Attention: Paid Search

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    15-Apr-2017
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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

    HELLO@ADI.DO

    WWW.ADI.DO

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