ClientSummit2010_SearchWorkshop
15
Getting More Out of Search Joshua Palau, VP Search
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Josh Palau discussed how marketers can get more value of out of search - by integrating search into your broader marketing efforts, not just squeezing more efficiency out of organic and paid search - at the Razorfish Client Summit in Boston.
Transcript of ClientSummit2010_SearchWorkshop
Getting More Out of SearchJoshua Palau, VP Search
GETTING MORE OUT OF SEARCH
Razorfish Creates Experiences that Build Businesses
GETTING MORE OUT OF SEARCH
Search Creates Discovery Experiences that Build Loyalty
GETTING MORE OUT OF SEARCH
Visitors Who Convert ?????
But We Rarely Track All of Those Experiences
GETTING MORE OUT OF SEARCH
Evolution = Understanding that Every Interaction Counts
Evolve by Understanding Valuable Actions
GETTING MORE OUT OF SEARCH
ActionClicked and ConvertedStore Locator / Visited StoreLatent ConversionsPhone CallConverted on Different ComputerConverted thru Other MediaConsidered But Didn’t Purchase (Abandoned cart)Opt-InNo Action: Good Experience (Browse)No Action: Bad Experience
Visits281211
152
2543
100
Value per Action250.00$ 250.00$ 250.00$ 250.00$ 250.00$ 250.00$
$10$5
(1.00)$ 1514
Total Visitor Value500$
2,000$ 250$ 500$ 250$ 250$ -$ 20$
125$ (43)$
3,852$
Total Clicks = $500.00We only measured against the two who convertedOptimize to those two
Closing the Loop
• Leverage learning’s from existing programs • Use Search to identify contact opportunities• Use Email to identify new keyword categories
• Close the loop through confirmations
• Build loyalty
Channel Evolution
GETTING MORE OUT OF SEARCH
?
Delivering the Experience
GETTING MORE OUT OF SEARCH
• Deliver the experience by meeting consumer demand
• Bounce rate by keyword group + landing page uncovers improvement areas
• Provide choice when queries are too broad to match searcher intent
• Rank organically for broad and specific terms
Content Evolution
The Target is Evolving
GETTING MORE OUT OF SEARCH
• The experience should match searcher intent
• Product searches with location based results
• Scanner usage increased dramatically
• Product comparisons, coupons, inventory management, GPS-based offers
Extend Beyond the Desktop
Search Evolution Requires Goal Evolution
GETTING MORE OUT OF SEARCH
CMO/CEO Job is Evolving
GETTING MORE OUT OF SEARCH
The best or nothing. That is what drives us.
Stay away from this
GETTING MORE OUT OF SEARCH
Bounce Rate
Site Copy
CTR / CPC / Imps / Rankings
Traffic
Too Much Data
Cool
Evolve the Conversation into this
GETTING MORE OUT OF SEARCH
Missed revenue opportunities
Delivering the Experience
Conversion / Sales / LTV
Engaging your Audience
Actionable Insights
Sales
Evolve…
• Optimize the entire experience – not just the 2%
• Deliver a true discovery experience
• Evolve your goals
• Speak the CMO language
Thank YouJoshua Palau, VP, Search
www.razorfishsearch.com
@searchshots
