performance marketing strategy overview

1. Performance Marketing Strategy Overview
Prepared by Paul Skirbe

2. • Define what Performance Marketing means and the value it provides to drive business
outcomes
PURPOSE

3. • Every single day, there are moments where people are raising their hand, signaling an
interest in a brand’s territory (this is pretty subjective, but essentially it’s anything directly
or indirectly related to your brand.)
• A Brand has the opportunity to own these customer moments and drive someone
(closer) to the point of purchase.
• Performance Marketing allows a brand to identify and respond to those moments and
ultimately enabling marketers to drive better business outcomes.
CUSTOMER MOMENTS THAT MATTER MOST

4. IDENTIFY MOMENTS THAT MATTER THROUGH DATA
DISCOVER
RESEARCH
BUY
EACH DAY MANY AIMTO… WE CAN UNDERSTANDTHEIR INTENTTHROUGH…
DECLARED SIGNALS
INFERRED SIGNALS
BEHAVIORAL
SEARCH QUERIES SURVEYS
CONTEXTUAL PSYCHOGRAPHIC
SOCIAL

5. DISCOVER
RESEARCH
BUY
EACH DAY MANY AIMTO…
480,000daily reach of US FB your audience per day
8,000searches for product category per day
100,000people in-market to buy your product
per day
9,800Searches for your brand per day
51,960Visit website per day
SIZE UP THE OPPORTUNITY TO PLAY IN OR OWN

6. Paid
Search
Lead Generation
& Affiliates
Content
Generation
Natural
Search
Performance
Display
Conversion
Optimization
Data &
Insights
Social Media
Management
Video
Structured
Data & Feeds
RESPOND TO THESE
MOMENTS THROUGH
PERFORMANCE
MARKETING

7. TO DRIVE MEASUREABLE BUSINESS OUTCOMES
DISCOVER
RESEARCH
BUY
COMPLETED VIEW
CLICK TO A WEBSITE
TRANSACTION
MEASUREABLE BUSINESS OUTCOMES…
RAISE AWARENESS
BUILD FAMILIARITY
DRIVE CONVERSIONS
EACH DAY MANY AIM TO… TURN IT INTO AN ACTION…

8. BEYOND DIRECT
RESPONSE
CAMPAIGNS
BENEFITS OF PERFORMANCE MARKETING
TARGET ACCURACY
ACCOUNTABILITY
EFFICACY &
EFFICIENCY
Performance Marketing is more than a sale, it is
about driving an action
The future of traditional media is performance-
based
Data rules in the world of performance marketing
enabling advertisers to have more relevant 1:1
conversations with customers, at scale
Tie results into business outcomes
Reach the customer where they are at greater scale
and lower cost

9. PERFORMANCE MARKETING FRAMEWORK
Principles that underpin the performance marketing framework:
1. Understand the consumer’s intent
2. Identify where Performance Marketing fits within the broader communications architecture
3. Isolate the desired consumer action
4. Classify which Performance Marketing channel best responds to the consumer
5. Create a channel strategy and tactical approach for activation
6. Develop measureable KPIs

10. EVALUATED BY:
IMPRESSIONS:
REACH: CPM
CTR: CPC: CPV
MAXIMIZE
SCALE
MAXIMIZE
RESPONSE
DESIRED ACTION:
DISCOVERY RESEARCH OWNERSBUY
CPA:SALES: HH
PENETRATION
REVIEWS,
RECOMMENDATIONS
MAXIMIZE
PURCHASE
MAXIMIZE
SHARING
CONSUMERS INTENT:
Awareness Familiarity/
Consideration
Conversion Advocacy
PRIMARY PERFORMANCE MARKETING SPACE
MARKETING ROLE:
CHANNELS: PAID SOCIAL
PAID SEARCH
PAID SOCIAL
PERFORMANCE
DISPLAY
PAID SEARCH
PAID SOCIAL
PERFORMANCE
DISPLAY
PERFORMANCE MARKETING FRAMEWORK

11. MAXIMIZE
SCALE
MAXIMIZE
RESPONSE
DESIRED ACTION:
DISCOVERY RESEARCH OWNERSBUY
MAXIMIZE
PURCHASE
MAXIMIZE
SHARING
CONSUMERS INTENT:
Awareness Familiarity/
Consideration
Conversion Advocacy
MARKETING ROLE:
Role: Educate the consumer on the product
benefits and drive purchase intent
Insights: Consumers are highly engaged among all
social platforms; create content and offer
Approach: Content-driven strategy
Key Tactics: Advanced Persona Targeting, Reach &
Frequency Buy
KPI: CTR
Role: Drive Conversion
Insight: 76% of consumer researched online prior to
purchasing
Approach: Be Always-On
Key Tactics: Website Retargeting
KPI: ROAS
PAID SOCIAL

12. MAXIMIZE
SCALE
MAXIMIZE
RESPONSE
DESIRED ACTION:
DISCOVERY RESEARCH OWNERSBUY
MAXIMIZE
PURCHASE
MAXIMIZE
SHARING
CONSUMERS INTENT:
Awareness Familiarity/
Consideration
Conversion AdvocacyMARKETING ROLE:
Role: Capture consumers who have been
inspired to learn more about your brand or
similar products
Insight: 72% of consumers went to search
engine when starting their shopping journey
Approach: Search is the Safety Net
Key Tactics: Rich Paid Search Ads
KPI: CTR & CPC
Role: Educate consumers on the benefits of your
products and drive purchase intent
Insight: 68% of home electronics shopper journey
is focused on research
Approach: Make the .com the Go-To Source for
Direct Searchers to owned assets
Key Tactics: Use Paid Search with Current Asset
to Inform
KPI: CTR & CPC
Role: Drive Conversion
Insight: 76% of consumer researched online
prior to purchasing
Approach: Be Always-On
Key Tactics: Drive Searchers Deep Within the
Brand Website to Content
KPI: ROAS
PAID SEARCH

13. MAXIMIZE
SCALE
MAXIMIZE
RESPONSE
DESIRED ACTION:
DISCOVERY RESEARCH OWNERSBUY
MAXIMIZE
PURCHASE
MAXIMIZE
SHARING
CONSUMERS INTENT:
Awareness Familiarity/
Consideration
Conversion Advocacy
MARKETING ROLE:
Active Role: Fill the funnel
Insights: Consumers are constantly engaged with digital and
mobile channels throughout the day.
Approach: Hyper-segmentation
Key Tactics: Look-A-Like Targeting, offline purchase intent
targeting, Additional Prospecting
KPI: CTR
Active Role: Drive Conversion
Insight: 76% of consumer researched online prior to
purchasing
Approach: Be Always-On
Key Tactics: Website Retargeting
KPI: ROAS
PERFORMANCE DISPLAY &VIDEO

14. MAXIMIZE
SCALE
MAXIMIZE
RESPONSE
DESIRED ACTION:
DISCOVERY RESEARCH OWNERSBUY
MAXIMIZE
PURCHASE
MAXIMIZE
SHARING
CONSUMERS INTENT:
Awareness Familiarity/
Consideration
Conversion AdvocacyMARKETING ROLE:
Role: Drive Conversion
Insight: 76% of consumer researched
online prior to purchasing
Approach: Be Always-On
Key Tactics: Product Listing Ads
KPI: ROAS
STRUCTURED DATA & FEEDS

15. Guidelines INTRODUCE INTRODUCE EDUCATE CONVERT
Priority Performance
Media Tactics
Paid Social
Non-brand tech-related
keywords
Performance Video/Display
Paid Social
Non-brand product
keywords
Performance
Video/Display
Paid Social
PLA
Brand
Product Keywords
Retargeting/RLSA
Paid Social
Opportunity to Scale
(Inventory)
High High Medium Low
Likelihood of Sales
Conversion
None None Low High
Primary Raw KPI Reach/Impressions/GRP Click/View (Retargeting Pool) Visit/CompletedViews Sales
Primary Efficiency KPI CPM, Cost Per Reach Cost Per Click, Cost PerView
Cost PerVisit, Cost Per
CompletedView
ROAS
Secondary KPI(s) CTR, CVR
Visit Rate (Visits/Clicks),
Complete Rate
Conversion Rate
Effect on
retargeting/Sequencing
Tactics should build scalable
retargeting pools
Tactics should build scalable
retargeting pools
Tactics should build high intent
retargeting pools
Use PoolsTo
Convert/Progress People
Through Funnel
AWARENESS
COMMUNICATION
BUCKETS FAMILIARITY CONSIDERATION CONVERSION
DATA & MEASUREMENT PLAN