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How Walgreens Uses Search And Social To Maximize Results By Seth Meisel
 

How Walgreens Uses Search And Social To Maximize Results By Seth Meisel

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SMX Advanced 2014 Session #SMX #13B - Maximizing The Synergy Of Paid Search & Social - How Walgreens Uses Search And Social To Maximize Results By Seth Meisel By Seth Meisel @Sethmeisel Of ...

SMX Advanced 2014 Session #SMX #13B - Maximizing The Synergy Of Paid Search & Social - How Walgreens Uses Search And Social To Maximize Results By Seth Meisel By Seth Meisel @Sethmeisel Of Walgreens

Read more on search and SEM at http://searchengineland.com and social media and marketing and http://marketingland.com

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    How Walgreens Uses Search And Social To Maximize Results By Seth Meisel How Walgreens Uses Search And Social To Maximize Results By Seth Meisel Presentation Transcript

    • How Walgreens Uses Search & Social To Maximize Results Seth Meisel 6/11/2014 ©2014 Walgreen Co. All rights reserved.
    • What Walgreens does • Provides Health & Wellness Products • Operates the following sites: • Walgreens.com • Drugstore.com • Beauty.com • VisionDirect.com • Skinstore.com • My Background: Worked in Digital Marketing for the past 9 years, specializing mostly in Paid Search and more recently in Remarketing. ©2014 Walgreen Co. All rights reserved. 2
    • Outline ©2014 Walgreen Co. All rights reserved. 3 • AdWords Social Annotations increase PPC ad size for little cost & can potentially increase CTR , increase CVR & decrease average CPCs. • Google Knowledge Graph brings your company’s Google+ “Recent Posts” to 1st page SERP. • Google Knowledge Graph as right-rail “blocker”, downsides. (“related searches”) • SEM account optimization based on social signals – Facebook “Likes” & Pinterest KPIs (pins, repins, shares & virality) • Forward-looking SEM-Social synergies
    • AdWords Social Annotations (Basic) ©2014 Walgreen Co. All rights reserved. 4 Upsides: • Increase PPC ad size & CTR (most advertisers see 5-10% CTR Uplift) • Shows for both brand & non-brand search queries • Won’t be charged if someone clicks the “drugstore.com has 736 followers on Google+” part of the ad. Downsides: • Can lead away from site to Google+ page (based on where users click on the PPC ad) • Won’t show in this ad format for all queries Requirements: • Requires >100 Google+ users to get your company page in a circle. • PPC accounts & Google+ Page have to be linked • Name & page verification required
    • Are Social Annotations helping or hurting performance? ©2014 Walgreen Co. All rights reserved. 5 •Step #1: Pull “Segment” data • Step #2: Pivot KPIs for “None” vs “Basic” We see +383% increase in “Basic” CTR vs. PPC ads where no +1 Annotations appear in ad (None) We see +51% increase in “Basic” conversion rates vs. PPC ads where no +1 Annotations appear in ad (None) See avg. CPCs for “Basic” +1 Annotation ads are -4% vs. PPC ads where no +1 Annotations Show in ad (None)
    • Google+ Brand Page Posts ©2014 Walgreen Co. All rights reserved. 6 Step 1: Social Media /SEO Team Post To Google+ Page
    • Google+ brand page posts showing on the 1st page SERP Upsides: • Knowledge Graph blocks competitors from showing on right rail • Shows Google+ “Recent Posts” on 1st page SERP Downsides: • Knowledge Graph shows competitors • Knowledge Graph only shows for a limited set of branded terms. • Note: Bing was doing this recently with recent Facebook posts. Step 2: Post shows on 1st page SERP
    • Product-Level FB “Likes” ©2014 Walgreen Co. All rights reserved. 8 Top 10 FB “Likes” products show conversion rates 468% higher than overall product page conversion rate.
    • Facebook Insights Product-Level “Likes” ©2014 Walgreen Co. All rights reserved. 9 Popular Pages: • Identify products with highest # of FB “Likes” Downsides: • Limited date ranges available • Not a view of entire product set
    • FB Insights Product-Level “Likes” vs. Site Conversion ©2014 Walgreen Co. All rights reserved. 10 Site conversion rate of these Top 10 FB “Liked” products average +468% that of overall product page conversion rate.
    • Pinterest Engagement (Product-Level) ©2014 Walgreen Co. All rights reserved. 11 Pinterest KPIs: • Pins • Repins • Shares • Likes • Comments • Interaction • Virality • Impressions
    • Pinterest KPIs vs. Site Conversion ©2014 Walgreen Co. All rights reserved. 12 Site conversion rate of these Top 10 Pinterest “Virality” products average +170% that of overall product page conversion rate.
    • SEM Optimization Based on Social Signals • Adgroup breakouts of related products • Manual keyword expansions. • Increased ad testing of related PLA & Text Ads • Product-Level Sitelinks • Bidding more aggressively on related PPC keywords & PLA Targets ©2014 Walgreen Co. All rights reserved. 13
    • Future SEM-Social Synergies ©2014 Walgreen Co. All rights reserved. 14 Bing recently tested recent Facebook posts on the right hand side. Bing also tested PPC extensions messaging # of Twitter followers Google testing customer review quality & quantity for determining ad rank in PLA Google feature requests for PLA Social Annotations Predict Search Engines will increasingly be taking Product & Merchant Reviews (# of reviews, average ratings) into consideration for SEM ad rank
    • Key Takeaways • Test using AdWords Social Annotations - they make the SEM ad larger & may increase CTR & CVR as a result. • Google Knowledge Graph brings Google+ “Recent Posts” to the 1st page SERP & block right rail from competitors. • Use Top 10 FB Insights “Likes” & Pinterest “Virality” lists to decide how to spend time with SEM Account optimization. Our data indicates they correlate with much higher than average converting products. ©2014 Walgreen Co. All rights reserved. 15
    • SMX Advanced Maximizing The Synergy of Paid Search & Social Seth Meisel 6/11/2014 ©2014 Walgreen Co. All rights reserved.