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ENTERPRISE PPC: WHAT’S WORKING, WHAT’S NOT… # Matthew Mierzejewski RKG @mskimatt #SMX #32D October 3, 2013 #

Enterprise PPC: What's Working & What's Not by Matthew Mierzejewski

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From SMX East 2013 / SearchMarketingExpo.com - Maximizing Enterprise PPC - What's Working, What's not by @mskimatt - #SMX #32D Slide deck from Matthew Mierzejewski of RKG's presentation on what's general working and what's not in Enterprise PPC; learn how to cut through the communication layers and attribution models in this presentation.

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Page 1: Enterprise PPC: What's Working & What's Not by Matthew Mierzejewski

ENTERPRISE PPC:WHAT’S WORKING,

WHAT’S NOT…

#

Matthew Mierzejewski

RKG

@mskimatt

#SMX #32D

October 3, 2013

#

Page 2: Enterprise PPC: What's Working & What's Not by Matthew Mierzejewski

PAID SEARCH

SEARCH ENGINE OPTIMIZATION

COMPARISON SHOPPING ENGINES

DISPLAY ADVERTISING

SOCIAL MEDIA

BLUEPRINT™ SEARCH ANALYTICS

Page 3: Enterprise PPC: What's Working & What's Not by Matthew Mierzejewski

• What’s Generally Working/ Not Working

• Communication Layers

Enterprise SEMA

GE

ND

A

Page 4: Enterprise PPC: What's Working & What's Not by Matthew Mierzejewski

• What’s Generally Working/ Not Working

• Communication Layers

Enterprise SEMA

GE

ND

A

Page 5: Enterprise PPC: What's Working & What's Not by Matthew Mierzejewski

There is Generally an Appetite for…

Understanding the Full Value of Search

Cross-DeviceConversions

Search Investment

$

Direct Response

Micro-Conversions

Full Value of

Paid Search

Margin

NewCustomers

Page 6: Enterprise PPC: What's Working & What's Not by Matthew Mierzejewski

There is Generally NOT an Appetite for…

A Single Attribution Model

CSE Touch

• 35 Days Ago

PPC Non-Brand

• 24 Days Ago

Email

• 10 Days Ago

Email

• 3 Days Ago

Brand Organic

• 1 Day Ago

Direct Load ORDER

Page 7: Enterprise PPC: What's Working & What's Not by Matthew Mierzejewski

There is Generally an Appetite for…

Defining the Incrementality of Search

Incremental calculations

Incr. Cost Est. Orders Est. CPO

$350

$310

$300

$269

$226

$190

-

Incr. Clicks

36

48

53

62

65

71

-

9.32

8.78

8.06

7.26

6.33

5.36

-

$221

$195

$174

$151

$131

$113

-

Page 8: Enterprise PPC: What's Working & What's Not by Matthew Mierzejewski

Modified Ad

Budgets within

Fiscal Period

There is

Generally NOT

an Appetite for…

Page 9: Enterprise PPC: What's Working & What's Not by Matthew Mierzejewski

There is Generally an Appetite for…

Understanding the True Value of View-Through Conversions

8,000

View Through Conversions (VTC)

1,212

Last “Touch” VTC

738

Same-Day, Last “Touch” VTC

110

Same-Hour, Last “Touch” VTC

Conservative

View-Through

Credit

1.4%

DR Focused

View-Through

Credit

9.2%

Page 10: Enterprise PPC: What's Working & What's Not by Matthew Mierzejewski

Competitive

Benchmarking

Leverage

Google Auction

Insights

Data

Page 11: Enterprise PPC: What's Working & What's Not by Matthew Mierzejewski

• What’s Generally Working/ Not Working

• Communication Layers

Enterprise SEMA

GE

ND

A

Page 12: Enterprise PPC: What's Working & What's Not by Matthew Mierzejewski

Communication – Various Layers Needed

Core Client Teams

• Tactical, Project Focused, Execution, Analysis

• Calls, Weekly + In Person, Semi-Annually1

Client Director/Lead

• Cross-Channel Vision and Coordination

• Calls, Monthly + In Person, Quarterly/ As Needed2

Client Partner/ Sponsor

• Strategy, Vertical and Agency Benchmarking/ Competitive Analysis

• Calls, 60-Day + In Person, Annually/ As Needed

3

Page 13: Enterprise PPC: What's Working & What's Not by Matthew Mierzejewski

Communication – Don’t Mix Layers

Know Your Audience

• Don’t mix Strategic and Tactical discussions

• Bring matching titles (power) to the table

• Make the most of senior client meeting involvement

Page 14: Enterprise PPC: What's Working & What's Not by Matthew Mierzejewski

Communication – Follow Up and Follow Through

Post Client Visit Documentation Matters

• Attendees

• Purpose Defined

• Deliverables

• Important non-deliverables recorded

• Additional Service Interest

• Shared documentation

Page 15: Enterprise PPC: What's Working & What's Not by Matthew Mierzejewski

Thanks!

Matthew Mierzejewski

[email protected]

@mskimatt

Page 16: Enterprise PPC: What's Working & What's Not by Matthew Mierzejewski

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