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Effective search and social in 2016 | Online advertising | South West Networking Group | 14 October 2016

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Phil McMinn, head of Google Grants and Jonny Grum, head of social media marketing at Torchbox

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Effective search and social in 2016 | Online advertising | South West Networking Group | 14 October 2016

  1. 1. Effective Search and Social in 2016
  2. 2. @JonnyGrum & @Phil_McMinn #????@JonnyGrum @Phil_McMinn
  3. 3. #CCSouthWest
  4. 4. So, Why are we here?
  5. 5. Organic Search & Social Plugging the gaps with paid 10 tips for paid campaigns
  6. 6. Organic search What does organic search look like in 2016? Two things to consider for context: 1. Google would quite like you to pay 2. Google want to answer queries themselves
  7. 7. Organic search: a key change Oh look why are the ad buttons green now? Weren’t they yellow before?
  8. 8. Organic search: a key change So long, Grantspro…
  9. 9. • More paid (expanded text) ads at the top of Google than before • Increased use of “Position 0” / featured snippets • Knowledge graph results • Twitter / News verticals • (not provided) data Organic search: changes and challenges
  10. 10. One obscured organic result above the fold :(
  11. 11. Latest Searchmetrics 2016 report into SEO shows
  12. 12. Organic search SEO…. It’s always been hard, but it’s getting harder. What can we do about it?
  13. 13. 2006-2007
  14. 14. “Facebook was primarily a consumer product at the time. Back then, We gave all those things away for free. Only after we had a good, organic kind of interaction... did we really layer ads on top of that.” Mark Zuckerberg
  15. 15. 2007-2011
  16. 16. “Ideally, we want News Feed to show all the posts people want to see in the order they want to read them. ….every time someone visits News Feed there are on average 1,500 potential stories from friends, people they follow and Pages for them to see, and most people don’t have enough time to see them all.” Facebook Ads FAW
  17. 17. “Organic reach of the content brands publish in Facebook is destined to hit zero. It’s only a matter of time.” - Ogilvy, 2014.
  18. 18. So has it hit zero?
  19. 19. Your Message Here
  20. 20. Jab Jab Hook
  21. 21. Organic social It’s getting harder but we’ve not hit Facebook zero! Can paid social support your campaigns and help you meet your objectives? Of course!
  22. 22. SEOPaid Search
  23. 23. 2 examples of how Paid and SEO can work together 1. Use Paid to plug the gaps in your organic search
  24. 24. Paid search: plugging the gaps
  25. 25. Paid search: plugging the gaps
  26. 26. Let’s talk about Bryan Adams
  27. 27. What happens when you Google: “here I am”?
  28. 28. Paid search: plugging the gaps
  29. 29. Paid search: plugging the gaps CEO on Radio 4 that morning? Write an ad! Panorama documentary coming up on something relevant to you? Write an ad! Breaking news about something in your field? Write an ad! Got a rubbish FAQ page covering 25 different topics in one page that doesn’t rank for any of them? Write an ad! Write lots of ads!
  30. 30. 2. Use AdWords data to improve your SEO, and vice versa 2 examples of how Paid and SEO can work together
  31. 31. Where are the gaps in our SEO? What content are we missing on the site that we could be ranking for? How can we outrank the competition for competitive terms? How should we divide up our paid search budget? What are the priorities for paid? Common problems to solve
  32. 32. What SEO can teach AdWords
  33. 33. What AdWords can teach SEO
  34. 34. What AdWords can teach SEO
  35. 35. What AdWords can teach SEO Plug the gaps where your content might let you down Provide new content generation ideas (and hard stats) to improve your SEO and your overall Domain Authority. You’ll have the data to make a good case around content generation!
  36. 36. A USUAL NON-PAID ROUTINE? CREATE CONTENT OPTIMISE CONTENT SHARE CONTENT DRIVE ACTIONS
  37. 37. A USUAL ROUTINE? CREATE CONTENT OPTIMISE CONTENT SHARE CONTENT PAID PROMOTION DRIVE ACTIONS
  38. 38. How about a new routine? CREATE CONTENT OPTIMISE CONTENT AMPLIFY CONTENT BUILD AUDIENCES SEGMENT AUDIENCE REMARKET REPEAT DRIVE ACTIONS
  39. 39. An integrated campaign…
  40. 40. An integrated campaign…
  41. 41. The results?
  42. 42. 629% ROI
  43. 43. 10 TIPS TO IMPROVE YOUR PAID CAMPAIGNS 1. Know your objectives 2. Know your audience 3. Beware! Broadmatch! 4. Use remarketing 5. Custom Audiences 6. Concentrate on content 7. Optimise for site engagement 8. Tag your URLs 9. Expand what you track 10. Attribution modelling
  44. 44. 1. Know your objectives Know your objectives. Choose the right platform. Set benchmarks & KPIs. Pay for what matters to you!
  45. 45. 2. Know your audience Our alternative title for today’s talk…
  46. 46. - Use your platform analytics to understand who your audience is and what they’re looking for. - Define your target audience(s) after you’ve defined your objectives. - Targeting large numbers of people isn’t precise or cost-effective!
  47. 47. 3. BEWARE! BROAD MATCH!
  48. 48. 4. Use remarketing Define your audiences in Google Analytics Import those audiences into AdWords • Show those people tailored ads • Increase your bids for just those users • Bid on keywords only when those users search • Send them to a specific, tailored landing page (e.g. Unbounce built) for special offers
  49. 49. Example audiences might include: • Users who viewed your Jobs page but didn’t apply • Users who downloaded a PDF but didn’t donate • Users who started to donate but dropped out somewhere in the funnel • Users who donated last year
  50. 50. Use segments in Google Analytics to build audiences based on your goals and your user behaviour.
  51. 51. 5. Use custom audiences Use Facebook & Twitter tracking pixels Measure CPAs more effectively Build custom audiences & lookalike audiences. Think outside the box to grow your audiences!
  52. 52. Remarketing Behaviour & interest targeting Demographic targeting
  53. 53. 6. Concentrate on content Promote your best content Optimise your ads to increase quality scores Think about using how & where to use video
  54. 54. 7. Optimise for site engagement Get rid of rubbish content Optimise campaigns through site analytics Interrogate your metrics
  55. 55. ‘Peter Drucker was right when he wrote:What gets measured gets managed.’ Larry Prusak, Harvard Business Review https://hbr.org/2010/10/what-cant-be-measured/
  56. 56. 8. Tag URLs Tag your URLs correctly using a tool like Google Analytics URL builder. http://bit.ly/Epik-1
  57. 57. 9. Expand what you track Think of what more you could be tracking • Scrolling behaviour • Eventbrite signups • Video plays • Adjust your bounce rate for long form content
  58. 58. 10. Look at attribution modelling • Don’t settle for last-click • Try position-based or time decay models • Build your own http://bit.ly/Custom-Attribution
  59. 59. To recap… 1. Know your objectives 2. Know your audience 3. Beware! Broadmatch! 4. Use remarketing 5. Custom Audiences 6. Concentrate on content 7. Optimise for site engagement 8. Tag your URLs 9. Expand what you track 10. Attribution modelling
  60. 60. And lastly… test & learn!
  61. 61. Any questions?
  62. 62. Get in touch Jonny Grum jonny.grum@torchbox.com Phil McMinn phil.mcminn@torchbox.com

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