1. Why only going down the search road may not deliver maximum business value
Julian Lynch, iProspect

2. Measures of Success and KPIs1
Measures of Success and KPIs 2
Maximising Paid Search 3
Real Time Bidding 4
Measuring and Optimising the User Journey 5
Final Thoughts

3. how do we define business value in our campaigns?
ROAS
ROI
Net Margin
CPA
CPL
CPS

4. Most common campaign objectives
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5. We need different kpis for different objectives
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6. Copyright © 2013, iProspect, Inc. All rights reserved.

7. This little formula can help
Agreed CPA x Site Conversion Rate = Bid
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8. Search is the “linker” that unlocks other media touchpoints
Display
Social
ABL
Conversion
sales
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9. challenges with paid search
Can be very expensive
Can be saturated
Lots of established advertisers
Well know brands can have it easier
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10. Strong Brand association makes a big difference
Source – Google Trends for Marketers
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11. Make sure your ppc focuses on roi
COMPETITORS
VOLUME
PPC COST
SEO DIFFICULTY
CONVERSION
PROFIT
ROI
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12. Relevancy Keywords Ad Copy Website A/C Structure Optimisation
Follow the 6 pillars
Relevancy
Keywords
Ad Copy
Website
A/C Structure
Optimisation
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13. Real time bidding can be as cost effective as ppc
Publisher
15-24
Enthusiast
Retargeting
Contextual
Publisher
Publisher
DYNAMIC PRICING
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14. Can Reach 99% of the internet audience this way
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15. We need to measure all touchpoints in the journey
FIRST TOUCH
2ND TOUCH
3RD TOUCH
LAST TOUCH
PPC
SOCIAL
ACTION
DISPLAY
SEO
AFFILIATE
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16. Last interaction model can undervalue Display
Linear

17. Display often assists in more conversions than ppc
Site
Assisted Conversions

18. These insights allow us to define different roles for different interactions and set different success criteria
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19. Google shopping will change retail next year
Far higher conversion
Rates than standard PPC
Competitive companies thrive
CPC & CPA Bidding
Upload full database inventory

20. Final thoughts Have flexible budgets Have flexible creative Be patient
Align activity with other media
Be realistic
Measure everything
Test, test, test
Get on Google Shopping
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