Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Cost Effective PESO Auditing Using Search Engine Data

275 views

Published on

Whilst businesses struggle to prove the impact of their marketing activity, search engine data can be a powerful (and very cost effective) resource to prove to do so.

Presented at the AMEC conference in May 2019, this talk outlines how to mine this rich data resource.

Published in: Marketing
  • Be the first to comment

  • Be the first to like this

Cost Effective PESO Auditing Using Search Engine Data

  1. 1. #amecsummit Amecorg amecglobalsummit.org Cost-effective PESO auditing with search engine data @AlexJuddz
  2. 2. #amecsummit Amecorg amecglobalsummit.org@AlexJuddz
  3. 3. #amecsummit Amecorg amecglobalsummit.org@AlexJuddz
  4. 4. #amecsummit Amecorg amecglobalsummit.org@AlexJuddz
  5. 5. #amecsummit Amecorg amecglobalsummit.org 5.8billion searches every day @AlexJuddz
  6. 6. #amecsummit Amecorg amecglobalsummit.org CUSTOMERS & CLIENTS 81% of B2B and 89% B2C purchase processes start with a web search CANDIDATES 73% Google search a company before applying LEGISLATORS Over half start their search for information online & MORE Investors… journalists… @AlexJuddz
  7. 7. #amecsummit Amecorg amecglobalsummit.org
  8. 8. #amecsummit Amecorg amecglobalsummit.org If no, paid will play a bigger role Are people searching for what you offer, or the topic you want to establish yourself in? @AlexJuddz STRATEGY
  9. 9. #amecsummit Amecorg amecglobalsummit.org If this increases after your campaign, you’ve demonstrated learning/knowledge or an attitude change Are people searching for what you offer, or the topic you want to establish yourself in? @AlexJuddz OUTCOMES
  10. 10. #amecsummit Amecorg amecglobalsummit.org How do searches for your brand compare against competitors? Generically and related to the target product/service/topic @AlexJuddz STRATEGY If you’re not, then paid, earned and shared have to work harder If you’re number one, owned is the key driver
  11. 11. #amecsummit Amecorg amecglobalsummit.org How do searches for your brand compare against competitors? Generically and related to the target product/service/topic @AlexJuddz OUTCOMES If generic increases, that demonstrates brand preference If target related increases, that demonstrates brand preference & statement of intent
  12. 12. #amecsummit Amecorg amecglobalsummit.org@AlexJuddz
  13. 13. #amecsummit Amecorg amecglobalsummit.org ★ Bullet one ★ Bullet two ★ Bullet three ★ Bullet four ★ Bullet one ★ Bullet two ★ Bullet three ★ Bullet four Title @AlexJuddz
  14. 14. #amecsummit Amecorg amecglobalsummit.org@AlexJuddz
  15. 15. #amecsummit Amecorg amecglobalsummit.org
  16. 16. #amecsummit Amecorg amecglobalsummit.org Where does your content appear in the search results for your target product/service/topic? @AlexJuddz STRATEGY If you’re not ranking first, and that’s achievable, ensure: Optimised, engaging and converting High levels of engagement Engagement and authority
  17. 17. #amecsummit Amecorg amecglobalsummit.org Where does your content appear in the search results for your target product/service/topic? @AlexJuddz OUTCOMES An increase in rankings shows brand preference from Google’s algorithm An increase in click-through-rates shows brand preference
  18. 18. #amecsummit Amecorg amecglobalsummit.org What are the search results for your brand? @AlexJuddz STRATEGY A measure of reputation, using 60/40 model
  19. 19. #amecsummit Amecorg amecglobalsummit.org Your Ideal Brand Search Results @AlexJuddz 60% Owned40% Positive Earned
  20. 20. #amecsummit Amecorg amecglobalsummit.org What are the search results for your brand? @AlexJuddz STRATEGY A measure of reputation, using 60/40 model 1. Optimise owned website 2. Optimise owned social channels 3. Drive engagement through shared and paid 60% Owned 40% Positive Earned 1. Gain more positive headlines through earned 2. Drive engagement through shared and paid
  21. 21. #amecsummit Amecorg amecglobalsummit.org Where does your content appear in the search results for your target product/service/topic? @AlexJuddz IMPACT Moving closer to the 60/40 model & establishing more positive results demonstrates an impact on brand reputation
  22. 22. #amecsummit Amecorg amecglobalsummit.org@AlexJuddz
  23. 23. #amecsummit Amecorg amecglobalsummit.org TAKEAWAYS Utilise keyword data from Google Search Utilise Google Search rankings Measure reputation through brand search results @AlexJuddz
  24. 24. #amecsummit Amecorg amecglobalsummit.org Alex Judd GCore Business Director @AlexJuddz @AlexJuddz Linkedin.com/in/alexjudd

×