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@ChristiJOlson
Search Evangelist
SEMPO Houston
Paid Search in Technology & Media Mix
Christi Olson
Search Evangelist, Bing | Microsoft
Professional Background
@ChristiJOlson
Introducing Roy:
May 8th, 2016
Bo...
What is the Customer Decision Journey?
The CDJ is the series of behaviors and interactions a customer
takes throughout the...
My purchase decision
journey began a little
over 5 years ago…
When I needed a new car
and knew we wanted to
have a baby.
Consumer Decision Journey: My car seat doesn’t fit in my sedan!
See friends post
pictures of various
Volvo SUVs on
social ...
Search is the glue – It fits across all stages of
the Customer Decision Journey
Learn More
Become Informed
Explore
Refine ...
Understanding the cost of failure…
Understanding the Types of Journeys
FrequencyofPurchases
Cost of Failure
Consideration
Low High
Buying
Diapers
Buying
a
Ho...
Where is the consumer on the continuum?
FrequencyofPurchases
Cost of Failure
Impulse
Habitual
Deeply
Considered
Somewhat
C...
Understanding the Somewhat Considered Purchase:
Understanding the Deeply Considered Purchase:
Matching Queries to Intent in Each Stage
Broad - Generic Keywords
Brand - Make - Model
Questions: “Where”
Price
Using search across the Journey
Bing Proprietary Research
What is the value of search participating across the journey?
There is incremental value outside...
72%
of brand ad clicks had a non-brand
or conquest term in the user journey
preceding the brand click.
Bing Proprietary Re...
Bing Proprietary Research
Appearing in on Non-Brand queries in the TOFU increases
future brand searches
30%
More likely to...
15%
Increase to conversion rate after users were
exposed to a branded ad on a generic or
competitive brands search query.
...
Understanding the Type of Customer
CDJ Action and Takeaways
1. Leverage site links that allow consumers to
self-identify their CDJ stage, and
immediately tak...
Evolution of Search
Technology is advancing rapidly
Evolution of Search
Cortana. Siri. Alexa.
Paid search is moving out of the search box and into the
fabric our lives. Bing ...
Evolution of Search
Language in Search is Expanding
OLD SEARCH
Match type
Desktop
QueriesClicks
Product Driven
NEW SEARCH
...
Search is the glue
PERVASIVE
Everywhere on any device
PREDICTIVE
Anticipating events & needs
PROACTIVE
Giving answers before I ask
Anticipati...
Cortana & Windows 10
Pervasive Intelligence
Why advertise on Bing?
20.1%
U.S. search share1
%
% 32.8%
Bing Network
Predicitive Intelligence
Predicting a cure for cancer?
Proactive Intelligence
Christi Olson I Bing - Microsoft I Search Evangelist I @ChristiJOlson
Bing is reshaping advertising as we know it…
TopSpot is a Bing Ads Partner
Benefits of being a Bing Ads Partner grants TopSpot:
• Access to the robust Bing Ads API for...
Contact
Info
Full Name: Christi Olson
Company: Microsoft, Bing Advertising
Job Title: Search Evangelist
Twitter: @ChristiJ...
The Role of Search in Media Mix SEMPO Cities Houston
The Role of Search in Media Mix SEMPO Cities Houston
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The Role of Search in Media Mix SEMPO Cities Houston

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Search has evolved from queries and 10 blue links on a page to a customized and personalized experience to help enable and empower people to do more. As we strive to understand how search fits into the overall media mix, we’ll dive into the customer decision journey and how you can personalize and tailor messaging across each stage of the journey. We’ll also cover how Microsoft is using search to power new experiences across devices and new media formats.

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The Role of Search in Media Mix SEMPO Cities Houston

  1. 1. @ChristiJOlson Search Evangelist SEMPO Houston Paid Search in Technology & Media Mix
  2. 2. Christi Olson Search Evangelist, Bing | Microsoft Professional Background @ChristiJOlson Introducing Roy: May 8th, 2016 Boy Meets Girl  Happily Ever After Our Fur Kids: Bella the Wunderpug Elsa the Not-So-Mini Schnauzer
  3. 3. What is the Customer Decision Journey? The CDJ is the series of behaviors and interactions a customer takes throughout the purchase path
  4. 4. My purchase decision journey began a little over 5 years ago… When I needed a new car and knew we wanted to have a baby.
  5. 5. Consumer Decision Journey: My car seat doesn’t fit in my sedan! See friends post pictures of various Volvo SUVs on social media. Search for “safest vehicle reviews”. Click organic listing. Search for “best family vehicle”. Click paid listing. Visit Volvo website. Notice Volvo display ad on Car and Driver. See TV ad for Volvo Summer Sales Event. Search for “Volvo XC90”. Click paid listing. Visit Volvo website. Find local dealer. Purchase at dealership.
  6. 6. Search is the glue – It fits across all stages of the Customer Decision Journey Learn More Become Informed Explore Refine Options Compare: Ratings, Reviews, Features & cost Availability & Price Loyalty & Get Help
  7. 7. Understanding the cost of failure…
  8. 8. Understanding the Types of Journeys FrequencyofPurchases Cost of Failure Consideration Low High Buying Diapers Buying a Home Buying Baby Mattress & Crib Buying a Car Seat Buying a Car
  9. 9. Where is the consumer on the continuum? FrequencyofPurchases Cost of Failure Impulse Habitual Deeply Considered Somewhat Considered Somewhat Considered
  10. 10. Understanding the Somewhat Considered Purchase:
  11. 11. Understanding the Deeply Considered Purchase:
  12. 12. Matching Queries to Intent in Each Stage Broad - Generic Keywords Brand - Make - Model Questions: “Where” Price
  13. 13. Using search across the Journey
  14. 14. Bing Proprietary Research What is the value of search participating across the journey? There is incremental value outside of receiving a paid click. Consumers who see a brand ad on non-brand queries have a measurable, and statistically significant lift in: • Unaided Brand Awareness • Purchase Intent • Market Leadership StatisticallySignificant Increase
  15. 15. 72% of brand ad clicks had a non-brand or conquest term in the user journey preceding the brand click. Bing Proprietary Research How brand and non-brand keywords fit into the journey Non-Brand … Brand Non-Brand … Brand
  16. 16. Bing Proprietary Research Appearing in on Non-Brand queries in the TOFU increases future brand searches 30% More likely to do a branded search after being exposed to a brand ad on a generic search query or a competitors branded query
  17. 17. 15% Increase to conversion rate after users were exposed to a branded ad on a generic or competitive brands search query. Bing Proprietary Research And there is a statistically significant lift to conversion.
  18. 18. Understanding the Type of Customer
  19. 19. CDJ Action and Takeaways 1. Leverage site links that allow consumers to self-identify their CDJ stage, and immediately take them where they want to go. 2. Create custom landing pages for the different stages of the CDJ. 3. Create longer-tail keyword phrases to catch searchers within different stages of the CDJ. 4. Place UET tracking tags on your site and set up remarketing campaigns which will enable you to reach consumers throughout their journey. 1. Leverage Product Ads, where pricing and promos can be listed. 2. Focus on “Where.” The keyword “where” signals an intent to buy. 3. Be sure your campaign and site are mobile-friendly to catch consumers on the go. 4. Set up remarketing campaigns targeting users with strong intent signals, such as those demonstrating product page engagement and shopping cart abandonment.
  20. 20. Evolution of Search
  21. 21. Technology is advancing rapidly
  22. 22. Evolution of Search Cortana. Siri. Alexa. Paid search is moving out of the search box and into the fabric our lives. Bing is ready to power new personalized searches across the devices of tomorrow. 2000 Query Search Match Types Text Ads 2010 Demographic Search Day Parting Language 2012 Mobile Search Device Bidding Location 2016 Voice Search TOMORROW Personalized Search Actionable Predictive BEYOND Artificial Intelligence 2013 Audiences RLSA 1990 1st Search Engine
  23. 23. Evolution of Search Language in Search is Expanding OLD SEARCH Match type Desktop QueriesClicks Product Driven NEW SEARCH Mobilized People-Driven Actionable Integrated Localized Predictive Customized Personalized
  24. 24. Search is the glue
  25. 25. PERVASIVE Everywhere on any device PREDICTIVE Anticipating events & needs PROACTIVE Giving answers before I ask Anticipating the future of search
  26. 26. Cortana & Windows 10 Pervasive Intelligence
  27. 27. Why advertise on Bing? 20.1% U.S. search share1 % % 32.8% Bing Network
  28. 28. Predicitive Intelligence Predicting a cure for cancer?
  29. 29. Proactive Intelligence Christi Olson I Bing - Microsoft I Search Evangelist I @ChristiJOlson
  30. 30. Bing is reshaping advertising as we know it…
  31. 31. TopSpot is a Bing Ads Partner Benefits of being a Bing Ads Partner grants TopSpot: • Access to the robust Bing Ads API for easy and efficient campaign creation, optimization and management. • Expanded suite of advertising solutions for your clients, including the Microsoft Advertising Exchange. • Access to training, account service support and marketing tools to help drive more effective advertising solutions for your clients. What that means to you, as a business owner: • More time to focus on daily operations and providing better service to their customers. • The ability to reach their desired audience through advanced targeting capabilities, including location, radius and demographic targeting. • Assurance of working with a Bing Ads SMB Partner to maximize their return on investment. • A high-quality audience. Reach 168 million unique searchers on Bing and Yahoo who spend 24 percent more online than the average Internet searcher.1 Partnering with Top Spot & Bing 34
  32. 32. Contact Info Full Name: Christi Olson Company: Microsoft, Bing Advertising Job Title: Search Evangelist Twitter: @ChristiJOlson THANK YOU!

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