new ways to drive revenue from ppc sri sharma - net media planet

© 2011 Net Media Planet

New ways to drive Revenue

from PPC

Sri Sharma, Managing Director

October 2011


Award-winning paid search agency helping ambitious

clients maximise the potential of their online marketing

Net Media Planet The PPC People


Thinking differently?

Millions of advertisers

Hundreds of thousands of affiliates

Thousands of agencies


Video search

Mobile search

International search


Driving performance from

YouTube


Our Approach: search meet display


Think Customer Customer demographics

Customer psychographics


Target relevant media


Build scale Extend themes

Target demographics individually

Update schedule regularly


Target demographics


Test Text ads vs Image ads

Keep ads fresh


Take advantage of

SOCIAL BUZZ


1

3 2


Test YouTube for sales and brand awareness

Connect with the customer - be hyper relevant

Use Image ads over Text ads

Take advantage of social media buzz

Google TV?

Consider ...


Drive Revenue

from mobile


You’re doing mobile PPC right?

Impressions by device relative to Desktop

Source: Net Media Planet (Retail); Q1-2 2011

7%

5.5%


Take advantage of lower CPCs in the run up to Xmas

CPC by device

43%

72%



Understand your customer and drive higher revenue

AOV by Device



Analyse by Mobile Operator to identify opportunities

Source: Net Media Planet (Fashion Retail); Sep-Oct 2011

Co

nv

ers

ion

rate

Conversion Rate by Mobile operator

1.10%

0.30%

2.50%

1.40%

1.70%


Optimise your PPC by time of day

% Sales by Time of Day: Desktop vs Mobile vs Tablet

0

0.01

0.02

0.03

0.04

0.05

0.06

0.07

0.08

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24

Mobile

Tablet

Desktop

Sales

Indexed

100%

Source: Net Media Planet (Retail); Q1-2 2011 Hrs of day


Simplicity of m-commerce

Click to Call


Simplicity of m-commerce

NFC bridges online/offline


Target devices seperately to improve ROI

Use messaging to improve AOV on tablets

Maximise sales through time of day optimisation

Leverage Click to Call

Stay close to NFC

Consider ...

© 2011 Net Media Planet 27

“UK disposable income drops

7.9% year on year”

Source: Asda Income Tracker (September 2011)

“UK Economy slowed to 0.2%

growth”

Source: ONS, GDP (Q2 2011)

“UK economy represents

2.98% of the World economy”

Source: EconomyWatch (2010)


Ecommerce Sales in Western Europe are rising

faster than in the UK

28

B2C Ecommerce Sales in Western Europe*

Source: eMarketing (July 2011), *France, Germany, Italy, Spain in Billions


Customer

Competitors

Regulatory & compliance

Operations

International expansion challenges

x no. of Markets


Drive incremental

international revenue

Build the international

expansion business case


Simplify your choice of

global advertising platforms


Google own 90% of the search market globally

Source: StatsCounter Global Stats, iResearch via Econsultancy (July 2010), Lenta.ru, Nielson online (May 2010) via Searchblog.asia

Global Search Engine market share


Google own 98% of the mobile search market globally

Source: StatsCounter Global Stats (July 2010) via Econsultancy,

Global Mobile Search Engine market share


Facebook dominates the global social network market

Source: Vincos.it (June 2011)

Social map of the world


Localise your

marketing


On-site localisation improves conversion rate

36

Source: Net Media Planet clients

Conversion

Rate

Indexed

English language

site in £

Local language

bridge page with

English site

Localised site

& currency

1.0 1.2x 1.7x

© 2011 Net Media Planet 38

“Autumn

collection out

now”

“Fall collection

out now”

+ 25%

CR

Source: Net Media Planet (Fashion Retail)

Message localisation Even across English speaking countries


Expand internationally

through paid search


P&O Ferries DE

Objectives in 2005:

Gain strategic insights

Expand brand awareness

Drive sales


Non-branded Paid Search

strategy


Brand awareness grew through Paid Search

Brand impressions over time

2005 2006 2007 2008 2009 2010 2011

Brand

impressions

Years


New revenue opportunities in international

markets

Take an incremental approach

Localisation of marketing is vital

Consider ...


Understand your customer mindset and drive

incremental sales on YouTube

Analyse your mobile data and find new ways to

improve performance

Find new revenue on foreign shores


Thank you

Contact:

[email protected]

0203 008 8321

Tel:

0203 008 8321

Blog:

netmediaplanet.com/blog

Stay in touch!

@netmediaplanet

@srisharma

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