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One Channel Search – how a channel
agnostic approach can drive ROI.
Mike McDougall
November 2018
A quick intro…
Search Director
Mike McDougall
• 17 years in digital
• Variety of roles from client services, Paid, SEO,
Strategy
• I help our clients set their strategies using as much
data as we can get our hands on!
• Loves a good spreadsheet
One Channel Search: Why a ‘channel agnostic’ approach to search can deliver greater ROI | Mike McDougall, Organic Search Director, Stickyeyes
The future of search.
Big players are changing
their algorithms, new
players are entering the
market, e-retailers are
owning product search
and YouTube is becoming
the source for inspiration.
And at the same time,
new technology is
disrupting behaviour.
New consumer journeys.
Eretailers – particularly Amazon – are rapidly replacing Google as the top platform for
product searches and fundamentally changed search behaviour.MINDSET
Product
Searches
Reviews Price
ComparisonProduct
Research
Brand
Consideration
In-Store
STAGES
Product Use
Reviews
Reorder
Brand Search
INSPIRATION
FUNCTION
eRetail
EVERY SUCCESSFUL BUSINESS FINDS
WAYS TO DRIVE EFFICIENCY
WHO DOESN’T WANT MORE FOR LESS?
SEM market reach, PPC vs SEO.
A lot of the data we review for clients shows a heavy weighting towards Paid channels
where last click ROI can more easily be measured.
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Paid Organic
ClickShare
Estimated Click Share %
SO HOW DO WE START TO EFFECTIVELY
TREAT SEARCH AS ONE CHANNEL?
Integrating paid and organic.
The below diagram shows a typical channel split for search through the funnel – using
data to understand which levers to pull when.
PAID
ORGANIC
SEE THINK DO CARE
SEARCHVOLUME
PAID
PAID
PAID
ORGANIC
ORGANIC ORGANIC
Align your agencies!
DATA SHARING & MEETINGS
Vital that there’s a flow of data
between all digital agencies,
especially the Paid & SEO.
More all-agency meetings and
encourage greater collaboration –
not just driven by client
INCENTIVISATION
Flat fee for SEO but Paid on
percentage of spend? This is at
odds with an efficiency driven
approach.
With one agency incentivized to
spend more it’s going to be tough
to make it work.
Equilibrium.
Optimise performance and unlock major cost efficiencies by operating your paid
and organic search campaigns in perfect harmony.
AUTOMATION
Automatically adjust bidding
strategy as organic
performance changes over
time.
BIDDING INTELLIGENCE
Intelligently align bidding
strategy with your
commercial goals; reduce
cost or dominate?
REAL-TIME TRACKING
Organic rankings are
analysed by the minute, 24
hours a day, 7 days a week.
DATA INTEGRATION
Integrate external
performance data in real-time
to align with cross-channel
KPIs.
GOOGLE / BING / YAHOO! / YANDEX / BAIDU
Smarter Targeting
CRM data, cookie data, 1st party, 3rd party
– there’s A LOT of ways to use this.
Evolved targeting.
GENERICS
GENERICS
COMPETITORS
BRAND
THE OLD TARGETING APPROACH THE NEW TARGETING APPROACH
Brand
Competitors
Mid + Tail
Generics
HT
Generics
Brand - Generic
Education
Parental
Status
Demographics
In
Market
On-site behaviour
Location /
Device
CRM Data
Affinities
CENTRIC
Smarter Investments.
Brands can apply what they know about a users previous engagement with their website
in order to instruct how much they bid for these users.
LOWEST LOW MID
LEVEL
HIGH HIGHES
T
£1.10 £1.30 £1.50 £1.70 £1.90
Content
Engager
Category Page Viewer Product Page
Viewer
Requested a Brochure Abandoned Cart
Viewer
ENGAGEMENT LEVEL & PROPOSED
AUDIENCE BID
HigherLower
Better Use of Data.
KIT.
Unlock the biggest quick wins through an intelligent, data-led approach to keyword
strategy.
FAST RESULTS
Identify the keywords with
the greatest short-to-medium
term potential to grow traffic.
TARGETED BATTLES
Pinpoint keywords with the
lowest barriers to traffic
driving performance.
GOALALIGNMENT
Prioritise keywords based
on your wider business
goals and commercial value.
BESPOKE STRATEGY
Develop a bespoke keyword
strategy tailored to your
budget and position in the
market.
SEARCH VOLUME / RANKINGS / AVG. DA (TOP 10) / AVERAGE CPC / ADWORDS COMPETITION DATA
Identifying opportunities.
Our KIT tool identifies opportunities, tells us where we need new or optimized content, and
recommends a unified one-search strategy approach.
Keyword Cluster
Cluster
Monthly SV
Cluster Avg.
Rank
EOW
Score
Avg. DA Top
10
Content
Score – top
10
Content
Score - Client
Cluster Search
Strategy
Cluster 1 51,010 101 67% 73.8 66% 30% Type 1
Cluster 2 21,490 94.5 66% 76.2 38% 22% Type 1
Cluster 3 28,300 11.3 69% 53.7 60% 29% Type 2
Cluster 4 2,560 3.3 65% 54.7 58% 23% Type 3
Cluster 5 8,970 14.25 65% 57.5 52% 18% Type 3
Cluster 6 23,900 13 68% 56 61% 28% Type 2
Cluster 7 2,600 10.8 57% 58.5 60% 22% Type 3
Cluster 8 37,440 20.16 59% 66.8 56% 22% Type 2
Cluster 9 1,200 101 48% 72 42% 16% Type 4
Type 1
Long Term SEO
Mid Term PPC
High EOW
Type 2
Aggressive SEO
Short Term PPC
High EOW
Type 3
Aggressive SEO
Short Term PPC
Mid EOW
Type 4
Aggressive SEO
Seasonal PPC
Low EOW
Integrated Search
Reporting.
Channels working in harmony.
The below data shows how the balance of investment could split for a brand over a year whilst
overall search performance is driven up.
M1 M2 M3 M4 M5 M6 M7 M8 M9 M10 M11 M12
Driving overall search efficiency
Paid Investment Organic Investment Overall Performance
Want more insight?
Download our free whitepapers and sector
reports and watch our bi-weekly video news
series at:
https://www.stickyeyes.com/resources/

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One Channel Search: Why a ‘channel agnostic’ approach to search can deliver greater ROI | Mike McDougall, Organic Search Director, Stickyeyes

  • 1. One Channel Search – how a channel agnostic approach can drive ROI. Mike McDougall November 2018
  • 2. A quick intro… Search Director Mike McDougall • 17 years in digital • Variety of roles from client services, Paid, SEO, Strategy • I help our clients set their strategies using as much data as we can get our hands on! • Loves a good spreadsheet
  • 4. The future of search. Big players are changing their algorithms, new players are entering the market, e-retailers are owning product search and YouTube is becoming the source for inspiration. And at the same time, new technology is disrupting behaviour.
  • 5. New consumer journeys. Eretailers – particularly Amazon – are rapidly replacing Google as the top platform for product searches and fundamentally changed search behaviour.MINDSET Product Searches Reviews Price ComparisonProduct Research Brand Consideration In-Store STAGES Product Use Reviews Reorder Brand Search INSPIRATION FUNCTION eRetail
  • 6. EVERY SUCCESSFUL BUSINESS FINDS WAYS TO DRIVE EFFICIENCY WHO DOESN’T WANT MORE FOR LESS?
  • 7. SEM market reach, PPC vs SEO. A lot of the data we review for clients shows a heavy weighting towards Paid channels where last click ROI can more easily be measured. 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% Paid Organic ClickShare Estimated Click Share %
  • 8. SO HOW DO WE START TO EFFECTIVELY TREAT SEARCH AS ONE CHANNEL?
  • 9. Integrating paid and organic. The below diagram shows a typical channel split for search through the funnel – using data to understand which levers to pull when. PAID ORGANIC SEE THINK DO CARE SEARCHVOLUME PAID PAID PAID ORGANIC ORGANIC ORGANIC
  • 11. DATA SHARING & MEETINGS Vital that there’s a flow of data between all digital agencies, especially the Paid & SEO. More all-agency meetings and encourage greater collaboration – not just driven by client INCENTIVISATION Flat fee for SEO but Paid on percentage of spend? This is at odds with an efficiency driven approach. With one agency incentivized to spend more it’s going to be tough to make it work.
  • 12. Equilibrium. Optimise performance and unlock major cost efficiencies by operating your paid and organic search campaigns in perfect harmony. AUTOMATION Automatically adjust bidding strategy as organic performance changes over time. BIDDING INTELLIGENCE Intelligently align bidding strategy with your commercial goals; reduce cost or dominate? REAL-TIME TRACKING Organic rankings are analysed by the minute, 24 hours a day, 7 days a week. DATA INTEGRATION Integrate external performance data in real-time to align with cross-channel KPIs. GOOGLE / BING / YAHOO! / YANDEX / BAIDU
  • 13. Smarter Targeting CRM data, cookie data, 1st party, 3rd party – there’s A LOT of ways to use this.
  • 14. Evolved targeting. GENERICS GENERICS COMPETITORS BRAND THE OLD TARGETING APPROACH THE NEW TARGETING APPROACH Brand Competitors Mid + Tail Generics HT Generics Brand - Generic Education Parental Status Demographics In Market On-site behaviour Location / Device CRM Data Affinities CENTRIC
  • 15. Smarter Investments. Brands can apply what they know about a users previous engagement with their website in order to instruct how much they bid for these users. LOWEST LOW MID LEVEL HIGH HIGHES T £1.10 £1.30 £1.50 £1.70 £1.90 Content Engager Category Page Viewer Product Page Viewer Requested a Brochure Abandoned Cart Viewer ENGAGEMENT LEVEL & PROPOSED AUDIENCE BID HigherLower
  • 16. Better Use of Data.
  • 17. KIT. Unlock the biggest quick wins through an intelligent, data-led approach to keyword strategy. FAST RESULTS Identify the keywords with the greatest short-to-medium term potential to grow traffic. TARGETED BATTLES Pinpoint keywords with the lowest barriers to traffic driving performance. GOALALIGNMENT Prioritise keywords based on your wider business goals and commercial value. BESPOKE STRATEGY Develop a bespoke keyword strategy tailored to your budget and position in the market. SEARCH VOLUME / RANKINGS / AVG. DA (TOP 10) / AVERAGE CPC / ADWORDS COMPETITION DATA
  • 18. Identifying opportunities. Our KIT tool identifies opportunities, tells us where we need new or optimized content, and recommends a unified one-search strategy approach. Keyword Cluster Cluster Monthly SV Cluster Avg. Rank EOW Score Avg. DA Top 10 Content Score – top 10 Content Score - Client Cluster Search Strategy Cluster 1 51,010 101 67% 73.8 66% 30% Type 1 Cluster 2 21,490 94.5 66% 76.2 38% 22% Type 1 Cluster 3 28,300 11.3 69% 53.7 60% 29% Type 2 Cluster 4 2,560 3.3 65% 54.7 58% 23% Type 3 Cluster 5 8,970 14.25 65% 57.5 52% 18% Type 3 Cluster 6 23,900 13 68% 56 61% 28% Type 2 Cluster 7 2,600 10.8 57% 58.5 60% 22% Type 3 Cluster 8 37,440 20.16 59% 66.8 56% 22% Type 2 Cluster 9 1,200 101 48% 72 42% 16% Type 4 Type 1 Long Term SEO Mid Term PPC High EOW Type 2 Aggressive SEO Short Term PPC High EOW Type 3 Aggressive SEO Short Term PPC Mid EOW Type 4 Aggressive SEO Seasonal PPC Low EOW
  • 20. Channels working in harmony. The below data shows how the balance of investment could split for a brand over a year whilst overall search performance is driven up. M1 M2 M3 M4 M5 M6 M7 M8 M9 M10 M11 M12 Driving overall search efficiency Paid Investment Organic Investment Overall Performance
  • 21. Want more insight? Download our free whitepapers and sector reports and watch our bi-weekly video news series at: https://www.stickyeyes.com/resources/