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SEARCH GAME CHANGERS
JEFF CAMPBELL – CO-FOUNDER & MANAGING DIRECTOR
RESOLUTION MEDIA
JULY 2012


                       @CJeffCampbell
•   Definition of “Search”
              THE GAME                 •   Attribution

              CHANGERS                 •
                                       •
                                           Behavioral Data
                                           Consumer Privacy



                    It is not necessary to change.
                      Survival is not mandatory.
                            -Edward Deming
                                                                    1
Proprietary
•   Definition of “Search”
              THE GAME   •   Attribution

              CHANGERS   •
                         •
                             Behavioral Data
                             Consumer Privacy




                                                      2
Proprietary
THE SEARCH RESULTS PAGE HAS EVOLVED



                                   Website



                                   Locations



                                    Videos

                                    Social
                                     Apps
                                                3
Proprietary
• Display
                     • Content Networks
                     • Paid Social
Awareness/Branding   • SEO
                     • Video
                     • Search Networks
   Consideration     • Content Networks
                     • IYPs
                     • Educational Content
 Lead Generation     • Email
                     • Landing Page Optimization
                     • Affiliate Programs
    Purchase         • Content Optimization
                     • Comparison Shopping
                     • Email
   Remarketing       • Display Retargeting
                     • Search Retargeting

                     • Incentive Programs
      Loyalty        • Social Sharing
                     • SEO
                     • Content Optimization
                     • Search Networks
 Future Purchases    • Gaming
                     • Video
                     • SEO                         4
THE CONSUMER HAS EVOLVED – SEARCH IS “SOCIAL”




                                                          5
Proprietary
CONNECTION OF THE PHYSICAL & DIGITAL WORLD




                                                       6
Proprietary
•   Definition of “Search”
              THE GAME   •   Attribution

              CHANGERS   •
                         •
                             Behavioral Data
                             Consumer Privacy




                                                      7
Proprietary
MEASUREMENT EVOLUTION



                                                                                  Advanced
                                                                                  Management
                                                            Balancing Branding    •Local, Feed-Based
                                                            vs. Direct Response    Inventory & Pricing
                                                                                  •Automation
                                                            •Device Targeting
                                                                                  • Targeting/ Cross-
                                                                                   Channel
                                        Cross-Channel                              Optimization
                                        Attribution                               •Cost to
                                        •Online & Offline                          Acquire/LTV/CRM



                  Silo’d
                  Performance
                  •Last Click / Sales
                   Eq.
                  •Brand vs. Non-
                   Brand
                   Relationship
                                                                                                         8
Proprietary
INTRA-SEARCH KEYWORD ATTRIBUTION

                             1st Click        2nd Click      3rd Click, Order
                                “rental        “las vegas                        “hertz” keyword gets all the
        Last Click:                                               “hertz”
                                 car”          rental car”                       revenue associated with this
                                                                                 order
                               $0                $0               $500

        Proposed                “rental        “las vegas                         Revenue is shared among
                                                                  “hertz”         keywords that contributed
        Attribution:             car”          rental car”                        in the purchase funnel
                               $30               $70              $400

                       • Hypothesis: Giving “credit” to supporting keywords will focus
                         media spend more effectively and possibly improve overall
                         performance

                                                                                                            9
Proprietary
PAID VS. NATURAL SEARCH CANNIBALIZATION




                                                     Paid
                                                       +
                                                    Natural
                                                       =
                                                      2X
                                                     Visits
                                                      vs.
                                                    Natural
                                                     Only




                                                              10
Proprietary
ONLINE TO OFFLINE TESTING



                                      • Determine a baseline of
                                        store sales activity within
                                        each market

                                      • Saturate online advertising
                                        for defined product
                                        category

                                      • Determine the difference in
                                        in-store sales lift between
               Test                     test and control markets
               Control




                                                                      11
Proprietary
DEVICE TARGETING
                                                                                     Hourly Distribution of Searches by Platform
                                                                                                      (doesn’t reflect absolute traffic volume)
                                            Night                                  Morning                                                     Day                    Evening




                    12:00 AM                     3:00 AM                      6:00 AM                     9:00 AM                     12:00 PM           3:00 PM   6:00 PM      9:00 PM

                                                                                                                 Tablet               Mobile         Desktop                              12

Source: Google Internal Data, 2011. % of each platform’s traffic shown hourly for one day. Does not indicate absolute or relative traffic volumes.
•   Definition of “Search”
              THE GAME   •   Attribution

              CHANGERS   •
                         •
                             Behavioral Data
                             Consumer Privacy




                                                      13
Proprietary
ANSWERING THE TOUGH QUESTIONS WITH DATA


                                                        What content
                                         When do they      are they
                                         engage and     interested in?
                                           convert?




                                                                                How do they
              What are their                                                     look for my
              demographic?                                                       products &
                                                                                  services?




                               What devices                               Where do they
                                do they use                              spend their time
                               and for what?                                 online?

                                                                                               14
Proprietary
DEFINING YOUR DIGITAL TARGET AUDIENCE




                     •   Age         • KWs           •   Devices     • Audience Profile   • Media Planning & Strategy
                     •   Gender      • Categories •      Browsers    • Competitive        • Creative & Content
                     •   Geography   • Engines       •   Networks      Profile              Development
                     •   Language    • Clickstream •     Operating   • Category Profile   • Target Sites
                     •   Income      • Competitive       Systems                          • Target Keywords
                                     • Audience
                                       Affinity
                                     • Referrers
                                     • SERP Positions


                                                                                                                        15
Proprietary
1:1 TARGETING & MESSAGING
                  IMMEDIATE IMPACT                                   ENHANCE




              Audience Insight & Activation                  Audience Exploration

                       1.0 - Segment                            Audience profile
              activation, analytics and insight          exploration, strategic and tactical
                          (existing)                         planning, and activation
                       2.0 - Customer                        (customers + prospects)
              activation, analytics and insight


                                      Strategic Data Management

                                                                                               16
Proprietary
•   Definition of “Search”
              THE GAME   •   Attribution

              CHANGERS   •
                         •
                             Behavioral Data
                             Consumer Privacy




                                                      17
Proprietary
WHEN DOES COOL BECOME CREEPY?




                                          18
Proprietary
THANK YOU! --- QUESTIONS?

                Jeff Campbell
                JCampbell@ResolutionMedia.com

                                @CJeffCampbell




                                                 19

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Search Engine Marketing Game Changers

  • 1. SEARCH GAME CHANGERS JEFF CAMPBELL – CO-FOUNDER & MANAGING DIRECTOR RESOLUTION MEDIA JULY 2012 @CJeffCampbell
  • 2. Definition of “Search” THE GAME • Attribution CHANGERS • • Behavioral Data Consumer Privacy It is not necessary to change. Survival is not mandatory. -Edward Deming 1 Proprietary
  • 3. Definition of “Search” THE GAME • Attribution CHANGERS • • Behavioral Data Consumer Privacy 2 Proprietary
  • 4. THE SEARCH RESULTS PAGE HAS EVOLVED Website Locations Videos Social Apps 3 Proprietary
  • 5. • Display • Content Networks • Paid Social Awareness/Branding • SEO • Video • Search Networks Consideration • Content Networks • IYPs • Educational Content Lead Generation • Email • Landing Page Optimization • Affiliate Programs Purchase • Content Optimization • Comparison Shopping • Email Remarketing • Display Retargeting • Search Retargeting • Incentive Programs Loyalty • Social Sharing • SEO • Content Optimization • Search Networks Future Purchases • Gaming • Video • SEO 4
  • 6. THE CONSUMER HAS EVOLVED – SEARCH IS “SOCIAL” 5 Proprietary
  • 7. CONNECTION OF THE PHYSICAL & DIGITAL WORLD 6 Proprietary
  • 8. Definition of “Search” THE GAME • Attribution CHANGERS • • Behavioral Data Consumer Privacy 7 Proprietary
  • 9. MEASUREMENT EVOLUTION Advanced Management Balancing Branding •Local, Feed-Based vs. Direct Response Inventory & Pricing •Automation •Device Targeting • Targeting/ Cross- Channel Cross-Channel Optimization Attribution •Cost to •Online & Offline Acquire/LTV/CRM Silo’d Performance •Last Click / Sales Eq. •Brand vs. Non- Brand Relationship 8 Proprietary
  • 10. INTRA-SEARCH KEYWORD ATTRIBUTION 1st Click 2nd Click 3rd Click, Order “rental “las vegas “hertz” keyword gets all the Last Click: “hertz” car” rental car” revenue associated with this order $0 $0 $500 Proposed “rental “las vegas Revenue is shared among “hertz” keywords that contributed Attribution: car” rental car” in the purchase funnel $30 $70 $400 • Hypothesis: Giving “credit” to supporting keywords will focus media spend more effectively and possibly improve overall performance 9 Proprietary
  • 11. PAID VS. NATURAL SEARCH CANNIBALIZATION Paid + Natural = 2X Visits vs. Natural Only 10 Proprietary
  • 12. ONLINE TO OFFLINE TESTING • Determine a baseline of store sales activity within each market • Saturate online advertising for defined product category • Determine the difference in in-store sales lift between Test test and control markets Control 11 Proprietary
  • 13. DEVICE TARGETING Hourly Distribution of Searches by Platform (doesn’t reflect absolute traffic volume) Night Morning Day Evening 12:00 AM 3:00 AM 6:00 AM 9:00 AM 12:00 PM 3:00 PM 6:00 PM 9:00 PM Tablet Mobile Desktop 12 Source: Google Internal Data, 2011. % of each platform’s traffic shown hourly for one day. Does not indicate absolute or relative traffic volumes.
  • 14. Definition of “Search” THE GAME • Attribution CHANGERS • • Behavioral Data Consumer Privacy 13 Proprietary
  • 15. ANSWERING THE TOUGH QUESTIONS WITH DATA What content When do they are they engage and interested in? convert? How do they What are their look for my demographic? products & services? What devices Where do they do they use spend their time and for what? online? 14 Proprietary
  • 16. DEFINING YOUR DIGITAL TARGET AUDIENCE • Age • KWs • Devices • Audience Profile • Media Planning & Strategy • Gender • Categories • Browsers • Competitive • Creative & Content • Geography • Engines • Networks Profile Development • Language • Clickstream • Operating • Category Profile • Target Sites • Income • Competitive Systems • Target Keywords • Audience Affinity • Referrers • SERP Positions 15 Proprietary
  • 17. 1:1 TARGETING & MESSAGING IMMEDIATE IMPACT ENHANCE Audience Insight & Activation Audience Exploration 1.0 - Segment Audience profile activation, analytics and insight exploration, strategic and tactical (existing) planning, and activation 2.0 - Customer (customers + prospects) activation, analytics and insight Strategic Data Management 16 Proprietary
  • 18. Definition of “Search” THE GAME • Attribution CHANGERS • • Behavioral Data Consumer Privacy 17 Proprietary
  • 19. WHEN DOES COOL BECOME CREEPY? 18 Proprietary
  • 20. THANK YOU! --- QUESTIONS? Jeff Campbell JCampbell@ResolutionMedia.com @CJeffCampbell 19

Hinweis der Redaktion

  1. Discussing 4 game changers for Search and online marketing in general
  2. Hard to only talk about “paid search” anymore…and you shouldn’t silo the conversation (or the conference)
  3. Search is social - Asking friends is “search”Does behavior = search? Scrolling Pinterest = search?
  4. Search is a way of life, no longer a destination of a search boxExample of site.com’s search box being the main destination
  5. Silo’d PerformanceForecast & monitor the Sales EquationTraffic * CVR * AOS = SalesBy Marketing Channel; By DivisionIntra-search (keyword) attributionPaid Search is your traffic throttle (and likely biggest opp)Cross-Channel AttributionCentralize Marketing Channel performance in Web AnalyticsFocus on Visitor Quality/RPV, site actionsMeasuring O2SApples to apples methodology with other mediaby division, by season @ different spend levels (goal: diminishing returns graph by season)Long terms concerns: cutting into to branding budgets?Balancing Keyword FunnelE-comm & total company goals will eventually conflictDon’t over-optimize for bottom-funnel: balance branding & DRSplit budgets, lower thresholds, divisional goalsVisitor behavior will vary by device – so should strategyAdvanced Management2013-2014Ease customer feedback – ultimate KPI?Not all consumers want to come to Pier1.com
  6. Resolution looked to determine whether there were incremental gains from showing on paid search listings when 1-3 ranked natural listings already existedShowing on paid + natural listings yielded a 2x increase in visits, with natural listings only seeing an 8% cannibalization from paid search
  7. Source: Google Internal Data, 2011. % of each platform’s traffic shown hourly for one day. Does not indicate absolute or relative traffic volumes.
  8. By researching and defining your target audience segments, we gain deep insight into technographic, psychographic and demographic data points which build a picture of the true customer journey. We are also able to identify who your true online competitors are, what audiences are performing best for you today and why, and any critical geographies.This clear understanding of your digital audience personas allows us to create optimal channel and account plans. With comprehensive data and analysis come insights into who your target should be and how you should message to them.
  9. eCRM -> 1:1 targeting/messagingLook-a-like modeling for scale
  10. Consumer privacy: when does your openness and sharing start to pull back due to being targeted (facial recognition, etc.)?Trending videos, offers purchased