Search integration - Latitude


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Slides from the CEO of Latitude, Alex Hoye, presented at the Online Marketing Show in London looking how to integrate search engine marketing with other online and offline marketing channels.

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Search integration - Latitude

  1. 1. Search needs to integrate on a bigger stage
  2. 2. The Anglian holistic strategy Direct Mail/Door PPC Drops TV SEO Holistic Display & Press Marketing Affiliate Strategy All channels working together for mutual benefit
  3. 3. PPC working with other channels • PPC both drove and captured sales • PPC was used to test messaging and based on CTR the messaging was carried through to other promotional activity Anglian Double Glazing Anglian Double Glazing Pick & Mix Home Improvements Sale 40% off your home improvements Which 3 savings will you choose? If we use your house as a showhome
  4. 4. Creative messaging <Press Anglian Double Glazing Pick & Mix Home Improvements Sale ad> Which 3 savings will you choose? Maintain consistent messaging to customer
  5. 5. Social media & online PR in SERPs 2005 – 20 positions on P1 2010 – 40+ positions on P1 A multitude of related media content within Google’s first page
  6. 6. Images Tag them - Title tag - Alt tag Host them on your server - Not on image server Build a link campaign Pictures of: - products - events - launches
  7. 7. Video Video back catalogue to create channel Results - Increase page presence - Improve brand awareness - Integrate into social media brand strategy
  8. 8. Online PR Increasing prominence of online PR and social media within SERP’s Need to control news results with release distribution Need to monitor Twitter for real-time results
  9. 9. Social media monitoring Monitor social networks to ensure negative mentions don’t explode on to the SERPs
  10. 10. What’s TV serving up for search?
  11. 11. TV & Search in Travel 1300% increase in PPC brand impressions and 700% increase in clicks after TV campaign TV campaign starts PPC mops up brand clicks from TV campaign for as little as 1-2p
  12. 12. TV & Search in Travel Cheaper slots later in the day create better correlation in clicks Expensive GMTV slot Brand Clicks for Operator vs TV Spot Impacts by hour –Jan 15th doesn’t generate correlation in PPC clicks Measure effectiveness of TV slots using click and impression data from PPC
  13. 13. Display and Search... ...they’re starting to appear similar, and now they should work together.
  14. 14. Search techniques are important for brand CPC CPM
  15. 15. More channels are using search techniques CPC CPM
  16. 16. More channels are using search techniques CPC CPM
  17. 17. More channels are using search techniques CPC CPM
  18. 18. More channels are using search techniques CPC CPM
  19. 19. Extending the search campaign with What? Why? ● Free & legal music streaming ● Branding ● 10 – 15k new UK users per day ● Drive response and ROI ● Accountability ● Target by - Age - Gender - Postcode - Day part
  20. 20. What we did Pushed downloads of free 3 day pass 35 downloads in first 3 days!
  21. 21. Branded playlists Increased engagement with exercise themed branded playlist Members could submit favorite workout tunes to playlist, then submit to social networks
  22. 22. Use the right technology to measure what’s converting
  23. 23. Engagement mapping Online video Display Spotify PPC Affiliate SEO Game, set and match!