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© 2010 Net Media Planet Strategies for Integrating Paid Search: with Offline Activity to improve ROI Sri Sharma. Managing Director 29 th April 2010

Strategies for integrating paid search with offline activity to improve return on investment

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Strategies for integrating paid search with offline activity to improve roi - real examples and methodology on to achieve it

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Page 1: Strategies for integrating paid search with offline activity to improve return on investment

© 2010 Net Media Planet

Strategies for Integrating Paid Search: with Offline Activity to improve ROISri Sharma. Managing Director29th April 2010

Page 2: Strategies for integrating paid search with offline activity to improve return on investment

© 2010 Net Media Planet

It pays to think holistically

Customers who purchase from a brand/advertiser through multiple channels spend 14 percent more annually on average than their single-channel Counterparts.

Source: Jupiter Research

Page 3: Strategies for integrating paid search with offline activity to improve return on investment

© 2010 Net Media Planet

What’s Integrated Marketing?An holistic approach to promote buying and selling and building brand awareness across two or more online and offline media channels.

Page 4: Strategies for integrating paid search with offline activity to improve return on investment

© 2010 Net Media Planet

Integrated Marketing IncludesOnline

Channels

Organic searchPaid SearchDisplaySocial MediaEmail

Offline Channels

TelevisionPrintRadioDirect MailOutdoor

Page 5: Strategies for integrating paid search with offline activity to improve return on investment

© 2010 Net Media Planet

Users move across channels before purchasingBuild on a theme and messageDifferent channels provide different marketing benefits

Why Integrate? Drive increased brand awareness, traffic and promotes buying

Page 6: Strategies for integrating paid search with offline activity to improve return on investment

© 2010 Net Media Planet

Search & TV Advertising37% of people would see a TV advert and be prompted to go onto a search engineSource: Jupiter Research

Page 7: Strategies for integrating paid search with offline activity to improve return on investment

© 2010 Net Media Planet

Approach to Integrated MarketingUnderstand the offline marketing campaign & objectives

Set online Paid Search goals and objectivesModel the user journey

Integrate planning and scheduling

Resonate through messaging

Extend reach

Multi-channel analysis

Page 8: Strategies for integrating paid search with offline activity to improve return on investment

© 2010 Net Media Planet

Offline TV Campaign

Brand awareness creation around the X FactorAudience fit targeting Females 16-35Promote The Perfume Shop brand in conjunction with leading perfume brandsHighly specific product targeting and offer driven

Page 9: Strategies for integrating paid search with offline activity to improve return on investment

© 2010 Net Media Planet

Approach to Integrated MarketingUnderstand the offline marketing campaign & objectives

Set online Paid Search goals and objectivesModel the user journey

Integrate planning and scheduling

Resonate through messaging

Extend reach

Multi-channel analysis

Page 10: Strategies for integrating paid search with offline activity to improve return on investment

© 2010 Net Media Planet

Objectives

The Perfume Shop:

Increase no. of salesIncrease traffic to websiteHit monthly target CPA

Page 11: Strategies for integrating paid search with offline activity to improve return on investment

© 2010 Net Media Planet

Approach to Integrated MarketingUnderstand the offline marketing campaign & objectives

Set online Paid Search goals and objectivesModel the user journey

Integrate planning and scheduling

Resonate through messaging

Extend reach

Multi-channel analysis

Page 12: Strategies for integrating paid search with offline activity to improve return on investment

© 2010 Net Media Planet

TPS User Journey

Consumer has basic or no

awareness of ‘The Perfume Shop’ brand

Consumer has basic or no

awareness of ‘The Perfume Shop’ brand

Consumer sees the

‘The Perfume

Shop’ TV ad

Consumer searches online for the website and researches

the specific product & offer

Consumer researches on

competitor websites

Consumer sees the ‘The

Perfume Shop’ TV ad

Consumer searches online for the website and researches

the specific product and

offer

Consumer purchases

Consumer returns to the TPS website

and purchases

Page 13: Strategies for integrating paid search with offline activity to improve return on investment

© 2010 Net Media Planet

Approach to Integrated MarketingUnderstand the offline marketing campaign & objectives

Set online Paid Search goals and objectivesModel the user journey

Integrate planning and scheduling

Resonate through messaging

Extend reach

Multi-channel analysis

Page 14: Strategies for integrating paid search with offline activity to improve return on investment

© 2010 Net Media Planet

Integrate Planning & Scheduling

TVWhat medium?When would the offline ads appear?Where would the offline ads appear?

Drives coherency for the consumer and a better return for the brand

Page 15: Strategies for integrating paid search with offline activity to improve return on investment

© 2010 Net Media Planet

Integrate Planning & Scheduling

Paid SearchDefine the keyword strategyTarget specific times and duration around the offline campaign scheduleTarget specific audience geographic locationsTarget specific demographics through adcopy and search engine

Drives coherency for the consumer and a better return for the brand

Page 16: Strategies for integrating paid search with offline activity to improve return on investment

© 2010 Net Media Planet

Page 17: Strategies for integrating paid search with offline activity to improve return on investment

© 2010 Net Media Planet

Page 18: Strategies for integrating paid search with offline activity to improve return on investment

© 2010 Net Media Planet

Approach to Integrated MarketingUnderstand the offline marketing campaign & objectives

Set online Paid Search goals and objectivesModel the user journey

Integrate planning and scheduling

Resonate through messaging

Extend reach

Multi-channel analysis

Page 19: Strategies for integrating paid search with offline activity to improve return on investment

© 2010 Net Media Planet

Resonate through messaging

Convey the messageMirror tone and phraseology

Match specific phrases from the offline adsUse sitelinks and bespoke landing pages

Convey the sentimentPeople buy because of how a product makes them feel

What does the voice over say and how?What is the strapline?

Translate and reinforce key messages to convert interest into sales

Page 20: Strategies for integrating paid search with offline activity to improve return on investment

© 2010 Net Media Planet

Standard

Integrated

Page 21: Strategies for integrating paid search with offline activity to improve return on investment

© 2010 Net Media Planet

Page 22: Strategies for integrating paid search with offline activity to improve return on investment

© 2010 Net Media Planet

Approach to Integrated MarketingUnderstand the offline marketing campaign & objectives

Set online Paid Search goals and objectivesModel the user journey

Integrate planning and scheduling

Resonate through messaging

Extend reach

Multi-channel analysis

Page 23: Strategies for integrating paid search with offline activity to improve return on investment

© 2010 Net Media Planet

Extend the reach

Identify websites that share commonality with the offline ad audience

Google content network and social advertising

Define the keyword strategyTarget specific times and duration around the offline campaign scheduleTarget specific audience geographic locationsTarget specific demographics

Increase brand saliency and future customer acquisition.

Page 24: Strategies for integrating paid search with offline activity to improve return on investment

© 2010 Net Media Planet

Page 25: Strategies for integrating paid search with offline activity to improve return on investment

© 2010 Net Media Planet

Page 26: Strategies for integrating paid search with offline activity to improve return on investment

© 2010 Net Media Planet

Approach to Integrated MarketingUnderstand the offline marketing campaign & objectives

Set online Paid Search goals and objectivesModel the user journey

Integrate planning and scheduling

Resonate through messaging

Extend reach

Multi-channel analysis

Page 27: Strategies for integrating paid search with offline activity to improve return on investment

© 2010 Net Media Planet

Customer Journey optimisation

Analyse the channel journeyattribute value Optimise budget allocationOptimise targeting

Analyse multichannelAttribute valueOptimise budget allocationOptimise focus

Analyse the consumer’s journey to improve ROI

Page 28: Strategies for integrating paid search with offline activity to improve return on investment

© 2010 Net Media Planet

Channel Analysis

Tim

e o

f TV

ad

Period of Focus

Impressions

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© 2010 Net Media Planet

“Net Media Planet stand out from the crowd with great PPC strategy and implementation”

Click through rate +10%

Traffic +28%

Conversion Rate +67%

Revenue +280%

Results for the client: The Perfume Shop

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© 2010 Net Media Planet

Thank youDo you have any questions?Sri SharmaManaging DirectorE. [email protected]. +44 (0) 203 008 8321www.netmediaplanet.com