THE SECRET TO GREATSEARCH CAMPAIGNSmatching intent to contentJoelle Gropper Kaufman, Head of Marketing and BD, BloomReachJ...
PAID SEARCHgoing from good to great
MOVING PAID SEARCH CAMPAIGNS ANDRESULTS FROM GOOD TO GREAT TAKES WORKYOU CAN OPTIMIZE AND BID ALL DAY BUTGREAT SEARCH CAMP...
THE CONVERSION TRINITYWhen looking at your landing pages, ask yourself 3 questions:© 1998 - 2013 Eisenberg Holdings LLCRel...
© 1998 - 2013 Eisenberg Holdings LLC3 TYPES OF LANDING PAGESTake an ActionFill Out a FormLink to Information
MAIN LANDING PAGE SECTIONS• Logo• Headline• Offer• Descriptive copy• Product/Service Presentation• Calls to action• Confid...
LogoCall to ActionHeadlineProduct presentationConfidence buildingOfferBREAKDOWN SECTIONS© 1998 - 2013 Eisenberg Holdings LLC
LogoCall to ActionHeadlineOfferProductpresentationLinks to More InformationConfidence buildingTemplate elements© 1998 - 20...
LogoCall toActionHeadlineOfferProduct presentationLinks to More InformationConfidence buildingTemplate elements/ Navigatio...
THE VISIBLE ANATOMY5 Dimensions• Relevance• Quality• Location• Proximity• ProminenceLogoCall to ActionHeadlineOfferProduct...
THANKS TO PING JEN FOR QS INSIGHTS“Because Bing Ads quality score is established after the fact, it isnt useddirectly to d...
• Spend $125K• QS 4.2• Penalty 40-75%• Cost $65,000© 1998 - 2013 Eisenberg Holdings LLCQUALITY SCORE IMPACT ON CPC
LANDING PAGE GUIDELINES© 1998 - 2013 Eisenberg Holdings LLC
© 1998 - 2013 Eisenberg Holdings LLCRelevance
GOOGLE EXPLAINS RELEVANCE"We provide strong SCENT so users dont lose time," hesaid. "We take the text from the page that i...
Scent cues:• Trigger Words / Offers• Graphics• Color• Shape• LocationWHERE GRAVITY DOESN’T EXIST© 1998 - 2013 Eisenberg Ho...
GOOD SCENT© 1998 - 2013 Eisenberg Holdings LLC
LANDING PAGE OPTIMIZED© 1998 - 2013 Eisenberg Holdings LLC
THE ENTIRE CUSTOMER JOURNEY© 1998 - 2013 Eisenberg Holdings LLC
Conversion rate is a measure of your ability topersuade visitors to take the action you want themto take. Its a reflection...
• First time visitor vs repeat customer• West coast vs east coast• Local vs International• Early bird vs lunchtime vs late...
“DVD Players”“Sony DVP-NS500V”“Compare DVD Players”© 1998 - 2013 Eisenberg Holdings LLC
http://www.grokdotcom.com/2007/09/05/eyetracking-heatmaps-gaze-plots-oh-my/© 1998 - 2013 Eisenberg Holdings LLCEYETRACKING...
• Simple Personas - include decision making styles, buying stages and some basicsegmentation presented with simple narrati...
© 1998 - 2013 Eisenberg Holdings LLCValue
© 1998 - 2013 Eisenberg Holdings LLCCall to action
THE CONVERSION TRINITY IN ACTIONWhen looking at your landing pages, ask yourself 3 questions:© 1998 - 2013 Eisenberg Holdi...
© 1998 - 2013 Eisenberg Holdings LLC
BOOSTED SIGN-UPS BY 52.8%© 1998 - 2013 Eisenberg Holdings LLCRelevanceValueCall to action
© 1998 - 2013 Eisenberg Holdings LLC
© 1998 - 2013 Eisenberg Holdings LLCAlloy wheelsIn stock: ready to shipBuyRelevanceValueCall to action
© 1998 - 2013 Eisenberg Holdings LLC127 Alloy wheelsWhat’s in stock?When does it ship?Can you make itmore obvious whatto c...
© 1998 - 2013 Eisenberg Holdings LLCWheels, yes – arethey alloy?‘Clearance’ is vagueGet clearancepricing – morespecific?Re...
© 1998 - 2013 Eisenberg Holdings LLCSummer wheelclearance but whereare the wheels?Pareto PrincipalWhat is this clearance?H...
© 1998 - 2013 Eisenberg Holdings LLCPPC ManagementSoftwareLove you again, huh?#FAILRelevanceValueCall to action
© 1998 - 2013 Eisenberg Holdings LLCPPC ManagementSoftwareWhere is it?Learn more aboutAcquisio + GA. Notwhat I was looking...
© 1998 - 2013 Eisenberg Holdings LLCPPC ManagementSoftware. Is itsoftware?Try free for 15 daysTry freeRelevanceValueCall t...
© 1998 - 2013 Eisenberg Holdings LLCPPC ManagementSoftware: 3 PPCengine logosInstant, simple,profitable bulletsFree trialR...
DON’T DO SLICE & DICE OPTIMIZATION© 1998 - 2013 Eisenberg Holdings LLC
NATURAL SEARCHbuilding relevance
YOU’RE DOING GREAT WITH PAID SEARCHBUT WHAT ABOUT NATURAL SEARCH?THERE IS MASSIVE UNMET DEMAND INNATURAL SEARCH THAT CAN B...
YOUR PROBLEM IS RELEVANCE, OR LACK OFWhat is the biggest influencer of happiness?content that matches intentrelevant exper...
YOU ARE IRRELEVANT TO SEARCH ENGINES*Experian & SEO Moz, 2013you havethousands of productsandmillions of ways to express i...
LL BEAN HAS FABULOUS CONTENTdressstripepullovernauticalmarinercomfortablefittedsoftthree-quarter sleevejersey knitcottonma...
BUT, THEY ARE NOT GETTING FOUND…nauticalstripepulloverdressnavy stripecottondressfitted jerseyknit navydress
YOU ARE MISSING A HUGE OPPORTUNITYmillions of queriesrelevant to youqueries youcurrently rank forpaidbillions of querieson...
YOU NEED BIG DATA TO DELIVER RELEVANCEleverage the collective intelligence of your site andthe web to drive relevance and ...
BLOOMSEARCHgoing from good to great
SO HOW DO YOU GET FOUNDAND CREATE RELEVANCE?MARKET YOUR CONTENT
THE SOLUTION – DELIVERING ULTIMATE RELEVANCEproblem bloomsearch big data marketing applicationExistenceSearch engine doesn...
INSIDE THE WEB RELEVANCE ENGINEsite-wide dataweb-wide datauser datastructure databuild query modelscreate link structurepr...
BLOOMSEARCH IN ACTIONcontent added toproduct page toenhance link graphand discoveryrelevant data-driven landing pagecreate...
BLOOMSEARCH VALUE PROPOSITION1 2 3 4 5 6 7 8 9 10 11 12 13 14125%1007550250months since bloomsearch launchnaturalsearchupl...
THE TRUE VALUE OF BEING BLOOMSEARCHEDestablished brands emerging brandsROI 195%,payback 2.2 daysROI 638%,payback 1.2 month...
EXAMPLES OF RELEVANCE
CUSTOMERS: GUESS
CUSTOMERS: CRATE & BARREL
CUSTOMERS: PB TEENS & POTTERY BARN KIDS
CUSTOMERS: NEIMAN MARCUS
THANK YOUjoelle@bloomreach.comjeffrey@bryaneisenberg.com
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The Secret to Great Search Campaigns

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In this complimentary webinar, we explore:

The importance of relevance in user experience and how matching intent with content enhances happiness and increases conversions.

How integrating big data – your site data with the data of the worldwide web – is critical to user happiness.

How applying big data helps predict intent and helps influence content changes that reflect what consumers actually want (versus what they may have typed). Having big data is not enough

Jeffrey Eisenberg, Author "Call to Action" and "Waiting For Your Cat to Bark?" and Joelle Kaufman, Head of Marketing from BloomReach are the presenters

Published in: Business, Technology
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The Secret to Great Search Campaigns

  1. 1. THE SECRET TO GREATSEARCH CAMPAIGNSmatching intent to contentJoelle Gropper Kaufman, Head of Marketing and BD, BloomReachJeffrey Eisenberg, marketing optimization expert and Author
  2. 2. PAID SEARCHgoing from good to great
  3. 3. MOVING PAID SEARCH CAMPAIGNS ANDRESULTS FROM GOOD TO GREAT TAKES WORKYOU CAN OPTIMIZE AND BID ALL DAY BUTGREAT SEARCH CAMPAIGNS (METRIC FORSUCCESS BEING CONVERSIONS) HAVE GREATLANDING PAGES
  4. 4. THE CONVERSION TRINITYWhen looking at your landing pages, ask yourself 3 questions:© 1998 - 2013 Eisenberg Holdings LLCRelevanceValueCall to actionAre you relevant to MY query?Do I know WHY you are the right solution for me?Is it obvious WHAT I need to do next?
  5. 5. © 1998 - 2013 Eisenberg Holdings LLC3 TYPES OF LANDING PAGESTake an ActionFill Out a FormLink to Information
  6. 6. MAIN LANDING PAGE SECTIONS• Logo• Headline• Offer• Descriptive copy• Product/Service Presentation• Calls to action• Confidence Building• Link to more information• Template elements© 1998 - 2013 Eisenberg Holdings LLCLogoCall to ActionHeadlineProduct presentationLinks to More InformationOfferTemplate elements
  7. 7. LogoCall to ActionHeadlineProduct presentationConfidence buildingOfferBREAKDOWN SECTIONS© 1998 - 2013 Eisenberg Holdings LLC
  8. 8. LogoCall to ActionHeadlineOfferProductpresentationLinks to More InformationConfidence buildingTemplate elements© 1998 - 2013 Eisenberg Holdings LLC
  9. 9. LogoCall toActionHeadlineOfferProduct presentationLinks to More InformationConfidence buildingTemplate elements/ NavigationCall to ActionCall toAction© 1998 - 2013 Eisenberg Holdings LLC
  10. 10. THE VISIBLE ANATOMY5 Dimensions• Relevance• Quality• Location• Proximity• ProminenceLogoCall to ActionHeadlineOfferProduct presentationLinks to More InformationConfidencebuildingTemplate elementsConfidencebuildingCall to ActionLinks to MoreInformationConfidencebuilding© 1998 - 2013 Eisenberg Holdings LLC
  11. 11. THANKS TO PING JEN FOR QS INSIGHTS“Because Bing Ads quality score is established after the fact, it isnt useddirectly to determine your bid and your ad rank. We generate qualityscore to help advertisers identify improvement opportunities.”“Many people think that landing page relevance is between your keywordand your landing page. Its actually based on the search query yourkeywords trigger.”© 1998 - 2013 Eisenberg Holdings LLC
  12. 12. • Spend $125K• QS 4.2• Penalty 40-75%• Cost $65,000© 1998 - 2013 Eisenberg Holdings LLCQUALITY SCORE IMPACT ON CPC
  13. 13. LANDING PAGE GUIDELINES© 1998 - 2013 Eisenberg Holdings LLC
  14. 14. © 1998 - 2013 Eisenberg Holdings LLCRelevance
  15. 15. GOOGLE EXPLAINS RELEVANCE"We provide strong SCENT so users dont lose time," hesaid. "We take the text from the page that is relevant tothe query, and include it in the summary…Advertisers are coming to the realization that ads musthave a scent that the user will likely find useful."- Krishna Bharat, senior research scientist at Google© 1998 - 2013 Eisenberg Holdings LLCRelevance
  16. 16. Scent cues:• Trigger Words / Offers• Graphics• Color• Shape• LocationWHERE GRAVITY DOESN’T EXIST© 1998 - 2013 Eisenberg Holdings LLC
  17. 17. GOOD SCENT© 1998 - 2013 Eisenberg Holdings LLC
  18. 18. LANDING PAGE OPTIMIZED© 1998 - 2013 Eisenberg Holdings LLC
  19. 19. THE ENTIRE CUSTOMER JOURNEY© 1998 - 2013 Eisenberg Holdings LLC
  20. 20. Conversion rate is a measure of your ability topersuade visitors to take the action you want themto take. Its a reflection of your effectiveness andcustomer satisfaction. For you to achieve yourgoals, visitors must first achieve theirs. (2001)CONVERSION IS A JOURNEYNOT A DESTINATION© 1998 - 2013 Eisenberg Holdings LLC
  21. 21. • First time visitor vs repeat customer• West coast vs east coast• Local vs International• Early bird vs lunchtime vs late night browsers• Technical feature creature vs. price pouncer• Brand/model searchers vs. broad category searchers• Who makes up your segments?SHOULD WE TREAT THESE THE SAME?© 1998 - 2013 Eisenberg Holdings LLC
  22. 22. “DVD Players”“Sony DVP-NS500V”“Compare DVD Players”© 1998 - 2013 Eisenberg Holdings LLC
  23. 23. http://www.grokdotcom.com/2007/09/05/eyetracking-heatmaps-gaze-plots-oh-my/© 1998 - 2013 Eisenberg Holdings LLCEYETRACKING 4 TYPES: JAKOB NIELSEN
  24. 24. • Simple Personas - include decision making styles, buying stages and some basicsegmentation presented with simple narratives• Robust Personas - include Meyers-Briggs Type Indicator psychographic profiles,market research, competitive analysis and detailed segmentation presentedwith robust narrativesPERSONAS TO BUILD PREDICTIVE MODELS© 1998 - 2013 Eisenberg Holdings LLC
  25. 25. © 1998 - 2013 Eisenberg Holdings LLCValue
  26. 26. © 1998 - 2013 Eisenberg Holdings LLCCall to action
  27. 27. THE CONVERSION TRINITY IN ACTIONWhen looking at your landing pages, ask yourself 3 questions:© 1998 - 2013 Eisenberg Holdings LLCRelevanceValueCall to actionAre you relevant to MY query?Do I know WHY you are the right solution for me?Is it obvious WHAT I need to do next?
  28. 28. © 1998 - 2013 Eisenberg Holdings LLC
  29. 29. BOOSTED SIGN-UPS BY 52.8%© 1998 - 2013 Eisenberg Holdings LLCRelevanceValueCall to action
  30. 30. © 1998 - 2013 Eisenberg Holdings LLC
  31. 31. © 1998 - 2013 Eisenberg Holdings LLCAlloy wheelsIn stock: ready to shipBuyRelevanceValueCall to action
  32. 32. © 1998 - 2013 Eisenberg Holdings LLC127 Alloy wheelsWhat’s in stock?When does it ship?Can you make itmore obvious whatto click on?RelevanceValueCall to action
  33. 33. © 1998 - 2013 Eisenberg Holdings LLCWheels, yes – arethey alloy?‘Clearance’ is vagueGet clearancepricing – morespecific?RelevanceValueCall to action
  34. 34. © 1998 - 2013 Eisenberg Holdings LLCSummer wheelclearance but whereare the wheels?Pareto PrincipalWhat is this clearance?How much do I save?Be specific.Too much whitespace, make theCTA standout – trya form or a buttonRelevanceValueCall to action
  35. 35. © 1998 - 2013 Eisenberg Holdings LLCPPC ManagementSoftwareLove you again, huh?#FAILRelevanceValueCall to action
  36. 36. © 1998 - 2013 Eisenberg Holdings LLCPPC ManagementSoftwareWhere is it?Learn more aboutAcquisio + GA. Notwhat I was lookingfor.RelevanceValueCall to action
  37. 37. © 1998 - 2013 Eisenberg Holdings LLCPPC ManagementSoftware. Is itsoftware?Try free for 15 daysTry freeRelevanceValueCall to action
  38. 38. © 1998 - 2013 Eisenberg Holdings LLCPPC ManagementSoftware: 3 PPCengine logosInstant, simple,profitable bulletsFree trialRelevanceValueCall to action
  39. 39. DON’T DO SLICE & DICE OPTIMIZATION© 1998 - 2013 Eisenberg Holdings LLC
  40. 40. NATURAL SEARCHbuilding relevance
  41. 41. YOU’RE DOING GREAT WITH PAID SEARCHBUT WHAT ABOUT NATURAL SEARCH?THERE IS MASSIVE UNMET DEMAND INNATURAL SEARCH THAT CAN BE CAPTUREDUSING THE CONTENT YOU ALREADY HAVE.
  42. 42. YOUR PROBLEM IS RELEVANCE, OR LACK OFWhat is the biggest influencer of happiness?content that matches intentrelevant experience is core to user happiness
  43. 43. YOU ARE IRRELEVANT TO SEARCH ENGINES*Experian & SEO Moz, 2013you havethousands of productsandmillions of ways to express intentso…627 possible long-tailqueries for iPhone 5 caseyou can’t solve thisproblem manuallyonly 25% of your pages get found*
  44. 44. LL BEAN HAS FABULOUS CONTENTdressstripepullovernauticalmarinercomfortablefittedsoftthree-quarter sleevejersey knitcottonmachine washnavy
  45. 45. BUT, THEY ARE NOT GETTING FOUND…nauticalstripepulloverdressnavy stripecottondressfitted jerseyknit navydress
  46. 46. YOU ARE MISSING A HUGE OPPORTUNITYmillions of queriesrelevant to youqueries youcurrently rank forpaidbillions of querieson the webthere are millions ofdollars of lost revenuehidden in the contentthat you already haveyou need data to marryyour existing contentwith demand
  47. 47. YOU NEED BIG DATA TO DELIVER RELEVANCEleverage the collective intelligence of your site andthe web to drive relevance and happiness…relevant user experiences thatmatch content with demandcontinuous machinelearningnatural languageprocessiongdemand predictionlarge scale web crawlthousands of Hadoop jobsmillions of pagesbillions of interactionsdeep site crawlstatic pageproduct catalogqueries
  48. 48. BLOOMSEARCHgoing from good to great
  49. 49. SO HOW DO YOU GET FOUNDAND CREATE RELEVANCE?MARKET YOUR CONTENT
  50. 50. THE SOLUTION – DELIVERING ULTIMATE RELEVANCEproblem bloomsearch big data marketing applicationExistenceSearch engine doesn’t knowthe right page exists.IrrelevanceContent on the page does notcapture intent.Non-existenceThere is no page on that topic.Related Searches add the most relevant links to flattensite structure and enhance richness and crawling ease.Related Products identify and add the mostrelevant content to a page making it morediscoverable to users and crawlers.Thematic Pages match products with expressedconsumer intent and create new categorypages across relevant themes.
  51. 51. INSIDE THE WEB RELEVANCE ENGINEsite-wide dataweb-wide datauser datastructure databuild query modelscreate link structurepredict demandgenerate queriesreveal undiscovered pagescreate new pagesadd relevant contentreview qualitytrafficconversionsclicksmachine learningmachine learning machine learninggatherinterpretoptimizeadaptanalyze
  52. 52. BLOOMSEARCH IN ACTIONcontent added toproduct page toenhance link graphand discoveryrelevant data-driven landing pagecreated to enhance user experienceand drive resultsthematic pagesrelated searches & contentadded content:washableelasticbreathableprintedflatteringrayonsoftstretchfemininesummer
  53. 53. BLOOMSEARCH VALUE PROPOSITION1 2 3 4 5 6 7 8 9 10 11 12 13 14125%1007550250months since bloomsearch launchnaturalsearchuplift90%equal orhigherconversionratesdelivering unparalleled results
  54. 54. THE TRUE VALUE OF BEING BLOOMSEARCHEDestablished brands emerging brandsROI 195%,payback 2.2 daysROI 638%,payback 1.2 monthscommissioned study proves economic value of bloomsearch technologybloomsearch delivers:conversions similar to internal listsnew customers not reachedelsewhereefficiently remarketbloomsearch delivers:higher conversions than paidlower cost brand-buildingacquire new customers notreached elsewhere
  55. 55. EXAMPLES OF RELEVANCE
  56. 56. CUSTOMERS: GUESS
  57. 57. CUSTOMERS: CRATE & BARREL
  58. 58. CUSTOMERS: PB TEENS & POTTERY BARN KIDS
  59. 59. CUSTOMERS: NEIMAN MARCUS
  60. 60. THANK YOUjoelle@bloomreach.comjeffrey@bryaneisenberg.com
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