Learn Inbound 2019 - Robin Lord slide "Whatever You Do, Put Billboards in Manchester: Getting Brand Data From Google"

3. We rely on it

8. One thing that every
team contributes to

9. Open rate
Click through rate
Organic sessions
Newspaper placements
Impressions

12. Why aren’t we
measuring it?

13. Why aren’t we
responding to it?

16. Position billboard adverts and newspaper advertising
Target online display advertising
Bid more aggressively in non-display advertising
Develop outreach content targeted at journalists that speak to the
right audience
Plan social media content, competitions, and adverts
Plan top-of-funnel search content
Select the best influencers
Adapt homepage messaging
Choose how we segment our email lists
Measure the impact

18. “You have bad brand
awareness in Japan”

19. “Spend more on brand
advertising”

20. “Master all relevant sales
channels”

23. So what do we want?

24. Brand Interest

26. "Why would [we]
trust what people
say about
themselves?”
Robins, Richard; Fraley, Chris; Krueger, Robert (2007). Handbook
of Research Methods in Personality Psychology. The Guilford
Press. p. 228. ISBN 9781593851118.

27. 1. Not self-reported

28. 1. Not self-reported
2. Competitor Comparison

40. 1. Not self-reported
2. Competitor Comparison
3. Product-specific

41. How can we get an idea of interest in a thing?
Search volume
We can’t use tools like Stat because the search volumes reported are at national level, and they are bucketed.
Google Trends

42. I’m Feeling Worryingly DependentGoogle Search

43. Kanye West
140,000 monthly searches
“Kanye West”
140K

44. “Taylor Swift”
298K

48. Keyword Search Volume
Choose life 10
Choose a job 10
Choose a career 10
Choose a family ?

49. 1. Not self-reported
2. Competitor Comparison
3. Product-specific
4. Granular

50. How do I get this data?

54. Impressions

55. Impression share

57. 25%

58. “Mattresses”

59. 1,000 impressions

60. 50% impression share

61. 2,000 searches

63. Fashion data
Brands;
● Asos
● Boohoo
● Debenhams
● Nasty Gal
● New Look
● Next
● Pretty Little Thing
● River Island

65. dresses”“

66. “ dresses”

67. dresses”“

68. maternity”
“

69. bikini”
“

70. heels”
“

71. What did it cost?

75. 1p per keyword
per day.

76. “maternity”

77. maternity clothing

78. maternity clothing

82. maternity clothing

83. Asos Maternity

84. Brand + Product

85. “{Brand} maternity”

86. maternity”“

89. Why aren’t we
listing maternity
products on Asos?

91. Device

92. Email list

93. Credit: euronews.com
Location

94. Credit: euronews.com
London

95. Glasgow

96. “plus-size”
and
“curve”

97. “{Brand} plus-size”

98. “{Brand} plus-size”

99. “{Brand} plus-size”

100. This Google Search

101. https://www.instagram.com/bexbexjones/
https://www.instagram.com/grassntitties/
https://www.instagram.com/jordynwithawhyyy/?hl=en

102. This Twitter Search

104. Feature Curve products in
emails to Glasgow audience.

105. Feature Curve models in
Glasgow adverts

106. £7.77

107. Scratching the surface

108. Email list

109. Position billboard adverts and newspaper advertising
Target online display advertising
Bid more aggressively in non-display advertising
Develop outreach content targeted at journalists that speak to the
right audience
Plan social media content, competitions, and adverts
Plan top-of-funnel search content
Select the best influencers
Adapt homepage messaging
Choose how we segment our email lists
Measure the impact

110. Ad

114. How do I business?

115. BUY STUFF

117. Position billboard adverts and newspaper advertising
Target online display advertising
Bid more aggressively in non-display advertising
Develop outreach content targeted at journalists that speak to the
right audience
Plan social media content, competitions, and adverts
Plan top-of-funnel search content
Select the best influencers
Adapt homepage messaging
Choose how we segment our email lists
Measure the impact

118. Steps

119. • Consider using the downloadable Google Ads editor to quickly create these combinations
• Create an Ad Campaign for each segment of your data (device, email list, location) i.e.
• For locations, create a campaign for each city – London, Manchester, Glasgow
• If bidding on location, make sure you’re selecting each location in the same way (i.e. City with
no radius, or County + 5 miles)
• Within each Campaign, create an Ad Group for each brand you want to compare so to target 5
brands in 3 locations you’ll end up with 3 Campaigns and 15 Ad Groups in total.
• Choose a list of products/topics to target and create a list of every combination of brand+product
• Use “Phrase Match” bidding to make sure you are tightly focused on the specific phrase
• In each Ad Group, make sure you are sending traffic through to the brand you are targeting
• I.e. “Asos dresses” should target https://www.asos.com/women/dresses/cat/?cid=8799
• Minimise your spend by choosing whatever is ranking pos. 1 in Google for each keyword
Setting up Campaigns

120. • Monitor your Search Terms report to make sure your Ads aren’t appearing for irrelevant searches
• Monitor your Click-Through-Rate – a very low CTR suggests your ad isn’t appearing for what you
expect.
• Monitor your Impression Share, you need to get at least 10% to get the more accurate numbers
• If you are getting a very high impression share (like 60%) start reducing your bid, if you are getting
less than 10% impression share, start increasing your bid. You could automate this by adapting one
of the free Google Ads scripts.
• Run for at least two weeks (ideally 28 days)
• Run all of your Campaigns and Ad Groups for the same amount of time
Running Campaigns

121. • Export all data
• In Excel/ Google Sheets divide impressions by impression share
• Compare in pivot tables
• Start by summing together all of the results from a specific product type, to see the areas of highest
opportunity, then break that down by Campaign (i.e. location) and Ad Group (brand)
Getting Results

122. @robinlord8