How does the Customer Journey Impact your Conversion funnel
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Impact on conversion funnel and four stages of the funnel
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How does the Customer Journey Impact your Conversion funnel
- 1. HOW DOES THE CUSTOMER JOURNEY IMPACT YOUR CONVERSION FUNNEL ?
- 2. Milestone Confidential About Milestone Digital Marketing Software and Services Silicon Valley ~ Chicago ~ DC ~ 1950 customers ~ 250+ Awards Unalytix Dashboard and Analytics
- 3. Milestone Confidential Panel • Sara Linton Product Marketing Specialist • Heidi Bitar VP Client Services • Tammie Carlisle AVP Sales and Customer Solutions • Benu Aggarwal Founder & President
- 4. Milestone Confidential Agenda 1 Your Customer Journey 2 Evolution of Search 3 Who, Where and What 4 Channel Optimization 5 Social, SEO, and Paid 6 Attributions 7 Key Takeaways
- 5. Milestone Confidential Customer Journey Evolution Old Model New Model Awareness Engagement Bookings / Conversion Trust
- 6. Milestone Confidential What Your Marketing is Doing Now What It Should Be Doing Each User Has Their Own Path
- 7. Milestone Confidential Understand Your Conversion Path 1 Understand Your Audience 2 Understand Your Audience Media Consumption Behaviors 3 How Can Your Marketing Effect The Purchase Path? 4
- 9. Milestone Confidential Search History 1991 - 2003 2003 - 2006 2007 - 2013 http://searchengineland.com/evolution-seo-trends-25-years-223424
- 10. Milestone Confidential Built for the Human SEM Shareable Content Google Adwords User Behavior Facebook Ads Tweets On-Site Elements Semantic Keywords Relational Links SEM Content Google Adwords On-Site Elements Keywords Directory Links Built for the Spiders 2009 2015 Future of Search - http://bit.ly/1YuVir7
- 11. Milestone Confidential Digital Presence Today (2013 – 2016)
- 12. Milestone Confidential It is all about User Experience (Conversational Content) Schemas Index Social Links / Citations PANDA Thin content / duplicate content PENGUIN Bad links / Keyword stuffing HUMMINGBIRD Tactics Strategy AMP HTML Accelerated Mobile Pages (New Framework AMP HTML puts content in fast lane) KNOWLEDGE Graph (Drive wearable technology) Voice Search
- 13. Milestone Confidential Digital Presence Today – Best User Experience (2016+) Speed Multi-device Mobile Social Sharing Engagement Semantic Keywords and User Intent
- 15. Milestone Confidential Who is Your Audience? Local / Repeat Customer Business Traveller Leisure Traveller Events and Meetings Brand Local Location Loyal
- 16. Milestone Confidential Where - Marketing Channels Influence on Purchase Decisions: US Travel Industry
- 17. Milestone Confidential 16% ORGANIC BEGINNING MIDDLE GOAL (STBE) Channel Position on the Path to Purchase Paid 1 = Brand Paid Search Paid 2 = Generic Paid search Reference: https://www.thinkwithgoogle.com/tools/customer-journey-to-online-purchase.html 40% 44% 38% DIRECT 17% 45% 10% DISPLAY 25% 65% 19% EMAIL 36% 45% 18% PAID 1 35% 47% 15% PAID 2 40% 45% 22% REFERRAL 35% 45% 11% SOCIAL 45% 45%
- 18. Milestone Confidential Source of Leads for Hospitality Sites Jan 2016 Organic 38% Direct 25% Referral 15% Paid 8% Social 3% Other 11% Source: Milestone Unalytix. Data collected across 1600 Hotel and Restaurant Websites for January 2016 Organic 45% Direct 15% Referral 11% Paid 10% Social 4% Other 15% ~1600 Hotels Branded and Independent ~500 Independent Hotels
- 19. Milestone Confidential Search Engine Result Page Behavior 2005 vs 2014 What Does it Means for Business? SERP Saturations Impressions Traffic coming from various channels http://www.fueltravel.com/blog/search-engine-results-page-behaviors-2005-versus-2015/ 1 2 3 1 2 3
- 20. Milestone Confidential Saturate Digital Presence Present In Knowledge Graph Saturate SERPs Barnacle SEO Directions, Maps, Address, Images, Business Info, Reviews, Ratings, About the business Channels Branded Non-Branded
- 21. Milestone Confidential But Budgets are Allocated Differently Courtesy: Forrester Research
- 23. Milestone Confidential In the past year, 2015 conversion rates have grown 88% on mobile travel sites
- 24. Milestone Confidential Customer Journey – Think with Google
- 25. Digital Customer and Search Behavior Customer Search 1 2 3 Channels Displayed in Search Few Activities to Saturate Channels Responsive Site Maps (Apple, Nokia, Bing) Active Engagement on Social Profiles Email Marketing /Press IYPs, Destination Cites, UGC Remarketing ads and retargeting
- 27. Milestone Confidential Trends for Factors Impacting Search Mobile Schema Speed Usability Site Quality
- 28. Milestone Confidential Search Engine Ranking Factors 8.2 6.31 5.33 3.98 0 1 2 3 4 5 6 7 8 9 10 Backlinks Content Website Technology Social Source: https://moz.com/search-ranking-factors (On ranking on scale of 1-10) Quality, Relevancy and Authority Fully Meet Needs, Informational, Authoritative Mobile, Semantic, Speed Presence, Shares/Likes Engagement
- 29. Milestone Confidential Planning Your Customer and Their Journey Young Free Spirit Self Seeker Bride Experience Seeker Couponing Family Dream Tripper Go for it Family Frugal Boomer Visiting Family Retiree Bucket Lister Search Engines Wedding Directories Wedding Blogs Social Channels Personas Channels • 25-35 years old • Multiple jobs over several years • 4+ trips a year • HHI @ $75K+ • Very active on social media • Likely to travel with other friends Actions Recommendations, Engagement RFP • Dreaming moments • Planning moments • Booking moments • Experiencing moments Compare and Qualify Validate, Trust, Relevancy
- 30. Milestone Confidential Poll Question #1 • What marketing channels are your top priorities? – A. Website – B. Organic Promotion – C. Social Media – D. Paid Marketing – E. All of the Above- Equally
- 31. CHANNEL OPTIMIZATION WEBSITE DIGITAL PRESENCE (LOCAL + SEO ) CONTENT SOCIAL PAID EMAILS
- 32. Milestone Confidential What Happens When a Site is Launched? New Website Launch Responsive Site Better Indexing in Search Results Increase in Clicks/SERP Saturation/ Impressions/ Conversions 1 2 3 4 Schema-enabled SEM Saturation
- 33. Milestone Confidential Impact of Semantics and Mobile Friendly New website pushed live Impact of SCHEMAs Mobile-Friendly
- 34. Milestone Confidential Optimizing Website Technology for User and Search Minimize HTTP requests Minify JS & CSS Optimized images GZIP components HTML CSS < > xml HTML Validation CSS Validation Link Checker / Internal Links Canonical Tags Sitemap - XML (Images, Video) Optimized meta tags Header tags – H1, H2, H3 Alt Tags for Images meta <h1> Schemas Markup Platform Performance and Site Speed Optimization Crawlability Optimization Search Optimization Social Tags AMP HTML 85% faster
- 35. Milestone Confidential Optimizing Content Around Customer Journey Inspiration (Social, Emails) Research & Discovery (Website, Search Engines, Social) Purchase (Website, In- Hotel) Post- Purchase Retention (Social, Emails)
- 36. Milestone Confidential Content Optimization 3 Types of Queries • Navigational: branded or specific website • Informational: long-tail and research and questions • Transactional: ready to make a purchase
- 37. Milestone Confidential Google Criteria for High Quality Content • Your Money or Your Life • EAT (Expertise – Authoritativeness- Trustworthiness) • Relevant content for each query type • Low Quality Pages Criteria • Your site / content meets/ exceeds rating criteria • All ratings are done on mobile devices! https://static.googleusercontent.com/media/www.google.com/en//insidesearch/howsearchworks/assets/searchqualityevaluatorguidelines.pdf
- 38. Milestone Confidential Understand Searcher Intent – Informational Queries
- 39. SOCIAL & SEO
- 40. Milestone Confidential High Social Sharing Correlates to High Rank #1 result has no backlinks, but thousands of social shares #7 result has hundreds of backlinks, but no social shares Tools used: SEO Quake plugin for link data, and Buzzsumo for social sharing data
- 41. Milestone Confidential Aligning To Your Social Goal Presence Consistent information across social channels Reach Increasing fans and followers Engage Community Management
- 42. Milestone Confidential Social Content Strategy Events and Local Happenings Hotel InformationEvergreen Topics HotelPromotions Rooms&Suites Outlets Groups&Weddings UniqueSellingPoints Location CommercialAttractions NearbyNatural Attractions CulturalAttractions VisitorTips CityEvents Music RegionalEvents Holidays Music TheatreCulturalFairs Budget for posts to boosted with spend, to allow content to be seen by fans
- 45. LOCAL PRESENCE
- 46. Milestone Confidential Local Presence - Saturating All Channels Local Search Engine & Hyper Local Listings Data Aggregators Internet Yellow Pages Business, Local, Industry and Niche Maps
- 47. • Physical location • Categories on GMB • No duplicate listing • Consistent url, name, address or phone number (UNAP) • Relevant and engaging content • Reviews Factor Impacting Local Presence SMX 2016 - Putting Your Business on MAPS http://bit.ly/1nydiDo
- 48. Milestone Confidential Customer Profile & Digital Presence
- 49. Milestone Confidential Cleaning, Deleting Duplicate and Enhancing In just 90 days, this existing client had 173 actions performed by NAPtune
- 50. PAID SEARCH
- 51. Milestone Confidential Customer Behavior in Paid Search 1 2 3 Critical Activities Performed Ad extensions Multi-device Ad Ads on Social Channels Programmatic Display Ad Mobile Ad Search Ads Customer Search Channels Displayed in Search Remarketing Display OTAs Search Social Mobile
- 52. Milestone Confidential Customer Conversion Funnel – Channels Goal: Conversions & Revenue Goal: Visibility & Branding Meta 6.2x Banner Ads OTAs 19.5x Display 1.8x Programmatic Advertising 12x PPC 22.1X Save the Date: Paid Marketing Webinar March 29th
- 53. Milestone Confidential Poll Questions #2 • How do you currently measure your digital success? – A. We are busy- must be working – B. Year over year results – C. Month over month results – D. Customer journey and conversion funnel benchmarks
- 54. ATTRIBUTIONS
- 55. Milestone Confidential Top 5 Sources Users (m) Expected Attribution Observed Attribution 700 Social Direct/None 2.5 Organic Direct/None 900 Referral or Social Direct/None 300 Referral or Social Direct/None 900 Email Direct/None Attribution Issue Caused by Dark Traffic Dark Traffic does not get attributed to appropriate channel/medium buckets
- 56. Milestone Confidential Biggest Opportunity We measure KPI’s year over year Search behavior and attributions are changing Should we measure full journey
- 57. Milestone Confidential Above channel as a part of conversion flow Effectiveness of Organic in Multichannel Flow- II
- 58. Milestone Confidential Measuring Success On Google My Business
- 59. Milestone Confidential Measuring Success On Third Party Site Impression and clicks from relevant channels are important
- 60. KEY TAKEAWAYS
- 61. Milestone Confidential Key Takeaways • Customer search behavior is evolving • Understand your customer and their journey • Carefully plan out activities to saturate all touch points • Establish KPIs to measure every stage of customer journey and conversion funnel • Manage your digital presence to yield highest results
- 62. Milestone Confidential Thank You! Time for Questions Save the Dates: March 29th Paid Marketing Webinar with Google April 19th Social Media Webinar July 25th-26th Milestone Digital Marketing Conference Milestoneinternet.com Milestonemktg MilestoneInc
Hinweis der Redaktion
- Sara: Hello everyone, I see we have people joining us from all around the world so I want to say Good Morning, Good Afternoon, and Good evening to all those taking their time to attend our Hotel Digital Marketing Snapshot & How to Budget for 2016 webinar. A few quick things before we get started, while waiting for the last minute attendees- we have muted everyone to avoid audio disturbance. If you have any questions as we go through the presentation, please feel free to ask them using the gotowebinar chat box and we will address those questions at the end of the webinar, if time is running tight we will answer the questions in our blog. Additionally, this webinar is being recorded and the video will be shared on our blog as well. And without further delay, lets meet the people on the call today. I am Sara Linton from Milestone Chicago office and I am the moderator for this webinar. Next, is Heidi Bitar, Milestone’s Vice President of Client Services. Heidi brings more than 20 years of hotel industry experience to the Milestone team, where she manages client services and relationships and leads our Chicago office. An integral asset to Milestone, she draws on 15 years of experience in developing ecommerce strategies for hotels Next, we begin the introductions for our home office in Santa Clara CA with Tammie Carlisle. Tammie is responsible for developing and maintaining relationships for Milestone with hospitality clients and industry associations in the Western US, as well as training her team in the latest software developments and trends affecting the hospitality industry. Before joining Milestone Tammie was a Milestone client for five years as the Director of Sales and Marketing for Silicon Valley Hotels And, last but not least, is Benu Aggarwal, Milestone’s Founder and President. Benu founded Milestone in 1998- as a hospitality veteran she understood the need and revenue potential digital marketing brought to the industry. Benu is always on the pulse of the industry- and often speaks at search marketing events around the country, including last week at SMXwest. At Milestone benu leads product and delivery teams and overall technology vision of the company. So, lets see what will be covered…
- Evolution of customer journey – Today’s Digitally Savvy customer is not following traditional conversion funnel. Conversions happens across all devices, channels, and stages of the customer journey .. Customer Journey Mapping is the most powerful tool for Marketers. In this webinar, we will share different channels, stages and activities to convert todays savvy customer.
- Lets step back and evaluate our current digital marketing strategies? .. Are we customizing our digital marketing strategies? Are we giving our customers what they want? Do we know what is the intent, behaviors of our customer? Are we creating seamless experience for our customers based on what they want?
- Slide 6.. 4 steps of Marketing to your customers.
- Benu’s Note - Search used to be about keyword and back links. Search is about great user exercise. 1991 – 2003 Links > content SEOs: keyword stuffing, excessive tagging, (spammy) backlinks 2003 – 2006 Birth of local SEO Link spam forces change: Google starts penalizing bad linking and keyword stuffing 2007-2013 Google starts looking well beyond links; frequent algo changes, more penalties Content > links Content media enters SERPs, social content starts to play a role Focus on personalized search results Google publicly acknowledges including ML in algo (2013) Reference: http://searchengineland.com/evolution-seo-trends-25-years-223424
- Slide 9.. In 2009, Search Engine Algorithm were built for crawler. 2015 it is build for human. Search results are build based on semantics, relevancy, trust, user experience, Future of Search – An Ultimate Mobile assistant that helps you with your daily like so you can focus on the things which matter.
- Slide 11 – Google ensured by releasing various algorithm that search community /business can focus on user experience Google stops looking at as much at keywords and looks at: Search intent Language Diversity in results Freshness User experience Segmented content Device optimization User intent
- Panda and Penguin manage to get rid of all the tactics such as adding keywords and links.. Hummingbird really focused on meaning behind the word The Google Knowledge Graph is a system that Google launched in May 2012 that understands facts about people, places and things and how these entities are all connected Google’s Knowledge Graph provides structured and detailed information when people search for facts. This means that users may find what they were searching for without having to click through to other sites Google is not thinking about how the Knowledge Graph will affect your website traffic—Google is concerned with providing the searcher with the most relevant information. As a businesses it was crucial to ensure we are present in knowledge graph. It is like your business identity in search results. . Semantic Search embraced new evolution in search behaviors and platform - Wearable devices, Voice search became more accurate and common way to find information. AMP – New google open source protocol. Currently open for news sites. Cashed version of your site on google server. – It is all about being fast, timely etc..
- Slide 13.. Todays digital presence is all about speed, semantic, social relevancy, engagement, user experience.. ------------------------------------------------------------------------------------------------------------------------------------ Algorithms won’t be determined by people ML will look at specific metrics Optimizing less for inputs and more for searcher outputs Possible ML metrics (http://www.slideshare.net/randfish/onsite-seo-in-2015-an-elegant-weapon-for-a-more-civilized-marketer/1) Long to short click ratio Relative CTR vs. other results Rate of searchers conducting additional, related searches Sharing/amplification rate vs. other results Metrics of user engagement across the domain Metrics of user engagement on the page
- Marketing Channels Influence Purchase Decisions.. It is not just one channel.. It is all the channels working together?
- How each channels plays significant role on path to purchase?. Contribution can vary based on where we are in conversion funnel but SMART marketer leverages all the channels to get optimal conversions.
- When we compare this data across all our clients, we are seeing similar trends. Organic and Direct highest but social and others impact conversion and play bigger role in influencing rather than in conversions.
- http://www.fueltravel.com/blog/search-engine-results-page-behaviors-2005-versus-2015/ - What does it mean? Business that are position lower on the serp (especially 2 to 3) see more activity than they did several year ago, making this real estate much more valuable.. Slide 18th - The distinct triangle shape is not visible because searchers are scanning vertically more than they are reading horizontally. Mobile devices have habitually conditioned searchers to scan vertically more than horizontally. Searchers are looking for the fastest path to the desired content. A combination of SEO and paid search can maximize your visibility in SERP areas that have the biggest impact on both branding and traffic.
- It is about saturating your digital presence across all channels and in serp results for both branded and non branded keywords, It is about being present in knowledge graph.. Saturation of SERPs is very important..
- Expedia recently did a webinar where they shared how OTA contribution stronger during middle, bottom and top of the funnel.
- https://www.thinkwithgoogle.com/articles/travel-trends-4-mobile-moments-changing-consumer-journey.html We worked with Luth Research to help us look at all of the micro-moments in a purchase journey in real life. Here is the consumer journey of just one person over two months during the holiday season in 2014. Her name is Amy, and she was planning a trip to Disney World. In her quest to plan this trip, Amy had 419 digital moments in just two months. She made 34 searches, watched 5 videos, and made 380 web page visits. And 87% of these moments happened on mobile.3 If your brand isn't there for the moments that mattered in this journey, you missed out on Amy. And the same goes for all potential customers. Today's travelers are turning to the web to be inspired and take action—and the brands that help them at those moments will win hearts, minds, and dollars.
- Digital Customer and Search Behavior. All the channels customer will touch during their journey..
- Highlight Mobile, TAMMIE: Moz, a leading search site, surveyed 150 search experts and asked them to predict how various factors would rank in terms of their direct impact on Google's ranking algorithm of the next 12 months. The results were not surprising. Most experts feel that factors related to mobile, schema, usability, site quality and site speed were only going to increase in impact.
- We need to show what it means Website = Mobile, Semantic, Speed Backlinks = Quality, Relevancy and Authority Social = Presence, Shares/Likes Content – Fully Meet Needs, Informational, Authoritative
- We need to add three devices Need bride Need to show Website and device Should we simplyfy Should we say speed, Schema, Quality is important Focus on saturating entire conversion funnels Digital Strategies, Activities and KPIs needs to be focus on measuring each phase of conversion funnel and all channels Channels compliments each other and helps in gaining larger share of conversion funnel. Strategies/Activities needs to be integrated across all channels to yield maximum results
- Now we are going to
- TAMMIE: When you have a new site, you will see much higher conversion on mobile.. Your impressions will increase because more SERP domination and you will get much qualified visitors. You might see decrease on traffic because qualified SERPs, Knowledge Graph don’t necessarily require the user to click on the listing/ placement to get the information they are looking for. Impression data should therefore be measured as a success metric. Some time after site is lunched revenue goes up but organic traffic goes down.. Why, because lot of mobile searches are secured searchesand give visitor attribution toward direct or none..
- When a new website is launched, site impressions goes up, provides better indexing, answers
- Platform AMP stands for Accelerated Mobile pages, a very accessible framework for creating fast-loading mobile web pages. It is an open-source initiative designed to enable publishers to easily improve the user experience and speed for their mobile readership. A page created with AMP HTML is likely to load anywhere from 15 to 85% faster than the non-AMP version of that page.
- TAMMIE: When thinking about content optimization, you want to think about the different types of queries that consumers use to search. The first is navigational - queries geared around branded or specific website content. Next is informational. Queries of this type are related to research and questions and are often times long-tail in nature. An example of this type of search is xxx. Lastly, transactional queries are when a consumer is ready to make a purchase.
- Key Message here – Ratings are done on mobile.. Content needs to work for mobile queries.. Quality is defined based on what is useful to customer and what are they searching. Tammie - Benu - I need a bit of help on talking through this slide. Here are my thoughts thus far... Google has published a 200 page guide of general guidelines and lists throughout it criteria for high quality content. Some of the key points it makes. {Your Money or Your Life…Critical pages which has very sensitive information} EAT - Stands for expertise, authoritativeness and trustworthiness. Content on your site should be authoritative. It should offer quality information that shows y
- TAMMIE: Here's an example of content that has been written to capture informational queries, when the consumer is in the research phase of the customer journey. Maybe this is the, interested in "hotels near levi's stadium in santa clara" because they want to attend a pro football game. This hotel is near the stadium and has optimized experience seeker profile content on their brand site in order to capture those experience seekers. The content shows up in the SERPs and lead to the consumer not only visiting the website to learn more, but ultimately booking a reservation.
- TAMMIE: We spoke earlier about seo factors. One of the more interesting things we are seeing lately is that social sharing has a correlation with ranking in the SERP's. In the example on the screen, a search for "chicago day trips" the first organic search result is a site that has no backlinks but thousands of social shares. A lower example, #7 in the SERP's has hundreds of backlinks, but no social shares.
- TAMMIE: Another way to optimize your content is to saturate the different social channels. Identify the opportunities where you can publish your content across multiple channels to reach different audiences and personas. It's import to tweak the messaging based on the rules of the channel. For example, while hashtags are becoming more acceptable on Facebook, they should be used in limited doses whereas they are more common both in frequency and number of hashtags in a post on twitter. Content on the Identify the multiple opportunities where you can publish your content across many channels to reach different audiences Tweak the messaging so it appeals directly to the audience on that network
- Slide 45 – Managing and maintaining your local presence is a critical strategy for your digital health. Your listings on channels such as local search engines and data aggregators are distributed to thousands of other websites within the local search eco system. These channels play an important role in the customer journey. Local search engines such as Yelp and Foursquare are constantly evolving to provide the user with the most relevant information with the goal of keeping the user on their channel. Consumers searching for hotels with spas or wedding & Meeting venue space could visit sites like wedding directories or local convention bureaus. Having robust listings within these channels increases your chances of capturing this customer. And now, let’s think about Maps. According to a study conducted by builtwith.com, the number of times Google Maps has guided users is 12 billion times per year. That’s right, I said over 12 billion per year. Additionally there are 1,162,460 sites that use Google maps. Maintaining a healthy local presence eco system will assist in driving this vast collection of potential guest’s right to your front door. Benu Note – Business needs to make sure they have strong Map presence..
- Slide 46 – Some of the factors that impact Local presence include: the physical location of your property A fully optimized GMB, Google My Business, listing using proper categories for your business. Keep in mind, GMB pages are directly tied to the appearance and position in a local search query. Correct business name, address, phone number star ratings, and reviews will help to ensure your business is listed, and seen by searchers. Ensuring your listings do not have duplicates and that the UNAP, URL, name, address and phone are consistent. Search engines thrive on consistency as this is a trust signal. A robust listing that includes relevant and engaging content. This includes property description and high quality images And the presence of reviews. Responding to reviews is integral to managing your online reputation, absorbing feedback and winning back customers. Earlier you heard from our President Benu, she recently did a presentation at SMX on local presence. That presentation will be available on our blog.
- Slide 47 – Milestone’s proprietary Local presence tool is Naptune. Within this tool you can easily review all of the information about your property that is being published to our partners in the local eco system including short and long descriptions, UNAP and images. Each of the different partners allows accepts different levels of information. Milestone’s goal is to build out each of our clients listings as robust as available in each of these channels to guide these customers toward conversions while on their journey. Maintaining your local presence cannot be viewed as a “one and done” task. Due to the infinite amount if information on the web, listings are consistently being updated and possible overwritten as search engine crawlers sort through data.
- Directories all feed from each other Incorrect listings in one directory can infect others New duplicates can get created at any time The faster you react, the less damage incorrect/duplicate listings do You’ll want to ensure your local presence tool not only publishes your information accurately, but also looks for duplicates and inconsistencies. More importantly, that any inconsistentencies identified are addressed and corrected.
- Slide 48 – As we have seen in previous slides, there are several channels customers use when searching. Each of these different channels offers an additional opportunity with a paid campaign to target potential customers. Paid positioning is available with strategies like remarketing, where you are targeting customers who have already visited your website, along with ads on OTA sites, social sites and mobile. You need to ensure your brand is there at the very moment the consumer is ready to buy – and that means being on multiple channels in tandem, with a relevant message. A combination of SEO and paid search can maximize your visibility in SERP areas that have the biggest impact on both branding and traffic.
- Paid search can allow your brand to be seen, especially if you’re competing with bigger brands for top Organic Listings. Each of the different channels available through paid search marketing touches the consumer at a different point in the conversion funnel. Paid search can give your brand views and attention, even if not necessarily garnering clicks. The goal of certain channels and campaigns will target the consumer very early in the purchasing cycle by building branding and visibility for your property. Display advertising is a great strategy for achieving this goal. Other campaigns will target consumers much closer to the purchase decision. Programmatic Advertising which uses highly qualified data to target consumers with the intent to travel can see a return on ad spend around 12 times the spend and branded paid campaigns can see as high as a 22 time return. (I would say Kayak etc) Once various channels are in play, you need to tailor the messages to audiences based on their stage in the decision process. Create specific paid ad campaigns for each market served and leverage local-targeting options and ad messaging to fuel your search marketing strategy.
- There are so many sources today where traffic gets attributed to Direct/none.. Lot of traffic coming from Facebook (social) and other channels gets attributed towards Direct and None.
- Understanding and measuring the success of your digital efforts is an area of tremendous opportunity. Website traffic has been a long standing KPI for online marketers, however with evolution of search and user behavior, we need to shift and change how we are measuring our successes. We do not want to measure just window shoppers Is our traffic getting attributed to Dark Search.. Should we start measuring full impact full journey rather than just bottom of the funnel. Google goal is to keep customer on their screens and our goal is to make sure we capture larger part of screen share.. Carousel, Knowledge Graph and Local Listings—don’t necessarily require the user to click on the listing/ placement to get the information they are looking for. Conversion rates must be measured to understand the quality of potential customers coming from search..
- Even though only 45% were one interaction organic conversions but in grand schema of things organic channel lead to 62% of total conversions. Noteworthy, 28% of organic pertinent (organic as a channel in conversion flow) transactions had multi-channel touch-point showing acquisition power of organic.
- Slide 53 – For example, we know the tremendous impact that Google My Business, or a Bing Local Listing has on your digital presence and is a main driver of traffic to your website. But there is still a portion of the story that website traffic does not tell. Channel specific insights allow us to see phones calls to our properties assisted by these local listings or the number of views to a Google Plus post that could have helped push the consumer further along in the purchase funnel by providing relevant information that offered a solution to a question or problem the consumer was trying to solve.
- Slide 55 Similarly we need to take into account insights for important third party sites like Yelp and Tripadvisor. Impression data should be measured as a success metric, given how much information can potentially by garnered about your property without leaving this channel. These channels also offer opportunities for consumers to engage with our brands by leaving reviews or posting photos, all of which have value by providing information to the next consumer as they travel along in their search journey.