moving beyond the search silo
DESCRIPTION
Moving Beyond the Search Silo. Before There was Adtech , There was Search. high. Return related. 1. 2. 3. 4. 5. 6. Cost related. high. It Was a Great Time To B e a Search Marketer. Keyword Portfolio. Changing Landscape of Digital Marketing. Performance of Social. - PowerPoint PPT PresentationTRANSCRIPT
It Was a Great Time To Be a Search Marketer
Keyword Portfolio
Cost related
Re
turn
rela
ted
1 2
3
4
56
high
hig
h
Changing Landscape of Digital Marketing
Audienceification of Search
Searchification of Display
Performance of Social
Audience in Search – The Next Phase of Search Optimization
March 2014 data from excluding young drivers in Motors
+5%ps in conversion rate pre & post roll
out
Identify the audience before they land on your site. Filter out unprofitable clicks/traffic.
Emerging Trends: Cross-channel
- 47% of revenue comes from purchases made in more than one day (Google)
- 65% of revenue comes from purchases made in more than one step (Google)
- Search Engines and Social Networks are the top two sources of used to research purchase decisions (eMarketer)
Customers Who Touch Both Channels Are More Valuable
Search + Social Touches = Better Performance
• 2X higher conversion rate, 2X higher revenue / click than Search only• 4.5X higher conversion rate, 4X higher revenue / click than Social only
Focus on Acquiring Customers Across Channels
• Focusing on a single channel ignores the customers’ path to conversion • Focusing on a single channel limits the potential results you can achieve
Google ClickFacebook Click
Facebook ClickOnly
Google ClickOnly
3.56% CR$3.16 RPC
1.88% CR$1.56 RPC
.76% CR$.77 RPC
* Source: Marin Software’s Combining the Power of Search and Social for Exponential ROI report
Marketers who simultaneously retargeted across Facebook and the Web had better performance in both channels compared to marketers who retargeted in only one of those channels
Retargeting across channels leads to higher performance
April May June
0.10%
0.09%
0.08%
0.06%
0.07%
0.05%
Facebook CTR Comparison
Marketers who retarget on FB + Web Marketers who only retarget on FB
April May June
0.19%0.18%
0.20%
0.07% 0.07% 0.07%
Display CTR Comparison
Marketers who retarget on FB + Web Marketers who only retarget on Web
What challenges do marketers have with retargeting?
Difficulty
attr
ibutio
n perfo
rmance
Getting suffi
cient l
ist volu
me
Results not m
eeting e
xpectatio
ns
Lack of t
ranspare
ncy
Not enough budget
Other
Brand image
concern
s
Not enough ti
me t
o manage
Privac
y concerns
Don't beli
eve r
etarge
ting benefit
s
43%
31%
25% 25%
15%12%
11% 10%9%
3%
Cross-channel retargeting can help address some of the top challenges marketers have with retargeting
How can search intent help marketers retarget across channels?
A home improvement retailer wants to identify and target high ROI users
A fashion company wants to market to customers with specific personas
A travel company wants to reduce its costs on generic keywords
3 challenge scenarios:
Three cross-channel solutions
1. Reach high-ROI visitors by search behavior
2. Customer persona-based retargeting
3. Maximizing cross-channel reach and efficiency
How should retargeting these two types of users differ? The keyword is critical to understanding this dynamic
Approach #1 – Optimizing for ROI by search behavior
ROI for Generic Terms: 12%
Brand searchers Generic searchers
ROI for keywords including variations of your brand name:
7383%*
*actual client data
Create specific strategies for each audience segment
Brand Loyal Generic
Basics Brand adjusted ROI expectation Cross sell message? Save budget?
For consideration Brand bidding in Search? Drive Web to App adoption?
Basics Adjusted ROI expectation Aggressive Offer Messaging? Brand awareness
For consideration True value of generic? Frequency Cap high cost terms?
Approach #2 – Using search intent to create broad customer personas
45 YEARS OLD
250K HH INCOME
FORMAL + CONSERVATIVE
29 YEARS OLD
110K HH INCOME
TRENDY + CONVENIENCE
SEARCH IDENTIFIERS INCLUDE: Trending brands Funky designs Hot colors Free or Fast Shipping In-store discounts
SEARCH IDENTIFIERS INCLUDE: Classic brands Conservative styles Online shipping Past customer Searches using retail store names
Search persona retargeting – use dimensions to categorize
Persona 1
Persona 2
Hip, Trendy
Classic
Search dimensions
Some acquisition channels are necessarily expensive
Approach #3 – Maximizing cross-channel reach and efficiency
Redirect spending from high-cost channels
Hotels NYC audience
NYC Hotels
Limitations of a high-cost acquisition channel CPA Target: $100 CR: 3% CPC: $12.00 Expected CPA: $400
-100% RLSA Bid
Expand reach in more cost-efficient channels
Circa $0.50 CPCs CPA Target: $100 CR: 3% Spent: $12.00 Budget Left: $88