Craig Greenfield’s Redefining Performance Marketing: Holding Performance Marketing Campaigns Accountable

Facebook recently passed Google to become the most visited website in the U.S., according to Hitwise. This achievement from the social networking giant reminds marketers not only of the growing importance of social media, and Facebook in particular, but of choosing the right approach and success measurement plan.

Facebook recently passed Google as the most visited website in the U.S., according to Hitwise. This achievement from the social networking giant reminds marketers not only of the growing importance of social media, and Facebook in particular, but of choosing the right approach and success measurement plan.

Performance media offers marketers several solid choices to connect with target audiences, but marketers should clearly define campaign goals up front to ensure they choose the right campaign tactics and success measurement scheme. With concrete goals in place, marketers can consider incorporating fan pages, ads and applications into their campaigns and create plans to observe and measure engagement, conversions, connections and opinions (ECCO) to quantify success.

Facebook pages
Facebook pages offer free, simple ways to update people about promotions, events, new products and more. Marketers should select a memorable Facebook vanity URL for their pages, and promote them on their brands’ native sites, blogs and other promotional materials since consumers need to opt in or click the “Like” button on the page to engage with the brand.

Search engines rank social site pages high for branded searches, and marketers can use them to own more of the search engine results page since search engines only display two results from marketers’ native sites.

Applications
Applications foster viral sharing, encourage brand interaction and generate leads through “tell your friends” and “add to profile” buttons. Papa John’s, for example, uses sweepstakes apps to capture names and email addresses while staying top of mind with consumers. Tools exist to track user interaction with applications.

Social ads
Performance media ads are text- and image-based ads that appear in the right sidebars of Facebook users’ profile pages. Marketers trigger these cost-per-click or cost-per-impression ads based on user attributes like gender, geography, age and interests. These powerful microtargeting capabilities enable marketers to effectively target only the most suitable of Facebook’s more than 400 million users.

ECCO success tracking

A performance marketing campaign’s success hinges on whether, and to what extent, it achieved its goals. ECCO offers a concrete approach to measuring and quantifying success. It can be adapted to a specific campaign’s goals and tactics to establish clearly defined success metrics and milestones, but the approach always incorporates some combination of engagement, conversion, connection and opinion measurement. These terms are explained in more detail in the following list:

  • Engagement. What immediate reaction or interaction was created? Often measures clickthroughs, rollovers, interaction rates, video streams, time spent with ads, games played, etc.
  • Conversions. Following engagement, what actions did the campaign spur? Commonly consists of sales/orders, leads/emails, downloads, sweeps entries and other post-click activity.
  • Connections. How well did the campaign reach its target? What impressions were left? Measures reach, frequency, cross-site duplication, impressions delivered, site visits and more.
  • Opinions. How was the campaign perceived? What reactions were elicited? Can include brand studies, polls/surveys, ad recall, brand awareness, purchase intent, among other things.

Marketers and their partners must assign the right values and indicators to each ECCO element, but the framework provides an adaptable approach that can support a wide range of performance media campaigns and other social media programs. Whether just getting started or devising the next in a long line of effective performance marketing campaigns, marketers can lean on ECCO to hold Facebook campaigns accountable.

Craig Greenfield’s Redefining Performance Marketing: The Search Engine Results Page of the Future

Although impossible to predict exactly how tomorrow’s SERPs will look, marketers can position their brands for future SERP domination by focusing content creation strategies on some known trends that are currently influencing or will soon influence tomorrow’s SERPs. 

Take, for example, Google’s integration of rich media (e.g., photos, videos) into SERPs in recent years. This trend will likely continue and could easily evolve into paid video search ads in the SERPs of the future.

Search engine results pages (SERP) continue to evolve before our eyes, consistently becoming more relevant to consumers. Marketers seeking to stay ahead of these advancements in usability and relevancy to own more of tomorrow’s SERP should focus on developing three types of content:

  • paid content: paid search ads;
  • owned content: native websites, videos, social media, local information and blog posts; and
  • earned content: user-generated materials like YouTube videos, tweets and consumer reviews

Although impossible to predict exactly how tomorrow’s SERPs will look, marketers can position their brands for future SERP domination by focusing content creation strategies on some known trends that are currently influencing or will soon influence tomorrow’s SERPs. 

Take, for example, Google’s integration of rich media (e.g., photos, videos) into SERPs in recent years. This trend will likely continue and could easily evolve into paid video search ads in the SERPs of the future.

Real-time owned content from blogs and social media; user-generated earned content from blogs, tweets, and videos; and such local brand information as addresses, phone numbers and maps will likely all continue to be important in the SERP of the future. These represent just a sampling of the trends directing SERP evolution, but let’s take a closer look at the following three other likely influencers:

Sitelinks and deep navigation
.The SERP of the future will continue to incorporate more anchor links and clickable ad text, clickable search snippet text and clickable URLs. Sitelinks and deep navigation enable users to more easily find the exact page they’re looking for right from the SERP. Incorporating sitelinks into paid search ads, utilizing breadcrumb navigation, clear URL structure, and clear sitemaps helps spiders display more links in natural search listings. Expect more links in body content to permeate the SERPs moving forward.

The growth of mobile
. Predictions say that mobile search will rise to 73 percent of the mobile ad market by 2013 (Kelsey Group, Sept. 2009). With more than 140 million worldwide mobile social network users, consumers increasingly hold the future SERP in their hands; therefore brands must ensure visibility in mobile search by catering to an altogether different and separate SERP experience.

Personalization . Based on the search results that users click, Google already changes the results over time to make them more relevant and personalized. Google’s social search also pulls in results from the searcher’s social circle, such as tweets or Picasa pictures from friends. The highly personalized SERP of the future makes search marketing more complex—brands must have a deep understanding of their consumers to be able to most effectively target them, and this only becomes truer going forward.

How can brands manage the SERP of the future? Simply put, marketers must create and embrace holistic strategies to fully manage owned, earned and paid content that lives on the SERP of today to succeed on the SERP of tomorrow. A working combination of these trends – and more – can help marketers develop a comprehensive search strategy to take advantage of the SERP, while enhancing user experience and relevancy.