adobe summit 2012 - london leveraging paid and organic search
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© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
#AdobeSummit
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Bio Area – Credibility boosterMeet the speaker, speaker pic accomplishments, clients the speaker deals or products a master of with and or positions held at organisation names etc(ie a mini facebook/ linkedin profile mockup area)?
Leveraging paid and organic search data to manage &optimise your search programme (15203)Cameron Cowan, Adobe | Rina Patel, Chevrolet Europe | Alice Morgan, Consultant | Sam Holt, Performics
#AdobeSummit
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
#AdobeSummit
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Cameron CowanProduct Manager, Adobe SearchCenter @SEM Cameron | ccowan@adobe.com
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
#AdobeSummitIntegrating organic search data into SiteCatalyst
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#Advertising
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
#AdobeSummitSEO technology partners
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Accredited Genesis integrations
Provide SEO data into DMS platformOrganic search rankCompetitor(s) rankOrganic search volume
Pass site analytics data to SEO tool
#Advertising
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
#AdobeSummit
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How can I leverage organic search data to make smarter and more effective
campaign management and optimisation decisions?
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
#AdobeSummitLeveraging integrated SEO data to manage and optimise search programmes
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Holistic search reporting
Relevant keyword research
Smarter bid optimisation
#Advertising
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
#AdobeSummitIntegrating organic search data into SearchCenter — unified search reporting
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#Advertising
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
#AdobeSummitValuable source of relevant keyword research
#Advertising
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
#AdobeSummitValuable source of relevant keyword research
#Advertising
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
#AdobeSummitSmarter bid optimisation
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#Advertising
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
#AdobeSummitSmarter bid optimisation
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#Advertising
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
#AdobeSummitSmarter bid optimisation
Increase reach:Increase bid when Organic Rank greater than 10 and Organic Revenue greater than €300
Test cannibalisation:Decrease bid when Organic Rank is equal to/greater than 2 and Paid Average Position is also equal to/greater than 2
#Advertising
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
#AdobeSummit
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Rina Patel Chevrolet EuropeWebsite Operations Managerrina.patel@gm.com
Consultant to Chevrolet EuropeSEO and Content Strategyam@alicemorgan.co.uk
PerformicsAccount Directorsam.holt@performics.com
Alice Morgan Sam Holt
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
#AdobeSummitPast Practices
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BUSINESS NEEDS
Online PR
Mobile
PPC
Social media
SEO
Offline (TV, Radio)
Websites
Each marketing channel was treated as a solo entity of the business model
Multiple technologies to support either all or some of our marketing channels
Last click model does not allow you to understand your consumers journey
Unable to allocate our budget effectively
Missed opportunities to delivery real actionable insights
Unable to make effective optimisationdecisions across multiple channels
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
#AdobeSummitCurrent digital marketing practices
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1. Path Analysis
2. Contribution Modelling
3. Cross Channel
Optimisation
Attribution is Key
Path Data: See the funnel in action. Understand your consumers’ user experience.
Contribution Modelling: Weight the different media influences on your consumers.
Cross-Channel Optimisation: Allocate your dollars to maximise impact.
Adobe
PPC
SEO Display
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
#AdobeSummitSolution to success
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Say good bye to the “last Click” and say hello to “Attribution” analysis
Business focus - AliceUnderstanding how Search (PPC+SEO) supports our business needsDeveloping a strategy to match.
Business Analyst – RinaDeveloping technical solutions to meet business needs.Identifying opportunities to the business.
Data Analyst – SamImplementing test methodologies and analysing the impact across our marketing mix.Feeding back results to the business
Developer – Frank (Ignition)Translating technical requirements directly across the brand sitesEnsuring discrepancies are aligned at the early stages
Next Generation Analysis
Creating synergies within the organisation and digital marketing group
Having a successful team that is dedicated & passionate in implementing a solution and delivering results
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
#AdobeSummitHands up please
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1. Name a car model made by Volkswagen
2. Name a car model made by Ford
3. Name a car model made by Chevrolet
#Advertising
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
#AdobeSummit
No interruptive or broadcast media
Spontaneous awareness for Chevrolet products is
virtually nil
Currently in Europe at 1.36%
Business problem and our challenge
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Low product awareness
1
Small market share
Small media budgets
2 3
But we need to grow awareness, consideration and leads!
Withoutthe big bucks
#Advertising
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
#AdobeSummit
SEARCH
22websites
SEARCH
17languages
SEARCH
19markets
Chevrolet and search
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37markets
44websites
27languages
Chevrolet Europe HQ in Zurich
Brand protection
Acquisition(generics)
Harnessing combined power of
paid/natural search
The holy grail
#Advertising
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
#AdobeSummitWhat we wanted to know from this test
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How can we make informed decisions about our search strategy?
How can we do this across multiple markets and multiple languages?
How can Attribution further our understanding of the relationship between channels?
How can we squeeze every last drop out of our media budgets?
#Advertising
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
#AdobeSummitExplore!
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“To test and analyse an integrated OneSearch approach to ascertain thebenefits of managing paid and natural search in synergy”
#Advertising
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
#AdobeSummitSharing data is integral to OneSearch
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#Advertising
OneSearch strategy development
OneSearch optimisation process
Keyword management
Content management
distribution
Campaign structure
Content optimisation
Link optimisation
Targeted distribution
Indexation
Landing page management
PPC
SEC
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
#AdobeSummitTest fundamentals
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Shared keyword learning
Shared bid strategy
What keywords can we leverage from paid search to target in SEO?
Which keywords from both channels add value to the Chevrolet business?
Use advanced bidding logic in SearchCenter+ to test different OneSearch scenarios
Bidding based on SEO rank through one interface
What exactly did we want to find out?
How did we go about this?
#Advertising
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
#AdobeSummit3 test scenarios, 3 markets, 3 months
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SEO Rank = 1-3
Implement bid rules to ensure
PPC Rank = 1
SEO Rank 1-3
Implement bid rules to ensure
PPC Rank = 4-5
SEO Rank 1-3
Implement bid rules to ensure
PPC Rank = below first page bid
Dominate Separate Remove
#Advertising
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
#AdobeSummitHow we selected our keywords
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PPC keywords the starting point
Proven record of driving relevant traffic (that converts)
Cover with available budget
We can compare in SEO and PPC
#Advertising
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
#AdobeSummitResults: separate/remove
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SEO + PPC Traffic
Avg. Paid Position
630% decrease in Paid traffic
10% increase in SEO traffic
474% decrease in conversions
45% decrease in CPA
#Advertising
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
#AdobeSummitResults: dominate
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SEO + PPC Traffic
Avg. Paid Position
542% increase in Paid traffic
241% increase in SEO traffic
380% increase in conversions
2% increase CPA
#Advertising
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
#AdobeSummitDominate – the details
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#Advertising
After an initial increase, CPA is now on a downward path.
CPA
Site conversions
Combined presence of high paid and natural results = huge impact on conversion volume
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
#AdobeSummitEverything on one chart
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Everything can be mapped on one chart
#Advertising
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
#AdobeSummitNew layer of potency revealed by attribution
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Keyword Library
Valuable to Chevrolet
22 keywords drove 100% of the conversions in both
SEO and PPC
Data allowed us to highlight 3 new SEO keyword targets for 2012 based on their value to Chevrolet in PPC.
#Advertising
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
#AdobeSummitNew layer of potency revealed by attribution
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0
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u shaped last click
Conversions
25% more conversions attributed to generics when U-
shaped model applied
= their true value
U SHAPED LAST CLICK
#Advertising
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
#AdobeSummitKey takeaways
Attribution reveals new insights between Paid and Organic exposing hidden conversions
Understanding the relationship between Paid and Organic constructs powerful bid strategies
Uniting Paid and Organic search produces qualitative data for less dollars1 2
333
#Advertising
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
#AdobeSummit
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© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
#AdobeSummit
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