TURBO CHARGE PAID SEARCH ATTENTION SUMMIT APRIL 2016
TURBO CHARGE PAID SEARCH?? @suzana_bulearca
TODAY
• BACK TO MARKETING • MICRO MOMENTS • CUSTOMER JOURNEY MAPPING
• THE NEW SEARCH • MICRO MOMENT POSSIBILITIES IN PAID SEARCH • INTENT ANALYSIS – SEMANTIC • INTENT ANALYSIS – CONTEXT • INTENT ANALYSIS – PAST BEHAVIOUR • INTENT ANALYSIS - MORE MOMENTS • YOUR EUREKA MOMENT
BACK TO MARKETING YOU + AUDIENCE + THE RIGHT MOMENT = EXCHANGE OF VALUE
PERCEIVED NEED/ PERCEIVED VALUE You
Target Audience
THE MICRO-MOMENTS MOMENT MARKETING IS THE #1 TREND OF 2016*
The use of data and tech to identify brief opportunities to put the right message in front of the right consumer
intent/ needs
context
(personal) micro moments
audience
*Deloitte Digital and WARC, Digital Toolkit 2016
immediacy
FOUR KEY INTENTION MOMENTS GOOGLE
‘I WANT TO KNOW’ MOMENTS
‘I WANT TO GO’ MOMENTS
66% of
‘Near me’ searches
smartphone users turn to their smartphones to learn more about something they saw in a TV ad. 1
2X
have grown in the past year. 2
‘I WANT TO DO’ MOMENTS
‘I WANT TO BUY’ MOMENTS
Searches related to ‘how to’ on You Tube are growing
82% of
smartphone users consult their phone while in a store. 4
70% year-onyear. 3
1. 2. 3. 4.
Google Consumer Surveys, US May 2015 Google Trends, US March 2015 Google Data, US, Q1 2015 vs. 2014 Consumers in the Micro-Moment, Google/Ipsos, US, March 2015
DEFINE THE MOMENT CUSTOMER JOURNEY PLANNING
MAKE A MOMENTS MAP
UNDERSTAND CUSTOMER NEEDS
USE CONTEXT TO DELIVER RIGHT EXP.
OPTIMISE ACROSS THE JOURNEY
MEASURE MICRO MOMENTS
WHY DOES PAID SEARCH CARE ABOUT AUDIENCE & MOMENTS?
UNIFICATION OF SERPS MAKING SMART BIDDING EVEN MORE IMPORTANT, ESPECIALLY ON BUDGET ACTIVITIES
FROM SEARCHES TO SEARCHERS PREDICTIVE SEARCH IS CLOSER THAN WE EXPECT
MICRO-MOMENT POSSIBILITIES IN PAID SEARCH
INTENT ANALYSIS - SEMANTICS ALL CLICKS ARE NOT EQUAL NAVIGATIONAL
INFORMATIONAL
COMMERCIALINVESTIGATION
TRANSACTIONAL
Reach a site
Research
Discriminate
Action
‘trainline app’/ ‘adido website’/ ‘Lloyds bank login’
‘actor who played wolverine’/ ‘weather in Bournemouth’/ ‘how to choose a ppc agency’/ ‘best DSLR camera’/ ‘credit cards’
‘Nikon D810 reviews’/ ‘adido vs. thinking juice’/ ‘difference between plastic and metal gutters’/
‘get insurance quote’/ ‘apply for credit card’/ ‘buy 76mm gutters online’/ ‘nearby Greek restaurant’/ ‘contact adido’
Competitor hijack
Offer value/ enter the consideration set
Sway purchase decision
Achieve final (or highest online value) objective
Get ancillary or investigatory traffic
Alternative conversions
Higher value alternative conversions
Paid search/ paid promotion
Organic search/ paid promotion/ paid search
Paid search
Paid search
Low-mid value
Mid value
Mid-high value
High value
Dependent on brand
High volume
Mid volume
Low-mid volume
Low cost/ penalties
High cost
Mid-high cost
Mid cost
KEYWORDS VS. SEARCH QUERIES WHAT YOU BID ON IS NOT ALWAYS WHAT PEOPLE SEARCH FOR
ACCOUNT GRANULARITY PRIORITISATION, RELEVANCE, CUSTOMISATION
CAMPAIGN PAIRING NUDGE INTENT/ SQUEEZE MORE INTENT
ALTERNATIVE CONVERSIONS & ATTRIBUTION UNDERSTAND THE HIDDEN VALUE OF LOW INTENT QUERIES
INTENT ANALYSIS - CONTEXT I WANT TO GO, I WANT IT NOW, I WANT IT HERE
INTENT ANALYSIS - CONTEXT MAXIMISE SHARE OF INTENT, NOT SHARE OF EVERYTHING
INTENT ANALYSIS – PAST BEHAVIOUR FROM SEARCHES TO SEARCHERS
INTENT ANALYSIS – PAST BEHAVIOUR REMARKETING FOR SEARCH/ CUSTOMER MATCH CUSTOMER MATCH • Create & target (or exclude) first party user lists by uploading email addresses REMARKETING LISTS FOR SEARCH ADS • Tailor search campaigns based on whether a user has previously visited the site/ app and what actions they have taken there
RLSA/ CUSTOMER MATCH
OBJECTIVES
UTILISATION Generate Awareness • Bid on more generic terms/ DSA campaigns • Competitor bidding
Influence Consideration
• Brand bidding to new searchers only • Exclude converted users from your campaign • Model bids on perceived value
Drive Purchases
• Tailor messages & landing pages to upsell, cross sell or re-engage
Increase Loyalty
RLSA PERFORMANCE
• The impact on bottom line from RLSA is significant, especially in markets where multiple browsing and longer conversion journeys are the norm (increasing for most industries) • CPAs can be 3X lower on previous visitors • List size will be impacted by the level of segmentation • Map your site journeys first and identify the best potential cohorts
INTENT ANALYSIS MORE MOMENTS
Right time marketing. If delivered at the optimal moment, it can feel like real time. Model bidding/ manage ads based on:
• Certain programmes airing on TV • Competitors/ you/ partners advertise on TV • Changes in weather conditions • Live events • Stock market performance • Inventory changes • Delays
• CRM data
DEFINE THE MOMENT WHICH MOMENTS CAN’T YOU LOSE? WHERE DO YOU TACKLE EACH MOMENT? APR
MAY
5 videos
380 web page visits
34 searches
JUNE
87% of mobile searches
419 digital moments
YOUR EUREKA MOMENT
EXPLORE. CREATE. CAPTIVATE.
01202 586 300
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