Does it Blend? How to Get the Most Out of Your Cross-Channel Marketing Data - Audrey Bloemer

Does It Blend?
How To Get The Most Out Of Your Cross-Channel Marketing Data
October 10, 2018

© 2018 Seer Interactive • All Rights Reserved • Page 2
Hey!
I’m Audrey…
… and yes.
I’m an
obnoxious
Eagles Fan!
Last time I was
in Dallas..

Going Beyond the Search
Focusing on the Big Picture

Outline ways PPC Managers can enhance
campaign performance by leveraging resources
from all digital channels.
GOAL:

Your audience is not exclusive to Paid Search...

They’re offline...

They’re on their phones...

They’re in Philadelphia...

They’re in Dallas...

They’re looking for answers.

PPC

PPC
SEO
Social
Stores
TV
RadioAmazon

PPC
SEO
Social
Stores
TV
RadioAmazon
Geographic
location
Demographics
Weather Friends

One cohesive strategy

mul·ti·chan·nel
ˈməltēˌCHanl,ˈməltīˌCHanl/ adjective
practice by which companies interact
with customers via multiple channels,
both direct and indirect, in order to sell
them goods and services.

So when we are making PPC (or any business)
decisions…
we need to look at the whole picture

At Seer… we are living into a new approach we
call ‘Data Strategy’

Digital
Marketing
Sales
Team
Content
& Design
Teams
Traditional
Marketing
Product
Managers
Customers

Digital Marketers are Online Sales People

Putting it into Practice...

Sales Data
to Inform Paid Social and Paid Search
Strategies

Website Sales Data
Industry: eCommerce / Retail
Tactic: Using email addresses for
Social targeting → online
purchase history and shopping
behaviors to influence campaign
structure, budgets and ad
messaging.
Channels: Facebook, Instagram
Tools: Sales Data (w/ emails)
from CRM

“Current Customer” Targeting Examples:
● Purchased Last 0-12 Months
● Repeat Purchases Last 0-12 Months
Align Campaign Structure with Purchasing Behaviors to
Improve Results (CTR, CVR, Optimize Budgets)
“Acquisition by Email” Targeting Examples:
● Fashion Purchasers Last 13-24 months
● Non-Fashion Purchasers Last 13-24 mos
● Back-To-School Purchasers 2017

Improve Results (CTR, CVR, Optimize Budgets)
Performance Is Not
One Size Fits all…
“Current Customer” Targeting Examples:
● Purchased Last 0-12 Months
● Repeat Purchases Last 0-12 Months
“Acquisition by Email” Targeting Examples:
● Fashion Purchasers Last 13-24 months
● Non-Fashion Purchasers Last 13-24 mos
● Back-To-School Purchasers 2017

“Current Customer” Ad Examples:
● Focused on latest product release….
○ We know they are active shoe buyers
Inform Creative Messaging
“Acquisition by Email” Ad Examples:
● Focused on ‘lifestyle’ and outfits
○ Haven’t purchased in a while, looking
to inspire

How do we create consistency?
Know Email schedule and what they are seeing in their emails and what coupon code and hot brands...
Social Ad Email Blast

Offline Sales Data
Industry: B2B / SaaS
Tactic: Using offline Sales Data
to influence Paid Search
campaign structure and budgets
Channels: Paid Search
Tools: CRM (Salesforce) +
Microsoft PowerBI

Paid Search Cost Per Lead (CPL) by State

Remember:
Online Leads do not mean Sales (Revenue)

$413
Cost/Sale
$238
Cost/Sale
Paid Search Cost Per Sale (CPS) by State
Low
Sales

Using these Insights...
Dig in to:
● Campaign Budgets & Targeting
○ Drill into Cities
● Search Queries by Region
● Review Ad Copy and Landing Pages
● Interview Sales Reps
● Review Sales Rep Training / Processes
● Census Data
● Company Sizes

The Power of PowerBI is in the integrated
visuals to enhance analyses
1. Click on
State
2. Campaigns
auto update to
selected State
Data
3. Click on
Campaign & KW
auto update
selected

Bridge
Relationship
Editor
Relationships
(joins)
Relationships
(joins)
Output:

seerinteractive.com/blogyoutube.com/seerinteractive

Online Behavior
to Inform Paid Search, Video and Paid
Social Strategies

1
2
3
4
5
6
7

1
2
3
4
5
6
7
1 SERP, 7 Features

Search Engine Results Pages (SERP) can
inform keyword, copy and competitive
strategies

Understanding the entire search landscape...
Download
from STAT

Analyze SERP Features triggering on your Search
Terms
Download
from STAT
Shows what
position
Videos are
ranking
No Videos in Top 4 in January

Reviewing Performance Changes overtime
No Videos in Top 4 in January Videos in Top 4 in June

Increase in Video Search Results for your Search Terms
PPC Strategy: Prioritize PPC Keyword Coverage (Bids/Budget)
Digital Strategy: Video Optimization, Creation, Ads

Using these Insights...
“Seven in 10 B2B buyers watch a
video sometime during their buying
process. Use that to your
advantage, and send them a
customized video.”

“Questions about your prospect’s pain
points and objectives are closely tied to
a won deal.”

Maximize opportunity by understanding the
full SERP landscape...

Utilize “People Also Ask (PAA)” to influence
ads & landing page copy
Ads = Opportunity for
you to answer these
questions!

STAT pulls PAA and ranking domains across search
terms that we use to inform strategy
PPC Strategy: Update Ad Copy, Update Sitelinks, Ad Extensions, Landing Pages
Search Strategy: Update Meta-description

PPC informs SEO SEO updates
metadescriptions
+$16.7k
Monthly
Revenue
+69.62%
CTR

Saving Benjamins

What you need...
Organic Ranking
Data
PPC Search
Terms
Two Data Sets:
Three Reports
to Inform Strategy

NGrams
Report #1
KW Intent based on SEO Rankings
RankRank

http://guidetodatamining.com/ngramAnalyzer/
Ngrams help you quickly
ID themes for expansion
or efficiency optimization

Report #2
Keyword & URL Themes
Using Rankings & Search Terms

Report #3
Converting Search Terms + SEO Rank
Low SEO Rank
High PPC Converter
Opportunity to Optimize Page
(SEO)
High SEO Rank
Low PPC Converter
Opportunity to Improve Keyword
(PPC)

Looking beyond the SERP, leveraging onsite
data

Heat Map

“Hospice vs.
Palliative Care”

Google Analytics Top Page Report, Filtered by
Pageviews & Bounce Rates
Outdoor Kitchen
How to Clean Your Deck
Decks & Railings

The Process...
Review
Search
Terms
Review
Rank,
Result
Types
Review
Onsite
Behavior

Useful Tools to Start / Use the Data
Advanced ($)
● STAT Search Analytics
● SEMRush
● Conductor
● Moz
● Hot Jar
● Crazy Egg
Free
● Google Searches
● Google Search Console
● Google Analytics

Customer Sentiment
to Inform Paid Search and Paid Social
Strategies

Where to Find the Data...
Offline:
Customer Call Logs
Customer Interviews
Sales Reps Interviews
Online:
Search Queries
Online Forums
Customer Reviews
Google / HotJar Surveys
Dynamic Search campaigns

● Sales Rep Ride Alongs
● Customer Interviews
● Online Reviews

“offered in 5 counties”
“Experts in care”
Not Speaking to our
audiences
emotional needs.
“Best in hospice”
Before

“Focuses on comfort”
“We bring hospice to you,
Wherever you call home”
Addressing our
audience and their
emotions.
After

Launched New, Emotional Ad Copy

Launched New, Emotional Ad Copy
+70.5%
Higher
CTR

DATAMINER - Online Scraping
https://data-miner.io/
Buzzsumo - Find Most Shared Content and Influencers
buzzsumo.com/
Categorize Queries & Comments at Scale
TagCrowd
Online NGram Analyzer
MeaningCloud - Extract Meaning from Content
meaningcloud.com/

Audience Insights
To build targeting and understand intent

The Power of Affinity Audiences
The Affinity Audience has
accounted for all Career Lead
Completions and Calls
(compared to in-market)

Homepage Visitors
Audience Insights Report

Audience Insights Report | Digging Deeper
Converters

Before

After
+5%
CVR

Understanding How Facebook Influences Search
Marketing...

Use data to determine
marketing budgets, prove
value of Social, create full
funnel strategy

Sprout Social - Social management, advocacy, analytics
sproutsocial.com
Creative Monitoring Online
Moat.com
Adespresso
Facebook.com
Audience Insights
Facebook
Google Ads
Google Analytics

To Sum it all up...

We all win...
When we work together

Does it Blend? How to Get the Most Out of Your Cross-Channel Marketing Data - Audrey Bloemer

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