Performance Marketing from an Advertiser's Perspective
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JJ McCarthy, Global Director of the eBay Partner Network, shares their perspective on performance marketing and best practices for EPN. This presentation was given at ForumCon Chicago on September 27, 2011.
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Performance Marketing from an Advertiser's Perspective
- 1. Performance Marketing from an Advertiser’s Perspective JJ McCarthy Global Director, eBay Partner Network September 27, 2011
- 2. 1BILLIONpage views per day Over 100million active users worldwide 12million unique visitors daily A global presence in 39markets $60 billion GMV (Sales Volume) $2,000 sold every second! Mobile GMV is on pace to reach $4 billion
- 4. Performance basis is highly appealing from budgeting and risk perspective
- 6. Brand Protection: Ensure that the eBay brand is properly represented in all instances
- 7. ROI Positive Traffic & Sales: Maximize Velocity for eBay Sellers
- 9. Relevance
- 10. Ease of Use
- 12. Mindshare: Publishers dedicate more time and real estate to EPN (at competitors’ expense)
- 13. Word of Mouth: Publishers recommend EPN to their colleagues and peers
- 16. Performance basis is highly appealing from budgeting and risk perspective
- 18. Brand Protection: Ensure that the eBay brand is properly represented in all instances
- 19. ROI Positive Traffic & Sales: Maximize Velocity for eBay Sellers
- 21. Relevance
- 22. Ease of Use
- 24. Mindshare: Publishers dedicate more time and real estate to EPN (at competitors’ expense)
- 25. Word of Mouth: Publishers recommend EPN to their colleagues and peers
- 27. EPN’s Obligations to eBay.com: Protect the Brand g l O o
- 28. EPN’s Obligations to eBay.com: Create Velocity Serendipitous Discovery 150,000/Day Active Research 80,000/Day What to Buy 50,000/Day Where to Buy 10,000/Day SOLD
- 29. EPN’s Obligation to eBay.com: Establish Competitive Barriers Serendipitous Discovery Active Research What to Buy Where to Buy EPN has over 300,000 click-active websites driving traffic to eBay.com each month, representing a network of forums, blogs, and review sites that any would-be competitor would require years to replicate.
- 31. Performance basis is highly appealing from budgeting and risk perspective
- 33. Brand Protection: Ensure that the eBay brand is properly represented in all instances
- 34. ROI Positive Traffic & Sales: Maximize Velocity for eBay Sellers
- 36. Relevance
- 37. Ease of Use
- 39. Mindshare: Publishers dedicate more time and real estate to EPN (at competitors’ expense)
- 40. Word of Mouth: Publishers recommend EPN to their colleagues and peers
- 42. Entire Team focused on f(REE)
- 50. Points of Differentiation: Ease of Use API RSS Feeds XML Feeds Data Feeds Custom Banner Creatives Link Generator
- 51. Points of Differentiation: Earnings $10 8/10 8/10 6.5% 9/10 8/10 3/10 10/10 4/10 Business Model & Vertical GMB per Click ACRU Factor Latency Site Metrics Take Rate UPI Trans-parency Tool ID *1.08 *1.12 EPC = $0.65 *0.91 *1.16 *0.94 *1.21 *1.10 $1.04 CPC EPC = $1.04 $0.65 CPC
- 53. Performance basis is highly appealing from budgeting and risk perspective
- 55. Brand Protection: Ensure that the eBay brand is properly represented in all instances
- 56. ROI Positive Traffic & Sales: Maximize Velocity for eBay Sellers
- 58. Relevance
- 59. Ease of Use
- 61. Mindshare: Publishers dedicate more time and real estate to EPN (at competitors’ expense)
- 62. Word of Mouth: Publishers recommend EPN to their colleagues and peers
- 64. Thank You!