how to overcome enterprise ppc challenges by marta turek

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Marta Turek

Meditative

@MTurek

#SMX #32D

October 3, 2013

HOW TO OVERCOME

ENTERPRISE PPC

CHALLENGES

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2

WHO WE ARE

OUR RESEARCH INSIGHTS OVER THE YEARS

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07

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Inside The Mind

of The Searcher

Search Engine

Usage Research

Google

Golden

Triangle

Barriers On

a Website

Mapping the

BuyerSphere

Google

Instant

Results

Google Places

Desktop &

Mobile

PPC & Display

User Purchase

Behaviour

Branching Out From

Search Research

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13 Facebook

Graph Search

Study

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13 Local Search

Behaviour on

Mobile

MAXIMIZING ENTERPRISE PPC

TODAY’S TOPIC

Unaligned Executives – Low Digital Buy-in

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1Fragmented Stakeholder Groups at Operational Level 2

3 Overlapping Keywords / Markets

MARTA TUREKGroup Manager

Performance Media

TODAY’S PRESENTER

THE CHALLENGES

UNALIGNED

EXECUTIVES

BE THE VOICE OF STRATEGIC DIRECTION

Speak from the top,

Strategically Down

Not from the bottom,

Tactically Up

HOW:

PAINT A PICTURE OF DIGITAL POTENTIAL

EXAMPLE

SECURING ENTERPRISE PPC BRAND BUDGET

Challenge: Prove the business case for an Enterprise

PPC Brand Budget

Goal: Help executives understand the costs of not

investing in a brand strategy

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CASE STUDY: BUILDING A CASE FOR BRAND PPC

DEFINE: HOW BIG IS THE MISSED OPPORTUNITY?

Client Enterprise Brand PPC

Impression Share: 0%

TH

E

CO

MP

ET

ITIO

N


MEASURE: WHAT DOES ‘GOOD’ MEAN?

Search ads 1-3

Organic result 1

Organic results 2-4

Organic results 5+

No Enterprise Brand Ad in Top Real Estate on Page

Current Share of

Voice: 0%

‘Good Enough’:

100%

People trying to

buy from you now

WEB & SALES

People trying to

buy now

People who know you

and may buy someday

People who may buy

someday

People who know you

but will never buy

People who will

never buy

SEARCH

EMAIL & NURTURING

SOCIAL & AD MEDIA

ELIMINATE

ELIMINATE


ANALYZE: REMOVE BARRIERS FROM PROSPECTS

START FROM THE CORE AND

WORK OUT


ANALYZE: QUANTIFY IMPACT OF INEFFICIENCIES

Lost Opportunity to Drive Traffic to Targeted Pages

Lost Brand Traffic to 3rd Party Sites

Lost Impression Share

Lost Conversions

Lost Visibility in the SERPs

Lost Acquisitions

Increased Cost of Acquisition

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IMPROVE: FIRST THINGS FIRST

1 Start at Core & Determine Cause of Inefficiencies 2 Quantify Impact of

Inefficiencies

3 Determine Resources required to Repair 4 Prioritize Based on Greatest

Increase to Efficiency

Using Limited Resources

IF EVERYTHING IS IMPORTANT,

NOTHING IS IMPORTANT


CONTROL: DETERMINE SUCCESS METRICS & KPIsT

HE

CO

MP

ET

ITIO

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Client Enterprise Brand PPC

Impression Share: 100%

UNALIGNED EXECUTIVES – LOW DIGITAL BUY-IN

SUMMARY CONCLUSION

Quantify the Growth Opportunity or Opportunity Cost

Show Executives what the ceiling is

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4

1

Define Good – Create Context and Explain Good Relatively

Good is Relative, Not Absolute 2

3 Share Small Milestones more often

Don’t make executives wait for one big presentation

FRAGMENTED STAKEHOLDER

GROUPS

THE CHALLENGE: FRAGMENTED STAKEHOLDER GROUPS

LACK OF COHESION & TRUST

CLIENT

STAKEHOLDERS

INDIVIDUALS & FAMILIES

REGIONAL

BUSINESS

ENTERPRISE

BRAND

SMALL BUSINESS

NATIONAL BUSINESS

EMPLOYEES & ORGANIZATIONS

THE CHALLENGE: FRAGMENTED STAKEHOLDER GROUPS

LACK OF COHESION & TRUST

SMALL BUSINESS

Stakeholder 1

Stakeholder 2

TACTIC 1: FRAGMENTED STAKEHOLDER GROUPS

LATCH ON TO THE RULE BREAKER

SMALL BUSINESS

RULE

BREAKER


BECOME THE CENTRAL TOUCHPOINT

AGENCY PARTNER


REGIONAL BUSINESS

ENTERPRISE

BRAND

SMALL

BUSINESS

NATIONAL BUSINESS

EMPLOYEES &

ORGANIZATIONS


STAY IMPARTIAL. LEVERAGE PARTNERS.

Facilitate

Communication

COMMUNICATION FACILITATOR


REGIONAL BUSINESS

ENTERPRISE

BRAND

SMALL

BUSINESS

NATIONAL BUSINESS

EMPLOYEES &

ORGANIZATIONS


EDUCATE ACROSS SILOS

Small Business Group

Low PPC Budget = Limited Searcher Interest

TACTIC 4 : FRAGMENTED STAKEHOLDER GROUPS

EDUCATE ACROSS SILOS

Individual & Families Group

Strong PPC Investment = Stable Searcher Interest

FRAGMENTED STAKEHOLDER GROUPS

SUMMARY CONCLUSION

Latch on to the Rule BreakerFind an internal champion pushing the status quo

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3

1Become the Central Touchpoint Large Enterprises have High Turnover 2

3 Stay Impartial. Leverage Partner Relationships

Develop a cohesive picture of the digital marketing framework

4 Educate to Inform, Break Silos & Increase Transparency

Use Internal Case Studies to share information

KEYWORD & MARKET

CONVERGENCE

KEYWORD & MARKET CONVERGENCE

OVERLAPPING MARKETS / KEYWORDS

Enterprise Brand

Employers & Organizations

Small Business

Regional Business

National Business

Individuals & Families BRAND TERMS

and

MARKET OVERLAP

KEYWORD & MARKETCONVERGENCE

DEFINE: SCOPE OF MARKET OVERLAP

Multiple Business Units Competing

on Brand Terms

“I don’t care what the brand strategy is,

as long as you meet my goals”

Client Stakeholder

THE APPROACH

GETTING ALIGNMENT ON BRAND STRATEGY

Engage the Searcher on the SERP

Control your Brand Experience

Drive searchers to targeted pages by audience & market

Crowd out competing messages and competitor noise

Capture 100% of potential impressions

Promote Each Business Segment Individually

And maintain a cohesive brand message

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THE TACTICS

ENHANCED AD FORMAT APPROACH

Enhanced Sitelinks

3 Line Sitelinks & Social

Extensions

THE TACTICS

ENHANCED AD FORMAT APPROACH

Client – Official Site | Client.comwww.client/Official-SiteOffers Tailored Solutions for Individuals & Businesses.Learn More about Our Competitive Edge. Enterprise PPC Regional Business Employers & Organizations National Business Small Business Individuals & Families

Multi-Tiered Sitelink Strategy with

Cross Account Conversion Tracking

3 THINGS TO REMEMBER

THE FINAL WORD

Get all Stakeholders on side – thinking big picture Paint a global picture beyond each business segment

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1

1

Start at the top & become the strategic voice

Fragmentation filters from the top down 2

3 Repetition. Repetition. Repetition.

Distill an aligned story throughout the organization

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Over 300 Digital Marketing Resources Available

Visit www.mediative.com/resources

Marta Turek

[email protected]

Twitter: @MTurek

THANK YOU! QUESTIONS?

http://www.slideshare.net/SearchMarketingExpo

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