Sri Sharma, Managing Director and Founder of Net Media Planet shares insights from Net Media Planet on strategies to improve results from paid search this christmas

1. Paid Search Strategies for a Bumper Christmas Sri Sharma, Managing Director 29th September 2010

2. Introducing Net Media Planet We are a dedicated Paid Search Marketing agency 6 years experience as a leading Paid Search Marketing specialist agency Services across paid search marketing, social media advertising and multichannel attribution Expertise in managing large complex accounts Provider of global paid search marketing services to leading brands across retail, finance and travel sectors

3. Agenda Protect your search traffic and sales Find new traffic and revenue Understand consumer behaviour 1. 2. 3.

4. 1. Protect your search traffic and sales

5. Implications of Google Instant

6. Hypothesize being tested What is the effect on impressions and clicks? What is the effect on conversion rate? What is the impact on PPC long tail? Will cost per click be affected? How is the PPC / SEO traffic split affected? Do users start part-phrase keyword searching?

8. Hypothesize being tested What is the effect on impressions and clicks? What is the effect on conversion rate? What is the impact on PPC long tail? Will cost per click be affected? How is the PPC / SEO traffic split affected? Do users start part-phrase keyword searching?

11. Hypothesize being tested currently What is the effect on impressions and clicks? What is the effect on conversion rate? What is the impact on PPC long tail? Will cost per click be affected? How is the PPC / SEO traffic split affected? Do users start part-phrase keyword searching?

14. Consider for Christmas ... Review how your SEO and PPC traffic has changed since 8th Sep on a channel level and keyword level Optimise PPC for high traffic keywords and the relevant suggested keywords Test PPC on part-phrase high traffic keywords

15. 15% of brand traffic lost to competitors Source: Hitwise Protect your brand traffic

16. Incrementality testing shows PPC brand traffic delivers a 30% uplift on SEO Source: Net Media Planet (Retail Vertical)

17. BEFORE AFTER

19. Review manually if your branded terms are out of position or missing Monitor competitor activity and automate response Monitor URL hijacking and automate response Consider for Christmas ...

20. 2. Find new traffic and revenue

21. Sophisticated video media targeting

24. An increase in response and saliency You Tube clicks & impressions Search Network clicks & impressions

25. Placement targeted video search Target your products on a granular level Regularly refresh media plans to take advantage of new video uploads Take advantage of social media buzz Consider for Christmas ...

26. 3. 3. Understand consumer behaviour

27. Evaluate Christmas 2009 Daily Sales at Christmas 2009 November Payday (25th - 27th) Post Christmas Sales (Boxing Day) Christmas Day Cyber Monday (7th December) Last delivery date (18th- 22nd December) Source: Net Media Planet (Retail Vertical)

28. Analyse your specific brand’s paid search trends for Christmas 2009 Measure early buying cycle interest in products e.g. product views, reviews read, social media buzz Focus generic paid search strategy and click path analysis on early stage buying cycle product interest Consider for Christmas ...

29. Last delivery date is a huge motivator

30. Drive footfall using paid search and geo-location targeting

31. Emphasize last date for delivery in adcopy Test using paid search to drive footfall Optimise Google Places to show nearest retail store location Consider for Christmas ...

32. “54% of users who researched online but bought offline used their mobile devices to conduct their search.”Source: Google Take advantage of real time researching

34. Drive competitor footfall into your store using paid search and geo-location targeting

35. Test mobile search to attract footfall from competitor stores Optimise Google Places to show nearest retail store location Consider for Christmas ...

36. Protect your brand traffic Test placement based video targeting Drive footfall through paid search Top 3 Takeaways ...

37. Thank you Do you have any questions? Sri Sharma Managing Director E. sri@netmediaplanet.com T. +44 (0) 203 008 8321 @srisharma www.netmediaplanet.com