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Channel Crossing

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Channel Crossing

  1. 1. • Presented by Matt Wood • Head of Search, SEO Positive Ltd Internet World 2013 Channel Crossing: Get Creative With PPC Data To Inform Your Digital Strategy Presented by Matt Wood Chief Operating Officer, SEO Positive Ltd Internet World 2013 @seopositiveltd
  2. 2. Presented by Matt Wood Chief Operating Officer, SEO Positive Ltd Agenda What Can Be Influenced From This Data Know Your Audience Keyword Data Engagement Rates GEO Targeting Placements & Topics Marketing Attribution Internet World 2013
  3. 3. Presented by Matt Wood Chief Operating Officer, SEO Positive Ltd What Can Be Influenced From This Data? Affiliate Programmes Social Profiles Social Media PPC Display Content Distribution Brand / PR Creatives Design & Development Email Marketing SEO Internet World 2013
  4. 4. Presented by Matt Wood Chief Operating Officer, SEO Positive Ltd Know Your Audience Internet World 2013 Active AudiencePassive Audience
  5. 5. Presented by Matt Wood Chief Operating Officer, SEO Positive Ltd Keyword Data Match Search Queries Performing Longtail Keywords PPC Position / Conversion Ratio Text Ads Click Through Rates Time of Day Internet World 2013
  6. 6. Presented by Matt Wood Chief Operating Officer, SEO Positive Ltd Turn Negative Into Positive Unwanted PPC Traffic High Traffic Volume Low Traffic Volume Internet World 2013
  7. 7. Presented by Matt Wood Chief Operating Officer, SEO Positive Ltd Engagement Rates Conversion Rates Time on Site Bounce Rate Page Views Internet World 2013
  8. 8. Presented by Matt Wood Chief Operating Officer, SEO Positive Ltd Run A Google Experiment Split Test with the Google Experiment tab Identify best images to use Best calls to action Best layouts Best content Internet World 2013
  9. 9. Presented by Matt Wood Chief Operating Officer, SEO Positive Ltd GEO Targeting International Internet World 2013 Local
  10. 10. Presented by Matt Wood Chief Operating Officer, SEO Positive Ltd Who’s driving the most traffic? Are there other relevant topics? What value do these visitors hold? Placements & Topics Internet World 2013
  11. 11. Presented by Matt Wood Chief Operating Officer, SEO Positive Ltd Identify best converting combinations of online advertising Identify the role PPC is the quickest way to influence a combination Marketing Attribution Internet World 2013
  12. 12. Presented by Matt Wood Chief Operating Officer, SEO Positive Ltd Email Marketing to existing customer database Set up remarketing list to visitors that have completed the shopping basket Set up a Facebook advanced targeting campaign & upload email addresses from database An Effective Example of Multi-Channel Marketing Internet World 2013
  13. 13. Understand your audience How does your PPC data influence other mediums What medium converts and which assists Combine each route to market to find the most effective method to increase conversions Summary Presented by Matt Wood Chief Operating Officer, SEO Positive Ltd Internet World 2013
  14. 14. Presented by Matt Wood Chief Operating Officer, SEO Positive Ltd Tel: 0800 088 6000 Email: info@seopositive.co.uk Web: www.seopositive.co.uk @seopositiveltd Any Questions? Internet World 2013

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