5 Relevancy Strategies to Break Through and Engage: Search, Display, Social

5 Relevancy Strategies to Break Through & Engage Your AudienceQ3 2014

Performics offers an end-to-end solution for Performance Marketing execution and consulting.

Performics Overview

Agenda for DateTime Item OneTime Item Two

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AgendaNew Framework for Driving PerformanceToday’s Multi-Touch Journey

Relevancy Deep Dive

5 Ways to Increase Relevancy:• Leveraging participant data • Integrating search, display & social• Testing copy & landing pages• Engaging in the new world of organic search• Retargeting

Questions

1. VisibilityFind participants across channels & devices

2. RelevancyCreate experiences that break throughclutter & drive qualified clicks

3. ConversionActivate clicks, actions, leads, sales

4. OptimizationContinually improve results

4

Performance Activation Framework

More Relevant Ads = More Qualified Interactions = Less Costs & More Conversions

5

Today’s Fluid Multi-Touch Journey

5 Ways to Increase Relevancy

1. Leveraging participant data 2. Integrating search, display & social3. Testing copy & landing pages4. Engaging in the new world of

organic search5. Retargeting

1. See people through data– Participant insights– Social chatter– Search keywords– Browsing data– Demographics

2. Create experiences that are already optimized because they’re informed by participant engagement metrics uncovered via analytics

7

Leveraging Participant Data

ChallengeSoftware client needed to be nimble to capitalize on buzz, in real-time, around new product announcement

StrategyOn launch day, we implemented bids, keywords & copy based on dynamic participant data. We noticed higher-than-expected social conversations trending in anticipation; we used these insights to build/refine copy & keywords.

ResultsOn announcement day, relevant ads drove 328% higher-than-average CTR, an all-time high

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Participant Data in Action

1. Understand competitive/participant landscape

– Right person, Right channel, right device

2. Create cross-channel, online-offline attribution plans, media-mix models

3. Enable data collection via tagging

4. Collect, report, optimize; shift budget in real-time to pounce on performance

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Integrating Search, Display & Social

ChallengeEntertainment client sought to increase brand keyword search volume

StrategyExpand beyond paid search to display & social with theory that visibility would create demand in search– We tailored messaging through the journey

Results• Brand search volume increased 21% in the 1st month & 46% in the 2nd• Proof that display & social can not only drive direct conversions, but also fuel search

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Integration in Action

1. Define success– Purchase, find store, sign-up

2. Optimize to success metrics3. Create pre-click (ads) &

post-click (landing page) experiences that convert

– Big ROI lies beyond the click– Yet for every $92 spent acquiring visitors, only $1 is spent converting them*– We routinely see 100%+ conversion rate increases via landing page testing (A/B, multivariate)

4. Never stop testing & learning

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Keys to Testing

VS.

*Econsultancy (2012)

Landing Page Testing in Action

*Results may vary per brand/vertical. Test yourself!

Geo-Targeted Landing PagesCopy & imagery customized to region

Gender Landing PagesExperiences aligned with gender

Dynamic Landing Pages Elements (images, layouts, content) change based on keywords, location, or prior visits

Hispanic LandingPages & InsightsExperiences (language, layout & imagery) designed for Hispanics

Mobile Landing Page & InsightsExperiences tailored to mobile devices & associated behaviors

12% LIFT

41% LIFT

83% LIFT

420% LIFT

27% LIFT

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Copy/Creative: Testing

Identif

y Busines

s Goa

ls

Identify

Challenges to Achievin

g Goal

s

Identify

Learning

Needs to

Overcome Challenge

s

Develop Hypotheses

Plan Measurement

, Research, and Testing

i.e. achieve $X Cost-Per-

Acquisition for Product

Campaigns

Uncertainty around the

precise copy to establish

relevancy with searchers

Identify language that establishes relevancy with searchers, and increases CTR, decreases CPA

“Quality” is the most relevant qualifier when

referring to retailer’s product

Copy Testing to let market determine

winner

FOR

EXAM

PLE:

The New World of Organic Search

• Panda 4.0: Implications, Defenses & Opportunities– May 20th organic algorithm update penalizing poor content,

rewarding quality relevant content• eBay has lost 2/3rd of its organic real estate

– Now, we take a Performance Content approach• Creating engaging experiences that are

awarded high rankings because they’re relevant to users

– Opportunity if you’re losing organic traffic– Can also use paid search to compensate for

organic loss

http://blog.performics.com/googles-panda-4-0-implications-defenses-opportunities-organic-search-marketers/

http://blog.performics.com/googles-panda-4-0-implications-defenses-opportunities-organic-search-marketers/

A lead gen client’s fragmented owned media ecosystem diluted its organic rankings, leaving paid search as the primary traffic source. The client sought to improve SERP presence by amplifying paid & organic, holistically.

Challenge

We aligned the client’s paid search team & web development teams to unify keywords & content:

- Paid Strategy SWOT analysis identified keywords that had the highest potential for organic performance

- Organic Strategy included content elements, technical site improvements

Solution

Organic Strategy

Paid Strategy

Organic in Action

Lead Gen Client: Results

Organic presence led to an 14% increase in

paid search CTR

Paid search presence led to 50% increase in

organic CTR

Paid & Organic Domination Boosted Overall CTRs

Organic Advancement Enabled Reduced Paid

Investment 12% increase in applications Y/Y

Standard Campaigns Retargeted Campaigns

0%

5%

10%

15%

20%

25%

30%

35%

0.0%

0.5%

1.0%

1.5%

2.0%

2.5%

3.0%

Conv. Rate CTR

Encourage repeat visitors to engage and generate Trial Downloads from a software website.

The results from RLSA ads over the standard campaigns:1. Increased click-through rates 150% 2. Delivered a 164% greater conversion rate3. Higher CTRs help boost Quality Score, resulting in lower CPCs

Performics recommended launching a remarketing campaign using a DMP/Tag Management Solution. User pools were created within the platform to fit the target segment. These pools included visitors that had previously clicked through to a product page, but did not initiate a Trial. It also targeted users who initiated a Trial, but did not complete the process.

Challenge

Performance

Plan

more qualified retargeted audience

Driving Relevancy through Search Retargeting

Questions?

performics.comfacebook.com/performics@performics

Dan MalachowskiMarketing Director, Content & Community

[email protected]

5 Relevancy Strategies to Break Through and Engage: Search, Display, Social

Data & Analytics

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