the future of sem: intent signals beyond the keyword by susan waldes

#SMX #22C2 @suzyvirtual

The Future of SEM: Intent Signals Beyond the Keyword

THE VAST OPPORTUNITY OF AUDIENCE-BASED

SEARCH MARKETING


•  Keywordscarryhighintent(vsotherchannels)

•  RisingcompetitionandCPCs

•  RLSAaddsanotherlevelofintent

Beyond Keywords: Even Better Intent Signals


•  AdwordsPixel-BasedAudiences(visitedasite/page)•  CustomerMatch(emailaddresses)•  GoogleAnalyticsAudiences•  Samestuff,differentplatform•  Completedcertaingoals/events

Remarketing Lists For Search Audiences (RLSA)


• NegativeAudiences

Bidding/BidOnly(differingconversionrates)

IntentSegmentation

ExposureThroughouttheFunnel

CrossDeviceStrategy

Multi-ChannelStrategy

RLSA Targeting Strategies

costsavings/efficiency

incrementalconversions


WHY:Cost-SavingandalignSEMconversiontrackingwithback-end

RLSA Negative Audiences

Graduate Education Client: Added negative audiences of people that already converted into leads in the past 30 days. Saw 20% cost savings while maintaining back-end lead volumes.


WHY:Higherpositionswhenconversionrateishighertoensuremarginalprofits

RLSA Bidding/Bid Only

Conversionfromhighpositions


Youareprobablylosingmoneyifyouaren’tusing“BidOnly”RLSAaudiencesonyourmainsearch(andshopping)campaigns


$80 Marginal CPA Target


CheckGoogleanalyticsforconversionratesonnewvsreturningusers.Add“BidOnly”modifiersontheaudiencetab



RLSA Intent Segmentation


WHY:SeparatedifferentkindsofintentsuchasB2BvsB2Candexpandyourkeywordcoverage

Intent Segmentation

NormalCam

paigns

Keyword:“CommercialLawnMowers”

Bid&Targe

tRLS

A

Keyword:“Mower”+Audience:VisitedYourLandscapingBusinessBlog

•  Bid and Target •  a site visit carries intent •  Broad keywords •  Head terms •  Super-Duper Head

Terms •  Ecommerce prior

purchasers are powerful


Exposure Through the Funnel

WHY:Ensurethatyouarevisibleonlongertail,informationalanduncommonsearchesfor“warm”prospects

DSA campaign with bid and Target RLSA audience of all visitors over the past 90 days for a B2B SaaS company gained +10% increase in lead volume


WHY:Ensurethatyouarevisiblefor“warm”prospectsanddon’tlosethoseconversionstocompetitors

Exposure Through the Funnel

Competitor keyword campaign with Bid and Target RLSA audiences for a fashion ecommerce retailer drove High QS/low CPC on competitor terms AND incremental “conquested” conversions.


Cross-Device Strategy via RLSA Customer Match

•  acquisitions(email)areeasyandsupercheaponmobile

•  Crossdevicesviacustomermatch

•  TrackcohortstoLTV•  Haverealcross-devicedata•  Monetizemobile(acrossdevices)

@

Theaffordableattributionanycompanycanuse:firstpartydata


WHY:RLSAcanbeusedtobackupsweepstakes,emailmarketing,socialadvertisingandmore.

RLSA Multi-Channel Strategy

Makefriendsandpartners(HaveaSecondParty!)

Make(light)acquisitionsasearlyaspossible

Gatherasmanyemailaddressesasyoucan(customermatch)

•  Coupons•  Sweepstakes•  Saved/sharedcarts•  Freemiumsoftware•  Gatedsearches(Pinterest,thumbtack)

•  Quizzes


RLSA Manufactured Audiences Multi-Channel Strategy

Generatecontentthatattractstherightpeople

Promoteit

PixelEVERYTHINGyouhave •  WanttoreachonlyCEO’s?

•  CreatecontentthatattractsCEO’sie“WhatCEO’sneedtoknowaboutin2016”

•  Promoteitviacontentpromotionchannels,SEOetc

•  BOOM!NowyouhaveanRLSAlistofCEOs


•  AddbidonlyRLSAaudiences/bidmodstoyourimportantadgroupstoensureyouaren’tsubsidizingnewcustomeracquisitionswithreturnusers

•  Createabid&targetDSA(orshopping)+RLSAcampaign•  Createabid&targetRLSAcampaignwithyourcompetitors

brandnames•  Pixeleverything•  Collaborateacrossyourorganizationtodevelopcross-device

andcross-channelstrategies

Recap: Action Items


LEARN MORE: UPCOMING @SMX EVENTS

THANK YOU! SEE YOU AT THE NEXT #SMX

SusanWaldes

[email protected]

www.fivemill.com

@suzyvirtual

We’rehiringexperiencedSEMs!

the future of sem: intent signals beyond the keyword by susan waldes

Marketing