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iAB_Search_Conference_Jul-15

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iAB_Search_Conference_Jul-15

  1. 1. Asa Dargue, Account Director, Unique Digital
  2. 2. iAB – This is Search: 2015 5 myth busters that will make you challenge your search strategy 23rd July 2015
  3. 3. 01 IT’S TOO COMPLICATED TO PROVE THE VALUE OF MOBILE Do we have a mobile optimised site to support our search campaigns?
  4. 4. Big investment, poor user experience
  5. 5. Build a business case you can’t argue with 01 02 03
  6. 6. £0.34£0.28 £34k revenue opportunity, just from this Campaign£28k revenue opportunity, just from this Campaign Clearly show assumptions, but any business wants to see “quantifiable impact” Non-Desktop share Total Campaign reach Potential for mobile usage Users with non-optimised exposure Revenue per visit Revenue uplift potential 67.19% 6MM 25% ~1MM 10% 6MM x 67.19% (~4MM) ~4MM x 25% (~1MM) ~1MM x (£0.34 * 10%) (£34k) ~1MM x (£0.28 * 10%) (£28k)
  7. 7. Sub-optimal experience for >65% of Searchers. £28k revenue opportunity, on only this campaign. Our competitors are ahead of us.
  8. 8. Many brands aren’t embracing mobile
  9. 9. 1) Device types are increasing 2) Search insight can inform everything we do
  10. 10. 02BIG DATA IS THE KEY What insights have we taken from big data and applied to our search campaigns?
  11. 11. Tools don’t give insight, they give data…
  12. 12. Start with the basics: The Audience (and how they search)
  13. 13. 1) Segment based on what you can ascertain 2) Treat each as separate business units 3) Turn on/off dependent on requirements
  14. 14. 03 THE RECESSION HAS BROUGHT ABOUT A CULTURE OF CHEAPNESS How are we defining value for our customers in search activity?
  15. 15. Supermarkets are waging a pricing war
  16. 16. But it’s not helping
  17. 17. The disruptors are focusing on value
  18. 18. Aggregators win on the price USP So what can you use? Aggregators Providers
  19. 19. >$650 for a Kia Rio…
  20. 20. …or <$450 for a Mustang
  21. 21. Focus on why people chose you in the first place Spend your time driving, not calculating add-ons Simple, all inclusive pricing Trusted brand at 1,000’s of airports worldwide
  22. 22. 04 GROWTH CAN ONLY COME FROM ACQUISITION In search, how are we driving value from retained customers?
  23. 23. By default we push acquisition messages
  24. 24. But it’s much easier to convince someone to stay
  25. 25. Think ahead: pre-empt future search audiences Annual policy – 12 months Initial contract length – 18 months
  26. 26. 05THERE’S NO BENEFIT TO BRAND PPC Do we have an audience strategy around brand PPC bidding?
  27. 27. 4MM searches/month £100k/month Pure brand attracts a lot of attention
  28. 28. “Warm” leads Competitors Combining with SEO Cost Messaging There’s still many merits to brand PPC bidding 01 02 03 04 05
  29. 29. We can use RLSA audiences to improve relevancy and performance Existing (50%) New consumer (25%) New business (10%) Upgrade to business (5%) PayPal Here (10%) Log in Open a consumer account Open a business account Upgrade their consumer account to a business one Purchase a PayPal Here card reader Log in to your PayPal account here Make online purchases easy, open an account today Looking for a business payment solution? Getting started in small business? Upgrade your existing account today Take payments anywhere with the PayPal Here card reader
  30. 30. The questions you should be asking Do we have an audience strategy around brand PPC bidding? In search, how are we driving value from retained customers? How are we defining value for our customers in search activity? What insights have we taken from big data and applied to our search campaigns? Do we have a mobile optimised site to support our search campaigns? 01 02 03 04 05
  31. 31. Thank You Asa Dargue | Account Director, Unique Digital

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