LIFE AFTER
“NOT PROVIDED”
BENJAMIN SPIEGEL
Company
What
Role
What do I do
Twitter
Obsessions
Catalyst / GroupM / WPP
Media investment management
Dir...
LET’S TALK
KEYWORDS
(NOT PROVIDED)
JUST IN CASE…
WHAT IS
(NOT PROVIDED)?
IN 2011 GOOGLE
STARTED TO
ENCRYPT SEARCH
ENCRYPT SEARCH?
HTTP VS. HTTPS
PRE-2011
Browser header
contained referral URL
YOU WOULD SEE
POST-2011
SECURE TRANSMISSION
= NO REFERRAL DATA
75%-92% (NOT PROVIDED)
SO WHAT
WAS LOST?
Keyword
Landing
page
Activity
THE
CONNECTION
A COUPLE OF THINGS
JUST TO BE CLEAR…
1. IT’S NOT COMING BACK
No matter what you do
2. YOU CAN’T PAY FOR IT
... believe me I’ve tried…
3. THERE IS NO SUBSTITUTION
From a reporting perspective…
I TRIED THAT AS WELL
Not even volume matched…
COMPARING GA TO WMT
Methodology: GA Premium vs. webmaster tools desktop or mobile US traffic
OR BY PERCENTAGE
Methodology: GA Premium vs. webmaster tools desktop or mobile US traffic
4. IT DOES NOT MATTER
Not really … anymore.
WHY?
Does it not matter anymore?
1. THE CLIENTS DID NOT CARE
It was interesting, but keyword data did not lead to action
2. GOOGLE IS ABOUT
RELEVANCE, CONTENT &
CONTEXT
NOT ABOUT KEYWORDS
WE USED KEYPHRASES
FOR A LOT
REPORTING
OPTIMIZATION
PLANNING
STRATEGY
CONTENT
PAID MEDIA
&
INSIGHTS
LET’S TALK ABOUT
INSIGHTS
INSIGHTS
=
DATA
MY DATA SOURCE
OF CHOICE
HOW TO DELIVER
WMT INSIGHTS AT
SCALE
1. COLLECTING
THE DATA
OPTION 1
Webmaster Tools API
OPTION 2
Python Solution
OPTION 3
Not advised ….
2. CONNECT THE OUTPUT
TO YOUR DATABASE
LOAD DAILY DATA
3. ENHANCE YOUR
DATA
Add additional data such as
Google Trends
Search Volume
Avg. CPC
Actual CPC
Rank
…
4. SEGMENT YOUR
DATA INTO THEMES
For an automotive brand it could be:
Branded / Unbranded
Car Model
New / Used
Type (Conve...
5. CONNECT YOUR
DATA
OUR FLOW
6. TELL A STORY
INSIGHTS2ACTION
EXAMPLES…
WHICH DAY HAS THE
HIGHEST CONSUMER
INTEREST AROUND
CONVERTIBLES?
ORGANIC CONVERTIBLE
IMPRESSIONS
DOES THE CTR CHANGE
BY DAY OF WEEK?
(STILL TALKING
CONVERTIBLES)
CTR BY DAY OF WEEK
DOES IT DIFFER
BY BRANDED VS
UNBRANDED?
(YEAH, STILL TALKING
CONVERTIBLES)
BRANDED VS UNBRANDED
CTR BY DAY OF WEEK
ITS ALL ABOUT CONTENT,
SO HOW ABOUT A
CTR STUDY?
BY LANDING PAGE / CONTENT
NOT WMT, BUT:
WHAT DAY/HOUR
CREATES THE HIGHEST
CONVERSIONS?
CONVERSION RATE
BY DAY/TIME
AND SOME MORE IDEAS
CTR / Impressions by weather
Conversion rate by time
Engagement by day of month
Discover new terms
Low...
THANK YOU
Benjamin Spiegel
Director of Search Operations
@nxfxcom
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Watch What Happens Life After Not Provided

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Smx West 2014 Session #Smx #24A - Life After Not Providedpresentation Watch What Happens Life After Not Provided By Benjamin Spiegel @Nxfxcom Of Catalyst

Published in: Marketing

Transcript of "Watch What Happens Life After Not Provided"

  1. 1. LIFE AFTER “NOT PROVIDED”
  2. 2. BENJAMIN SPIEGEL Company What Role What do I do Twitter Obsessions Catalyst / GroupM / WPP Media investment management Director, Search Operations Design enterprise search engagements @nxfxcom My two daughters Flying planes Data and insights (seriously) German carswww.catalystsearchmarketing.com
  3. 3. LET’S TALK KEYWORDS
  4. 4. (NOT PROVIDED)
  5. 5. JUST IN CASE…
  6. 6. WHAT IS (NOT PROVIDED)?
  7. 7. IN 2011 GOOGLE STARTED TO ENCRYPT SEARCH
  8. 8. ENCRYPT SEARCH?
  9. 9. HTTP VS. HTTPS
  10. 10. PRE-2011 Browser header contained referral URL
  11. 11. YOU WOULD SEE
  12. 12. POST-2011 SECURE TRANSMISSION = NO REFERRAL DATA
  13. 13. 75%-92% (NOT PROVIDED)
  14. 14. SO WHAT WAS LOST?
  15. 15. Keyword Landing page Activity THE CONNECTION
  16. 16. A COUPLE OF THINGS JUST TO BE CLEAR…
  17. 17. 1. IT’S NOT COMING BACK No matter what you do
  18. 18. 2. YOU CAN’T PAY FOR IT ... believe me I’ve tried…
  19. 19. 3. THERE IS NO SUBSTITUTION From a reporting perspective…
  20. 20. I TRIED THAT AS WELL Not even volume matched…
  21. 21. COMPARING GA TO WMT Methodology: GA Premium vs. webmaster tools desktop or mobile US traffic
  22. 22. OR BY PERCENTAGE Methodology: GA Premium vs. webmaster tools desktop or mobile US traffic
  23. 23. 4. IT DOES NOT MATTER Not really … anymore.
  24. 24. WHY? Does it not matter anymore?
  25. 25. 1. THE CLIENTS DID NOT CARE It was interesting, but keyword data did not lead to action
  26. 26. 2. GOOGLE IS ABOUT RELEVANCE, CONTENT & CONTEXT NOT ABOUT KEYWORDS
  27. 27. WE USED KEYPHRASES FOR A LOT
  28. 28. REPORTING OPTIMIZATION PLANNING STRATEGY CONTENT PAID MEDIA & INSIGHTS
  29. 29. LET’S TALK ABOUT INSIGHTS
  30. 30. INSIGHTS = DATA
  31. 31. MY DATA SOURCE OF CHOICE
  32. 32. HOW TO DELIVER WMT INSIGHTS AT SCALE
  33. 33. 1. COLLECTING THE DATA
  34. 34. OPTION 1 Webmaster Tools API
  35. 35. OPTION 2 Python Solution
  36. 36. OPTION 3 Not advised ….
  37. 37. 2. CONNECT THE OUTPUT TO YOUR DATABASE LOAD DAILY DATA
  38. 38. 3. ENHANCE YOUR DATA Add additional data such as Google Trends Search Volume Avg. CPC Actual CPC Rank …
  39. 39. 4. SEGMENT YOUR DATA INTO THEMES For an automotive brand it could be: Branded / Unbranded Car Model New / Used Type (Convertible / SUV) Price Class Day of Week …
  40. 40. 5. CONNECT YOUR DATA
  41. 41. OUR FLOW
  42. 42. 6. TELL A STORY
  43. 43. INSIGHTS2ACTION
  44. 44. EXAMPLES…
  45. 45. WHICH DAY HAS THE HIGHEST CONSUMER INTEREST AROUND CONVERTIBLES?
  46. 46. ORGANIC CONVERTIBLE IMPRESSIONS
  47. 47. DOES THE CTR CHANGE BY DAY OF WEEK? (STILL TALKING CONVERTIBLES)
  48. 48. CTR BY DAY OF WEEK
  49. 49. DOES IT DIFFER BY BRANDED VS UNBRANDED? (YEAH, STILL TALKING CONVERTIBLES)
  50. 50. BRANDED VS UNBRANDED CTR BY DAY OF WEEK
  51. 51. ITS ALL ABOUT CONTENT, SO HOW ABOUT A CTR STUDY?
  52. 52. BY LANDING PAGE / CONTENT
  53. 53. NOT WMT, BUT: WHAT DAY/HOUR CREATES THE HIGHEST CONVERSIONS?
  54. 54. CONVERSION RATE BY DAY/TIME
  55. 55. AND SOME MORE IDEAS CTR / Impressions by weather Conversion rate by time Engagement by day of month Discover new terms Low CTR content Ranking changes by day of week …
  56. 56. THANK YOU Benjamin Spiegel Director of Search Operations @nxfxcom
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