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Looking Beyond Paid Search For Better Biddable Results

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The Specialist Works
The Specialist Works

Sam Vandermark, Associate Director - Digital at The Specialist Works, provides a quick overview on the current search landscape and changes in user search behaviour before delivering some key advice on other biddable channel execution to support bigger digital growth.

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Sam Vandermark THE SPECIALIST WORKS Looking Beyond Paid Search For Better Biddable Results @sammivandermark https://www.slideshare.net/thespecialistworks
Google don’t do search marketing anymore. #BrightonSEO @sammivandermark
SEARCH MARKETING #BrightonSEO @sammivandermark
Source: Statista #BrightonSEO @sammivandermark
#BrightonSEO @sammivandermark
Are you making the most of it? SEARCH DATA-DRIVEN
55 READY?
Changing behaviours BREAK OUT OF THE BUBBLE
WE’RE NOT LIKE “NORMAL” PEOPLE!
Female 30 - 55 ABC1 Likes candles
Affinities #BrightonSEO @sammivandermark
Be brave with audiences – you might be surprised DISCOVERY #BrightonSEO @sammivandermark PAGE LIFT COLGATE 374 ABSOLUT VODKA 271 GUINNESS 232 MINI 214 GUERLAIN 191 LISTERINE 186 WORLD COSPLAY SUMMIT 154
OPPORTUNITY John Freida BathStore 274 309 296 148
CONNECTIONS
55 Take a holistic view …and share insight
User completes view on premium publisher site pre-roll ad Retarget segment with CTA Facebook ad FB INTEREST OVERLAY
55 0:00… 5:00… 9:00… 13:00… 17:00… 21:00… 1:00… 5:00… 9:00… 13:00… 17:00… 21:00… 1:00… 5:00… 9:00… 13:00… 17:00… 21:00… 1:00… 5:00… 9:00… 13:00… 17:00… 21:00… 1:00… 5:00… 9:00… 13:00… 17:00… 21:00… 1:00… 5:00… 9:00… 13:00… 17:00… 21:00… 1:00… 6:00… 10:00… 14:00… 18:00… 22:00… 2:00… 6:00… 10:00… 14:00… 18:00… 22:00… ABC1Ads35+Impacts(000s) SearchQueries Hour Search Queries ABC1 Ads 35+ Impacts (000s) #BrightonSEO @sammivandermark
GET CLEVER (AND A BIT SNEAKY)
Deploy alternate creative to their audience on Facebook related to their recently advertised products… SHOP NEW SEASON
TIMING + CONTEXT + MESSAGE
55 INTEGRATE & AMPLIFY BE BRAVE & DISCOVER
55 samvandermark@thespecialistworks.com @sammivandermark THANK YOU!
Looking Beyond Paid Search For Better Biddable Results

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