Winning Strategies in Paid Search – learning from the best
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Over the past few years, complexity of paid search has significantly increase. The massive arrival of audience targeting and machine-learning based functionalities has multiplied the campaign options available to digital marketers. Where Search Strategy used to be a mere question of expansion and optimisation, this will no longer make your campaigns go above average. Luckily, new breeds of sophisticated search strategies are now emerging. In our top-down research of the leading paid search teams in the world, we have identified a number of these new strategies and will share them with you in this presentation extracted from the Search Trends Report
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Winning Strategies in Paid Search – learning from the best
- 1. WINNING SEARCH STRATEGIES Anders Hjorth @soanders
- 2. 22 ANDERS HJORTH WHO AM I? A Digital Marketer with an opinion… and some data First generation SEO (1997) Native European, entrepreneur, consultant, speaker, writer Founder of Innovell – Digital Marketing Insights One of the first Google Advertising Professionals (2004)
- 3. 33 COMPLEXITY OF PAID SEARCH keyword x ad x landing page 100 x 10 x 5 = 5000 keyword x ad & extensions x landing page x devices x audiences 100 x 50 x 5 x 4 x 10 = 1 000 000
- 4. PAID SEARCH HAS BECOME CONSIDERABLY MORE COMPLEX
- 5. 55 FINAL REPORT DEEP INSIGHTS SEARCH TRENDS REPORT METHODOLOGY Judging sessions • European Search Awards 27 June 2018 • US Search Awards 17 Oct • UK Search Awards 29 Nov Desktop research & Twitter monitoring Expert interviews • Daniel Gilbert • Larry Kim • Brad Geddes • Samantha Noble • David Szetela • Jim Banks • Purna Virji • Frederick Vallaeys Survey of shortlisted entries Invitations to top entry owners Quantitative insights Report available for purchase on Innovell.com 30 Nov 2018 TREND “EXPANSION” TREND DEFINITION SEARCH AWARDS
- 6. 66
- 7. 77 New report: Search Strategies Report
- 8. 88 TRENDS WE LOOKED AT
- 10. ARTIFICIAL INTELLIGENCE & MACHINE LEARNING AI is already penetrating the way digital marketers work SMART BIDDING EXTERNAL ML TOOLS QUALITY SCORE INMARKET AUDIENCES
- 11. 1111 AUTOMATION APIs AUTOMATION PROGRAMMING DATA VOLUMES ARTIFICIAL INTELLIGENCE MACHINE LEARNING RULES ALGORITHMS CLOSED SIMPLE COMPLEX OPEN THE INDUSTRIAL REVOLUTION WAS BASED ON PROCESSES, TOOLS & AUTOMATION IN THE DIGITAL ERA, ISN’T THAT SIMPLY THE WAY WE WORK?
- 12. 1212 AUTOMATION
- 15. Top teams are up to level due to the knowledge acquisition & sharing mechanisms they have in place and are applying ML and AI everywhere they can in 2018
- 16. 1616 STRATEGIES
- 17. 1717 USER JOURNEY MAPPING (version simplifiée du modèle AIDA)
- 19. INSIGHTS-DRIVEN
- 20. 2020 REAL LIFE CAMPAIGNS HAVE 2 PHASES AWARENESS PURCHASE
- 23. 2323 DATA DRIVEN NEW 3rd party DATA 1st party DATA USE CRM TO BUILD CUSTOM & LOOKALIKE AUDIENCES INJECT 3RD PARTY DATA TO HIT CONTEXT & TIMING CLIENTS
- 25. SEARCH & SHOPPING AMAZON ADS = 10% OF GOOGLE AFFECTING CONSUMER BEHAVIOUR?! GOOGLE SHOPPING = EAT OTHER GG AD BUDGETS
- 26. 2626 DRIVE TO STORE ONLINE OFFLINE MULTI-LAYERED RADIUS TARGETING BEACONS MAPS CAMPAIGNS STORE VISITS LOCATION EXTENSIONS
- 27. Top teams don’t build ambitious campaign strategies or innovative hacks: Search & Shopping, Audience-led, Data- driven or Drive-to-store
- 30. Thanks @soanders innovell.com Anders Hjorth Subscribe to the Report Alerts to receive notifications, report extracts and discounts when we publish new reports: https://www.Innovell.com/report-alert/
Editor's Notes
- What does this have to do with paid search, you'll say?! I did my first Google Advertising Professionals exams in 2004. It was on a Friday night, the day it was released and seriously, I was doing this drinking a beer and with the feet on my table. At the time, the Adwords equation was something beyond what we had seen in advertising before. Still 100 keywords (maybe a little low) Let’s say the extensions change your number of ad options from 10 to 50 Same number of Landing pages, 5 Add 4 devices: Google Home, Mobile, Tablet, Desktop (didn’t add the Watch) Audiences, the list could be long, let’s say 10 Complexity has increased 200-fold…
- Understanding the user journey is considered by the teams in our survey to be essential in order for them to do their job.
- Insights-driven strategies The other group of successful strategies is insights-driven. They require in-depth user research to understand the user journey, and make use of personas, which they map against it. They then use several campaign steps, often involving different channels. They are heavily reliant on measurement as they target a large span of the user journey and collect more measurement points; they need a model to attribute value correctly to the various channels and providers involved – in other words, a reliable attribution model. The leading teams use advanced attribution models in their projects and have moved away from the much-maligned last-click attribution model.
- The data-driven strategy differs from the audience-led in that it focuses more on user context and external factors than on the user state. As such, it injects external data into campaigns in order to improve campaign effectiveness. Data-driven campaigns are technically complex and use a variety of data sources: finance, weather, news, events, etc. The only limit to what data can be actioned is the insight and creativity of those actioning it, and these strategies are almost impossible for competitors to detect and counter.
- Measurement-driven strategies Measurement-driven strategies are based on what represented the original reason for paid-search success: reliable tracking of sales originating from digital advertising. Amazon are now entering the digital ads scene and already represent 10% of Google Ads, expected to double to 20%. Within Google, meanwhile, there has been a gradual budget shift from search ads to shopping ads. This gives birth to a winning search and shopping strategy. The other metrics-driven strategy we observe is the drive-to-store strategy, which addresses the complex issue of using digital advertising to drive users to a physical point of sales. The main enabler for this strategy is the store-visits metric, allowing for increasingly reliable measurement of visitor flows in a physical location. Leading paid-search teams selectively embrace offline activity: 32% of our sample systematically use offline tracking, and for 14% offline is part of their offering. We predict that this will rise in the future.