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......

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

Transcript

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