What’s a Search Worth? Using Intent Data to Uncover Buyers

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WordStream Confidential What’s a Search Worth? Using Intent Data to Uncover Buyers Magnetic & Wordstream 07.21.2015 Live Webinar

Transcript of What’s a Search Worth? Using Intent Data to Uncover Buyers

WordStream Confidential

What’s a Search Worth?Using Intent Data to Uncover Buyers

Magnetic & Wordstream

07.21.2015Live Webinar

WordStream Confidential

LIVE WEBINAR

Agenda

What Is Intent Data

Why is Intent Data Valuable?

Using Intent Data for Search

Identifying High Intent Keywords

Intent Data for Customer Retention

How to Re-engage After The Click

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LIVE WEBINAR

Speakers

Erin Sagin

Customer Success Manager, Wordstream

•Voted #3 Most Influential PPC Expert 2015

•Oversees a team managing 3,000+ Paid Search accounts

•When she's not working, you’ll find her hula hooping,

vacationing in the Caribbean and binging on reality TV

Chip Overstreet

SVP, Business & Corporate Development, Magnetic

•Oversees development & delivery of solutions for e-

commerce, internet advertising, marketing automation &

SaaS for Magnetic & MyBuys

•Chip has a BA in Economics from Stanford

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Site

Activity

Products

Viewed

Pages

Visited

New car

Car ratings

Mortgage

Car ratings

The Data is “Out There”…

Site activity

Search history

Shopping behaviors

Demographics

Geographic data

Purchase history

CRM data

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Breaking Down The Data

External Sites

Sources:

Search Engines

Review Sites

Ecommerce Sites

Vertical Sites

Data Types:

Search Activity

Browsing Patterns

Historical Trends

On-Site, In-Store

Sources:

Your Website

CRM Data

Data Types:

Site Activity/ Pages Viewed

Products Purchased

CRM Data

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No Surprise. Intent Data is Valuable

78%Believe that intent data

improves the relevancy

of ads

81%Agree that analyzing

customer data is a valuable

way to predict intent

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64%Agree they need better data

to support their prospecting

strategy

But Only 2 in 3 Need Better Data?

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8%

15%

11%

15%

25%

25%

Cross-Site Behavioral Data

Search Data

Shopping Cart Behavioral Data

Geographic/ Location Data

Site Interaction Data

Demographic/ Contextual Data

But it’s Misunderstood

Ranked as the most important source of data for customer

acquisition by marketers

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Right Message at The Right Time

Tailor your ad cadence to show the right message

at the right time

Summer

dress

Free People

Roberta maxi dress

Banana Republic

Floral dress

Free people

dress saleNew Dress

Floral dress

Maxi dress

Tunic Dress

Lord & Taylor

dress sales

Free People dress

Dress sales

TOP PICKS

FOR YOU

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Re-engaging After The Click –

Onsite Recommendations

Past & current behavioral insights

Products

viewedTime spent in

category, …

Predict on-site

recommendations+

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Re-engaging After The Click-

Email Recommendations

TOP PICKS FOR YOU

Style

preferences

Sales

shopper

eMails

at 7PM+ +

$

Past behavioral insights

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Using Intent Data

Signals to

Optimize Paid

Search Efforts

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Assessing Keyword Intent

High commercial intent keywords =

your greatest area of opportunity!

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Identifying High Commercial Intent

Keywords

“Buy Now”

Keywords

Buy

Discounts

Deals

Coupons

Free Shipping

Next Day Delivery

Product Based

Keywords

Branded Terms

Specific Products

Product Categories

Affordable

Best

Top

*While these terms may have lower search volume, they’re more likely

to yield conversions!

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High-Intent Keyword Research–Tools

Google’s Keyword

Planner

WordStream’s

Competitor Website

Crawler

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Capturing High Intent Searchers’ Clicks

• Showing up

for the high

intent

searchers is

only half the

battle

• Promote clicks

through

unique ad

creative

In a sea of options,

how do you stand

out??

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Run Google Shopping Campaigns

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Experiment with Vertical Specific Ad

Formats (New!)

Custom

options for

“top” PPC

industries

like travel,

finance,

insurance,

automotive

sales, etc.

Example: New Hotel Ad Format

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Implement Ad Extensions

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Utilize Ad Customizers

• Use FoMO to

inspire action

• As sale ends (or

quantity goes to

zero), CVR

increases up to

3x!!

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Keep it Consistent

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Key Takeaways

The Data Is Out There

Use Intent Data To Fuel Your Strategy

Think About The Customer Journey As A Whole

Pay Attention to What They Want

Keep Your Message Consistent

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Poll Question- Launch

• Are You Interested In…

A. Getting your copy of The Forrester Report Tab

B. Getting an AdWords Assessment from

Wordstream

C. Both

D. Neither

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Chip Overstreet- @magneticIS Erin Sagin- @erinsagin