Winning strategies for paid search marketing

© 2010 Net Media Planet

Winning Strategies: for Paid SearchSri Sharma. Managing Director27th April 2010


0 1. Dominate through strategy

02. Fact based decision making

03. Test Test Test


Integrated Marketing


Integrated Marketing

Online Channels

Organic searchPaid SearchDisplaySocial MediaEmail

Offline Channels

TelevisionPrintRadioDirect MailOutdoor

Builds awareness and promotes buying


Search & TV AdvertisingSearch is the vital link between offline and online


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


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






Extend reach



Standard

Integrated






Extend reach



Channel Analysis

Tim

e o

f TV

ad

Period of Focus

Impressions


“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


Managing Competitor Threat


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


BEFORE

AFTER


Brand Monitoring & Protection

Source: Net Media Planet Mercury technology platform


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


Seasonality & Trend Response


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


Google insights ‘Summer dresses’Seasonality


Standard Summer Seasonal

Promotion Based


Customer Journey Optimisation


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


Insight from the Click Path

Lowest conversion rateLowest days to saleHighest opportunity


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.”


Top 3 Takeaways

0 1. Dominate through strategy

02. Fact based decision making

03. Test Test Test


Thank youDo you have any questions?Sri SharmaManaging DirectorE. [email protected]. +44 (0) 203 008 8321www.netmediaplanet.com

mailto:[email protected]

http://www.netmediaplanet.com/

Winning strategies for paid search marketing

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