digital dealer-21 audience attribution

Digital Dealer 21Christi Olson, Microsoft Search Evangelist

Christi OlsonSearch 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

AgendaEVOLUTION OF SEARCH

ATTRIBUTION

AUDIENCES & REMARKETING

Christi Olson I Bing - Microsoft I Search Evangelist I [email protected]

Evolution of Search

Evolution of SearchCortana. 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.

2000Query SearchMatch Types Text Ads

2010Demographic SearchDay PartingLanguage

2012Mobile SearchDevice BiddingLocation

2016Voice SearchAudience Based Buying1st and 3rd Party Data

TOMORROWPersonalized SearchActionablePredictive BEYOND

Artificial Intelligence

2013AudiencesRLSA

1990 1st Search Engine


Evolution of Search


Evolution of Search

Future Voice SearchCalling Mechanic

Call Mechanic.. . .

Personalized

Predictive

Actionable

“Recall on your 2009 Ford Edge, fire risk”

“Oil change due in 200 miles”

“$20 Jiffy Lube oil change” Book

now


Evolution of Search

Language in Search is Expanding

OLD SEARCH

Match typeDesktop

QueriesClicks

Product Driven

NEW SEARCH

Mobilized People-Driven

Actionable

Integrated

Localized

Predictive

Customized

Personalized


Attribution


See Search Compare Test Drive Purchase

Attribution Would Be Easy If The Path To Purchase Were Simple and Straight Forward…


Attribution

Automotive Consumer Decision JourneyMultiple Touchpoints

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.

TV Organic Non-branded PPC Direct Display Branded PPC

Attribution

Last Click AttributionLast Non-Direct Click AttributionLinear AttributionData-Driven AttributionFirst Click Attribution


Social

AttributionYour Attribution model can feed your remarketing funnel


Attribution

Which is the Perfect Attribution Model?

Paid DigitalRemove non-paid channels and brand attribution goes

to last paid channel before conversion

First / Last ClickThe last of the first channel

clicked is awarded 100% for the conversion

Data-DrivenIncludes same level of

scoring – allocate value to channel based on assists to

the final conversions


We are no longer focused on "touch points" during the marketing and sales process, but instead meaningful, ongoing relationships that involve frequent online and real-world interactions.

So there is no perfect attribution model…

What should I think about for allocating budget across Paid Search and Paid Social?

Audience & Remarketing

Audience & Remarketing A Shift in Digital Media Towards Audience

“I don’t think it’s any secret that you’re going to see a bloodbath in the next 12 months in digital… what’s happening it’s all brand money… What brands are moving to are finding an audience.”

- Shane SmithVice Media, CEO

Source: Digiday, Shane Smith interview, May 20, 2016



Yesterday’s Search

- Centric

Campaigns are structuredaround

Reach audiences through their

Product

products

keywords

People

people

activity

Tomorrow’s Search


Audience & Remarketing Reaching Audiences Behind Your Clicks

Expanded ToolsetPages visitedCombination of pages visitedPages not visited Abandoned shopping cartsReferral URLDuration of time since last visit

KeywordsMatch Types



The value and benefits of remarketingRemarketing in Paid Search can help you achieve a number of goals:

Drive actions that are valuable to your business

Improve your ROI

Upsell or cross-sell to customers



Breaks in your houses

Leaves things behind Eats your food

Awful Burglar

Stoned Burglar

First-yearRoomate

Santa Claus



Re-thinking Campaign StructureProduct Ad

Groups

Apparel PetsGarden



Re-thinking Campaign Structure

Ready to buy LoyalDisengaged

Abandoned Shopping Cart within the last 7

days

No activity on site in over 30

days

Made a purchase within last 7

days

Increase BidsBroaden KeywordsProduct Landing Page

Increase BidsBroaden KeywordsCreate Promos

Decrease BidsExact KeywordsRemove Promos

People

Product

Ad GroupsRemarketing Strategies



Extended Reach

Site Activity 1st & 3rd Party Data

Ready to buy

Disengaged Loyal Email lists Salesforce

YouTubeCustomer

Match


Audiences

How You Can Leverage Remarketing ListsMessaging

PromotionsFinancing

Maintenance/Repair

KeywordsTop of the Funnel

Refining the Funnel &

Congruent Customer Journeys

Optimization

Bid Strategy

User Visits your Website User Searches on Bing


How UET on Bing works UID allow passing CRM data back to analytics

Bing Audience

Google Analytics and Bing UET Bing

USER ID

Tag Manager & UET Code

UID added to Audience

Sends UID to Analytics



Audience & Remarketing Create Holistic Audience Strategy

SEARCH

DISPLAY EMAILS

FACEBOOK

LINKEDIN

SEARCH

DISPLAY EMAILS

FACEBOOK

LINKEDIN


The Intersection of Audiences and Attribution

AttributionAudiences



Should you advertise on just AdWords?


20.1% U.S. search share1

%

% 32.8% Bing Network

Bing’s Unique AudienceExclusive Searchers

158M Global56M U.S.

Exclusive Opportunities to Engage

3B Global Searches2B U.S. Searches

12% of U.S. search share is exclusive to the Bing Network

Core Take Aways• There is no perfect attribution model – but if you use last click attribution, make sure you aren't de-valuing top of the funnel

channels AND continue to feed your funnel!• Think of how you can track in dealership activities to tie them to digital performance.• Search has evolved beyond keywords & match types. • Think beyond search when creating audience lists. Integrate data from other channels like display and social media.


Share an important takeaway you received from this session using hashtag #DD21 for a chance to win an iPad!

Contact Info

Full Name: Christi OlsonCompany: Microsoft, Bing AdvertisingJob Title: Search EvangelistEmail: [email protected]: @ChristiJOlson

mailto:[email protected]

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