Post on 17-May-2015
© 2010 Net Media Planet
Winning Strategies: for Paid SearchSri Sharma. Managing Director27th April 2010
© 2010 Net Media Planet
0 1. Dominate through strategy
02. Fact based decision making
03. Test Test Test
© 2010 Net Media Planet
Integrated Marketing
© 2010 Net Media Planet
Integrated Marketing
Online Channels
Organic searchPaid SearchDisplaySocial MediaEmail
Offline Channels
TelevisionPrintRadioDirect MailOutdoor
Builds awareness and promotes buying
© 2010 Net Media Planet
Search & TV AdvertisingSearch is the vital link between offline and online
© 2010 Net Media Planet
Approach to Integrated MarketingUnderstand the offline marketing campaign & objectives
Set online Paid Search goals and objectivesModel the user journey
Integrate planning and scheduling
Resonate through messaging
Extend reach
Multi-channel analysis
© 2010 Net Media Planet
Offline TV Campaign
Brand awareness creation around the X FactorAudience fit targeting Females 16-35Promote The Perfume Shop brand in conjunction with leading perfume brandsHighly specific product targeting and offer driven
© 2010 Net Media Planet
Approach to Integrated MarketingUnderstand the offline marketing campaign & objectives
Set online Paid Search goals and objectivesModel the user journey
Integrate planning and scheduling
Resonate through messaging
Extend reach
Multi-channel analysis
© 2010 Net Media Planet
© 2010 Net Media Planet
Approach to Integrated MarketingUnderstand the offline marketing campaign & objectives
Set online Paid Search goals and objectivesModel the user journey
Integrate planning and scheduling
Resonate through messaging
Extend reach
Multi-channel analysis
© 2010 Net Media Planet
Standard
Integrated
© 2010 Net Media Planet
© 2010 Net Media Planet
Approach to Integrated MarketingUnderstand the offline marketing campaign & objectives
Set online Paid Search goals and objectivesModel the user journey
Integrate planning and scheduling
Resonate through messaging
Extend reach
Multi-channel analysis
© 2010 Net Media Planet
Channel Analysis
Tim
e o
f TV
ad
Period of Focus
Impressions
© 2010 Net Media Planet
“Net Media Planet stand out from the crowd with great PPC strategy and implementation”
Click through rate +10%
Traffic +28%
Conversion Rate +67%
Revenue +280%
Results for the client: The Perfume Shop
© 2010 Net Media Planet
Managing Competitor Threat
© 2010 Net Media Planet
Managing Competitor Threat
Monitor competitor activity and automate responseMonitor URL hijacking and automate responseInsight for competitor strategy
Drive +15% additional revenue through effective competitor threat strategy and management
© 2010 Net Media Planet
BEFORE
AFTER
© 2010 Net Media Planet
© 2010 Net Media Planet
Brand Monitoring & Protection
Source: Net Media Planet Mercury technology platform
© 2010 Net Media Planet
Client: Singapore AirlinesChallenge
25% reduction in traffic on branded terms
ObjectiveProtect the brand and stem competitor leakage
ApproachMercury Platform brand monitor and response technology employed to provide email / text alerts and weekend automated positional management.
ResultsClicks restored to previous levels within 24 hours and technology assures resolution within 30mins of future competitor attack
© 2010 Net Media Planet
Seasonality & Trend Response
© 2010 Net Media Planet
Seasonality & Trend Response
Plan around the seasonal calenderSynchronise with promotional calenderRecognise trends in the industry or related industries
Target the customer with the right products at the right time to drive increased conversion
© 2010 Net Media Planet
© 2010 Net Media Planet
Google insights ‘Summer dresses’Seasonality
© 2010 Net Media Planet
Standard Summer Seasonal
Promotion Based
© 2010 Net Media Planet
Customer Journey Optimisation
© 2010 Net Media Planet
Customer Journey optimisation
Analyse the channel journeyattribute value Optimise budget allocationOptimise targeting
Analyse multichannelAttribute valueOptimise budget allocationOptimise focus
Analyse the consumer’s journey to improve ROI
© 2010 Net Media Planet
Insight from the Click Path
Lowest conversion rateLowest days to saleHighest opportunity
© 2010 Net Media Planet
Results for client: Singapore Airlines
Increased brand sales from generic keywords by 23%And some positive feedback:
“Net Media Planet are our innovative Paid Search partner and provide great value through their click path analysis insight.”
© 2010 Net Media Planet
Top 3 Takeaways
0 1. Dominate through strategy
02. Fact based decision making
03. Test Test Test
© 2010 Net Media Planet
Thank youDo you have any questions?Sri SharmaManaging DirectorE. sri@netmediaplanet.comT. +44 (0) 203 008 8321www.netmediaplanet.com