Search needs to integrate on a

bigger stage

The Anglian holistic strategy

TV

Direct Mail/Door

DropsPPC

SEO

All channels working together for mutual benefitAll channels working together for mutual benefitAll channels working together for mutual benefitAll channels working together for mutual benefit

Holistic Marketing Strategy

PressDisplay & Affiliate

PPC working with other channels

• PPC both drove and captured sales

• PPC was used to test messaging and based on CTR the

messaging was carried through to other promotional activity

Anglian Double Glazing

Pick & Mix Home Improvements Sale

Which 3 savings will you choose?

AnglianHome.co.uk/Pick&Mix_Sale

Anglian Double Glazing

40% off your home improvements

If we use your house as a showhome

AnglianHome.co.uk/Showhome_Offer

Creative messaging

<Press ad>

Anglian Double Glazing

Pick & Mix Home Improvements Sale

ad>Sale

Which 3 savings will you choose?

AnglianHome.co.uk/Pick&Mix_Sale

Maintain consistent messaging to customerMaintain consistent messaging to customerMaintain consistent messaging to customerMaintain consistent messaging to customer

2005 – 20 positions on P1

2010 – 40+ positions on P1

Social media & online PR in SERPs

A multitude of related

media content within

Google’s first page

Images

Tag them

- Title tag- Alt tag

Host them on

your serveryour server- Not on image

server

Build a link

campaign

Pictures of:Pictures of:

- products

- events

- launches

Video

Video back

channel

Video back

catalogue to

create

channel

ResultsResultsResultsResults

- Increase page presence

- Improve brand awareness

- Integrate into social media

brand strategy

Online PR Increasing prominence

of online PR and social

media within SERP’s

Need to control news

results with release

distribution

Need to monitor Need to monitor

Twitter for real-time

results

Social media monitoring

Monitor social networks to Monitor social networks to Monitor social networks to Monitor social networks to

ensure negative mentions ensure negative mentions ensure negative mentions ensure negative mentions

don’t explode on to the don’t explode on to the don’t explode on to the don’t explode on to the

SERPsSERPsSERPsSERPs

What’s TV serving up for search?

TV & Search in Travel1300% increase in PPC

after TV campaign

1300% increase in PPC

brand impressions and

700% increase in clicks

after TV campaign

TV campaign starts

PPC mops up brand clicks from TV campaignfor as little as 1-2p

TV & Search in TravelCheaper slots later

clicks

Cheaper slots later

in the day create

better correlation in

clicks

Expensive GMTV slot

doesn’t generate

correlation in PPC clicks

Brand Clicks for Operator vs TV Spot Impacts by hour –Jan 15th

Measure effectiveness of TV slots using click and impression data from PPC

Display and Search...

...they’re starting to appear similar, and now they should work together.

Search techniques are important for brand

CPC CPM

More channels are using search techniques

CPC CPM

More channels are using search techniques

CPC CPM

More channels are using search techniques

CPC CPM

More channels are using search techniques

CPC CPM

Extending the search campaign with

What?What?What?What?● Free & legal music streaming

● 10 – 15k new UK users per day

Why?Why?Why?Why?● Branding

● Drive response and ROI

● Accountability● Accountability

● Target by

- Age

- Gender

- Postcode

- Day part

What we didPushed downloads of free 3

day pass

Pushed downloads of free 3

day pass

35 downloads in first 3 days!

Branded playlistsIncreased engagement with Increased engagement with

exercise themed branded

playlist

Members could submit favorite

workout tunes to playlist, then

submit to social networks

Use the right technology to measure what’s converting

Engagement mapping

Display

Online video

Spotify

AffiliatePPC

Spotify

SEO

Game, set and match!Game, set and match!Game, set and match!Game, set and match!