the role of search in media mix sempo cities houston
TRANSCRIPT
@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!