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Why only going down the search road may not deliver maximum
business value
Julian Lynch, iProspect
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Measures of Success and KPIs1
Maximising Paid Search2
Real Time Bidding3
Measuring and Optimising the User Journey4
Final Thoughts5
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Driving Digital Performance
HOW DO WE DEFINE BUSINESS VALUE IN OUR CAMPAIGNS?
ROAS ROI Net Margin
CPA CPL CPS
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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
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Driving Digital Performance
SEARCH IS THE “LINKER” THAT UNLOCKS OTHER MEDIA TOUCHPOINTS
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DISPLAY SOCIAL ABL
CONVERSION SALES
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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
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Driving Digital Performance
MAKE SURE YOUR PPC FOCUSES ON ROI
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CONVERSION
ROI
VOLUME PPC COST
SEO DIFFICULTY PROFIT
COMPETITORS
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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
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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
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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
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Driving Digital Performance
LAST INTERACTION MODEL CAN UNDERVALUE DISPLAY
LinearLast
interaction
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Driving Digital Performance
DISPLAY OFTEN ASSISTS IN MORE CONVERSIONS THAN PPC
Site Assisted Conversions
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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
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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
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