Gigi Hodigital performance incAftermarket eForum 2007

Why should you

advertise online?

consumers

ONLINE ADVERTISING OUT PERFORMS OFFLINE IN

What is Performance Advertising

Why include it in your marketing plan

How to get the most out of it

WHAT YOU’LL LEARN:

Spending this…

TO MAKE

SIHT

So what isperformance advertising?

per·for·mance ad·ver·tis·ing (pər-fôr'məns ād'vər-tī'zĭng)- n.

an advertising model where advertisers only pay whenan action is generated through a marketing venue.

pay per click pay for performance pay per lead pay per sale pay per action

search engines ad networks shopping engines affiliates central ad servers

google yahoo! msn amazon shopping.com doubleclick pricegrabber.com

cost per sale cost per action cost per click cost per acquisition cost per lead

modsearch.com tenmagazines youtube.com ask.com streetperformance.com

pay per click pay for performance pay per lead pay per sale pay per action

search engines ad networks shopping engines affiliates central ad servers

google yahoo! msn amazon shopping.com doubleclick pricegrabber.com

cost per sale cost per action cost per click cost per acquisition cost per lead

modsearch.com tenmagazines youtube.com ask.com streetperformance.com

pay per click pay for performance pay per lead pay per sale pay per action

search engines ad networks shopping engines affiliates central ad servers

google yahoo! msn amazon shopping.com doubleclick pricegrabber.com

cost per sale cost per action cost per click cost per acquisition cost per lead

PPCCPA

PPS

CPC

PPA

P4P

PPL

And why includeit in your marketing plan?

It gives FREE exposure.FIRST

It gives results while you improve SEO.SECOND

It gives fast results, allowing tweaksas needed to get best conversion.

THIRD

So how doyou get the most out of it?

There’s a reason why they’re called

keywords.

Buying Cycle Research Shopping Purchase

Keywords • Carburetors• Mufflers• Gaskets

• 2 barrel carburetors• Edelbrock carburetors• z28 carburetor

• Holley part # 080870• 2 barrel carburetors in Long Beach

Audience Finding info about product category, options, decision criteria and key retailers

Has filtered list of purchase criteria. Now tracking and comparing purchase criteria.

Is committed to purchase and ready to buy.

Seeking • Variety• Product range• General info

• Specific brands• Product descriptions• Locations

• Model numbers• Availability• Price• etc.

Where to find good keywords? TV and radio ads, Google’s Keyword tool, other website metatags.Also consider common misspellings.TIP:

SEARCH ENGINE MARKETING

CAMPAIGN

AD GROUP

AD GROUP

ACCOUNTSTRUCTURE

ACCOUNT

High Quality Score = HIGH AD PLACEMENT

keyword relevance to ad click through rate of ad relevance of the landing

page to displayed ad (and, oh yeah, bid price)

Organize campaigns to allow tests and comparisons of different approaches, their conversion rates, and cost of conversion.HINT:

Your budget and the economics of ad impressions and clicks.

SUPPLY and DEMAND

OVER SUPPLY

ADS & CLICKS

ADS & CLICKS

UNDER SUPPLY

When launching new campaign, watch closely for first couple weeks and experiment. Once tuned, cut down on ad changes. Keep a log of your tests.TIP:

Ad Copy = Get me to click in 95 letters or less.

get to the point target the need of why they need it hit their hot buttons include a call to action (if possible) build on what works…refine message

Look at other ads for keywords and get ideas of how to write your own. Find inspiration. Do not copy a competitor’s ad verbatim.TIP:

Click through rate = Conversation rate

Click through is users clicking over to website

Conversion is those users becoming customers

/

Figuring out your Return On Ad Spend

When running multiple ads for a new campaign, use the Rotate setting to better track individual ad performance.TIP:

Cost effective conversions = Success in AdWords

ensure results in sales that give positive return on investment

Assume keywords are $1 per click…

Keep in mind some may click onto website but go buy in a store, or come directly back to website at a future time for purchase.HINT:

DON’T LOSE THEM NOW!

Make sure your LANDING PAGE…

reflects why they clicked on your ad has a call to action or next desired action provides enough information for action has no barriers to conversion includes any appropriate credibility info

It comes down to 5 things…

Keep your campaigns manageable.

Examine your landing pages.

Focus on conversions.

Focus on conversions.

Focus on conversions!

SHOPPING ENGINE MARKETING

What doesa shopping engine do?

For consumers to research products…

For you to reach highly converting consumers as they figure out what, where to buy and how much to pay.

How is marketing on

shopping engines different from search engines?

AutomotiveCar ElectronicsCar Accessories | Car Alarms | Car Amplifiers | Car CD Changers | Car CD/MP3 Players | Car Cassette Players | Car Crossovers | Car DVD Players …

Parts and SuppliesAutomotive Accessories | Automotive Care | Automotive Parts | Automotive Performance…

Merchants place bids for entire levels: Category Subcategory Product

Top placement formerchants is based on:

Product Prices Product Availability Customer Service

Rating

Bidding Price = Click Cost/

and that’s a good thing!

You will only pay $0.01 over the next highest maximum bid.

Check what categories you have products in – especially after a new data feed.

Track your performance via reports to analyze your clicks, cost and sales performance.

Compare current month against previous months/year to monitor your advertising and spending over time.

WEIGHING PROs & CONs

Price comparison or Shopping Comparison?

Level of difficulty for engagement?

Right venue for automotive parts?

AUTOMOTIVE SHOPPING ENGINES

MODsearch.com

TruckMoxie.com

The “Long Tail”

The Internet has made it easier for consumers to find niche content and products.

Each person's media and product consumption are tailored to his/her specific interests.

MEET DAVID

HE LIKES

HE LOVES

DRIVESHE

WANTSHE

a lot of modifications

SIMILAR CHARACTERISTICS

search by vehicle (year-make-model) more detailed parts category breakdown shoppers also consider sites a resource very high probability of closing sales from these

niche shopping engines

NOTABLE DIFFERENCES

StreetPerformance.com… does not require a detailed data feed also provides an extensive directory listing of

companies, their products and information ads are pushed out to partnered enthusiast

networks reaching millions in automotive segment

performance advertising media

Whichever

you chooseor combination

Doing THIS

WILL PREVENT

Gigi Hodigital performance incwww.digitalperformance.comwww.streetperformance.comtoll-free 866.469.7623