cee internet oranges
DESCRIPTION
TRANSCRIPT
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 [email protected]