Bringing true value to customers is ultimately measured by the bottom-line success of result-based campaigns. However, ensuring dependable and continuously increasing ROI is not a simple matter. It requires the astute juggling of vast amounts of data-promotion combinations, creatives, conversion funnels and landing pages. No less important is a real-time grasp of the ever-changing array of tools, platforms, and media sources, as well as the expertise to instantly envision the most effective mix for any given campaign, and to make on-the-fly alterations as the campaign progresses. But, all this know-how is still not sufficient. Successful campaigns require the technology that enables the seamless orchestration of these multifaceted challenges.   

In order to ensure exceptional value for our customers, we utilize our accumulated hard-won experience in running ROI-focused campaigns, and in developing and improving technologies and methodologies that consistently turn clicks into customers. Through a mix of effective optimization, state-of-the-art conversion tracking, media management, pixel service management, and post conversion insights, we assist our customers in meeting and exceeding their business objectives in both online and mobile campaigns.

Fresh photos straight from OMExpo Madrid

Busy days onsite: Noa, Diego, Tom and visitors

Inbar and some fish

Deby is promoting results for mobile advertising

Lehaim! Salud! Cheers! for our ongoing success!
Mishelle, Diego, Noa, Tom, Deby and Inbar behind the Cam..

Inbar & Peles

The Hamsa Hand Joy: Robbie and Ohad (in suites) with2 great partners

Moshik and Noam - As promised you're our blog stars... 

Winning team at DMEXCO (L -R): Ohad, Tom, Moshik. Robbie, Rachael, iDa,Peles  

Peles Speaking: 3D Apporach to online advertising 

DMG Team (L to R):
Boys:Moran, Avidan, Erez Rafa &  Girls: Nili, Liat Keren,

Peles, Erez, Nili and guests: 

 3D Apporach to Online Advertising:
Peles Speaking at the Marketing Integration & Campaign Strategy Seminar  

Kool and the Gang:

Integrated Results-Based Approach to Online Advertising

A version in German:Results that Measure Up DE.DOC (63.50 kb)    

 Don’t you wish someone could put a realistic price tag on finding new leads or customers?

While we are preparing a wish list… Wouldn’t you like to get a better handle on ROI, or knowing how much revenue in certain market segments can be attributed to the campaign? Or even better yet, how would you like to be able to analyze price sensitivity in different market segments based on online information while the campaign is going on?

Integrated results-based approach is about squeezing every possible benefit from every dollar spent – quickly and intelligently. In order to optimize advertising campaigns and achieve ambitious ROI goals, advertisers must have access to real-time feedback, measurement and instant analysis of all their online marketing activities.

Define the road to meaningful results

This approach is based on the fundamental understanding and definition of the real value that a customer, lead or click represents. That means setting a realistic “price tag” on the desired result, or conversion, whatever it may be – a new lead, customer, sale, click, or registration. At the same time, we must bear in mind that this price tag varies across geographical regions, market segments, media types and even promotional offers.

Measure to optimize the process

The focus is on measurement and understanding that everything is, and should be, measured. The optimization process is based completely on the measurable results received from across all the different advertising platforms, on the different processes that make up the conversion value chain – starting with clicks, leads, registrations and even offline upgrades and up sell opportunities. This way, every advertising dollar is optimized intelligently. So before, during and, of course, after the campaign, advertisers have a real handle on the value of every conversion and know how much revenue in specific market segments can be attributed to the campaign. Armed with that, ROI objectives are clearly in sight.

Real added- value comes with integration

Results-based online advertising is only as good as the breadth of the online tools available, and how they are leveraged together. Data is combined from all advertising platforms: SEM, Banner ads and emails to shorten the learning curve and build value faster. Knowledge gained from any one platform is immediately made available to ongoing campaigns on other platforms and rapidly optimized to guarantee continuously improved results.

The final frontier: integration with CRM

With full integration with existing CRM system, the campaign comes full circle to become a sophisticated marketing tool that enables targeting market segments, such as discounts to first-time buyers, as well as opening a plethora of cross-sell opportunities. The result: total control of the sales cycle – from the very first impression all the way to the desired conversion. Control that is always focused on positive ROI.

As the most critical stage of the campaign, the LP generates the actual results, thus should ensure the higher possible Conversion rates.
Hereby are several recommended principals for Landing Page creation:

1.     Optimize the loading speed
This is a crucial step in the process: the faster the LP loads - the lower your bounce rate will go!
An outstanding design that takes time to open up will probably won’t be able to keep the potential buyer to see your design (or at least complete the conversion process). 

2.     Define the Objectives for the Landing Page
the content of the page should be determined by the desired results:
generating leads, product acquisition, brand/product awareness, etc.

e.g. A: for online acquisition results, the page should comprise of the minimum necessary details for the actual purchase – to make it quickly and effectively without any hassles to the buyer.

e.g. B: If you want to direct the leads to a calling center, in order to improve their scoring, you can add more qualifying questions, which may have a direct effect on the lead's Value for both the calling center and cost.
On another case, when a higher volume of leads needs to be generated for a huge calling center, it is recommended to “untie” the qualification fields.

3.    Ensure the best possible design of text and structure
The major info should be positioned on the "heating" areas of the page, to increase visibility and attention of the users for maximum responsiveness.

e.g.: when the text orientation is from left to right, the "heat (and hitting) area" is at the upper left side of the page. All major messages should be located there.
An additional info will be located at other areas. Again – make sure to keep it on the heat area. The attached Heat Map demonstrates this concept:
"Hot"/ High hit areas – in red color 
"Cold"/Low hit areas- in blue color

By Inbar Chap, co-CEO

Don't Judge a Banner by its Cover!
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=107890

 As Affilicon Israel draws near, we approached Peles to discuss the interaction between the two marketing channels - Results-based online advertising & Affiliate marketing:

§         Q: How do affiliate marketing and results- based marketing co exist with the more traditional ways?
Peles:  Affiliate marketing is one segment within the broader scope of result based advertising. They in many cases compete for budget, although, in our opinion they shouldn't. More traditional ways should deal with what is called branding, and result base should deal with direct acquisitions. More sophisticated advertisers, transforming both their budgets to results - they just define the goals differently, but measure both and optimize both budgets.

§         Q: What is more effective affiliate or SEM?
Peles: It is like asking what is more important, eating or drinking, for successful online advertising programs both should be effective, it is a matter of volume, competition and market.

• Website marketability
• Offer
• post click conversion

 On the side of the Service provider or, in our case, the "network" - we complete the picture with our expertise in providing the playing field and the optimization tactics. As a representative of the media side of the business, my responsibility is with the playing field or accurately; the rich Blend of traffic that provides the opportunity for the conversions to happen. This is fundamentally made up by a 2 level media pool: 
1. The base – the mass amounts of various traffic that provide multiple types of traffic from channels and placements that have some  slight relevance to the advertising offer.
 2.  Highly targeted, highly convertible traffic. Together these traffics create a blend that provides the advertiser with enough momentum to take its first baby steps in making the beginning conversions happen.

Once those occur it has to be provided with enough fuel to be able to learn and grow and be optimized using our technology, expertise and tactics into a significant volume campaign. One may ask why a campaign isn’t run on the second level traffic only where the highest likeliness of a conversion would occur.

The answer lies partially in the fact that this traffic is limited in its quantity and furthermore we have seen that to grow an advertiser to limitless expansion it is important to provide it with both types giving it the necessary bulk it needs to be a strong long lasting campaign. 

If the issue of the perfect blend of traffic isn’t enough; in order to keep going a long lasting successful campaign the traffic pool must remain forever fed by a continuous flux of new traffic in both of the levels. This compliments the continuous changes and optimization tactics made on the back end side of the campaign that creates each moment with a rich starting point for the new seed conversions.