Pay-Per-Click Campaign

Review and Planning3/29/2013

2

Findings

• Order growth mostly came from:– Magid/ROC brand campaigns (65%)– Product listing ads (35%)– SKU campaigns (18%)– Remarketing campaign (5%)– (*some other campaigns affected order growth negatively)

• The YouTube campaign and the search companion campaigns generated minimal conversions last three months.

• The remarketing campaign had relatively low cost-per-conversion (click) and high view-through conversions.

3/29/2013

3

Actions

• Are we able to further scale up or improve the following campaigns or did they reach their potential already?– Product listing ads– SKU campaigns – Remarketing campaign

• If we can’t find a way to improve the YouTube and the Search Companion campaigns, should we pause both campaigns?

• Did we import all campaigns from Google Adwords to Bing Ads?

3/29/2013

4

Actions cont’d

• Should we review our not-Magid-branded keyword search campaigns (as a whole negatively affect order growth by -24%) and try to improve their performance?– Try new matching option : Include plurals, misspellings, and other close variants

– Try enhanced site links (http://bit.ly/yqsDFN ) - are there still compatibility issues now ?

3/29/2013

5

Actions cont’d

– (Bing) Add Site link Extensions in Bing campaigns (http://bit.ly/RdeEOb)

3/29/2013

6

Pay-Per-Click Overall Performance

• Visits: 8,255 -> 14,308 • Web Orders: 208 -> 392 (+184)

Feb-12

Mar-1

2

Apr-12

May-1

2Jun-12

Jul-12

Aug-12

Sep-12

Oct-12

Nov-12

Dec-12

Jan-13

Feb-13

0

2,000

4,000

6,000

8,000

10,000

12,000

14,000

16,000

0

50

100

150

200

250

300

350

400

450

Pay-Per-Click Campaigns (web customers only)

Visits Transactions

3/29/2013

7

Web Customer Orders: Campaign Performance Breakdown 1

• Magid/ROC Brand: 23-> 143 (+120)• Product Listing Campaigns: 48->113 (+65)• Other Campaigns (not including the ones listed on the next slide): 136->91 (-45)

Feb-12

Mar-1

2

Apr-12

May-1

2Jun-12

Jul-12

Aug-12

Sep-12

Oct-12

Nov-12

Dec-12

Jan-13

Feb-13

020406080

100120140160180200

Web Customer Orders

Other Campaigns Magid/ROC Brand Product Listing Ads

3/29/2013

8

Web Customer Orders:Campaign Performance Breakdown 2

• SKU Campaigns: 0-> 34 (+34)• Remarketing Campaign: 1->10 (+9)• YouTube Campaign: 0-1; Search Companion: 0-1

Feb-12

Mar-1

2

Apr-12

May-1

2Jun-12

Jul-12

Aug-12

Sep-12

Oct-12

Nov-12

Dec-12

Jan-13

Feb-13

0

5

10

15

20

25

30

35

40

Web Customer Orders

SKU Campaigns Magid RemarketingSearch Companion YouTube

3/29/2013

9

Web Customer Orders:Display Ad Campaigns

• The Remarketing campaign had relatively low cost-per-conversion and high view-through-conversion. I suggest we continue the campaign and increase daily budget when needed.

• The YouTube and the Search Companion Ad campaigns did not perform, generating minimal click-conversions and no view-through conversions. If we do not improve the campaigns, we should pause the campaigns.

Campaign report (Feb 1, 2012-Feb 28, 2013)

Campaign Clicks ImpressionsConv. (1-per-click)

Cost / conv. (1-per-click) View-through conv.

Magid Remarekting Campaign 2067 2028898 72 $23.01 760YouTube 364 233097 1 $937.53 0Search Companion Ads 799 213348 3 $301.25 0Total 122980 9654259 3848 $33.29 760

3/29/2013

10

Visits: Campaign Performance Breakdown 1

• Product listing ads and Magid/ROC brand campaign traffic has been increasing.

Feb-12

Mar-1

2

Apr-12

May-1

2Jun-12

Jul-12

Aug-12

Sep-12

Oct-12

Nov-12

Dec-12

Jan-13

Feb-13

0

1000

2000

3000

4000

5000

6000

7000

8000

9000

Visits

Other Campaigns Magid/ROC Brand Product Listing Ads

3/29/2013

11

Visits: Campaign Performance Breakdown 2

• SKU campaign and the remarketing campaign traffic was on the rise.

Feb-12

Mar-1

2

Apr-12

May-1

2Jun-12

Jul-12

Aug-12

Sep-12

Oct-12

Nov-12

Dec-12

Jan-13

Feb-13

0

100

200

300

400

500

600

700

800

Visits

SKU Campaigns Magid RemarketingSearch Companion YouTube

3/29/2013

12

Remarketing: Google vs. MyBuys

• Google Remarketing traffic increased significantly last few months. (Did we do anything differently?)

Feb-12

Mar-1

2

Apr-12

May-1

2Jun-12

Jul-12

Aug-12

Sep-12

Oct-12

Nov-12

Dec-12

Jan-13

Feb-13

0

100

200

300

400

500

600

Visits

Google Remarketing myBuys Remarketing3/29/2013

13

Remarketing: Google vs. MyBuys cont’d

• Google remarketing has a higher conversion rate than myBuys remarketing.

Google Remarketing myBuys Remarketing0.0%

0.5%

1.0%

1.5%

2.0%

2.5%

3.0%

Conversion Rate

3/29/2013