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Search Engine Marketing Game Changers

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Four game changers for search engine and online marketing presented at Charlotte, NC's SearchExchange by Jeff Campbell of Resolution Media. Deck covers evolution of search engine results page & …

Four game changers for search engine and online marketing presented at Charlotte, NC's SearchExchange by Jeff Campbell of Resolution Media. Deck covers evolution of search engine results page & consumer's definition of search, measurement attribution across marketing channels & offline, behavioral data & targeting, and consumer privacy.

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  • Discussing 4 game changers for Search and online marketing in general
  • Hard to only talk about “paid search” anymore…and you shouldn’t silo the conversation (or the conference)
  • Search is social - Asking friends is “search”Does behavior = search? Scrolling Pinterest = search?
  • Search is a way of life, no longer a destination of a search boxExample of site.com’s search box being the main destination
  • Silo’d PerformanceForecast & monitor the Sales EquationTraffic * CVR * AOS = SalesBy Marketing Channel; By DivisionIntra-search (keyword) attributionPaid Search is your traffic throttle (and likely biggest opp)Cross-Channel AttributionCentralize Marketing Channel performance in Web AnalyticsFocus on Visitor Quality/RPV, site actionsMeasuring O2SApples to apples methodology with other mediaby division, by season @ different spend levels (goal: diminishing returns graph by season)Long terms concerns: cutting into to branding budgets?Balancing Keyword FunnelE-comm & total company goals will eventually conflictDon’t over-optimize for bottom-funnel: balance branding & DRSplit budgets, lower thresholds, divisional goalsVisitor behavior will vary by device – so should strategyAdvanced Management2013-2014Ease customer feedback – ultimate KPI?Not all consumers want to come to Pier1.com
  • Resolution looked to determine whether there were incremental gains from showing on paid search listings when 1-3 ranked natural listings already existedShowing on paid + natural listings yielded a 2x increase in visits, with natural listings only seeing an 8% cannibalization from paid search
  • Source: Google Internal Data, 2011. % of each platform’s traffic shown hourly for one day. Does not indicate absolute or relative traffic volumes.
  • By researching and defining your target audience segments, we gain deep insight into technographic, psychographic and demographic data points which build a picture of the true customer journey. We are also able to identify who your true online competitors are, what audiences are performing best for you today and why, and any critical geographies.This clear understanding of your digital audience personas allows us to create optimal channel and account plans. With comprehensive data and analysis come insights into who your target should be and how you should message to them.
  • eCRM -> 1:1 targeting/messagingLook-a-like modeling for scale
  • Consumer privacy: when does your openness and sharing start to pull back due to being targeted (facial recognition, etc.)?Trending videos, offers purchased

Transcript

  • 1. SEARCH GAME CHANGERSJEFF CAMPBELL – CO-FOUNDER & MANAGING DIRECTORRESOLUTION MEDIAJULY 2012 @CJeffCampbell
  • 2. • Definition of “Search” THE GAME • Attribution CHANGERS • • Behavioral Data Consumer Privacy It is not necessary to change. Survival is not mandatory. -Edward Deming 1Proprietary
  • 3. • Definition of “Search” THE GAME • Attribution CHANGERS • • Behavioral Data Consumer Privacy 2Proprietary
  • 4. THE SEARCH RESULTS PAGE HAS EVOLVED Website Locations Videos Social Apps 3Proprietary
  • 5. • Display • Content Networks • Paid SocialAwareness/Branding • SEO • Video • Search Networks Consideration • Content Networks • IYPs • Educational Content Lead Generation • Email • Landing Page Optimization • Affiliate Programs Purchase • Content Optimization • Comparison Shopping • Email Remarketing • Display Retargeting • Search Retargeting • Incentive Programs Loyalty • Social Sharing • SEO • Content Optimization • Search Networks Future Purchases • Gaming • Video • SEO 4
  • 6. THE CONSUMER HAS EVOLVED – SEARCH IS “SOCIAL” 5Proprietary
  • 7. CONNECTION OF THE PHYSICAL & DIGITAL WORLD 6Proprietary
  • 8. • Definition of “Search” THE GAME • Attribution CHANGERS • • Behavioral Data Consumer Privacy 7Proprietary
  • 9. MEASUREMENT EVOLUTION Advanced Management Balancing Branding •Local, Feed-Based vs. Direct Response Inventory & Pricing •Automation •Device Targeting • Targeting/ Cross- Channel Cross-Channel Optimization Attribution •Cost to •Online & Offline Acquire/LTV/CRM Silo’d Performance •Last Click / Sales Eq. •Brand vs. Non- Brand Relationship 8Proprietary
  • 10. INTRA-SEARCH KEYWORD ATTRIBUTION 1st Click 2nd Click 3rd Click, Order “rental “las vegas “hertz” keyword gets all the Last Click: “hertz” car” rental car” revenue associated with this order $0 $0 $500 Proposed “rental “las vegas Revenue is shared among “hertz” keywords that contributed Attribution: car” rental car” in the purchase funnel $30 $70 $400 • Hypothesis: Giving “credit” to supporting keywords will focus media spend more effectively and possibly improve overall performance 9Proprietary
  • 11. PAID VS. NATURAL SEARCH CANNIBALIZATION Paid + Natural = 2X Visits vs. Natural Only 10Proprietary
  • 12. ONLINE TO OFFLINE TESTING • Determine a baseline of store sales activity within each market • Saturate online advertising for defined product category • Determine the difference in in-store sales lift between Test test and control markets Control 11Proprietary
  • 13. DEVICE TARGETING Hourly Distribution of Searches by Platform (doesn’t reflect absolute traffic volume) Night Morning Day Evening 12:00 AM 3:00 AM 6:00 AM 9:00 AM 12:00 PM 3:00 PM 6:00 PM 9:00 PM Tablet Mobile Desktop 12Source: Google Internal Data, 2011. % of each platform’s traffic shown hourly for one day. Does not indicate absolute or relative traffic volumes.
  • 14. • Definition of “Search” THE GAME • Attribution CHANGERS • • Behavioral Data Consumer Privacy 13Proprietary
  • 15. ANSWERING THE TOUGH QUESTIONS WITH DATA What content When do they are they engage and interested in? convert? How do they What are their look for my demographic? products & services? What devices Where do they do they use spend their time and for what? online? 14Proprietary
  • 16. DEFINING YOUR DIGITAL TARGET AUDIENCE • Age • KWs • Devices • Audience Profile • Media Planning & Strategy • Gender • Categories • Browsers • Competitive • Creative & Content • Geography • Engines • Networks Profile Development • Language • Clickstream • Operating • Category Profile • Target Sites • Income • Competitive Systems • Target Keywords • Audience Affinity • Referrers • SERP Positions 15Proprietary
  • 17. 1:1 TARGETING & MESSAGING IMMEDIATE IMPACT ENHANCE Audience Insight & Activation Audience Exploration 1.0 - Segment Audience profile activation, analytics and insight exploration, strategic and tactical (existing) planning, and activation 2.0 - Customer (customers + prospects) activation, analytics and insight Strategic Data Management 16Proprietary
  • 18. • Definition of “Search” THE GAME • Attribution CHANGERS • • Behavioral Data Consumer Privacy 17Proprietary
  • 19. WHEN DOES COOL BECOME CREEPY? 18Proprietary
  • 20. THANK YOU! --- QUESTIONS? Jeff Campbell JCampbell@ResolutionMedia.com @CJeffCampbell 19