CEE Internet Oranges
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This document discusses combining two types of paid search advertising (PPC) to get the best results. It recommends using contextual PPC ads that build brand awareness in addition to direct response search ads. This approach called "eTargeting" integrates brand messaging with a direct call to action. Research shows this can increase ROI by 23% and lower customer acquisition costs by 6% while also building long-term brand loyalty.
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CEE Internet Oranges
- 2. FIRST STORY
- 5. 2 KINDS OF ORANGES. COMBINE THEM TO GET THE BEST RESULTS.
- 6. WHAT DID YOU SAY? 2 KINDS OF ORANGES?
- 7. CLASSIC .
- 8. NAVEL .
- 10. SECOND STORY
- 11. JEREMIAH OWYANG FORRESTER RESEARCH
- 13. WHAT DID YOU SAY? 2 KINDS OF PPC?
- 14. 2 KINDS OF PPC COMBINE THEM TO GET THE BEST RESULTS
- 15. PPC – SEARCH ADS DIRECT RESPONSE , SEM
- 16. PPC – CONTEXTUAL DIRECT RESPONSE + BRAN D
- 17. QUESTION?
- 19. 3000
- 20. ETARGET
- 21. ETARGET = PPC ADVERTISING WITH BRAND EXTENSION NAVEL
- 24. WWW. MY-SITE .COM DOES NOT HAVE ENOUGH VISITORS
- 27. WEBSITE
- 29. WEBSITE PPC (ETARGET) EMAIL SEO CONTENT
- 32. PPC – SEARCH ADS LOW BUDGET, CONTROL OVER BUDGET PRECISE TARGETING FLEXIBILITY
- 33. WHEN SEARCH IS NOT THE BEST OPTION TOO MUCH COMPETITION LOW CONVERSION BRAND ADVERTISING
- 34. SEARCH IS OK LAST KICK BEFORE ACTION
- 35. SEARCH IS NO-NO LESS KNOWN PRODUCT OR TAKE CUSTOMERS FROM COMPETITION
- 36. A I D A ATTENTION INTEREST DESIRE ACTION = SEARCH
- 37. A I D A ATTENTION INTEREST DESIRE ACTION
- 38. A I D A ATTENTION INTEREST DESIRE NOT ONLY ACTION
- 40. JEREMIAH OWYANG FORRESTER RESEARCH
- 46. PPC - CONTEXTUAL: PRODUCT TARGETING CUSTOMER TARGETING BROAD
- 47. TV, RADIO PRINT, BANNERS
- 48. PRINT WEBSITE (PPC) FEW SECONDS LOW ATTENTION 1-10 MINUT FULL ATTENTION
- 49. ~ 20% TRUSTS ADVERTISING 60% TRUSTS WHAT COMPANY WEBSITE SAYS (NIELSEN RESEARCH)
- 54. CUSTOM ATTRIBUTION METHOD
- 55. 50% MORE FOR BRAND ADS 23% INCREASE IN ROI 6% LOWER COST FOR CUSTOMER ACQUISITION
- 61. COUPLE OF WEEKS LATER...
- 65. BRAND LOYALTY
- 67. A I D A ATTENTION INTEREST DESIRE NOT ONLY ACTION
Editor's Notes
- #2: Let me start with two stories and one question.