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5 Relevancy Strategies to Break Through and Engage: Search, Display, Social

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Performics Q3 Webinar: Learn how to leverage relevancy to boost digital performance: analytics, channel integration, copy/landing page test & learn, Panda 4.0 & search retargeting.

Performics Q3 Webinar: Learn how to leverage relevancy to boost digital performance: analytics, channel integration, copy/landing page test & learn, Panda 4.0 & search retargeting.

Published in: Data & Analytics, Marketing

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  • For years, audiences have been fragmenting online. Consumers now move seamlessly across screens, channels and devices, creating highly personalized purchase journeys. They interact with brands—and buy products and services—wherever and whenever they want.
  • Real-time Twitter & FB chatter provided product feedback, informing keyword lists & copy
  • Transcript

    • 1. 5 Relevancy Strategies to Break Through & Engage Your Audience Q3 2014
    • 2. Performics offers an end-to-end solution for Performance Marketing execution and consulting. Performics Overview
    • 3. Agenda for Date Time Item One Time Item Two Time Item Three Time Item Four Time Item Five Time Item Six Agenda New Framework for Driving Performance Today’s Multi-Touch Journey Relevancy Deep Dive 5 Ways to Increase Relevancy: • Leveraging participant data • Integrating search, display & social • Testing copy & landing pages • Engaging in the new world of organic search • Retargeting Questions
    • 4. 1. Visibility Find participants across channels & devices 2. Relevancy Create experiences that break through clutter & drive qualified clicks 3. Conversion Activate clicks, actions, leads, sales 4. Optimization Continually improve results 4 Performance Activation Framework More Relevant Ads = More Qualified Interactions = Less Costs & More Conversions
    • 5. 5 Today’s Fluid Multi-Touch Journey
    • 6. 5 Ways to Increase Relevancy 1. Leveraging participant data 2. Integrating search, display & social 3. Testing copy & landing pages 4. Engaging in the new world of organic search 5. Retargeting
    • 7. 1. See people through data – Participant insights – Social chatter – Search keywords – Browsing data – Demographics 2. Create experiences that are already optimized because they’re informed by participant engagement metrics uncovered via analytics 7 Leveraging Participant Data
    • 8. Challenge Software client needed to be nimble to capitalize on buzz, in real-time, around new product announcement Strategy On launch day, we implemented bids, keywords & copy based on dynamic participant data. We noticed higher-than-expected social conversations trending in anticipation; we used these insights to build/refine copy & keywords. Results On announcement day, relevant ads drove 328% higher-than-average CTR, an all-time high 8 Participant Data in Action
    • 9. 5 Ways to Increase Relevancy 1. Leveraging participant data 2. Integrating search, display & social 3. Testing copy & landing pages 4. Engaging in the new world of organic search 5. Retargeting
    • 10. 1. Understand competitive/ participant landscape – Right person, Right channel, right device 2. Create cross-channel, online-offline attribution plans, media-mix models 3. Enable data collection via tagging 4. Collect, report, optimize; shift budget in real-time to pounce on performance 10 Integrating Search, Display & Social
    • 11. Challenge Entertainment client sought to increase brand keyword search volume Strategy Expand beyond paid search to display & social with theory that visibility would create demand in search – We tailored messaging through the journey Results • Brand search volume increased 21% in the 1st month & 46% in the 2nd • Proof that display & social can not only drive direct conversions, but also fuel search 11 Integration in Action
    • 12. 5 Ways to Increase Relevancy 1. Leveraging participant data 2. Integrating search, display & social 3. Testing copy & landing pages 4. Engaging in the new world of organic search 5. Retargeting
    • 13. 1. Define success – Purchase, find store, sign-up 2. Optimize to success metrics 3. Create pre-click (ads) & post-click (landing page) experiences that convert – Big ROI lies beyond the click – Yet for every $92 spent acquiring visitors, only $1 is spent converting them* – We routinely see 100%+ conversion rate increases via landing page testing (A/B, multivariate) 4. Never stop testing & learning 13 Keys to Testing VS. *Econsultancy (2012)
    • 14. Landing Page Testing in Action *Results may vary per brand/vertical. Test yourself! Geo-Targeted Landing Pages Copy & imagery customized to region Gender Landing Pages Experiences aligned with gender Dynamic Landing Pages Elements (images, layouts, content) change based on keywords, location, or prior visits Hispanic Landing Pages & Insights Experiences (language, layout & imagery) designed for Hispanics Mobile Landing Page & Insights Experiences tailored to mobile devices & associated behaviors 12% LIFT 41% LIFT 83% LIFT 420% LIFT 27% LIFT 17
    • 15. 15 Copy/Creative: Testing Identify Business Goals Identify Challenges to Achieving Goals Identify Learning Needs to Overcome Challenges Develop Hypotheses Plan Measurement, Research, and Testing i.e. achieve $X Cost-Per- Acquisition for Product Campaigns Uncertainty around the precise copy to establish relevancy with searchers Identify language that establishes relevancy with searchers, and increases CTR, decreases CPA “Quality” is the most relevant qualifier when referring to retailer’s product Copy Testing to let market determine winner FOREXAMPLE:
    • 16. 5 Ways to Increase Relevancy 1. Leveraging participant data 2. Integrating search, display & social 3. Testing copy & landing pages 4. Engaging in the new world of organic search 5. Retargeting
    • 17. The New World of Organic Search • Panda 4.0: Implications, Defenses & Opportunities – May 20th organic algorithm update penalizing poor content, rewarding quality relevant content • eBay has lost 2/3rd of its organic real estate – Now, we take a Performance Content approach • Creating engaging experiences that are awarded high rankings because they’re relevant to users – Opportunity if you’re losing organic traffic – Can also use paid search to compensate for organic loss
    • 18. A lead gen client’s fragmented owned media ecosystem diluted its organic rankings, leaving paid search as the primary traffic source. The client sought to improve SERP presence by amplifying paid & organic, holistically. Challenge We aligned the client’s paid search team & web development teams to unify keywords & content: - Paid Strategy SWOT analysis identified keywords that had the highest potential for organic performance - Organic Strategy included content elements, technical site improvements Solution Organic Strategy Paid Strategy Organic in Action
    • 19. Lead Gen Client: Results Organic presence led to an 14% increase in paid search CTR Paid search presence led to 50% increase in organic CTR Paid & Organic Domination Boosted Overall CTRs Organic Advancement Enabled Reduced Paid Investment 12% increase in applications Y/Y
    • 20. 5 Ways to Increase Relevancy 1. Leveraging participant data 2. Integrating search, display & social 3. Testing copy & landing pages 4. Engaging in the new world of organic search 5. Retargeting
    • 21. 0.0% 0.5% 1.0% 1.5% 2.0% 2.5% 3.0% 0% 5% 10% 15% 20% 25% 30% 35% Standard Campaigns Retargeted Campaigns Conv. Rate CTR Encourage repeat visitors to engage and generate Trial Downloads from a software website. The results from RLSA ads over the standard campaigns: 1. Increased click-through rates 150% 2. Delivered a 164% greater conversion rate 3. Higher CTRs help boost Quality Score, resulting in lower CPCs Performics recommended launching a remarketing campaign using a DMP/Tag Management Solution. User pools were created within the platform to fit the target segment. These pools included visitors that had previously clicked through to a product page, but did not initiate a Trial. It also targeted users who initiated a Trial, but did not complete the process. Challenge Performance Plan more qualified retargeted audience Driving Relevancy through Search Retargeting
    • 22. Questions? performics.com facebook.com/performics @performics Dan Malachowski Marketing Director, Content & Community Dan.Malachowski@Performics.com