Q3 2014 презентация

Overview

drive qualified clicks
Conversion Activate clicks, actions, leads, sales
Optimization Continually improve results

Performance Activation Framework

More Relevant Ads = More Qualified Interactions = Less Costs & More Conversions

already optimized because they’re informed by participant engagement metrics uncovered via analytics

Leveraging Participant Data

real-time, around new product announcement
Strategy On launch day, we implemented bids, keywords & copy based on dynamic participant data. We noticed higher-than-expected social conversations trending in anticipation; we used these insights to build/refine copy & keywords.
Results On announcement day, relevant ads drove 328% higher-than-average CTR, an all-time high

Participant Data in Action

plans, media-mix models
Enable data collection via tagging
Collect, report, optimize; shift budget in real-time to pounce on performance

Integrating Search, Display & Social

search to display & social with theory that visibility would create demand in search
We tailored messaging through the journey
Results
Brand search volume increased 21% in the 1st month & 46% in the 2nd
Proof that display & social can not only drive direct conversions, but also fuel search

Integration in Action

post-click (landing page) experiences that convert
Big ROI lies beyond the click
Yet for every $92 spent acquiring visitors, only $1 is spent converting them*
We routinely see 100%+ conversion rate increases via landing page testing (A/B, multivariate)
Never stop testing & learning

Keys to Testing

VS.

*Econsultancy (2012)

Landing Pages
Copy & imagery customized to region

Gender Landing Pages
Experiences aligned with gender

Dynamic Landing Pages
Elements (images, layouts, content) change based on keywords, location, or prior visits

Hispanic Landing Pages & Insights
Experiences (language, layout & imagery) designed for Hispanics

Mobile Landing Page & Insights
Experiences tailored to mobile devices & associated behaviors

12% LIFT

41% LIFT

83% LIFT

420% LIFT

27% LIFT

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Overcome Challenges

Develop Hypotheses

Plan Measurement, Research, and Testing

i.e. achieve $X Cost-Per-Acquisition for Product Campaigns

Uncertainty around the precise copy to establish relevancy with searchers

Identify language that establishes relevancy with searchers, and increases CTR, decreases CPA

“Quality” is the most relevant qualifier when referring to retailer’s product

Copy Testing to let market determine winner

FOR EXAMPLE:

20th organic algorithm update penalizing poor content, rewarding quality relevant content
eBay has lost 2/3rd of its organic real estate
Now, we take a Performance Content approach
Creating engaging experiences that are awarded high rankings because they’re relevant to users
Opportunity if you’re losing organic traffic
Can also use paid search to compensate for organic loss

paid search CTR

Paid search presence led to 50% increase in organic CTR

Paid & Organic Domination Boosted Overall CTRs

Organic Advancement Enabled Reduced Paid Investment

12% increase in applications Y/Y