Brands are still approaching search marketing as two separate channels, organic and paid, and often engaging separate agencies to work on very different approaches. But in modern search, is this approach really relevant, and is it delivering the best possible return? This session - which you can listen to on-demand here https://www.brighttalk.com/webcast/16065/339762 - will discuss why an ‘channel agnostic’ approach to search is not only more effective at getting more out of your agencies, but a much more efficient approach to generating a return on your investment.
Speaker: Mike McDougall, Organic Search Director, Stickyeyes
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
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
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
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/