4 Social Media Advertising Strategies learned from PPC

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1 4 Social Media Advertising Strategies learned from PPC Using Social & PPC data to drive more profit Jamie Smith CEO Engine Ready Twitter: EngineReadyCEO

2 Agenda Ø #1 Competition & Target Marketing Research Ø 4 Strategies used in PPC that apply to Social Advertising Ø SIM: Strategy, Implementation & Measurement Ø What do you want to measure? 3 C s or The # 3? Ø The X-Factor, Assists & Multi-Channel Attribution Ø Questions & Answers

3 Why are you here? PPC & Social Advertising Best Practices? New to Display or Social Media Advertising? My Boss sent me, hurry up!

4

5 Who is Jamie Smith? Father of 2 Born Colchester, VT Love Basketball & Golf UVM & Keene State College Education Southern California 12 years Frequently Industry Conferences Quoted in NY TIMES, Wall Street Journal, etc Host WMR.fm Best Search Strategies

6 Clients Sample since 1999

7 Who is Engine Ready Software? 1) Web Analytics / CallAnalytics.com ConversionAnalyst.com 2) Landing Page Analysis & Monitor ConversionCritic.com 3) Competitive Intelligence- KeywordMonitor.com Technology Powers Industry Studies- PPC vs. SEO, Best Position, etc And Most Recently, Strategy Analyzer

8 Analytics? Google, ADOBE, IBM or Yahoo?

9

10

11 1898 Eliot Lewis AIDA Sales Funnel 114 Years Later, Same Principles apply except we have more data NOW. *

12 4 Strategies learned from PPC Visibility Creative Continuity Conversion Who is my Target Market? Where are they Located? What Time Do They Buy?

13 My #3 Story

14

15

16 Strategy, Reporting & Communication Changing Drastically in Search Marketing SERP Visibility = Impression / Rank / Position Creative = CTR, CR Continuity = CTR, Bounce & CR Conversion = CR, CPA, ROAS, ROI Reporting generally focus on CONVERSION but you should easily be able to report on all factors.

17 KW Visibility &Competitors

18

19 Keyword Position & Bid Strategy

20 Display Visibility Which Sites?

21 Display Visibility Which Sites?

22

23 Use Top converting Keywords from Search Campaigns

24 Placement Ideas, Ad Types, Size, etc

25 Twitter

26 Auto vs. Manual

27

28

29 FB Tracking & Reports

30

31

32

33 OLD FB Page

34 NEW FB Pages

35

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45

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47 4 Strategies & the 3 C s Visibility Creative Continuity Conversion

48 We Spend Lots of $$$ and Time to Drive Visitors to our Site Results = CPL, CPA, ROAS, Profit = CR

49

50 DISPLAY ADVERTISING: How does Remarketing work? Create Lists: Every Visitor that comes to my site, or only visitors that visit this page

51 Google Says Cookie contains 18 digit ID number Uniquely identifies a web browser on a specific computer, but isn't used to identify an individual person.

52

53

54 Average Order Value (AOV)

55 The X-Factor Assists & Call Tracking? What Your Web Analytics Don t Tell You! Web Site Conversion Rate vs. Call in CR Which Ad Group/KW are making my phone ring? Which Keywords are driving Assists but not Leads? Strategy - test poor performing keywords first!

56 How Call Analytics Works

57 Call Analytics Software

58 Keyword Assist Study Recent Study based on 16,500 sale transaction 18% of all sales were conducted on the 5 th + visit 70% of the assist sales used 2 keyword searches 13% of the assist sales used 4+ keyword searches Over 10% of the sales had an assist KW (6%-18%) How do you track Assist Campaigns / Keywords? Copyright EngineReady.com 2012

59 Assist Campaign & Keyword Tracking

60 Multi-touch reporting is currently invite only, within Google Analytics BETA under My Conversions, Multi-Channel Funnels. Reports available are Conversions & Revenue by Channel.

61 Google Analytics Multi-Touch Attribution Visualization. Select which marketing channels to compare and overlap multi-touches.

62 Report on individual marketing channel touch path and report on revenue generate through each interaction type.

63 Planning & Strategy Organization Visibility Creative Continuity Conversion

64 Summary Ø Don t go #3 Ø Who is my Target Market? Keywords, Display & Social Ø 4 Strategies VCCC, Measure each separately (S.I.M.) Ø Determine ROI and long term value of Social Media Ø Measure Calls, Assists & Multi-Channel Attribution Ø Which Landing Page? & Monitor Competitors

65 The END

66 Questions? Jamie Smith CEO, Engine Ready

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