level up search marketing
DESCRIPTION
Search marketing has become one of the largest and most cost- effective ways of reaching consumers. On July 31st, a|muse hosted a thought leadership series called Level Up focusing on ways to brand your company on search engines.TRANSCRIPT
SEARCH MARKETING: WHERE INTENT MEETS ACTION #HTXLevelUp
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CREATIVE
Branding | UX/IA | Interactive | Design Video | 3D/Motion | Copywriting
STRATEGY
Research | SEO,SEM| Display Social | Mobile| Content | Analytics
TECHNOLOGY
Web Development | App Development Mobile | CMS| Kiosk | Gaming
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DEMO REEL
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A thought leadership series presented by
A Hearst Digital Agency
#HTXLevelUp
t @amusedigital
f fb.com/amusedigital
g+ amuse digital
in amuse – Hearst Digital Agency
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OUR PRESENTATION PARTNER
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TABLE OF CONTENTS
Branding on Search
Impact of Paid Advertising
Optimizing Content for Search
Attributing Search Efforts
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FEATURED SPEAKERS
Tiffany Miller Director of Business Developer for Local at Kenshoo
linkedin.com/in/tiffrowe
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FEATURED SPEAKERS
Antonio Mendoza Director - Search Marketing at a|muse
linkedin.com/in/mendozaantonio
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FEATURED SPEAKERS
Ryan Greene Senior Search Strategist at a|muse
linkedin.com/in/greenerc
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FEATURED SPEAKERS
Cory Matthews Senior Organic Search Strategist at a|muse
linkedin.com/in/corybmatthews
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FEATURED SPEAKERS
Alison Sutton Director-Content and Social Media Marketing at a|muse
linkedin.com/in/alisonsutton
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FEATURED SPEAKERS
Rajani Sathyamurthy Manager of Analytics and Measurement at a|muse
linkedin.com/in/rajanimurthy
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WHERE INTENT
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WHY SEARCH?
• Search is part of people’s everyday lives
• It’s the world’s largest focus group
• In what other medium do customers actively tell you what they want?
• Reach a vast, interested audience at every stage of the customer journey
• Influence people during the moments that matter
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MORE SCREENS, MORE MOMENTS THAT MATTER
Screens Smartphone (soon to be a billion users worldwide), tablets, desktop, and devices blurring the distinction between them.
Mobile Study reads 77% of mobile searches are in a location (home or work) where people are likely to have a PC available to them.
Focus on People: Need, Behavior, Intent
Switch Screens According to research, 90% of multiple device owners switch between screens to complete tasks.
Source: Google/Ipsos MediaCT, Search for Brands Industry Research, June 2014. © a|muse digital agency, Inc. Proprietary.
HOW USERS SEARCH
Affinity Searches Users are searching broadly with no product or category in mind.
Category Searches Users are interested in a general type of product or service.
Branded Searches Users know exactly what they are looking for.
What’s the difference?
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BUILDING YOUR BRAND It’s important for brands to appear on the first page of search results. Refining the affinity, category and branded keyword list improves performance.
• Search is not just a product. It’s a behavior. It’s changing the way people buy.
• Zero “moment of truth.”
• Use search to reach them – wherever they are.
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CONNECTING WITH AN INTERESTED AUDIENCE
Search Interest Over Time (U.S.)
AVERAGE 2005 2007 2009 2011 2013
Curly Hair Pantene Google Trends, showing relative volumes of two searches
Over 100 Billion searches each month
15% Each day are completely new
Studying language and culture of the interested audience
Source: Google device study 2013. © a|muse digital agency, Inc. Proprietary.
REACHING AN INTERESTED AUDIENCE What are the related and interested searches? What impact do those have on the brand? What’s the impact of user search queries?
Branded Category Affinity
Brand presence Not present
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ENGAGING AN INTERESTED AUDIENCE • Connecting the search query with a
related article (importance of relevance)
• Position (first page; top of mind)
• Ad content
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MEASURING THE RESULTS Performance Marketing Metrics Clicks, CTR, cost per conversion. Success here means efficiently driving conversions.
Search Marketing Impact Monitoring the coverage of the search terms you want your brand to be associated with. Impression share (the search equivalent of share of voice) and engagement actions (average duration on site, pages visited, exit rates).
30 Right now
Active visitors on site
23% 37% 23% 17%
Direct Organic Referral Campaign
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IMPACT OF PAID ADS Results show that search ads have a clear and positive impact on brand awareness.
SEARCH ADS LIFT TOP-OF-MIND
AWARENESSAN AVERAGE OF 6.6 PERCENTAGE POINTS
14.8%
8.2%NO AD IN GOOGLE SEARCH
AD APPEARED IN GOOGLE
SEARCH 19%10%
AUTOMOTIVE
9pp*Lift
15.2%6.2%
B2B
9pp*Lift
19.1%11.1%
CPG
8pp*Lift
17.7%11.7%
RETAIL
6pp*Lift
Vertical Highlights
Source: Google/Ipsos MediaCT, Search for Brands Industry Research, June 2014. © a|muse digital agency, Inc. Proprietary.
MEETS ACTION
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LET’S TAKE A BREAK
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IMPACT OF PAID ADS
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WHAT ARE PAID ADS? Paid search advertising offers the chance to pay (by the click) for visibility on major search engines such as Google, Bing and Yahoo! when people search for terms related to the product or service that the website is talking about.
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WHY USE PAID ADS? • Pay per click
• Higher visibility
• Show up for search queries that you aren’t appearing organically
• Bid flexibility
• Ad Rank
• Ads with higher Quality Scores may show up higher than other ads, even with lower bids
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*Enquiro Study
PAID & ORGANIC SEARCH Studies show that when both a paid and natural listing existed for a given site, brand recall, brand affinity and purchase intent increased.*
Awareness
Interest
Desire
Action
Organic is strongest for leading visitors into the conversion funnel
Paid is strongest for converting users at the last click
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UNDERSTANDING USER BEHAVIOR
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AD RANK Understanding the importance of position across
• Device
• Keyword categories
• Regions
• Content
• Landing pages
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80% Don’t leave home without their device
A CONNECTED WORLD
Source: Google device study 2013. © a|muse digital agency, Inc. Proprietary.
SMARTPHONES FOR SEARCH
59% Product Information
50% Restaurants Pubs & Bars
31% Travel
25% Job Offers
18% Apartments, Housing Info
Source: Google device study 2013. © a|muse digital agency, Inc. Proprietary.
Then purchased via computer
Then purchased it offline
CROSS-DEVICE PURCHASE
37%
32%
Research on Smartphone
Source: Google device study 2013. © a|muse digital agency, Inc. Proprietary.
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IMPACT OF PAID VIDEO
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TRUEVIEW
• Find and reach your target demographic
• Gain valuable insights about your video and audience
• Spread video messages on a large scale to 1B + visitors each month
• Reach new customers wherever they are, on desktop, tablet and mobile
TrueView will allow your brand to: In-Stream
Skip Ad
In-Display
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TARGETING LAYERS
• Age & Gender
• Video Topics: Specific placements on videos that fall within categories of your choosing.
• Interests: Show your video to people who have previously watched videos on topics of your choosing. This leverages their search history to show targeted users, regardless of the topic of the current video.
• Keywords: Use search and contextual targeting to show your videos to people searching for a specific term, or contextually across Google Display Networks sites.
• Placements: Run your video on specific YouTube videos, or on specific sites across the Google Display Network.
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THE NEW PRIMETIME Engagement is steadily high on smartphone and desktops throughout the day, whereas engagement on tablets and TVs peaks at primetime hours.
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QUESTIONS?
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LET’S TAKE A BREAK
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WHY OPTIMIZE CONTENT?
Impact the Research/
Buying Cycle
Build Trust & Credibility
Increase Web Traffic
Competition Help Build Your Brand
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CONTENT TYPES
BBlog / Articles Website Text Imagery
Video Infographics Interactive Elements
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HOW TO OPTIMIZE • Create search themes based on what you know about your audience
• Perform keyword research
• Choose your content medium
Optimize Header
Populate Page Tags
Embed Link Back to Site
Google Authorship
Optimize Teaser And Body Copy
Descriptions Alt-tags Social Post Copy
Category Tags
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QUESTIONS?
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