Too often placed in the performance marketing silo, paid search has the potential to amplify all of your marketing efforts both digital (earned, owned, and shared) and traditional (TV, radio, events). Anvil's Paid Media Strategist, Pascal Inderabudhi (@pasc) walks through tactics and strategies to take your paid search strategy from being a role player to MVP, and shows how to use the channel to amplify your other marketing efforts through: Cross-channel research Keyword applications for social, radio, TV Targeting tactics for digital and traditional Creative messaging uses cross-channel If you're looking to beef up your digital paid media efforts, do not hesitate to contact Anvil today! www.anvilmedia.com

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Paid Search Full Court Press
Making Search the MVP of Your Digital Marketing Mix

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About Me
• Pascal Inderabudhi
• Paid Search Strategist at Anvil
• 4+ years Paid Media experience
• Industry experience across hospitality, retail, B2B,
e-comm, financial services, healthcare, more

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1. A defensive tactic where a
team covers opponents
throughout the court and not
just near their own basket
2. An instance of aggressive
pressure
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Make Paid Search Work Harder
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Most Points All-time Most Efficient All-time

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Paid Search Has Evolved
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Consumer Behavior Has Evolved
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Consumer Behavior Has Evolved
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Consumer Behavior Has Evolved
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Paid Search MVP
Integrating data cross-
channel to amplify your
marketing programs

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More Frequency
Wider Reach
Better Quality
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Paid Search MVP

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Make Paid Search Work Harder
Data capabilities
Data applications
Online
• Shopping
• Video
• Social
• Email
Offline
• TV and Radio
• Direct Response
• Creative
Messaging

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Audience Is Everything
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Remarketing
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Watch the Game Film
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Even Better Game Film
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Customer Match = Inside Info
— Upload a list of email
addresses, which can be
matched to signed-in users
on Google in a secure and
privacy-safe way.
— Limited to Search, Youtube,
and Gmail
— Essentially 1st-Party data
integration into AdWords’
Search
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Proper Tracking Using UTMs
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GA Audiences = Hypertargeting
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Putting Audiences into Practice
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Online Applications
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Search
— RLSAs
— Customer Match
— Ad Customizers
— AdWords Scripts
Applications:
— Target specific audience
with wider / top-funnel
keywords
— Customize creative based
on recency / sequencing
— Customize creative based
on external data
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Week Impr. Clicks CTR CPC Cost Conv. CPA CVR
Week 2 194,102 4,048 2.09% $0.86 $3,467.65 31 $111.86 0.77%
Week 1 217,594 3,783 1.74% $0.91 $3,456.75 15 $230.45 0.40%

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Shopping
Potential Audiences:
— Returning Visitors
— Shopping Cart Abandoners
— Past Buyers
— Past 30-days Visitors
Applications:
— Upsell/re-sell to current
customer base
— Capture comparison
shoppers
— Segment spend new versus
returning
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Video
— Youtube Remarketing Lists
— GA Remarketing Audiences
Applications:
— Increase top-of-funnel
frequency (repeat views from
the same audiences) and
relevancy (target high brand
affinity users) for delivery
— Drive users who have viewed
videos further down the
funnel through Search and
Display
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Social / Display
— Target specific social and display
campaigns users on search
— Incorporate social data layers into
search remarketing
— Repeat messaging and branding cross-
platform and device
Applications:
— Target widely on social incorporating
data layers unavailable on search
(occupation, interests, behaviors,
demographics, etc.)
— Define this audience in Google
Analytics based on Source / Medium /
Campaign
— Sequence messaging and landing
pages down the funnel to increase
relevancy to these audiences
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Email
— Customer Match
— RLSAs
— Bid modifiers and adjustments
Applications:
— Amplify email blast offerings with bid
mods /budget increase on featured
products or services
— Create audiences for engaged email
readership versus low-engagement
email opens to reach on Search and
Display
— Create audiences using Customer
Match to refine targets on Search
based on lists / automation sequences,
etc.
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Week Impr. Clicks CTR CPC Cost Tran. ROAS Rev.
Week 1 23,843 969 4.06% $0.40 $388.53 20 6.47 $2,512.32
Week 2 18,684 962 4.95% $0.40 $392.29 29 9.01 $2,408.46

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Offline Applications
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TV and Radio
H/T to @Kayla_Kirsch
— TV & Radio Log Times
— Ad scheduling
— Day Parting
— Non-brand bid adjustments
— Specific keyword targets
Applications
— Adjust specific search creative to
launch based on log times
— Implement day-parting bid modifiers
based on log times
— Amplify branded search coverage and
target higher-funnel related non-brand
terms
— Remarket based on specific URLs if
used
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Week Impr. Clicks CTR CPC Cost Conv. CPA CVR
Week 1 7,028 359 5.11% $9.61 $3,449.90 11 $313 3.06%
Week 2 8,463 304 3.60% $11.75 $3,572.92 20 $178 6.60%

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Direct Response
— RLSAs
— Narrow geo/radius targets
— Creative sequencing
Applications:
— Create audiences based on
unique/vanity URLs from mailers
— Narrow in geo-targets based on
mailers/zipcodes
— Mirror / continue messaging from
mailer to search for specific audiences
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Creative Messaging
— Align paid search messaging
with ongoing marketing
programs
— Add campaign specific brand
and non-brand keywords
— Include searchable keywords
into wider marketing
campaigns
— Sequence creative to
continue storylines for
branding campaigns
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Thank you!