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The Future of SEM: Intent Signals Beyond the Keyword By Susan Waldes


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From the SMX Advanced Conference in Seattle, Washington June 22-23, 2016. SESSION: The Vast Opportunity Of Audience-Based Search Marketing. PRESENTATION: The Future of SEM: Intent Signals Beyond the Keyword - Given by Susan Waldes, @suzyvirtual - Five Mill, President and Partner. #SMX #22C2

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The Future of SEM: Intent Signals Beyond the Keyword By Susan Waldes

  1. 1. #SMX #22C2 @suzyvirtual The Future of SEM: Intent Signals Beyond the Keyword THE VAST OPPORTUNITY OF AUDIENCE-BASED SEARCH MARKETING
  2. 2. #SMX #22C2 @suzyvirtual •  Keywords carry high intent (vs other channels) •  Rising competition and CPCs •  RLSA adds another level of intent Beyond Keywords: Even Better Intent Signals
  3. 3. #SMX #22C2 @suzyvirtual •  Adwords Pixel-Based Audiences (visited a site/page) •  Customer Match (email addresses) •  Google Analytics Audiences •  Same stuff, different platform •  Completed certain goals/events Remarketing Lists For Search Audiences (RLSA)
  4. 4. #SMX #22C2 @suzyvirtual • Negative Audiences Bidding/Bid Only (differing conversion rates) Intent Segmentation Exposure Throughout the Funnel Cross Device Strategy Multi-Channel Strategy RLSA Targeting Strategies cost savings/efficiency incremental conversions
  5. 5. #SMX #22C2 @suzyvirtual WHY: Cost-Saving and align SEM conversion tracking with back- end RLSA Negative Audiences Graduate Education Client: Added negative audiences of people that already converted into leads in the past 30 days. Saw 20% cost savings while maintaining back-end lead volumes.
  6. 6. #SMX #22C2 @suzyvirtual WHY: Higher positions when conversion rate is higher to ensure marginal profits RLSA Bidding/Bid Only Conversion from high positions
  7. 7. #SMX #22C2 @suzyvirtual You are probably losing money if you aren’t using “Bid Only” RLSA audiences on your main search (and shopping) campaigns RLSA Bidding/Bid Only $80 Marginal CPA Target
  8. 8. #SMX #22C2 @suzyvirtual Check Google analytics for conversion rates on new vs returning users. Add “Bid Only” modifiers on the audience tab RLSA Bidding/Bid Only
  9. 9. #SMX #22C2 @suzyvirtual RLSA Intent Segmentation
  10. 10. #SMX #22C2 @suzyvirtual WHY: Separate different kinds of intent such as B2B vs B2C and expand your keyword coverage Intent Segmentation Normal Campaigns Keyword: “Commercial Lawn Mowers” Bid & Target RLSA Keyword: “Mower” + Audience: Visited Your Landscaping Business Blog •  Bid and Target •  a site visit carries intent •  Broad keywords •  Head terms •  Super-Duper Head Terms •  Ecommerce prior purchasers are powerful
  11. 11. #SMX #22C2 @suzyvirtual Exposure Through the Funnel WHY: Ensure that you are visible on longer tail, informational and uncommon searches for “warm” prospects DSA campaign with bid and Target RLSA audience of all visitors over the past 90 days for a B2B SaaS company gained +10% increase in lead volume
  12. 12. #SMX #22C2 @suzyvirtual WHY: Ensure that you are visible for “warm” prospects and don’t lose those conversions to competitors Exposure Through the Funnel Competitor keyword campaign with Bid and Target RLSA audiences for a fashion ecommerce retailer drove High QS/low CPC on competitor terms AND incremental “conquested” conversions.
  13. 13. #SMX #22C2 @suzyvirtual Cross-Device Strategy via RLSA Customer Match •  acquisitions (email) are easy and super cheap on mobile •  Cross devices via customer match •  Track cohorts to LTV •  Have real cross-device data •  Monetize mobile (across devices) @ The affordable attribution any company can use: first party data
  14. 14. #SMX #22C2 @suzyvirtual WHY: RLSA can be used to back up sweepstakes, email marketing, social advertising and more. RLSA Multi-Channel Strategy Make friends and partners (Have a Second Party!) Make (light) acquisitions as early as possible Gather as many email addresses as you can (customer match) •  Coupons •  Sweepstakes •  Saved/shared carts •  Freemium software •  Gated searches (Pinterest, thumbtack) •  Quizzes
  15. 15. #SMX #22C2 @suzyvirtual RLSA Manufactured Audiences Multi-Channel Strategy Generate content that attracts the right people Promote it Pixel EVERYTHING you have •  Want to reach only CEO’s? •  Create content that attracts CEO’s ie “What CEO’s need to know about in 2016” •  Promote it via content promotion channels, SEO etc •  BOOM! Now you have an RLSA list of CEOs
  16. 16. #SMX #22C2 @suzyvirtual •  Add bid only RLSA audiences/bid mods to your important ad groups to ensure you aren’t subsidizing new customer acquisitions with return users •  Create a bid & target DSA (or shopping)+RLSA campaign •  Create a bid & target RLSA campaign with your competitors brand names •  Pixel everything •  Collaborate across your organization to develop cross-device and cross-channel strategies Recap: Action Items
  17. 17. #SMX #22C2 @suzyvirtual LEARN MORE: UPCOMING @SMX EVENTS THANK YOU! SEE YOU AT THE NEXT #SMX Susan Waldes @suzyvirtual We’re hiring experienced SEMs!