attribution

digital attributionwithout a clear attribution, you will end up with misleading information on your digital performances


setting up your attribution model


attribution madness


last interaction

In the Last Interaction attribution model, the last touchpoint would receive 100% of the credit for the sale.


last non direct interaction

In the Last Non-Direct Click attribution model, all direct traffic is ignored, and 100% of the credit for the sale goes to the last channel that the customer clicked through from before converting


first interaction

In the First Interaction attribution model, the first touchpoint would receive 100% of the credit for the sale.


linear

In the Linear attribution model, each touchpoint in the conversion path would share equal credit for the sale.


time decay

In the Time Decay attribution model, the touchpoints closest in time to the sale or conversion get most of the credit.


position based

In the Position Based attribution model, 40% credit is assigned to each the first and last interaction, and the remaining 20% credit is distributed evenly to the middle interactions.


Display Search Direct Social Paid1Search

Order1Value1(Margin)1 =1IDR1

50000

Cost1per1acquisition1 (all1channel1combined)1=135000

custom attribution

data driven optimization

search ranking impact

metrics possible action

impression

extensive ranking improvement search snippets optimizationclicks

ctr


keyword + landing page = experiences


revenue by keywords


bid strategy = cpa


test more, test everything

a/b testing

finding the best layout with maximum conversion rates ratio and best user experiences.


testing element by element on landing page. especially the call-to-action conversion button.

multivariate testing


user a from france on windows through organic serve landing page a

advance behavioural testing



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