cee internet oranges

FIRST STORY

2 KINDS OF ORANGES.COMBINE THEM

TO GET THE BEST RESULTS.

WHAT DID YOU SAY?2 KINDS OF ORANGES?

CLASSIC.

NAVEL.

SECOND STORY

JEREMIAH OWYANGFORRESTER RESEARCH

WHAT DID YOU SAY?2 KINDS OF PPC?

2 KINDS OF PPCCOMBINE THEM TO GET THE BEST RESULTS

PPC – SEARCH ADSDIRECT RESPONSE, SEM

PPC – CONTEXTUAL DIRECT RESPONSE+ BRAND

QUESTION?

30003000

ETARGET

ETARGET=

PPC ADVERTISING WITH BRAND EXTENSION NAVEL

WWW.MY-SITE.COMDOES NOT HAVE

ENOUGH VISITORS

WEBSITE

WEBSITE

PPC (ETARGET)

EMAILSEO

CONTENT

PPC – SEARCH ADS

LOW BUDGET, CONTROL OVER BUDGET

PRECISE TARGETING

FLEXIBILITY

WHEN SEARCH IS NOT THE BEST OPTION

TOO MUCH COMPETITION

LOW CONVERSION

BRAND ADVERTISING

SEARCH IS OK

LAST KICK BEFORE ACTION

SEARCH IS NO-NO

LESS KNOWN PRODUCT

OR

TAKE CUSTOMERS FROM COMPETITION

A I D A

ATTENTION INTEREST DESIRE ACTION = SEARCH

A I D A

ATTENTION INTEREST DESIRE ACTION

A I D A

ATTENTION INTEREST DESIRE NOT ONLY ACTION

JEREMIAH OWYANGFORRESTER RESEARCH

PPC - CONTEXTUAL:

PRODUCT TARGETINGCUSTOMER TARGETING

BROAD

TV, RADIOPRINT, BANNERS

PRINT WEBSITE (PPC)

FEW SECONDS

LOWATTENTION

1-10 MINUT

FULLATTENTION

~20% TRUSTS ADVERTISING

60% TRUSTS WHAT COMPANY WEBSITE SAYS

(NIELSEN RESEARCH)

CUSTOM ATTRIBUTION

METHOD

50% MORE FOR BRAND ADS

23% INCREASE IN ROI

6% LOWER COST FOR CUSTOMER ACQUISITION

COUPLE OF WEEKSLATER...

BRAND LOYALTY

A I D A

ATTENTION INTEREST DESIRE NOT ONLY ACTION

THANK YOU.jan.sifra@etarget.eu