ENTERPRISE PPC:WHAT’S WORKING,
WHAT’S NOT…
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Matthew Mierzejewski
RKG
@mskimatt
#SMX #32D
October 3, 2013
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PAID SEARCH
SEARCH ENGINE OPTIMIZATION
COMPARISON SHOPPING ENGINES
DISPLAY ADVERTISING
SOCIAL MEDIA
BLUEPRINT™ SEARCH ANALYTICS
• What’s Generally Working/ Not Working
• Communication Layers
Enterprise SEMA
GE
ND
A
• What’s Generally Working/ Not Working
• Communication Layers
Enterprise SEMA
GE
ND
A
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
There is Generally NOT an Appetite for…
A Single Attribution Model
CSE Touch
• 35 Days Ago
PPC Non-Brand
• 24 Days Ago
• 10 Days Ago
• 3 Days Ago
Brand Organic
• 1 Day Ago
Direct Load ORDER
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
-
Modified Ad
Budgets within
Fiscal Period
There is
Generally NOT
an Appetite for…
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%
Competitive
Benchmarking
Leverage
Google Auction
Insights
Data
• What’s Generally Working/ Not Working
• Communication Layers
Enterprise SEMA
GE
ND
A
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
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
Communication – Follow Up and Follow Through
Post Client Visit Documentation Matters
• Attendees
• Purpose Defined
• Deliverables
• Important non-deliverables recorded
• Additional Service Interest
• Shared documentation
http://www.slideshare.net/SearchMarketingExpo
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