New ways to drive revenue from ppc sri sharma - net media planet

© 2011 Net Media Planet

New ways to drive Revenue

from PPC

Sri Sharma, Managing Director

October 2011

© 2011 Net Media Planet

Award-winning paid search agency helping ambitious

clients maximise the potential of their online marketing

Net Media Planet The PPC People

© 2011 Net Media Planet

Thinking differently?

Millions of advertisers

Hundreds of thousands of affiliates

Thousands of agencies

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Video search

Mobile search

International search

© 2011 Net Media Planet

Driving performance from

YouTube

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© 2011 Net Media Planet

Our Approach: search meet display

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Think Customer Customer demographics

Customer psychographics

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Target relevant media

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Build scale Extend themes

Target demographics individually

Update schedule regularly

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Target demographics

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Test Text ads vs Image ads

Keep ads fresh

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Take advantage of

SOCIAL BUZZ

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© 2011 Net Media Planet

1

3 2

© 2011 Net Media Planet

Test YouTube for sales and brand awareness

Connect with the customer - be hyper relevant

Use Image ads over Text ads

Take advantage of social media buzz

Google TV?

Consider ...

© 2011 Net Media Planet

© 2011 Net Media Planet

Drive Revenue

from mobile

© 2011 Net Media Planet

You’re doing mobile PPC right?

Impressions by device relative to Desktop

Source: Net Media Planet (Retail); Q1-2 2011

7%

5.5%

© 2011 Net Media Planet

Take advantage of lower CPCs in the run up to Xmas

CPC by device

43%

72%

Source: Net Media Planet (Retail); Q1-2 2011

© 2011 Net Media Planet

Understand your customer and drive higher revenue

AOV by Device

Source: Net Media Planet (Retail); Q1-2 2011

© 2011 Net Media Planet

Analyse by Mobile Operator to identify opportunities

Source: Net Media Planet (Fashion Retail); Sep-Oct 2011

Co

nv

ers

ion

rate

Conversion Rate by Mobile operator

1.10%

0.30%

2.50%

1.40%

1.70%

© 2011 Net Media Planet

Optimise your PPC by time of day

% Sales by Time of Day: Desktop vs Mobile vs Tablet

0

0.01

0.02

0.03

0.04

0.05

0.06

0.07

0.08

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24

Mobile

Tablet

Desktop

Sales

Indexed

100%

Source: Net Media Planet (Retail); Q1-2 2011 Hrs of day

© 2011 Net Media Planet

Simplicity of m-commerce

Click to Call

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Simplicity of m-commerce

NFC bridges online/offline

© 2011 Net Media Planet

Target devices seperately to improve ROI

Use messaging to improve AOV on tablets

Maximise sales through time of day optimisation

Leverage Click to Call

Stay close to NFC

Consider ...

© 2011 Net Media Planet 27

“UK disposable income drops

7.9% year on year”

Source: Asda Income Tracker (September 2011)

“UK Economy slowed to 0.2%

growth”

Source: ONS, GDP (Q2 2011)

“UK economy represents

2.98% of the World economy”

Source: EconomyWatch (2010)

© 2011 Net Media Planet

Ecommerce Sales in Western Europe are rising

faster than in the UK

28

B2C Ecommerce Sales in Western Europe*

Source: eMarketing (July 2011), *France, Germany, Italy, Spain in Billions

© 2011 Net Media Planet

Customer

Competitors

Regulatory & compliance

Operations

International expansion challenges

x no. of Markets

© 2011 Net Media Planet

Drive incremental

international revenue

Build the international

expansion business case

© 2011 Net Media Planet

Simplify your choice of

global advertising platforms

© 2011 Net Media Planet

Google own 90% of the search market globally

Source: StatsCounter Global Stats, iResearch via Econsultancy (July 2010), Lenta.ru, Nielson online (May 2010) via Searchblog.asia

Global Search Engine market share

© 2011 Net Media Planet

Google own 98% of the mobile search market globally

Source: StatsCounter Global Stats (July 2010) via Econsultancy,

Global Mobile Search Engine market share

© 2011 Net Media Planet

Facebook dominates the global social network market

Source: Vincos.it (June 2011)

Social map of the world

© 2011 Net Media Planet

Localise your

marketing

© 2011 Net Media Planet

On-site localisation improves conversion rate

36

Source: Net Media Planet clients

Conversion

Rate

Indexed

English language

site in £

Local language

bridge page with

English site

Localised site

& currency

1.0 1.2x 1.7x

© 2011 Net Media Planet

© 2011 Net Media Planet 38

“Autumn

collection out

now”

“Fall collection

out now”

+ 25%

CR

Source: Net Media Planet (Fashion Retail)

Message localisation Even across English speaking countries

© 2011 Net Media Planet

Expand internationally

through paid search

© 2011 Net Media Planet

P&O Ferries DE

Objectives in 2005:

Gain strategic insights

Expand brand awareness

Drive sales

© 2011 Net Media Planet

Non-branded Paid Search

strategy

© 2011 Net Media Planet

Brand awareness grew through Paid Search

Brand impressions over time

2005 2006 2007 2008 2009 2010 2011

Brand

impressions

Years

© 2011 Net Media Planet

New revenue opportunities in international

markets

Take an incremental approach

Localisation of marketing is vital

Consider ...

© 2011 Net Media Planet

Understand your customer mindset and drive

incremental sales on YouTube

Analyse your mobile data and find new ways to

improve performance

Find new revenue on foreign shores

© 2011 Net Media Planet

Thank you

Contact:

sri@netmediaplanet.com

0203 008 8321

Tel:

0203 008 8321

Blog:

netmediaplanet.com/blog

Stay in touch!

@netmediaplanet

@srisharma