PPC Search: Disclosure vs. Free-for-All

PPC Search: Disclosure vs. Free-for-All Kevin Lee, Chairman and CEO, Didit

What Does Didit Do? ,[object Object],[object Object]

Extra Screen Real Estate Helps ,[object Object]

Objective of Today’s Discussion ,[object Object],[object Object],[object Object],[object Object]

Affiliates & “Performance” Players ,[object Object],[object Object],[object Object],[object Object]

Contrast the three options ,[object Object],[object Object],[object Object],[object Object],[object Object]

Lock in primary PPC campaign first ,[object Object],[object Object]

Let’s Do the Math for the Primary ,[object Object],[object Object],[object Object]

How to Decide for the Primary? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Let’s Do the Math ROAS Differences ,[object Object],[object Object],What If You Pay… A Low Fee for Low Performance A High Fee for High Performance Media spend, gross $100,000 $100,000 Agency fee 5% 15% Agency fee per $20 spent $5,000 $15,000 Media spend, net $95,000 $85,000 Better technology, strategies and more resources lift ROAS by 20%. ROAS base = 5 5 6 Results: A better firm brings better results, even with less media to spend (given ROAS advantage) $475,000 $510,000 Your net search profit @ 40% margin all-in $ 189,980 $ 203,980

[object Object],Primary Placement Bid Optimization

What are you optimizing to? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Optimize your success metric(s) ,[object Object],[object Object],[object Object],[object Object],[object Object]

Primary Optimized Going for Seconds ,[object Object],[object Object],[object Object],[object Object]

The Bid Escalation Scenario ,[object Object],[object Object],[object Object]

The Opaque Arbitrage Scenario ,[object Object],[object Object],[object Object]

The Opaque Arbitrage Scenario ,[object Object],[object Object],bid Predicted normalized CTR (AdRank) Predicted eCPM True Rank $ 0.82 1.2 0.984 1 $ 0.98 0.9 0.882 4 $ 0.84 1.07 0.8988 2 $ 0.88 0.88 0.7744 5 $ 0.78 1.15 0.897 3

Who is learning from your conversion data? ,[object Object],[object Object],[object Object]

You double-paying for conversions? ,[object Object],[object Object],[object Object],[object Object]

The Full Transparency Scenario ,[object Object],[object Object],[object Object]

Conclusion ,[object Object],[object Object],[object Object],[object Object],[object Object]

PPC Search: Disclosure vs. Free-for-All

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PPC Search: Disclosure vs. Free-for-All