1.
SEMETRICAL
PAID MEDIA
[WEBINAR] THE 3 KEYS TO SUCCESS IN PERFORMANCE MARKETING
NOVEMBER 2020

2.
A LITTLE BIT ABOUT US...
SEMETRICAL
Head of Inbound Marketing
Rory Hope
Rory possesses an enviable
track record in delivering
SEO growth that supports
multi-million-pound
revenues; Rory regularly
attends digital marketing
events across the globe to
discuss SEO, user intent and
content marketing strategy.
Rory has worked with Reach
PLC, American Express,
Arkadin, Flexioffices, DueDil
and Cloudflare.
Head of Paid Media
Klim Lugovstov
Klim is senior digital
performance expert, which
has seen him involved in
managing several large
global brands such as
ASOS, Volkswagen and
GSK. Klim’s key focus has
been across digital
acquisition, data and
customer experience.

3.
WE’VE WON MULTIPLE AWARDS
SEMETRICAL
2020: UK Biddable Awards Winner:
Best Small Biddable Agency
EU Content Awards Winner:
Best Integrated Content Campaign
2019: UK Search Awards Winner:
Best Small SEO Agency
EU Search Awards Winner:
Best Use of SEO - B2B
2017: EU Search Awards Winner:
Best Small SEO Agency
& Best PPC Campaign

4.
3 KEYS TO SUCCESS IN PERFORMANCE
MARKETING
SEMETRICAL
Key to Success 1
Maximum intelligence for strategy
development & campaign builds
Key to Success 2
Personalised ads, messaging and
targeting
Key to Success 3
Reporting & optimisation for
ROI

5.
MAXIMUM
INTELLIGENCE

6.
ALIGNING WITH BUSINESS OBJECTIVES
SEMETRICAL
Visual Example
Notes
● Establishing KPIs
● Developing quarterly & annual
targets
2 Visuals

7.
GAINING INDUSTRY KNOWLEDGE
SEMETRICAL
Visual Example
Notes
● Leveraging benchmarks:
○ Industry
○ Publishers
○ Existing Clients / Historical Activity In-House
● Conducting competitor analysis:
○ Websites
○ Search platforms
○ Social platforms
Visions
Industry
Benchm
arks
Competi
tor
analytics

8.
INTEGRATING WITH THE WIDER BUSINESS
SEMETRICAL
Visual Example
Notes
● Campaign integration
Integrating campaigns with the wider marketing
activity
● Partnerships
Developing a partnership with marketing, sales
& creative teams
● Stakeholder relations
Close relationships with key stakeholders

9.
SELECTING THE RIGHT CHANNEL MIX
SEMETRICAL
Visual Example
Notes
● Experience across all digital performance
channels: PPC, Paid Social, Display, App,
Shopping, Amazon
● Developing a bespoke strategy per channel
Google ads, App store, Amazon, Paid social - icons
and images etc. Strategy icon

10.
DEVELOPING DETAILED FORECASTS
SEMETRICAL
Visual Example
Notes
● Using industry data:
○ Benchmarks
○ Publisher insights
● Using client data:
○ Analytics
Graph ideas - empty graph

11.
PERSONALISED
SOLUTIONS

12.
CREATING AUDIENCE PERSONAS
SEMETRICAL
Visual Example
Notes
● Using advertising platforms to inform
audience reach
● Audience intelligence
Audience report screenshot

13.
IDENTIFYING THE MOST RELEVANT KEYWORDS
SEMETRICAL
Visual Example
Notes
● Detailed keyword research is
conducted to identify all relevant
keywords
● Long-tail keywords are expected to
have a lower cost per click and higher
conversion rates
Make something like this but diffrent

14.
PLANNING ACTIVITY AT ALL STAGES OF A
CUSTOMER FUNNEL
SEMETRICAL
Visual Example
Notes
● Developing a customer funnel based on
client objectives and user behaviour
● Tailoring targeting and creatives to each
stage of the journey
● Establishing KPIs to each stage of the
journey

15.
CREATING HYPER TARGETED EXPERIENCES
SEMETRICAL
Visual Example
Notes
● Creating hyper targeted audiences based on:
○ Location
○ Demographics
○ Interests
○ Behaviour
○ Search Terms
● Ensuring we are using tailored ads at
different stages of the journey and devices

16.
LOCALISING CONTENT
SEMETRICAL
Visual Example
Notes
● Localising content across each market & language:
○ Website
○ Creatives
○ Messaging
○ Keywords
● Working with 3rd party partners & in-house to
support with localisation

17.
REPORTING &
OPTIMISATION
FOR ROI

18.
OPTIMISING TOWARDS ROI
SEMETRICAL
Visual Example
Notes
● Ensuring we full access to all available
client data
● Integrating all channel activity with
analytics and CRM
● All campaign optimised towards return
on investment - on a daily basis

19.
DEVELOPING CROSS CHANNEL ALIGNMENT
SEMETRICAL
Visual Example
Notes
● Ensuring all advertising channels are fully aligned:
○ Monthly / Annual Targets
○ Targeting and creatives
○ Messaging
● Integrating with all other digital and offline channels

20.
GRANULAR VISIBILITY
SEMETRICAL
Visual Example
Notes
● Developing bespoke reports which
capture all key insights and KPIs
● Implementing all necessary website
tracking to capture all website sales
and revenue

21.
IMPLEMENTING A TEST & LEARN APPROACH
SEMETRICAL
Visual Example
Notes
● Ongoing testing across the following key areas:
○ Audiences
○ Creatives
○ Messaging
○ Campaigns
● This helps us to continuously enhance
campaigns to improve user journey

22.
3 KEYS TO SUCCESS IN PERFORMANCE
MARKETING
SEMETRICAL
Key to Success 1: Maximum intelligence for
strategy development & campaign builds
Key to Success 2: Personalised ads,
messaging and targeting
Key to Success 3: Reporting & optimisation
for ROI

23.
THINGS TO
EXPECT FROM AN
AGENCY

24.
SEMETRICAL
SEMETRICAL
We build long lasting
partnerships
Operating as an extension of
your in-house team
We develop long-term
planning
Data led strategy ROI focused

25.
FREE
CONSULTATIONS

26.
FREE CONSULTATIONS
SEMETRICAL
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