Biddable World 2014 - On Trial: Is there really a positive ROI in bidding on brand terms?
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On trial: Is there really positive ROI in bidding on brand terms? Martin Pezet Search Marketing Manager – World First
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Martin Pezet's presentation from the September 2014 Biddable World conference at the Institute of Education.
Transcript of Biddable World 2014 - On Trial: Is there really a positive ROI in bidding on brand terms?
On trial: Is there really positive ROI in bidding on brand terms?
Martin PezetSearch Marketing Manager – World First
SEO40%
PPC35%
CRO/Split
Testing15%
Social Media9%
Spending too long in PowerPoint creating
unnecessarily animated slides
1%
“Bidding on your own brand terms is a waste of time & money”
http://bit.ly/ppctrial - Favourite to agree, Re-tweet to disagree
Twitter: @mpezet
http://googleresearch.blogspot.co.uk/2012/03/impact-of-organic-ranking-on-ad-click.html
Mandatory cliché phrase – “test, test, test”
“Why don’t we just switch it off and see what happens?”
I’m lying!I switched it off by mistake and I am
now trying to pass it off as a planned test.
Less chat, more results (preferably with oversized arrows)
Drop in conversions – 3%
Caveats: Niche market, short test period, uncompetitive landscape…
Drop in traffic – 5%
Confess your sins! (Last click attribution)
Thou shalt not steal (…other marketing
channels conversions)
Image credit: https://borntobfree.files.wordpress.com/2010/07/confession-box.jpg
“Bidding on your own brand terms is a waste of time & money”
http://bit.ly/ppctrial - Favourite to agree, Re-tweet to disagree
Twitter: @mpezet
