how search fits in with the paid online media mix : association of advertisers in ireland toolkit...
DESCRIPTION
iProspect Ireland's MD Julian Lynch spoke at a toolkit seminar on the latest thinking about digital search hosted by the Association of Advertisers on October 22nd 2013. Julian spoke about how search fits in with the paid online media mix.TRANSCRIPT
Why only going down the search road may not deliver maximum
business value
Julian Lynch, iProspect
Measures of Success and KPIs1
Maximising Paid Search2
Real Time Bidding3
Measuring and Optimising the User Journey4
Final Thoughts5
Driving Digital Performance
HOW DO WE DEFINE BUSINESS VALUE IN OUR CAMPAIGNS?
ROAS ROI Net Margin
CPA CPL CPS
Driving Digital Performance
MOST COMMON CAMPAIGN OBJECTIVES
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Driving Digital Performance
WE NEED DIFFERENT KPIS FOR DIFFERENT OBJECTIVES
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Driving Digital Performance
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Driving Digital Performance
THIS LITTLE FORMULA CAN HELP
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AGREED CPA X SITE CONVERSION RATE = BID
Driving Digital Performance
SEARCH IS THE “LINKER” THAT UNLOCKS OTHER MEDIA TOUCHPOINTS
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DISPLAY SOCIAL ABL
CONVERSION SALES
Driving Digital Performance
CHALLENGES WITH PAID SEARCH
Can be very expensive
Can be saturated
Lots of established advertisers
Well know brands can
have it easier
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Driving Digital Performance
STRONG BRAND ASSOCIATION MAKES A BIG DIFFERENCE
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Source – Google Trends for Marketers
Driving Digital Performance
MAKE SURE YOUR PPC FOCUSES ON ROI
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CONVERSION
ROI
VOLUME PPC COST
SEO DIFFICULTY PROFIT
COMPETITORS
Driving Digital Performance
FOLLOW THE 6 PILLARS
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Rele
vancy
Keyw
ord
s
A/C
Stru
cture
Ad C
opy
Website
Optim
isatio
n
Driving Digital Performance
REAL TIME BIDDING CAN BE AS COST EFFECTIVE AS PPC
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Publisher
Publisher
Publisher
Retargeting
Contextual
15-24
Enthusiast
DYNAMIC PRICING
Driving Digital Performance
CAN REACH 99% OF THE INTERNET AUDIENCE THIS WAY
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Driving Digital Performance
WE NEED TO MEASURE ALL TOUCHPOINTS IN THE JOURNEY
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PPC
AFFILIATE
SOCIAL
DISPLAY
SEO
ACTION
FIRST TOUCH 2ND TOUCH 3RD TOUCH LAST TOUCH
Driving Digital Performance
LAST INTERACTION MODEL CAN UNDERVALUE DISPLAY
LinearLast
interaction
Driving Digital Performance
DISPLAY OFTEN ASSISTS IN MORE CONVERSIONS THAN PPC
Site Assisted Conversions
Driving Digital Performance
THESE INSIGHTS ALLOW US TO DEFINE DIFFERENT ROLES FOR DIFFERENT INTERACTIONS AND
SET DIFFERENT SUCCESS CRITERIA
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Driving Digital Performance
GOOGLE SHOPPING WILL CHANGE RETAIL NEXT YEAR
Far higher conversion Rates than standard PPC
Competitive companies thrive
CPC & CPA Bidding
Upload full database inventory
Driving Digital Performance
FINAL THOUGHTS
• Have flexible budgets• Have flexible creative• Be patient• Align activity with other
media• Be realistic• Measure everything• Test, test, test• Get on Google Shopping
Copyright © 2013, iProspect, Inc. All rights reserved.