Search integration
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Presentation slides which were presented by Latitude CEO, Alex Hoye, at the Online Marketing Show in London. These slides look at how search engine marketing can be integrated with other online and offline marketing channels.
Transcript of Search integration
Search needs
to integrate on
a bigger stage
The Anglian holistic strategy
All channels working together for mutual
benefit
Holistic Marketing Strategy
Press
TV
Direct Mail/Door
DropsPPC
SEO
Display & 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
Which 3 savings will you choose?
AnglianHome.co.uk/Pick&Mix_Sale
Maintain consistent messaging to
customer
2005 – 20 positions on P1
2010 – 40+ positions on P1
A multitude of related
media content within
Google’s first page
Social media & online PR in
SERPs
Images
Tag them
- Title tag
- Alt tag
Host them on
your server- Not on image
server
Build a link
campaign
Pictures of:
- products
- events
- launches
Video
Video back
catalogue to
create
channel
Results
- 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 Twitter
for real-time results
Social media monitoring
Monitor social networks
to ensure negative
mentions don’t explode
on to the SERPs
What’s TV serving up for
search?
TV & Search in Travel
1300% increase in PPC
brand impressions and
700% increase in clicks
after TV campaign
TV campaign starts
PPC mops up brand clicks from TV campaign
for as little as 1-2p
TV & Search in Travel
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.
CPC CPM
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
Extending the search
campaign with
What?● Free & legal music streaming
● 10 – 15k new UK users per day
Why?● Branding
● Drive response and ROI
● Accountability
● Target by
- Age
- Gender
- Postcode
- Day part
What we didPushed downloads of free 3
day pass
35 downloads in first 3 days!
Branded playlists
Members could submit favorite
workout tunes to playlist, then
submit to social networks
Increased engagement with
exercise themed branded
playlist
Use the right technology to measure
what’s converting
Engagement mapping
Display
AffiliatePPC
Online
video
Spotify
SEO
Game, set and
match!
