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!

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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?

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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

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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

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19 Keyword Position & Bid Strategy

20 Display Visibility Which Sites?

21 Display Visibility Which Sites?

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23 Use Top converting Keywords from Search Campaigns

24 Placement Ideas, Ad Types, Size, etc

25 Twitter

26 Auto vs. Manual

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29 FB Tracking & Reports

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33 OLD FB Page

34 NEW FB Pages

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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

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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.

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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