How search fits in with the paid online media mix : Association of Advertisers in Ireland toolkit seminar

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iProspect Ireland's MD Julian Lynch spoke at a toolkit seminar on the latest thinking about digital search hosted by the Association of Advertisers on October 22nd 2013. Julian spoke about how search fits in with the paid online media mix.

Marketing Technologie Business

Why only going down the search
road may not deliver maximum
business value

1

Measures of Success and KPIs

2

Maximising Paid Search

3

Real Time Bidding

4

Measuring and Optimising the User Journey

5

Final Thoughts

HOW DO WE DEFINE BUSINESS VALUE IN OUR CAMPAIGNS?

ROAS

ROI

Net
Margin

CPA

CPL

CPS

MOST COMMON CAMPAIGN OBJECTIVES

Copyright © 2013, iProspect, Inc. All rights reserved.

WE NEED DIFFERENT KPIS FOR DIFFERENT OBJECTIVES

Copyright © 2013, iProspect, Inc. All rights reserved.

Copyright © 2013, iProspect, Inc. All rights reserved.

THIS LITTLE FORMULA CAN HELP

Copyright © 2013, iProspect, Inc. All rights reserved.

SEARCH IS THE “LINKER” THAT UNLOCKS OTHER MEDIA TOUCHPOINTS

Copyright © 2013, iProspect, Inc. All rights reserved.

CHALLENGES WITH PAID SEARCH

Can be very
expensive

Can be
saturated

Lots of
established
advertisers

Well know
brands can
have it easier

Copyright © 2013, iProspect, Inc. All rights reserved.

MAKE SURE YOUR PPC FOCUSES ON ROI

COMPETITORS

VOLUME

PPC COST

SEO DIFFICULTY

CONVERSION

PROFIT

ROI

Copyright © 2013, iProspect, Inc. All rights reserved.

FOLLOW THE 6 PILLARS

Copyright © 2013, iProspect, Inc. All rights reserved.

REAL TIME BIDDING CAN BE AS COST EFFECTIVE AS PPC

Publisher
Retargeting

15-24

Publisher

Contextual

Enthusiast

DYNAMIC PRICING

Copyright © 2013, iProspect, Inc. All rights reserved.

Publisher

CAN REACH 99% OF THE INTERNET AUDIENCE THIS WAY

Copyright © 2013, iProspect, Inc. All rights reserved.

WE NEED TO MEASURE ALL TOUCHPOINTS IN THE JOURNEY

FIRST TOUCH

2ND TOUCH

3RD TOUCH

LAST TOUCH

PPC

SOCIAL
DISPLAY
SEO
AFFILIATE

Copyright © 2013, iProspect, Inc. All rights reserved.

ACTION

LAST INTERACTION MODEL CAN UNDERVALUE DISPLAY
Last
interaction

Linear

DISPLAY OFTEN ASSISTS IN MORE CONVERSIONS THAN PPC

Site

Assisted Conversions

THESE INSIGHTS ALLOW US TO DEFINE
DIFFERENT ROLES FOR DIFFERENT
INTERACTIONS AND SET DIFFERENT
SUCCESS CRITERIA

Copyright © 2013, iProspect, Inc. All rights reserved.

GOOGLE SHOPPING WILL CHANGE RETAIL NEXT YEAR

Far higher conversion
Rates than standard PPC
Competitive companies thrive

CPC & CPA Bidding

Upload full database inventory

FINAL THOUGHTS

•
•
•
•
•
•
•
•

Have flexible budgets
Have flexible creative
Be patient
Align activity with other media
Be realistic
Measure everything
Test, test, test
Get on Google Shopping

Copyright © 2013, iProspect, Inc. All rights reserved.

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How search fits in with the paid online media mix : Association of Advertisers in Ireland toolkit seminar

1. Why only going down the search road may not deliver maximum business value

2. 1 Measures of Success and KPIs 2 Maximising Paid Search 3 Real Time Bidding 4 Measuring and Optimising the User Journey 5 Final Thoughts

3. HOW DO WE DEFINE BUSINESS VALUE IN OUR CAMPAIGNS? ROAS ROI Net Margin CPA CPL CPS

16. LAST INTERACTION MODEL CAN UNDERVALUE DISPLAY Last interaction Linear

17. DISPLAY OFTEN ASSISTS IN MORE CONVERSIONS THAN PPC Site Assisted Conversions

19. GOOGLE SHOPPING WILL CHANGE RETAIL NEXT YEAR Far higher conversion Rates than standard PPC Competitive companies thrive CPC & CPA Bidding Upload full database inventory

20. FINAL THOUGHTS • • • • • • • • Have flexible budgets Have flexible creative Be patient Align activity with other media Be realistic Measure everything Test, test, test Get on Google Shopping Copyright © 2013, iProspect, Inc. All rights reserved.