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Case Study: Search Automation Finds the Back of the Net for Fanatics

Automation can change the way advertisers manage repetitive tasks and refine their campaign optimisation within their search strategies. It has the ability to handle a multitude of tasks including, bid management, reporting, routine checks, and pulling data. Furthermore, its bespoke nature can be used to fine tune your paid search campaigns to your personal goals.

Our very own Will Hamilton, PPC Analyst, shares why automated search campaigns can drive campaign performance on an even greater scale,

“Within the digital marketing industry search automation is becoming increasingly important. Having the ability to make automated and reactive adjustments to externally influencing factors can allow for maximum performance efficiency. Changes to the market or consumer behaviour can be capitalised on in a fraction of the time compared to non-automated activity. This not only helps maximise performance but also allows account managers to spend more time focusing their efforts on expansion opportunities and strategic planning.”

NMPi has been working with Fanatics International for the past three years, offering them international and domestic strategies and solutions for successful paid search campaigns. Fanatics International are the leading e-commerce partner for many of the world’s top football teams including Real Madrid, Chelsea and Manchester United.

See how search automation has improved revenue and driven real results for Fanatics.

Challenges

Account performance for football merchandise fluctuates significantly based on how individual players perform in matches. The majority of games are played on weekends and in the evenings, making it difficult to keep paid search ads up-to-date and as relevant as possible.

Our Objective

NMPi set out to build a solution that allows us to optimise our paid search activity based on live player performance.

Our Solution

NMPi created a bespoke Google Script that automated the bidding process, enabling us to continually optimise campaigns for every football match played in the UK. As player performance affects the sale of their football kit online, the script would adjust keyword bids based on the live point system from the official Premier League Fantasy Football API. These points determine the impact a player has on a match using goals, assists, clean sheets, cards received, minutes played and additionally awarded bonus points. This data was used to increase bids for players who performed well and decrease bids for those who did not, ensuring the optimal ad rank was achieved. The script was set to run an hour after each match played in May 2017 and bids were altered for 15 different players, as well as for non-player specific keywords using the team performance as a whole.

The Result

Month on month the account experienced a 21% increase in revenue and a 47% rise in traffic. For player specific keywords, traffic grew by 294% during this period. Revenue and sales experienced an uplift of 284% and 189% respectively. With the success of this campaign, we will now be rolling out the script to international markets.

“NMPi has been handling over 15+ of our accounts in numerous languages, since 2014. During which time it has grown under NMPi’s care. In May this year, the team suggested an innovative approach to bidding which really showed their understanding of our industry. This approach has seen even greater uplift and I am thrilled with the success of the campaign. NMPi has been a great agency to work with, helping to expand our PPC accounts into other territories.” ~Sahida Aarndell, Acquisition Executive at Fanatics

5 Minutes, 5 Questions, All Digital with Craig Brown

Current Occupation?
Account Director

Favourite thing about digital marketing?
The sheer amount of data that is available and the speed at which learnings can be made! This means that digital marketing is starting to shape full marketing strategies rather than being a bolt on.

Favourite aspect of your job?
The variety. No day is ever the same, which keeps it fresh. It can be difficult at times because there’s always something that I’m never quite sure how to do, but that’s part of the fun.

Why did you choose NMPi?
I didn’t know what PPC was before I started here! But I chose NMPi based on the feel of the office while I was here interviewing. I chose the company rather than the job!

What projects are you working on now?
Working with Hellocar as a start-up, who want to disrupt the car buying sector by creating an eCommerce site where people can buy the car online without seeing it. Helping them define their brand, target market,08 and place within the industry is really exciting.

Want to know more about an exciting career in PPC? Watch this video

In-House or Outsourced? Answering the Age Old Question

When it comes to deciding between building an in-house digital team or outsourcing activity to an agency the question remains; is there really a best practice? While there are no hard-and-fast rules, we’ve included some suggestions that can help you decide where you want to invest your resources.

Some industry experts suggest that whether you outsource or keep work in-house depends on specialisation – the more specialised the work, the better it is to outsource. The logic behind this stems from the high costs – or more accurately, the hidden costs, associated with hiring full-time staff: benefits, training, pension, and paid vacation. Outsourced agencies are often cheaper – they might charge more upfront, but they are not as costly as on boarding a new full-time employee. There is little overhead involved in terms of provisions.  Another added benefit: the results are highly focused to get the job done.

The downside to outsourcing? Agencies can have many clients and you might be on the bottom of their food chain when it comes to prioritising who gets the most attention. This is why choosing the correct agency is fundamental to success. Internal teams can generally be cobbled together quicker and pulled off other projects to resolve an urgent problem immediately. But ultimately outsourcing is a great idea when you require a  definitive and specialised strategy.

Let’s break it down by category:

PPC – Both

When looking to run PPC activity it depends upon the life stage of your business and campaign size. Most companies start small, with in-house PPC activity but when it comes to trying to scale business growth campaigns begin to get too large and costly. At this stage, the company may be in a better position to afford outside agencies that can conduct efficient and cutting edge campaigns. A good outsourced agency will also develop close-knit relationships with their clients, becoming a veritable extension of the team and it only feels “out of house” by virtue of their location.

Once a company is significantly mid-sized, it’s often better to outsource to a digital specialist, since they often have expertise that multi-channel marketers are lacking and don’t have the time to invest in. Large companies often split efforts between in-house PPC for smaller campaigns while passing off the heavy lifting and high-end campaigns to outside agencies. Sometimes in-house can run spend into the ground because they don’t have the in-depth knowledge or scope to absorb new technologies or techniques as efficiently as possible.

Display – Outsource

The general consensus is that Display activity is better outsourced than held in-house. Why? It’s too specialised and would require a trained individual, fully immersed in Display activity for it to be viable, as they need to provide accurate attribution, and assessment activities. Most small companies rely on having a ‘Jack-of-All-Trades’ marketing person dabbling in PPC, Social, SEO and Display. For bigger campaigns, it’s best to spend the money and get a specialist who really knows what they’re doing, has the time to run campaigns across several channels, and the time to devote to using a multitude of tools.

Paid Social – Outsource

Social is like PPC in that, depending on your situation, the pendulum can swing both ways. The basic break down is this: Paid Social should be outsourced, Organic social, kept in-house. If the company is relatively small it’s best to save money and keep activity in-house. Paid Social has moved well beyond just occasionally “boosting” posts. It now has a vast array of complex, time-intensive, targeting techniques that might be best handled by specialists who won’t waste precious ad-spend targeting the wrong group of people, and who can also quickly, and correctly analyse data for the next campaign.

Integrating Your Digital Strategy

Lastly, a benefit that cannot be overlooked is an outsourced digital agency’s ability to deliver a fully integrated approach. Outsourcing doesn’t have to be siloed into just one area. In fact, a cross-channel digital strategy is far more effective. Integrating your strategy means that campaigns results can be deduped for higher accuracy, advertisers gain a better understanding of the customer journey, audience lists can be built and used in retargeting across channels, and it is easier to deliver a full-funnel approach.

If you’re looking to scale business growth and run integrated digital activity in a  quick, efficient and cost-effective manner, a digital agency already has the capacity to hit the ground running with a workhorse of a team behind them.

Be Your Own Genie: Finding the Disney in PPC

It’s been twenty years since I was a bright-eyed, bushy tailed, five-year-old. Much has changed; I’m a lot less bright-eyed and bushy tailed, that’s for sure, but one thing I never grew out of is my love of Disney; it’s actually a slight obsession.

I read a blog recently about how PPC account management can be at times like Cinderella, and it got me thinking about how I can relate my career and life to Disney films. It’s funny how easily it all fell into place as I started comparing my experiences from my job search at University, to my rise to Senior Account Manager at NMPi. Hopefully, by sharing some of the traps I fell into, I will help you avoid the same pitfalls.

The Hunchback of Notre Dame
Released in 1996, this is a film from my childhood. It’s also a great analogy for how many people feel about job searching when they finish University; i.e., stumbling round an unknown world, looking for a place to fit into, and struggling to find your identity. Eventually, you find a business that will take you for who you are, can identify with your skills and personality, and give you a place in the new grown up world you’ve just entered. For me that place was NMPi.

Finding Nemo
Starting your first day at any job is daunting, but your first ‘proper’ job can be especially intimidating. For many individuals there is this sense of unknown – you don’t really know what to expect, or what is expected of you. There is so much to learn and to do, whilst trying to remember the array of acronyms everyone uses with what seems like the sole purpose of confusing those who don’t understand, though I promise, those terms will become second nature quite quickly.

It’s a journey of learning and self-discovery, a lot like Marlon’s in the 2003 Pixar classic, Finding Nemo. For me, this was the first 6 months as an Account Executive at NMPi, and a very enjoyable time because whilst it’s scary, and often outside your comfort zone, there is also the thrill of embarking on a new adventure.

Fantasia – (The Trap)
Now this is speaking from experience, and not everyone will have this issue, but at the start of your career, this is something to heed. Mickey Mouse, as the sorcerer’s apprentice, yearns for more responsibility, and takes matters into his own hands with disasterous results. By rushing into skills he has not yet mastered, he ends up making a mess of everything. This may be a very limited and short summary of a classic, but it’s an accurate way to summarise a 3 month spell at NMPi for me.

In my desire to push on to Senior Account Executive (SAE), I took on more and more responsibility, and heavier workloads. I forgot about the basic jobs, and started making mistakes, which ultimately held me back. The moral of the story is: While we all congratulate those who want to push on, don’t forget to continue doing the basics that got you there in the first place!

Tarzan
Having got through my Fantasia phase, I was finally promoted to SAE. This was another learning stage for me. As an SAE you have all the attributes to be dangerous; it’s more of a polishing stage to ensure that you are seen as an expert and a force to be reckoned with.

Much like Tarzan, who needed to be polished from the raw human being he was to a leader and a gentleman. This is much like the process that needs to take place to move you to an Account Manager at NMPi.

The Emperor’s New Groove – (The Trap)
The Emperor’s New Groove is a guilty pleasure of mine, as I appreciate it is not Disney’s finest piece of work, but it paints a nice picture for pushing from Senior Account Executive to Account Manager. Fortunately this isn’t a trap I fell into, but it is one I have seen others get sucked in by and it’s not pretty!

As an Account Manager, your role is as much the development of your team as it is about account efficiency and client happiness. If your team is not happy, performance and client relationships will suffer! Don’t be the Emperor and climb all over those around you to get to the next level. PPC is a team effort and everyone needs to work together to be successful. Don’t forget it, as it can come back to bite you!

Peter Pan
Account Manager has been my favourite role at NMPi. I have been the day to day contact for clients, as well as having a team to guide through their development and keep away from the pitfalls I hit (and obviously, pirates as well!).

It’s also a transition away from always thinking of myself first, to putting my team first, which can be difficult at times. This reminds me of the situation Peter Pan faced when he wanted to keep Wendy to himself. I hope my team of lost boys (and girls) have learned a lot from me and we can continue to grow and fight pirates… I mean performance and development successfully.

As a very new Senior Account Manager, I haven’t yet found the film to fit this role. There are also a number of films that I want to use to summarise my career so far however, I definitely am not far enough down the line to say it’s a Beauty and the Beast success. I am anything but a perfectly polished prince. I can’t even call it a Lion King success, as I’m still a long way from being king at NMPi!

There is one film that can summarise me nicely though, Aladdin. It’s been a long way up from the bottom, and I still have a lot to learn about being a sultan, but I’m getting there. Every now and again I will go back to being a street rat, and making those ad changes, or running SQRs.

No matter what stage of your career you’re at, I hope you’ve found this as fun to read as I did to write, and have taken away some good advice, which has the intention of most Disney films!

The best advice I can give: Learn as much as you can and realise you can’t do everything on your own. Being a PPC analyst is a collaboration between you, your team, and your client. Work hard, create your own luck, and most of all, #beyourowngenie.

Craig Brown
Senior Account Manager, NMPi

The Top 6 PPC Developments of 2015

2015 has seen some incredibly useful advancements to paid search, and as we approach the end of the year we are going to countdown our top six developments in PPC advertising over the past eleven months.

6.) Cross-Device Measurement
While Google’s Estimated Cross Device Conversions have been available for some time in the Adwords interface, cross-device measurement as a topic in itself has become more and more prominent in the past few months because mobile’s increased share of traffic is rapidly closing in on desktop. We’ve seen more third party bid management platforms rolling this out to encourage advertisers to closely monitor the impact that their mobile activity is having in the lead up to Christmas and to ensure that are taking into account the uplift from users who are purely researching on their mobiles, but completing purchases on their desktop. The latter has not been sufficiently taken into account by advertisers who are still viewing conversion in silos, and on a last-click basis by device.

 

5.) Yahoo Gemini
Yahoo Gemini have released their latest display proposition, native advertising. It runs across Yahoo’s news and home page. This covert advertising format allows advertisers to embed their marketing message within surrounding content.

Mobile-Native-Ads-yahoo-gemini

This move has altered advertiser perceptions around Yahoo as Google has not yet capitalised on native advertising. In fact, Google hasn’t demonstrated an interest in native advertising making Yahoo ahead of the game. Unfortunately, the targeting capabilities currently aren’t very strong for this format of advertising, so direct response results are not expected to work well. However, it is a great way to expand reach and drive brand awareness. Keep an eye out for this format in 2016 as we expect it to grow in popularity and effectiveness as Yahoo increases its targeting capabilities and reach.

 

4.) BING Shopping

Google competitor, Bing, has introduced Bing Shopping Campaigns. It’s nearly identical to Google Shopping and works in much the same way, making it easy for advertisers to copy over Google campaigns to Bing.

Black-Dress-Bing-Shopping

This move could affect the number of people advertising using Bing, and it is likely to increase competition on the platform, if we see more advertisers rolling this out based on the strong performance currently on Google Shopping.

 

3.) Upgraded URLs
In July, Google rolled out Upgraded URLs, in order to create better usability of URL management. Previously, an advertiser’s destination URL would be made up of the landing page and the tracking appended to this. Therefore, any changes that needed to be made to tracking affected the whole URL. Post upgraded URLs, tracking information is now entered separately within Adwords and the landing page is now referred to as the final URL (the actual URL where your click traffic is taken to).

After the announcement of Google Upgraded URLs, Bing came out with their own solution announcing import updates to support Google. The new updates were an attempt to create a more “seamless and efficient” user experience for advertisers who import their campaigns from Google AdWords.

Upgraded URLs don’t have much of an impact on agencies using third party tracking/bid management platforms that automatically append tracking parameters, but can be extremely useful for those who don’t.

 

2.) Remarketing Lists for Paid Search
Continuing on the subject of audiences, Google also introduced Google Analytics Remarketing Lists for paid search. The lists can be used to determine user purchase behaviour, as well as previous browsing behaviour on site. Prior to this, remarketing lists were only available for display advertising on the Google Display Network. This advancement adds more depth to paid search remarketing initiatives by not limiting audience lists based purely on pages visited on a website. It enables audience building based on actions such as browsing behaviour, i.e., a customer who visited more than “X” number of pages on a site. We are now able to target these visitors with customised language relevant to their previous activity and position along the path to purchase.

 

1.) Customer Match
Adwords launched Customer Match this year, Google’s answer to custom audiences based on email targeting. Customer Match enables brands to layer email address targeting onto their campaigns. Agencies can now use client CRM databases (of more than 1,000 emails) to build bespoke lists, with information previously unavailable from standard remarketing lists, such as, what the customer bought, if they are a repeat customer, or if they are more likely to purchase during sale periods.

Google launched Customer Match - How it Works

In addition, Customer Match has a ‘similar audience’ functionality, which allows advertisers to reach potential prospects with similar profiles to their existing customer base in order to expand reach. Customer Match represents a fundamental change in the way Adwords allows us to reach the right audience.

 

These advancements in paid search are nothing to what we can expect to see in the upcoming year as  the industry continues to pursue  solutions to advertising and consumer challenges. 

paid search guide whitepaper free download

 

What’s New in Paid Search

As 2015 draws to a close, it’s time to celebrate our achievements, but also reflect on the next stage of the paid search landscape in 2016. We have identified the top trends for agencies and brands to watch for in the coming year. There were considerable developments to the paid search arena; here are some key take aways:


What’s Working: Brands

It looks like the two biggest movers in paid search for 2016 will be conversion rate optimisation and social advertising, while text ads, mobile, and remarketing remain tried and true channels for paid search. Brands have been extremely pleased with their 2015 PPC results and have earmarked substantially more spend towards paid search campaigns for 2016. The largest gains in this area appear to be, unsurprisingly, in mobile with a 75% industry-wide increase in mobile advertising predicted for the next year. Automation software also ranked highly with brands as it cut down on wastage and returned profitable results.

Customer Match
With mobile engagement on the rise, taking home 25% of all shopping transactions, Google has come out with 2 new products that tap into this unique venue: Customer Match, and Universal App Campaigns. Customer Match has been likened to Facebook Audiences and gives brands the ability to upload email addresses to Google. Customer Match is available across YouTube, TruView, Gmail, and the Google Display Network. This is a powerful new tool that allows brands to recapture former customers, cross-sell, personalise PPC ads, follow customers across devices, and create look-alikes.

Coming to an App Store Near You
Google has created a new campaign for marketers, dubbed ‘Universal App Campaigns’ because the ads reach across Google’s platforms. This ties in neatly with Google putting out search ads in the Google Play Store this past February to help developers stand out in the crowd.

Google Shopping Update: Don’t Miss Out
Google has enhanced its PLAs and shopping campaigns to showcase items merchants are missing in their feeds. Shopping assortment reports allow marketers to uncover products they may not be offering, but that are popular with shoppers. This provides an opportunity to add coveted products to their feed and capture new business.

Location, Location, Location
A recent update to ad customisers enables brands and agencies to tailor ads based on a person’s location. Mobile users now have important purchasing information at their fingertips: store inventory, store hours, shipping information and location, all at the regional level. Location targeting will continue to be big going into 2016, especially since searches by mobile users can convert into sales quickly, in some instances, immediately or within the hour.

Making It Personal
The push for personalisation remains strong as we move into 2016. Personalising the user experience has never been easier with multiple avenues readily available for relevant targeting: behaviour, location and preference. Connecting meaningfully with new and past customers has been a key objective for agencies and brands and will continue to do so in the coming months.

 

5 Tips for Expanding Internationally with Paid Search

With many UK brands now seeking growth through international expansion, we take a closer look at how brands can successfully expand their international operations with Paid Search and Display. Focusing on international campaign management and execution, this article offers our top tips on running effective campaigns targeted to different territories.

 

Please click here to see our earlier article on 5 Tips for Introducing a Brand into a New Territory.

 

Our top 5 tips for international expansion

1. Decide which countries to target

When expanding internationally, a good starting point for advertisers is to research which territories are likely to perform well:

  • Use tools such as Google’s Keyword Planner with its Traffic Estimator function to find out the level of brand awareness of your brand in a target territory by estimating the average monthly impressions your brand may receive.
  • To gain further insights on new territories, we would suggest that you create a worldwide brand campaign targeting all countries and all languages, while being careful to exclude any territories where you already have campaigns running. By running a worldwide campaign, you will be able to assess which locations drive the most traffic and sales. Let the campaign run for at least 2 weeks and you will see the territories which are performing the best. The highest performing campaigns should then be separated and optimised individually.

 

2. Find the right keywords

Building a strong keyword list for your campaign will help you ensure that your ads show to your target customers as they search for specific terms or visit certain websites. To find the right keywords for your campaign, we would suggest you:

  • Use keywords which perform well in the UK as a starting point, as these are likely to perform well in international territories too. Start with exact match keywords and then expand into phrase match keywords. This will allow you to see which terms users are searching for in a particular territory and therefore enable you to grow the campaign.
  • Expand your keyword selection further by using Google’s Keyword Planner to see which keywords are likely to drive the most impressions for a given territory. We have found that misspells of brand terms and products names tend to perform well in international territories and can be effective in driving more traffic to your website.

 

3. Localise your language

When running multi-language campaigns, it’s important to ensure that your ads resonate with different, local audiences:

  • Ensure you use a reliable translation service to accurately and appropriately translate your ad copy. Consumers are less likely to click on ads which do not read well.
  • Separate campaigns by language as this will allow you to target consumers who speak a local language differently to consumers who speak English. This is particularly important for UK brands that are looking to tap into the lucrative expat market. It is worth noting that there is no conclusive link to show that consumers will always prefer to click on ads in their local language, therefore this important to test ads in different languages across all target territories.

 

4. Drive more performance with effective ad copy

There are many factors which should be considered when creating ad copies for an international territory. Each territory will vary and react to ad messages in different ways:

  • Test different types of ad copy as small changes to ad copy can have a significant impact on CTR. For example, we performed a split test adding ‘/au’ at the end of the display url for an international client running campaigns in Australia. CTR for this ad copy was +17% higher than the ad copy without ‘/au’ at the end of the URL. In another test, we trialled different discount codes for a retail client who was trying to improve performance in low converting territories. By using discount-led messages in ad copy we were able to increase CTR by +22% in these territories.
  • Research the preferred terms and phrases used in your target territories, for example use “Shipping” in ad copies for the US rather than “Delivery”. It is also important to understand seasonality factors and key dates for your targets territories, for instance Christmas Day is on 7th January in Russia.

 

5. Don’t lose a sale due to poor landing pages

When trying to drive more onsite conversions, it’s important to test the most effective landing page for your target territory. There are a number of different ways to optimise landing pages:

  • Localise the language of the landing page to the territory that your campaign is running in. We tested a simple localised landing page in the US against a UK landing page. The localised landing page had a 95% higher conversion rate than the UK landing page.
  • In territories where you are receiving a large number of clicks through to the landing page but a low number of sales, test a localised landing page with images of local currency and clear messaging on local delivery options as this should improve conversion rate.

 

 

To sum up

In conclusion, knowing which territories already have a strong brand presence is key in generating sales internationally. By creating a worldwide campaign you will be able to understand which territories have higher traffic and sales volume and build campaigns accordingly.

 

When optimising your international campaigns it is important to take into consideration the differences between the different territories. By adopting some of our recommendations to help localise your campaigns to each target territory, you will be well equipped to run successful international Paid Search campaigns. Good luck!

 

Case Study: Building a new customer base in the UK

We are pleased to share a new case study of our work with well-known international travel brand, Sunweb. Adopting a new approach, we integrated Paid Search and Display advertising to help effectively reach a new audience and successfully help build a customer base in the UK.

 

Challenge

Sunweb are a leading international specialist tour operator. They have an established customer base in Europe and were looking to increase brand awareness in the UK and build its customer base locally. They appointed us to help them achieve this through Paid Search and Display advertising. We believed that we could use an integrated Paid Search and Display advertising strategy to increase brand awareness and drive incremental bookings in the UK.

 

Our Approach

Sunweb has some brand awareness in the UK, and as such already has some existing traffic to the website from UK consumers. To capture this existing search traffic, we launched a Paid Search campaign promoting Sunweb’s holiday services through a series of text ads. Messaging was designed specifically to drive consumers directly to the website.

 

To expand reach further, we implemented a Programmatic Display prospecting campaign promoting Display ad placements on contextually relevant websites. This approach was designed to target new consumers who fit a pre-defined audience profile, who we believed would have an active interest in the type of holiday being offered by Sunweb.

 

To drive more online bookings, we analysed campaign conversion data to pinpoint the times at which most on-site conversions were made. Using this data, we commenced a retargeting campaign to pursue our target consumers at times when we knew that they would be most likely to convert.

 

Results

The campaign has been a great success. Since launch, UK revenue has increased by +96% and bookings by +36% month on month. At the same time we have also managed to decreased cost per acquisition by 73%.

 

For further information on this campaign, please don’t hesitate to get in touch by contacting Digby at digby@netmediaplanet.com.

 

Channel crossing: creative offline to inform online

As Paid Search and Display advertising specialists we are passionate about running great campaigns, and are always looking to see how we can drive even more performance from them. So, when a fashion retail client invited us to attend a recent launch of their new product range, we jumped at the chance. Little did we know that it would have a wide ranging influence on the future strategy for our Paid Search and Display campaigns, not only at a strategic level, but tactically also.

 

In this article, we share some of the insights gained from this day, and highlight just how important offline marketing activity is for driving more performance from your online marketing campaigns.

 

Here we share our top 4 key takeaways from the day:

1. Planning for campaign preparation:

The day proved invaluable in helping us to create a plan for a new high performing campaign, well in advance of its launch date. Following the day, we have:

  • Created a schedule for each campaign, and are working collaboratively with the client on key campaign elements such as the development of new landing pages for the separate collections and new remarketing lists. This means that we will be able to coordinate launch times and product pushes with consistent messaging and creative to offline marketing activity.
  • Gained insight into the trends that will be directing fashion over the next 6 months. We also learned what the press had picked out as ‘the next big thing’, which since the press ultimately dictates fashion is really important. This means that we can prepare specific campaigns to push these target products – and capitalise on the buzz that the press interest will generate around them.

 

2. Understanding consumer engagement behaviours:

We gained a number of insights on the target audience from the client’s in-house marketing team. As a result we have been able to further refine our online marketing efforts to reach our core target audience with a specific interest in this new product range. The insights gained have:

  • Informed our optimisation strategy so that campaigns can be fully optimised with known contributors to high converting opportunities – such as time of day, device targeting and seasonality factors.
  • Improved our understanding of our target demographic which has helped us to develop highly specific remarketing lists.
  • Informed our website placement and topic targets for Display marketing. As a result we can find new ways to add further influence to the target consumer through the purchasing funnel.

 

3. Getting the terminology right:

We learned about the new terms that consumers and the media will use to search, find and talk about the new product range. New words entered our vocabulary, such as double-sided bags and trophy skirts. As a result we have:

  • Found new keywords to match future search queries to inform long tail keywords and additionally expand our existing keyword selection to capture more traffic.
  • Developed compelling messaging which incorporates the new terms that consumers will be using to talk about products. This will ensure that our ad copy is in tune with the latest consumer trends and terms.

 

4. Bringing creative synergies:

We learned more about the offline creative that will be used to promote the range and gained ideas of creative styles and imagery – in terms of colour palette, tones and formats. As a result we have:

  • Identified the best images to use for image ad extensions in our Paid Search campaigns that will present a look and feel consistent with offline marketing activity, while bringing consumers to the site.
  • Developed the most impactful creative banners to continue connecting with consumers through Display advertising while they browse other websites.
  • Applied the most effective imagery to develop compelling land pages that will keep consumers onsite and drive conversions.

 

In summary:

Attending this press day has not only enabled us to bring brand new ideas to our Paid Search and Display campaigns, it has given us a better view of the target audience and a clearer picture of our client’s overall strategy.

 

Sometimes it can be all too easy to get set in what is happening in your Paid Search and Display campaigns so that you miss the bigger picture of the overall marketing strategy.

 

Paid Search and Display is just one cog in the marketing machine. Gaining new business insights allows this cog to be better cut, better positioned and better oiled for what is to come, and to help the marketing machine work at maximum capacity. Seeing how the business operates first-hand has helped to drive our campaign direction over the first half of the year and we look forward to delivering some fantastic results!

 

Watch this space!

 

Changes to ecommerce in Russia – the essential update

 

Over the previous few weeks there has been much written in the media about the proposed legislative changes on international imports in Russia.

 

Russia presents sizeable opportunities for UK brands, as consumers seek out competitively priced products and fashionable Western brands that are unavailable locally. As a result international ecommerce in Russia has experienced significant growth in recent years, with the market valued at approximately $3 billion in 2013*.

 

With interest in the market increasing at pace, we thought it would be useful to share an update on the market developments to-date. We talked to our contacts at Yandex (the leading Russian search engine), to get a summary of the key points;

 

  • Following a brief suspension, the major international courier companies, which include FedEx and DHL, are once again operating in Russia and delivering parcels to individuals as well as businesses.
  • A new import tax has been set at 30% tax on goods worth over 200 EUR. However we understand that this has not been activated yet.
  • Currently there are no restrictions on the number of parcels that an individual may receive from an international retailer. However discussions are continuing, and this position could change.

 

For UK brands that already operate in the region, such as ASOS, Next, and Net-a-Porter, this new legislation will have varying impact. For example, it would appear that ASOS will not be significantly affected by the new tax levy as the average purchase value tends to be lower than the 200 EUR value threshold. Retailers of luxury goods, on the other hand, could be harmed by the new measures.

 

Currently, the extent to which UK retailers will be affected by the restrictions is still unclear, and this is unlikely to be resolved in the immediate future. With Russia involved in an on-going politically sensitive situation, market developments may evolve further and could bring more wide ranging implications for foreign brands.

 

We will continue to monitor these developments and will share updates on the situation and the impact for UK brands in due course. If you would like further advice, or information on what these market developments could mean for your international campaigns and ecommerce opportunities please don’t hesitate to get in touch.

 

For brands interested in exploring the Russia market further, then please visit our Yandex services page or www.RussianSearchMarketing.com, which provides useful insights on Russian search and digital advertising opportunities for international brands.

 

 

 

 

*http://www.ewdn.com/2014/01/24/dhl-and-fedex-suspend-operations-boycott-of-ebay-urged-but-cross-border-sales-to-continue/