Christi Olson is a Search Evangelist at Bing who discusses how search is evolving from query-based searches on desktops to personalized searches across multiple devices using technologies like Cortana, Siri and Alexa. Bing research shows search plays an important role across all stages of a customer's decision journey. The document also discusses how search is becoming more predictive, personalized and proactive through artificial intelligence and how this benefits advertisers on Bing.
Digital Dealer Workshop North East: Cherry Hill, NJ
Traditional paid search as we know is changing. Keywords and Match Types are still a part of paid search, but they are giving way to how they are used in conjunction with audiences and attribution models. Learn more about how audience marketing and attribution models impact your Bing and Google Paid Search Campaigns, how you can be using re-marketing and RLSA to make your search and digital marketing campaigns more targeted, and about different digital marketing attribution models and how they will be impacting your marketing.
This document discusses strategies for building trust and revenue through first-party data and conversion experiences. It emphasizes understanding audiences, message mapping creative experiences across channels, and using email captures from paid media to nurture prospects. The goal is to craft mobile-optimized experiences that engage prospects throughout their buying journey and earn recurring business through quality customer relationships.
Digital Marketing Depot - Personalized Local Content: Frightful or Insightful?Rio SEO
In this webinar Mary Bowling of Ignitor Digital, Brandon Fleming of Protection1/ADT and Cynthia Sener of Rio SEO provide best practices and insights into how brands can connect with local consumers through more personalized, meaningful website content. Learn how to make your website more accessible to search engines, and how to take your SEO to even higher performance levels with Consumer Generated Content.
Rio SEO Webinar: Local SEO Strategies to Capitalize on Voice SearchRio SEO
In this webinar Sophia Elson of MindMeld, Steve Beatty of iProspect and Tyler Ludwig of Rio SEO explore the growth of voice search and provide marketers with local SEO best practices to capitalize on the voice search opportunity. Learn the nuances of voice search keywords and phrases, on-page content strategies to optimize for voice search and more.
Sally's talk showcases how SEO's can work in a more succinct way to deliver stronger online marketing strategies and how to incorporate user psychology for a powerful approach that delivers results.
Exploring how to use audience data, and striking the right balance between SEO and psychology, Sally’s talk delves deeper into the countless benefits of having a robust strategy that includes both, and what can happen when you truly understand your audience.
This document summarizes a presentation about conversion rate optimization hacks that can yield 3-5x improvements. It discusses 5 hacks: 1) Eliminating landing pages by using call extensions, 2) Eliminating landing pages using new ad formats, 3) Making site visitors more likely to convert by using new ad experiences, customizers, and similar audiences, 4) Converting abandoners using remarketing, and 5) Changing sign-up flows. The presentation emphasizes that bigger changes are needed to produce bigger conversion rate improvements, and the goal should be unicorn-level conversion rates rather than average rates.
Digital Dealer Workshop North East: Cherry Hill, NJ
Traditional paid search as we know is changing. Keywords and Match Types are still a part of paid search, but they are giving way to how they are used in conjunction with audiences and attribution models. Learn more about how audience marketing and attribution models impact your Bing and Google Paid Search Campaigns, how you can be using re-marketing and RLSA to make your search and digital marketing campaigns more targeted, and about different digital marketing attribution models and how they will be impacting your marketing.
This document discusses strategies for building trust and revenue through first-party data and conversion experiences. It emphasizes understanding audiences, message mapping creative experiences across channels, and using email captures from paid media to nurture prospects. The goal is to craft mobile-optimized experiences that engage prospects throughout their buying journey and earn recurring business through quality customer relationships.
Digital Marketing Depot - Personalized Local Content: Frightful or Insightful?Rio SEO
In this webinar Mary Bowling of Ignitor Digital, Brandon Fleming of Protection1/ADT and Cynthia Sener of Rio SEO provide best practices and insights into how brands can connect with local consumers through more personalized, meaningful website content. Learn how to make your website more accessible to search engines, and how to take your SEO to even higher performance levels with Consumer Generated Content.
Rio SEO Webinar: Local SEO Strategies to Capitalize on Voice SearchRio SEO
In this webinar Sophia Elson of MindMeld, Steve Beatty of iProspect and Tyler Ludwig of Rio SEO explore the growth of voice search and provide marketers with local SEO best practices to capitalize on the voice search opportunity. Learn the nuances of voice search keywords and phrases, on-page content strategies to optimize for voice search and more.
Sally's talk showcases how SEO's can work in a more succinct way to deliver stronger online marketing strategies and how to incorporate user psychology for a powerful approach that delivers results.
Exploring how to use audience data, and striking the right balance between SEO and psychology, Sally’s talk delves deeper into the countless benefits of having a robust strategy that includes both, and what can happen when you truly understand your audience.
This document summarizes a presentation about conversion rate optimization hacks that can yield 3-5x improvements. It discusses 5 hacks: 1) Eliminating landing pages by using call extensions, 2) Eliminating landing pages using new ad formats, 3) Making site visitors more likely to convert by using new ad experiences, customizers, and similar audiences, 4) Converting abandoners using remarketing, and 5) Changing sign-up flows. The presentation emphasizes that bigger changes are needed to produce bigger conversion rate improvements, and the goal should be unicorn-level conversion rates rather than average rates.
The document discusses the benefits of using search engine marketing (SEM) for automotive advertising. It recommends a three-pronged attack using paid search, digital advertising networks, and audio ads on Google. SEM is effective because car shoppers use search engines more than other media when researching dealerships. Properly targeted paid search campaigns can generate leads at low costs. Digital networks also allow behavioral targeting of local audiences. Audio ads on Google provide broad local reach in a cost-effective manner. When used together, these SEM tactics can significantly increase dealership leads and sales while reducing overall advertising costs.
The document discusses building and defining a brand through a 7 step process: 1) create, 2) define, 3) diligence, 4) share, 5) integrate, 6) invest, and 7) measure. It emphasizes that building a strong brand requires committing to investing in awareness, customer loyalty, and measuring the brand over time. A brand must be engineered and alive in order to reside in people's hearts and minds as an intangible asset that drives revenue.
This document outlines Samantha Noble's presentation on dominating the paid media universe. It discusses how Google's advertising revenue has increased exponentially and how advertisers now have more options for paid media like display, search, YouTube, and more. It frames the different stages of the customer journey as "galaxies" for awareness, consideration, preference, purchase, loyalty, and advocacy. For each galaxy, it provides examples of paid media options to target customers at each stage. It emphasizes the importance of attribution to understand what paid channels are most effective.
From Click Consult's Benchmark Search Conference 2015, Bridgewater Hall, 30th June. Presented by Colin Woon, O2 UK, @colindwoon - Beyond fundamentals in SEO for large corporates. #benchmarksearchconf
From Click Consult's Benchmark Search Conference 2015, Bridgewater Hall, 30th June. Presented by James Wilsdon, Vodafone, @nickwilsdon - Understanding The Mobile SEO Opportunity. #benchmarksearchconf
This document discusses strategies for reaching "in-market shoppers" or "recession shoppers" online. It recommends (1) being present across online and offline channels to greet customers, (2) understanding market trends and customer interests through analytics, and (3) optimizing websites and ads using testing and data to ensure maximum relevance for each individual visitor. Case studies and data from Google tools are presented to illustrate how to implement these recommendations successfully.
Understanding The Power of Dynamic Search Ads Cat Birch
This document discusses how advertisers can use dynamic and adaptive advertising techniques to better target users. It provides examples of how location, demographic and remarketing data can be used to dynamically update ad copy. Key recommendations include using tools like dynamic search ads, remarketing lists for search ads, and IF function ads to tailor messages to different audiences. Countdown ads and customisers are also discussed as ways to make ads more relevant and trigger responses from users.
The world's biggest businesses go into forensic detail in their branding strategies. And yet, their landing pages show no sign of these carefully crafted brand voices.
As we move into a more sophisticated era of search, simply stringing keywords together with a few prepositions will no longer suffice.
With voice and visual search on the rise, the SEO industry is in danger of being left behind in the content space. The branding specialists will take over if we don't up our game.
Why Car Dealers Should Choose Display Advertising Versus Paid Search AdvertisingRalph Paglia
Paid search advertising will not replace display advertising because:
1) Paid search inventory is limited to small pools of keywords relevant to few advertisers, while display advertising reaches thousands more brands.
2) Large advertisers require reaching customers at every stage of the purchase funnel, from awareness to purchase, and paid search only addresses later stages.
3) Most advertiser budgets are too large to allocate solely to paid search given its limited inventory. Display advertising allows spreading spending across many more brands and platforms.
Jeremy Anspach: How to Maximize Inventory Conversion from Search to ShowroomSean Bradley
This document provides guidance on maximizing inventory conversion from search to showroom. It discusses how consumer behavior has shifted to more online shopping prior to purchase. It emphasizes organizing your digital presence with a focus on relevance to better meet consumer needs during different shopping stages. Key recommendations include understanding shopper intent through their search queries, having the right vehicles promoted on the right platforms, optimizing paid search campaigns, and leveraging tools like retargeting and dynamic creative ads. It also stresses measuring ROI through key metrics like impressions, clicks, and conversions to ensure the right budget allocation. The overall message is that dealers need to embrace an e-commerce mindset and dominate their digital presence to win customers in today's online shopping world.
Build the Ultimate Mix Tape - Retail Search Beyond Google & Bing - SMX East 2016Elizabeth Marsten
Google and Bing are givens. Checkout this run down of alternative engines, sites and ad types that e-commerce advertisers can be on to get found more and sell more. Given at SMX East, New York, NY.
The document discusses strategies for developing a successful digital marketing strategy for automotive dealerships. It notes that consumers are increasingly researching vehicles online, so dealerships need to shift their advertising spending to digital channels. Topics covered include allocating more of the budget to internet marketing, leveraging search engine marketing, and using third-party leads and customer relationship marketing to drive more sales.
Social Media Marketing and Internet Reputation Management for Car DealersSocial Media Marketing
Social Media Marketing and Internet Reputation Management for Car Dealers...
For more information on various services available for car dealers, visit http://www.SocialAutoSales.com and join the online network set up by Ralph's ADP Social Media Reputation Management Team at http://www.ADPsocial.com
From the SMX West Conference in San Jose, California, March 1-3, 2016. SESSION: Understanding Your Consumer's Journey - Using Search Science For Keyword Research. PRESENTATION: Using Search Science For Keyword Research - Given by Tony Verre, @TonyVerre - DreamFire Digital Marketing, Founder. #SMX #23C1
Instagram has launched advertising for all brands. Find out what's new, why you should use it and how to get started. Brands like Taco Bell, Electronic Arts and Michael Kors are already using Instagram ads. With over 300 million Instagram users, you don't want your brand missing out! By Social@Ogilvy's Hannah Law and Neo's Daniala Badalan.
This document discusses how the speed of a website impacts key performance indicators (KPIs) for online businesses. It provides examples of companies that improved website speed and saw increases in important metrics like conversion rates and revenue. The document advocates for justifying investments in performance based on expected returns calculated from increased conversions and order values rather than just page load times. It calls for more experiments to better understand the relationship between website speed and business outcomes for different types of sites and user experiences.
Whether you’re advertising online or reaching out to clients via email, landing pages can be your greatest online marketing asset. Learn how landing pages fit into your marketing arsenal, best practices for increasing conversions from any campaign, and proven techniques for implementing A/B tests that yield results.
Presented by Jenny DeGraff, Director of Design Optimization at the Central Virginia AMA event on June 16, 2015.
Digital sleuths: How Kohl's is increasing conversion and elevating customer e...National Retail Federation
This document discusses how Kohl's is using digital tools and data to improve the customer experience and increase conversions. It notes that customer satisfaction is higher for online shopping compared to in-store. It then discusses how Kohl's is looking to new sources like search data, recommendations, social media and site navigation to understand customer preferences and potential demand rather than just looking at purchase history. The document provides examples of how Kohl's is using search data and recommendations to expand product offerings and launches new lines. It emphasizes paying attention to search data as one of the best sources of understanding customer intent. Finally, it discusses how Kohl's is using insights from data to make the customer experience easier and more personalized.
How to build a powerful online presence and grow your business for companies in the radon mitigation and home inspection industry. Visit http://scmmarkets.com/marketing-radon-business/ to learn more.
The document outlines strategies and best practices for optimizing a business's online presence and web marketing efforts. It discusses topics like search engine optimization, social media marketing, pay-per-click advertising, mobile optimization, and measuring results. The overall message is that small businesses can compete effectively online by targeting specific niches, measuring efforts, and continuously testing and improving strategies.
The document discusses the benefits of using search engine marketing (SEM) for automotive advertising. It recommends a three-pronged attack using paid search, digital advertising networks, and audio ads on Google. SEM is effective because car shoppers use search engines more than other media when researching dealerships. Properly targeted paid search campaigns can generate leads at low costs. Digital networks also allow behavioral targeting of local audiences. Audio ads on Google provide broad local reach in a cost-effective manner. When used together, these SEM tactics can significantly increase dealership leads and sales while reducing overall advertising costs.
The document discusses building and defining a brand through a 7 step process: 1) create, 2) define, 3) diligence, 4) share, 5) integrate, 6) invest, and 7) measure. It emphasizes that building a strong brand requires committing to investing in awareness, customer loyalty, and measuring the brand over time. A brand must be engineered and alive in order to reside in people's hearts and minds as an intangible asset that drives revenue.
This document outlines Samantha Noble's presentation on dominating the paid media universe. It discusses how Google's advertising revenue has increased exponentially and how advertisers now have more options for paid media like display, search, YouTube, and more. It frames the different stages of the customer journey as "galaxies" for awareness, consideration, preference, purchase, loyalty, and advocacy. For each galaxy, it provides examples of paid media options to target customers at each stage. It emphasizes the importance of attribution to understand what paid channels are most effective.
From Click Consult's Benchmark Search Conference 2015, Bridgewater Hall, 30th June. Presented by Colin Woon, O2 UK, @colindwoon - Beyond fundamentals in SEO for large corporates. #benchmarksearchconf
From Click Consult's Benchmark Search Conference 2015, Bridgewater Hall, 30th June. Presented by James Wilsdon, Vodafone, @nickwilsdon - Understanding The Mobile SEO Opportunity. #benchmarksearchconf
This document discusses strategies for reaching "in-market shoppers" or "recession shoppers" online. It recommends (1) being present across online and offline channels to greet customers, (2) understanding market trends and customer interests through analytics, and (3) optimizing websites and ads using testing and data to ensure maximum relevance for each individual visitor. Case studies and data from Google tools are presented to illustrate how to implement these recommendations successfully.
Understanding The Power of Dynamic Search Ads Cat Birch
This document discusses how advertisers can use dynamic and adaptive advertising techniques to better target users. It provides examples of how location, demographic and remarketing data can be used to dynamically update ad copy. Key recommendations include using tools like dynamic search ads, remarketing lists for search ads, and IF function ads to tailor messages to different audiences. Countdown ads and customisers are also discussed as ways to make ads more relevant and trigger responses from users.
The world's biggest businesses go into forensic detail in their branding strategies. And yet, their landing pages show no sign of these carefully crafted brand voices.
As we move into a more sophisticated era of search, simply stringing keywords together with a few prepositions will no longer suffice.
With voice and visual search on the rise, the SEO industry is in danger of being left behind in the content space. The branding specialists will take over if we don't up our game.
Why Car Dealers Should Choose Display Advertising Versus Paid Search AdvertisingRalph Paglia
Paid search advertising will not replace display advertising because:
1) Paid search inventory is limited to small pools of keywords relevant to few advertisers, while display advertising reaches thousands more brands.
2) Large advertisers require reaching customers at every stage of the purchase funnel, from awareness to purchase, and paid search only addresses later stages.
3) Most advertiser budgets are too large to allocate solely to paid search given its limited inventory. Display advertising allows spreading spending across many more brands and platforms.
Jeremy Anspach: How to Maximize Inventory Conversion from Search to ShowroomSean Bradley
This document provides guidance on maximizing inventory conversion from search to showroom. It discusses how consumer behavior has shifted to more online shopping prior to purchase. It emphasizes organizing your digital presence with a focus on relevance to better meet consumer needs during different shopping stages. Key recommendations include understanding shopper intent through their search queries, having the right vehicles promoted on the right platforms, optimizing paid search campaigns, and leveraging tools like retargeting and dynamic creative ads. It also stresses measuring ROI through key metrics like impressions, clicks, and conversions to ensure the right budget allocation. The overall message is that dealers need to embrace an e-commerce mindset and dominate their digital presence to win customers in today's online shopping world.
Build the Ultimate Mix Tape - Retail Search Beyond Google & Bing - SMX East 2016Elizabeth Marsten
Google and Bing are givens. Checkout this run down of alternative engines, sites and ad types that e-commerce advertisers can be on to get found more and sell more. Given at SMX East, New York, NY.
The document discusses strategies for developing a successful digital marketing strategy for automotive dealerships. It notes that consumers are increasingly researching vehicles online, so dealerships need to shift their advertising spending to digital channels. Topics covered include allocating more of the budget to internet marketing, leveraging search engine marketing, and using third-party leads and customer relationship marketing to drive more sales.
Social Media Marketing and Internet Reputation Management for Car DealersSocial Media Marketing
Social Media Marketing and Internet Reputation Management for Car Dealers...
For more information on various services available for car dealers, visit http://www.SocialAutoSales.com and join the online network set up by Ralph's ADP Social Media Reputation Management Team at http://www.ADPsocial.com
From the SMX West Conference in San Jose, California, March 1-3, 2016. SESSION: Understanding Your Consumer's Journey - Using Search Science For Keyword Research. PRESENTATION: Using Search Science For Keyword Research - Given by Tony Verre, @TonyVerre - DreamFire Digital Marketing, Founder. #SMX #23C1
Instagram has launched advertising for all brands. Find out what's new, why you should use it and how to get started. Brands like Taco Bell, Electronic Arts and Michael Kors are already using Instagram ads. With over 300 million Instagram users, you don't want your brand missing out! By Social@Ogilvy's Hannah Law and Neo's Daniala Badalan.
This document discusses how the speed of a website impacts key performance indicators (KPIs) for online businesses. It provides examples of companies that improved website speed and saw increases in important metrics like conversion rates and revenue. The document advocates for justifying investments in performance based on expected returns calculated from increased conversions and order values rather than just page load times. It calls for more experiments to better understand the relationship between website speed and business outcomes for different types of sites and user experiences.
Whether you’re advertising online or reaching out to clients via email, landing pages can be your greatest online marketing asset. Learn how landing pages fit into your marketing arsenal, best practices for increasing conversions from any campaign, and proven techniques for implementing A/B tests that yield results.
Presented by Jenny DeGraff, Director of Design Optimization at the Central Virginia AMA event on June 16, 2015.
Digital sleuths: How Kohl's is increasing conversion and elevating customer e...National Retail Federation
This document discusses how Kohl's is using digital tools and data to improve the customer experience and increase conversions. It notes that customer satisfaction is higher for online shopping compared to in-store. It then discusses how Kohl's is looking to new sources like search data, recommendations, social media and site navigation to understand customer preferences and potential demand rather than just looking at purchase history. The document provides examples of how Kohl's is using search data and recommendations to expand product offerings and launches new lines. It emphasizes paying attention to search data as one of the best sources of understanding customer intent. Finally, it discusses how Kohl's is using insights from data to make the customer experience easier and more personalized.
How to build a powerful online presence and grow your business for companies in the radon mitigation and home inspection industry. Visit http://scmmarkets.com/marketing-radon-business/ to learn more.
The document outlines strategies and best practices for optimizing a business's online presence and web marketing efforts. It discusses topics like search engine optimization, social media marketing, pay-per-click advertising, mobile optimization, and measuring results. The overall message is that small businesses can compete effectively online by targeting specific niches, measuring efforts, and continuously testing and improving strategies.
Onetomarket | How to benefit from developments onlinesearch congress
The document summarizes key points from a presentation on search engine optimization and social media marketing. It discusses the importance of local search and optimizing businesses to show up locally in search results. It also covers the rise of social networks and how marketers can join conversations on platforms like Facebook and Twitter to engage with customers. Analytics are discussed as a way to measure website traffic, conversions, and determine the success of marketing efforts.
The document discusses digital media buying and how to target consumers online. It provides tips on understanding consumer online behavior, identifying opportunities, and moving consumers through the online purchasing funnel. Key points include understanding search patterns to identify trends, carefully selecting digital platforms, researching competitors, negotiating media buys, and crafting experiences that match each stage of the buying funnel to move consumers toward a purchase.
Urban Style is an furniture company with declining sales and foot traffic. They are seeking ways to boost online marketing through strategies like branding, creating an engaging website, search engine optimization, social media marketing, and business blogging to reconnect with their target demographic of young urban professionals. Key aspects include developing content to attract and retain attention online for 8-15 seconds, building a sense of community, and establishing metrics to track success.
How to leverage market insights for winning Digital StrategiesMel Tomas
Key Take Aways:
How Marketing intelligence helps you understand customer behaviour, map your competition & create winning digital strategies
How to leverage competitive intelligence to fine tune your digital marketing: SEO, paid media, campaigns, web & mobile channels
Success Story: How Ibibo gets it right
Insights driven marketing: Use cases across industries
Make Google Work for You: A Local Business Guide to AdWordsSurefire Local
Your competitors are winning business with local AdWords campaigns. As a Google Premier Partner and Surefire Local’s in-house experts, Kerry Phipps and Brian Seskin will review best practices remodelers are utilizing today to find customers in their neighborhoods.
Here's what you'll learn:
- How to target people in your area with your local ads
- Anatomy of the perfect Google ad (Expanded ads = expanded revenue opportunities)
- How to tailor your Google ads to mobile devices and an ever-growing audience that uses them
- Do’s and Don’ts of running local campaigns
LSA Bootcamp Detroit: How Paid and Mobile Search Impact Consumer Decision Mak...Localogy
This presentation was given to an audience of small businesses at the LSA Bootcamp in Detroit 6/1/16 which was an event to help small businesses learn the fundamentals of digital marketing. For more on the event, visit: http://www.marketingbitz.com/marketing/boot-camp.aspx
A Local Business's Guide to Creating Winning AdWords CampaignsSurefire Local
Your competitors are winning business with local AdWords campaigns. As a Google Premier Partner and Surefire’s in-house expert, Kerry Phipps invites you to join our upcoming webinar and learn…
1. How to target people in your local area
2. How to tailor your ads to an ever-growing mobile audience
3. Campaign do’s and don'ts
4. The anatomy of the perfect Google ad
This document discusses trends in digital marketing and search engine optimization that companies need to be aware of, specifically around privacy and third-party cookies. It outlines new regulations reducing data collection and use, and how this will impact targeting, measurement, and optimization. The document provides recommendations for marketers to focus more on first-party data and audiences, use automation and AI, and take an "opt-in" approach focusing on customer values and inclusion.
Is the conflicting advice you are getting on SEO keeping you from success? Attending this session will help you get straight answers on the SEO issues keeping you from the top of the search engines.
SEO on the SERPs - Brighton SEO Closing TalkRand Fishkin
Rand's presentation from Brighton SEO, Fall 2018 focusing on the shifts in Google's behavior toward the SERP and away from referring outlinking traffic.
9 Bing Ads Hacks to Hone Your Competitive Edge with Eric Couch!semrush_webinars
In digital marketing, competition is everything. And knowing your competition- what they’re doing, how they think, what they’re doing right, and what they’re missing- can give you an incredible advantage. Competitive espionage doesn’t always require you to play cloak-and-dagger spy games… sometimes, it just requires Excel, a useful tool or two, and a helping hand.
In this webinar, you’ll learn the following competitive hacks:
Free and paid tools you can use to understand and dominate your competitive landscape.
Why feature adoption keeps you ahead of the curve.
How utilizing Bing Ads puts you one step ahead of your competition.
Why your competitor’s strategy is hiding in plain sight on the SERP, and how you can find it.
To actualize these competitive hacks ASAP, attendees of this webinar will have access to FREE $100 dollar Bing ads coupons if they are a new user. Additionally, users who want to maximize the effectiveness of their PPC strategy will be granted access to a FREE 30 Day Trial of SEMrush Guru.
The document provides an overview of search engine optimization (SEO) presented by Abdul Malick, a senior digital marketing consultant. It defines SEO as increasing website traffic and exposure through non-paid search engine results. Key points covered include the importance of SEO for brand awareness and positioning as an expert. Statistics are presented on search engine usage and how SEO can generate more leads than other marketing initiatives. The basics of on-page, off-page and technical SEO are explained. Local SEO is also discussed as optimizing for local search engine results.
Mr. Abdul Malick. He is a well-renowned SEO expert who has a wealth of knowledge and experience in the field. He has been working in the SEO industry for more than 15 years. Here is the presentation made by him on the topic of Right SEO Strategy in the event of Vanakkam Digital Meetup - Trichy 2023
This is a presentation that did the rounds at many a show and event last year. It found itself in the inbox of a few big brands - now new clients for us. We are going to update this presentation but we thought we would share it with you.
Looking to boost ROI and save money on Ad spend? National Positions SEM experts team up with marketing strategies from Google to give ecommerce businesses insight into how to maximize your Google Adwords campaign. Learn more at http://www.nationalpositions.com/
Learn Adwords secrets from Google experts! This presentation, created by Google and National Positions, provides advanced Google Shopping strategies that will help you boost sales within 30 days. To learn more, visit http://www.nationalpositions.com/ or call 877.610.4760!
Similar to The Role of Search in Media Mix SEMPO Cities Houston (20)
DigitalDealer27 - Voice Search Optimization and 2019 Voice Report Christi Olson
The document discusses how voice search is changing the landscape of search. It provides key findings from Microsoft's 2019 Voice Report, including that 75% of households will have a smart speaker by 2020 and over half of consumers expect digital assistants to help with retail purchases within 5 years. It then discusses how to optimize websites and content for voice search, noting that 40% of spoken responses come from featured snippets and providing tips for identifying related questions and structuring answers appropriately for featured snippets. Finally, it discusses how businesses can use chatbots and actions to enable voice commerce transactions.
Ultimate Search Audience Development GuideChristi Olson
The document provides an overview and guidance on using audiences and remarketing for paid search campaigns. It discusses key concepts like segmentation, targeting, and optimization of audiences. The agenda includes basics of tracking, cookies, and bid strategies. It also offers strategies for defining audiences, matching them to goals, and layering targeting approaches to improve performance.
Ms inspire odr02_digital-marketing-growthChristi Olson
The document discusses how digital experiences and online searches are increasingly important parts of buyers' journeys, with 70% of buyers beginning their purchase process with an online search. It then provides tips and resources for using Microsoft tools like Bing Ads, the Digital Commerce and Campaign Network (DCCN), and LinkedIn Marketing Solutions to reach customers online at different stages of their purchase process and drive sales. Key statistics are presented on the growth of e-commerce and importance of having a comprehensive digital strategy to engage customers across online channels.
New Era of Search - Bing Ads - Christi OlsonChristi Olson
The document discusses the new era of search and how technology is transforming. It notes that search is moving beyond desktop computers and search boxes, and becoming more personalized through voice assistants and across different devices. It emphasizes that businesses need to understand customer journeys and adopt new technologies in order to thrive in this changing digital environment.
Scaling Enterprise SEM Campaigns - SMX Muenchen 2016Christi Olson
This document discusses how to automate and scale large paid search campaigns using structured data and technology. It recommends building campaign structure based on product feeds or site taxonomies to generate keyword themes and ad copy templates. Excel can be used to automate account setup, and Bing Ads Intelligence provides keyword research tools. Scripts allow automating tasks like bid management without coding. Automated rules create alerts and manage promotions/optimization. The key is using structured data as the input to produce granular, automated outputs for campaigns, ad groups, keywords and ads.
Behind the Scenes With Bing Ads - SEWConnect Miami 2016Christi Olson
Is Bing just a search engine? Or has it evolved into something more because of how Microsoft is leveraging big data across products to make our digital lives seamlessly integrated. Let's talk about the bigger picture and the strategy of Bing within Microsoft and its impact to search. Let's dig in with a brief overview of what happened in 2015 along with a tactical look at what you need to know to make the most of the new features. Then let's talk about what you can expect from @Bing and @BingAds in 2016 with a sneak peek at what is coming. Do you have questions? Come ask them.
International PPC, The Final Frontier; DFWSEM State Of Search 2015Christi Olson
These are the Voyages of the Enterprise PPC: growing International Paid Search. It's an expansion based mission: to explore new markets, to seek out how to advertise in multiple languages and where match types aren't what they seem. To boldly go where Google is not the King of Search. These are the chronicles of International PPC, providing recommendations and tips to tackle the challenges you'll face as you expand outside the US and into the international domain.
PubCon Last Vegas 2015 - Editing AdWords ScriptsChristi Olson
A non-coders guide and introduction to AdWords Scripts. Presented at PubCon Vegas 2015 a step by step guide to implement AdWords scripts along with an example of how to edit and tweak a pre-written script to do what you want it to do.
TADA CDDC8 Developing a Digital Marketing StrategyChristi Olson
What questions do you need to ask yourself as you develop your digital marketing strategy? How do you develop your digital roadmap and which channels should you participate in?
Fix your quality score, save your wallet. Quality score is a great diagnostic tool to identify issues and opportunities within your PPC account. At the conversion road show I'm going to walk you through the main characters involved in quality score and what you can do to fix issues you might be experiencing with Ad Relevance, Expected CTR and Landing Page Relevance. Get the Quality Score Assessment workbook here: http://bit.ly/PI-QS
PPC HERO Introduction to AdWords Scripts: Christi Olson & Steve HammerChristi Olson
Open your eyes to adwords scripts. Scripts now offer a number of resources to source pre-written concepts. But what if the example doesn't exactly fit the specifics of what you are looking for? In this PPC Hero Conference Session we're going to walk you through where to look and what changes you can make to open up the basic scripts. This talk will cover a powerful strategy of taking a pre-written script and an automation concept and tweak it for your own purposes.
Digital Dealer 18: An Intro to Paid Search & Managing an Agency RelationshipChristi Olson
In this session you'll walk away with a solid understanding of the basics of paid search and how to tell if your search agency is taking you for a ride. I'll cover the 10 common mistakes and pitfalls I see when auditing accounts. Then I'll finish up with the relationship between you and your agency. What you should expect from someone managing your campaigns and I'll give you a series of questions that you should be discussing on a regular basis to make sure you're not getting take for a ride.
SMX West 2014: Breathing Life Into A Tired CampaignChristi Olson
Sometimes it can feel like you’re doing the same things, over and over and over… and you’re not seeing results. Sometimes you just need to take a step back and take a fresh look at your accounts. From account structure to ad extensions.
SMX West 2013: Google Goes Pay For Play (Google PLAs/ Google Shopping)Christi Olson
In May 2012 Google announced the arrival of Product Listing Ads, the precursor to Google Shopping. Here is an intro to PLAs with some tips on how to structure your PLAs.
Today it's hard to maintain work life balance because we're always on. Always accessible... Always a click away from work.
Today at Wappow Search & Social I'm going to cover some tips and tricks to help you with work-life balance. Discover what you value and is important to you and how to balance it within your career.
Are you struggling to implement Bing Universal Event Tracking (UET)? You're not alone. UET is not intuitive, so I'm breaking down insights on how to implement UET across your website so you'll be ready for the retirement of the existing campaign analytics and ready for the launch of Bing Remarketing.
eCommerce 2014 Holiday Planning for SlackersChristi Olson
Did you wait until the very last minute to start planning your 2014 holiday marketing campaigns? (slacker!) Or maybe the holiday just snuck up on you and now you're staring Black Friday square in the face with only 10 days to go. I'll cover 5 (and a half) things that you still have left to do with your ecommerce paid search campaigns.
Conferences like DigiMarCon provide ample opportunities to improve our own marketing programs by learning from others. But just because everyone is jumping on board with the latest idea/tool/metric doesn’t mean it works – or does it? This session will examine the value of today’s hottest digital marketing topics – including AI, paid ads, and social metrics – and the truth about what these shiny objects might be distracting you from.
Key Takeaways:
- How NOT to shoot your digital program in the foot by using flashy but ineffective resources
- The best ways to think about AI in connection with digital marketing
- How to cut through self-serving marketing advice and engage in channels that truly grow your business
The Strategic Impact of Storytelling in the Age of AI
In the grand tapestry of marketing, where algorithms analyze data and artificial intelligence predicts trends, one essential thread remains constant — the timeless art of storytelling. As we stand on the precipice of a new era driven by AI, join me in unraveling the narrative alchemy that transforms brands from mere entities into captivating tales that resonate across the digital landscape. In this exploration, we will discover how, in the face of advancing technology, the human touch of a well-crafted story becomes not just a marketing tool but the very essence that breathes life into brands and forges lasting connections with our audience.
In this humorous and data-heavy Master Class, join us in a joyous celebration of life honoring the long list of SEO tactics and concepts we lost this year. Remember fondly the beautiful time you shared with defunct ideas like link building, keyword cannibalization, search volume as a value indicator, and even our most cherished of friends: the funnel. Make peace with their loss as you embrace a new paradigm for organic content: Pillar-Based Marketing. Along the way, discover that the results that old SEO and all its trappings brought you weren’t really very good at all, actually.
In this respectful and life-affirming service—erm, session—join Ryan Brock (Chief Solution Officer at DemandJump and author of Pillar-Based Marketing: A Data-Driven Methodology for SEO and Content that Actually Works) and leave with:
• Clear and compelling evidence that most legacy SEO metrics and tactics have slim to no impact on SEO outcomes
• A major mindset shift that eliminates most of the metrics and tactics associated with SEO in favor of a single metric that defines and drives organic ranking success
• Practical, step-by-step methodology for choosing SEO pillar topics and publishing content quickly that ranks fast
From Hope to Despair The Top 10 Reasons Businesses Ditch SEO Tactics.pptxBoston SEO Services
From Hope to Despair: The Top 10 Reasons Businesses Ditch SEO Tactics
Are you tired of seeing your business's online visibility plummet from hope to despair? When it comes to SEO tactics, many businesses find themselves grappling with challenges that lead them to abandon their strategies altogether. In a digital landscape that's constantly evolving, staying on top of SEO best practices is crucial to maintaining a competitive edge.
In this blog, we delve deep into the top 10 reasons why businesses ditch SEO tactics, uncovering the pain points that may resonate with you:
1. Algorithm Changes: The ever-changing algorithms can leave businesses feeling like they're chasing a moving target. Search engines like Google frequently update their algorithms to improve user experience and provide more relevant search results. However, these updates can significantly impact your website's visibility and ranking if you're not prepared.
2. Lack of Results: Investing time and resources without seeing tangible results can be disheartening. The absence of immediate results often leads businesses to lose faith in their SEO strategies. It's important to remember that SEO is a long-term game that requires patience and consistent effort.
3. Technical Challenges: From site speed issues to complex metadata implementation, technical hurdles can be daunting. Overcoming these challenges is crucial for SEO success, as technical issues can hinder your website's performance and user experience.
4. Keyword Competition: Fierce competition for top keywords can make it hard to rank effectively. Businesses often struggle to find the right balance between targeting high-traffic keywords and finding less competitive, niche keywords that can still drive significant traffic.
5. Lack of Understanding of SEO Basics: Many businesses dive into the complex world of SEO without fully grasping the fundamental principles. This lack of understanding can lead to several issues:
Keyword Awareness: Failing to recognize the importance of keyword research and targeting the right keywords in content.
On-Page Optimization: Ignorance regarding crucial on-page elements such as meta tags, headers, and content structure.
Technical SEO Best Practices: Overlooking essential aspects like site speed, mobile responsiveness, and crawlability.
Backlinks: Not understanding the value of high-quality backlinks from reputable sources.
Analytics: Failing to track and analyze data prevents businesses from optimizing their SEO efforts effectively.
6. Unrealistic Expectations and Timeframe: Entrepreneurs often fall prey to the allure of quick fixes and overnight success. Unrealistic expectations can overshadow the reality of the time and effort needed to see tangible results in the highly competitive digital landscape. SEO is a long-term strategy, and setting realistic goals is crucial for success.
#SEO #DigitalMarketing #BusinessGrowth #OnlineVisibility #SEOChallenges #BostonSEO
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
We’ve entered a new era in digital. Search and AI are colliding, in more ways than one. And they all have major implications for marketers.
• SEOs now use AI to optimize content.
• Google now uses AI to generate answers.
• Users are skipping search completely. They can now use AI to get answers. So AI has changed everything …or maybe not. Our audience hasn’t changed. Their information needs haven’t changed. Their perception of quality hasn’t changed. In reality, the most important things haven’t changed at all. In this session, you’ll learn the impact of AI. And you’ll learn ways that AI can make us better at the classic challenges: getting discovered, connecting through content and staying top of mind with the people who matter most. We’ll use timely tools to rebuild timeless foundations. We’ll do better basics, but with the most advanced techniques. Andy will share a set of frameworks, prompts and techniques for better digital basics, using the latest tools of today. And in the end, Andy will consider - in a brief glimpse - what might be the biggest change of all, and how to expand your footprint in the new digital landscape.
Key Takeaways:
How to use AI to optimize your content
How to find topics that algorithms love
How to get AI to mention your content and your brand
Dive deep into the cutting-edge strategies we're employing to revolutionize our web presence in the age of AI-driven search. As Gen Z reshapes the digital realm, discover how we can bridge the generational divide. Unlock the synergistic power of PPC, social media, and SEO, driving unparalleled revenues for our projects.
Unlock the secrets to enhancing your digital presence with our masterclass on mastering online visibility. Learn actionable strategies to boost your brand, optimize your social media, and leverage SEO. Transform your online footprint into a powerful tool for growth and engagement.
Key Takeaways:
1. Effective techniques to increase your brand's visibility across various online platforms.
2. Strategies for optimizing social media profiles and content to maximize reach and engagement.
3. Insights into leveraging SEO best practices to improve search engine rankings and drive organic traffic.
Are you struggling to differentiate yourself in a saturated market? Do you find it challenging to attract and retain buyers? Learn how to effectively communicate your expertise using a Free Book Funnel designed to address these challenges and attract premium clients. This session will explore how a well-crafted book can be your most effective marketing tool, enhancing your credibility while significantly increasing your leads and sales while decreasing overall lead cost. Unpacking practical steps to create a magnetic book funnel that not only draws in your ideal customers, but also keeps them engaged. Break through the noise in the marketing world and leave with a blueprint that will transform your sales strategy.
What’s “In” and “Out” for ABM in 2024: Plays That Help You Grow and Ones to L...Demandbase
Delve into essential ABM ‘plays' that propel success while identifying and leaving behind tactics that no longer yield results. Led by ABM Experts, Jon Barcellos, Head of Solutions at Postal and Tom Keefe, Principal GTM Expert at Demandbase.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Mastering Dynamic Web Designing A Comprehensive Guide.pdfIbrandizer
Dynamic Web Designing involves creating interactive and adaptable web pages that respond to user input and change dynamically, enhancing user experience with real-time data, animations, and personalized content tailored to individual preferences.
Capstone Project: Luxury Handloom Saree Brand
As part of my college project, I applied my learning in brand strategy to create a comprehensive project for a luxury handloom saree brand. Key aspects of this project included:
- *Competitor Analysis:* Conducted in-depth competitor analysis to identify market position and differentiation opportunities.
- *Target Audience:* Defined and segmented the target audience to tailor brand messages effectively.
- *Brand Strategy:* Developed a detailed brand strategy to enhance market presence and appeal.
- *Brand Perception:* Analyzed and shaped the brand perception to align with luxury and heritage values.
- *Brand Ladder:* Created a brand ladder to outline the brand's core values, benefits, and attributes.
- *Brand Architecture:* Established a cohesive brand architecture to ensure consistency across all brand touchpoints.
This project helped me gain practical experience in brand strategy, from research and analysis to strategic planning and implementation.
In this humorous and data-heavy session, join us in a joyous celebration of life honoring the long list of SEO tactics and concepts we lost this year. Remember fondly the beautiful time you shared with defunct ideas like link building, keyword cannibalization, search volume as a value indicator, and even our most cherished of friends: the funnel. Make peace with their loss as you embrace a new paradigm for organic content: Pillar-Based Marketing. Along the way, discover that the results that old SEO and all its trappings brought you weren’t really very good at all, actually.
In this respectful and life-affirming service—erm, session—join Ryan Brock (Chief Solution Officer at DemandJump and author of Pillar-Based Marketing: A Data-Driven Methodology for SEO and Content that Actually Works) and leave with:
• Clear and compelling evidence that most legacy SEO metrics and tactics have slim to no impact on SEO outcomes
• A major mindset shift that eliminates most of the metrics and tactics associated with SEO in favor of a single metric that defines and drives organic ranking success
• Practical, step-by-step methodology for choosing SEO pillar topics and publishing content quickly that ranks fast
2. Christi Olson
Search Evangelist, Bing | Microsoft
Professional Background
@ChristiJOlson
Introducing Roy:
May 8th, 2016
Boy Meets Girl
Happily Ever After
Our Fur Kids:
Bella the Wunderpug
Elsa the Not-So-Mini Schnauzer
3.
4. What is the Customer Decision Journey?
The CDJ is the series of behaviors and interactions a customer
takes throughout the purchase path
5. My purchase decision
journey began a little
over 5 years ago…
When I needed a new car
and knew we wanted to
have a baby.
6. Consumer Decision Journey: My car seat doesn’t fit in my sedan!
See friends post
pictures of various
Volvo SUVs on
social media.
Search for “safest
vehicle reviews”.
Click organic listing.
Search for “best
family vehicle”.
Click paid listing.
Visit Volvo
website.
Notice Volvo
display ad on
Car and Driver.
See TV ad for Volvo
Summer Sales Event.
Search for “Volvo XC90”.
Click paid listing.
Visit Volvo
website. Find
local dealer.
Purchase
at dealership.
7. Search is the glue – It fits across all stages of
the Customer Decision Journey
Learn More
Become Informed
Explore
Refine Options
Compare:
Ratings, Reviews,
Features & cost
Availability & Price
Loyalty & Get Help
9. Understanding the Types of Journeys
FrequencyofPurchases
Cost of Failure
Consideration
Low High
Buying
Diapers
Buying
a
Home
Buying
Baby Mattress
& Crib
Buying
a Car Seat
Buying
a
Car
10. Where is the consumer on the continuum?
FrequencyofPurchases
Cost of Failure
Impulse
Habitual
Deeply
Considered
Somewhat
Considered
Somewhat
Considered
15. Bing Proprietary Research
What is the value of search participating across the journey?
There is incremental value outside of receiving a paid
click. Consumers who see a brand ad on non-brand
queries have a measurable, and statistically significant
lift in:
• Unaided Brand Awareness
• Purchase Intent
• Market Leadership
StatisticallySignificant
Increase
16. 72%
of brand ad clicks had a non-brand
or conquest term in the user journey
preceding the brand click.
Bing Proprietary Research
How brand and non-brand keywords fit into the journey
Non-Brand … Brand
Non-Brand … Brand
17. Bing Proprietary Research
Appearing in on Non-Brand queries in the TOFU increases
future brand searches
30%
More likely to do a branded search after being
exposed to a brand ad on a generic search
query or a competitors branded query
18. 15%
Increase to conversion rate after users were
exposed to a branded ad on a generic or
competitive brands search query.
Bing Proprietary Research
And there is a statistically significant lift to conversion.
20. CDJ Action and Takeaways
1. Leverage site links that allow consumers to
self-identify their CDJ stage, and
immediately take them where they want to
go.
2. Create custom landing pages for the
different stages of the CDJ.
3. Create longer-tail keyword phrases to catch
searchers within different stages of the CDJ.
4. Place UET tracking tags on your site and set
up remarketing campaigns which will
enable you to reach consumers throughout
their journey.
1. Leverage Product Ads, where pricing and
promos can be listed.
2. Focus on “Where.” The keyword “where”
signals an intent to buy.
3. Be sure your campaign and site are
mobile-friendly to catch consumers on the
go.
4. Set up remarketing campaigns targeting
users with strong intent signals, such as
those demonstrating product page
engagement and shopping cart
abandonment.
23. Evolution of Search
Cortana. Siri. Alexa.
Paid search is moving out of the search box and into the
fabric our lives. Bing is ready to power new personalized
searches across the devices of tomorrow.
2000
Query Search
Match Types
Text Ads
2010
Demographic Search
Day Parting
Language
2012
Mobile Search
Device Bidding
Location
2016
Voice Search
TOMORROW
Personalized Search
Actionable
Predictive
BEYOND
Artificial Intelligence
2013
Audiences
RLSA
1990
1st Search Engine
24. Evolution of Search
Language in Search is Expanding
OLD SEARCH
Match type
Desktop
QueriesClicks
Product Driven
NEW SEARCH
Mobilized People-Driven
Actionable
Integrated
Localized
Predictive
Customized
Personalized
33. TopSpot is a Bing Ads Partner
Benefits of being a Bing Ads Partner grants TopSpot:
• Access to the robust Bing Ads API for easy and efficient campaign creation, optimization
and management.
• Expanded suite of advertising solutions for your clients, including the Microsoft Advertising Exchange.
• Access to training, account service support and marketing tools to help drive more effective advertising solutions
for your clients.
What that means to you, as a business owner:
• More time to focus on daily operations and providing better service to their customers.
• The ability to reach their desired audience through advanced targeting capabilities, including location, radius and
demographic targeting.
• Assurance of working with a Bing Ads SMB Partner to maximize their return on investment.
• A high-quality audience. Reach 168 million unique searchers on Bing and Yahoo who spend 24 percent more
online than the average Internet searcher.1
Partnering with Top Spot & Bing
34
34. Contact
Info
Full Name: Christi Olson
Company: Microsoft, Bing Advertising
Job Title: Search Evangelist
Twitter: @ChristiJOlson
THANK YOU!
Editor's Notes
For years, paid search has centered around clicks. Getting the most clicks. Getting the highest click-through rate. Marketers have obsessed at delivering the most clicks for the lowest cost. But who is behind all of those clicks? And what are they really looking for?
New research at Bing Ads now allows us to better understand the customers behind those clicks and where they are in the customer decision journey (CDJ). Such insights not only help advertisers to optimize their campaigns, they also help to further search as the personal assistants of tomorrow.
All consumers go through five distinct stages, which vary depending on the type of purchase: initiation, research, comparison, transaction and experience. For different types of journeys, each stage has a different level of importance, depending on cost of failure, frequency, cost and complexity of the task, and the type of shopper. Whether you are hopping online to replace a broken espresso maker or find yourself in the rather unpleasant market for a new hot water heater, you are subject to the same five CDJ stages, although they will vary in length and importance.
For the espresso maker, you’ll probably skip the initiation and research stages and start to compare models for an immediate purchase. For the hot water heater, you’ll need much more time to get educated before making a decision. Who knew the future of water heaters was tankless? And that a tankless water heater could save you hundreds each year? You’re now ready to enter the comparison stage.
As we look at the consumer deskins journey, we had three key questions we were looking to answer:
What type of journey is this customer on
Where is the consumer on the DCJ
What type of consumer is it
By identifying the type of journey, the shopper’s CDJ stage and the type of shopper, you can deliver a higher-utility set of content and actions within Search
We’ll look at each one a little more closely.
In an slightly considered, consumers are likely to skip or condense the education and consideration phases. These consumers are acting in response to familiar sources and/or low cost of failure.
If your customers center mostly around shorter/habitual/impulse journeys, then it is highly important to appear at the critical purchase stage. Your content should focus on ratings, reviews, pricing, promotions and local targeting. Your consumers are thinking, “Which stores have the best deal?,” “Are there coupons available?” and “How quickly can I get it?”
In order to better understand the unique journey types all consumers go through, researchers created a continuum chart below that compares two driving factors within every purchase: frequency of a purchases against the potential cost of failure.
These two elements will help advertisers pinpoint the consumer mindset and which CDJ stages are most important to their customers. Highly frequent, high-cost-of-failure purchases place customers on a deeply considered journey type. Infrequent, low-cost-of-failure purchases place consumers on a slightly considered/habitual/impulse journey type.
Once you’ve established your customer’s journey type, you can delve even deeper to identify their exact stages on the customer decision journey.
In a deeply considered journey, consumers may come to us at any point in the process. We can expect that they will look for answers that address any stage of the journey, and look to accomplish the specific goal of that stage before making a purchase. As a consumer gains confidence with a particular journey type or a specific source for answers, the overall journey may shorten.
If most of your consumers are within deeply considered journeys, it will be important for your brand to appear within each stage of the CDJ. Your search strategy should be to help consumers initiate, research, compare, purchase and continue with a follow-up.
You should develop content around research, buying guides, ratings, reviews, features, pricing, availability and future services. Your customers span across various stages and are thinking, “What are my options?,” “Do I need one?,” “Which model got the best reviews?” and “How much will it cost?”
You can see this example come through for consumer that may be interested in replacing their water heater – a complex decision. And you will want to provide touchpoints and answers across the different stages.
Initiation: I need a water heater. What IS a tank-less water heater? Why would I buy one?
Research: I learned enough to know I want a tank-less water heater. What do I need to know about my house to select one? What are the options and features I need to choose from?
Comparison: I’ve narrowed my list of options. Which model has the best set of features for me? Which model and manufacturer get the best reviews? How much will it cost?
Transaction: I want to buy a Rheem RTE-13. Which store has the best deal? Is there a coupon I can use? Can I get it delivered and installed
Customer Services: I need an install kit for my water heater. Which model did I buy again?
Once you’ve established your customer’s journey type, you can delve even deeper to identify their exact stages on the customer decision journey.
Once you’ve established your customer’s journey type, you can delve even deeper to identify their exact stages on the customer decision journey.
Note: The data from this study is from a large US Auto Manufacturer.
Source Data: Internal Microsoft Research August 2016
Bidding on non-brand/conquest terms display inherent value aiding brand recallleading to higher conversion rates.
72% of Branded ad clicks were preceded by a conquest or non-brand term.
A conquest query is a search query involving one of the competitors brand terms. For instance, at Bing, Adwords, Google or Yahoo Gemini would be examples of conquest queries. Generic queries are queries that do not contain your brand, i.e. Microsoft or Bing, or product specific brands (example: adCenter, Bing Ads, Hotmail, Outlook), generic would be something like email.
Note: The data from this study is from a large US Auto Manufacturer.
Source Data: Internal Microsoft Research August 2016
Bidding on non-brand/conquest terms display inherent value aiding brand recallleading to higher conversion rates.
72% of Branded ad clicks were preceded by a conquest or non-brand term.
A conquest query is a search query involving one of the competitors brand terms. For instance, at Bing, Adwords, Google or Yahoo Gemini would be examples of conquest queries. Generic queries are queries that do not contain your brand, i.e. Microsoft or Bing, or product specific brands (example: adCenter, Bing Ads, Hotmail, Outlook), generic would be something like email.
Note: We can’t mention the brands that are here in notes. We can only mention that it is a large US Auto Manufacturer.
Source Data: Internal Microsoft Research August 2016
Data and Findings:
30%
70%
Exposure to a branded PPC ad on a non-term query increased conversion rate 15% on subsequent branded searches
Bidding on non-brand/conquest terms display inherent value aiding brand recallleading to higher conversion rates.
72% of GMC Branded ad clicks were preceded by a conquest or non-brand term.
Users exposed to a GMC ad on non-brand/conquest query had a 15% higher CR.
Understanding the consumer also has tremendous benefits. Roughly 2/3rds of shoppers fall into 1 of 3 shopping styles.
Knowing what type of consumer you might have for your business can help solve for what type of experiences you should deliver to them.
For a Researcher, they are looking for help from all sides and like advice in the form or recommendations or buying guides
For the overwhelmed, they know what they want from the start and are more generally knowledgeable about the purchase decision and would prefer curation
For the expert, since they already are knowledgeable, developing experiences that show them the latest trends maybe helpful
As the search providers continue to invest in tools and capabilities to target audiences, it becomes increasingly important to understand user intent and the consumer mindset. Consumers expect search results that are personalized, localized and actionable. They are shouting, “What is a tankless water heater?” from across the room to their Amazon Echo. They’re searching for espresso makers on their phones. And in their cars. Tomorrow’s leading advertisers need to be ready with contextualized content delivered at the right moments.
Now is the time to move away from the click mindset and start building out strategies to better connect with your customers.
Now, information is not what it used to be. The way we think about it has changed. The information we get, the way we access it, the way we consume it and the way we search for it has changed.
The results we want and the searches we’re conducting are shifting. We don’t want a barrage of information or a list of links. We expect more from our technology. We don’t want to learn it, we want it to learn us. Where we are, who we are, what we’re thinking, even what we should be thinking. We want predictive, personal results.
We want results that are intuitive and smarter than the keywords we might clumsily thumb into a search field. We want results that are with us not just in location, not just in subject, but with us in mindset.
Build out to the content on the next slide. This could be done with three separate slides or
The first is pervasive intelligence, Cortana will be there with you on any device wherever you go. So it doesn’t matter if you are on a phone, or a tablet of a laptop, a smart TV, Xbox or hololens – Cortana and by extension search will be there with you to give you the information that you need.
Now we’re bringing together all of that intelligence into some really cool experiences powered by Cortana. Being able to anticipate needs and remove barriers to get the things you need easier and quicker all with a very natural interface. We call this conversation as a platform and I want to show you what that’s like.
We’re using Bing searches as an early warning signal for people suffering from pancreatic cancer. Currently the 5 year survival rate for pancreatic cancer is just 3%. This methodology more than doubles that survival rate to 7% by looking for tell tale signs in search behaviour that could mean people have cancer. Optimistic estimates suggest 1 in 6 pancreatic cancer patients could be discovered this way. And the accuracy is phenomenal with just 1 in 100,000 false positives. There are 340,000 new cases of pancreatic cancer every year globally and sadly that number is on the rise. That’s 51,000 people (a packed football stadium) we could help by doubling their chance of beating cancer and an additional 2040 people that don’t have to die needlessly.
Now predictive intelligence is a fascinating area and one that is developing rapidly for us. We are using the power of search and the machine learning algorithms behind Bing to anticipate what’s going to happen in the future.