Moving Beyond the Search Silo

Before There was Adtech, There was Search

It Was a Great Time To Be a Search Marketer

Keyword Portfolio

Cost related

Re

turn

rela

ted

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high

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Changing Landscape of Digital Marketing

Audienceification of Search

Searchification of Display

Performance of Social

Audiences are the New Keywords

Audience in Search – The Next Phase of Search Optimization

March 2014 data from excluding young drivers in Motors

+5%ps in conversion rate pre & post roll

out

Identify the audience before they land on your site. Filter out unprofitable clicks/traffic.

7

Adjust Messaging based on Audience Data

Non-member Member

Adjusting Search Bids Based on Audience Data

Google RLSAs drove higher CTRs at lower CPCs

Emerging Trends: Cross-channel

- 47% of revenue comes from purchases made in more than one day (Google)

- 65% of revenue comes from purchases made in more than one step (Google)

- Search Engines and Social Networks are the top two sources of used to research purchase decisions (eMarketer)

Search Intent The key to cross-channel advertising

Customers Who Touch Both Channels Are More Valuable

Search + Social Touches = Better Performance

• 2X higher conversion rate, 2X higher revenue / click than Search only• 4.5X higher conversion rate, 4X higher revenue / click than Social only

Focus on Acquiring Customers Across Channels

• Focusing on a single channel ignores the customers’ path to conversion • Focusing on a single channel limits the potential results you can achieve

Google ClickFacebook Click

Facebook ClickOnly

Google ClickOnly

3.56% CR$3.16 RPC

1.88% CR$1.56 RPC

.76% CR$.77 RPC

* Source: Marin Software’s Combining the Power of Search and Social for Exponential ROI report

Marketers who simultaneously retargeted across Facebook and the Web had better performance in both channels compared to marketers who retargeted in only one of those channels

Retargeting across channels leads to higher performance

April May June

0.10%

0.09%

0.08%

0.06%

0.07%

0.05%

Facebook CTR Comparison

Marketers who retarget on FB + Web Marketers who only retarget on FB

April May June

0.19%0.18%

0.20%

0.07% 0.07% 0.07%

Display CTR Comparison

Marketers who retarget on FB + Web Marketers who only retarget on Web

What challenges do marketers have with retargeting?

Difficulty

attr

ibutio

n perfo

rmance

Getting suffi

cient l

ist volu

me

Results not m

eeting e

xpectatio

ns

Lack of t

ranspare

ncy

Not enough budget

Other

Brand image

concern

s

Not enough ti

me t

o manage

Privac

y concerns

Don't beli

eve r

etarge

ting benefit

s

43%

31%

25% 25%

15%12%

11% 10%9%

3%

Cross-channel retargeting can help address some of the top challenges marketers have with retargeting

Search Intent The key to cross-channel advertising

How can search intent help marketers retarget across channels?

A home improvement retailer wants to identify and target high ROI users

A fashion company wants to market to customers with specific personas

A travel company wants to reduce its costs on generic keywords

3 challenge scenarios:

Three cross-channel solutions

1. Reach high-ROI visitors by search behavior

2. Customer persona-based retargeting

3. Maximizing cross-channel reach and efficiency

How should retargeting these two types of users differ? The keyword is critical to understanding this dynamic

Approach #1 – Optimizing for ROI by search behavior

ROI for Generic Terms: 12%

Brand searchers Generic searchers

ROI for keywords including variations of your brand name:

7383%*

*actual client data

Create specific strategies for each audience segment

Brand Loyal Generic

Basics Brand adjusted ROI expectation Cross sell message? Save budget?

For consideration Brand bidding in Search? Drive Web to App adoption?

Basics Adjusted ROI expectation Aggressive Offer Messaging? Brand awareness

For consideration True value of generic? Frequency Cap high cost terms?

Approach #2 – Using search intent to create broad customer personas

45 YEARS OLD

250K HH INCOME

FORMAL + CONSERVATIVE

29 YEARS OLD

110K HH INCOME

TRENDY + CONVENIENCE

SEARCH IDENTIFIERS INCLUDE: Trending brands Funky designs Hot colors Free or Fast Shipping In-store discounts

SEARCH IDENTIFIERS INCLUDE: Classic brands Conservative styles Online shipping Past customer Searches using retail store names

Search persona retargeting – use dimensions to categorize

Persona 1

Persona 2

Hip, Trendy

Classic

Search dimensions

Some acquisition channels are necessarily expensive

Approach #3 – Maximizing cross-channel reach and efficiency

Redirect spending from high-cost channels

Hotels NYC audience

NYC Hotels

Limitations of a high-cost acquisition channel CPA Target: $100 CR: 3% CPC: $12.00 Expected CPA: $400

-100% RLSA Bid

Expand reach in more cost-efficient channels

Circa $0.50 CPCs CPA Target: $100 CR: 3% Spent: $12.00 Budget Left: $88

Search Intent Retargeting: The key to cross-channel advertising