Marchex, Inc. · NASDAQ:MCHX
Marchex — Google Enhanced Campaigns webinar (with BIA/Kelsey) (June 2013)
19 slides from Marchex's conference presentation, Jun 11, 2013
Slide 1: Google Enhanced Campaigns. Be Ready.
GOOGLE ENHANCED CAMPAIGNS. BE READY. June 11, 2013
Slide 2: Our Goal Today
Lessons from Marchex’s Google Enhanced tests Strategies for managing and optimizing spend Best practices to optimize mobile performance and maintain desktop prominence Importance of detailed analytics and measurement OUR GOAL TODAY 2
Slide 3: BIA/Kelsey – Focus on Local Media Markets
BIA/KELSEY – FOCUS ON LOCAL MEDIA MARKETS Information on the Market Local Market Forecasts, SMB Research, Market Data Information on the Competition Competitive Intelligence Innovation & Best Practices Reports, Insight Papers, Conferences Top Executive Buy-in Concierge Service, Advisory & Custom Res
Slide 4: GEC Background: The "Why"
GEC BACKGROUND: THE “WHY” Supply and demand economics have kept mobile ad rates depressed – Demand (ad dollars) has trailed supply (ad inventory) That imbalance will compel a pick up in demand (towards equilibrium) – Higher performing mobile ads will also attract advertisers In the meantime, h
Slide 5: GEC Background: The "What"
GEC BACKGROUND: THE “WHAT” Along comes Google: Mobile advertiser adoption is accelerated through Enhanced Campaigns (the stick) – No more bifurcated campaigns in mobile and desktop (and don’t forget tablet) – Forced inclusion in mobile for all AdWords campaigns Lots of implications and advantage
Slide 6: GEC Background: The "How"
GEC BACKGROUND: THE “HOW” Google is making advertisers eat their vegetables – Force feeding mobile is tough love to make advertisers develop effectiveness and marketing savvy where they need to be… even if the don’t know it yet (especially SMBs!) – The question is how? What are the tactical implic
Slide 7: Poll Question
POLL QUESTION 7
Slide 8: Optimizing Mobile & Maintaining Desktop Prominence
OPTIMIZING MOBILE & MAINTAINING DESKTOP PROMINENCE Travis Fairchild – Vice President, Distribution Cody Kunning – Head of Search 8
Slide 9: Marchex Performance Advertising
MARCHEX PERFORMANCE ADVERTISING Marchex Call Analytics Captures and measures data to determine performance of mobile, online and offline call advertising campaigns Marchex Call Marketplace Connects hundreds of millions of consumer calls to advertisers annually on a Pay For Call basis. 150 K+ Custome
Slide 10: This Is Big! Google (Not You) Decides Budget Allocation
THIS IS BIG! GOOGLE (NOT YOU) DECIDES BUDGET ALLOCATION Google Enhancements Challenges One account for all device types One keyword list across both mobile and desktop means ONE Day-parting, proximity and device type budget for both messaging promises to help advertisers target the right consu
Slide 11: Finding Budget Triggers Are Essential to Success
FINDING BUDGET TRIGGERS ARE ESSENTIAL TO SUCCESS Budget allocation by device is now controlled by Google. Understand ROAS by device and plan for increased tracking in order to maintain and improve ROAS after July 22nd. 100% 90% 23% change 80% in budget allocation!! 70% 60% 50% 40% Computer/Tablet Mo
Slide 12: New Features = Some Serious Up-Front Work
NEW FEATURES = SOME SERIOUS UP-FRONT WORK Google Enhancements Challenges New ad features such as mobile Learning curve for new set-up and optimized ads, site links, ad feature targeting is not insignificant extensions, ad scheduling – across all device types Desktop • When are consumers using
Slide 13: Device Usage Mapping
DEVICE USAGE MAPPING Campaign (Ad Group) setup is tedious for proper tracking. However the amount of time spent now setting up your account successfully will result in better ROAS after July 22nd. 100% 90% 80% 70% 60% Tablet % Mobile % 50% Computer % 40% 30% 20% 10% 0% 13
Slide 14: Reporting Is Complex – Elbow Grease Needed
REPORTING IS COMPLEX – ELBOW GREASE NEEDED Challenges Google Enhancements Increased analytics set-up needed New reporting features to efficiently optimize for ROAS Unified reporting of app downloads, Call analytics, form tracking, offers and click-to-call keyword level conversion tracking be
Slide 15: Tracking Is Key to Understanding Volatility
TRACKING IS KEY TO UNDERSTANDING VOLATILITY Call Tracking and Analytics become even more important after July 22nd. The ability to track all leads in a granular matter will allow advertisers to reduce volatility in CPL. Budget increase spiked CPL Budget increase Mobile modifier spiked CPL Mobile mod
Slide 16: Early Bird Gets the Worm
EARLY BIRD GETS THE WORM It can take weeks/months before you return to “Normal” depending on your goals. MARCHEX CALL ANALYTICS Real rewards exist in the form of lowered CPCs and higher QS and a higher return for those who put in the time and effort. Don’t chase your tail. Set it up with MARCH
Slide 17: Continuing the Conversation
CONTINUING THE CONVERSATION Join BIA/Kelsey in Austin, Sept. 11-13, for LEADING IN LOCAL: SMB Digital. Information: www.biakelsey.com/LeadingInLocalAustin Registering: $200 when registering with code: Campaigns 17
Slide 18: Q&A Session
Q&A SESSION 18
Slide 19: Calling. Let's Talk.
Business Is Calling. Let’s Talk. Travis Fairchild Cody Kunning Vice President of Distribution Head of Search [email protected] [email protected] 19
Marchex — Google Enhanced Campaigns webinar (with BIA/Kelsey) (June 2013) on 6ix