The document discusses the importance of 'micro-moments' in paid search marketing, highlighting the need for brands to deliver the right message at the right time based on consumer intent. It outlines four main types of intention moments: 'I want to know', 'I want to do', 'I want to go', and 'I want to buy', emphasizing the value of understanding customer needs and leveraging data for effective marketing strategies. Additionally, it covers how to optimize campaigns through various intent analyses and the significance of remarketing to drive purchases and loyalty.

1. ATTENTION SUMMIT APRIL 2016
TURBO CHARGE PAID SEARCH

2. TURBO CHARGE
PAID SEARCH??
@suzana_bulearca

3. • BACK TO MARKETING
• MICRO MOMENTS
• CUSTOMER JOURNEY MAPPING
• THE NEW SEARCH
• MICRO MOMENT POSSIBILITIES IN PAID SEARCH
• INTENT ANALYSIS – SEMANTIC
• INTENT ANALYSIS – CONTEXT
• INTENT ANALYSIS – PAST BEHAVIOUR
• INTENT ANALYSIS - MORE MOMENTS
• YOUR EUREKA MOMENT
TODAY

4. You
BACK TO MARKETING
YOU + AUDIENCE + THE RIGHT MOMENT = EXCHANGE OF VALUE
PERCEIVED NEED/
PERCEIVED VALUE
Target
Audience

5. (personal)
micro
moments
intent/
needs
immediacy
audience
context
THE MICRO-MOMENTS
MOMENT MARKETING IS THE #1 TREND OF 2016*
*Deloitte Digital and WARC, Digital Toolkit 2016
The use of data and
tech to identify brief
opportunities to put
the right message in
front of the right
consumer

6. FOUR KEY INTENTION MOMENTS
GOOGLE
‘I WANT TO
KNOW’
MOMENTS
‘I WANT TO
DO’
MOMENTS
‘I WANT TO
GO’
MOMENTS
‘I WANT TO
BUY’
MOMENTS
66% of
smartphone users
turn to their
smartphones to
learn more about
something they saw
in a TV ad. 1
Searches related
to ‘how to’ on You
Tube are growing
70% year-on-
year. 3
‘Near me’ searches
have grown 2Xin
the past year. 2
82%of
smartphone users
consult their
phone while in a
store. 4
1. Google Consumer Surveys, US May 2015
2. Google Trends, US March 2015
3. Google Data, US, Q1 2015 vs. 2014
4. Consumers in the Micro-Moment, Google/Ipsos, US, March 2015

7. OPTIMISE
ACROSS THE
JOURNEY
USE CONTEXT
TO DELIVER
RIGHT EXP.
UNDERSTAND
CUSTOMER
NEEDS
MEASURE
MICRO
MOMENTS
DEFINE THE MOMENT
CUSTOMER JOURNEY PLANNING
MAKE A
MOMENTS
MAP

8. WHY DOES PAID SEARCH CARE
ABOUT AUDIENCE & MOMENTS?

9. UNIFICATION OF SERPS
MAKING SMART BIDDING EVEN MORE IMPORTANT, ESPECIALLY ON BUDGET ACTIVITIES

10. FROM SEARCHES TO SEARCHERS
PREDICTIVE SEARCH IS CLOSER THAN WE EXPECT

11. MICRO-MOMENT POSSIBILITIES IN
PAID SEARCH

12. NAVIGATIONAL INFORMATIONAL COMMERCIAL-
INVESTIGATION
TRANSACTIONAL
Reach a site Research Discriminate Action
‘trainline app’/ ‘adido
website’/ ‘Lloyds bank
login’
‘actor who played
wolverine’/ ‘weather in
Bournemouth’/ ‘how to
choose a ppc agency’/
‘best DSLR camera’/ ‘credit
cards’
‘Nikon D810 reviews’/
‘adido vs. thinking juice’/
‘difference between plastic
and metal gutters’/
‘get insurance quote’/
‘apply for credit card’/ ‘buy
76mm gutters online’/
‘nearby Greek restaurant’/
‘contact adido’
Competitor hijack Offer value/ enter the
consideration set
Sway purchase decision Achieve final (or highest
online value) objective
Get ancillary or
investigatory traffic
Alternative conversions Higher value alternative
conversions
Paid search/ paid
promotion
Organic search/ paid
promotion/ paid search
Paid search Paid search
Low-mid value Mid value Mid-high value High value
Dependent on brand High volume Mid volume Low-mid volume
Low cost/ penalties High cost Mid-high cost Mid cost
INTENT ANALYSIS - SEMANTICS
ALL CLICKS ARE NOT EQUAL

13. KEYWORDS VS. SEARCH QUERIES
WHAT YOU BID ON IS NOT ALWAYS WHAT PEOPLE SEARCH FOR

14. ACCOUNT GRANULARITY
PRIORITISATION, RELEVANCE, CUSTOMISATION

15. CAMPAIGN PAIRING
NUDGE INTENT/ SQUEEZE MORE INTENT

16. ALTERNATIVE CONVERSIONS & ATTRIBUTION
UNDERSTAND THE HIDDEN VALUE OF LOW INTENT QUERIES

17. INTENT ANALYSIS - CONTEXT
I WANT TO GO, I WANT IT NOW, I WANT IT HERE

18. INTENT ANALYSIS - CONTEXT
MAXIMISE SHARE OF INTENT, NOT SHARE OF EVERYTHING

19. INTENT ANALYSIS – PAST BEHAVIOUR
FROM SEARCHES TO SEARCHERS

20. INTENT ANALYSIS – PAST BEHAVIOUR
REMARKETING FOR SEARCH/ CUSTOMER MATCH
CUSTOMER MATCH
• Create & target (or exclude)
first party user lists by
uploading email addresses
REMARKETING LISTS FOR
SEARCH ADS
• Tailor search campaigns based
on whether a user has
previously visited the site/ app
and what actions they have
taken there

21. • Bid on more generic terms/ DSA campaigns
• Competitor bidding
• Brand bidding to new searchers only
• Exclude converted users from your campaign
• Model bids on perceived value
• Tailor messages & landing pages to upsell, cross sell
or re-engage
RLSA/ CUSTOMER MATCH
UTILISATION
Generate Awareness
Influence Consideration
Drive Purchases
Increase Loyalty
OBJECTIVES

22. • The impact on bottom line from RLSA is significant,
especially in markets where multiple browsing and
longer conversion journeys are the norm (increasing
for most industries)
• CPAs can be 3X lower on previous visitors
• List size will be impacted by the level of segmentation
• Map your site journeys first and identify the best
potential cohorts
RLSA
PERFORMANCE

23. Right time marketing. If delivered at the optimal
moment, it can feel like real time.
Model bidding/ manage ads based on:
• Certain programmes airing on TV
• Competitors/ you/ partners advertise on TV
• Changes in weather conditions
• Live events
• Stock market performance
• Inventory changes
• Delays
• CRM data
INTENT ANALYSIS
MORE MOMENTS

24. DEFINE THE MOMENT
WHICH MOMENTS CAN’T YOU LOSE? WHERE DO YOU TACKLE EACH MOMENT?
5 videos 34
searches
380 web
page visits
87% of
mobile
searches
419 digital
moments
APR JUNEMAY

25. YOUR EUREKA MOMENT

26. EXPLORE. CAPTIVATE.CREATE.
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