![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](https://image.slidesharecdn.com/1415track2richardson-171031230305/85/1415-track-2-richardson-43-320.jpg)
![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](https://image.slidesharecdn.com/1415track2richardson-171031230305/85/1415-track-2-richardson-44-320.jpg)
![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](https://image.slidesharecdn.com/1415track2richardson-171031230305/85/1415-track-2-richardson-45-320.jpg)
![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](https://image.slidesharecdn.com/1415track2richardson-171031230305/85/1415-track-2-richardson-46-320.jpg)
![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](https://image.slidesharecdn.com/1415track2richardson-171031230305/85/1415-track-2-richardson-47-320.jpg)
Uploaded byRising Media, Inc.
1415 track 2 richardson
This document provides an overview of topics from an eMetrics Summit presentation on making yourself indispensable to your search marketing team. It discusses viewability and campaign types in display advertising, targeting and ad types in social media, redirects and URLs in SEO, and match types, cannibalization, and complementarity in paid search. It also describes the presenter's company's approach to training through a generalist model and emphasizing emotional intelligence.
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1415 track 2 richardson
- 1. Make Yourself Indispensableto Your Search Marketing Team eMetrics Summit NY – October 31, 2017 img source: huffingtonpost.com
- 2. Agenda Display • Viewability, Campaigntypes & 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. Agenda Display • Viewability, Campaigntypes & 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. Viewability Giving Publishers GreyHair Since 2014 Performance Display img source: marketingmag.ca
- 5. Viewability Greater than or equalto 50% of pixels in view for at least one second img source: stateofdigital.com Performance Display
- 6. Viewability – Video 2continuous seconds of the ad played while still meeting 50% pixel requirements img source: marketingland.com Performance Display
- 7. So how doI 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. Use frequency combinedwith viewability to find opportunity Performance Display
- 9. Campaign Performance Different Campaigns,Different Measurement, Different Goals Performance Display img source: primosolutionsllc.com
- 10. Measuring marketing objectives againstdifferent 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. Measuring Lift How doI 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. 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. Measuring Lift Intent-to-treat: Ignoreall 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. img source: webpacman.com MeasuringLift 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.
- 16. Cross-Channel Impact Does displayhave an impact on the performance of other marketing channels or vice- versa? Performance Display Photo by Austin Chan on Unsplash
- 17. Cross-Channel Impact Moving AwayFrom Last Click Performance Display
- 18. Cross-Channel Impact Some Findingsfrom 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. Cross-Channel Impact The Display-SearchConnection Performance Display x% Increase In Branded Search Impressions Perform Geo Experiment Hypothesis: Display push drives incremental brand search lift
- 20. Agenda Display • Viewability, Campaigntypes & 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. Paid Social Targeting Facebook and Instagramcan target off of metrics found in Google Analytics – demographic, location, interests img source: facebook.com
- 22. What do youwant to promote? Websites, pages, apps, places Paid Social img source: adespresso.com
- 23. What do youwant to promote? Websites, pages, apps, places Paid Social img source: adespresso.com
- 24. What do youwant to promote? Websites, pages, apps, places Paid Social img source: adespresso.com
- 25. Paid Social Right Rail Oncethe persona non grata of the Facebook ad family, the right rail ad is making a comeback img source: giphy.com
- 26. Paid Social Photo byIgor Ovsyannykov on Unsplash Analyze Ad Copy AdEspresso analyzed nearly 40k Facebook ads and found some interesting results
- 27. Analyze Ad Copy AdEspressoanalyzed nearly 40k Facebook ads and found some interesting results Paid Social AD TEXT AD HEADLINE LINK DESCRIPTION
- 28. source: https://adespresso.com/blog/we-analyzed-37259-facebook-ads-and-heres-what-we-learned/ •The mostpopular 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. Photo by EricMichael on Unsplash Paid Social Engagement Engagement on social media might not matter for your brand success
- 30. Agenda Display • Viewability, Campaigntypes & 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. Redirects 301 vs. 302 Serverside vs. Browser SEO Photo by Jamie Street on Unsplash
- 32.
- 33.
- 34. Photo by imgixon Unsplash img source: cbronline.com & amazon.com SEO
- 35. URL’s From the old… SEO Photoby John-Paul Joseph Henry on Unsplash
- 36. URL’s …to the new SEO imgsource: businessinsider.com
- 37.
- 38. Views How many ofyou have separate views for blog, support, other subdomains? SEO
- 39. NotSetNotSetNotSet Organic is alreadyat a data disadvantage by missing keywords img source: marketingmag.ca SEO
- 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. Agenda Display • Viewability, Campaigntypes & 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. Photo by JamieStreet on Unsplash Let’s talk about MATCH TYPES Paid Search
- 43. Photo by JamieStreet 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. Photo by JamieStreet 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. Photo by JamieStreet 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. Photo by JamieStreet 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. Photo by JamieStreet 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. Keyword Cannibalization Keyword cannibalizationis when pages on your site compete for the same keywords img source: searchenginejournal.com Paid Search
- 49. Email Cannibalization Your fantasticmarketing automation campaigns can sometimes cannibalize from SEO and Paid Search – but is this bad? Yes? No? Paid Search
- 50. Cannibalization of SEO byPaid Search (and vice- versa) This isn’t true based on research and anecdotal evidence img source: google.com Paid Search bit.ly/SEOSEMIncremental
- 51. I was not awareof your brand img source: youtube.com Paid Search
- 52.
- 53. •Is there apage 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. source: https://adespresso.com/blog/we-analyzed-37259-facebook-ads-and-heres-what-we-learned/ •If youfind 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. Agenda Display • Viewability, Campaigntypes & 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. Elite Academy Our onestop shop for every aspect of training
- 57. How we doit Macro training Photo by Douglas Williams on Unsplash
- 58. How we doit Micro training Photo by Chetan Menaria on Unsplash
- 59. Marketing Analytics TechnicalAnalytics 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. Photo by MIPHAM on Unsplash
- 61. Photo by VladTchompalov on Unsplash
- 62. Photo by CristianNewman on Unsplash
- 64.