Explore mobile search, video search and going global with your brand. Find new ways to leverage PPC that are different and innovative.

1. New ways to drive Revenue
from PPC
Sri Sharma, Managing Director
October 2011
© 2011 Net Media Planet

2. Net Media Planet
The PPC People
Award-winning paid search agency helping ambitious
clients maximise the potential of their online marketing
© 2011 Net Media Planet

3. Thinking differently?
Millions of advertisers
Hundreds of thousands of affiliates
Thousands of agencies
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4. Video search
Mobile search
International search
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5. Driving performance from
YouTube
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6. © 2011 Net Media Planet

7. Our Approach: search meet display
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8. Think Customer
Customer demographics
Customer psychographics
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9. Target relevant media
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10. Build scale
Extend themes
Target demographics individually
Update schedule regularly
© 2011 Net Media Planet

11. Target demographics
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12. Test
Text ads vs Image ads
Keep ads fresh
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13. Take advantage of
SOCIAL BUZZ
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14. © 2011 Net Media Planet

15. 1
2
3
© 2011 Net Media Planet

16. Consider ...
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?
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17. © 2011 Net Media Planet

18. Drive Revenue
from mobile
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19. You’re doing mobile PPC right?
Impressions by device relative to Desktop
7%
5.5%
Source: Net Media Planet (Retail); Q1-2 2011
© 2011 Net Media Planet

20. Take advantage of lower CPCs in the run up to Xmas
CPC by device
72%
43%
Source: Net Media Planet (Retail); Q1-2 2011
© 2011 Net Media Planet

21. Understand your customer and drive higher revenue
AOV by Device
Source: Net Media Planet (Retail); Q1-2 2011
© 2011 Net Media Planet

22. Analyse by Mobile Operator to identify opportunities
Conversion Rate by Mobile operator
2.50%
Conversion rate
1.70%
1.40%
1.10%
0.30%
Source: Net Media Planet (Fashion Retail); Sep-Oct 2011
© 2011 Net Media Planet

23. Optimise your PPC by time of day
% Sales by Time of Day: Desktop vs Mobile vs Tablet
0.08
0.07
0.06
Sales
0.05
Indexed
100% Mobile
0.04
Tablet
Desktop
0.03
0.02
0.01
0
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24
Source: Net Media Planet (Retail); Q1-2 2011 Hrs of day
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24. Simplicity of m-commerce
Click to Call
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25. Simplicity of m-commerce
NFC bridges online/offline
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26. Consider ...
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
© 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)
27
© 2011 Net Media Planet

28. Ecommerce Sales in Western Europe are rising
faster than in the UK
B2C Ecommerce Sales in Western Europe*
Source: eMarketing (July 2011), *France, Germany, Italy, Spain in Billions
28
© 2011 Net Media Planet

29. International expansion challenges
Customer
Competitors x no. of Markets
Regulatory & compliance
Operations
© 2011 Net Media Planet

30. Drive incremental
international revenue
Build the international
expansion business case
© 2011 Net Media Planet

31. Simplify your choice of
global advertising platforms
© 2011 Net Media Planet

32. Google own 90% of the search market globally
Global Search Engine market share
Source: StatsCounter Global Stats, iResearch via Econsultancy (July 2010), Lenta.ru, Nielson online (May 2010) via Searchblog.asia
© 2011 Net Media Planet

33. Google own 98% of the mobile search market globally
Global Mobile Search Engine market share
Source: StatsCounter Global Stats (July 2010) via Econsultancy,
© 2011 Net Media Planet

34. Facebook dominates the global social network market
Social map of the world
Source: Vincos.it (June 2011)
© 2011 Net Media Planet

35. Localise your
marketing
© 2011 Net Media Planet

36. On-site localisation improves conversion rate
Conversion
Rate
Indexed
1.0 1.2x 1.7x
English language Local language Localised site
site in £ bridge page with & currency
English site
Source: Net Media Planet clients
36
© 2011 Net Media Planet

37. © 2011 Net Media Planet

38. “Autumn + 25% “Fall collection
collection out
CR
out now”
now”
Message localisation
Even across English speaking countries
Source: Net Media Planet (Fashion Retail)
38
© 2011 Net Media Planet

39. Expand internationally
through paid search
© 2011 Net Media Planet

40. P&O Ferries DE
Objectives in 2005:
Gain strategic insights
Expand brand awareness
Drive sales
© 2011 Net Media Planet

41. Non-branded Paid Search
strategy
© 2011 Net Media Planet

42. Brand awareness grew through Paid Search
Brand impressions over time
Brand
impressions
2005 2006 2007 Years
2008 2009 2010 2011
© 2011 Net Media Planet

43. Consider ...
New revenue opportunities in international
markets
Take an incremental approach
Localisation of marketing is vital
© 2011 Net Media Planet

44. 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
© 2011 Net Media Planet

45. Thank you
Contact:
sri@netmediaplanet.com Stay in touch!
0203 008 8321
Tel:
0203 008 8321
Blog: @netmediaplanet
netmediaplanet.com/blog
@srisharma
© 2011 Net Media Planet