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We rely on it
One thing that every
team contributes to
Open rate
Click through rate
Organic sessions
Newspaper placements
Impressions
Why aren’t we
measuring it?
Why aren’t we
responding to it?
Position billboard adverts and newspaper advertising
Target online display advertising
Bid more aggressively in non-displa...
“You have bad brand
awareness in Japan”
“Spend more on brand
advertising”
“Master all relevant sales
channels”
So what do we want?
Brand Interest
"Why would [we]
trust what people
say about
themselves?”
Robins, Richard; Fraley, Chris; Krueger, Robert (2007). Handbook
...
1. Not self-reported
1. Not self-reported
2. Competitor Comparison
1. Not self-reported
2. Competitor Comparison
3. Product-specific
How can we get an idea of interest in a thing?
Search volume
We can’t use tools like Stat because the search volumes repor...
I’m Feeling Worryingly DependentGoogle Search
Kanye West
140,000 monthly searches
“Kanye West”
140K
“Taylor Swift”
298K
Keyword Search Volume
Choose life 10
Choose a job 10
Choose a career 10
Choose a family ?
1. Not self-reported
2. Competitor Comparison
3. Product-specific
4. Granular
How do I get this data?
Impressions
Impression share
25%
“Mattresses”
1,000 impressions
50% impression share
2,000 searches
Fashion data
Brands;
● Asos
● Boohoo
● Debenhams
● Nasty Gal
● New Look
● Next
● Pretty Little Thing
● River Island
dresses”“
“ dresses”
dresses”“
maternity”
“
bikini”
“
heels”
“
What did it cost?
1p per keyword
per day.
“maternity”
maternity clothing
maternity clothing
maternity clothing
Asos Maternity
Brand + Product
“{Brand} maternity”
maternity”“
Why aren’t we
listing maternity
products on Asos?
Device
Email list
Credit: euronews.com
Location
Credit: euronews.com
London
Glasgow
“plus-size”
and
“curve”
“{Brand} plus-size”
“{Brand} plus-size”
“{Brand} plus-size”
This Google Search
https://www.instagram.com/bexbexjones/
https://www.instagram.com/grassntitties/
https://www.instagram.com/jordynwithawhyyy...
This Twitter Search
Feature Curve products in
emails to Glasgow audience.
Feature Curve models in
Glasgow adverts
£7.77
Scratching the surface
Email list
Position billboard adverts and newspaper advertising
Target online display advertising
Bid more aggressively in non-displa...
Ad
How do I business?
BUY STUFF
Position billboard adverts and newspaper advertising
Target online display advertising
Bid more aggressively in non-displa...
Steps
• Consider using the downloadable Google Ads editor to quickly create these combinations
• Create an Ad Campaign for each ...
• Monitor your Search Terms report to make sure your Ads aren’t appearing for irrelevant searches
• Monitor your Click-Thr...
• Export all data
• In Excel/ Google Sheets divide impressions by impression share
• Compare in pivot tables
• Start by su...
@robinlord8
Robin Lord - Whatever You Do, Put Billboards in Manchester: Getting Brand Data From Google
Robin Lord - Whatever You Do, Put Billboards in Manchester: Getting Brand Data From Google
Robin Lord - Whatever You Do, Put Billboards in Manchester: Getting Brand Data From Google
Robin Lord - Whatever You Do, Put Billboards in Manchester: Getting Brand Data From Google
Robin Lord - Whatever You Do, Put Billboards in Manchester: Getting Brand Data From Google
Robin Lord - Whatever You Do, Put Billboards in Manchester: Getting Brand Data From Google
Robin Lord - Whatever You Do, Put Billboards in Manchester: Getting Brand Data From Google
Robin Lord - Whatever You Do, Put Billboards in Manchester: Getting Brand Data From Google
Robin Lord - Whatever You Do, Put Billboards in Manchester: Getting Brand Data From Google
Robin Lord - Whatever You Do, Put Billboards in Manchester: Getting Brand Data From Google
Robin Lord - Whatever You Do, Put Billboards in Manchester: Getting Brand Data From Google
Robin Lord - Whatever You Do, Put Billboards in Manchester: Getting Brand Data From Google
Robin Lord - Whatever You Do, Put Billboards in Manchester: Getting Brand Data From Google
Robin Lord - Whatever You Do, Put Billboards in Manchester: Getting Brand Data From Google
Robin Lord - Whatever You Do, Put Billboards in Manchester: Getting Brand Data From Google
Robin Lord - Whatever You Do, Put Billboards in Manchester: Getting Brand Data From Google
Robin Lord - Whatever You Do, Put Billboards in Manchester: Getting Brand Data From Google
Robin Lord - Whatever You Do, Put Billboards in Manchester: Getting Brand Data From Google
Robin Lord - Whatever You Do, Put Billboards in Manchester: Getting Brand Data From Google
Robin Lord - Whatever You Do, Put Billboards in Manchester: Getting Brand Data From Google
Robin Lord - Whatever You Do, Put Billboards in Manchester: Getting Brand Data From Google
Robin Lord - Whatever You Do, Put Billboards in Manchester: Getting Brand Data From Google
Robin Lord - Whatever You Do, Put Billboards in Manchester: Getting Brand Data From Google
Robin Lord - Whatever You Do, Put Billboards in Manchester: Getting Brand Data From Google
Robin Lord - Whatever You Do, Put Billboards in Manchester: Getting Brand Data From Google
Robin Lord - Whatever You Do, Put Billboards in Manchester: Getting Brand Data From Google
Robin Lord - Whatever You Do, Put Billboards in Manchester: Getting Brand Data From Google
Robin Lord - Whatever You Do, Put Billboards in Manchester: Getting Brand Data From Google
Robin Lord - Whatever You Do, Put Billboards in Manchester: Getting Brand Data From Google
Robin Lord - Whatever You Do, Put Billboards in Manchester: Getting Brand Data From Google
Robin Lord - Whatever You Do, Put Billboards in Manchester: Getting Brand Data From Google
Robin Lord - Whatever You Do, Put Billboards in Manchester: Getting Brand Data From Google
Robin Lord - Whatever You Do, Put Billboards in Manchester: Getting Brand Data From Google
Robin Lord - Whatever You Do, Put Billboards in Manchester: Getting Brand Data From Google
Robin Lord - Whatever You Do, Put Billboards in Manchester: Getting Brand Data From Google
Robin Lord - Whatever You Do, Put Billboards in Manchester: Getting Brand Data From Google
Robin Lord - Whatever You Do, Put Billboards in Manchester: Getting Brand Data From Google
Robin Lord - Whatever You Do, Put Billboards in Manchester: Getting Brand Data From Google
Robin Lord - Whatever You Do, Put Billboards in Manchester: Getting Brand Data From Google
Robin Lord - Whatever You Do, Put Billboards in Manchester: Getting Brand Data From Google
Robin Lord - Whatever You Do, Put Billboards in Manchester: Getting Brand Data From Google
Robin Lord - Whatever You Do, Put Billboards in Manchester: Getting Brand Data From Google
Robin Lord - Whatever You Do, Put Billboards in Manchester: Getting Brand Data From Google
Robin Lord - Whatever You Do, Put Billboards in Manchester: Getting Brand Data From Google
Robin Lord - Whatever You Do, Put Billboards in Manchester: Getting Brand Data From Google
Robin Lord - Whatever You Do, Put Billboards in Manchester: Getting Brand Data From Google
Robin Lord - Whatever You Do, Put Billboards in Manchester: Getting Brand Data From Google
Robin Lord - Whatever You Do, Put Billboards in Manchester: Getting Brand Data From Google
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Robin Lord - Whatever You Do, Put Billboards in Manchester: Getting Brand Data From Google

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"Whatever You Do, Put Billboards in Manchester: Getting Brand Data From Google"

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Robin Lord - Whatever You Do, Put Billboards in Manchester: Getting Brand Data From Google

  1. 1. We rely on it
  2. 2. One thing that every team contributes to
  3. 3. Open rate Click through rate Organic sessions Newspaper placements Impressions
  4. 4. Why aren’t we measuring it?
  5. 5. Why aren’t we responding to it?
  6. 6. 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
  7. 7. “You have bad brand awareness in Japan”
  8. 8. “Spend more on brand advertising”
  9. 9. “Master all relevant sales channels”
  10. 10. So what do we want?
  11. 11. Brand Interest
  12. 12. "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.
  13. 13. 1. Not self-reported
  14. 14. 1. Not self-reported 2. Competitor Comparison
  15. 15. 1. Not self-reported 2. Competitor Comparison 3. Product-specific
  16. 16. 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
  17. 17. I’m Feeling Worryingly DependentGoogle Search
  18. 18. Kanye West 140,000 monthly searches “Kanye West” 140K
  19. 19. “Taylor Swift” 298K
  20. 20. Keyword Search Volume Choose life 10 Choose a job 10 Choose a career 10 Choose a family ?
  21. 21. 1. Not self-reported 2. Competitor Comparison 3. Product-specific 4. Granular
  22. 22. How do I get this data?
  23. 23. Impressions
  24. 24. Impression share
  25. 25. 25%
  26. 26. “Mattresses”
  27. 27. 1,000 impressions
  28. 28. 50% impression share
  29. 29. 2,000 searches
  30. 30. Fashion data Brands; ● Asos ● Boohoo ● Debenhams ● Nasty Gal ● New Look ● Next ● Pretty Little Thing ● River Island
  31. 31. dresses”“
  32. 32. “ dresses”
  33. 33. dresses”“
  34. 34. maternity” “
  35. 35. bikini” “
  36. 36. heels” “
  37. 37. What did it cost?
  38. 38. 1p per keyword per day.
  39. 39. “maternity”
  40. 40. maternity clothing
  41. 41. maternity clothing
  42. 42. maternity clothing
  43. 43. Asos Maternity
  44. 44. Brand + Product
  45. 45. “{Brand} maternity”
  46. 46. maternity”“
  47. 47. Why aren’t we listing maternity products on Asos?
  48. 48. Device
  49. 49. Email list
  50. 50. Credit: euronews.com Location
  51. 51. Credit: euronews.com London
  52. 52. Glasgow
  53. 53. “plus-size” and “curve”
  54. 54. “{Brand} plus-size”
  55. 55. “{Brand} plus-size”
  56. 56. “{Brand} plus-size”
  57. 57. This Google Search
  58. 58. https://www.instagram.com/bexbexjones/ https://www.instagram.com/grassntitties/ https://www.instagram.com/jordynwithawhyyy/?hl=en
  59. 59. This Twitter Search
  60. 60. Feature Curve products in emails to Glasgow audience.
  61. 61. Feature Curve models in Glasgow adverts
  62. 62. £7.77
  63. 63. Scratching the surface
  64. 64. Email list
  65. 65. 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
  66. 66. Ad
  67. 67. How do I business?
  68. 68. BUY STUFF
  69. 69. 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
  70. 70. Steps
  71. 71. • 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
  72. 72. • 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
  73. 73. • 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
  74. 74. @robinlord8

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