Search integration


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Presentation slides which were presented by Latitude CEO, Alex Hoye, at the Online Marketing Show in London. These slides look at how search engine marketing can be integrated with other online and offline marketing channels.

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  • All channels working in sync to deliver leads for sales teams in the field
  • User experience maintained throughout all media:messages on search PPC/SEO > branding display ads and affiliate promotions > Offline press and direct mail > website
  • Spotify is a free and legal music streaming service that has revolutionized the music marketplace by giving the public a true alternative to music piracy. Users will be able to access up to 6m songs instantly. Audience increases on average by 10-15 thousand new UK users per day. Branding - audio adverts allow clients to talk to our users on a truly one-on-one basis, communicating a brand personality that traditional display can’t achieve. Driving response and ROI - including a call to action in the audio ads allows brands to drive an immediate response from users Accountability - for the first time, audio ads can be measured by the same metrics as online Eliminating ad avoidance - audio ads can’t be skipped and if a user turns down the volume, they pause. All display formats are only served when we know that users are actively engaging with Spotify. Zero wastage - users need to log in to access Spotify, therefore our targeting allows brands to reach absolute numbers of their target market.Target Age Sex Postcode/Region - e.g N1, N2, London/South West/England (not IP address)Daypart - We can target any day part throughout the week. Coming soon - Socio-demographic and genreSpotify is a premium advertising environment, our average CTRs are 0.2% for Display, 0.4% for Audio and 0.8% for Billboard
  • Billboard & Display adsWhen a user hasn’t interacted with the Spotify player for 5 minutes, we will serve a full screen adThis ad image will stay on screen until a user rolls over it. It will then roll across/down into a standard leaderboard/skyscraper.Must be bought as part of a larger package and frequency capped to 3/4 per user, to maintain impact. Ads are only served when the player is maximised on screenWe stop serving display ads when a user hasn’t interacted with Spotify for a minute. Ads perform like standard digital, can be 3rd party served and Flash/Gif. Standard formats - 120x600, 160x600, 468x60 and 728x90Banners/Towers served in an uncluttered environment, only one ad format served at a timeMPU AdsThe Spotify home page MPU is a new and high impact position.Again, a placement in the default login destination for users so unavoidable.Stella Artois wanted to make an impact this Christmas with their augmented reality Christmas cards.The fact that they could target the 18-30 year old male audience they want with this high impact position exclusively with no wastage was so successful for them that they upweighted the activity
  • Search integration

    1. 1. Search should no longer play on its own<br />
    2. 2. Search needs to integrate on a bigger stage<br />
    3. 3. The Anglianholistic strategy<br />All channels working together for mutual benefit<br />
    4. 4. PPC working with other channels<br />PPC both drove and captured sales <br />PPC was used to test messaging and based on CTR the messaging was carried through to other promotional activity<br />Anglian Double Glazing <br />Pick & Mix Home Improvements Sale <br />Which 3 savings will you choose? <br /><br />Anglian Double Glazing <br />40% off your home improvements<br />If we use your house as a showhome<br /><br />
    5. 5. Creative messaging<br />Maintain consistent messaging to customer<br />
    6. 6. Bring the experience to life...<br />
    7. 7. Social media & online PR in SERPs<br />2005– 20 positions on P1<br />2010– 40+ positions on P1<br />A multitude of related media content within Google’s first page<br />
    8. 8. Images<br />Tag them<br /><ul><li>Title tag
    9. 9. Alt tag</li></ul>Host them on your server<br /><ul><li> Not on image server</li></ul>Build a link campaign<br />Pictures of:<br />- products<br /> - events<br /> - launches<br />
    10. 10. Video<br />Video back<br />catalogue to <br />create<br />channel<br />Results<br />- Increase page presence<br /> - Improve brand awareness<br /> - Integrate into social media <br /> brand strategy<br />
    11. 11. Online PR<br />Increasing prominence of online PR and social media within SERP’s<br />Need to control news results with release distribution<br />Need to monitor Twitter for real-time results<br />
    12. 12. Socialmedia monitoring<br />Monitor social networks to ensure negative mentions don’t explode on to the SERPs<br />
    13. 13. What’s TV serving up for search?<br />
    14. 14. TV & Search in Travel<br />1300% increase in PPC brand impressions and 700% increase in clicks after TV campaign<br />TV campaign starts<br />PPC mops up brand clicks from TV campaign<br /> for as little as 1-2p<br />
    15. 15. TV & Search in Travel<br />Cheaper slots later in the day create better correlation in clicks<br />Expensive GMTV slot doesn’t generate correlation in PPC clicks <br />Brand Clicks for Operator vs TV Spot Impacts by hour –Jan 15th<br />Measure effectiveness of TV slots using click and impression data from PPC<br />
    16. 16. Display and Search...<br />...they’re starting to appear similar, <br />and now they should work together.<br />
    17. 17. Search techniques are important for brand<br />CPM<br />CPC<br />
    18. 18. More channels are using search techniques<br />CPM<br />CPC<br />
    19. 19. More channels are using search techniques<br />CPM<br />CPC<br />
    20. 20. More channels are using search techniques<br />CPM<br />CPC<br />
    21. 21. More channels are using search techniques<br />CPM<br />CPC<br />
    22. 22. Extending the search campaign with <br />Why?<br /><ul><li>Branding
    23. 23. Drive response and ROI
    24. 24. Accountability
    25. 25. Target by</li></ul>- Age<br />- Gender<br />- Postcode<br />- Day part<br />What?<br /><ul><li>Free & legal music streaming
    26. 26. 10 – 15k new UK users per day</li></li></ul><li>What we did<br />Pushed downloads of free 3 day pass <br />35 downloads in first 3 days!<br />
    27. 27. Branded playlists<br />Increased engagement with exercise themed branded playlist<br />Members could submit favorite workout tunes to playlist, then submit to social networks<br />
    28. 28. Use the right technology to measure what’s converting<br />
    29. 29. Engagement mapping<br />Online video<br />Display<br />Spotify<br />PPC<br />Affiliate<br />SEO<br />Game, set and match!<br />