ppc in a multi-channel marketing campaign by sheila dela pena
TRANSCRIPT
Paid Advertising in a Multi-Channel
Marketing Campaign
October 14, 2009
Hello, My name is Sheila. I’m pleased to meet all of you.
~8yrs in Digital Marketing, eCommerce & Analytics
What Would Steve Jobs Say?
“My model for business is The Beatles. They were four guys who kept each other's kind of negative
tendencies in check. They balanced each other, and the total was greater than the sum of the
parts…Great things in business are never done by one person, they're done
by a team of people.”
Where are we at?
Illyes advised everyone to keep Authorship markup on their sites if it was already in place.
“It's no longer just about optimizing your website for Google. It's about optimizing your presence across the web.”
-Ryan Stewart, Owner/Founder of Webris
AWARENESS
• Customers are not fully aware of their needs and the solutions available.
CONSIDERATION
• Customers are aware of their needs and are looking for info to solve their needs.
INTEREST
• Customers are looking at the best possible solution for their needs. Differentiation is key.
DECISION
• Customers looks for reasons to trust a brand.
LOYALTY
• Customer needs to stay happy with the product/service to keep purchasing.
ADVOCACY
• Customer shares his/her good experience to other people.
Customers have specific needs at every step of their journey to purchase.
BEGINNING MIDDLE END
Customer Journey to Purchase
Marketing Channels are NOT created equal
Small Businesses in the US Retail Industry
Interaction based on the Purchase Path (Beginning, Middle or End of the Journey)Size: < 500 eCommerce Transactions in 45 Days
Medium Businesses in the US Retail Industry
Interaction based on the Purchase Path (Beginning, Middle or End of the Journey)Size: 500-10K eCommerce Transactions in 45 Days
41% 41%
18%
33%
44%
23%
40%44%
16%
40%43%
16%
33%
45%
22%22%
60%
18%21%
44%
35%34%
43%
22%
Beginning of Journey Middle of Journey End of Journey
Impact of Marketing Channels in the Customer Journey (Medium-Sized Businesses)
Organic Search Email Social Generic Paid Brand Paid Display Direct Referral
Large Businesses in the US Retail Industry
Interaction based on the Purchase Path (Beginning, Middle or End of the Journey)Size: > 10K eCommerce Transactions in 45 Days
40%42%
19%
32%
43%
25%
37%
46%
18%
39%
44%
18%
35%
43%
22%24%
57%
19%
33%
43%
24%22%
43%
34%
Beginning of Journey Middle of Journey End of Journey
Impact of Marketing Channels in the Customer Journey (in Large-Sized Businesses)
Organic Search Email Social Generic Paid Brand Paid Display Referral Direct
Illyes advised everyone to keep Authorship markup on their sites if it was already in place.
How can I leverage on Paid Advertising to boost my Digital Marketing Campaign?
Leverage on your
competitors
Facebook Paid Lookalike Audience
Adwords – Analytics Integration
Adwords – Analytics Integration
Adwords – Analytics Integration
Adwords Similar Audience
Retargeting
If Marketing Channels are not created equal,
how do you know at which stage of the customer journey each of your marketing channel should be used?
When is the right time to use PPC?
Know your Conversion Paths in Google Analytics
Attribute revenue from multiple touchpoints across the journey
Key Takeaways• Digital Marketing has evolved
a lot through the years. Strategies should be focused on Marketing /Business Goals.• Understand how your
Marketing activities are doing in the grand scheme of things.• Take advantage of Retargeting
to get that “One More Chance” to convert
THANK YOU!We’re looking for Content Writersemail [email protected]