The Intersection of Search and Creativity, presented by Jason Miller

1. The Intersection
of Search and
Creativity
Jason Miller
Microsoft Advertising. Intelligent connections.
MICROSOFT ADVERTISING

3. Thom Arkestaal
Search
is the most genuine
expression of people’s
thoughts that you’ll find.

6. “If you want to
future-proof your
brain, make it
more creative”
Dr. Michael Bloomfield

9. Creativity as a
DIFFERENTIATOR

13. Creativity is the
highest form of
intelligence
because it goes beyond
knowledge recall and extends
into knowledge creation

14. Creative
EFFECTIVENESS
Giving a brand something
that money can’t buy

15. It’s not an exact
science on measuring
its VALUE

16. How can we apply
these ideas to SEARCH?

17. FOUR
DIMENSIONS
of Creativity in Search

18. Being Creative with
SEARCH MOMENTS
AND MOTIVATIONS
01

20. 709%
increase in the
total volume of
accounts
Online sales
through non-
branded keywords
increased by 200%

22. Approach
• Communicate with customers when
they are hungriest
• Careful product selection to drive
revenue
• Create messaging with appetite
appeal

23. Creative Workshop
Fluffy
Tender
Oozy
Light
Melt in
mouth
Creamy
Perfectly
seasoned
Smothered in
BBQ sauce
Authentic

24. Leveraged location data to open
new stores
+48%
Increase in
Mobile revenue
per click
+139%
Increase in
Profit per
pound spent
Customized
menus for
different
locations

25. Being Creative with
KEYWORDS
02

27. Buisness

28. Buisness
facw
publically
vacum
wierd
definately
amazin
ness
wether

29. 558,589
Ad impressions
in just 2 days
5874
Visitors to the
branded site
with a 1.05 CTR

30. IKEA Retail Therapy

33. Being Creative with
COPY
03

34. Don’t be defined by
SERP POSITION
(A creative approach to headlines)

36. British Airways Christmas
Strike 2009
Chinese New Year 2011
Seizing the search moment
Ann Summers Example
(Newsjacking & Building the Brand w/PPC)

37. 2010 Election
Ann SummersTM Online
We specialise in long, hard,
Elections! Visit us online today.
AnnSummers.com/Election2010
Ann SummersTM Online
Visit Ann Summers & find out why we
believe in a well hung parliamen!
AnnSummers.com/Election2010

38. Ann Summers
- An innovative way
of using paid search
as a branding tool.
 Won the Revolution Awards in 2011
 Ads shown over 1.5m times
 The campaign was picked up by the
mainstream press including The BBC,
The Guardian and The Independent
 Cost was only £4,500
The results

39. Being Creative with
SEARCH DATA
04

40. Kleenex Example - Kleenex Catches Colds

41. Kleenex Example - Kleenex Catches Colds
During the cold and
flu season that year
96%of Kleenex UK’s media spend
went to regions of the country
suffering a live flu outbreak.

42. Kleenex Example - Kleenex Catches Colds
Total sales increased
40%year-on-year in the
first two months.
That’s an extra
432,499
boxes of tissues sold!

43. Kleenex Example - Kleenex Catches Colds
The brand can react
and respond to cold
and flu outbreaks as
they happen in the UK
maximizing investment
and profits.
And they won several
industry awards,
including a Gold Media
Lion at Cannes

44. How can we apply
creativity to the
future of search?
Chatbots
Enhanced with Cognitive Abilities
Visual Search
eCommerce, Skills
New Search Experiences
Marketing within SERPs
Voice
Conversational AI, Skills1
2
3
4

45. Flowers 2 U – Same Day Delivery
www.Flower2U.com/Romantic
Making bots discoverable

46. Get started (quickly) QNAmaker.ai

48. Video Extensions
Create more engaging ads that
resonate with your customers
Highlight your latest video assets
within the SERP
Clickable video inside your ad which
expands to a pop-up overlay

49. Visual Search
Reduce unnecessary step in the
customer purchase journey
Zoom in on different products to
change the ads displayed
Shop directly from an image

50. Book Recommendations
Life 3.0 The creativity code Messy Rules for Maverick

52. George Michael
I watch people who are not driven
by creativity any more, and I think
how dull it must be to produce
the same kind of thing.
If you don't feel you're
reaching something new,
then don't do it.