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3 Keys To Success In Performance Marketing

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3 Keys To Success In Performance Marketing

  1. 1. SEMETRICAL PAID MEDIA [WEBINAR] THE 3 KEYS TO SUCCESS IN PERFORMANCE MARKETING NOVEMBER 2020
  2. 2. A LITTLE BIT ABOUT US... SEMETRICAL Head of Inbound Marketing Rory Hope Rory possesses an enviable track record in delivering SEO growth that supports multi-million-pound revenues; Rory regularly attends digital marketing events across the globe to discuss SEO, user intent and content marketing strategy. Rory has worked with Reach PLC, American Express, Arkadin, Flexioffices, DueDil and Cloudflare. Head of Paid Media Klim Lugovstov Klim is senior digital performance expert, which has seen him involved in managing several large global brands such as ASOS, Volkswagen and GSK. Klim’s key focus has been across digital acquisition, data and customer experience.
  3. 3. WE’VE WON MULTIPLE AWARDS SEMETRICAL 2020: UK Biddable Awards Winner: Best Small Biddable Agency EU Content Awards Winner: Best Integrated Content Campaign 2019: UK Search Awards Winner: Best Small SEO Agency EU Search Awards Winner: Best Use of SEO - B2B 2017: EU Search Awards Winner: Best Small SEO Agency & Best PPC Campaign
  4. 4. 3 KEYS TO SUCCESS IN PERFORMANCE MARKETING SEMETRICAL Key to Success 1 Maximum intelligence for strategy development & campaign builds Key to Success 2 Personalised ads, messaging and targeting Key to Success 3 Reporting & optimisation for ROI
  5. 5. MAXIMUM INTELLIGENCE
  6. 6. ALIGNING WITH BUSINESS OBJECTIVES SEMETRICAL Visual Example Notes ● Establishing KPIs ● Developing quarterly & annual targets 2 Visuals
  7. 7. GAINING INDUSTRY KNOWLEDGE SEMETRICAL Visual Example Notes ● Leveraging benchmarks: ○ Industry ○ Publishers ○ Existing Clients / Historical Activity In-House ● Conducting competitor analysis: ○ Websites ○ Search platforms ○ Social platforms Visions Industry Benchm arks Competi tor analytics
  8. 8. INTEGRATING WITH THE WIDER BUSINESS SEMETRICAL Visual Example Notes ● Campaign integration Integrating campaigns with the wider marketing activity ● Partnerships Developing a partnership with marketing, sales & creative teams ● Stakeholder relations Close relationships with key stakeholders
  9. 9. SELECTING THE RIGHT CHANNEL MIX SEMETRICAL Visual Example Notes ● Experience across all digital performance channels: PPC, Paid Social, Display, App, Shopping, Amazon ● Developing a bespoke strategy per channel Google ads, App store, Amazon, Paid social - icons and images etc. Strategy icon
  10. 10. DEVELOPING DETAILED FORECASTS SEMETRICAL Visual Example Notes ● Using industry data: ○ Benchmarks ○ Publisher insights ● Using client data: ○ Analytics Graph ideas - empty graph
  11. 11. PERSONALISED SOLUTIONS
  12. 12. CREATING AUDIENCE PERSONAS SEMETRICAL Visual Example Notes ● Using advertising platforms to inform audience reach ● Audience intelligence Audience report screenshot
  13. 13. IDENTIFYING THE MOST RELEVANT KEYWORDS SEMETRICAL Visual Example Notes ● Detailed keyword research is conducted to identify all relevant keywords ● Long-tail keywords are expected to have a lower cost per click and higher conversion rates Make something like this but diffrent
  14. 14. PLANNING ACTIVITY AT ALL STAGES OF A CUSTOMER FUNNEL SEMETRICAL Visual Example Notes ● Developing a customer funnel based on client objectives and user behaviour ● Tailoring targeting and creatives to each stage of the journey ● Establishing KPIs to each stage of the journey
  15. 15. CREATING HYPER TARGETED EXPERIENCES SEMETRICAL Visual Example Notes ● Creating hyper targeted audiences based on: ○ Location ○ Demographics ○ Interests ○ Behaviour ○ Search Terms ● Ensuring we are using tailored ads at different stages of the journey and devices
  16. 16. LOCALISING CONTENT SEMETRICAL Visual Example Notes ● Localising content across each market & language: ○ Website ○ Creatives ○ Messaging ○ Keywords ● Working with 3rd party partners & in-house to support with localisation
  17. 17. REPORTING & OPTIMISATION FOR ROI
  18. 18. OPTIMISING TOWARDS ROI SEMETRICAL Visual Example Notes ● Ensuring we full access to all available client data ● Integrating all channel activity with analytics and CRM ● All campaign optimised towards return on investment - on a daily basis
  19. 19. DEVELOPING CROSS CHANNEL ALIGNMENT SEMETRICAL Visual Example Notes ● Ensuring all advertising channels are fully aligned: ○ Monthly / Annual Targets ○ Targeting and creatives ○ Messaging ● Integrating with all other digital and offline channels
  20. 20. GRANULAR VISIBILITY SEMETRICAL Visual Example Notes ● Developing bespoke reports which capture all key insights and KPIs ● Implementing all necessary website tracking to capture all website sales and revenue
  21. 21. IMPLEMENTING A TEST & LEARN APPROACH SEMETRICAL Visual Example Notes ● Ongoing testing across the following key areas: ○ Audiences ○ Creatives ○ Messaging ○ Campaigns ● This helps us to continuously enhance campaigns to improve user journey
  22. 22. 3 KEYS TO SUCCESS IN PERFORMANCE MARKETING SEMETRICAL Key to Success 1: Maximum intelligence for strategy development & campaign builds Key to Success 2: Personalised ads, messaging and targeting Key to Success 3: Reporting & optimisation for ROI
  23. 23. THINGS TO EXPECT FROM AN AGENCY
  24. 24. SEMETRICAL SEMETRICAL We build long lasting partnerships Operating as an extension of your in-house team We develop long-term planning Data led strategy ROI focused
  25. 25. FREE CONSULTATIONS
  26. 26. FREE CONSULTATIONS SEMETRICAL Campaign Audits Opportunity Analysis Agency Audits

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