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
...
Outline
©2014 Walgreen Co. All rights reserved. 3
• AdWords Social Annotations increase PPC ad size for little cost & can
...
AdWords Social Annotations (Basic)
©2014 Walgreen Co. All rights reserved. 4
Upsides:
• Increase PPC ad size & CTR (most a...
Are Social Annotations helping or hurting performance?
©2014 Walgreen Co. All rights reserved. 5
•Step #1: Pull “Segment” ...
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 ...
Product-Level FB “Likes”
©2014 Walgreen Co. All rights reserved. 8
Top 10 FB “Likes” products
show conversion rates
468% h...
Facebook Insights Product-Level “Likes”
©2014 Walgreen Co. All rights reserved. 9
Popular Pages:
• Identify products with
...
FB Insights Product-Level “Likes” vs. Site Conversion
©2014 Walgreen Co. All rights reserved. 10
Site conversion rate of t...
Pinterest Engagement (Product-Level)
©2014 Walgreen Co. All rights reserved. 11
Pinterest KPIs:
• Pins
• Repins
• Shares
•...
Pinterest KPIs vs. Site Conversion
©2014 Walgreen Co. All rights reserved. 12
Site conversion rate of these Top 10 Pintere...
SEM Optimization Based on Social Signals
• Adgroup breakouts of related products
• Manual keyword expansions.
• Increased ...
Future SEM-Social Synergies
©2014 Walgreen Co. All rights reserved. 14
Bing recently tested recent
Facebook posts on the r...
Key Takeaways
• Test using AdWords Social Annotations - they make the SEM
ad larger & may increase CTR & CVR as a result.
...
SMX Advanced Maximizing The
Synergy of Paid Search & Social
Seth Meisel
6/11/2014
©2014 Walgreen Co. All rights reserved.
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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 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

  1. 1. How Walgreens Uses Search & Social To Maximize Results Seth Meisel 6/11/2014 ©2014 Walgreen Co. All rights reserved.
  2. 2. 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
  3. 3. 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
  4. 4. 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
  5. 5. 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)
  6. 6. Google+ Brand Page Posts ©2014 Walgreen Co. All rights reserved. 6 Step 1: Social Media /SEO Team Post To Google+ Page
  7. 7. 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
  8. 8. 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.
  9. 9. 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
  10. 10. 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.
  11. 11. Pinterest Engagement (Product-Level) ©2014 Walgreen Co. All rights reserved. 11 Pinterest KPIs: • Pins • Repins • Shares • Likes • Comments • Interaction • Virality • Impressions
  12. 12. 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.
  13. 13. 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
  14. 14. 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
  15. 15. 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
  16. 16. SMX Advanced Maximizing The Synergy of Paid Search & Social Seth Meisel 6/11/2014 ©2014 Walgreen Co. All rights reserved.

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