Channel Crossing
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17-Oct-2014 -
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Transcript of Channel Crossing
• Presented by Matt Wood• Head of Search, SEO Positive Ltd
Internet World2013
Channel Crossing:Get Creative With PPC Data To
Inform Your Digital Strategy
Presented by Matt WoodChief Operating Officer, SEO Positive Ltd
Internet World2013
@seopositiveltd
Presented by Matt WoodChief Operating Officer, SEO Positive Ltd
Agenda
What Can Be Influenced From This Data
Know Your Audience
Keyword Data
Engagement Rates
GEO Targeting
Placements & Topics
Marketing Attribution
Internet World2013
Presented by Matt WoodChief Operating Officer, SEO Positive Ltd
What Can Be Influenced From This Data?
Affiliate Programmes
Social Profiles
Social Media PPC
Display
Content Distribution
Brand / PR
Creatives
Design & Development
Email Marketing
SEO
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Presented by Matt WoodChief Operating Officer, SEO Positive Ltd
Know Your Audience
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Active AudiencePassive Audience
Presented by Matt WoodChief Operating Officer, SEO Positive Ltd
Keyword Data
Match Search Queries
Performing Longtail Keywords
PPC Position /Conversion Ratio
Text Ads
Click Through Rates
Time of Day
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Presented by Matt WoodChief Operating Officer, SEO Positive Ltd
Turn Negative Into Positive
Unwanted PPC Traffic
High Traffic Volume
Low Traffic Volume
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Presented by Matt WoodChief Operating Officer, SEO Positive Ltd
Engagement Rates
Conversion Rates
Time on Site
Bounce Rate
Page Views
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Presented by Matt WoodChief Operating Officer, SEO Positive Ltd
Run A Google Experiment
Split Test with the Google Experiment tab
Identify best images to use
Best calls to action
Best layouts
Best content
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Presented by Matt WoodChief Operating Officer, SEO Positive Ltd
GEO Targeting
International
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Local
Presented by Matt WoodChief Operating Officer, SEO Positive Ltd
Who’s driving themost traffic?
Are there otherrelevant topics?
What value dothese visitors hold?
Placements & Topics
Internet World2013
Presented by Matt WoodChief Operating Officer, SEO Positive Ltd
Identify best converting combinationsof online advertising
Identify the role
PPC is the quickest way toinfluence a combination
Marketing Attribution
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Presented by Matt WoodChief Operating Officer, SEO Positive Ltd
Email Marketing to existingcustomer database
Set up remarketing list tovisitors that have completedthe shopping basket
Set up a Facebook advancedtargeting campaign &upload email addressesfrom database
An Effective Example of Multi-Channel Marketing
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Understand your audience
How does your PPC data influence other mediums
What medium converts and which assists
Combine each route to market to find the most effective method to increase conversions
Summary
Presented by Matt WoodChief Operating Officer, SEO Positive Ltd
Internet World2013
Presented by Matt WoodChief Operating Officer, SEO Positive Ltd
Tel: 0800 088 6000
Email: [email protected]
Web: www.seopositive.co.uk
@seopositiveltd
Any Questions?
Internet World2013