Attention: Paid Search
of 26
/26
Embed Size (px)
Transcript of Attention: Paid Search
-
ATTENTION SUMMIT APRIL 2016
TURBO CHARGE PAID SEARCH
-
TURBO CHARGE PAID SEARCH??
@suzana_bulearca
-
BACK TO MARKETING
MICRO MOMENTS
CUSTOMER JOURNEY MAPPING
THE NEW SEARCH
MICRO MOMENT POSSIBILITIES IN PAID SEARCH
INTENT ANALYSIS SEMANTIC
INTENT ANALYSIS CONTEXT
INTENT ANALYSIS PAST BEHAVIOUR
INTENT ANALYSIS - MORE MOMENTS
YOUR EUREKA MOMENT
TODAY
-
You
BACK TO MARKETINGYOU + AUDIENCE + THE RIGHT MOMENT = EXCHANGE OF VALUE
PERCEIVED NEED/ PERCEIVED VALUE
Target Audience
-
(personal) micro
moments
intent/ needs
immediacy
audience
context
THE MICRO-MOMENTSMOMENT MARKETING IS THE #1 TREND OF 2016*
*Deloitte Digital and WARC, Digital Toolkit 2016
The use of data and tech to identify brief opportunities to put the right message in front of the right consumer
-
FOUR KEY INTENTION MOMENTSGOOGLE
I WANT TO KNOW
MOMENTS
I WANT TO DO
MOMENTS
I WANT TO GO
MOMENTS
I WANT TO BUY
MOMENTS
66% of smartphone users
turn to their smartphones to
learn more about something they saw
in a TV ad. 1
Searches related to how to on You Tube are growing
70% year-on-year. 3
Near me searches
have grown 2X in the past year. 2
82% of smartphone users
consult their phone while in a
store. 4
1. Google Consumer Surveys, US May 20152. Google Trends, US March 20153. Google Data, US, Q1 2015 vs. 20144. Consumers in the Micro-Moment, Google/Ipsos, US, March 2015
-
OPTIMISE ACROSS THE
JOURNEY
USE CONTEXT TO DELIVER RIGHT EXP.
UNDERSTAND CUSTOMER
NEEDS
MEASURE MICRO
MOMENTS
DEFINE THE MOMENTCUSTOMER JOURNEY PLANNING
MAKE A MOMENTS
MAP
-
WHY DOES PAID SEARCH CARE ABOUT AUDIENCE & MOMENTS?
-
UNIFICATION OF SERPSMAKING SMART BIDDING EVEN MORE IMPORTANT, ESPECIALLY ON BUDGET ACTIVITIES
-
FROM SEARCHES TO SEARCHERSPREDICTIVE SEARCH IS CLOSER THAN WE EXPECT
-
MICRO-MOMENT POSSIBILITIES IN PAID SEARCH
-
NAVIGATIONAL INFORMATIONAL COMMERCIAL-INVESTIGATION
TRANSACTIONAL
Reach a site Research Discriminate Action
trainline app/ adidowebsite/ Lloyds bank login
actor who played wolverine/ weather in Bournemouth/ how to choose a ppc agency/ best DSLR camera/ credit cards
Nikon D810 reviews/ adido vs. thinking juice/ difference between plastic and metal gutters/
get insurance quote/apply for credit card/ buy 76mm gutters online/ nearby Greek restaurant/ contact adido
Competitor hijack Offer value/ enter the consideration set
Sway purchase decision Achieve final (or highestonline value) objective
Get ancillary or investigatory traffic
Alternative conversions Higher value alternative conversions
Paid search/ paid promotion
Organic search/ paid promotion/ paid search
Paid search Paid search
Low-mid value Mid value Mid-high value High value
Dependent on brand High volume Mid volume Low-mid volume
Low cost/ penalties High cost Mid-high cost Mid cost
INTENT ANALYSIS - SEMANTICSALL CLICKS ARE NOT EQUAL
-
KEYWORDS VS. SEARCH QUERIESWHAT YOU BID ON IS NOT ALWAYS WHAT PEOPLE SEARCH FOR
-
ACCOUNT GRANULARITYPRIORITISATION, RELEVANCE, CUSTOMISATION
-
CAMPAIGN PAIRINGNUDGE INTENT/ SQUEEZE MORE INTENT
-
ALTERNATIVE CONVERSIONS & ATTRIBUTIONUNDERSTAND THE HIDDEN VALUE OF LOW INTENT QUERIES
-
INTENT ANALYSIS - CONTEXTI WANT TO GO, I WANT IT NOW, I WANT IT HERE
-
INTENT ANALYSIS - CONTEXTMAXIMISE SHARE OF INTENT, NOT SHARE OF EVERYTHING
-
INTENT ANALYSIS PAST BEHAVIOURFROM SEARCHES TO SEARCHERS
-
INTENT ANALYSIS PAST BEHAVIOURREMARKETING FOR SEARCH/ CUSTOMER MATCH
CUSTOMER MATCH
Create & target (or exclude) first party user lists by uploading email addresses
REMARKETING LISTS FOR SEARCH ADS
Tailor search campaigns based on whether a user has previously visited the site/ app and what actions they have taken there
-
Bid on more generic terms/ DSA campaigns
Competitor bidding
Brand bidding to new searchers only
Exclude converted users from your campaign
Model bids on perceived value
Tailor messages & landing pages to upsell, cross sell
or re-engage
RLSA/ CUSTOMER MATCH UTILISATION
Generate Awareness
Influence Consideration
Drive Purchases
Increase Loyalty
OBJECTIVES
-
The impact on bottom line from RLSA is significant,
especially in markets where multiple browsing and
longer conversion journeys are the norm (increasing
for most industries)
CPAs can be 3X lower on previous visitors
List size will be impacted by the level of segmentation
Map your site journeys first and identify the best
potential cohorts
RLSAPERFORMANCE
-
Right time marketing. If delivered at the optimal moment, it can feel like real time.
Model bidding/ manage ads based on:
Certain programmes airing on TV
Competitors/ you/ partners advertise on TV
Changes in weather conditions
Live events
Stock market performance
Inventory changes
Delays
CRM data
INTENT ANALYSISMORE MOMENTS
-
DEFINE THE MOMENTWHICH MOMENTS CANT YOU LOSE? WHERE DO YOU TACKLE EACH MOMENT?
5 videos 34 searches
380 web page visits
87% of mobile
searches
419 digital moments
APR JUNEMAY
-
YOUR EUREKA MOMENT
-
EXPLORE. CAPTIVATE.CREATE.
Adido 2016
01202 586 300
WWW.ADI.DO
DEAN PARK HOUSE | 8-10 DEAN PARK CRESCENT | BOURNEMOUTH | BH1 1HL
