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Adobe Summit 2012 - London leveraging paid and organic search
 

Adobe Summit 2012 - London leveraging paid and organic search

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Case Study presented at the Adobe Summit 2012 in london, Leveraging paid and organic search" showcases Searchmetrics Suite integration to Adobe SearchCenter+ used for the benefit of General Motors ...

Case Study presented at the Adobe Summit 2012 in london, Leveraging paid and organic search" showcases Searchmetrics Suite integration to Adobe SearchCenter+ used for the benefit of General Motors acquisition endeavours in EMEA

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    Adobe Summit 2012 - London leveraging paid and organic search Adobe Summit 2012 - London leveraging paid and organic search Presentation Transcript

    • #AdobeSummit Leveraging paid and organic search data to manage & #AdobeSummit optimise your search programme (15203) Cameron Cowan, Adobe | Rina Patel, Chevrolet Europe | Alice Morgan, Consultant | Sam Holt, Performics Bio Area – Credibility booster Meet the speaker, speaker pic accomplishments, clients the speaker deals or products a master of with and or positions held at organisation names etc (ie a mini facebook/ linkedin profile mockup area)?© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
    • #AdobeSummit Cameron Cowan Product Manager, Adobe SearchCenter @SEM Cameron | ccowan@adobe.com© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 2
    • #AdobeSummit Integrating organic search data into SiteCatalyst #Advertising© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 4
    • #AdobeSummit SEO technology partners #Advertising  Accredited Genesis integrations  Provide SEO data into DMS platform Organic search rank Competitor(s) rank Organic search volume  Pass site analytics data to SEO tool© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 5
    • #AdobeSummit How can I leverage organic search data to make smarter and more effective campaign management and optimisation decisions?© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 6
    • #AdobeSummit Leveraging integrated SEO data to manage and optimise search programmes #Advertising  Holistic search reporting  Relevant keyword research  Smarter bid optimisation© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 7
    • #AdobeSummit Integrating organic search data into SearchCenter — unified search reporting #Advertising© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 8
    • #AdobeSummit Valuable source of relevant keyword research #Advertising© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
    • #AdobeSummit Valuable source of relevant keyword research #Advertising© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
    • #AdobeSummit Smarter bid optimisation #Advertising© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 11
    • #AdobeSummit Smarter bid optimisation #Advertising© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 12
    • #AdobeSummit Smarter bid optimisation #Advertising Increase reach: Increase bid when Organic Rank greater than 10 and Organic Revenue greater than €300 Test cannibalisation: Decrease bid when Organic Rank is equal to/greater than 2 and Paid Average Position is also equal to/greater than 2© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
    • #AdobeSummitRina Patel Alice Morgan Sam HoltChevrolet Europe Consultant to Chevrolet Europe PerformicsWebsite Operations Manager SEO and Content Strategy Account Directorrina.patel@gm.com am@alicemorgan.co.uk sam.holt@performics.com© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 14
    • #AdobeSummit Past Practices Online PR  Each marketing channel was treated as a solo entity of the business model Websites Mobile  Multiple technologies to support either all or some of our marketing channels  Last click model does not allow you to Offline (TV, BUSINESS understand your consumers journey Email Radio) NEEDS  Missed opportunities to delivery real actionable insights  Unable to make effective optimisation SEO PPC decisions across multiple channels Social media  Unable to allocate our budget effectively© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 15
    • #AdobeSummit Current digital marketing practices Adobe SEO Display Attribution is Key PPC Path Data: See the funnel in action. 3. Cross Understand your consumers’ user 1. Path Channel Analysis experience. Optimisation Contribution Modelling: Weight the different media influences on your consumers. Cross-Channel Optimisation: Allocate 2. Contribution your dollars to maximise impact. Modelling© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 16
    • #AdobeSummit Solution to success  Say good bye to the “last Click” and say hello to “Attribution” analysis  Creating synergies within the organisation and digital marketing group  Having a successful team that is dedicated & passionate in implementing a solution and delivering results Business focus - Alice Business Analyst – Rina Understanding how Search (PPC+SEO) supports our Developing technical solutions to meet business needs. business needs Identifying opportunities to the business. Developing a strategy to match. Next Generation Analysis Data Analyst – Sam Developer – Frank (Ignition) Implementing test methodologies and analysing the Translating technical requirements directly across the impact across our marketing mix. brand sites Feeding back results to the business Ensuring discrepancies are aligned at the early stages© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 17
    • #AdobeSummit Hands up please #Advertising 1. Name a car model made by Volkswagen 2. Name a car model made by Ford 3. Name a car model made by Chevrolet© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 18
    • #AdobeSummit Business problem and our challenge #Advertising 1 2 3 Low product Small market Small media awareness share budgets Without the big bucks Spontaneous awareness for Chevrolet products is Currently in No interruptive or virtually nil Europe at 1.36% broadcast media But we need to grow awareness, consideration and leads!© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 19
    • #AdobeSummit Chevrolet and search #Advertising Brand SEARCH  protection 19 markets 37 markets  Acquisition (generics) Harnessing  combined Chevrolet power of Europe HQ in 27 paid/natural languages Zurich search SEARCH SEARCH 44 The holy 22 websites 17 languages grail websites© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 20
    • #AdobeSummit What we wanted to know from this test #Advertising How can we make informed decisions about our search strategy? How can we do this across multiple markets and multiple languages? How can Attribution further our understanding of the relationship between channels? How can we squeeze every last drop out of our media budgets?© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 21
    • #AdobeSummit Explore! #Advertising “To test and analyse an integrated OneSearch approach to ascertain the benefits of managing paid and natural search in synergy”© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 22
    • #AdobeSummit Sharing data is integral to OneSearch #Advertising OneSearch strategy development Indexation Campaign structure Keyword management Content optimisation PPC Content management Link optimisation SEC Landing page management Targeted distribution distribution OneSearch optimisation process© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 23
    • #AdobeSummit Test fundamentals #Advertising What exactly did we want to find out? Shared keyword learning What keywords can we leverage from paid search to target in SEO? Which keywords from both channels add value to the Chevrolet business? How did we go about this? Shared bid strategy Use advanced bidding logic in SearchCenter+ to test different OneSearch scenarios Bidding based on SEO rank through one interface© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 24
    • #AdobeSummit 3 test scenarios, 3 markets, 3 months #Advertising Dominate Separate Remove SEO Rank = 1-3 SEO Rank 1-3 SEO Rank 1-3 Implement bid rules to Implement bid rules to Implement bid rules to ensure ensure ensure PPC Rank = 1 PPC Rank = 4-5 PPC Rank = below first page bid© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 25
    • #AdobeSummit How we selected our keywords #Advertising  PPC keywords the starting point  Proven record of driving relevant traffic (that converts)  Cover with available budget  We can compare in SEO and PPC© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 26
    • #AdobeSummit Results: separate/remove #Advertising 630% decrease in Paid traffic SEO + PPC Traffic 10% increase in SEO traffic Avg. Paid Position 474% decrease in conversions 45% decrease in CPA© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 27
    • #AdobeSummit Results: dominate #Advertising 542% increase in Paid traffic 241% increase in SEO traffic SEO + PPC Traffic 380% increase in conversions Avg. Paid Position 2% increase CPA© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 28
    • #AdobeSummit Dominate – the details #Advertising Site conversions CPA After an initial increase, CPA is now on a downward path. Combined presence of high paid and natural results = huge impact on conversion volume© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 29
    • #AdobeSummit Everything on one chart #Advertising Everything can be mapped on one chart© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 30
    • #AdobeSummit New layer of potency revealed by attribution #Advertising Keyword Library Valuable to Chevrolet 22 keywords drove 100% of the conversions in both SEO and PPC Data allowed us to highlight 3 new SEO keyword targets for 2012 based on their value to Chevrolet in PPC.© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 31
    • #AdobeSummit New layer of potency revealed by attribution #Advertising 1000 900 800 700 600 25% more conversions 500 attributed to generics when U- Conversions shaped model applied 400 = their true value 300 200 100 0 u shaped last click U SHAPED LAST CLICK© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 32
    • #AdobeSummit Key takeaways #Advertising1 Uniting Paid and Organic search produces qualitative data for less dollars Understanding the relationship between Paid and Organic constructs powerful bid strategies 23 Attribution reveals new insights between Paid and Organic exposing hidden conversions© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 33
    • #AdobeSummit© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 34
    • #AdobeSummit© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 35