the role of search in media mix sempo cities houston

@ChristiJOlsonSearch Evangelist

SEMPO HoustonPaid Search in Technology & Media Mix

Christi OlsonSearch Evangelist, Bing | MicrosoftProfessional Background

@ChristiJOlson

Introducing Roy: May 8th, 2016

Boy Meets Girl Happily Ever After

Our Fur Kids: Bella the Wunderpug Elsa the Not-So-Mini Schnauzer

Three key questions to ask:

1 2 3What type of journey is it?

Where is the consumer on the CDJ?

What type of consumer is it?

What is the Customer Decision Journey?The CDJ is the series of behaviors and interactions a customer takes throughout the purchase path

My purchase decision journey began a little over 5 years ago…

When I needed a new car and knew we wanted to have a baby.

Consumer Decision Journey: My car seat doesn’t fit in my sedan!

See friends post pictures of various Volvo SUVs on social media.

Search for “safest vehicle reviews”. Click organic listing.

Search for “best family vehicle”. Click paid listing.

Visit Volvo website.

Notice Volvo display ad on Car and Driver.

See TV ad for Volvo Summer

Sales Event.

Search for “Volvo XC90”. Click paid listing.

Visit Volvo website. Find local dealer.

Purchase at dealership.

Search is the glue – It fits across all stages of the Customer Decision Journey

Source: Local Services Human Powered and Assistance Scenarios Qualitative Report July 2015User Decision Journey Across Commercial Segments

INITATION RESEARCH COMPARISON TRANSACTION EXPERIENCECDJ

GENERAL EDUCATIONCONSIDERATION SET

PRODUCT COMPARISON

WHERE TO BUYCUSTOMER SERVICE

Goal: Get background information and buying landscape to become a more informed researcher

Goal: Explore buying guides, recommendations, and products that meet basic criteria

Goal: Deep comparison of a handful products that meet my criteria, including ratings, reviews,

features, cost

Goal: Find where to buy, see pricing and promotions, availability, local stores

Goal: Get customer service, ask maintenance questions, make additional purchases

SEAR

CH C

ATEG

ORIE

S

Learn MoreBecome Informed

ExploreRefine Options Compare:

Ratings, Reviews, Features & cost

Availability & Price

Loyalty & Get Help

Understanding the cost of failure…

Understanding the Types of JourneysFr

eque

ncy

of P

urch

ases

Cost of Failure

Consideration

Low High

Buying Diapers

Buyinga

Home

BuyingBaby Mattress

& Crib

Buyinga Car Seat

Buyinga

Car

Where is the consumer on the continuum?Fr

eque

ncy

of P

urch

ases

Cost of Failure

ImpulseHabitual

Deeply Considered

Somewhat Considered

Somewhat Considered

Source: Local Services Human Powered and Assistance Scenarios Qualitative Report July 2015User Decision Journey Across Commercial Segments

Understanding the Somewhat Considered Purchase:Less important consumer task in journey

Very important consumer task in journey

Source: Local Services Human Powered and Assistance Scenarios Qualitative Report July 2015User Decision Journey Across Commercial Segments

INITATION RESEARCH COMPARISON TRANSACTION EXPERIENCECDJ

SEAR

CH C

ATEG

ORIE

S

Scenario: I need to buy a baby crib mattress

GENERAL EDUCATIONCONSIDERATION SET

PRODUCT COMPARISON

WHERE TO BUYCUSTOMER SERVICE

Example: I’m having a baby and need to buy a crib mattress. Should I purchase a new or used baby crib mattress?Are there different sized mattresses based on the baby crib?

Example: What does Consumer Reports have to say about baby mattresses?

What is the difference between regular and eco-friendly mattresses? Which mattresshas the best reviews? How much will it cost?

Example: I want to buy a Serta Eco-Friendly Mattress. Which store has the best deal? Is there a coupon I can use? How quickly can I get it?

Example: There is a recall on the mattress I purchased. What do I do now?

Understanding the Deeply Considered Purchase:Less important consumer task in journey

Very important consumer task in journey

Source: Local Services Human Powered and Assistance Scenarios Qualitative Report July 2015User Decision Journey Across Commercial Segments

INITATION RESEARCH COMPARISON TRANSACTION EXPERIENCECDJ

GENERAL EDUCATIONCONSIDERATION SET

PRODUCT COMPARISON

WHERE TO BUYCUSTOMER SERVICE

Example: I need a water heater. What IS a tank-less water heater? Why would I buy one?

Example: I learned enough to know I want a tank-less water heater.

What do I need to know about my house to select one? What are the options and features I need to choose from?

Example: I’ve narrowed my list of options.

Which model has the best set of features for me? Which model and manufacturer get the best reviews? How much will it cost?

Example: I want to buy a Rheem RTE-13.

Which store has the best deal? Is there a coupon I can use? Can I get it delivered and installed?

Example: I need an install kit for my water heater.

Which model did I buy again?SE

ARCH

CAT

EGOR

IES

Scenario: my water heater needs to be replaced

Matching Queries to Intent in Each Stage

INITATION RESEARCH COMPARISON TRANSACTION EXPERIENCECDJ

GENERAL EDUCATION

CONSIDERATION SET

Mid-Funnel:• Competitors Brand /

Product • Brand / Product

Modifiers:• Buying guides• reviews / ratings• consumer Reports

PRODUCT COMPARISON

Mid Funnel: • Brand / Make / Model• Product ID

Modifiers:• Compare• Photos / Images• Price

WHERE TO BUY

Bottom of the Funnel: • Brand / Make /

Model / ProductModifiers: • Store / Where / Location• Price• Buy • Rebates/discounts/

coupons

CUSTOMER SERVICE

Top of the Funnel• Broad/Generic

• Where do I find model #

• Installation / maintenance

• Customer Service • Contact / Phone

Number

Broad - Generic KeywordsBrand - Make - Model

Questions: “Where”

Price

Using search across the JourneyLess important consumer task in journey

Very important consumer task in journey

INITATION RESEARCH COMPARISON TRANSACTION EXPERIENCECDJ

Scenario: my water heater needs to be replaced

GENERAL EDUCATION

CONSIDERATION SET

PRODUCT COMPARISON

WHERE TO BUY

CUSTOMER SERVICE

Bing Proprietary ResearchWhat is the value of search participating across the journey?

There is incremental value outside of receiving a paid click. Consumers who see a brand ad on non-brand queries have a measurable, and statistically significant lift in: • Unaided Brand Awareness• Purchase Intent• Market Leadership

Stat

istica

lly

Sign

ifica

nt

Incr

ease

72%of brand ad clicks had a non-brand or conquest term in the user journey preceding the brand click.

Bing Proprietary ResearchHow brand and non-brand keywords fit into the journey

Non-Brand … Brand

Non-Brand … Bran

d

Bing Proprietary ResearchAppearing in on Non-Brand queries in the TOFU increases future brand searches

30%More likely to do a branded search after being exposed to a brand ad on a generic search query or a competitors branded query

15%Increase to conversion rate after users were exposed to a branded ad on a generic or competitive brands search query.

Bing Proprietary ResearchAnd there is a statistically significant lift to conversion.

Understanding the Type of CustomerMore touch & support

More independent

The Researcher

The Overwhelmed

The Expert

Recommendations & Buying Guides

Curated lists.Hates Shopping and wants the shortest possible journey

Knows what they want. Needs help finding the BEST place to buy

CDJ Action and TakeawaysDeeply considered journeys1. Leverage site links that allow

consumers to self-identify their CDJ stage, and immediately take them where they want to go.

2. Create custom landing pages for the different stages of the CDJ.

3. Create longer-tail keyword phrases to catch searchers within different stages of the CDJ.

4. Place UET tracking tags on your site and set up remarketing campaigns which will enable you to reach consumers throughout their journey.

Somewhat considered journeys1. Leverage Product Ads, where pricing

and promos can be listed.2. Focus on “Where.” The keyword

“where” signals an intent to buy.3. Be sure your campaign and site are

mobile-friendly to catch consumers on the go.

4. Set up remarketing campaigns targeting users with strong intent signals, such as those demonstrating product page engagement and shopping cart abandonment.

Type here...ALL RESULTS 1–10 of 600,000,000 results

Evolution of Search

Technology is advancing rapidly

Evolution of SearchCortana. Siri. Alexa.Paid search is moving out of the search box and into the fabric our lives. Bing is ready to power new personalized searches across the devices of tomorrow.

2000Query SearchMatch Types Text Ads

2010Demographic SearchDay PartingLanguage

2012Mobile SearchDevice BiddingLocation

2016Voice Search

TOMORROWPersonalized SearchActionablePredictive BEYOND

Artificial Intelligence

2013AudiencesRLSA

1990 1st Search Engine

Evolution of SearchLanguage in Search is Expanding

OLD SEARCH

Match type

Desktop

QueriesClicks

Product Driven

NEW SEARCH

Mobilized People-Driven

Actionable

Integrated

LocalizedPredictive

Customized

Personalized

Search is the glue

PERVASIVEEverywhere on any device

PREDICTIVEAnticipating events & needs

PROACTIVEGiving answers before I ask

Anticipating the future of search

Cortana & Windows 10Pervasive Intelligence

Why advertise on Bing?

20.1% U.S. search share1

%

% 32.8% Bing Network

Predicitive IntelligencePredicting a cure for cancer?

Proactive Intelligence

Christi Olson I Bing - Microsoft I Search Evangelist I @ChristiJOlson

Bing is reshaping advertising as we know it…

34

TopSpot is a Bing Ads Partner

Benefits of being a Bing Ads Partner grants TopSpot:• Access to the robust Bing Ads API for easy and efficient campaign creation, optimization

and management.• Expanded suite of advertising solutions for your clients, including the Microsoft Advertising

Exchange.• Access to training, account service support and marketing tools to help drive more effective

advertising solutions for your clients.

What that means to you, as a business owner: • More time to focus on daily operations and providing better service to their customers.• The ability to reach their desired audience through advanced targeting capabilities, including

location, radius and demographic targeting. • Assurance of working with a Bing Ads SMB Partner to maximize their return on investment.• A high-quality audience. Reach 168 million unique searchers on Bing and Yahoo who spend 24

percent more online than the average Internet searcher.1

Partnering with Top Spot & Bing

Contact Info

Full Name: Christi OlsonCompany: Microsoft, Bing AdvertisingJob Title: Search EvangelistTwitter: @ChristiJOlson

THANK YOU!