Four game changers for search engine and online marketing presented at Charlotte, NC's SearchExchange by Jeff Campbell of Resolution Media. Deck covers evolution of search engine results page & consumer's definition of search, measurement attribution across marketing channels & offline, behavioral data & targeting, and consumer privacy.
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
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3. • Definition of “Search”
THE GAME • Attribution
CHANGERS •
•
Behavioral Data
Consumer Privacy
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4. THE SEARCH RESULTS PAGE HAS EVOLVED
Website
Locations
Videos
Social
Apps
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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
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
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11. PAID VS. NATURAL SEARCH CANNIBALIZATION
Paid
+
Natural
=
2X
Visits
vs.
Natural
Only
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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
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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
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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?
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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
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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
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18. • Definition of “Search”
THE GAME • Attribution
CHANGERS •
•
Behavioral Data
Consumer Privacy
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20. THANK YOU! --- QUESTIONS?
Jeff Campbell
JCampbell@ResolutionMedia.com
@CJeffCampbell
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Hinweis der Redaktion
Discussing 4 game changers for Search and online marketing in general
Hard to only talk about “paid search” anymore…and you shouldn’t silo the conversation (or the conference)
Search is social - Asking friends is “search”Does behavior = search? Scrolling Pinterest = search?
Search is a way of life, no longer a destination of a search boxExample of site.com’s search box being the main destination
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
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
Source: Google Internal Data, 2011. % of each platform’s traffic shown hourly for one day. Does not indicate absolute or relative traffic volumes.
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.
eCRM -> 1:1 targeting/messagingLook-a-like modeling for scale
Consumer privacy: when does your openness and sharing start to pull back due to being targeted (facial recognition, etc.)?Trending videos, offers purchased