Art and science of data in search campaigns smx15
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The evolution of advertising technology has given us the ability to utilize data as never before. Using search and social data to better understand the consumer mindset, motivations and affinities. The best performing ads are about more than ad copy – they’re a blend of art and science. “big data” coupled with relentless testing so that they intuitively speak to the target audience based on their interest and intent. It’s so commonplace now that we make jokes about it. But, people weren’t as willing to laugh about the sharing of their personal information just a few years ago. Now, with the prevalence of Facebook, Instagram and social media, we’ve become a creator-culture. We like to share our thoughts and experiences broadly. A high Instagram follower count is a badge of honor. We’ve come a long way in a relatively short period of time. Process, technology, buy-in and trust have all been built. But having access to this data comes with great responsibility. It is up to us as marketers to use the data, tech and hard-earned trust, to create meaningful experiences for consumers that also drive incremental business results. It is the responsibility of the marketer and the expectation of the consumer. And when it’s done well, everyone wins.
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- 1. #SMX #22C2 @SEMSage (Nancy Adzentoivich) Nancy Adzentoivich, Resolution Media The Art and Science of Big Data in Search Campaigns
- 2. #SMX #22C2 @SEMSage (Nancy Adzentoivich)
- 3. #SMX #22C2 @SEMSage (Nancy Adzentoivich)
- 4. #SMX #22C2 @SEMSage (Nancy Adzentoivich)
- 5. #SMX #22C2 @SEMSage (Nancy Adzentoivich)
- 6. #SMX #22C2 @SEMSage (Nancy Adzentoivich) Consumers are worried about our use of data, but they’re pissed if I don’t deliver relevance…How am I supposed to deliver relevance and magically deliver what they want if I don’t look at the data? - Julie Bernard, VP, Customer Strategy
- 7. #SMX #22C2 @SEMSage (Nancy Adzentoivich) The findings point to the need for retailers to provide “hyper-relevant” shopping experiences that deliver value to the consumer in real time throughout the shopping lifecycle. Hyper-relevance comes with the ability to dynamically compare real-time customer information with historical data, and the resulting insights allow retailers to improve operations and the customer experience. At stake, according to our research, is an estimated profit improvement of 15.6 percent for an illustrative $20 billion retailer that builds agile business processes for turning these insights into value. - Blair Christie, SVP From the Cisco Smarter Retail Study, January 2015
- 8. #SMX #22C2 @SEMSage (Nancy Adzentoivich) 1. Brand Equity = Trust 2. Customer Centricity = Relevance 3. Strategy based on Motivation = Value Basic Marketing 101 Persists… How you connect on the SERP matters. Every. Single. Time.
- 9. #SMX #22C2 @SEMSage (Nancy Adzentoivich) 1. Information Overload 2. People Buy a Feeling 3. Existing Customers are Pure Gold 4. Creativity is King 5. Strategy 5 Principles That Will (probably) Never Change 1. Be relevant – message, place, time 2. Create custom experiences 3. Show gratitude 4. Be interesting and delightful 5. Know your audience
- 10. #SMX #22C2 @SEMSage (Nancy Adzentoivich) 110% increase in ROI 30% decrease in CPA Business Results Are Tangible Source: Kenshoo Insight Driven Audiences retail case study
- 11. #SMX #22C2 @SEMSage (Nancy Adzentoivich)
- 12. #SMX #22C2 @SEMSage (Nancy Adzentoivich)
- 13. #SMX #22C2 @SEMSage (Nancy Adzentoivich)
- 14. #SMX #22C2 @SEMSage (Nancy Adzentoivich)
- 15. #SMX #22C2 @SEMSage (Nancy Adzentoivich) New products Shopping cart Priority initiatives Sale items Measure, Optimize, Test, Repeat Keywords + Ad Copy + Landing Page Keywords + Ad Copy + Landing Page Keywords + Ad Copy + Landing Page
- 16. #SMX #22C2 @SEMSage (Nancy Adzentoivich)
- 17. #SMX #22C2 @SEMSage (Nancy Adzentoivich) Data, Tools, and Tech (a very small sample)
- 18. #SMX #22C2 @SEMSage (Nancy Adzentoivich) DMPSearch / Social 3rd Party / Panel / Cookie Analytics and Insights Strategy Creative and Content CRM / 1st Party SEM Social Display SEO CRM
- 19. #SMX #22C2 @SEMSage (Nancy Adzentoivich) 1. Relevant content 2. Relevant context 3. Sequential 4. Real-time 5. Always testing 6. Always learning 7. Automation 8. At scale Audience Centric Search Must Haves
- 20. #SMX #22C2 @SEMSage (Nancy Adzentoivich) 1. Staying on brand 2. Privacy 3. Automation Biggest Challenges
- 21. #SMX #22C2 @SEMSage (Nancy Adzentoivich)
- 22. #SMX #22C2 @SEMSage (Nancy Adzentoivich) THANK YOU! Join us @SMX East NEW YORK CITY Sept. 29th – Oct. 1st 2015
Editor's Notes
- Why I believe: The evolution of advertising technology has given us the ability to utilize data as never before. Using search and social data to better understand the consumer mindset, motivations and affinities. The best performing ads are about more than ad copy – they’re a blend of art and science. “big data” coupled with relentless testing so that they intuitively speak to the target audience based on their interest and intent. It’s so commonplace now that we make jokes about it. But, people weren’t as willing to laugh about the sharing of their personal information just a few years ago. Now, with the prevalence of Facebook, Instagram and social media, we’ve become a creator-culture. We like to share our thoughts and experiences broadly. A high Instagram follower count is a badge of honor. We’ve come a long way in a relatively short period of time. Process, technology, buy-in and trust have all been built. But having access to this data comes with great responsibility. It is up to us as marketers to use the data, tech and hard-earned trust, to create meaningful experiences for consumers that also drive incremental business results. It is the responsibility of the marketer and the expectation of the consumer. And when it’s done well, everyone wins.
- You, the advertiser or the SEMer, you are the ship’s captain. You decide where your customer, the consumer, the searcher…these women, are headed. They are trusting that when they are searching for something, for some direction, that you are going to take them where they want to go. They EXPECT that you will know something about them before they even meet you….before they get on your ship and let you take them on a journey…it’s really the purchase journey, or the shopper journey, only it’s not linear anymore, and the consumer has more options around how to engage with your brand and your message than ever before. They’re giving you all of the information you need to get it right. From this picture you can infer a few things right off the bat – they are women, they are Caucasian, they are over 60 years old, they’ve done this before (repeat customer, or with one of your competitors), they are organized (see those envelopes…), they have a sense of adventure…..
- At the same time, these people also expect that you know what they are looking for, what matters to them. They’re getting onboard and are waiting for you to take them seamlessly to their destination – an ecommerce experience, directions to the local pizza place, information on the latest allergy medicine….you’ve got to know something about them before you start talking to them…we say that a picture is worth a thousand words, and if that’s true, than data is worth a million words…or more! If you could gain an understanding of the people in these two photographs from looking at data, as well as you do now after looking at these photos for 2 minutes, how would you target and speak to them differently? What are the different brand values you would call out? Special offers or product features? Because, if you don’t know, if you don’t get it right the first time, the second time, and every time they encounter your brand in search or social, or even display through retargeting and email through your CRM program, you are going to end up with something like this…
- And nobody wants to be forgotten, run aground, rusting away somewhere while the competition whisks away your customers on a beautiful journey, meeting them at every step along the way with a relevant message, leading to a meaningful engagement, a higher profit margin, and increased lifetime value…..nobody wants to be this guy. It’s a story. As marketers, we weave the story together, in a meaningful way. In the end, if executed with a combination of art and science, it will be memorable. Consumers will want to be a part of your story because you’ve made yourself a part of theirs.
- Big brands understand this need to build a meaningful relationship online, but struggle with the “how”.
- The path to purchase, or the funnel, is no longer a linear consumer experience. Whether you are a retailer, a bank, or a hotel chain, the consumer experience of your brand is multi-channel and cross device. And each person’s experience is unique, based on how they choose to engage with media on a daily and hourly basis. They are trusting us to get it right the first time. Nobody wants to search twice…..The cool part is that they are telling you exactly how to speak to them. How to engage with them in a meaningful way. They are telling you how they want to shop, buy your product or service or learn about what you have to offer. They are letting you take a look into their decision-making process up until the point that you miss a signal and drop out of their consideration set. Adapt not only your message on the SERP or FB/Twitter/LI…..but your strategy.
- Even in this advanced age of consumer and advertising technology, there are basic principles of marketing that ring true. Understanding these principles and then building strategy around them in a creative way, backed by data, is what makes for a compelling and profitable Search campaign experience. Think about the trust factor. How have you built your brand? What is your unique value proposition? How have you built trust with your customer and how can you use data and insights to build trust with new customers? Because, at the end of the day it isn’t the data, but the insight, the action that you take, that makes this work. That’s the art.
- These should be reflected in your keyword/ad copy/landing page combinations, as well as your bidding strategies. Testing is super important to understand if you are meeting these challenges. We have the data. It is our responsibility to use it wisely to the benefit of both the advertiser and the customer.
- SO, back to our ship’s captain analogy….you can also think of yourself, the marketer or brand, as the lighthouse. Helping the consumer cut through the clutter and all of the content and information overload, leading them to the one perfect solution to whatever it is they are trying to solve for – YOUR PRODUCT or SERVICE! It is your job to make it easy for them, that is what we all expect these days. And if we don’t do that, consumers will stop allowing us to use all of this amazing data. If we aren’t responsible, if we aren’t relevant, offering a customized experience, thanking them for their business if they’re already a customer (with promotions, etc.), and showing them something interesting that makes their day a little bit better in some way, we lose. We lose the sale. We lose the new customer. We lose competitive marketshare.
- Search data Social listening CRM data Leveraged for RLSAs – Remarketing Lists for Search Ads – ROAS increased 20% Facebook WCA – Website Custom Audiences – 413% Increase in ROAS
- 1st – original search for women’s jeans. Ad in low position on the right rail. Clicked through, put item in basket and then abandoned site 2nd – searched again for women’s jeans. Ad in 1st position with promotional offer in headline. >clicked through, purchased jeans
- Free shipping offer in my facebook feed – similar item featured to the one I put in my cart
- Pixel your web site – choose strategic places/pages Collect data and create customer segments Build relevant keyword lists – brand and non-brand Create segment-specific ad copy > Align messaging, knowing that they have already visited the site Provide additional incentive Re-message and develop a product recommendation Shopping cart abandoners
- Major cable TV/Internet/VOIP provider > using Adobe Target and access to client CRM data > determine owner-based strategy (Cable/internet/phone), and then cross-sell/upsell products. Google Dynamic Search Ads > Drop pixel/cookie for insight to product searches, in RLSA serve same product plus offer > CTR+++
- Doubleclick for Audiences Marin + Bluekai Oracle acquired Bluekai AK + OMG = DMP
- Data scientists/analysts should be working with the search team from the planning stage. Use data to help you create segments and build a smart campaign architecture with the consumer at the center. Think like a marketer.
- For big brands especially, can be difficult to be clever or creative Adhere to all privacy guidelines, remember that this comes with a great responsibility Automation can look and feel robotic – we know people buy a feeling and bad templates and poor automation can destroy a good thing
- Final analogy, your search strategy is like the tug boat, the audience is on the ship…..pull/push them in the right direction and they will stay with you until you get them where you want them to go. Every time they come back, every time they want or need what you have, they will look to you as a trusted partner/company/brand. It’s the trust that counts. Run them ashore and they will not trust you again. It’s your story and your best customers are telling you how they want to hear it. Listen to them and create something magical. Grow your business, revenue, profit, marketshare……through the artful use of data science on the SERP.