channel crossing

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Presented by Matt Wood Head of Search, SEO Positive Ltd Internet World 2013 Channel Crossing: Get Creative With PPC Data To Inform Your Digital Strategy Presented by Matt Wood Chief Operating Officer, SEO Positive Ltd Internet World 2013 @seopositiveltd

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Page 1: Channel Crossing

• Presented by Matt Wood• Head of Search, SEO Positive Ltd

Internet World2013

Channel Crossing:Get Creative With PPC Data To

Inform Your Digital Strategy

Presented by Matt WoodChief Operating Officer, SEO Positive Ltd

Internet World2013

@seopositiveltd

Page 2: Channel Crossing

Presented by Matt WoodChief Operating Officer, SEO Positive Ltd

Agenda

What Can Be Influenced From This Data

Know Your Audience

Keyword Data

Engagement Rates

GEO Targeting

Placements & Topics

Marketing Attribution

Internet World2013

Page 3: Channel Crossing

Presented by Matt WoodChief Operating Officer, SEO Positive Ltd

What Can Be Influenced From This Data?

Affiliate Programmes

Social Profiles

Social Media PPC

Display

Content Distribution

Brand / PR

Creatives

Design & Development

Email Marketing

SEO

Internet World2013

Page 4: Channel Crossing

Presented by Matt WoodChief Operating Officer, SEO Positive Ltd

Know Your Audience

Internet World2013

Active AudiencePassive Audience

Page 5: Channel Crossing

Presented by Matt WoodChief Operating Officer, SEO Positive Ltd

Keyword Data

Match Search Queries

Performing Longtail Keywords

PPC Position /Conversion Ratio

Text Ads

Click Through Rates

Time of Day

Internet World2013

Page 6: Channel Crossing

Presented by Matt WoodChief Operating Officer, SEO Positive Ltd

Turn Negative Into Positive

Unwanted PPC Traffic

High Traffic Volume

Low Traffic Volume

Internet World2013

Page 7: Channel Crossing

Presented by Matt WoodChief Operating Officer, SEO Positive Ltd

Engagement Rates

Conversion Rates

Time on Site

Bounce Rate

Page Views

Internet World2013

Page 8: Channel Crossing

Presented by Matt WoodChief Operating Officer, SEO Positive Ltd

Run A Google Experiment

Split Test with the Google Experiment tab

Identify best images to use

Best calls to action

Best layouts

Best content

Internet World2013

Page 9: Channel Crossing

Presented by Matt WoodChief Operating Officer, SEO Positive Ltd

GEO Targeting

International

Internet World2013

Local

Page 10: Channel Crossing

Presented by Matt WoodChief Operating Officer, SEO Positive Ltd

Who’s driving themost traffic?

Are there otherrelevant topics?

What value dothese visitors hold?

Placements & Topics

Internet World2013

Page 11: Channel Crossing

Presented by Matt WoodChief Operating Officer, SEO Positive Ltd

Identify best converting combinationsof online advertising

Identify the role

PPC is the quickest way toinfluence a combination

Marketing Attribution

Internet World2013

Page 12: Channel Crossing

Presented by Matt WoodChief Operating Officer, SEO Positive Ltd

Email Marketing to existingcustomer database

Set up remarketing list tovisitors that have completedthe shopping basket

Set up a Facebook advancedtargeting campaign &upload email addressesfrom database

An Effective Example of Multi-Channel Marketing

Internet World2013

Page 13: Channel Crossing

Understand your audience

How does your PPC data influence other mediums

What medium converts and which assists

Combine each route to market to find the most effective method to increase conversions

Summary

Presented by Matt WoodChief Operating Officer, SEO Positive Ltd

Internet World2013

Page 14: Channel Crossing

Presented by Matt WoodChief Operating Officer, SEO Positive Ltd

Tel: 0800 088 6000

Email: [email protected]

Web: www.seopositive.co.uk

@seopositiveltd

Any Questions?

Internet World2013