Q3 2014 презентация

Performance Activation Framework Visibility Find participants across channels & devices Relevancy Create experiences that break through clutter & drive qualified clicks Conversion Activate clicks, actions, leads, sales Optimization Continually improve results

Today’s Fluid Multi-Touch Journey

Leveraging Participant Data See people through data Participant insights Social chatter Search keywords Browsing data Demographics Create experiences that are already optimized because they’re informed by participant engagement metrics uncovered via analytics

Participant Data in Action Challenge Software client needed to be nimble to capitalize on buzz, in 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

Integrating Search, Display & Social Understand competitive/ participant landscape Right person, Right channel, right device Create cross-channel, online-offline attribution plans, media-mix models Enable data collection via tagging Collect, report, optimize; shift budget in real-time to pounce on performance

Integration in Action Challenge Entertainment client sought to increase brand keyword search volume Strategy Expand beyond paid 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

Keys to Testing Define success Purchase, find store, sign-up Optimize to success metrics Create pre-click (ads) & 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

Landing Page Testing in Action

Copy/Creative: Testing

The New World of Organic Search

Organic in Action

Lead Gen Client: Results

Driving Relevancy through Search Retargeting