Fresh Egg Australia - Navigating the PPC Landscape
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Presentation by Su Nijhawan at the Fresh Egg's Google Partners Connect Event explaining the navigation of the PPC landscape covering: digital connectivity, business goals and biddable strategies.
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Fresh Egg Australia - Navigating the PPC Landscape
- 2. Hello,I’mSu Su Nijhawan PPC Director Ex-Googler, Gold Award Winner
- 4. What I’llcover… Digital Connectivity 1 Business Goals 2 Biddable Strategies 3
- 7. Australiais Online! 87% of Australians use the internet daily ! Source: The Connected Consumer Survey 2015
- 8. AustraliansareMobile! 62% of Australians have a smartphone. Source: The Connected Consumer Survey 2015
- 11. Do youknow theaudiencejourney? Are you reaching out to your customers at these SPECIFIC user stages?
- 12. Do youknow your user’sbuyingcycle? It is possible to influence each and every stage of the buying cycle, so it is important to understand these, in order to optimise for your audience.
- 18. ProgrammaticBuying Programmatic Buying is growing in usage and popularity.
- 19. OnlineAdvertisingis essential! Ads influence decision making stage by 19%.
- 20. Benefitsof Biddable 1.Immediate Results 2.Measurable CPC, CPM, CPA 4.Controlled 5.Cross -Device 3.Cost Effective Reach 6.International Markets
- 21. KeyTakeaways 1.Review Your Objectives 2.Review Your Strategy 4.Review Your Value 3.Review Your Audience
- 22. Presented by @sunanditaa For and on behalf of @fresheggau A warm thanks for listening …
- 23. Questions?
- 24. Thank you!
Notes de l'éditeur
- We all know that we live online, So I just wanted to share with you some stats that would help you with your business strategy as well
- Do you know what these numbers represent? Everyday on Google 4 million queries happen in a minute. That is 3.5 billion queries in a day Which leads to 1.2 trillion searches done on Google in a year
- Reaching out to your relevant users as the right time of their user journey is the key to your marketing success online. According to Google Consumer report 2016: before buying a product over 55% of users conduct online research. And then 24% of them buy products online 31% do offline purchases Reaching these audiences at each stage is the key for success.
- There are 4 major stages in the buying cycle Trigger event, Gain awareness, Make comparison, Choose preference In order to deliver increased confidence at each step of the cycle, your website should be optimised to: Provide easy navigation Quality information Strong calls to action show an understanding of the audience needs What is a trigger event? ---------------------- What event has taken place that may drive users into your conversion funnel? Users may not even be aware of the need at this time. Obviously, a robust online marketing strategy must cater for each stage in the process but it is extremely important to identifying as many trigger events as possible. Doing this will capture the audience at the start of the search journey, thereby increasing mindshare and allowing brands the opportunity to encourage the potential buyer to move on to the next stage. Some needs that arise from trigger events, are most likely going to be best served by specialist websites. In these cases your options are partner with these websites, and/or advertise to gain brand awareness, as early on in the buying cycle as possible.
- Do you measure your online digital channels such as leads acquired from emails, direct traffic, paid search leads, social interactions and referral traffic. All this can be measured online using Google Analytics or Adobe Omniture.
- For example as from the image above, the famous EhBee family on Vine. Are you targeting the Mama Bee, Papa Bee or their kids, well known as the monkeys.
- You can run paid search advertising campaigns via Google AdWords or Bing. Currently, Google holds a 92.91% market share here in Australia. Bing does come in second, but at a much smaller 5.17%
- As per Business Insider March 2016 report http://www.businessinsider.com.au/this-is-how-many-people-use-snapchat-linkedin-twitter-and-facebook-in-australia-2016-3
- Youtube ads are cheaper to run than TV ads.
- Review your objectives, ensure that you have these in place for each channel and that they are relevant to each channel, 2. Review your strategy, focusing on the numbers is important but can you build a brand? How does this fit into your marketing budget and overall strategy? 3. Review your audience – businesses all too often treat an audience as one homogenous group, and don’t segment or tailor activity for the different groups within the overall audience, 4. Review your value – what value do you add to potential customers or visitors? Be honest. If you’re more expensive than your competitors why? Don’t just rely on service quality as a justification if it’s not definitely true, to the point that customers can identify better service. Understand your place in the market, carve it out and invest in it to stand out.