ptms overview
TRANSCRIPT
Search Engine Marketing
• 1st Automotive dedicated search marketing agency
• Top 20 Search Marketing Agency in U.S.
• Frequently selected as early alpha and beta testers of new products from
Google, Yahoo and MSN
• Driving Results Through Thought Leadership & Innovation
• Best of Breed Technologies Practices
2007
• Evolution to a full-service interactive agency
• Shifting more dollars to online display advertising
•2008
•Scale Online Video and Rich Media
•Scale Social Media Marketing
About Us
Dedicated Team
• Account Executive
• Project Manager
• Discipline Experts
o Search
o Creative
o Media Buyer/Planner
PTMS Team Structure
Fragmentation of Media Consumption
A constellation of digital marketing options to evaluate and test.
Media Consumption 2.0
• TV + Internet = Turfing• 58% collectively
360° Digital Marketing Elements
→ Paid Search Marketing Campaign
→ Behaviorally Targeted Banner Ad Campaign
→ Search Engine Optimization
→ Inventory Marketing
→ Social Media Marketing
→ Viral Marketing
→ Email Marketing
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Paid SearchPaid Search Defined
•Visibility within “Paid” Listings
• Ads tied to keywords
• Instant Results
• Sold on Cost Per Click Basis
• Only pay when someone clicks on ad
• Google One-Box
Search Synergy & The Long Tail
Paid Search Marketing ApproachKeyword Focus
• Local Generic, Local Branded
• Geo-Targeted Branded and Generic terms
• National Competitor terms
• Long Tail Keywords: 4,5 & 6 keyword phrases that have low
click volume but typically convert better than high search
volume keywords.
• Target all phases of the Purchase Funnel
Paid Search Marketing Approach (continued)
2. Ad Copy• Unique ad creatives to support all brands• Both call-to-action and branding ad copy• Competitive conquest ad copy• Ongoing ad copy optimization
3. Contextual Targeting on Google Display Ad Network• Target vertical websites• Banners only. No text ads• Leverage Google’s new CPC banner ad network
Criteria of Leading Search Engines
How does it work?
1. SEO365 is a Performance Based Search
Engine Optimization service.
2. Specific keywords are chosen
3. Selected keywords are specifically optimized
to obtain a 1st or 2nd page listing
4. Guaranteed: If your keyword does not show
up in the Top 20 results for the month, your
keyword is free for that month.
SEO365™ Service
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On-site• Title Optimization• Keyword Optimization• Description Optimization• Internal Link Check / Creation• Keyword Frequency % Optimization, per page.• Content Writing / Rewriting• Database Optimizing• E-Commerce system optimizing (shopping) Off-site• Link building• Links = Directory, Forum, Relevant site, etc• Active monitoring of rank on major SE’s• Google PR monitor/building Reports• Rank Analysis, then/now• Rank Check for keywords not on plan• Competition• Keyword Traffic• Enhanced Google Sitemap reports
Results• 100% performance driven results
SEO365™ Services
Why Display Advertising is Important• Reaches and influences consumers before
they visit search engines.• Better reach• More targeting options• Brand association• Complements a search marketing
campaign through retargeting
Display Advertising Services Overview
• Campaign Strategy• Online Media Planning• Online Media Buying• Ad Serving• Campaign Management and Optimization• Metrics & Reporting• CPM, CPC, CPA
• SEO + PPC Brand attracted 92% of the total clicks.• SEO without PPC Brand only attracted only 60% of the clicks.
Search Synergy
Nielsen ReelResearch
Display Advertising Approach
Leverage a mix of online media buying and targeting tactics:• Behavioral targeting• Behavioral re-targeting• Search re-targeting• Web site re-targeting• Contextual re-targeting• Demographic targeting• Persona targeting
Behavioral Targeting (BT) Defined
1. BT observes online consumer behaviors - such as web browsing patterns. 2. Groups them into interest segments.3. Matches ads to interests indicated by recency and frequency of behaviors…
anonymously.
For ExampleA banner ad would only be delivered after a web user had met certain criteria that put him into the predefined "auto shopper" segment. Ads would not necessarily go into automotive content, but in some cases into the least-expensive ad space available.
Display Advertising Retargeting Options
• Behavioral re-targeting• Search re-targeting• Web site re-targeting• Contextual re-targeting
Retarget users based on their past behaviors on your website:
• Home Page Visitors• Customers
• Inventory Pages• Abandoned Lead Forms
Display Advertising Platform• Quality - We partner with top tier ad networks and more than 1,000 name brand publishers
• Reach - Our platform reaches 95% of the U.S. population
• Broad and deep insight into anonymous consumer data makes our platform’s targeting capabilities highly accurate and scalable
Geographic Targeting• Our Platform provides all standard geographic targeting options
– Customize messages and creatives for different locations
– Target users with the following geographic variables
• Country
• State
• DMA
• City
• Zip Code
Network versus channel…and websites
• Advertisers are guessing where in-market auto buyers can be found with channel and site buys• Maximize Qualified Audience Reach and Campaign ROI
The combined impact of Search and Display advertising• Search and Display together provide a 22% conversion rate lift over Search alone.
• Cost-per-click• Page views/Visitor• Time on site• Cost Per Lead
o e-leadso phone leads
• Cost Per Sale
25
Measuring online ROI
Reporting Tools!Unparalleled Reporting Tools to Give you on Online Marketing Dashboard to determine your campaigns success and where to refine the campaign in real time!
Takeaway: 360° Digital Marketing Strategy
→ Leverage all relevant “digital media environments” to reach consumers online
→ Reach and engage consumers in their “digital environments” throughout the purchase funnel.
→ Create awareness of .com ‘s and its value proposition
→ Build Brand Preference
→ Drive Online/Offline Purchases
