@AnnStanley

TitleSubtitle

• Body textHow to use paid search as part

of a multi-channel strategyAnn Stanley

F o u n de r & M a n a g i ng D i r ec t o r o f A n i cca D i g i t a l

@AnnStanley

.

A bit about Anicca

@AnnStanley

@AnnStanleyAgenda• Traditional integration of paid search with other channels

• Paid search and display

• Paid search and SEO

• Importance of remarketing and retargeting strategies

• Using Honeypot strategies• Using paid social for your honeypot strategy

• Using other channels as the traffic source for honeypots

• Paid display

• Affiliate traffic

• SEO and PR

• Offline marketing/traffic to your site

• Using your own customer data in AdWords

• Making these strategies happen!

• Takeaways

@AnnStanley

Traditional integration of

paid search with other channels

@AnnStanley

Traditional integration strategies

involving paid search• Many paid media specialists advocate the integrated use of

paid search (PPC) and paid display (especially if both are

carried out through Google)

• Paid search is often used in combination with search engine optimisation (SEO), as it can provide insights in keyphrase, ad

copy/snippets, landing page tactics/CRO and audience

insights

• You can even use paid search to drive sales on marketplaces

– such as Amazon and eBay – although it is not possible to

track conversions

@AnnStanley

Paid search

and paid display

@AnnStanleyHow paid search and paid display

have traditionally been used together

• History of using search and display networks in the same campaign

due to use of keywords for contextual targeting (recommend separate campaigns unless you have a layered targeting strategy)

• Paid display (within AdWords) was simpler to set-up than going to

other ad serving networks (outside of GDN) and was sold on a CPC

• Paid display (within AdWords) tends to be used when paid search

is exhausted, expensive or to supplement traffic

• Paid display is not always the first choice for advertisers, as the

results (conversions and CPA) were often poor

@AnnStanleyWhy paid display should be

reconsidered• There are new targeting methods available that are much more

effective than just choosing keyphrases, topics or placements

• Demographics (age, gender and parental status) – which can also be used

for search

• Interests – In-market and affinity

• Remarketing lists – which can also be use for search and shopping ads (RLSA)

• Possible to combine multiple methods

• Display campaigns can be used for both brand awareness and

generating conversions

• Volume of traffic is often high with a lower CPC

• With good optimisation it can result in comparable cost per acquisition

@AnnStanley

Paid search and SEO

@AnnStanley

Keyphrase insight

• AdWords keyword planner and other PPC tools are often used

for SEO research to help identify keyphrases that have:

• High volume

• Low competition (or easier to get SEO results)

• More likely to convert

• It is better to identify search terms that convert on your site by

using data from paid search campaigns (text, shopping and

Dynamic search)

• This approach allows SEO’s to focus on specific phrases that are known to convert rather than the ones that have high volumes

and low competition

@AnnStanley

Ad insight

• Ad testing is easy in paid search traffic and gives additional

insight that can be used for SEO

• Easy to set-up and test individual messages or elements of the

ads within AdWords

• Allows learnings on CTR and conversion rates, which can be

used as part of snippet improvements in title tags and particularly descriptions (which have less of an impact on SEO

rankings)

• Testing of snippet elements for SEO pages, can be carried out

using Tag Manager before transferring to live page

@AnnStanley

Landing page and conversion insight

• Paid search is often the biggest driver of traffic for new sites, so

Analytics, site errors, conversion rate can be tested and/or

improved using paid search as the traffic driver

• Landing page testing can easily be set-up using paid search:

• Use of AdWords Experiments

• Other 3rd party CRO tools like Google Optimise, Unbounce etc

• Result will identify elements that can be improved and applied site-

wide

• Paid search often involves the creation and testing of PPC

specific landing pages (e.g. to cover new topics areas)

– these can then be considered for use as an SEO page

@AnnStanleyAudience insight

(using AdWords and Analytics)• Creating an audience/remarketing list of your converting users and from your

updated database of customers (Customer match)

• Profile your own customers or converting audiences using insights in AdWords

• Create a segment within Analytics to understand the audience characteristics of

converting users (i.e. Audience Demographics and Interest data)

• Use the profile characteristics of converters, to find more users with a similar profile;

for example, create Similar audiences for use in Display and more recently in

Search and Shopping

• Also consider creating and profiling custom audiences in Facebook and creating

Lookalike audiences

• Use the profiles of converters in conjunction with a Honeypot

strategy (to be discussed later)

@AnnStanley

Audience insights for your converting

audience (AdWords data)Sports clothing ecommerce brand aimed at women

@AnnStanleyAge and gender of converters

vs all users (Analytics data)

• Most converters were aged 25-34

• Whereas the majority of visitors were 25 - 54

Sports clothing ecommerce brand aimed at women

@AnnStanley

Interests

Most converters

were interested in:

• Media & TV

• Travel &

Accommodation

• Art, Celebrities &

entertainment

@AnnStanley

Importance of remarketing

and retargeting strategies

@AnnStanleyRole of AdWords remarketing

as the glue between techniques

• Creation of remarketing audiences within Analytics using hundreds

of combination of dimensions and metrics

• Use of UTM tracking codes to create specific campaigns from unique

traffic sources, which can then be used to create an audience

• Within AdWords you can then combine these audiences to meet

specific objectives e.g. traffic from a specific Facebook ad, cart

abandoners etc

• Remarketing audiences can be used for

• Display, Gmail and video

• Search/shopping/DSA (RLSA)

@AnnStanley

Honeypots

@AnnStanley

Honeypots - cross-channel strategies

• Honeypots is where a target audience is attracted to

honeypot content on your site using low cost traffic sources

such as paid social or display

• Analytics remarketing audiences can be created based on

utm tracked URLs in the ads or based on the landing page of

the honeypot content

• Remarketing in AdWords can be used to convert these

primed users into customers; for example by using increased

bids with RLSA (with or without Shopping ads)

@AnnStanley

Steps in a Honeypot strategy

4

Visitor returns and

converts

3

Use of un-branded

keyword Search

(RLSA)

2

Visit Honeypot

Content on your Site

1

Cheap but targeted

traffic from another channel

Traffic tagged with UTM codes, so

remarketing lists can be

created in Analytics

Users targeted in

RLSA with bids adjusted

(and possibly unique ads)

Feed the Sales funnel

with users with the

same profile

as your converting audience

Focus AdWords budget on users that are more

likely to convert (correct profile and been to

your site before)

@AnnStanleyWhich channels can be used for

Honeypots• Paid media -

• Paid social ads (allowing you to target an audience similar to your converters)

• Paid display ads (allowing you to target an audience similar to your

converters)

• Affiliate traffic (after cookie expires)

• Owned or earned media -

• SEO traffic to unique pages

• Organic Social posts and content on your site

• PR or influencer traffic to your site

• Offline and other marketing activities -

• As long as traffic is driven to a vanity URL many channels can be used for

Honeypots

@AnnStanley

Using paid social for your

honeypot strategy

@AnnStanleyWhy is paid social a great

honeypot traffic source• Traffic is cheap and plentiful and can uplift paid search results

• Works for both B2B ad B2C audiences due to targeting options

• Possible to target your specific audience (that matches your known

converters)

• Possible to create Lookalike audiences for greater reach, including

uploading your own customers details

• Lots of ad and creative options to act as the honey to get them back to

your site

• Easy to negative out “compers” and other unwanted visitors

• You can also use social retargeting, upload your customers, create

Lookalikes and use sequential ads

@AnnStanley

Social traffic is cheap

• You don’t have to just

use Facebook ads, all

other social platforms

both organic and paid

could be considered

@AnnStanley

Impact of paid social ads on paid

search

@AnnStanley

Audience targeting options and

multi-layering

@AnnStanley

Story-led content

@AnnStanley

Competition based content

@AnnStanley

Thought leadership content

@AnnStanley

Honeypot content for our Apparel

example (TLC Sport)

@AnnStanley

Use UTM tracking code so you can

identify the traffic source

@AnnStanley

Facebook ads – web traffic campaign

@AnnStanley

Create remarketing audience in

AdWords

Add your UTM codes to build

audience from your honeypot source

@AnnStanley

Using other channels as

the traffic source

for honeypots

@AnnStanley

Paid display as a

honeypot

@AnnStanley

Use of paid display as the traffic

source• Display traffic can also be cheap and targeted by user profile

(demographics and interests etc)

• Start by using GDN traffic but consider using other ad

networks

• Test different honey concepts i.e. ads and content ideas - as

it will be more difficult to stand out on placements on third

party sites

@AnnStanley

Affiliate traffic as a

honeypot

@AnnStanley

Affiliate traffic

• Most affiliates get paid a commission for sales within 30 days

(cookie length)

• Affiliates can drive large amount of relevant traffic, which

can be wasted, but could be valuable in the future

• Create audiences from the affiliate traffic, but add a delay of

more than 30 days (or whatever cookie length you have

selected) – so you don’t have to pay commission

@AnnStanley

Analytics audience builder to

remarket to visitors from affiliate traffic

@AnnStanley

SEO and PR as a honeypot

@AnnStanley

Honeypots with owned or earned

media• Great SEO, content marketing or PR can often result in large

volumes of traffic to specific pages

• The landing page can then be used to create an Analytics

segment, which can then be used for remarketing/retargeting

(with paid search, display or social)

• This works even better if you layer another audience with the

same demographics or interests as your converters

@AnnStanley

Offline marketing/traffic to

your site as a honeypot

@AnnStanley

Honeypots with traffic from offline

marketing

• Offline marketing such as print, radio, outdoor, or TV can be

used to drive traffic to vanity URLs such as yoursite.co.uk/radio

• Similar to landing page targeting - a remarketing audience

can be created for this vanity URL and remarketing strategies

used to reinforce branding or conversion messages

• When remarketing to an offline audience make sure you include the same messages in your AdWords ad copy as the

offline ad that they saw originally (so they link to two

experiences)

@AnnStanley

Getting more from your

honeypots

@AnnStanley

Honeypots top tips• You can use a range of methods/channels to act as the original

source of traffic

• You need to have a big enough honeypot budget to get a minimum

of 1000 visitors/cookies to create an Analytics remarketing audience

• You need to understand your audience to determine the best type

of content to use as your honey

• You need to test both the ads and the end content (on your landing

page) to get the best results

• In addition to bid modifiers, try testing remarketing ads with #tags or

other messages seen in the original source adverts

• Don’t forget to use retargeting in paid social and display, for

example by setting up a Facebook Pixel

@AnnStanley

Using your own customer

data in AdWords

@AnnStanley

Collection of emails (Customer match

or customer audience)• Collection of email addresses can be used for creating customer

match (AdWords) or custom audiences in Facebook and LinkedIn

• Emails can be collected offline or uploaded from existing databases

(e.g. MailChimp integration in Facebook)

• Lead generation ads can be used in Facebook and LinkedIn to

collect email details, which can then be used for customer match or

custom audiences

• Use of lead generation forms or customer data on ecommerce sites,

can also be used for this – however you will need to proactively ask

consent due to the new GDPR regulations (May 2018)

@AnnStanley

Creating Similar or Lookalike

audiences

Use

Customer

match to

create an

audience

@AnnStanley

Creating a similar audience in

AdWords

@AnnStanleyCRM or lifetime sales value data

imported into Analytics or AdWords

• Importing sales data from ecommerce website into AdWords

or Analytics can be used to identify individual sales and

customer ID’S and for creating lifetime value analysis.

• This can also be used for creating remarketing layers

• Salesforce has an inbuilt functionality for integrating with AdWords, but it is also possible to import other data from other

CRM system for use in creating remarketing audiences

• Any other data collected in store, e.g. Loyalty cards or EPOS

systems can also be imported into AdWords or Analytics for

matching with GCLID or GA unique identifiers

@AnnStanley

Making these strategies

happen!

@AnnStanley

Success factors• To carryout these techniques you are going to need a mix of

skills or a team of staff with different specialised knowledge

• Success will depend on a balance between depth of

technical knowledge, breadth of job role and siloed or

integrated department structure

Depth of technical knowledge

Integration vs siloed

departments

Breadth of job role

@AnnStanley

Managing multi-channel campaigns

• Integrated approach will often be hindered if teams work in

siloes

• Skills of the individual or team will impact the effectiveness of

an integrated strategy

• Ideal team management would be:

• Senior account manager (with multi-channel experience and lots

of client management experience)

• A team of several technical specialist (each with expertise in a

specific channel)

• Anicca uses a combination of account managers/directors

and mixed teams of technical specialists

@AnnStanley

Don’t forget KPI and attribution

• Agree KPI in advance –

• Total number of conversions

• Cost of conversions within AdWords

• Total cost of conversions across all channels (so cost of original

channel is included)

• Need to consider attribution techniques (last click is not

applicable with these integrated techniques)

@AnnStanley

Takeaways

@AnnStanley

Takeaways• Paid search can still provide insight for SEO teams

• Reconsider paid display – new targeting options can give great results

• Use various tools to profile your converters (remarketing lists or uploaded customer data) –

including AdWords Insights, Analytics demographics or Interests and even Facebook

Insights

• Use remarketing and retargeting to link techniques togethers – we call this honeypots

when it uses more than one channel

• Use honeypot content to attract your target audience back to your site, with traffic from a

range of cheap sources – this can include paid social, paid display, affiliate traffic,

SEO/PR and offline traffic to a unique page

• Test various types of honeypot content for both B2C and B2B

• Use remarketing to re-engage your users when they are actively searching or shopping

• Use your customer data from your CRM within AdWords and Analytics (Customer match or

custom audiences)

• Look at your skill set and team structure to break down the siloes!

@AnnStanley

Thank You

ann@anicca.co.uk

anicca.co.uk

Anicca Digital

Leicester