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Moving Beyond the Search Silo

Moving Beyond the Search Silo. Before There was Adtech , There was Search. high. Return related. 1. 2. 3. 4. 5. 6. Cost related. high. It Was a Great Time To B e a Search Marketer. Keyword Portfolio. Changing Landscape of Digital Marketing. Performance of Social.

tobias-duncan
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Moving Beyond the Search Silo

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  1. Moving Beyond the Search Silo

  2. Before There was Adtech, There was Search

  3. high Return related 1 2 3 4 5 6 Cost related high It Was a Great Time To Be a Search Marketer Keyword Portfolio

  4. Changing Landscape of Digital Marketing Performance of Social Audienceificationof Search Searchificationof Display

  5. Audiences are the New Keywords

  6. Audience in Search – The Next Phase of Search Optimization March 2014 data from excluding young drivers in Motors +5%ps in conversion rate pre & post roll out Identify the audience before they land on your site. Filter out unprofitable clicks/traffic.

  7. Adjust Messaging based on Audience Data Member Non-member

  8. Adjusting Search Bids Based on Audience Data

  9. Google RLSAs drove higher CTRs at lower CPCs

  10. Emerging Trends: Cross-channel - 47% of revenue comes from purchases made in more than one day (Google) - 65% of revenue comes from purchases made in more than one step (Google) - Search Engines and Social Networks are the top two sources of used to research purchase decisions (eMarketer)

  11. Search Intent The key to cross-channel advertising

  12. Customers Who Touch Both Channels Are More Valuable Google Click Only Google Click Facebook Click Facebook Click Only .76% CR $.77 RPC 3.56% CR $3.16 RPC 1.88% CR $1.56 RPC * Source: Marin Software’s Combining the Power of Search and Social for Exponential ROI report

  13. Retargeting across channels leads to higher performance Marketers who simultaneously retargeted across Facebook and the Web had better performance in both channels compared to marketers who retargeted in only one of those channels

  14. What challenges do marketers have with retargeting? Cross-channel retargeting can help address some of the top challenges marketers have with retargeting

  15. Search Intent The key to cross-channel advertising

  16. How can search intent help marketers retarget across channels? 3 challenge scenarios: A fashion company wants to market to customers with specificpersonas A travel company wants to reduce its costs on generic keywords A home improvement retailer wants to identify and target high ROI users

  17. Three cross-channel solutions Reach high-ROI visitors by search behavior Customer persona-based retargeting Maximizing cross-channel reach and efficiency

  18. Approach #1 – Optimizing for ROI by search behavior Brand searchers Generic searchers • How should retargeting these two types of users differ? • The keyword is critical to understanding this dynamic ROI for keywords including variations of your brand name: 7383%* ROI for Generic Terms: 12% *actual client data

  19. Create specific strategies for each audience segment Brand Loyal Generic • Basics • Brand adjusted ROI expectation • Cross sell message? • Save budget? • For consideration • Brand bidding in Search? • Drive Web to App adoption? • Basics • Adjusted ROI expectation • Aggressive Offer Messaging? • Brand awareness • For consideration • True value of generic? • Frequency Cap high cost terms?

  20. Approach #2 –Using search intent to create broad customer personas 45YEARS OLD 29 YEARS OLD 250K HH INCOME 110K HH INCOME FORMAL + CONSERVATIVE TRENDY + CONVENIENCE • SEARCH IDENTIFIERS INCLUDE: • Classic brands • Conservative styles • Online shipping • Past customer • Searches using retail store names • SEARCH IDENTIFIERS INCLUDE: • Trending brands • Funky designs • Hot colors • Free or Fast Shipping • In-store discounts

  21. Search persona retargeting – use dimensions to categorize Search dimensions Hip, Trendy Classic Persona 1 Persona 2

  22. Approach #3 – Maximizing cross-channel reach and efficiency Some acquisition channels are necessarily expensive

  23. Redirect spending from high-cost channels • Limitations of a high-cost acquisition channel • CPA Target: $100 • CR: 3% • CPC: $12.00 • Expected CPA: $400 • Expand reach in more cost-efficient channels • Circa $0.50 CPCs • CPA Target: $100 • CR: 3% • Spent: $12.00 • Budget Left: $88 NYC Hotels Hotels NYC audience -100% RLSA Bid

  24. Search Intent Retargeting: The key to cross-channel advertising

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