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1415 track 2 richardson

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1415 track 2 richardson

  1. 1. Make Yourself Indispensable to Your Search Marketing Team eMetrics Summit NY – October 31, 2017 img source: huffingtonpost.com
  2. 2. Agenda Display • Viewability, Campaign types & goals, Measuring lift, Cross-channel Social • Targeting, Ad types, Don’t call it a comeback, Post length, ”Engagement” SEO • Redirects, Old vs. New URL’s, Views, NotSetNotSetNotSet Paid Search • Match types, Cannibalization, Complimentary How We Do It • Elite Academy, Generalists, Emotional Quotient
  3. 3. Agenda Display • Viewability, Campaign types & goals, Measuring lift, Cross-channel Social • Targeting, Ad types, Don’t call it a comeback, Post length, ”Engagement” SEO • Redirects, Old vs. New URL’s, Views, NotSetNotSetNotSet Paid Search • Match types, Cannibalization, Complimentary How We Do It • Elite Academy, Generalists, Emotional Quotient
  4. 4. Viewability Giving Publishers Grey Hair Since 2014 Performance Display img source: marketingmag.ca
  5. 5. Viewability Greater than or equal to 50% of pixels in view for at least one second img source: stateofdigital.com Performance Display
  6. 6. Viewability – Video 2 continuous seconds of the ad played while still meeting 50% pixel requirements img source: marketingland.com Performance Display
  7. 7. So how do I use viewability to help my marketing team? Analyze viewability against performance • Size • Placement • Site/Domain/Publisher • Creative Type • Mobile/Desktop/Tablet • Engagement (Rich Media)
  8. 8. Use frequency combined with viewability to find opportunity Performance Display
  9. 9. Campaign Performance Different Campaigns, Different Measurement, Different Goals Performance Display img source: primosolutionsllc.com
  10. 10. Measuring marketing objectives against different goals Build Awareness Influence Consideration Drive Action Grow Loyalty Get customers to: Get customers to: Get customers to: Get customers to: • See your ad • Become aware of your brand Measurement examples: • Reach, Frequency, Viewability • Brand awareness growth • aided vs. unaided • Engage with your content • Visit your website (click/view- through) • Buy on your website/app • Call/Visit your business • Install your mobile app • Purchase repeatedly • Engage with your website/app Performance Display
  11. 11. Measuring Lift How do I know if this display stuff really worked? Delete this box and replace with image(s). Delete this box and replace with image(s). Delete this box and replace with image(s). img source: jlg.com, curtislifts.com, stowe.com Performance Display
  12. 12. Measuring Lift PSA / Placeholder Campaigns: split target audience, run PSA ads to one group creating a “control” that wasn’t exposed to our ads – measure lift. But… img source: google search Performance Display
  13. 13. Measuring Lift Intent-to-treat: Ignore all exposure info in treatment and control groups. Randomly divide target audience and show ads to one list to measure causal effect of the advertising. But… Performance Display img source: thinkwithgoogle.com
  14. 14. img source: webpacman.com Measuring Lift Ghost Ads: record when we wanted to show the ad, ensuring that control group who would have been exposed are comparable to treatment group Performance Display
  15. 15. img source: webpacman.com bit.ly/ghostadsstudy Performance Display
  16. 16. Cross-Channel Impact Does display have an impact on the performance of other marketing channels or vice- versa? Performance Display Photo by Austin Chan on Unsplash
  17. 17. Cross-Channel Impact Moving Away From Last Click Performance Display
  18. 18. Cross-Channel Impact Some Findings from Harvard & Ozyegin Performance Display source: https://www.slideshare.net/gesterling/do-display-ads-influence-search •Display advertising does indeed generate more search volume, clicks and conversions •Search ads don’t drive increased interaction with display ads, however •The effect of display ad exposure on search may not be immediate but is significant “after a period of two weeks” •Marketers may not be correctly determining ROI and CPA by using common, simplistic calculations and metrics •There are budget-allocation implications from the researchers’ “dynamic” ROI analysis that argue for a higher search spend
  19. 19. Cross-Channel Impact The Display-Search Connection Performance Display x% Increase In Branded Search Impressions Perform Geo Experiment Hypothesis: Display push drives incremental brand search lift
  20. 20. Agenda Display • Viewability, Campaign types & goals, Measuring lift, Cross-channel Social • Targeting, Ad types, Don’t call it a comeback, Post length, ”Engagement” SEO • Redirects, Old vs. New URL’s, Views, NotSetNotSetNotSet Paid Search • Match types, Cannibalization, Complimentary How We Do It • Elite Academy, Generalists, Emotional Quotient
  21. 21. Paid Social Targeting Facebook and Instagram can target off of metrics found in Google Analytics – demographic, location, interests img source: facebook.com
  22. 22. What do you want to promote? Websites, pages, apps, places Paid Social img source: adespresso.com
  23. 23. What do you want to promote? Websites, pages, apps, places Paid Social img source: adespresso.com
  24. 24. What do you want to promote? Websites, pages, apps, places Paid Social img source: adespresso.com
  25. 25. Paid Social Right Rail Once the persona non grata of the Facebook ad family, the right rail ad is making a comeback img source: giphy.com
  26. 26. Paid Social Photo by Igor Ovsyannykov on Unsplash Analyze Ad Copy AdEspresso analyzed nearly 40k Facebook ads and found some interesting results
  27. 27. Analyze Ad Copy AdEspresso analyzed nearly 40k Facebook ads and found some interesting results Paid Social AD TEXT AD HEADLINE LINK DESCRIPTION
  28. 28. source: https://adespresso.com/blog/we-analyzed-37259-facebook-ads-and-heres-what-we-learned/ •The most popular headline is just 5 words long •Ad text are slightly longer at 14 words •Link descriptions are 18 words on average •Most popular/used words •You, Free, Because, Instantly, New •If you want to stand out, go negative •Sentiment analysis may generate stronger reactions and more activity on your ads – help solve a problem ”hate it when” “isn’t it awful” •CTA’s aren’t used effectively •Test, test, test, test – one ad won’t cut it Paid Social Analyze Ad Copy AdEspresso analyzed nearly 40k Facebook ads and found some interesting results
  29. 29. Photo by Eric Michael on Unsplash Paid Social Engagement Engagement on social media might not matter for your brand success
  30. 30. Agenda Display • Viewability, Campaign types & goals, Measuring lift, Cross-channel Social • Targeting, Ad types, Don’t call it a comeback, Post length, ”Engagement” SEO • Redirects, Old vs. New URL’s, Views, NotSetNotSetNotSet Paid Search • Match types, Cannibalization, Complimentary How We Do It • Elite Academy, Generalists, Emotional Quotient
  31. 31. Redirects 301 vs. 302 Server side vs. Browser SEO Photo by Jamie Street on Unsplash
  32. 32. SEO
  33. 33. SEO
  34. 34. Photo by imgix on Unsplash img source: cbronline.com & amazon.com SEO
  35. 35. URL’s From the old… SEO Photo by John-Paul Joseph Henry on Unsplash
  36. 36. URL’s …to the new SEO img source: businessinsider.com
  37. 37. SEO img source: marketing-mojo.com
  38. 38. Views How many of you have separate views for blog, support, other subdomains? SEO
  39. 39. NotSetNotSetNotSet Organic is already at a data disadvantage by missing keywords img source: marketingmag.ca SEO
  40. 40. • Landing Pages • Page Titles • Hostname • Source • Medium • Campaign • Content • Organic Keywords • Paid Keywords • Browser • Browser Version • Geo Location • Reverse Goal Path Areas Where You Might See (not set) SEO img source: sciencemag.org
  41. 41. Agenda Display • Viewability, Campaign types & goals, Measuring lift, Cross-channel Social • Targeting, Ad types, Don’t call it a comeback, Post length, ”Engagement” SEO • Redirects, Old vs. New URL’s, Views, NotSetNotSetNotSet Paid Search • Match types, Cannibalization, Complimentary How We Do It • Elite Academy, Generalists, Emotional Quotient
  42. 42. Photo by Jamie Street on Unsplash Let’s talk about MATCH TYPES Paid Search
  43. 43. Photo by Jamie Street on Unsplash Let’s talk about MATCH TYPES Match Type Symbol Example Keyword May show on searches that Example Search Broad Match none data conference include misspellings, synonyms, related searches, other variations nyc dataa conference Broad Match Modified +keyword +data +conference contain modified term (or closer variations, but not synonyms), in any order data analytics conferences Phrase Match “keyword” “data conference” are a phrase, and close variations of that phrase New York data conference Exact Match [keyword] [data conference] are an exact term and close variations of that exact term data conference Paid Search
  44. 44. Photo by Jamie Street on Unsplash Let’s talk about MATCH TYPES Match Type Symbol Example Keyword May show on searches that Example Search Broad Match none data conference include misspellings, synonyms, related searches, other variations nyc dataa conference Broad Match Modified +keyword +data +conference contain modified term (or closer variations, but not synonyms), in any order data analytics conferences Phrase Match “keyword” “data conference” are a phrase, and close variations of that phrase New York data conference Exact Match [keyword] [data conference] are an exact term and close variations of that exact term data conference Paid Search
  45. 45. Photo by Jamie Street on Unsplash Let’s talk about MATCH TYPES Match Type Symbol Example Keyword May show on searches that Example Search Broad Match none data conference include misspellings, synonyms, related searches, other variations nyc dataa conference Broad Match Modified +keyword +data +conference contain modified term (or closer variations, but not synonyms), in any order data analytics conferences Phrase Match “keyword” “data conference” are a phrase, and close variations of that phrase data conference in New York Exact Match [keyword] [data conference] are an exact term and close variations of that exact term data conference Paid Search
  46. 46. Photo by Jamie Street on Unsplash Let’s talk about MATCH TYPES Match Type Symbol Example Keyword May show on searches that Example Search Broad Match none data conference include misspellings, synonyms, related searches, other variations nyc dataa conference Broad Match Modified +keyword +data +conference contain modified term (or closer variations, but not synonyms), in any order data analytics conferences Phrase Match “keyword” “data conference” are a phrase, and close variations of that phrase New York data conference Exact Match [keyword] [data conference] are an exact term and close variations of that exact term data conference Paid Search
  47. 47. Photo by Jamie Street on Unsplash Let’s talk about MATCH TYPES Match Type Symbol Example Keyword May show on searches that Example Search Broad Match none data conference include misspellings, synonyms, related searches, other variations nyc dataa conference Broad Match Modified +keyword +data +conference contain modified term (or closer variations, but not synonyms), in any order data analytics conferences Phrase Match “keyword” “data conference” are a phrase, and close variations of that phrase New York data conference Exact Match [keyword] [data conference] are an exact term and close variations of that exact term data conference Paid Search
  48. 48. Keyword Cannibalization Keyword cannibalization is when pages on your site compete for the same keywords img source: searchenginejournal.com Paid Search
  49. 49. Email Cannibalization Your fantastic marketing automation campaigns can sometimes cannibalize from SEO and Paid Search – but is this bad? Yes? No? Paid Search
  50. 50. Cannibalization of SEO by Paid Search (and vice- versa) This isn’t true based on research and anecdotal evidence img source: google.com Paid Search bit.ly/SEOSEMIncremental
  51. 51. I was not aware of your brand img source: youtube.com Paid Search
  52. 52. img source: 512pixels.net Paid Search
  53. 53. •Is there a page that SEO sees a very high conversion rate or high revenue that is NOT being bid on by Paid Search? Paid Social Complimentary Paid Search Are there opportunities within your site to improve performance from paid or organic traffic?
  54. 54. source: https://adespresso.com/blog/we-analyzed-37259-facebook-ads-and-heres-what-we-learned/ •If you find high bounce, high traffic SEO pages, perhaps bidding on keywords (as limited as this data is) and trying to send people to a different page? •Using Search Console and AdWords together with teams to discover untapped opportunities – create hypotheses and see if data reflects it – dig into data and create hypotheses from that Paid Social Complimentary Paid Search Are there opportunities within your site to improve performance from paid or organic traffic? •Is there a page that SEO sees a very high conversion rate or high revenue that is NOT being bid on by Paid Search?
  55. 55. Agenda Display • Viewability, Campaign types & goals, Measuring lift, Cross-channel Social • Targeting, Ad types, Don’t call it a comeback, Post length, ”Engagement” SEO • Redirects, Old vs. New URL’s, Views, NotSetNotSetNotSet Paid Search • Match types, Cannibalization, Complimentary How We Do It • Elite Academy, Generalists, Emotional Quotient
  56. 56. Elite Academy Our one stop shop for every aspect of training
  57. 57. How we do it Macro training Photo by Douglas Williams on Unsplash
  58. 58. How we do it Micro training Photo by Chetan Menaria on Unsplash
  59. 59. Marketing Analytics Technical Analytics Marketing Analytics Lead Technical Analytics Lead Senior Marketing Analyst Marketing Analyst Associate Analyst Analytics Engineer Associate Analyst Associate Analyst Associate Analyst Associate Analyst Technical Analyst
  60. 60. Photo by MI PHAM on Unsplash
  61. 61. Photo by Vlad Tchompalov on Unsplash
  62. 62. Photo by Cristian Newman on Unsplash
  63. 63. THANK YOU @analyticandrew andrew.richardson@elitesem.com

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