ATTENTION SUMMIT APRIL 2016

TURBO CHARGE PAID SEARCH

TURBO CHARGE PAID SEARCH??

@suzana_bulearca

• BACK TO MARKETING

• MICRO MOMENTS

• CUSTOMER JOURNEY MAPPING

• THE NEW SEARCH

• MICRO MOMENT POSSIBILITIES IN PAID SEARCH

• INTENT ANALYSIS – SEMANTIC

• INTENT ANALYSIS – CONTEXT

• INTENT ANALYSIS – PAST BEHAVIOUR

• INTENT ANALYSIS - MORE MOMENTS

• YOUR EUREKA MOMENT

TODAY

You

BACK TO MARKETINGYOU + AUDIENCE + THE RIGHT MOMENT = EXCHANGE OF VALUE

PERCEIVED NEED/ PERCEIVED VALUE

Target Audience

(personal) micro

moments

intent/ needs

immediacy

audience

context

THE MICRO-MOMENTSMOMENT MARKETING IS THE #1 TREND OF 2016*

*Deloitte Digital and WARC, Digital Toolkit 2016

The use of data and tech to identify brief opportunities to put the right message in front of the right consumer

FOUR KEY INTENTION MOMENTSGOOGLE

‘I WANT TO KNOW’

MOMENTS

‘I WANT TO DO’

MOMENTS

‘I WANT TO GO’

MOMENTS

‘I WANT TO BUY’

MOMENTS

66% of

smartphone users turn to their

smartphones to learn more about

something they saw in a TV ad. 1

Searches related to ‘how to’ on You Tube are growing

70% year-on-

year. 3

‘Near me’ searches

have grown 2X in

the past year. 2

82% of

smartphone users consult their

phone while in a store. 4

1. Google Consumer Surveys, US May 20152. Google Trends, US March 20153. Google Data, US, Q1 2015 vs. 20144. Consumers in the Micro-Moment, Google/Ipsos, US, March 2015

OPTIMISE ACROSS THE

JOURNEY

USE CONTEXT TO DELIVER RIGHT EXP.

UNDERSTAND CUSTOMER

NEEDS

MEASURE MICRO

MOMENTS

DEFINE THE MOMENTCUSTOMER JOURNEY PLANNING

MAKE A MOMENTS

MAP

WHY DOES PAID SEARCH CARE ABOUT AUDIENCE & MOMENTS?

UNIFICATION OF SERPSMAKING SMART BIDDING EVEN MORE IMPORTANT, ESPECIALLY ON BUDGET ACTIVITIES

FROM SEARCHES TO SEARCHERSPREDICTIVE SEARCH IS CLOSER THAN WE EXPECT

MICRO-MOMENT POSSIBILITIES IN PAID SEARCH

NAVIGATIONAL INFORMATIONAL COMMERCIAL-INVESTIGATION

TRANSACTIONAL

Reach a site Research Discriminate Action

‘trainline app’/ ‘adidowebsite’/ ‘Lloyds bank login’

‘actor who played wolverine’/ ‘weather in Bournemouth’/ ‘how to choose a ppc agency’/ ‘best DSLR camera’/ ‘credit cards’

‘Nikon D810 reviews’/ ‘adido vs. thinking juice’/ ‘difference between plastic and metal gutters’/

‘get insurance quote’/‘apply for credit card’/ ‘buy 76mm gutters online’/ ‘nearby Greek restaurant’/ ‘contact adido’

Competitor hijack Offer value/ enter the consideration set

Sway purchase decision Achieve final (or highestonline value) objective

Get ancillary or investigatory traffic

Alternative conversions Higher value alternative conversions

Paid search/ paid promotion

Organic search/ paid promotion/ paid search

Paid search Paid search

Low-mid value Mid value Mid-high value High value

Dependent on brand High volume Mid volume Low-mid volume

Low cost/ penalties High cost Mid-high cost Mid cost

INTENT ANALYSIS - SEMANTICSALL CLICKS ARE NOT EQUAL

KEYWORDS VS. SEARCH QUERIESWHAT YOU BID ON IS NOT ALWAYS WHAT PEOPLE SEARCH FOR

ACCOUNT GRANULARITYPRIORITISATION, RELEVANCE, CUSTOMISATION

CAMPAIGN PAIRINGNUDGE INTENT/ SQUEEZE MORE INTENT

ALTERNATIVE CONVERSIONS & ATTRIBUTIONUNDERSTAND THE HIDDEN VALUE OF LOW INTENT QUERIES

INTENT ANALYSIS - CONTEXTI WANT TO GO, I WANT IT NOW, I WANT IT HERE

INTENT ANALYSIS - CONTEXTMAXIMISE SHARE OF INTENT, NOT SHARE OF EVERYTHING

INTENT ANALYSIS – PAST BEHAVIOURFROM SEARCHES TO SEARCHERS

INTENT ANALYSIS – PAST BEHAVIOURREMARKETING FOR SEARCH/ CUSTOMER MATCH

CUSTOMER MATCH

• Create & target (or exclude) first party user lists by uploading email addresses

REMARKETING LISTS FOR SEARCH ADS

• Tailor search campaigns based on whether a user has previously visited the site/ app and what actions they have taken there

• Bid on more generic terms/ DSA campaigns

• Competitor bidding

• Brand bidding to new searchers only

• Exclude converted users from your campaign

• Model bids on perceived value

• Tailor messages & landing pages to upsell, cross sell

or re-engage

RLSA/ CUSTOMER MATCH UTILISATION

Generate Awareness

Influence Consideration

Drive Purchases

Increase Loyalty

OBJECTIVES

• The impact on bottom line from RLSA is significant,

especially in markets where multiple browsing and

longer conversion journeys are the norm (increasing

for most industries)

• CPAs can be 3X lower on previous visitors

• List size will be impacted by the level of segmentation

• Map your site journeys first and identify the best

potential cohorts

RLSAPERFORMANCE

Right time marketing. If delivered at the optimal moment, it can feel like real time.

Model bidding/ manage ads based on:

• Certain programmes airing on TV

• Competitors/ you/ partners advertise on TV

• Changes in weather conditions

• Live events

• Stock market performance

• Inventory changes

• Delays

• CRM data

INTENT ANALYSISMORE MOMENTS

DEFINE THE MOMENTWHICH MOMENTS CAN’T YOU LOSE? WHERE DO YOU TACKLE EACH MOMENT?

5 videos 34 searches

380 web page visits

87% of mobile

searches

419 digital moments

APR JUNEMAY

YOUR EUREKA MOMENT

EXPLORE. CAPTIVATE.CREATE.

© Adido 2016

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