PPC in a Multi-Channel Marketing Campaign by Sheila Dela Pena at MORCon 2015

1. Paid Advertising
in a Multi-Channel Marketing Campaign

2. October 14, 2009

3. Hello, My name is Sheila. I’m pleased to meet all of you.
~8yrs in Digital Marketing, eCommerce & Analytics

5. What Would Steve Jobs Say?
“My model for business is The
Beatles. They were four guys who
kept each other's kind of negative
tendencies in check. They balanced
each other, and the total was
greater than the sum of the parts…
Great things in business are never
done by one person, they're done
by a team of people.”

6. Where are we at?

9. Illyes advised everyone to
keep Authorship markup
on their sites if it was
already in place.

10. “It's no longer just
about optimizing
your website for
Google. It's about
optimizing your
presence across the
web.”
-Ryan Stewart,
Owner/Founder of
Webris

12. AWARENESS
•Customers are
not fully aware
of their needs
and the
solutions
available.
CONSIDERATION
•Customers are
aware of their
needs and are
looking for info
to solve their
needs.
INTEREST
•Customers are
looking at the
best possible
solution for
their needs.
Differentiation
is key.
DECISION
•Customers
looks for
reasons to trust
a brand.
LOYALTY
•Customer needs
to stay happy
with the
product/service
to keep
purchasing.
ADVOCACY
•Customer
shares his/her
good
experience to
other people.
Customers have specific needs at every step of their
journey to purchase.
BEGINNING MIDDLE END
Customer Journey to Purchase

13. Marketing Channels are NOT created equal
Attribute Organic Search Paid Search Display Paid Social Social Email Referral Direct
Strength Higher click-
through rate
Leverages on the
search intent at
the moment.
Retargeting, find
"similar audience"
using existing
customer email.
Find "Lookalike
audience" using
existing customer
profile.
Leverages on peer
recommendation
or digital word of
mouth
Opt-ins and email
preferences are
customer
triggered
SEO Link Juices
transfer from a
high quality
website with a
backlink pushes
ranking.
thrives on brand
recall
Salient
Feature
Effect is more
long-term and
value compounds
overtime.
Targeting based
on context.
Creative assets
for branding,
managed
placements and
similar audience.
Targeting based
on Demography,
Interest and
"Lookalikes"
Engagement and
feedback loop
between brands
and customers
Compelling copy
nurtures and re-
engages
customer.
Pushes website
ranking and
strengthen
Organic Search
"Honorary" traffic
source for
undetermined
referrer
Challenges Search algorithm
is ever changing.
Highly
competitive and
expensive for
some industry.
Lead time to
conversion is
longer.
Lead time to
conversion is
longer.
Fast-flowing feed
that easily
distracts.
may not reach its
intended
audience due to
spam filter,
Time consuming,
effort extensive
and tedious.
Sounds like,
misspellings,
Local Pack,
Possible
authorship
comeback
Facebook launched CTAs while Twitter
recently offer Sponsored Tweets
Retargeting & Similar audience
recently released

14. Small Businesses in the US Retail Industry
Interaction based on the Purchase Path (Beginning, Middle or End of the Journey)
Size: < 500 eCommerce Transactions in 45 Days
43%
41%
16%
35%
47%
18%
43% 43%
15%
42% 43%
15%
32%
46%
23%
39%
42%
19%20%
45%
35%
Beginning of Journey Middle of Journey End of Journey
Impact of Marketing Channels inthe Customer Journey
(Small-Sized Businesses)
Organic Search Email Social Generic Paid Brand Paid Referral Direct

15. Medium Businesses in the US Retail Industry
Interaction based on the Purchase Path (Beginning, Middle or End of the Journey)
Size: 500-10K eCommerce Transactions in 45 Days
41% 41%
18%
33%
44%
23%
40%
44%
16%
40%
43%
16%
33%
45%
22%22%
60%
18%
21%
44%
35%34%
43%
22%
Beginning of Journey Middle of Journey End of Journey
Impact of Marketing Channels in the Customer Journey
(Medium-Sized Businesses)
Organic Search Email Social Generic Paid Brand Paid Display Direct Referral

16. Large Businesses in the US Retail Industry
Interaction based on the Purchase Path (Beginning, Middle or End of the Journey)
Size: > 10K eCommerce Transactions in 45 Days
40%
42%
19%
32%
43%
25%
37%
46%
18%
39%
44%
18%
35%
43%
22%
24%
57%
19%
33%
43%
24%
22%
43%
34%
Beginning of Journey Middle of Journey End of Journey
Impact of Marketing Channels in the Customer Journey
(in Large-Sized Businesses)
Organic Search Email Social Generic Paid Brand Paid Display Referral Direct
Illyes advised everyone to keep Authorship markup on
their sites if it was already in place.

17. How can I leverage on
Paid Advertising to boost
my Digital Marketing
Campaign?

18. Leverage on
your
competitors

19. Facebook Paid Lookalike Audience

20. Adwords – Analytics Integration

21. Adwords – Analytics Integration

22. Adwords – Analytics Integration

23. Adwords Similar Audience

24. Retargeting

25. If Marketing Channels are not created equal,
how do you know at which stage of the
customer journey each of your marketing
channel should be used?
When is the right time to use PPC?

26. Know your Conversion Paths in Google
Analytics

27. Attribute revenue from multiple touchpoints
across the journey

28. Key Takeaways
• Digital Marketing has
evolved a lot through the
years. Strategies should be
focused on Marketing
/Business Goals.
• Understand how your
Marketing activities are
doing in the grand scheme
of things.
• Take advantage of
Retargeting to get that
“One More Chance” to
convert

29. THANK YOU!
We’re looking for Content Writers
email sheila@truelogic.com.ph