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Thousands of companies of all sizes are using the Internet to effectively increase sales and lower costs. Learn how to design an eMarketing campaign that produces a positive return on your investment.
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Gigi Hodigital performance incAftermarket eForum 2007
Why should you
advertise online?
consumers
ONLINE ADVERTISING OUT PERFORMS OFFLINE IN
What is Performance Advertising
Why include it in your marketing plan
How to get the most out of it
WHAT YOU’LL LEARN:
Spending this…
TO MAKE
SIHT
So what isperformance advertising?
per·for·mance ad·ver·tis·ing (pər-fôr'məns ād'vər-tī'zĭng)- n.
an advertising model where advertisers only pay whenan action is generated through a marketing venue.
pay per click pay for performance pay per lead pay per sale pay per action
search engines ad networks shopping engines affiliates central ad servers
google yahoo! msn amazon shopping.com doubleclick pricegrabber.com
cost per sale cost per action cost per click cost per acquisition cost per lead
modsearch.com tenmagazines youtube.com ask.com streetperformance.com
pay per click pay for performance pay per lead pay per sale pay per action
search engines ad networks shopping engines affiliates central ad servers
google yahoo! msn amazon shopping.com doubleclick pricegrabber.com
cost per sale cost per action cost per click cost per acquisition cost per lead
modsearch.com tenmagazines youtube.com ask.com streetperformance.com
pay per click pay for performance pay per lead pay per sale pay per action
search engines ad networks shopping engines affiliates central ad servers
google yahoo! msn amazon shopping.com doubleclick pricegrabber.com
cost per sale cost per action cost per click cost per acquisition cost per lead
PPCCPA
PPS
CPC
PPA
P4P
PPL
And why includeit in your marketing plan?
It gives FREE exposure.FIRST
It gives results while you improve SEO.SECOND
It gives fast results, allowing tweaksas needed to get best conversion.
THIRD
So how doyou get the most out of it?
There’s a reason why they’re called
keywords.
Buying Cycle Research Shopping Purchase
Keywords • Carburetors• Mufflers• Gaskets
• 2 barrel carburetors• Edelbrock carburetors• z28 carburetor
• Holley part # 080870• 2 barrel carburetors in Long Beach
Audience Finding info about product category, options, decision criteria and key retailers
Has filtered list of purchase criteria. Now tracking and comparing purchase criteria.
Is committed to purchase and ready to buy.
Seeking • Variety• Product range• General info
• Specific brands• Product descriptions• Locations
• Model numbers• Availability• Price• etc.
Where to find good keywords? TV and radio ads, Google’s Keyword tool, other website metatags.Also consider common misspellings.TIP:
SEARCH ENGINE MARKETING
CAMPAIGN
AD GROUP
AD GROUP
ACCOUNTSTRUCTURE
ACCOUNT
High Quality Score = HIGH AD PLACEMENT
keyword relevance to ad click through rate of ad relevance of the landing
page to displayed ad (and, oh yeah, bid price)
Organize campaigns to allow tests and comparisons of different approaches, their conversion rates, and cost of conversion.HINT:
Your budget and the economics of ad impressions and clicks.
SUPPLY and DEMAND
OVER SUPPLY
ADS & CLICKS
ADS & CLICKS
UNDER SUPPLY
When launching new campaign, watch closely for first couple weeks and experiment. Once tuned, cut down on ad changes. Keep a log of your tests.TIP:
Ad Copy = Get me to click in 95 letters or less.
get to the point target the need of why they need it hit their hot buttons include a call to action (if possible) build on what works…refine message
Look at other ads for keywords and get ideas of how to write your own. Find inspiration. Do not copy a competitor’s ad verbatim.TIP:
Click through rate = Conversation rate
Click through is users clicking over to website
Conversion is those users becoming customers
/
Figuring out your Return On Ad Spend
When running multiple ads for a new campaign, use the Rotate setting to better track individual ad performance.TIP:
Cost effective conversions = Success in AdWords
ensure results in sales that give positive return on investment
Assume keywords are $1 per click…
Keep in mind some may click onto website but go buy in a store, or come directly back to website at a future time for purchase.HINT:
DON’T LOSE THEM NOW!
Make sure your LANDING PAGE…
reflects why they clicked on your ad has a call to action or next desired action provides enough information for action has no barriers to conversion includes any appropriate credibility info
It comes down to 5 things…
Keep your campaigns manageable.
Examine your landing pages.
Focus on conversions.
Focus on conversions.
Focus on conversions!
SHOPPING ENGINE MARKETING
What doesa shopping engine do?
For consumers to research products…
For you to reach highly converting consumers as they figure out what, where to buy and how much to pay.
How is marketing on
shopping engines different from search engines?
AutomotiveCar ElectronicsCar Accessories | Car Alarms | Car Amplifiers | Car CD Changers | Car CD/MP3 Players | Car Cassette Players | Car Crossovers | Car DVD Players …
Parts and SuppliesAutomotive Accessories | Automotive Care | Automotive Parts | Automotive Performance…
Merchants place bids for entire levels: Category Subcategory Product
Top placement formerchants is based on:
Product Prices Product Availability Customer Service
Rating
Bidding Price = Click Cost/
and that’s a good thing!
You will only pay $0.01 over the next highest maximum bid.
Check what categories you have products in – especially after a new data feed.
Track your performance via reports to analyze your clicks, cost and sales performance.
Compare current month against previous months/year to monitor your advertising and spending over time.
WEIGHING PROs & CONs
Price comparison or Shopping Comparison?
Level of difficulty for engagement?
Right venue for automotive parts?
AUTOMOTIVE SHOPPING ENGINES
MODsearch.com
TruckMoxie.com
The “Long Tail”
The Internet has made it easier for consumers to find niche content and products.
Each person's media and product consumption are tailored to his/her specific interests.
MEET DAVID
HE LIKES
HE LOVES
DRIVESHE
WANTSHE
a lot of modifications
SIMILAR CHARACTERISTICS
search by vehicle (year-make-model) more detailed parts category breakdown shoppers also consider sites a resource very high probability of closing sales from these
niche shopping engines
NOTABLE DIFFERENCES
StreetPerformance.com… does not require a detailed data feed also provides an extensive directory listing of
companies, their products and information ads are pushed out to partnered enthusiast
networks reaching millions in automotive segment
performance advertising media
Whichever
you chooseor combination
Doing THIS
WILL PREVENT
Gigi Hodigital performance incwww.digitalperformance.comwww.streetperformance.comtoll-free 866.469.7623