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Agency/SEM Issues David Szetela Clix Marketing

Agency/SEM Issues David Szetela Clix Marketing. eCommerce Campaign Oprimization. 1. Compensation methods: Percentage of Spend vs Pay for Performance 2. Click Path Tracking. Percentage of Spend Compensation. Pros: Appropriate for branding objectives – “buying eyeballs” Pro: Easily measured

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Agency/SEM Issues David Szetela Clix Marketing

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  1. Agency/SEM Issues David Szetela Clix Marketing

  2. eCommerce Campaign Oprimization 1. Compensation methods: Percentage of Spend vs Pay for Performance 2. Click Path Tracking

  3. Percentage of Spend Compensation Pros: Appropriate for branding objectives – “buying eyeballs” Pro: Easily measured Con: Rewards overspending, and fails to reward ROI

  4. Pay-for-performance Compensation Pro: keeps team focused on business objectives – e.g. revenue, profit Pro: incents agency to produce continuous improvement Con: more difficult to track

  5. Compensation Case Study Pay-for-performance compensation was top factor in Clix being chosen over other agencies Based on PPC profits = (PPC Revenue minus Ad Spend) Started with a sliding scale: higher profits earned higher percentage Challenges: revenue tracking, sticker shock

  6. Click Path Tracking Many buyers don’t buy on their first visit Buying cycle: needs identification, brand/provider research, selection Example term sequence: “Anniversary Gift;” “Photo Oil Portrait;” “PhotoOilPortaits.com” Conversion “credit” is given only to most-recently-used term

  7. Click Path Tracking Tracking “assist terms” allowed us to discover broad terms that lead to eventual conversion ROI was attributed to terms that had previously garnered zero conversions

  8. Results

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