Adobe Summit 2012 - London leveraging paid and organic search

© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

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Bio Area – Credibility boosterMeet the speaker, speaker pic accomplishments, clients the speaker deals or products a master of with and or positions held at organisation names etc(ie a mini facebook/ linkedin profile mockup area)?

Leveraging paid and organic search data to manage &optimise your search programme (15203)Cameron Cowan, Adobe | Rina Patel, Chevrolet Europe | Alice Morgan, Consultant | Sam Holt, Performics

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Cameron CowanProduct Manager, Adobe SearchCenter @SEM Cameron | [email protected]


#AdobeSummitIntegrating organic search data into SiteCatalyst

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#AdobeSummitSEO technology partners

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Accredited Genesis integrations

Provide SEO data into DMS platformOrganic search rankCompetitor(s) rankOrganic search volume

Pass site analytics data to SEO tool

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How can I leverage organic search data to make smarter and more effective

campaign management and optimisation decisions?


#AdobeSummitLeveraging integrated SEO data to manage and optimise search programmes

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Holistic search reporting

Relevant keyword research

Smarter bid optimisation

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#AdobeSummitIntegrating organic search data into SearchCenter — unified search reporting

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#AdobeSummitValuable source of relevant keyword research

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#AdobeSummitSmarter bid optimisation

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Increase reach:Increase bid when Organic Rank greater than 10 and Organic Revenue greater than €300

Test cannibalisation:Decrease bid when Organic Rank is equal to/greater than 2 and Paid Average Position is also equal to/greater than 2

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Rina Patel Chevrolet EuropeWebsite Operations [email protected]

Consultant to Chevrolet EuropeSEO and Content [email protected]

PerformicsAccount [email protected]

Alice Morgan Sam Holt


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BUSINESS NEEDS

Online PR

Mobile

Email

PPC

Social media

SEO

Offline (TV, Radio)

Websites

Each marketing channel was treated as a solo entity of the business model

Multiple technologies to support either all or some of our marketing channels

Last click model does not allow you to understand your consumers journey

Unable to allocate our budget effectively

Missed opportunities to delivery real actionable insights

Unable to make effective optimisationdecisions across multiple channels


#AdobeSummitCurrent digital marketing practices

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1. Path Analysis

2. Contribution Modelling

3. Cross Channel

Optimisation

Attribution is Key

Path Data: See the funnel in action. Understand your consumers’ user experience.

Contribution Modelling: Weight the different media influences on your consumers.

Cross-Channel Optimisation: Allocate your dollars to maximise impact.

Adobe

PPC

SEO Display


#AdobeSummitSolution to success

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Say good bye to the “last Click” and say hello to “Attribution” analysis

Business focus - AliceUnderstanding how Search (PPC+SEO) supports our business needsDeveloping a strategy to match.

Business Analyst – RinaDeveloping technical solutions to meet business needs.Identifying opportunities to the business.

Data Analyst – SamImplementing test methodologies and analysing the impact across our marketing mix.Feeding back results to the business

Developer – Frank (Ignition)Translating technical requirements directly across the brand sitesEnsuring discrepancies are aligned at the early stages

Next Generation Analysis

Creating synergies within the organisation and digital marketing group

Having a successful team that is dedicated & passionate in implementing a solution and delivering results


#AdobeSummitHands up please

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1. Name a car model made by Volkswagen

2. Name a car model made by Ford

3. Name a car model made by Chevrolet

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No interruptive or broadcast media

Spontaneous awareness for Chevrolet products is

virtually nil

Currently in Europe at 1.36%

Business problem and our challenge

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Low product awareness

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Small market share

Small media budgets

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But we need to grow awareness, consideration and leads!

Withoutthe big bucks

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SEARCH

22websites

SEARCH

17languages

SEARCH

19markets

Chevrolet and search

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37markets

44websites

27languages

Chevrolet Europe HQ in Zurich

Brand protection

Acquisition(generics)

Harnessing combined power of

paid/natural search

The holy grail

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#AdobeSummitWhat we wanted to know from this test

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How can we make informed decisions about our search strategy?

How can we do this across multiple markets and multiple languages?

How can Attribution further our understanding of the relationship between channels?

How can we squeeze every last drop out of our media budgets?

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#AdobeSummitExplore!

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“To test and analyse an integrated OneSearch approach to ascertain thebenefits of managing paid and natural search in synergy”

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#AdobeSummitSharing data is integral to OneSearch

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OneSearch strategy development

OneSearch optimisation process

Keyword management

Content management

distribution

Campaign structure

Content optimisation

Link optimisation

Targeted distribution

Indexation

Landing page management

PPC

SEC


#AdobeSummitTest fundamentals

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Shared keyword learning

Shared bid strategy

What keywords can we leverage from paid search to target in SEO?

Which keywords from both channels add value to the Chevrolet business?

Use advanced bidding logic in SearchCenter+ to test different OneSearch scenarios

Bidding based on SEO rank through one interface

What exactly did we want to find out?

How did we go about this?

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#AdobeSummit3 test scenarios, 3 markets, 3 months

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SEO Rank = 1-3

Implement bid rules to ensure

PPC Rank = 1

SEO Rank 1-3


PPC Rank = 4-5

SEO Rank 1-3


PPC Rank = below first page bid

Dominate Separate Remove

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#AdobeSummitHow we selected our keywords

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PPC keywords the starting point

Proven record of driving relevant traffic (that converts)

Cover with available budget

We can compare in SEO and PPC

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#AdobeSummitResults: separate/remove

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SEO + PPC Traffic

Avg. Paid Position

630% decrease in Paid traffic

10% increase in SEO traffic

474% decrease in conversions

45% decrease in CPA

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#AdobeSummitResults: dominate

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SEO + PPC Traffic

Avg. Paid Position

542% increase in Paid traffic

241% increase in SEO traffic

380% increase in conversions

2% increase CPA

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#AdobeSummitDominate – the details

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After an initial increase, CPA is now on a downward path.

CPA

Site conversions

Combined presence of high paid and natural results = huge impact on conversion volume


#AdobeSummitEverything on one chart

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Everything can be mapped on one chart

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#AdobeSummitNew layer of potency revealed by attribution

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Keyword Library

Valuable to Chevrolet

22 keywords drove 100% of the conversions in both

SEO and PPC

Data allowed us to highlight 3 new SEO keyword targets for 2012 based on their value to Chevrolet in PPC.

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#AdobeSummitNew layer of potency revealed by attribution

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0

100

200

300

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500

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u shaped last click

Conversions

25% more conversions attributed to generics when U-

shaped model applied

= their true value

U SHAPED LAST CLICK

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#AdobeSummitKey takeaways

Attribution reveals new insights between Paid and Organic exposing hidden conversions

Understanding the relationship between Paid and Organic constructs powerful bid strategies

Uniting Paid and Organic search produces qualitative data for less dollars1 2

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Adobe Summit 2012 - London leveraging paid and organic search

Business

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