Display and Search: Essential Pairing for Maximum Lift
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Display and Search: Essential Pairing for Maximum Lift

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Display and Search: Essential Pairing for Maximum Lift

Maximize reach and conversions by employing an integrated digital strategy with both PPC and display advertising.

Want to see 59% lift in conversions? Run display ads along with your paid search. This is exactly what happened in a recent Yahoo Retail Reconnaissance study - and in this 1-hour webinar, we'll show you how to get results by pairing PPC and display.


The trouble with attribution: how to measure view-through conversions, latent conversions, and "search lift" across platform
Message consistency: simple copy strategies to increase conversions
Display formats and publishers: understanding which are right for use with your paid search campaign

More in: Self Improvement
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  • 1. Display andPaid SearchESSENTIAL PAIRING FOR MAXIMUMLIFT
  • 2. PPC and Display: An Essential Pairing Meet Your Speakers Brooks Waugh Senior Director, Mid-Market Display Sales Yahoo! Go Sox! @jb_waugh
  • 3. PPC and Display: An Essential Pairing Meet Your Speakers Matt Hessler Director of Account Management, Trada 10 years of PPC and SEO Land Baron, Men’s Fashion Designer @fasterstill
  • 4. PPC and Display: An Essential Pairing Meet Your Speakers Anna Sawyer Head of Content, Trada AdWords Qualified, AdCenter Enthusiastic Digital Marketing Educator @annafsawyer
  • 5. PPC and Display: An Essential Pairing #PPCandDisplay Use the hashtag today and win $25.
  • 6. PPC and Display: An Essential Pairing Search and Display
  • 7. PPC and Display: An Essential Pairing Display(Adver.sing(Builds(Scale(and(Reach(Not(Possible(( with(Search(Alone( %(HH(Reached(by(Online(Adver.sing:(Mul.EChannel(Retailers( Display(Adver.sing( Search(Adver.sing( 92% 92%( 19% Display(Adver.sing( Search(Adver.sing( 19%( Source:(comScore(Ad(Effec.veness(Solu.ons,(Nov.(2010(
  • 8. PPC and Display: An Essential Pairing When%Display%Ads%Drive%an%Immediate%Response,%it%is%as%Likely%% to%Take%the%Form%of%a%Search%as%it%is%an%Ad%Click% 2/3%of%Online%Users%Have%Taken%AcIon%Based%on%an%Online%Ad% Immediate%Response%to%Online%Display%Ads% 9%% I"inves(gated"the"product," 21%% brand"or"company"through" social"media"or"message" boards" I"typed"the"company"Web" address"into"browser"and" 37% navigated"to"the"site" 27%% 63% I"searched"for"the"product," brand"or"company"using"a" search"engine" I"clicked"on"the"ad"itself" 31%% Responded"to"Online"Display"Ads" Did"not"respond"to"Online"Display"Ads" Source:(Commissioned(Custom(Research(Study(by(Forrester(Consul7ng(on(behalf(of(iProspect,(January(2009,(Base:(US(Online(Consumers,(N=1575(
  • 9. PPC and Display: An Essential Pairing NearlyHalfofConsumersWhoHaveReactedtoOnline NearlyHalfofConsumersWhoHaveReactedtoOnline Adver:singEventuallyConductedRelatedSearches Adver:singEventuallyConductedRelatedSearches EventualResponsetoOnlineDisplayAds EventualResponsetoOnlineDisplayAds 14% 14% Performed#related# Performed#related# search,#visited#site,#and# search,#visited#site,#and# purchased#product# purchased#product# Performed#related#search# Performed#related#search# and#visited#site#from# and#visited#site#from# search#results# 51% 49% search#results# 51% 49% 24% 24% Performed#related#search# Performed#related#search# but#did#not#click#on#any# but#did#not#click#on#any# results# results# 11% 11% Do#not#search#Post-Display#Exposure# Do#not#search#Post-Display#Exposure# Search#Post-Display#Exposure# Search#Post-Display#Exposure# Source:(Commissioned(Custom(Research(Study(by(Forrester(Consul7ng(on(behalf(of(iProspect,(January(2009,( Source:(Commissioned(Custom(Research(Study(by(Forrester(Consul7ng(on(behalf(of(iProspect,(January(2009,( (Base:(US(Online(Consumers,(N=1575( (Base:(US(Online(Consumers,(N=1575(
  • 10. PPC and Display: An Essential Pairing Trademark(Searches(Increase(A0er(Exposure(to(a(Display(Ad…( NearlyHalfofConsumersWhoHaveReactedtoOnline Adver:singEventuallyConductedRelatedSearches EventualResponsetoOnlineDisplayAds %(Increase(in(Trademark(Searches(( A0er(Exposure(to(Display(Ads( 1( 52%( 46%( 14% 40%( Performed#related# 38%( search,#visited#site,#and# purchased#product# Performed#related#search# and#visited#site#from# search#results# 51% 49% YOUR(AD(HERE( 24% Performed#related#search# Week(1( Week(2( Week(3( Week(4( but#did#not#click#on#any# 2( results# 11% Do#not#search#Post-Display#Exposure# Search#Post-Display#Exposure# Source:(Commissioned(Custom(Research(Study(by(Forrester(Consul7ng(on(behalf(of(iProspect,(January(2009,( (Base:(US(Online(Consumers,(N=1575( Source:(comScore(Whither(the(Click,(December(2008(
  • 11. PPC and Display: An Essential Pairing This%is%True%Across%Ver-cals%% Li1%in%Search%Due%to%Display%Exposure% Average%Li1:%155%% 300%$ 200%$ 100%$ 0%$ % % e% e% e% % m il% ia G% th nc v nc ta ed ris CP al o- na Re na He ou %M m %Fi %Fi %T s%& to %& al %& Au w on ty el Ne er av rs op Pe Tr Pr Source:(Specific(Media(Study,(2008(
  • 12. PPC and Display: An Essential Pairing With%Some%Display%Targe3ng%Tac3cs%More%Successful%than%Others% in%Driving%Branded%Search%Li>s% Branded%Search%Li>%Within%Four%Weeks%of%Ad%Exposure%for%US%Online%Ad% Campaigns*,%by%Media%Placement%Strategy,%March%2010%%Li$% Retarge3ng% 1,046%% Audience% 514%% Premium% 300%% Contextual% 130%% RON% 126%% Efficiency% 100%% Note:&*excludes&online&video,&mobile&or&social&media&campaigns& Source:&comScore&and&ValueClick&Media,&“When&Money&Moves&to&Digital,&Where&Should&It&Go?”&Sep&22,&2010&
  • 13. PPC and Display: An Essential Pairing This%Increase%in%Search%Ac.vity%Drives%Significant%Improvements% Display in%the%Performance%of%Paid%&%Algorithmic%Search% Average%Click%Li@s%for%Branded%and%Category%Terms%% (Compared%to%Those%Who%Did%Not%See%a%Display%Ad)% Paid%Search% Organic%Search% 1367%% 1100%% 400%% 200%% 0%% News%&% Personal% Automo.ve% Property%&% CPG% Health% Media% Finance% Real%Estate% Source:(comScore(analysis(of(12(months(of(campaign(data(for(Specific(Media,(2009(
  • 14. PPC and Display: An Essential Pairing Online$Purchases$are$Boosted$from$Higher$Search$Conversion$ Rates$A>er$Exposure$to$Display$Ads$ .57%$ 83%$Li>$in$$ YES$ Conversion$ $Rate$ Conversion$Rate$ Exposed$$ to$Graphical$ $AdverDsing?$ .31%$ NO$ Conversion$Rate$ Source:(Media(Contacts(Insight;(March(2010(
  • 15. PPC and Display: An Essential Pairing Search&DisplayTogetherDriveRetailSales IncrementalLi9inRetailersOfflineSalesper(000)Exposed* FourWeekPeriodFollowingIniIalExposuretoAds 119% 82% 16% Display Only Search Only Search & Display Source:(comScore(Ad(Effec.veness(Solu.ons,(Nov.(2010( *(Based(on(Database(Match(with(Retail(Loyalty(cards) (
  • 16. PPC and Display: An Essential Pairing IncreaseEngagement,OnlineandOfflineSaleswithBothSearch andDisplayAds U"lizedisplayadver"singfor andreinforcingyour amonga WhentoUse Display Andbybuildingmassivereach,evensmallerli:s Adver"sing inonlineandofflinesalescanhavea impact onyourbo=omline. U"lizesearchadver"singfor yourlow hangingfruit:ac"veshoppers WhentoUse Search U"lizingsearchtodeliverarelevantexperience Adver"sing toarelevanttargetdrama"callyincreasesboth onlineandofflinesales.
  • 17. PPC and Display: An Essential Pairing Take)Advantage)of)Relevant)Brand)&)Product)Related)Searches) Exposure)to)a) Build)Equity)) with)Display)) to)Improve)) )Take)advantage)of)the)interest) Your)Search) generated)from)display)adver8sing)) Performance) with)a)
  • 18. PPC and Display: An Essential Pairing
  • 19. PPC and Display: An Essential Pairing Display(Drives(Search(–(Example(2( GM collaborated with Yahoo! to develop program to push the creative boundaries of display advertising – piloting Yahoo!’s new login page ad over a 3-day period. The Results: -  Estimated reach of nearly 1 in every 7 people in the US -  Significant lifts in awareness and brand recall among the vehicles advertised vs. control group -  22% increase in Chevrolet dealer price quote requests on Yahoo! Autos -  4.3x brand related searches -  Highest Malibu Buzz of the year -  Highest Traverse and Equinox Buzz since their launch (on Yahoo!) earlier in the year
  • 20. PPC and Display: An Essential Pairing Attribution
  • 21. PPC and Display: An Essential Pairing A"ribuon*–*Point*of*View* Adver&sers(and(agencies(are(undervaluing(the(effec&veness(of(their( online(adver&sing(5(par&cularly(display(adver&sing(5(in(driving(a( desired(ac&on(and(revenue(from(poten&al(customers(because(of( their(last(click(conversion(measurement(methodology.((( ( Most(will(agree(that(the(last5click(model(is(flawed,(but(various( barriers(bar(adver&sers(and(agencies(from(changing(their(approach.((( ( Challenges(for(the(marketer:( ( • (Selec&ng(a(display(outlet( • (Crea&ve(constraints( • (Willingess(to(adopt(a(“view5thru”(strategy(&(selec&ng(a(partner( • (Iden&fying(a(frequency(“sweet(spot”
  • 22. PPC and Display: An Essential Pairing Non$Uniform*Approach*to*the*“Funnel”* Approaches*to*buying*online*media*and*measuring*performance*across*branded*display,* performance*display*and*search*pla7orms*is*usually*done*in*silos*–*yet*some*approaches* benefit*some*adver;sers*more*than*others.**“Funnel”*is*actually*a*misnomer.* Category* Adver;ser*1* Adver;ser*2* Adver;ser*3* Performance* Search* Branded*Display* Performance* Search* Performance* Search* Branded*Display* Display* Branded*Display* Display* Branded*Display* Display* Performance* Display* Adver;ser*4* Adver;ser*5* Adver;ser*6* Performance* Performance* Performance* Search* Branded*Display* Search* Branded*Display* Search* Branded*Display* Display* Display* Display* Search*
  • 23. PPC and Display: An Essential Pairing A"More"Complete"Model" Glass%size%=%Poten.al%Customers% 1.%%Use%guaranteed%placements%to%drive% upper%funnel%awareness%and%new% Loss* prospect%engagement:% % F  %Contextual%adjacencies% Awareness Branded%Display% F  %Sponsorships% F  %Front%page%events% F  %Mail%login%page% Loss* F  %Behavioral%targe.ng% Measurement" Favorability Performance% 2.%%Use%nonFguaranteed%placements%to% Display% drive%further%adop.on%down%the% funnel:% % Loss* F  %Learn%from%your%key%compe.tors% F  %NetBlocks% F  %Pixeling%and%implementa.on% Consideration F  %Remarke.ng/Retarge.ng% F  %Offer%based%ini.a.ves% F  %Audience%extension% Loss* Search% 3.%%Use%branded%and%general%terms%to% Intent capture%the%interest%of%those%closest%to% ac.on.% Loss* Action *Loss%threshold%depends%upon%industry,%loss%tolerance% depends%upon%adver.ser.%%%%
  • 24. PPC and Display: An Essential Pairing PartnerCaseStudies Mul0plethirdpartya4ribu0onvendorsshowvalueofupper: funnelpresence–Case1:ClearSaleing Onlinedisplayadver0singstartsthemajorityofcustomerinterac0ons,"but"is"currently"not"given"credit"as"such"–"said"another"way," customers"would"not"have"sought"out"the"product"had"they"not"seen"a"display"adver8sement Includingdisplayadver0singwithinanonlinecampaignincreasesrevenueperorder"–"for"example,"when"a"display"adver8sement"was" included"in"a"conversion"path,"the"average"revenue"per"order"increased"to"more"than"$206,"almost"65%"more"revenue"than"the"overall"average" order"size"of"$135.37"in"these"cases
  • 25. PPC and Display: An Essential Pairing PartnerCaseStudies Mul0plethirdpartya4ribu0onvendorsshowvalueofupper: funnelpresence–Case2:C3Metrics When%looking%at%origina.on%impressions,%C3%has%compiled%client%data%that%shows%how%user%engagement%makes%all%the% difference%in%return:on:spend%% % :  As%the%data%shows,%across%6%networks%in%Q4%‘11,%Yahoo!%was%on%average,%nearly%2.5x%more%likely%to%originate%a% conversion%event%than%the%other%networks.%% % :  Even%compared%to%the%next%best%performing%network,%Yahoo!%is%nearly%a%full%60%revenue:to%spend:ra.o%index% points%ahead
  • 26. PPC and Display: An Essential Pairing PartnerCaseStudies Mul0plethirdpartya4ribu0onvendorsshowvalueofupper: funnelpresence–Case3:Adometry Not$only$was$Yahoo!$head$and$shoulders$above$other$major$publishers$at$using$our$display$pla9orm$to$drive$ branded$search$clicks$at$scale…$ …Yahoo!$was$able$to,$far$more$effec@vely$and$efficiently$than$other$major$publishers,$drive$said$search$clicks$ through$to$conversion.$
  • 27. PPC and Display: An Essential Pairing PartnerCaseStudies Mul0plethirdpartya4ribu0onvendorsshowvalueofupper: funnelpresence–Case3:Adometry Not$only$was$Yahoo!$head$and$shoulders$above$other$major$publishers$at$using$our$display$pla9orm$to$drive$ branded$search$clicks$at$scale…$ …Yahoo!$was$able$to,$far$more$effec@vely$and$efficiently$than$other$major$publishers,$drive$said$search$clicks$ through$to$conversion.$
  • 28. PPC and Display: An Essential Pairing Emergence(of(True(Full(Funnel(A0ribu3on( Forresterdefines[true]fullfunnelinterac3vea5ribu3onas: “The%prac*ce%of%measuring%the%correct%par*al%value%of%each%interac*ve%ad%that%drove%a% desired%outcome.”% InFullFunnel A5ribu3on,the originatorand assistareassigned percentagesofthe conversion,asis thatactual conver3ng impression, brandedsearchis considered Inlastclick naviga3onal,not a5ribu3on, influencing. thebrand searchon “LifeLock” wouldreceive 100%credit forapurchase ofaLifeLock product.
  • 29. PPC and Display: An Essential Pairing For$the$Marketer$ Adop%ng(a(new(measurement(methodology(can(be(daun%ng,(but(Forrester( Research(recommends(the(following(for(both(short(and(long;term(success:( In(the(short;term( •  Target(display(ads(to(relevant(searchers( •  Create(consistency(across(search(and(display(messages( •  Facilitate(communica%on(between(display(and(search(teams( In(the(long;term:( ( •  Unify(display(and(search(data(into(a(single(dashboard( •  Adopt(aBribu%on(modeling((either(in;house,(through(an(agency,(through( a(3PAS,(or(through(an(aBribu%on(vendor(such(as:(( •  Adometry( •  Encore(Metrics( •  Visual(IQ( •  ClearSaleing( •  C3(Metrics( Source:((Forrester(Research,(“Align(Search(and(Display(for(BeBer(Results”,(Q4(10(
  • 30. PPC and Display: An Essential Pairing Creative
  • 31. PPC and Display: An Essential Pairing ThingstoConsider •  Publishervs.ThirdPartyAdserving •  Mul8pleCrea8veSizes(IABnorms) •  Filesizelimita8ons •  Tes8ngmul8pleversionsforuniqueoffers •  Specifyinguniquetagspereachversion •  Richmedia •  Dynamiccrea8vegenera8on –  Datagenerated –  Searchretarge8ng –  Personalizedretarge8ng
  • 32. PPC and Display: An Essential Pairing Show%Brand%Prominently%on%All%Frames%
  • 33. PPC and Display: An Essential Pairing Each%Frame%Should%Stand%On%Its%Own% •  Create%brand%awareness.% •  Communicate%message/benefits/differen=a=on.% •  Communicate%brand%likeability/reason%to%purchase%or%call% to%ac=on.%
  • 34. PPC and Display: An Essential Pairing “Reveal”(Ads(Are(Almost(Always( Ineffec6ve( •  In(the(online(environment,(viewers(tune(out(quickly.( •  You(have(less(than(3(seconds(to(communicate(your(message!( (
  • 35. PPC and Display: An Essential Pairing Ineffec&ve(Slow(“Reveal”(Building(Ads( !  Branding(appears(in( only(the(last(3(frames( and(below(the(fold.(
  • 36. PPC and Display: An Essential Pairing KeepingtheMessageSimple •  One or two key ideas is sufficient to get the message across. •  Don’t make the message too complex. Targeted to men, this Miller Lite ad’s creative simply communicates a bold, irreverent, campaign message.
  • 37. PPC and Display: An Essential Pairing KeepingtheMessageSimple KeepingtheMessageSimple •  One or two key ideas is sufficient to get the message across. •  Don’t make the message too complex. •  Expandable ads have higher impact. •  Colors and images are eye-catching and memorable. Targeted to men, this Miller Lite ad’s creative simply •  Message is simple. communicates a bold, irreverent, campaign message.
  • 38. PPC and Display: An Essential Pairing Don’t&Make&People&Work&for&the& Message& •  Viewers should never have to interact with your ad to see your brand or your messaging.
  • 39. PPC and Display: An Essential Pairing Don’t&Make&People&Work&for&the& Message& •  Use&expandable/&interac;ve&ads&to&allow&the&viewer&to&drill>down& and&learn&more.&
  • 40. PPC and Display: An Essential Pairing If#Goal#is#Persuasion,#Be#Careful#Not#to# Annoy# • ##Avoid#highly#obtrusive#ads#–# use#frequency#caps.# • ##Be#wellAtargeted#–#don’t#show# irrelevant#ads#to#people.#
  • 41. PPC and Display: An Essential Pairing Include(Product(Shot(and(Human(Form( •  Images of the product work well in ads, preferably with a person using the product. •  For example, auto ads are more than twice as noticeable with a product shot.
  • 42. PPC and Display: An Essential Pairing The$Digital$Canvas$is$Growing$
  • 43. PPC and Display: An Essential Pairing New$to$Display?$$Explore:$ •  Mid$to$lower$funnel$opportuni8es:$ –  Behaviorally$targeted$impressions$ –  Low$cost/remnant$inventory$(CPM,$CPC$&$CPA)$ –  Site$retarge8ng$ –  Search$retarge8ng$ •  Partners$to$start$with:$ –  Large$publishers$J$AOL,$MSN,$Google$&$Yahoo!$ –  Ad$networks$J$Ad.com,$AdReady,$Turn,$Rocket$Fuel,$ etc.$ –  Retarge8ng$J$Google,$Criteo,$Dotomi,$Fetchback$&$ Yahoo!$
  • 44. PPC and Display: An Essential Pairing Wrapping(up( •  The(display(landscape(is(complex(and( opportunity(is(abundant( •  Display(has(an(impact(on(search( •  Expanding(beyond(“last(click”(a<ribu=on( means(tes=ng(and(leveraging(new(tech( partners( •  Crea=ve(can(be(delivered(to(the(right(user(at( the(right(=me(with(the(right(message(
  • 45. PPC and Display: An Essential Pairing inar webNex t 9 No v2 Big Data from Performance It’s within your reach. And it’s changing your marketing team. with special guest
  • 46. PPC and Display: An Essential Pairing Trada can help with paid search. Marketplace is a community The Trada of highly specialized PPC experts. When you join Trada, we assign experts to work for you. They do the work of paid search advertising while you maintain complete control.
  • 47. PPC and Display: An Essential Pairing Multiple experts work on your campaign at the same time. Trada’s Optimizer Community has experienced paid search experts who compete to beat TRADA OPTIMIZERS YOU your goals. They build and manage your campaigns profitably for you. Research Save time keywords Get a better ROI Write ad copy Maintain control of your brand Bid competitively and message Generate keywords Design ad groups
  • 48. PPC and Display: An Essential Pairing Type “I’d like a demo!” into the chat box. Live demo, 20 minutes Personalized campaign assessment Ask questions, get solutions
  • 49. ?PPC and Display: An Essential Pairing Check your email tomorrow for a link to the slides, the recording and this 2012 Forrester report, which Brooks calls “required @jb_waugh reading for those looking to understand attribution”. @fasterstill @annafsawyer