PPT

2. Agenda
 What is search … Today
 Who we are
 What we do
 How we work
 Appendix
 Increase your digital presence
 Hong Kong Market Scene
 Case Study

3. WHAT IS SEARCH … TODAY

4. Search has become a behavior not
a medium
Extra sensory recognition
Increased targeting
and personalization
Cross platform search
Social graph replacing
link graph
Universal username Hyper-local targeting Rise of analytics Search becoming predictive

5. Need to Operate as
Interconnected Platform
Search Display Mobile Social

6. Need to Operate as
Interconnected Platform
Search Display Mobile Social

7. WHO WE ARE

8. Part of An Integrated Network
Creative BrandsMediabrands Specialists Specialist BrandsMediabrands
The Interpublic Group, Inc. (IPG) is a public listed entity on the New York Stock Exchange
Sandbox

9. Global Footprint, Local Focus
San Francisco
New York
Boston
Atlanta
Los Angeles
OSLO
Amsterdam
London
Brussels
Paris
Madrid
Stockholm
Copenhagen
Frankfurt
Milan
Santiago
SAO Paulo
Warsaw
Mumbai
Bangalore
Delhi
Kuala Lampur
Singapore
Sydney
Hong Kong
Tokyo
Beijing
Toronto
• Multi-cultural and local experience
• Flexibility to work with different offices
• Local market insight and intelligence
• Local market skill-set

10. Our Solution for Leading Brands
 Experts in how people seek, share and create content online
 Full-service search engine marketing firm

11. Markets HK Hub Handled
Regional Local

12. Recognized Industry Leader
2006 Wave Report:
“Biggest Break Out Star in Search”
Yahoo! Big Idea Chair 2010, 2011
and 2012
Digital Media Awards 2008 :
Best Search Campaign
2006 Agency of the Year:
Best Search
Awards
Press
SPEAKING

13. The reprisemedia Advantage
Single Contact
with Regional
Support
Flexible and
Scalable
Technology
Global Breadth
and Depth
Understanding
of your industry
Innovative
Search
Marketing
Strategies

14. WHAT WE DO

15. Paid Search Criteria
Paid Search success
depends on maximizing the
“Quality” of your campaign

16. Full Campaign Management
Optimization Areas:
 Bidding strategy
 Keyword buckets
 Keyword expansion / deletion
 Negative keywords
 Match types
 Creative Ad Copy
 Landing Page
 Targeting options
Keyword Performance
Creative
Performance
Keyword Variables
Landing Page Variables
Targeting
Options
Testing
Alternate Engines
and Products
Reprisemedia improve overall campaign quality and performance

17. Reprise Principles for Search Success
Content
Social
Search
Intent Use search as marketing intelligence
 Balance technology and human touch
 Integrate data
 Flexible in applying common process and technology globally
 Continue to innovate

18. Approach to Search Management
Marketing
objectives
Define
Architecture
Thematic groups
Performance tiers
Optimize
Performance
Testing
Optimization
Maximize
Relevancy
Tailored creative
User experience
Refine
Budgeting
Seasonal planning
Promotion spending
Holistic, integrated campaign strategy based on objectives to drive cost-effective results
Drive cost-effective conversions

19. How we work

20. Status Check
Constant monitoring of
the account to spot
irregularities
/opportunities
Adjusting Bids
Bid adjustment policies will
be enforced
Query Mining
Locate terms to capitalise
on cheaper CPC’s niche
categories which can be
expanded
Negatives
Maintaining quality
traffic to the site
Daily

21. Fortnightly Monthly
LP test
Landing page testing will
ensure users are being
placed on the most
relevant pages
Ad Testing
Determine what is
performing to improve the
click through rate
Trend
Evaluate where
opportunities may lie and
what portion of budget is
to be allocated
Monitoring
Assists in rationalising
results and gives an
indication of current share
of voice

22. Appendix

23. Digital Presence

24. Maximizing Your Digital Presence
Buying Inventory Buying AudienceVS.
Content as proxy for
audience; Demo range;
Content Categories;
Flat rate;
% of inventory
For 20% of
inventory
Online Users with
demonstrated intent
Identity audience target; buy
individual impressions at
market value on relevant
content

25. Cadreon Display Search
Display + Paid Search = Clout
The campaigning to deliver high volume of
impression and reach at a cost effective CPM
The campaigning to deliver high volume of
impression and reach at a cost effective CPC.
And let the website do the selling.
Online Sales-The campaigning to deliver high
volume of impression and reach at a cost
effective CPA.

26. Increasing Brand Effectively
Establish digital
audiences and not
assuming
environment =
audience
Target key
milestone
demographics
Tailored creative to
each demographic
Unified analytics
platform to build
attribution models
Demographically
target mobile users
Multi variates
testing

27. Hong Kong Market Scene

28. Four
out of every ten shoppers in Hong Kong expect
to make online purchase
(Source: Microsoft Advertising / Aegis Media)

29. of Hong Kong online users plan to make online
purchase on clothing, accessories and shoes
(Source: The Nielsen Company)
25%

30. of online Hong Kong consumers say they trust online
product reviews when they make purchasing decision
(Source: The Nielsen Company)
47%

31. of Hong Kong shoppers go online to check for
store promotions
(Source: Microsoft Advertising / Aegis Media)
40%

32. Case Study - Langham

33. 12 hotels under our management globally
The Langham,
Pasadena
The Langham,
Boston
The Langham,
London
Langham Place,
Hong Kong
The Langham,
Yang Tze
The Langham,
XinTianDi
The Langham,
Yang Tze
The Langham,
Hong Kong
Eaton Hotel,
Hong Kong
The Langham,
Melbourne The Langham,
Auckland

34. Strategy:
 Re-structured their campaigns by dividing their
campaigns based on their promotions.
 Tested different landing URLs.
 Utilized different bid algorithm for each campaign.
 Identified and added converting keywords by
analyzing path to conversion data.
Results:
 Bookings increased by 58%.
 Revenue increased by 18%.
25
15
5
80
90
5
10
15
40
45
1 2 3 4 5
Actual Conversion Target Conversion
Increase Conversion Targets by
Extending Audience Reach

35. Index: 7 (2009)
Index: 10 (2010)
Index: 19 (2011)
Q1/09
Q2/09
Q3/09
Q4/09
Q1/10
Q2/10
Q3/10
Q4/10
Q1/11
Reprise Starts
Result - Revenue On the Rise
0
Index: 20

36. Index: 7 (2009)
Index: 10 (2010)
Index: 19 (2011)
Q1/09
Q2/09
Q3/09
Q4/09
Q1/10
Q2/10
Q3/10
Q4/10
Q1/11
Reprise Starts
0
Index: 20
Result - Revenue On the Rise

37. Case Study - Microsoft

38. Objective:
Drive traffic / visits to the
6 products’ key pages
Target audience:
Tech savvy IT decision
makers and IT Professionals
Challenge:
Derive appropriate search
strategies for the 6 different
products as search behaviours for
each product might differ

39. Solution:
 Created separate campaigns to ensure
flexible budget management
 Utilized long tail keywords (30% of total
keywords) to enhance campaign
efficiency
 Incorporated specific product features
and local jargons
 Keywords were deep linked to product
pages we identified to enhance user
experience
 Added new ad texts to each ad group
based on high performing creatives
 Utilized day-parting to pin-point peak
conversion periods
Result:
The average cost per click for our
campaign was
31%below Yahoo! industry benchmark

40. Thank You