Online marketing and the future of search
-
date post
14-Sep-2014 -
Category
Technology
-
view
278 -
download
0
description
Transcript of Online marketing and the future of search
Paid Search SEO Social Media
Attribution CSEs Display
MULTICHANNEL ATTRIBUTION
RKG | Rimm-Kaufman Group
Online Marketing: What’s New?
> Search: trend data, ad formats, and more > Devices: the challenge and opportunities > Social Media: the spreading influence > Personalization: the future? > Measuring Success: more important than ever > What’s New at RKG?
4
Paid Search Q1 Benchmarks > Non-Brand Paid Search
• Ad Spend up 29%, Ad Clicks up 32%, CPC down 2%
5
Paid Search Q1 Benchmarks > Non-Brand Click-Through Rate
• Up 25% Year over Year
6
Paid Search Q1 Benchmarks > Google Share Increasing
• Controls 84% of clicks, 85% of spend
7
Paid Search Q1 Benchmarks > Bing Non-Brand Volume Declines…
…But traffic quality improves.
8
PLAs have become hugely important
9
Paid Search Q1 Benchmarks > Google Product Listing Ads
• PLAs made up 11% of Google clicks, but at an 18% lower CPC
10
Organic Search Q1 Benchmarks > Not Provided Query Level Rises to 21%
11
Organic Search Q1 Benchmarks > Engine Share
Google increased its lead in Q1 taking a 76% share of visits.
12
Organic Search Q1 Benchmarks > Keyword Growth Despite (not provided) Impact
Online Marketing: What’s New?
> Search: trend data, ad formats, and more > Devices: the challenge and opportunities > Social Media: the spreading influence > Personalization: the future? > Measuring Success: more important than ever > What’s New at RKG?
14
Organic Search Q1 Benchmarks > Mobile Trends
• Mobile share hit 12% in Q1. • Bounce rates for mobile run 10-20% higher than Desktop.
15
Paid Search Q1 Benchmarks > Mobile Performance
• Mobile accounted for 13% of Q1 clicks • Google held a 91% share of mobile clicks
16
The Device Matters
17
Tablet DNA > 80% of usage 6 – 9 PM > 95% of usage over wifi > Higher traffic value than
desktop/laptop > Lower cpcs by position
than desktop/laptop > Huge range of ad formats > iPad > Kindle Fire
18
Smartphone DNA > Significant traffic > 1/3 Local Intent > Poor ecom conversion > Apps pose tracking
challenge > Drives people to stores > Drives people in stores to
Amazon
19
CSS versus M. versus Apps? > Apps can be powerful
customer retention tools > Apps are problematic for
new customers > M. seems a mixed bag > Google seems to be
betting on smart rendering “60 % of major brands do not have an acceptable mobile experience” -- Jason Spero
Online Marketing: What’s New?
> Search: trend data, ad formats, and more > Devices: the challenge and opportunities > Social Media: the spreading influence > Personalization: the future? > Measuring Success: more important than ever > What’s New at RKG?
21
Who wants to be a Billionaire?
22
Organic Search Q1 Benchmarks > Traffic from Top Social Domains
23
24
25
26
27
“New Girl” on Google
28
“New Girl” on Bing
29
Social Impacts on Search > Increased CTR for liked pages – images
help => Improved Quality Score
> Increased trust therefore conversion rates after the click, conceivably.
> Organic Search: Social signals replacing or augmenting links?
Online Marketing: What’s New?
> Search: trend data, ad formats, and more > Devices: the challenge and opportunities > Social Media: the spreading influence > Personalization: the future? > Measuring Success: more important than ever > What’s New at RKG?
31
The Goal of Search Engines
32
It’s really about personalization
33
Is this the Ultimate Search Engine?
Online Marketing: What’s New?
> Search: trend data, ad formats, and more > Devices: the challenge and opportunities > Social Media: the spreading influence > Personalization: the future? > Measuring Success: more important than ever > What’s New at RKG?
35
Better Success Metrics
Cost of Traffic
Value of Traffic
36
What is Value?
37
What is Value?
38
All Orders are Not Equally Valuable
39
Margin Rates Vary
40
Return Rates Vary
41
Customer Lifetime Value Varies
42
All Leads Aren’t Created Equal
> “Cheap Car Insurance”
> “Car Insurance”
> “Lexus Insurance”
43
Online isn’t the Whole Picture
44
Last Touch vs Proper Attribution
Affiliate
Paid Search
Organic Brand Search
45
Diminishing Marginal Returns
46
Averages Can Be Deceiving
47
Incremental View is Scary
48
Profit Maximization View
49
Marginal Analysis
50
Average ROI <> Incremental ROI
Online Marketing: What’s New?
> Search: trend data, ad formats, and more > Devices: the challenge and opportunities > Social Media: the spreading influence > Personalization: the future? > Measuring Success: more important than ever > What’s New at RKG?
52
We’re Growing!
> Top 10 Globally
> Gaining Share
> Technology Advantage
> Expanding Services
Great Partnerships with the Engines
53
"This is a fantastic blog post. They really get what we're trying to do with this feature, and all their commentary and analysis of what it can and can't do, and how to think about using it today, I think is spot on. In other words, it's a typical RKG blog post. "
"Quite balanced and very knowledgeable indeed. It is great to work with such a savvy team."
Google’s Product Team on Partnering with RKG:
http://www.youtube.com/watch?v=eAJ6TnXmAUw
Google Interviews RKG on DSA Experience
Marketing Keeps Getting Harder
54
Portal Placements
Banner Ads
Affiliates
Paid Search SEO
Display Retargeting
Devices/ mobile sites/Ads In Apps
Social Media
Display Ads
Comparison Shopping
Marketing Mix?
Conversion Optimization
55
Paid Search SEO Social Media
Attribution CSEs Display
MULTICHANNEL ATTRIBUTION
RKG | Rimm-Kaufman Group
RKG Acquired AudetteMedia > SEOs Highly Regarded…by Google!!!
57
58
CSEs: Proactive Management
$-
$2,000
$4,000
$6,000
$8,000
$10,000
$12,000
$14,000
$16,000
Sale
s
Engine Revenue by Month
Shopzilla
Amazon
RKG took over management in July 2011
$0
$2,000
$4,000
$6,000
$8,000
$10,000
$12,000
$14,000
December January
Sale
s
Google YOY Growth
1 year prior
RKG
> RKG can drive results quickly and sustainably across multiple engines with a proactive approach.
59
CSEs: Proactive Management
RKG management began in July 2011
58% increase in YOY revenue, Jul-Dec 2011
92% increase in YOY revenue, Q4 2011
60
Performance Display Results
“The overall results were extremely positive; the initial test revealed a 123% lift in conversion rates for the Lane Bryant vs. control ads. The campaign generated thousands of additional orders within our ROI target.“
Chris Kobus Former Online Marketing Manager
Charming Direct
61
Display Success > RKG continues to optimize a client’s Display campaigns,
increasing sales while delivering at a sustainable A/S.
0.0 2.0 4.0 6.0 8.0 10.0 12.0
0.00%
1.00%
2.00%
3.00%
4.00%
Month 1 Month 2 Month 3
Retargeting
ROAS CTR CR
0.0
1.0
2.0
3.0
4.0
5.0
0.00%
0.50%
1.00%
1.50%
2.00%
Month 1 Month 2 Month 3
Site Targeting
ROAS CTR CR
62
A large scale e-commerce retailer leveraging social ads to amplify the reach of a national contest:
0
500000
1000000
1500000
1 3 5 7 9 11 13 15 17 19
Impressions seen of any content associated with brand during
contest
Daily Total Impressions
Social Media Awareness Success
4100 fans added in 6 days Fans generate an enormous amount of content. Weekly active user-ship remains steady following promotion.
63
Thank you for your business! > Q & A
> George Michie > [email protected] > (434) 970-1010 x 108 > @georgemichie1