performance advertising: tips for publishers and advertisers by glen maguire. m: 021 400 067...
TRANSCRIPT
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PERFORMANCE ADVERTISING: TIPS FOR PUBLISHERS AND ADVERTISERS
By Glen Maguire. M: 021 400 067 [email protected]
CEO of ClickThrough Online Marketing
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KEY DEFINITIONS
• CPM: Cost per Thousand page impressions of an online advert on a publishers website.
• CPC: Cost per click is the amount an advertiser pays publishers for a single click on its
advertisement that brings one visitor to its website.
• CPA: Cost Per Action is where the advertiser only pays for the ad when a specified action has
occurred e.g. a product being purchased, a form being filled, a user registering, etc.
• CPL: Cost per Lead is when the advertisers pay for an interested lead.
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THE ‘MELTDOWN’ ACCELERATES (GOOD) CHANGE
Bottom Line (P+L)!
Short-term Cash Flow
Analytical Decisions
Performance (Behaviour)
Delivery
NPV
Gut Feel
Impressions
FROM TO
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MELTDOWN IMPACT ON DIGITAL MEDIA
Q1 Q2 Q3 Q4$0
$10
$20
$30
$40
$50
$60
Total Market Quarterly Comparison Q1, 2009
2007 2008 2009
A highest ever spend $49.26m (+8%) – no major media achieved growth in Q1.
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WHY THE SEISMIC SHIFT?
- Bargain CPMs- Flexible Targeting
- Cost Effective
- Difficult to Quantify- Long-term Payback- Bottom Line Impact
TRADITIONAL MEDIA
DIGITAL MEDIA
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PERFORMANCE ADVERTISING BOOM
(NZ) Paid search (e.g. CPC) largest with 38% share...delivers cost effective leads.
(US) Performance-based 57% of online ad revenues (39% CPM). 18% gap Vs 6% previous year.
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Cost Per Action
Cost Per Click
Cost Per Thousand
CURRENT ADVERTISER AND PUBLISHER MODEL
ADVERTISER RISK
INCREASE
PUBLISHER RISK
INCREASE
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PUBLISHER STRATEGIES
STRATEGY
View Through Vs Click Through
Reprioritize
Think ConversionPilot
Ramp-up Analytics
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ADVERTISER STRATEGIES
STRATEGY
Review Goals
CPM, CPC, CPA
Conversion AuditSEO
Analytics!
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(TOO) MANY GOOD ANALYTICS TOOLS
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INFORMATION OR INSIGHT?
“Unless information is available to the right people in a format for decision making, it is a burden, not a benefit.”
“An insight is a penetrating discovery about a consumer motivation applied to unlock growth.”
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INSIGHT GENERATION MODEL
ROI
Tools
Expertise
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ANALYTICS: AT THE HEART OF PERFORMANCE
Website Blueprint
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SUMMARY
The economic downturn is accelerating the growth of performance based
advertising. Accept this, embrace the opportunity!
Don’t just think usability: think conversion, behaviour, eCommerce.
Numbers and analytics are more important than ever. Think insights, not
information. Use experts to turn your data into valuable insights that unlock growth.
Outsource or develop internal talent.
Never be satisfied; restless fine tuning keeps you ahead of the game.
Good Luck!!
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ABOUT CLICKTHROUGH: CORE CLIENTS
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ABOUT CLICKTHROUGH: CORE SERVICES
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Contact Glen Maguire for further information:
M: 021 400 067